A day in the life of a PPC girl.
I am one of the people here at TechWyse that does pay per click management for our client base. I thought I would take you all through a day in the life of what I do here. For one particular client, I had all the appropriate keywords with great quality scores. My positions were in the top 5 for all Google searches. Let's not forget the awesome click through rate result I was getting. I just was not getting the conversions I was hoping for! This was very frustrating as I was not sure what I should do next to improve begin getting the resutls my client needed.
How did we solve it?
One of the Certified Google Analysts at TechWyse Internet Marketing informed me of the best organic URLs associated with the top searched keywords. In other words we looked at the exact keywords that we were marketing and figured out which was the best keyphrase associated to that keyphrase on the website. This is called PPC Silo Mapping. We linked the keywords with the specific URLs. It is a very time consuming process (because in one campaign you can have many URL's) however, at the end of the day it is worth it.
What was the result?
The combination of great quality score keywords and what Google Analytics recommended as the best URLs gave me the best conversion results I have seen to date for this particular client! We had a 25% increase from the previous month on the same campaign.
In addition to what I mentioned please see http://searchenginewatch.com/showPage.html?page=3630641 for recommended suggestions to improve your PPC campaign. Don't forget to periodically review your ads and keywords as what worked yesterday will not necessarily bring success tomorrow. We always should be fine tuning our PPC campaigns.
Stay tuned for further additions to my PPC diary! 
I will be posting a case study with these hard figures from silo mapping in coming weeks.
Written By PPC_Girl
Known in the TechWyse offices as Lisa, the PPC Girl is a Campaign Analyst that digs deep into client campaigns to figure out what is working and what may not. Many of her blog articles rely on strong experience and empirical evidence found through analytical data.
Yes you’re right. We need to fine tune our PPC campaigns on a regular basis. You can generate as many ad campaigns as you wish, split them down into specific keyword clusters and bid on as many key phrases as your funds will allow. It doesn’t come much better than that.
In PPC ad campaigns, the point to be noted is that a PPC ad is not a selling one. It has only one aim, to prompt the visitor to make a click. It’s the duty of the PPC landing page to actually effect a conversion. The landing page should have enticing content smoothly synchronized with the ad to guide the visitor through the conversion process. And of course the content should have strategically placed keywords that would fetch a top listing in search results.
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