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AdWords Campaign Management Tips for PPC Beginners

Google AdWords PPC Campaign Management

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.

 PPC Campaign Management Extensions

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.  PPC Campaign Management Tips

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+.

Is PPC Advertising is Right for Your Local Business?

Pay Per Click advertising may have a reputation as a costly and overly-competitive endeavor.

Sure, that might be the case if you are bidding on popular keywords that cost over $3 per click.

However, Pay Per Click advertising actually offers extraordinary control and flexibility over who sees your ads, and under what keywords they use to trigger them. This can be huge for local business.

The fact of the matter is, PPC advertising can be momentous game-changer for all types of companies. The trick is knowing the right keywords to bid for, as well as knowing the minor (yet significant) intricacies of setting-up a paid search campaign.

In this post, we are going to breakdown some of the advantages and techniques to using Pay Per Click advertising for your local business.

The Advantages of PPC Advertising for Local Businesses

For local businesses, PPC advertising can be HUGE for a local company's marketing efforts. In short, Google AdWords enables advertisers to set campaigns so that their ads are only triggered to users in certain geographic regions.

Let us give you a prime example: A bike shop wants to promote its niche inventory of road bikes, namely 'Orbea bikes' being one of the keyword targets. The bike shop, located in Traverse City, MI, can roll-out a some ads for this particular keyword that are only shown to search engine users in the northern Michigan region, or within a specified radius of Traverse City.

Assessing the PPC Playing Field

Determining if PPC advertising is right for your business requires some keyword assessment and competitive analysis. First you must pinpoint the keywords that the most relevant to your company and what your business has to offer. In addition, you must assess the cost per click (CPC) of each keyword to evaluate whether or not the investment is worth the website traffic.

Once you have some keywords that are relevant and within your budget, you must search those keywords to get an idea of how competitive they are in the search results. If you are only interested in local traffic, the size of your market will have a major influence on your decision. For instance, notice the paid listings above for "chiropractors."

This search was set so that we were looking for chiropractics in "Boston," a large metropolitan area. As a result, the local competition for this keyword is fierce, and we may want to do some more research before rolling out an Pay Per Click ad.

Social Momentum in Search

Notice in the image of the 'Orbea bikes' ad above the social integration of Google+, "Jason Whittaker +1'd this page." This nice little ad enhancement is an example of how Google is infusing its social media platform (Google+) in the search results.

These little social icons are also popping up in the organic results. For local companies, this holds even more marketing importance. At the end of May, Google ditched its 'Google Places' pages (often shown in the search results for locally-oriented keyword searches) for a new format called Google+ Local pages. Google+ Local pages are designed for local businesses, and are somewhat like a hybrid of Google Places pages and Facebook brand pages. This is because Google+ Local pages are associated with both social (Google+) and search.

As a result of these big changes by Google, righteous businesses can capitalize on building cohesive Internet marketing campaigns that involve social media, SEO, and Pay Per Click advertising. Building a successful campaign takes research and analysis of your business, its market, and your competition. In some cases, PPC advertising may not be in the best interest of your business, and SEO and web optimization is the best route.

Nonetheless, the emergence of Google+ must not go overlooked. So whether you're pursuing organic SEO to increase your rank, or seeking immediate search engine exposure via ecommerce PPC advertising, keep the social top of mind, because it's definitely a primary focus for Google.

 

This article written by Tyler Tafelsky, one of our website optimization Internet marketing specialists here at OIC Group, Inc.

Visit Tyler on Google+

 

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