A PPC Manager is responsible for managing and optimizing paid search campaigns to drive traffic, leads, and revenue.
Meet Max, the PPC specialist who’s confident, assertive, and always looking for ways to improve his campaigns. However, Max has a few weaknesses that tend to get in the way of his success.
The Keyword Selection
One day, Max selected some keywords that he thought were relevant to his client’s business. However, he didn’t realize that they were too broad and generic. As a result, his client’s ads were showing up for irrelevant searches, wasting their budget.
Insight: Be specific with your keyword selection. Use long-tail keywords that accurately reflect what the customer is searching for.
The Ad Copy
Max wrote some ad copy that he thought was witty and attention-grabbing. However, he didn’t consider how it would resonate with his target audience. The ads received a lot of clicks, but the conversion rate was low because the messaging didn’t connect with the audience.
Insight: Make sure your ad copy speaks directly to your target audience. Use language that resonates with them and highlights the benefits of your product or service.
The Landing Page
Max sent all of his ads to the client’s homepage, thinking it would be the best way to capture leads. However, he didn’t realize that the homepage was too general and didn’t provide a clear path for visitors to take. As a result, visitors were confused and didn’t convert.
Insight: Create dedicated landing pages that are specifically designed to match your ad copy and guide visitors toward a specific action.
The Bidding Strategy
Max set his bidding strategy to focus on the top positions in search results, thinking it would drive the most clicks. However, he didn’t realize that the competition was too high for the client’s budget, resulting in high costs per click and low conversion rates.
Insight: Consider adjusting your bidding strategy based on your budget and the level of competition. Don’t always focus on the top positions if they’re not cost-effective.
The Performance Metrics
Max was so focused on driving clicks and traffic to the client’s site that he didn’t pay enough attention to the performance metrics that really mattered, such as the conversion rate and cost per acquisition. He was achieving great click-through rates, but the client wasn’t seeing the desired return on investment.
Insight: Focus on the performance metrics that matter most to your client. Clicks and traffic are great, but they don’t necessarily equate to sales and revenue.
Despite his mistakes, Max is still a great PPC specialist and achieves results. He just needs to be mindful of his tendencies and adjust his approach accordingly. By being specific with keywords, creating tailored ad copy and landing pages, adjusting bidding strategies, and focusing on the right performance metrics, Max can become an even more effective PPC specialist and take his clients to new heights.