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It Pays to Pay Per Click – Part 1: Segmentation

It’s no surprise that search engine pay per click (PPC) advertising has become a necessary tool in Internet marketing. For some, using PPC providers, such as Google AdWords, is a true blessing. For others, not so much.

If PPC marketing is exceeding your expectations, that’s great. But, if you’re not happy with your results and feel that you’re not getting the return on investment you think you should be getting or used to get, it’s time for a change. It’s time to reevaluate the way your PPC campaigns are structure.

One of the key factors you want to look at is the opportunity to segment within your PPC advertising platform, itself. By segmenting your campaigns, you’ll be able to see where your money is going and where it’s best spent on an hourly basis. Think of it as creating mini campaigns as part of your major one, by segmenting variables like time of day, day of week, and what type of device your PPC ad is viewed on (just to name a few). For example, you can have the exact same ad set to run in various ways – one ad to appear strictly on mobile devices on weekends and one to appear only on desktops and laptops during normal business hours.

By segmenting your PPC marketing campaigns, you’ll be able to determine where and when the majority of your leads or sales are coming in and when and where you should be investing your money. Knowing these important factors and closely watching the stats can thereby cut your costs, generate more leads or sales and ultimately yield a better return on your PPC investment.

Managing your PPC marketing campaigns is a learning process, to say the least. Campaign segmenting is a great first step in determining where and when your ad makes the most sense. To learn more about pay per click management or our online marketing agency, please contact us. Read part 2 in this PPC series about the importance of PPC keyword consistency.

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