Analyzing the effects of your PPC Advertising Campaign in parts, section by section and component by component, may be a fashionable way of analyzing your campaign, but it is by no means the most effective. The most effective way of optimizing your PPC Campaign is by seeing where the holes are in the bigger picture.
Thinking about your campaign as a series of events that are linked, each one to the other in a kind of chain format, is a much more effective approach to PPC Advertising. It helps to ensure that all elements are working towards achieving the same goals and this is why progress is made at a quicker rate than when analyzing campaigns by section.
For example, it is not really very effective to analyze how well your keywords are doing in terms of reaching your audience via the search engines if you then don’t compare these results against the effectiveness of the choice of action words used in your PPC Advertisements.
It is equally not very helpful to analyze how good a click through rate you get from your PPC Advertisements if you then don’t match this data with an analysis of how well your landing pages do in terms of generating conversions.
No single part of a PPC Advertising Campaign is independent of the others. All are designed to work together in a chain like effect and therefore, if we are hoping to make improvements, we should analyze our data from a wholistic point of view too.
How can you see the bigger picture? How can you analyze your Marketing Campaign wholistically?
There are roughly three simple stages to go through when approaching your PPC Campaign from a wholistic point of view.
The first tip would be to focus further on the data you can gather on your exact match keywords. If you can get exact match keywords right, you will probably find that the people who find their way to your site via broad and phrase match keywords are likely to be persuaded to be interested in your product.
The exact match keywords are really essential in terms of the big picture of your PPC Campaign. If they are not drawing in the right audience and if they are not creating clicks and conversions, nothing in your marketing campaign will.
The second tip is to begin to analyze which advertisement copy gets you the highest click through rate. Once you have gathered this information, the real wholistic analysis can begin. Let us explain…
Perhaps you will gather data which shows that certain advertisement copy creates more clicks than others, but certain keywords (which do not activate the advertisements with the effective advertisement copy) are the exact match keywords that most people use to search for your products / services. In this instance, we have an interesting marketing problem to try to solve.
You will need to find a healthy balance between investing in the exact match keywords that people use to find you and the advertisement copy that is activated when these keywords are entered.
This is a wholistic approach to PPC Campaign Optimization. It is what we mean by seeing the bigger picture. It is a PPC Marketing Approach which recognizes the need to develop Quality Score Ratings across your campaign as a whole and not just within the separate specific elements, such as within keywords and within advertisement copy.
The final tip is to then analyze what happens when the user lands on our landing pages and what makes them convert or not. Is there a disparity between some of our advertisements and what is found on our landing pages? Is our click through rate really high on some advertisements and conversion rate low on the landing pages that our advertisements link to?
Everything in our PPC Campaign needs to be analyzed in comparison to everything that exists around it. This is what helps us to truly optimize our campaigns to the maximum. Finding true online marketing success will come from a manipulation of all the elements in our campaigns at the same time, looking at one in relation to the others.
Once we have it drummed into us to work in this way, success will be unavoidable. Compare, compare and then compare again. Your PPC Campaign is a single entity. Optimize it as one.
David Chapman is Director of Marketing at Webrageous, a pay per click management specialist based in Reno, Nevada.