AdWords Campaign Management Tips for PPC BeginnersPosted by oicadmin on 06/25/13
Tags: pay per click , keyword bidding , ad extensions , tips , ppc , google , adwords
Managing a PPC campaign on Google AdWords can be a confusing undertaking, even for adept search marketers. Many businesses and advertisers balk at the PPC model because they think it's an ineffective waste of ad spend.
The truth of the matter is, when a PPC campaign is well-constructed and properly-managed, the results can be quite substantial. It all comes down to understanding the basics of PPC campaign management.
Whether you operate a small business with a local target market, or an ecommerce store with national focus, the PPC campaign management tips mentioned below will help to ensure your PPC investment is profitable.
1. Ensure Your PPC Campaign Settings Are Correct
Upon creating your first PPC campaign in AdWords, you are presented with many settings options. A few of these options will make or break your campaign if not addressed.
- Always select the option to run a "Search" only campaign (never combine Display & Search PPC advertising campaigns.)
- Know your geographic parameters. If you're doing PPC campaign management for a local business, you'll want to set your ads to display only to searchers in your specified target locations.
- Set your ads to rotate evenly. Although Google will display a warning sign, disregarding the warning. Even ad rotation is key to conduct ongoing testing of ad copy (which is critical for high volume keywords.)
2. Take Advantage of Ad Extensions to Make Your PPC Ads Pop
Ad Extensions are a feature in Google AdWords that easily enhance the presentation of your PPC ads. There are many Ad Extensions to choose from, and none of them require an extra fee to use.
Go through the various Ad Extensions and pinpoint those that are most relevant to your business. Professional PPC campaign management services utilize 2-4 different Ad Extensions (e.g. "SiteLinks" can be used for any type of business, as well as "Call Extensions" and couple others.)
If you're managing a PPC campaign for a local business, then you'll definitely want to consider "Location Extensions." If you have a ton of Google+ followers, then you may want to include "Social Extensions." The combination of at least 2 Ad Extensions will significantly improve the click-through rates of your ads.
3. Create Extremely Tight & Focal Ad Groups
It's extremely important to develop each ad group around very focal keyword groupings. A good tip for PPC campaign management is to only include about 3-5 (or less) similar keywords in one ad group.
This is one of the biggest PPC campaign management mistakes advertisers make. Not only will tightly segmented ad groups enable you write more targeted ad copy per grouping, but keyword quality scores can increase and cost per click (CPC) can plummet. It might take a bit more work to develop 10 ad groups, as opposed to 4, but your overall PPC campaigns will have greater efficacy across the board.
4. Avoid Using Broad Match Keyword Bidding
The fact of the matter is, Google's definition of "broad" is extraordinarily broad. Bidding on the keyword phrase "red wagon" could make an ad trigger for "burgundy hatchback." That example might be extreme, but know that broad match keyword bidding is a good way to suck your budget dry on keywords you may not want to target.
Instead use more precise bidding strategies like "modified broad match" and "exact phrase match." For more tips on how to use these bidding strategies, checkout the section under "Keyword Bidding" on this PPC strategies article I wrote last year.
5. Never Stop Exploring, Nor Fine-Tuning
Once you think you have your PPC campaign on auto-pilot, think again. There's always ways to fine-tune your account. Whether by conducting negative keyword research, or exploring new keyword variations to add to your list of targets, the search landscape is constantly evolving.
Features like "Product Extensions" (for ecommerce) and "Click to Call" (for local mobile) are becoming game-changers for various businesses. Continue refining your practice in PPC campaign management and you'll learn Google Ads in no time.
About the Author
Tyler Tafelsky is the Internet marketing manager here at OIC Group. Tyler is highly engaged in many facets of search marketing and social media. You can email him directly at Tyler(at)oicgroup.net, follow him on Twitter, at YisooTraining.com, or encircle him on Google+.