Ongoing Management for Your Search Engine Marketing Campaign – Part Three

This is Part Three of a three-part series. If you missed Part One or Two, you can view those here: Part One | Part Two

In the previous parts, we looked at some great ways to monitor and adjust your search engine marketing campaign to get the best results. As a PPC management company, in this post we finish off our ongoing management list.

Before we begin, here’s the list again:

  • Add ad extensions
  • Check quality score
  • Adjust bid types
  • Check click-through rates
  • Review segment links click-through rate
  • Review split tests
  • Check landing page conversion rates
  • Check leads
  • Check sales
  • Add negative keywords
  • Review search impression share

Let’s continue where we left off by looking at landing page conversion rates.

Landing Page Conversion Rates

In Part One, we looked at how to check your quality score, and in Part Two we talked about checking click-through rates (CTR). If you are receiving a quality score of at least 4 and a click-through rate of at least 1-3%, the best thing to keep an eye on is your landing page. This will help you get the most out of your campaign.

If you’re using a company website as the landing page for your ads, you may find that your landing page conversion is low. In this case, it’s best to consider switching to a micro site that is used for pay per click only.

If you’re already using a micro site and it is underperforming, split test the offer and headline. These two factors have the highest impact on the results.

Other factors to check include:

  • Submit button
  • Hero image
  • Body copy
  • Security symbols
  • Credibility indicators

Make sure not to change too much at once, as it’s easier to monitor results when you know which factors are influencing the results.


Reviewing lead volume is one of your primary leading indicators of success. If your campaign isn’t getting clicks and leads, your campaign won’t succeed. Review and adjust ads, and use the previous tips to monitor what increases your clicks and leads.


Clicks and leads are strong indicators of success; however, you should also track your lagging indicators. These include sales presentations and sales.

Negative Keywords

If you’re using phrase match for your ads, you want to ensure that that you are not paying for unnecessary clicks. A negative keyword prevents your ad from being displayed from certain words or phrases. To eliminate these unnecessary clicks, review the keywords that people are clicking on and add negative keywords on a daily basis.

Search Impression Share

If your campaign is built efficiently in terms of quality score, click-through rate, and landing page conversion rate, you are ready to scale up. To do this, a good metric to review is impression share lost.

For example, if you find that a specific keyword is performing well but you are only showing up for 50% of the impressions that are available, you could quickly grow business by increasing your bid/budget for this keyword.

Monitoring your campaign and doing this on a regular basis can yield amazing results.

Using all of these tips to perform ongoing management of your campaign is the best way to make the most of it and dramatically increase your clicks, leads, and sales.

Please share any thoughts or questions with us by leaving a comment below.