3 Components for successful PPC

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How to use Google AdWords Right

Most people can create a Pay Per Click campaign.  The difficult part is keeping results consistent and always adapting to the consumers.

Amateur or professional, there are 3 components that shape your campaign:

  1. Research
  2. Implementation
  3. Optimization

Within each of these points, lays subcategories.

Let’s start with RESEARCH

What do I need to research?

  • Business Goals
  • Target Audience
  • Keywords

Without Business Goals, you are running around blindfolded looking for a Bitcoin. A campaign is useless.  Your business goals need to cover these questions:

  • What actions do you want users to take once they click on your ad? Make a call? Make a purchase on your website? Sign up for your newsletter?
  • What is that action worth to the business? This will help you determine your budget and bidding strategy.
  • What do you want this campaign to fulfill? Brand awareness? App downloads? Product purchases?

Next, determining your Target Audience is how you will decide where to direct your ads

  • Who do I want to see my ad?
  • Where is my audience located? My city, state, country, or global?
  • What do the customers want?
  • Why is my product or service the best option for customers?

Now, keywords

Imagine the mindset of your customers. What search terms would you type if you were wanting to purchase a service or product online from the website you are promoting?

Along with important keywords, it is just as important to create a list of negative keywords.  These are search terms that people might search related to your product, but those which aren’t likely to make a purchase.  A list of negative keywords will reduce wasted clicks, improve clickthrough rate, and save you money.  One way to save you from the guessing game is using useful tools like Keyword Planner.


What do you need to implement?

  • Campaign Structure
  • Ad Copy
  • Landing Page
  • Campaign Reports and Settings


Campaign Structure is the skeleton to your advertising.  Your list of 5-10 keywords should be split up into specific ad groups.  You can’t have too many ad groups, so you can strategically divide your keyword list among your ad groups and test which ads bring you the most clicks.  Your ad groups will depend on the content of your website and the audience you plan to target.

Now that the campaign structure is laid out, you can begin to develop your ad copy

Ad Copy is the text in your ads that customers will see.  They need to grab attention and direct visitors to your landing page.  You must differentiate yourself from your competitors.  It would be wise to write down a list compelling ad copies with a unique selling point.  Use your keywords to convey the benefits of your product or service.

Landing Page is the web page that customers will land on once they click your ad.  You want the landing page to be relevant to the text in your ad copy, or else you will receive a poor quality score from Google and likely won’t rank as high as your competitors.  You want the landing page to be aesthetically appealing and guide visitors to take an action within 8 seconds.

Campaign Reports and Settings are vital to tracking progress and faults.  You want to see which ads/keywords are performing well in order to avoid wasting money.  You can adjust settings in your campaigns to target specific locations, age groups, gender, income level, etc.  You will also want to set up conversion tracking so you can monitor which clicks lead to a sale or store visit.  Without these settings and reports, you will be taking a shot in the dark and possibly wasting hundreds of dollars.

Last but not least…OPTIMIZATION.

Optimize at the campaign, ad and keyword level.  Different ways of specifying your target and optimizing your ads are as follows:

  • Device – mobile, desktop, or tablet
  • Network – Search Partners or Google Search
  • Dimensions – Hour of the day – to see when you are spending most of your money
  • Delivery – Accelerated or standard
  • Lost IS (rank) – shows you which campaigns are losing impressions because of ad rank
  • Test Ads – use a consistent ad to compare your test ads with
  • Action words – using emotion words like “Discover” or “Explore” entice people to click
  • Watch CTR – keywords with low CTR should be taken care of immediately
  • Negative Keywords – always include negative keywords that you keep unwanted clickers away

A successful PPC campaign needs continuous care, attention, and maintenance.  Always test ad copies against a constant to see how it affects your ranking.  You will want a professional to help set it up and if your budget affords it, have them manage it, especially for the first 6 months.  The money spent on a professional will save you in the long run so you don’t waste money in the beginning on mistakes and in 6 months, still, don’t have it set up properly.  There are many articles and videos out there to help you run your campaigns, but you also have a business to run!  The best advice is to have a pro help you out.

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