Regardless of the Pay-Per-Click advertising model used, there are still several factors that you cannot overlook if you want optimally efficient results. The retail executives have to follow these guidelines and manually monitor the campaigns.
Updating Product Information and Promotional Offers Briskly
Firstly, the Pay-Per-Click managers need to be well-informed about all new products and offers that are out in the market. This will give them the adequate time to edit and update the information and add extra details about the latest offers and products. This in turn will attract consumers and presumably increase sales. Changes in prices and availability of stock also need to be monitored on a weekly basis because ‘old’ prices and out of stock products usually repudiate customers.
Monitor “Limited by Budget” Campaigns
Secondly, campaigns marked as “limited by budget” on search engines can potentially be large profit makers. You should thus ask your PPC manager for monthly updates and reviews regarding such advertisements and you should allocate additional budget towards these campaigns if they show profit-earning signs.
Split-test and Select the “better” Advertisement
You should also test two or more adverts pertaining to the same products to figure out if certain words are hindering potential sales. By monitoring click-through rates, conversion rates, cost-per-conversion, and total return on ad spending of two advertisements which portray the same products and services using different catch phrases, you can infer which campaign is more effective. Such decisions ideally need to be reviewed after every three months.
Reviewing Extreme Changes in Key Metrics
Monthly reports on deviant key metrics (both positive and negative) will help you devise new strategies to continue the positive profit patterns and deviate from the negative patterns.
Review the Search Query Report
An occasional review of your search query report will help you find positive and negative keywords which you can add or negate from your search description. This will help you reach an extended targeted audience and simultaneously reduce random or mistaken viewers.
Enhance Your Strategy
You also need to educate yourself with the latest PPC advertising strategies and always look to improve your methods using fresh new ideas according to your budget.
Access Market Trends
Market trends pertaining to your PPC performance also need to be studied particularly when you are looking to introduce a new product to the market. Google Trends publish such reports which have been used to aid merchants looking to optimize their respective PPC campaigns.
Give New Campaigns Time
And if a new campaign has been chosen, the merchant needs to give the campaign a sufficient amount of time to provide results. A time period of three months needs to be allotted to such campaigns before you consider revising or scrapping them in case of nonperformance.
Comparison of Yearly Trends
Merchants also need to compare monthly and yearly trends at least once every three months. This will help them rediscover and apply the most effective techniques.
Keeping the PPC and SEO in Order
Pay-per-click advertising and search engine optimization are known to complement each other and thus merchants should effectively analyse both to improve their search results.
Such techniques and strategies need to be religiously followed and monitored by the merchants for the most favourable results and will surely help enhance their profitability.