Search Engine Marketing / Management

More free SEO Tips for you…SEM (search engine marketing) incorporates a number of areas but one of the most important is pay per click campaign management (PPC). PPC can involve a number of different advertising methods, but the two most prominent services are adwords and facebook advertising.

Generally speaking PPC Campaigns should be done in conjunction with an SEO campaign. They offer a virtually instant way of bringing targeted traffic to your website, albeit at a cost. In terms of general setup, most PPC campaigns are straightforward, but to run them properly and effectively does require ongoing analysis and constant monitoring.

If we consider adwords, get your account setup. Then you need to consider which keywords you want to target….this is can make or break a campaign. It is worth reading an early post done on keyword analysis and selection. Once you have your target words, you then need to start to think about how you want to display your ads ( search network and or display network), and what you want to put in your ads. The content of any ad should be as targeted and relevant as possible, this will help your click through rates (CTR). Don’t just do one ad, make sure you split your campaign into separate ads, this means you can have very specific ads for each group of related keywords.

Time to get started….and time to start monitoring. The key to running a good PPC campaign is to ensure that you always monitor it and make changes as required. As your competitors make changes to their campaigns, this can affect you, so you always need to be looking at what is working and what is not working. You also need to consider your ROI and your conversion rates…..is the amount it is costing you, worth paying given the amount of sales you receive? Monitoring this is vital to ensuring the campaign is worthwhile and effective.

Take your time setting up the campaign, ensure you have thought about the keywords you are targeting, you have set up specific ads for each group of keywords, and you have written the ads with CTRs in mind. Then monitor the effectiveness and start to fine tune your campaign, you won’t get it all right initially so you need to make changes as you go.

And if that’s all too overwhelming, then give the team a ring on 07968 093856