Keep reading to find out how you can create the stage for exponential gains using powerful PPC analytics tools<\/a>.<\/p>\n PPC campaign management is all about driving impact from your PPC campaigns, including your preliminary research, campaign set-up, and ongoing optimization.<\/p>\n As with any digital marketing strategy<\/a>, it\u2019s about showing positive results. And if your strategy isn\u2019t showing a strong return on investment (ROI) from your digital marketing budget, it\u2019s time to switch it up.<\/p>\n With PPC campaigns, you pay per the number of clicks or site visitors and land prime real estate on platforms like search engines and platforms like Google and LinkedIn without earning them organically. Google Ads is by far the most popular PPC ad network, but there\u2019s also Bing Ads, Facebook Ads, Linkedin Ads, and Taboola, among others.<\/p>\n Successful PPC campaigns and PPC marketing strategies<\/a> offer many benefits, including:<\/p>\n Data-informed PPC campaign management will give you the insights you need to keep improving your results over time.<\/p>\n Follow the steps below, and you\u2019ll be well on your way to becoming an expert PPC manager.<\/p>\n Before you can achieve your goals, you need to set them.<\/p>\n How do you define success for your PPC campaigns?<\/p>\n Is it to gain 100% more website traffic in the next quarter? Increase sales conversions by 50%? Bring in $1 million of revenue? Boost newsletter subscribers by 300%?\u00a0 Or, something else entirely?<\/p>\n Pro tip: <\/i><\/b>When setting your goal, make sure to be specific. Set a timeframe and identify the <\/i>metrics you will track. Then schedule times to check in on your progress and adjust accordingly.<\/i><\/p>\n Remember to set realistic targets, too. If your goals are too outlandish, you are just setting your campaign up for failure.<\/p>\n The right keywords will ensure your PPC ads are shown for the relevant search queries. You also need to keep competition in mind, as you can lose a big chunk of your budget when bidding on highly competitive keywords if those clicks don\u2019t convert.<\/p>\n Start by making a seed list of all the keywords your target audience<\/a> may be searching for. Next, you\u2019ll need to evaluate them using a keyword analytics tool<\/a>.<\/p>\n Google Ads Keyword Planner is a tool to start with but to really hone in on better data and in-depth analysis, you\u2019ll want to look into more advanced tools.<\/p>\n With Similarweb\u2019s keyword overview page, for instance, you can immediately see vital keyword data at a glance, including (but not limited to):<\/p>\n Keyword seasonality, for example, can give you insight into what time of year is best to bid on particular keywords. Some might be obvious, but this type of feature can be a huge asset for less obvious seasonal trends.<\/p>\n Beyond the time of year, it\u2019s also very important to keep an eye on what your competition is doing. Odds are, you have competitors that have already optimized their PPC ad campaigns and have determined which display ads and keywords work best in your niche. You can save a lot of time researching and testing things out on your own, and instead, take a peek at what is working for your competition.<\/p>\n How? You can use Similarweb\u2019s advanced tools to access important historical online advertising information on any company.<\/p>\n The most important metrics to look out for when investigating keywords for your PPC campaign are cost per click (CPC<\/a>) and quality score. If the keyword has a high-quality score, this means the ad will cost less while ranking higher. Your maximum bid is multiplied by the quality score for your CPC.<\/p>\n We recommend using our 7-day keyword filter<\/a> to access the freshest keyword info in order to refine and optimize your keywords in real time.<\/p>\n For each keyword you research, try to answer these four questions:<\/p>\n Now that you have a nice list of relevant keywords for your PPC ad copy, you should group them into different ad groups based on category and keyword similarity.<\/p>\n For example, some keywords may only be relevant to one specific product you offer, so you\u2019ll want to group these keywords together. Make sure each ad group is highly specific so that these groups will be as relevant to the ad you are running as possible to get a higher chance of driving clicks and conversions.<\/p>\n Don\u2019t forget to take user intent<\/a> into account. Intent is everything when it comes to a successful PPC campaign. If you choose keywords that people use just when looking for inspiration\/information, it will be a waste of your PPC budget<\/a>. But if you select keywords that users search for when they are ready to buy, you can get a great ROI.<\/p>\n You don\u2019t want to waste any of your budget on keywords that are irrelevant or have low conversion rates. Negative keywords are search terms that may have overlapping words but have nothing to do with what you\u2019re advertising.<\/p>\n Add these terms as \u2018negative keywords\u2019 into your ad group to avoid your search ads being displayed on these search terms. Voila! Your ad will now never appear in searches for these terms, thus ensuring your budget isn\u2019t going to waste.<\/p>\n Now that you know what keywords to target, it\u2019s time to write some compelling ad copy<\/a>.<\/p>\n Great PPC ad copy should achieve two goals: attract qualified leads that choose your ad over your competitors\u2019 ads and repel unqualified leads that eat up your ad budget by clicking through needlessly.<\/p>\n You\u2019re probably already spying on your competitors’ ads. They might even accidentally be targeting you. But you can, and should, take this PPC competitive research<\/a> a few steps further.<\/p>\n With Similarweb, you can research the real impact of your competitors\u2019 ads in numbers. This way, you don\u2019t only manage your PPC campaigns based on your own analytics, but you can optimize based on your competitors and even your industry at large.<\/p>\n Similarweb\u2019s media analytics tools allow you to uncover the types of ads that work best instantly.<\/p>\n Now that your PPC ads are live, the work doesn\u2019t end there. You should constantly be tracking and measuring the performance of each of your ads to see what\u2019s working and what isn\u2019t.<\/p>\n Some metrics to track:<\/p>\n![\"Illustration](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/PPC-Campaign-Management-1.png\")
<\/p>\nWhat is PPC campaign management?<\/h2>\n
What are the benefits of PPC campaigns?<\/h2>\n
![\"6](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/PPC-Campaign-Management-2.png\")
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How to manage a PPC campaign that converts<\/h2>\n
![\"How](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/PPC-Campaign-Management-3.png\")
<\/p>\n8 steps for successful PPC campaigns<\/h2>\n
1. Set goals (and be realistic)<\/h3>\n
2. Conduct keyword research<\/h3>\n
![\"Keyword](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/PPC-Campaign-Management-4-scaled.png\")
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3. Organize your PPC keyword lists<\/h3>\n
4. Research negative keywords<\/h3>\n
5. Craft your copy<\/h3>\n
6. Spy on your competitors\u2019 ads and analytics<\/h3>\n
![\"media](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/PPC-Campaign-Management-5-scaled.png\")
<\/p>\n7. Track and measure performance<\/h3>\n
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