{"id":407,"date":"2010-03-22T11:17:16","date_gmt":"2010-03-22T09:17:16","guid":{"rendered":"http:\/\/www.webseoanalytics.com\/blog\/?p=407"},"modified":"2010-03-22T11:17:16","modified_gmt":"2010-03-22T09:17:16","slug":"two-critical-factors-in-a-ppc-campaign","status":"publish","type":"post","link":"http:\/\/www.webseoanalytics.com\/blog\/two-critical-factors-in-a-ppc-campaign\/","title":{"rendered":"Two critical factors in a PPC campaign"},"content":{"rendered":"<p><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/www.webseoanalytics.com\/blog\/wp-content\/uploads\/2010\/03\/ppc.jpg\" alt=\"ppc\" title=\"ppc\" width=\"244\" height=\"238\" class=\"alignleft size-full wp-image-416\" style=\"margin-right:10px; margin-bottom:10px\"  \/>Every campaign either in traditional or digital marketing is based on 2 critical factors. The analysis and the decision making at the stage of the planning.<\/p>\n<h2 class=\"mainTitlesBlog\">Decision making<\/h2>\n<p>Identify the audiences, the goals considering the available budget and define what conversion means to your campaign:<\/p>\n<ul style=\"position:relative;left:15px;\">\n<li>Brand awareness<\/li>\n<li>Sales<\/li>\n<li>Registration<\/li>\n<li>Just to inform<\/li>\n<\/ul>\n<p><br style=\"clear:both\" \/><\/p>\n<h2 class=\"mainTitlesBlog\">Planning<\/h2>\n<p>Adwords is a marketing tool which can be successful when used as a part of a general strategy and not as a stand alone action. A careful planning can help you avoid a full-size failure in the competitive environment of the search market. Adwords platform provides options to plan when, where, how as well as \u00a0the ad spend of your campaign.<\/p>\n<h2 class=\"mainTitlesBlog\">Building the campaign<\/h2>\n<p>Build a theme based structure with separated ad groups for different categories of products. Separate ad groups, to enclose clear messages, describing what you are offering. Link your ads to a customized landing page containing relevant information \u00a0with a user friendly structure in order to interact.<\/p>\n<p>Endorse your values in a clear message including all the information a user needs to respond to the call to action.<\/p>\n<p>\n<span style=\"text-decoration: underline;\">Users are always seeking answers to questions like:<\/span><\/p>\n<ul>\n<li>What does the website offers?<\/li>\n<li>Why should I click here?<\/li>\n<li>Which are the benefits for me?<\/li>\n<\/ul>\n<p><\/p>\n<h2 class=\"mainTitlesBlog\">Promoting the message<\/h2>\n<p>The path a message follows to reach the right audience using Google Adwords,\u00a0 starts with a carefully selected and fine-tuned keyword list.<\/p>\n<p>Write down\u00a0 keyword lists with specified theme, use related phrases, synonyms, misspellings etc.<br \/>\n<br \/>\n<span style=\"text-decoration: underline;\">Tips:<\/span><\/p>\n<ol>\n<li>Use different keyword matching      options<\/li>\n<li>Define negative keywords to      filter the traffic and reduce the campaign cost<\/li>\n<li>Enable product extensions<\/li>\n<li>Enable various devices targeting<\/li>\n<li>Target both search and content network<\/li>\n<\/ol>\n<p><\/p>\n<h2 class=\"mainTitlesBlog\">Action<\/h2>\n<p>Let`s say the message has reached the audience. Now the action begins.<\/p>\n<p>During this stage you need to forget the term \u201caudience\u201d and focus to the client. The user\u2019s experience in online business is a high priority. Pay attention to the landing page. The design should emphasise to user\u2019s experience as a matter of usability and easy navigation that will drive to conversions and not a good impression for the design aesthetics<\/p>\n<p>Customers are seeking profitable solutions to their needs, fast simple and easy. So all you have to do when a user is clicking on your ad is to make the conversion process as easy as possible.<\/p>\n<h2 class=\"mainTitlesBlog\">Tips for Success<\/h2>\n<ul>\n<li>Use customized landing pages with easy navigation<\/li>\n<li>Remove possible obstacles (i.e. too many clicks or too many forms to complete)<\/li>\n<li>Make the user feel safe to interact<\/li>\n<li>Just make it simple<\/li>\n<\/ul>\n<h2 class=\"mainTitlesBlog\">Ongoing adjustments<\/h2>\n<ul>\n<li>Frequently monitor the campaign performance and adjust the bidding settings.<\/li>\n<li>Eliminate the keywords that do not perform.<\/li>\n<li>Try alternative ad text and\/or different call to action.<\/li>\n<li>Experiment with the landing page and monitor the performance using different layouts<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Every campaign either in traditional or digital marketing is based on 2 critical factors. The analysis and the decision making at the stage of the planning. Decision making Identify the audiences, the goals considering the available budget and define what &hellip; <a href=\"http:\/\/www.webseoanalytics.com\/blog\/two-critical-factors-in-a-ppc-campaign\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":416,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[8],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/posts\/407"}],"collection":[{"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/comments?post=407"}],"version-history":[{"count":0,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/posts\/407\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/media\/416"}],"wp:attachment":[{"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/media?parent=407"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/categories?post=407"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/tags?post=407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}