A Unique Approach to Optimize Your
PPC Campaigns for Profit
Pay per click management has evolved into a highly complex and
sophisticated online marketing tactic that several strategies and tactics are
available to marketers at any given day. How to choose from this broad
spectrum is to identify a goal or a business objective.
One of the possible objectives is to maximize profits from your ad campaigns.
Here is a five-pronged approach for you to do this. Overall, this approach
leverages on the use of Excel and on focusing on tactics that produce
maximum results with minimum efforts.
Enumerate the List of Tactics Related to Profit Maximization
This step entails listing down all PPC-related brand management services that
directly impacts profit maximization. A few examples are:
Minimizing CPC or cost per click
Boosting CTR or click through rate
Pulling up Impressions
Augmenting conversion rate
All these can contribute to your goal of maximizing profits. However, the more
pertinent question is, which should you do first?
For Each Tactic, List Down the Possible Scenarios
The elements involved in pay per click management is so intertwined that it is
quite impossible to alter one thing and expect the other elements not to be
affected. Creating a chain reaction or a domino effect is quite easy. For
example, if you reduce CPC, you can expect that the number of impressions
will also drop.
This can be considered as the most important and vital step in this five-
pronged because the correlations you will establish will serve as the
foundation for the succeeding steps.
Plot All Variables on an Excel Sheet Using Formulas that Will Show their
This is the concrete demonstration of how PPC-related brand management
services can be sophisticated backed by strong quantitative data. Your excel
sheet should reflect two kinds of variables – those that manipulate or change
and those that show the changes in lieu of your data manipulation. To an
extent, this Excel sheet will serve as a template that can show you projections
based on certain strategic and tactical adjustments.
Manipulate Data Based on Tactical Changes and Prioritize Tactics Based
on Expected Results and Risks Involved
The next step is basically to try out your Excel template by plotting in data
based on the different tactics or opportunities you listed down in Step 1. For
example, what will happen if you increase Impressions by 40% under the
assumption that CPC will also increase by 20%.
Based on the numbers you’re getting, you can now determine which pay per
click management tactics should be prioritized. But this decision is based on
many factors. These include the resources in terms of budget, time and
human capital you have, the allowable room for risks and your company’s
overall business objectives just to name a few.
At the end of the day, advertising brand management services such as pay
per click management are being held more accountable for real business
results and profit optimization is one of these business outcomes. Being able
to methodically and scientifically prioritize which tactics will give the desired
business results is highly advantageous.
Author is working as an Internet Marketing professional in an SEO company SF, San
Francisco. He likes to write informative articles on various topics related to Internet
Marketing. Through this article, he wants to share his knowledge with people who
are about to hire an Internet marketing agency for their businesses.