Seven PPC Spend Checks Your Dealership Should be Conducting
- March 14, 2018
- Posted by: Kari Jones
- Category: Search Engine Marketing, Tips For Dealers
To make PPC campaigns as effective as possible, it is important to conduct maintenance regularly. This involves reviewing your adverts to make sure that you are getting a decent return on investment on your PPC spend and that you are not spending too much per click.
At Click Dealer, we conduct spend checks for our dealers on a monthly basis to get a clear idea of your digital marketing development. Our team of SEM experts recommend making the following checks to ensure that you are achieving the best results.
Cost Per Click
When you are reviewing your PPC account, it is important to make sure that you are not spending too much for the clicks that you receive. It is a good idea to go through all of your keywords to see if they are still searched frequently and that their cost per click (CPC) is affordable. You also need to make sure that you are not being outranked by your competitors.
Account maintenance is not just about reviewing your existing keywords. In order to keep up with current trends and your competitors, you need to be conducting keyword research constantly to find the most effective to bid on.
You should also look at how many people have viewed your adverts and compare this to the industry average. If your goal is to improve your website’s visibility and your impressions are not surpassing the average, you may want to consider bidding on broader keywords, so that your ad appears for more search queries.
PPC Spend Budget Allocation
As part of your PPC spend checks, you should review all of your campaigns to see if it is worth shifting your budget. If you have campaigns which are not performing very well, you may find it more beneficial to decrease your investment in them and instead, increase the amount you are spending on campaigns with a high click-through rate and conversion rate.
To optimise your ads, you should try to determine what works and what doesn’t. Having two or more ads in an ad group can help you narrow this down. Although ad copy does not directly affect ranking, it will help persuade searchers to click on your ad, so you should try to figure out which elements, such as call-to-actions, are most successful and replicate them in other descriptions.
The purpose of spend checks is to improve the performance of your ads and maximise profits. Consider removing any landing pages which are not performing well, so that you can allocate more of your budget towards the pages which lead to conversion.
Negative keywords are words and phrases which you can tell Google that you do not want to rank for. While this may sound counterproductive, negative keywords ensure that your ads do not appear for irrelevant searches, so that you are not paying for clicks which don’t convert.