A Simple Guide to Pay Per Click (PPC) Advertising (Part 3)

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Part 1 of PPC Guide

Part 2 of PPC Guide

For the final part of this simple guide to pay per click, we will dive into everything you need to know when creating your account.

 

Account Creation

 

The creation of your account is quite crucial, make sure it’s well planned out, but at the same time remember not to spend too much time stressing over each and every detail. With AdWords, things can be changed quite easily and constant optimisation should be done to improve the account and make sure you stay ahead of competitors. An account that is well created is going to make things easier, but it doesn’t mean a poorly created account isn’t going to perform, it just means that more changes will need to be made in order to

When it comes to creating accounts there are several main components that should be considered with more care.

 

Building Your Account
If only account creation were this easy

 

Keyword

 

When it comes to keyword creation, you need to ask yourself a few questions.

  1. What are my customers searching for?
  2. Is this keyword relevant to what I provide?
  3. Is there intent to convert with this keyword?
  4. Is there going to be enough traffic for this keyword?

As with everything in PPC, there is no guaranteed formula, this will still require testing.

Once your list of keywords has been made, it’s time to categorise them into ad groups and campaigns.

Do you know what keywords your customers search for?

 

One of the mistakes that we see come up most often is the focus on using what we call “vanity keywords” in their account. Just because you want to show up for it, it doesn’t necessarily mean people who are searching for it will want to convert or in other cases it may be a high cost keyword in which you will get no return from.

 

 

Ad groups

 

It’s important to keep in mind that an ad group houses your ads. What this means is that if you want to show ads with a different message, you need to split your ads and keywords into the appropriate ad groups.

By grouping similar keywords and ads in their own ad group, you are then able to show ads which are more specific and applicable to the inputted search query.

Ex. You’re looking to buy a car, if you put in the model and make of the car into the search engine and you see an ad come up with the same model and make; you’re much more likely to click on it than if the ad just had a generic headline like “Buy Car Now”.

 

 

Ad creation

 

Which brings us to ad creation!

Ads are all about grabbing the attention of your target audience and be so captivating that they have no choice but to click.

A rule of thumb to ensure your ads are irresistible is to have your unique selling points and sort of call to action in the ads. If you want calls, ask for them, if you want them to buy, say so! You’d be surprised at the results. Have ad variations to test your ads against each other, in most cases each ad group should have three ads, one of which has a mobile device preference. Lastly, try to make sure your landing pages are as relevant to the ads as possible. Just because you get a good click through rate, doesn’t mean people will convert if you send them to the wrong place, or even if it isn’t immediately evident that your page leads to what they need.

Character limit of ads:

25 characters for Headline

35 characters for Description Line 1

35 characters for Description Line 2

35 characters for Display URL

Important to send them to the right page
Make sure the ad and the landing page are as relevant as possible.

 

Campaign

 

Grouping of ad groups into campaigns is a little more difficult because it will require you to take a few more factors into account.

 

Location

 

Location settings are set at campaign level, which means that if you are looking to target different locations (which is advised because people tend to search quite locally) the campaigns will need to be split.

People like to search in local areas. Showing them ads with those locations will help them decide Local Searches2

Budget

 

Your daily budget is also set at the campaign level. It’s important to consider two things when you decide on a budget.

The obvious one: How much are you willing to spend? This is relatively self explanatory as you will need to pay Google with real money (none of that monopoly stuff).

The less obvious one: How feasible is this budget? Will this budget get you anything in return? It is important to recognise that there is a cost to acquiring conversions. If your cost per click is £2 and you have a £2 daily budget, the likelihood of getting a conversion is improbable. Although throwing a huge amount of money doesn’t necessarily mean you will get conversions it’s good to keep in mind that when spend is plotted against conversions it is rarely ever linear, especially in lower spends.

We often see accounts which are struggling to achieve a good amount of conversions amass a substantial increase when they increase their spend by even a small percentage.

 

Performance

 

There will be no performance to base your decision on when you initially create your account, however, it is important to make sure to put campaigns that are performing similarly in separate campaigns. High spending keywords will “hog” budget and therefore new keywords and other keywords won’t get the chance to show.

 

Network

 

It is necessary to decide what type of campaign you would like because different campaigns means you are showing your ads differently.

Search network: Search networks show ads on the search engine result page, these text ads are triggered by the keywords that you have set up in each ad group.

Display network: Display network shows ads on sites affiliated with Google in what’s called a Google Display Network. This means that they show ads in many formats such as: text, images, interactive and video ads. Display network ads are not triggered by searched keywords.

Search and display: Like the name suggests, it covers both the search network and display network, duh.

Shopping: Shopping campaigns are product listing ads, meaning your inventory will show with the images on the search engine result page. I won’t go into detail in this guide because then it wouldn’t be “simple” anymore.

Shopping Campaigns exist as well but that will be for another article

 

 

That’s it for our simple guide to pay per click! I really hope you enjoyed it.

Please let us know if there’s anything you don’t understand or would like to learn more about!

Tweet to us at @broadplace!

Goodbye! Hope you enjoyed!

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Part 1 of PPC Guide

Part 2 of PPC Guide

 

Written By Jeffrey Chang