Pay Per Click Campaign Management – Tips and Tricks

It seems so easy and tempting to set up a Google Adwords campaign but without some careful pay per click campaign management your campaign is doomed to fail. Here are the 6 basic mistakes newcomers make when first attempting an Adwords campaign:

1. Only one Adword campaign is set up.
2. Only one Adword Group is set up under the campaign.
3. After some initial keyword research all the relevant keywords are taken and copy/pasted directly into this one Adword group.
4. No negative keywords
5. One advertisement is written.
6. This advertisement links directly to the homepage of the website.

Well, if the above sounds remotely familiar I suggest you read on as you will find some tips on how to continue your pay per click campaign management.

I guarantee an increase of traffic, click-through rates and conversions if you follow these guidelines.

Set up multiple campaigns and adgroups targeting small sections of your business. For example if you sell toys you could split your campaigns and groups for the type of audience you are targeting such as adults, teenagers, toddlers and babies, and then split these once again for the adgroups into more specific groups. These could be board games, outside games, soft toys, educational toys etc.

Make a list of negative keywords. You will want to remove unrelated words such as "free" etc.

Under each of the above adgroups you will add small numbers of related keywords. Select the keywords carefully and make sure they are all really related to one another.

Once you have the adgroups and keywords in place you need to start writing relevant ads. Your ads should be using the keywords that you have placed within the particular adgroup. This and the landing page content will affect the quality score that Google applies to each keyword.

Now you need to write some compelling ads with a call-to-action. Give a really good reason why the visitor should click your ad and not another one.

Don’t link your ad to your homepage. Each ad should link directly to the relevant page on your website or to a dedicated landing page that has been written using the specific keywords you are purchasing. As I mentioned above this is critical in order to get a high quality score from Google but not only that, more visitors will convert if your landing page is relevant to the keyword and advertisement.

Note that a higher quality score can mean you lower your cost per click and you get listed higher in the search results.

Make sure your landing pages have a strong and very obvious call-to-action. Get your visitors to take action now that they have landed on your page.

Once you have all the above running you need to continually check your keywords. Delete expensive or under performing keywords. Monitor your ads. Once again delete under performing ads and write new ads based on the better performing ones.

If all the above seems like a lot of work and you don’t have the time to run these campaigns properly in order to optimize them fully, why not get a free assessment of your present campaign setup or request assistance with your pay per click campaign management from SEO PPC Plus.