PPC, or Pay Per Click, is an online marketing tool used by search engines such as Google (AdWords) and Bing (Microsoft Ads). They allow you to reach new customers who might be using the search engines to find your services/products, by displaying your chosen text/advert at the top of search results.
Pay-per-click is often a daunting task for businesses just getting started. With so many options and settings, there is the potential to lose a lot of money if not set up correctly.
We’ve put together a shortlist of tips and tricks to help you get started when creating your new AdWords campaigns, which will hopefully let you avoid some of those costly clicks!
As Google is one of the main contenders in the PPC market (with a 37% share of the market), we’ll focus our tips around AdWords, although most of them should translate into other PPC platforms just as well.
1 - Quality Score is important
AdWords uses a ton of metrics when deciding where to place your advert against competitors. Things like budget, bid strategy, keywords and any max cost per click settings you’ve chosen will all affect your performance, but one of the more important factors to consider is a thing called the ‘Quality Score’.
Quality score is a rating given to your advert by Google (10 being the best), it’s a way of telling you how relevant the content in your advert is compared to the keywords you’ve chosen. It takes a few things into consideration including the title and description of the advert, as well as the content on the landing page and chosen target keywords.
Google are generally quite helpful with telling you ways to improve your quality score but it can also be easily missed if you’re not aware of it. Spending a bit of time on optimising your campaign to achieve a high-quality score, it can be the difference between paying 400% more or 50% less per click.
2 - Keywords, Keywords, Keywords
When creating a new AdWords campaign it can be tempting to just think of as many broad keywords as possible and type them all into the campaign. This method is a sure-fire way to lower your quality score, not every one of those keywords is going to be relevant to the copy in your advert, so try to be particular about the keywords you’re targeting. Creating multiple adverts and bundling together relevant keywords for each advert can be a good way to cover multiple batches of keywords that you want to rank for, without negatively affecting your quality score.
3 - Create landing pages that convert
Appearing in Google search for your chosen keywords is all well and good, but spending all that time on optimising the campaign will be a waste if your customer doesn’t find what they’re looking for when they arrive on your website.
You may think sending visitors to your home page will be the best option? But there are two main downsides to this; one, it will negatively affect the quality score of your campaign and two, people are lazy. Making people click around your website to find the specific bit of information they’re looking for will be a guaranteed way to increase the bounce rate of the advert.
So, how do you solve this? Create a unique and eye-catching landing page specific to the new advert you’ve created. Include keywords used in the campaign where relevant and ensure there are big call to action buttons/forms that encourage visitors to convert.
If you need a hand creating a top-notch landing page, get in touch!
4 - Think negatively
Not in your day-to-day life, we want to keep that all positive (apart from the Covid tests)! But when it comes to AdWords it’s a different story.
Once your campaign is up and running you’ll be able to get reports on what keywords people have searched for to find your advert. You may notice a few keywords that aren’t relevant or you don’t want to appear for showing up in the list. So you can easily add these to a ‘negative’ keyword list within AdWords. You may already know of some before setting up your campaign, so you can add them in before the ad starts running if you wish, popular phrases included ‘free’ and ‘cheap’. Ensuring you keep up-to-date with the negative keywords list means you minimise wasted and expensive clicks.
5 - GGOOOAAALLLLLL
Google Adwords will report on some of the key statistics regarding the campaign, a few of the key ones are impressions (number of times your advert has appeared in a result), clicks, CTR (click-through rate) and cost per click. However, one of the more important ways to track the success of your campaign is to set up conversion goal tracking. This allows you to take a particular action taken by the visitor and use it as a goal, every time someone completes that particular action it will be marked as a ‘conversion’ in AdWords. Allowing you to see how many of your visitors are actually completing the action that the campaign was originally created for.
Popular goals include completing a sale, filling out a contact form, calling your phone number or just visiting a particular page on the site. Setting up conversion tracking can be a bit tricky if you’re new to the AdWords scene but once it’s set up its an incredibly useful tool to have and allows you to review and report on the performance of the campaign.
6 - Don't leave me
So, you’ve set up your campaign and you’re overjoyed with how it looks. Time for you to sit back and watch the happy visitors roll on in…right? Well, kind of. Although Google will need some time to optimise your campaign based on your specific bid strategy and budget, it’s important to keep checking in on the performance of the campaign to make tweaks, add negative keywords, change the landing page content a bit. Use the analytics provided by AdWords as well as your own knowledge about the business to analyse and review the performance, don’t just set it up and leave it for 6 months and then wonder why it hasn’t been performing very well. We suggest doing a full review of the campaign at least once a month to increase the chances of the campaign working well for you.
That's a wrap
We hope a few of the basic tips and tricks above have been of some use, but if you’re ever stuck with setting up an AdWords campaign or have an existing campaign you’re not sure is performing as well as it should; get in touch! Our PPC experts will be happy to help.
I’m off to buy a burrito after looking at wrap GIFs for too long. Mmmmm burrito.