Process Of PPC Optimization: PPC Advertising is an ongoing process. There are certain things you are going to do in a circular type pattern, so you have to start back over every week refining your PPC campaign, performance, and refining your results as well as testing everything out. Optimization requires setting it up and evaluating it against your business objectives. The following week you go back in and refine again.

Optimizing PPC campaign is circular in nature, you are looking for what has changed. This is the essence of PPC optimization. You are only looking for what has changed, at one data range to another and one date range to the next. You should check out what has changed because the internet is often changing. In addition, there are always new competitors are coming into the market. Such changes also include new keyword trends that emerge.

Number of factors are involved in having a successful PPC campaign. These includes everything from Keyword Generation, Content review and Landing page selection etc… This article will discuss seven of the most important areas, Content Review, Account structure Development, Keyword generation, Keyword grouping, Match typing, Ad Copy creation and Landing page Selection.

Content Review:
You should review the content of the website you’ll be marketing to carefully, to understand the subject matter and offerings. You should “scrape” the site for keywords when you go through this process, noting any terms that you deem relevant to the campaign. If you are formulating the campaign for a new site launch, you can use the content map or Information Architecture (IA) wire frames and copy decks to help understand how content will be organized and what types of themes will be present.

Account Structure Development:
Once you have a good sense of what the category, site, and product and service offerings are all about, you can begin to group your initial content and keyword findings into high level themes or content blocks. It can be used as the basis for your PPC campaign and will help guide your keyword research.

Keyword Generation:
Now you have your high level structure in place, so you can begin with the comprehensive keyword generation. This includes employing various keyword research tools to take your initial list of tens or hundreds and turn it into thousands. Your goal should be discover as many related terms, keyword variations, synonyms, related terms, and misspellings as you can. With paid search, you will be provided with the big list of keywords for testing purposes and then whittle down your list as you find what is working and what’s not.

Keyword Grouping:
After completing the keyword generation process, you should now be sitting with long lists of keywords under each high level content area. So you have to divide the list of keywords into very narrow groupings of similar keywords called “ad groups.”

Match Typing:
Now you should go through each keyword or keyword group and assign the match type. Match types helps you to define the rules around which queries your ads will be shown for. Many people will simply default to “broad match”, because of that your ad will be shown on any and all queries that contain your keyword – and that’s fine. However, you may want to assign a more narrow match type such as “phrase match” or “exact match” if you want to restrict when your ad is shown, limit your spend, or if you want to test out various match types.

Ad Copy Creation:
With a well defined ad groups and keywords, it’s time to create ad copies for each group. Ideally, you will run more than one ad per ad group at any one time for testing various messaging. The rule of thumb is to run at least three ad copies at a time. The most important factor is that you have to make sure your ad copy is as relevant to the keywords as possible.

Landing Page Selection:
The final step in the process is landing page designation. As part of your ad copy development, you will need to select “display” and “destination” URLs for each of your ads to drive to. The display URL defines the actual URL which is specified in your ad copy (Domain), whereas the destination URL is where the ad will actually drive (Sub links of the website). For each ad group, your goal is to find the page on the site that is most relevant to the group’s keywords.

After finishing all these steps, you then want to track these high producing campaigns at least once a month. Since the PPC optimization process does not happen in one day or one week, or one month.