Pay Per Click is a formidable task for anyone without a lot of experience. It is highly recommended that anyone interested in setting up a PPC campaign should consult professionals, or at the very least, take the full tour of Google Adwords before embarking on the journey to an efficient PPC campaign.
Some businesses choose to set up their Pay Per Click campaign themselves. Often times, they will create a base upon which an Internet Marketing Firm like Reciprocal Consulting will build, and mantain beyond its inception. In other cases, however, the initial campaign runs poorly, and the business enlists the help of PPC professionals to correct the issues, or create a new campaign all together. In order to avoid wasted time and bids, consider the following tips:
- Google provides a series of in depth video tutorials to help learn the ins and outs of Adwords. As stated above, it is preferable to run through these tutorials prior to using Adwords for PPC.
- Make a keyword list, using broad matching. Basically, anything that you would want a user to search for in order to find your site, these will be your keywords.
- Divide these keywords into relavant Adgroups, each of which will show different Ads. Some of these keywords may overlap, but remember, the search term should return an advertisement relavant to the search term which returns the ad.
- Include all possible variations for appropriate key words. This includes plurals (vacation & vacations), sensible re-ordering of keyphrases (europe vacation & vacation in europe), as well as different forms of the same word (europe & european), where applicable.
- Once you have your complete set of keywords for an Adgroup, including all relavant variations, duplicate the entire set to create an identical group using phrase matching and another using exact matching.
- Try to avoid one-word key phrases. Your Cost Per Click (CPC) depends on your quality score, which means if you’re bidding on highly competitive keywords (ball versus rubber ball), you may overpay for a top spot that will bring no conversion, or have no position on the search at all. Keep your keywords relavant and not only will your CPC likely be lower, but your conversion rate will be higher.
These are just a few tips for PPC. Obviously, there is much more to a successful campaign than just these six steps. For more in depth information on using Adwords, consult Google’s tutorials.