PPC set up
- Create your ads
- Select keywords to match your ads to potential customers
Creating An Initial PPC Keyword List
Keyword research is the foundation of a pay-per-click campaign.
There are a few key areas that are helpful as you begin to build out your keyword portfolio:
- Company website – A website is typically peppered with core words and phrases that describe your business. Reviewing the website layout will also help identify any major themes and can help drive the structure of your campaigns.
- Keyword research tools – We recommend leveraging these tools to help you expand upon the core list you have pulled from the website. Most tools will also give you insight into volume, competition, as well as recommend starting bid. These tools will also help you identify keyword variations and synonyms.
- Think like your customer – Take a step back and put yourself in the customer’s shoes. What would someone who’s looking for your product or service type into a search engines. Often times you will find people searching a problem you have a solution to.
- Don’t forget brand terms – Seems obvious enough but there is value in showing up in both paid and organic on your branded keywords.
- Keyword research is an on-going process, but starting off with a strong list of initial keywords will start you on the path to PPC success.
Campaign Structure Basics & Best Practices
Organization is key when developing a structure for your campaigns. Proper organization can Account structure and organization will impact your quality score and influence how your account performs.
Campaigns and Ad Group Best Practices
We segment your campaigns:
- Based on the products and services you offer
- Based on geographical location
- Based on performance and bidding
- Based on brand names vs. generic names
- Based on seasonality of your service or product
- Based on keyword match types (you can also segment this way on an ad group level too.)
The ad and landing page experience that is ultimately served to a searcher is structured within your ad groups. we create a structure where campaigns, ad groups, keywords and ads all relevant to each other within your structure.
Ad Creation & Landing Page Mapping
The best keyword portfolio and campaign structure can fall flat without the proper ad and landing page experience. Relevant ads and landing pages help you achieve a click through rate, cost per lead and ROI, however, there’s something even larger at play with great ad text; your Quality Score depends on it.
The AdWords system issues a keyword level Quality Score to each of your keywords (calculated according to your exact matches) and click-through rate is one of the biggest players in the calculation. A high Quality Score ultimately helps you achieve a higher position on the page and lower overall cost per clicks, which means your budget can stretch a bit further for the same amount of clicks. We consider:
- Brand: Borrow from other marketing areas and the landing pages to keep the message consistent.
- Products/ Services: The language in your ad text should reflect what product or service you can provide to the customer and any brand advantages
- Goal: Outline the action you want your audience to take on the landing page. Example: Buy now, sign up today, learn more.
The Expanded Text Ad
We use the 170 visible characters (headline, description, and URL path) to encourage a user click on your ad.
- Headline 1: 30
- Headline 2: 30
- Description: 80
- Path 1: 15
- Path 2: 15
Beyond the ad itself, we take advantage of ad extensions (appear below the ad in the example above). The full list of available extensions can be found on the Adwords Support site. Our favorite include:
- Sitelink – Link customers directly to areas of your website
- Callout – Text based links to highlight benefits
- Location – Encourages people to visit a brick and mortar business
- Call – Allows people to call directly from your ad
- Price – Shows the price of products or services
Landing Page Creation
- Your Unique Selling Proposition (USP)
- The main headline
- A supporting headline
- A reinforcement statement
- A closing argument
- The hero shot (images/video showing context of use)
- The benefits of your offering
- A bullet point list summary of benefits
- Benefit and features in detail
- Social proof (I’ll have what she’s having)
- A single conversion goal — your Call-To-Action (CTA) (with or without a form)
Campaign Creation & Settings
Search Network with Display Select
- Search Network Only
- Display Network Only
- Universal App Campaign
Finalizing Your New AdWords Account
- Step Two: Ad Group & Keyword Creation (complete)
- Step Three: Create your first Ad (complete)
- Step Four: Finish account set up