Pay per click campaign management is not as easy as it may seem. If you are considering a Google pay per click campaign or already running one and not sure why the leads aren’t flowing in, read on and learn how to optimize your PPC campaigns for improved performance.
1. Run some keyword research and create a list of keywords you wish to purchase. Use the “Google Keyword Tool ” in order to find relevant keywords. Don’t go too crazy with long lists of keywords. It is best to start of with a few keywords and slowly build up your list as you get more experienced.
2. Split your keyword list up into very small groups of related keywords. If you are selling beds your groups could be something like: kids beds, beds for kids and cheap kids beds. Another group of keywords would use the word children, so you would have a different group for childrens beds, beds for children and cheap childrens beds. You would then have another keyword group for kids loft beds, loft beds for kids and so on.Try not to use more than 5 keywords in each group.
3. You should test broad, phrase and exact matching over a period of time and keep the better performing ones and delete or pause others.
4. Add negative keywords. You probably want to add “free” to this list unless you are planning on giving away beds for free, and maybe “second-hand” unless of course you deal with second-hand beds. Use the keyword research tool to find words that you definitely don’t
want to buy as you know that they will not be used by potential customers.
5. Set up your AdWords campaigns. Your campaign for the above two groups could be named ‘childrens and kids beds’ or you could have a separate campaign for “childrens beds” and another one for “kids beds” It is just a matter of what works best for you.
6. Set up your Adgroups. You will have one group named “childrens beds”, another for “kids beds’ and another for “kids loft beds” and so on.
7. Place the relevant keywords within each ad group.
8. Write ads based around these keywords. Write anything between 2 – 4 ads per group. Try and add a good call-for-action in the ad text.
9. Link the ad to the appropriate page on your website or to a designated landing page that has been written especially for this group of keywords. Do not under any circumstances link to your homepage. This is one of the biggest mistakes made and where money is lost. Home pages generally don’t convert very well so be creative and create a landing page or at least link the ad directly to a relevant page on your website.
By following the above pay per click campaign management tips you should be on your way
to building yourself an effective AdWords campaign. Remember that this is an ongoing project and once your ads are running you will constantly need to be checking each adgroup and running some A/B testing on your landing pages. You will want to remove expensive keywords, check which positions work best and are most economical, add new keywords and remove poorly performing ads. Refine ads that are getting good click-through rates and try to improve the conversion rates.
Debbie Cohen-Abravanel has been running PPC campaigns for over 5 years. She gained most of her experience in a large International hi-tech company where she was Online Marketing Director since the year 2000 and has recently started her own SEO and PPC Company: http://www.SEOPPCPlus.com
Debbie offers PPC Campaign Management Services
. These can be anything from running your entire PPC campaign to just taking a look at your current set-up and helping you improve your ROI.
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