PPC Strategies For Resource-Conscious Marketers
Director of Content
When it comes to PPC advertising, there are times when companies get too carried away and become their own biggest competitors. By implementing the wrong strategies, business owners can deplete their PPC budgets in the blink of an eye. If you want to avoid these unsafe, money-wasting traps (e.g., failing to monitor query reports, not geo-targeting correctly, didn’t test before launching an ad, etc.) or simply are resource-conscious, you have come to the right place.
Pay-per-click advertising is amazing – but only when business owners hone their PPC strategies and make them efficient. Without proper organization, their campaigns can quickly turn into something that’s dreadful. Don’t worry though; PPC marketing doesn’t have to be exhaustive, costly, chaotic, or confusing. Start by streamlining your information and get things organized with the tips below:
Don’t Hesitate to Outsource or Delegate
Although one may have basic digital marketing experience or knowledge, it does not mean that business owners should take it upon themselves to do everything from start to finish. In fact, there comes a time when every single team member simply cannot increase their workload due to the limited number of hours in the day. In the world of pay-per-click marketing, juggling too many projects and tasks at one go will almost certainly cause the team to miss critical elements of running a successful PPC campaign. These little mistakes may then snowball and translate into a significant loss of money and results.
Remember that this doesn’t have to happen to you. Instead, take some time to identify opportunities to outsource or delegate non-critical tasks. In addition, balance the PPC budget carefully to allow for funds for delegation. By offloading some of the weight to an expert PPC team, you have more time to get creative.
Focus on the Right Things
In order to run PPC campaigns more efficiently, it is important for business owners to ask themselves if they are doing anything that’s redundant and holding them back from succeeding. Every so often, consider reviewing the task list and highlight the things that are wasting time, as well as those that help. As you enhance any active PPC campaign, you will eventually understand that most of the results come from only approximately 20 percent of one’s efforts. The remaining percentage falls upon busywork that can be reduced to allow the team to achieve more in less time.
Take Advantage of Automation Features
Another way to conserve your resources is to take advantage of Google’s or any other search engine’s automation features for PPC marketing. With that said, any decision that can be made based on logic should be automated to at least a small degree, e.g., bidding on keywords, budgeting, or filtering information. Let the machines reduce the amount of work your team does so that everyone can continue honing their creative strategies.
Perform Manual Tasks Efficiently
In some cases, strategy-driven and creative elements can’t be automated as they most likely require human intervention. This, however, doesn’t mean you should just wing it and hope for the best outcome. Work on streamlining these manual tasks and make the steps as efficient as possible. For example, don’t jump around from campaign to campaign. Tackle them one at a time so that you are clear on what needs to be done and can keep track of your resources efficiently.