By Nuria Gonzalez

LONDON – To run a successful pay-per-click campaign, it’s essential that you’re always aware of how each bid is performing to make sure you’re getting the best return on investment. Here’s how to do it.

Adjust your bids in phases

When adjusting your bids for more than one setting (country, device etc.), avoid making a lot of changes at once. Do things progressively so you can measure the results of each change. Split each adjustment into a series of different phases, implementing, measuring and adjusting each at a time to ensure they are working at full capacity.

Think about potential gain

If a keyword is already in a very high position, increasing your bid will only prompt the price to go up. Take into account that different bid adjustments affect one another, so be careful with big variations. Focus on the areas where the impact could be most significant.

Integrate strategy with marketing channels

Are you running an event in a particular location? Appearing on TV at a set time? Launching a display campaign? Your competitors don’t know your next steps, and you can capitalise on this. Make sure you are present and relevant when people are searching for you.

Test, test and test again

Each site is different, each audience is different and each campaign is different. Don’t take anything for granted. The results of your last campaigns will not be the same again. Regularly test to ensure you are spending correctly and receiving the best results.
Nuria Gonzalez is a senior international acquisitions manager at WhiteLabelDating.com, where she oversees the paid search activity of high-performing international dating websites, channeling millions in revenue annually.

Launched in 2003, the award-winning company provides the software, membership database, customer care, infrastructure and out-of-the-box dating solution for more than 14,000 dating sites worldwide. Webmasters, affiliates and publishers provide the brand, design and marketing, and White Label Dating takes care of the rest.