Elements of PPC Account Optimization
5 Basic crucial elements of any PPC Account:
- Keywords: Keyword list generation, Keyword list expansion, & Traffic estimation
- Bid Management: PPC Analysis & Optimization
- Match Type Testing: Broad Match, Phrase Match, or Exact Match
- Landing Page Testing: Multiple Landing Page skins to identify the one with the highest conversion whilst meeting ROI or CPA goals
- Ad Copy Testing: Messages that drive traffic and ultimately conversions
No single one of these elements is more important than the other. However, the time allocated to each may vary depending on the life of the account. Example:
- New Account: Spending time on Keywords, Ad Copy, & Initial Landing Page designs would be a good practisce
- Relatively Old Account: Personally I would spend more time in identifying the Keywords & Match Types that convert and do not convert followed by Bid Management to reach ROI or CPA goals (if not already met). I would also look at Ad Copies and Landing Pages but it would be second priority at this phase
- Mature Account: Spending time on Landing Pages, Ad Copies, & Bid Management because by now an account should have a solid Keyword list and all non converting Keywords & Match Types should have been deleted
Keep in mind, none of these are written in stone rules. It would all depend on the product/service being sold through Pay Per Click Advertising and a lot of other factors.
