A beginner’s guide to PPC

Written on 14 June, 2012 by Karen Lim-Sam
Categories: Pay Per Click | Tags: pay per click, ppc

Pay per click or PPC marketing is a highly strategic method of capturing potential customers and is a powerful driver of conversion and online sales. However, even the most seasoned PPC expert can find managing a paid search campaign challenging.

PPC is both measurable and tactical, if you devise the right formula for your business it is a very powerful tool to attract the right audience to your business – here are five tips to make your marketing campaign more productive.

  1. Tidy up your ad groups

    As tempting as it might be to toss hundreds of keywords and ads into a large group, taking a more targeted approach will pay off on the long run. Establish several highly targeted ad groups with relevant landing pages, keywords, ad copy, call to action and observe the improvements in your data. You’ll also see a better campaign performance in Google, through higher Quality Scores and improved click-through rates (CTR).

  2. Invest in a bulk editor

    Although making small changes to ad copy is easily accomplished using the Google AdWords tool, larger changes call for a more comprehensive campaign management product such as Google AdWords Editor or the bulk editor from Acquisio. These tools let you edit hundreds of keywords at once or make changes to multiple landing page URLs, saving time and reducing mistakes.

  3. Be negative

    Negative keywords are a powerful method of ensuring your ads don’t display in searches that include that negative keyword term. Using negative keywords can take the pain out of campaign management by deflecting irrelevant traffic from your site.

  4. Embrace dynamic keywords

    Dynamic keyword insertion (DKI) refers to the act of writing ads with variable or multiple search terms, which will then revert to the user’s exact search term when the ad appears. This is an excellent way to increase the likelihood of a user clicking on your ad and can seriously improve your Quality Score.

  5. Schedule your campaign

    Ad scheduling allows you to indicate the times of the day or week that you would prefer your campaign to run – this is useful if you’ve observed that a certain time slot lends itself to higher conversion levels.

By understanding the specifics of PPC marketing, you can utilise the best tools in order to increase the potential for success. Take the time to seek out the best ways to boost conversion levels and you will be well on your way to a successful marketing campaign.

If you are new to the PPC world this may be a lot to consume all at once, maybe have a chat with one of our Search Engine Advertisingexperts if you still have any nagging questions.