Segmentation: The Key To PPC Optimization
PPC managers who are effective will be a little neurotic. There would be no point denying this fact. No rational or sane person would want to outrun heaps of analysis and data which we come across on everyday basis. But those who have invested in PPC optimization actively will find it as a passion and also a way of life. They would often look for fresh ways of analyzing data. They love creating pivot charts, tables, and graphs. They come up with new methods of taking on old data and will also come up with different ideas.
To be precise, they optimize. This starts with a strong foundation and that is a proper account structure. By splitting up a single campaign into multiple small campaigns, the focus of every campaign is narrowed as potential audiences are more concentrated upon. As a result, the campaign is tailored depending on that potential audience and will, in turn, obtain more precise and segmented reporting. We could bid to reflect the audience’s quality accurately and set proper budgets thereby targeting our landing pages and ad copies much more. The advantages of segmenting the PPC accounts are endless. In fact, it is the key to PPC optimization. A couple of the best ways to segment the PPC accounts are through content and location.
Segmenting the PPC accounts in terms of content and theme is the most fundamental PPC optimization strategy. Everything begins here. If your PPC account isn’t constructed properly at this level, no other segmentation would make any sense. Campaigns must be fragmented by top level categories. The campaigns are where businesses set targeting options and budgets. They must reflect the business structure. The ad groups must later fall into place with parent campaign. This would let you target the ad copy and also the landing pages of yours to the users.
Your PPC account must be fragmented in terms of content if you have to target your bids, budget and the message to the exact kind of user you are looking for. When you inherit a fresh account, this is often one among the top places which need to be addressed in PPC optimization. The best thing to start with is by speaking with your client about the business and how they would want it to be broken down. A great account structure will always depict the thinking of a marketing executive or a CEO about the business. Another idea would be looking at the website of the client. Usually, the websites will be readily fragmented by categories of high level.
The foundation of the account that already exists would be solid. Besides, the account made total sense and also was structured as per various priorities of the company and also the business divisions. But there will always be trouble in hiking the conversions while simultaneously decreasing the cost per conversion. People of UK might possibly respond to various keyword combinations and also the ad copy more when compared to the people of US. Besides, the competition, as far as PPC optimization is concerned, is slightly different in two countries. In London, there would only be some companies bidding on social terms. Here you can target both UK and US or focus on one. The location is one important role in PPC optimization for the PPC ads need to be more attractive and catchy to the people.