Blog items tagged with "adwords"
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+.
Tags: paid search , strategies , tips , ppc , google , adwords
Without some degree of know-how, Google AdWords can be a confusing platform to operate. In short, there's a number of little intricacies, that without the proper understanding, can become big nuances.
In this article, I share with your five empowering tips that will help you overcome this common nuances.
Create Focal Ad Groups That Contain Only a Few Keywords
One of the most popular PPC mistakes is including too many keywords in one ad group. Trying to cover a laundry list of keywords in one ad group makes it challenging to write a highly targeted ad. In addition, your keyword quality scores may not reach their highest potential.
When developing or optimizing a PPC campaign, be mindful to ensure your ad groups contain only a handful of highly relevant keyword groupings (a max of 4-5 is ideal.) Not only does allow you to write targeted ad copy while helping to improve quality scores, but having highly focused ad groups enables you leverage better landing pages.
Split-Test the Verbiage of Your Ad Copy
A powerful way to continuously improve your ads' click-through rate (CTR) is to split-test the verbiage of your ad copy. The process is actually quite easy. Create 3-4 ads with slight variations of ad copy, and run all of the ads at the same time (be sure to select the option to "Rotate to show ads evenly" in the Settings tab of AdWords.).
Tracking your split-tests is very important to ensure that you're progressing and improving your ad copy. You'll want to take note of the CTR% of each ad, as well as the modifications you make to the verbiage and structure of the ad. Equally important is to avoid making too drastic of adjustments to the point when you lose track of the perfect wording that offered the highest CTR.
Take Full Advantage of Ad Extensions
The ad extensions feature of Google AdWords can enhance the appearance of an ad while expanding the coverage of its real estate. Ad extensions are also free to implement, so they're definitely worth taking full advantage of.
Before jumping into ad extensions in AdWords, it's important to understand what each extension does and how to set it up properly. There are five main ad extensions that you can leverage for you PPC campaigns. These include:
- Sitelinks Extensions
- Social Extensions
- Location Extensions
- Product Extensions
- Call Extensions
To learn more about what each of these extensions do, and how to activate them, visit this page by Google AdWords support.
Leverage Geo-Targeted PPC Campaigns
Geo-targeting allows you create PPC campaign to target specific locations. In the initial phases of creating an Adwords campaign, you can set geo-parameters to target searchers in a specific state, zip code, or radius of a certain address. This is very important for any local PPC campaign where the advertiser has a confined service area.
National and state-wide brands can take this practice a bit deeper. Segmenting campaigns per state or city can help you tailor ads using a local approach.
Google searchers are drawn to PPC ads that emphasize geographic relevancy to their residence. This can help improve the CTR of your ads, so long as you do this in a creative and ethical manner.
Use Modified Broad Match Bidding
A great bidding technique to help make your PPC advertising more efficient is using modified broad match. Unlike broad, "phrase," or [exact] match, modified broad match uses a "+" symbol directly in front of keywords that must be included in a user's search query for your ad to be triggered.
To give you an example, if we bid on the phrase '+access +control +systems', those three words must be included in a user's search query for our ad to be displayed. (So the keyword phrase "door access security systems" would not trigger our ad, but "access control security systems" would.)
Unlike exact match, using modified broad match can help ensure that your PPC ads are being triggered when users search more detailed long-tail keywords.
Another advantage is that the cost per click (CPC) for some keyword combinations is significantly lower that exact or broad match bidding.
Managing a PPC campaign takes a some experience and know-how to find success in AdWords. I hope these tips will help you create a strong and profitable paid search campaign. To learn more, check out this Google Ads training course by Yisoo, a great program to help you learn more about this internet advertising platform.