Pay Per Click (PPC) advertising is an investment of time and money, so you need to know as soon as possible if a particular campaign is successful or not. Search Engine Journal has been talking to different experts in their SEJ interview series and recently caught up with Ilya Lichtenstein from Mixrank to discuss how to run successful PPC campaigns. Here are the highlights from that conversation:
Over 80% of PPC campaigns fail, according to Ilya’s data. So you need to look at leading indicators when you first start a campaign and watch progress with a critical eye. You can usually tell in the beginning if it is going to be in that 80%.
Don’t waste your time tweaking a failing campaign to try and get it going. Good ones don’t start slow most of the time, and failing campaigns don’t resuscitate. You are better off killing the slow starters and investing in the ones that work from the start.
Figure out what makes your successful campaigns work and repeat it. Keep trying until you get some breakout successes and copy the things that work. It will take some time (remember that percentage of failures) but as you find your successful campaigns you will get better at your strategies.
One observation you could make on this advice is that you cannot be emotionally attached to your PPC campaigns. If you have a favorite that is just not taking off, the idea of pulling the plug is painful. But statistically, that failing campaign will not speed up despite anything you try.
According to this expert, you know very soon if your PPC campaigns are going to be successful. And that’s actually good, because you don’t have to waste any time moving on to the successful ones.
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