The Secret Sauce to Pay-Per-Click Management
If you saw the first blog post on the new site by Simon last week, he introduced me as “the resident AdWords, Bing Campaign Manager who is also a dab hand at building landing pages, split testing, call tracking and analytics.” If you didn’t see that post then it is all true and I best give you my name in that case; it’s Phill Dangerfield (aka Dangermouse).
Most of my time at Webtistic is spent delving into the fascinating world of Pay-Per-Click (PPC). I have an ever-growing passion in this element of Internet Marketing as it is all about setting yourself challenge after challenge to develop the clients’ campaigns, so that their return on investment is fruitful. It is also full of stats and figures which, sadly, I enjoy.
As Simon mentions in his post, Webtistic is all about ROI and when it comes to pay-per-click it is extremely useful to measure this stat, but only if the campaign is set up correctly. So that our clientele know exactly what they are investing in PPC and what return they are making on it, we make sure that we put in place all the necessary tracking tools. I’ll set up the vital Conversion Tracking so that we can register when a user has completed the client’s goal (whether it’s a sale or a lead). I will then whip up any essential web forms so that all the data collects into a nice neat database. We are also really into our call tracking tool that allows us to provide individual users with a unique phone number, which then means we can understand if they completed the client’s goal or not. Therefore, no leakage and ‘real’ ROI stats – talk about bottom line!
Its not all about the set up though as PPC requires consistent maintenance to really get a campaign’s wheels turning. The biggest and most important part of PPC campaign maintenance is TESTING. There is no point shoving a few adverts on to the Google Search and hoping the sales/leads will just come flooding in. Its also not as fun because you don’t get to set up mini-competitions between your adverts! As a PPC Manager I strive to seek out the perfect adverts for each client’s campaign and the only way this may ever happen is to continuously adapt the ads and compete them against one another. As a perfectionist myself, I find that I am in my element when it comes to PPC ad testing.
This is just the start of how we at Webtistic utilise Pay-Per-Click management for our clients so that they make a strong return on their investment and can clearly see its true performance. Look out for more posts by myself, offering some useful tips and advice to keep those PPC campaigns churning out the results.
I must now introduce you to Nisha, who next week will be talking about Social Media at Webtistic. As you would expect she is a sociable character and is integral to getting our clients’ names out there via the social platforms e.g. Facebook, Twitter, Google +.
Thanks for reading!
“Test, then test, then test again!”