Often times, a PPC campaign runs like clockwork. They are so fully automated that we tend to just check the standard metrics for our periodic reports, but don’t look too deeply into what’s really going on in the user experience. Many marketers aren’t paying attention to the small details that can actually have a big impact on campaign performance.
PPC campaign strategies that fall into the “set and forget” category need a forensic review on a regular basis. As marketers, we need to make sure they don’t keep chugging mindlessly down tracks that are falling out of favor with the target audience.
Here, I offer some self-checklist questions and professional marketing tips using commonly available analytics tools that will help you improve PPC campaign performance.