Pay Per Click Campaign Management Tips | SEO PPC Plus Blog

Pay Per Click Campaign Management Tips

It is very exciting setting up your first Pay Per Click Campaign, however, unfortunately most people rush into this project without any prior experience and are then surprised that they are not getting the amount of leads they expected or that the campaigns are costing far too much.

Many first timers set up one ad group, add tons of unrelated keywords, and then have all these keywords pull up one or two advertisements. Often these advertisements are then linked to the website homepage.

If this is the way you are running your campaigns at the moment, STOP, don’t read any further. Login to your Adwords account and pause all of your Ads as you are just throwing money away.

  1. How to set up Adwords campaigns
  2. You can have up to 25 Google Adwords campaigns and I suggest you set these up based on the main products and/or services your company is offering. Let’s say you have a website selling clothing. You could set up a separate campaign for Men, Women, Children and Baby clothing.

  3. Setting up the AdGroups
  4. You can have up to 2000 ad groups within each of the campaigns. Obviously I wouldn’t suggest anything close to this; however, you should definitely be running a variety of ad groups.
    If we continue to use the above example under the campaign named “Women” you could have separate ad groups for “pants”, “shirts”, “T-Shirts”, “shoes” etc.
    Each ad group should then contain around 5-6 closely related keywords.

  5. Adding keywords to the ad groups
  6. Very broad keywords can be extremely expensive. Choose less popular or more specific keywords to reduce your cost. Instead of buying the keyword “shirts” try buying “buy women’s shirts”, or “Affordable T-Shirts”. The downside of this is that there is a lot of campaign management. You will need to make certain that your keywords are appearing in the top four ads and adjust your bid accordingly.

  7. How to set up the ads for each Ad Group
  8. You need to remember that the ads for these keywords need to be related to the actual keywords you are purchasing. There are two reasons for this:

    a. Google gives a quality score to each keyword. If the keyword, ad text and the landing page all seem to Google to be closely related then your quality score will be higher, and you might be placed higher in the search results than your competitors even though they are paying more per click than you.

    b. Your visitors are more likely to convert to sales or leads. If your visitor has entered a specific keyword into the search engine, they then see the same keyword in the ad, and then by you repeating the keyword in the title of the landing page you are confirming to the visitor that they have reached a page that is related to their search term.

    Google enables you to set up multiple ads for each ad group, however, I don’t suggest you set up more than 4 ads initially until you get the hang of things. I suggest you initially try one of the following:

    a. Write two different ads, copy each ad so you have two versions of the exact same ad, and then link each version to a different landing page. You could test out linking directly to a web page on your website compared to linking to a designated landing page that has been written specifically with the keywords in mind.

    b. Write two to four completely different ads

    The one, very important tip I have here is that don’t make decisions too hastily. You need to receive quite a number of click-through’s and conversions to decide which ads are performing well and which aren’t, but just because you don’t get any clicks on an ad for a few days don’t be tempted to remove it. Strange things happen and very often these ads can pick up.

    Once you have a couple of good performing ads, pause or delete the none-performing ads and test new variations. You should always be looking to improve your conversion rate and just because you feel you are doing OK this does not mean that you can’t be doing better.

  9. Writing and designing landing pages
  10. As mentioned above landing pages can either be web pages on your website or they can be designated landing pages. The following tips will help increase your conversion rates:

    a. The heading of the page should repeat the search term (keyword).

    b. An image always makes the page look more appealing.

    c. A clear call-for-action which could either be an offer to download, to purchase or to request more information. This call-for-action should be in various forms, text link, buttons and even your image should click to the form. It is amazing how people click on images so why waste the click?

    d. A form on the landing page very often will create a higher conversion rate than a call-for-action linking to a separate page; however, this is something that needs to be tested as every case is individual.

    If after reading all of the above you realize that you do not have the resources to run an efficient pay-per-click campaign, contact SEO PPC Plus for a quote for your Pay Per Click Campaign Management.


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PPC management company
December 5th, 2009


January 19th, 2010

This is great advice. I wish I would have read it before I set up my own AdWord campaigns when I first started the Polished Publishing Group (PPG). Another bit of advice I'll add, that I learned along the way, is you can choose all the great keywords you want, and you can choose the highest CPC … but if you haven't submitted your new website to the search engines ahead of time, you still won't show up. This may seem silly to the pros out there, but I didn't realize this was necessary until two or three weeks of watching my campaigns not generate any clicks whatsoever. Since then, I've learned to submit my site monthly, I've started a blog, and I now also write regular online articles. All these extra steps have helped me to generate more website traffic.

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