Search engine marketers at PPC audit companies need to devise ways to get the best ROI from their marketing campaigns. And when a campaign is successful, there should be ways to scale it up and deploy to different channels quickly and efficiently. One strategy that the PPC team can use is recycling successful campaigns.
Deploy Campaigns on Multiple Channels
If you are having success with a campaign on Google, use the same data for Yahoo and Bing PPC. Download your AdWords keywords and export them after replacing the campaign tracking codes. Both Yahoo and Bing know they are playing catch-up to Google in PPC and make it painless to export your campaign data.
If you want to import multiple huge campaigns, contact your Yahoo or Bing account manager. The managers will make it a breeze to get your AdWords data set up correctly on their ad platforms.
Draw and Use Templates
Use templates to track your campaign performance and optimization. Keep the templates easy to use. Excel is a good tool for creating campaign and optimization tracking templates.
Keep lists of common keyword groupings so that you can easily find and replace them for new destinations, product names, or other wildcards. Excel files with concatenate formula built for re-use will save you a ton of time when starting new campaigns.
Work with Both Paid and Unpaid SEM
Keep track of both paid and unpaid SEM efforts in your organization. Even if the two marketing activities are handled by different departments, there should be constant exchange of information for the benefit of the company.
For example, high converting paid search data can help to uncover profitable keywords for search engine optimization. By using the high converting keywords in the SEO strategy, you will save the organization time and money in keyword research and testing.
Compare paid and unpaid reports on a regular basis to discover common patterns that can help both departments improve their targeting.
Scaling up PPC success needs planning and leveraging data from different areas. PPC audit companies can use above ways to recycle search engine marketing.