One of the most important (if not the most important) elements of any pay per click (PPC) campaign is bidding management. Without a viable bidding management strategy in place, you could end up spending your marketing budget in the wrong places and fail to capitalize on the powers of search engine marketing.
Learn how to navigate the complex world of PPC bidding management using the following three tips:
Look at Your Keywords
Most online marketers invest in keywords that generate the highest number of conversions. This PPC bidding management strategy seems pretty straightforward and effective on a fundamental level. After all, you are only spending your marketing dollars on keywords that give you the highest return on investment.
But it’s not always that simple.
A keyword that drives traffic to your website but does not improve your conversions might play a big part in your overall conversion process. For example, this keyword might appeal to the users searching for a product or service with no intention of completing an action (buying or signing up) that day. They may want to do that in the future, though.
Therefore, you should take a good look at your keywords and how they perform in each step of the conversion process. This ensures you don’t end up pausing or removing a keyword that appears to be costing money now but is actually laying the groundwork for future conversions.
Pull Your Data
One of the most time-consuming activities when it comes to PPC bidding management is gathering data and analyzing it. It is crucial to collect data that can be relied upon, but this takes time, thought, and consideration — which can sometimes be less than appealing when the days are busy.
However, when you need to make any kind of change or optimization to your campaign, it’s important that you have high quality data that can be used to inform these decisions. The data should be taken from a long enough timeframe in order to be truly insightful. It’s a good idea to look at data that spans across an entire month, a whole quarter, or even six months to a year, depending on the kind of changes you are thinking about making to your bidding management strategy.
The more information you can gather, which will help you see patterns in your paid search campaign, the easier it will be to decide where to invest the majority of your advertising budget.
Consider Seasonal Changes
Failure to account for seasonal changes in your PPC bidding management strategy is asking for trouble. Traffic might change on certain keywords over holiday periods, or there might be more conversions on particular products or services during the summer. If you need to improve the way you approach bidding management, knowledge of seasonality is vital.
It might seem like you are paying too much for certain keywords initially, but if the investment helps to drive a lot of traffic that turns into conversions, and if the investment helps to outsmart the competition, it will probably be worth it in the end. Paying more for your keywords during peak seasons is something you’ll want to evaluate over time and with experience.
Gather as much (and as relevant) data as you can, look out for patterns, and design your PPC bidding strategy accordingly.
Get the Most Out of Your Paid Search Efforts in Milwaukee, Wisconsin
If you are looking for a professional SEM agency in Milwaukee, Wisconsin, contact the team at Digital Destination today. We can develop a custom PPC strategy to maximize your paid search campaign’s effectiveness. Through a comprehensive website audit and keyword analysis, we can determine the best way to approach your online marketing efforts to help your business grow and rank highly on search engines.