Properly investing in PPC can result in nearly guaranteed ad placement in the search engine result pages of their choice. And this placement can help generate leads. If your ads tool is tightly integrated with your CRM, you can even leverage ads data to nurture these leads across their buyer’s journey.

As you prepare to create a PPC campaign, it’s important to get a rundown of what a successful campaign entails and identify management missteps that you’ll want to avoid.

Building a successful PPC campaign includes a few key steps:

• Determine your PPC campaign structure.
• Identify, build, and refine your campaign’s landing pages.
• Create a keyword strategy based on your research.
• Create ads based on insights from the steps above.
• Share your campaign plan with stakeholders.

The problem is, many marketers have poor PPC campaign management, which ends up costing them way more money than they need to spend and delivering underwhelming lead generation results.

Here are a few ways marketers could go wrong with PPC campaign management:

• Coming up with keywords on the fly without doing prior research.
• Only building one basic campaign without utilizing Google Ads’ Ad Groups tool.
• Attaching unengaging landing pages — or a homepage that generates no leads — to the campaign.
• Not adding “negative keywords” or monitoring campaigns to avoid wasting budget.
• Creating campaigns, setting budget caps, and going live without telling internal or external stakeholders.

So, how do you manage a PPC campaign properly so that you get leads at a reasonable cost? It comes down to intelligent campaign structure.

How do you master intelligent campaign structure? You use a template!

PPC Plan Template

We’ve created a free PPC campaign management template that will help you and your clients set up a full-funnel campaign structure that follows PPC best practices. Once you do that, you’ll be better positioned to maximize the return on your PPC investment.

If you’re running PPC campaigns for someone who doesn’t understand the importance of an organized campaign structure, this template will also act as a PPC campaign management task checklist that will enlighten your boss or clients.

We’re going to show you how to use that PPC template in this blog post — so download it now and follow along.

Steps for Using This Template

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Source:: HubSpot Blog