Setting up an AdWords campaign is relatively simple in and of itself. But is it just as simple to create a game-changing, cost-effective campaign which produces excellent conversions and incredible ROI? That takes a little more knowledge, skill, and hard work. If you are having a hard time finding the edge you need to achieve your advertising goals, our 7 PPC management tips can help you improve your results.
One of the single most useful strategies in PPC management is to set up more than one ad group. In fact, you should try and make your ad groups as targeted as possible to specific themes.
Ideally, every single keyword that you use in your campaign should have its own ad group. This will ensure that they are displayed at the most appropriate times to the most targeted users.
In general, you want to create ad text which mimics what users are likely to type into search. If you are looking for a way to make a single ad specific to a range of queries, one way to do it is with a feature called Dynamic Keywords Insertion (DKI).
With DKI, you create an ad, and then you list a number of keywords which can be substituted in. When users look up those specific keywords, they are inserted into the ads which display.
So for example, Your DKI ad could read, “Shop for jewelry online,” in its most basic form. But if you set up keywords like “gold jewelry,” or “wedding jewelry,” or so on, users who search for those specific terms would see “Shop for gold jewelry online,” or “Shop for wedding jewelry online.” Obviously, these ads are more likely to stand out.
You can find some incredible value in the Google Display Network, but all too many advertisers completely neglect it. Make sure to incorporate some display ads into your PPC management strategies if doing so is a fit for your audience.
PPC management goes beyond what you do in the AdWords platform. It also entails decisions you make about your website. One common newbie mistake is to direct all ads through to the homepage. The problem is that this is too generic and does nothing to steer visitors toward conversions.
Instead, you should set up a unique landing page for each and every offer you are promoting. This page should echo the same language and benefits in your ad, and direct would-be customers to take the next steps in the conversion funnel.
Another effective PPC management tool is ad extensions. These are exactly what they sound like. They are extensions to your main ad which offer additional information or functionality. You can even put in an ad extension where users can call you with a single click. If you excel at closing a sale over the phone, this can go a long ways toward improving your ROI.
When you run a search in Google, you have the option of including negative keywords. These are keywords you do not want displayed in your results.
You can also set up negative keywords in PPC management for your ad campaigns. These are keywords you specifically do not want to target, because they are irrelevant to what you sell.
Returning to the jewelry example, imagine you sell only gold jewelry, not silver jewelry. If a customer shopping for silver jewelry clicks on your ad, you pay for that click, which wastes money.
If you specify that “silver” is a negative keyword for your campaign, your ad will no longer display for a customer searching for silver jewelry. That way only the most targeted users who are likely to convert will click on your ad—those who for example are actually in the market for the gold jewelry that you are selling. This makes negative keywords a great PPC management technique for saving money.
Finally, PPC management isn’t a set-and-forget type of job. It is an ongoing practice of refinement. This requires you to analyze data on how your campaigns are performing so that you can make adjustments.
The way to do this in your PPC management is to set up analytics. That way you can track the performance of your ads and landing pages. The ones which are underperforming can be improved or dropped. Those which are doing well you can continue to experiment with and attempt to improve for even better results.
Armed with these PPC management tips and tricks, you should be on your way to cutting costs and boosting profits. Good luck!