Pay Per Click Campaign Management Tips
1. How to set up AdWords campaigns
Google enables up to 25 Google AdWords campaigns. These should be set up based on your main products and/or services. If your site is to sell clothing, you might set up an individual campaign for each of the following: Men, Women, Children and Baby clothing.
2. How to set up the AdGroups
Google enables up to 2000 ad groups within each campaigns. You shouldn’t be aiming for this number however you should be running various ad groups. These could be “pants”, “dresses”, “T-Shirts”, “sandals” etc.
3. How to select which keywords to add to each ad group
You now need to add keywords to each ad group. Broad keywords can be expensive. Choose less popular or more specific keywords to reduce your PPC cost. Instead of buying the keyword “sandals” try buying “buy women’s sandals”, or “Affordable sandals”. You should be choosing closely related keywords for each ad group. The downside is that it means there is a lot of campaign management. You will need to constantly make certain that your keywords are appearing in the top three to four ads and continually adjust your bid.
3. How to set up the ads for each Adgroup
Ads for these keywords need to be closely related to the keywords you are purchasing. Try and use the keywords within the actual ad text.
Test different ads, test linking them to web pages on your website and to designated landing pages. Even when you think you have a perfect ad keep testing. There is always room for improvement.
4. Designing landing pages
Landing pages can either be web pages on your website or they can be designated landing pages. The following tips will help increase your conversion rates:
- The heading of the page should repeat the search term (keyword).
- An image always makes the page look more appealing
- A clear call-for-action whi ch could either be an offer to download, to purchase or to request more information. This call-for-action should be in various forms, text link, buttons and even your image should click to the form.
- A form on the landing page very often will create a higher conversion rate than a call-for-action linking to a separate page; however, this is something that needs to be tested as every case is individual.
Debbie Cohen-Abravanel is a Web Consultant and offers a variety of Online Marketing services including Pay Per Click Campaign Management and Search Engine Optimization.