Here are 5 useful Tips to remember when developing a new Pay Per Click account. Read on to find out how Organized Campaigns & Ad Groups, Keyword Research, Geo Targeting, Landing Pages and Setting the right budget all can help you create a high quality account.
Tip #1 – Organized Campaigns & Ad Groups
Typical Search Engine PPC Account (Account – Campaigns – Ad Groups – Keywords & Ads)
Considering that Search Engines put a ton of importance into Keyword Relevancy, it is good to organize your Pay Per Click Account into organized campaigns and further into specific ad groups. A great way to start is by breaking your account out based on the services you may offer. For this example, let’s use a mortgage broker company. The company offers residential loans, commercial loans, and jumbo loans, each of which can be used as campaigns.
Within these campaigns, we can build out ad groups based on the types of programs offered for each. Residential Loans may have Conforming Loans, Stated Income Loans, Interest Only Loans, etc. Equally, the Commercial Loans campaign may have the following ad groups: Construction Loans, SBA Loans, Bridge Loans, etc. Now that we have our campaigns and ad groups set up, we can use a Keyword Tool (Tip #2) to determine the keywords to include in our ad group. Lastly, we will set up Ads.
A highly organized and structured campaign will allow for easier management but will also help bring your Cost per Click down.
Tip #2 – Keyword Research
In order to get the most out of your ad group and your account as a whole, it is important to perform some keyword research with a Keyword Tool. Google’s Keyword Tool (free) as well as Wordtracker (paid) and Keyword Discovery (paid) are very helpful resources for this information. Use these tools to determine which keywords generate the most traffic and apply them to your ad groups. Be sure to keep your groups organized and keywords relevant to each other and your site.
Tip #3 – Geo Targeting
For websites that only service a particular state or region, Geographic Targeting should be utilized. The targeting options across most Pay per Click Platforms can get pretty specific making it easy to target only the customers you really want. Furthermore, by only displaying to your target audience, your account should maintain a better ROI (return on investment), afford you higher quality traffic and in turn a better overall performance.
Tip #4 – Setting Budgets
Budgeting capabilities are one of the absolute best advantages of Pay per Click accounts. In the “old days” online advertising worked on a pay for impressions (ad views) basis. Now, for the most part, most platforms allow you to utilize the PPC (actual interaction with your ad). This allows for a much higher sense of value for your dollar. The idea that you are only being charge when someone actually clicks your ad and visits your website is very powerful.
When setting your budget it is important to understand that your ad will be shown based on a complicated formula. The website will usually try to spread your ad views out through the day and if you budget is too low, you may only show a few times an hour. It is important to test different budgets and CPC’s (cost per clicks at the keyword level). Try a high budget the first week or so, then bring it down a bit. See what works best for you and what gives you the biggest returns. Once the visitors click your ad, it is important to Convert them, or have them perform your desired action. Let’s talk a bit about Tip #5 – Landing Pages.
Tip #5 – Landing Pages
This is a large topic but for the sake of this article, let’s just cover it briefly. Landing Pages are a great tool and are vital in converting your traffic. A Conversion is anything that you determine you want a visitor to do on your site. If you have an ecommerce site, a conversion may be purchasing something. For others, it may be filling out a form or application. Sometimes it just might be visiting a certain part of your site where you offer information. By having a quality landing page, you can be assured that you will be getting the most out of your visitors and that your money is going to good use.
That’s it for this set of tips. Check back soon for more.
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