PPC Advertizing Firm

The Quick Start Guide to Getting the Most Out of Your Google AdWords Campaigns

Google and the other major search engines have made it extremely easy for you to setup an account and start spending money with them.

Yet, they haven’t made it as easy for you to get the most for your money.

Don’t let anyone fool you! PPC advertizing is no silver bullet solution to your marketing challenges.

There’s no magic behind Google AdWords, Yahoo Search Marketing, MSN AdCenter or any other pay per click search engine. Your success with pay per click advertising comes from following a proven system day-in-and-day-out.

Here’s the 3 major components to every PPC campaign that you must pay contstant attention to.

1. Keywords
2. Ads
3. Landing Pages

Step One - Choose keywords that are highly relevant to your offer

Step Two - Write ad copy that directly relates to your keywords and your offer

Step Three -Build landing pages that offer exactly what your ad said it would give the searcher

Ok, if you only do these 3 things well you’ll be far ahead of most advertizers online today.

But, if you really want to crush your competition and get the most for you money follow these tips closely…

• When researching your keywords group them into highly related groups. You may only have 10-12 keywords in each group, this is perfect! Don’t put 50-100 keywords under one ad. There is no way one ad can support that many keywords. You want your ads to be as relevant to each keyword as possible.
• Use keyword matching options on all your keywords. Broad match, “phrase match”, [exact match], and - negative match. Here’s a link to Google’s article on keyword matching. This will give you the full details.
• Don’t get overly creative with your ads. Use Google to tell you which ads are already performing well for your desired keywords and use those ads as your starting point. You can find out what ads are already getting clicked on by typing in your keyword or phrase with a wild-card after your phrase, something like this. Keyword 6785. When you do this Google will show you only the ads that are getting a “decent” number of clicks. Use this technique right now to see what ads are peforming well for your keyword(s). Remember, your ads should always have a clear offer that is of great value to your potential customers. Want more clicks? Give your searches exactly what they want in your ad copy and they’ll gladly click on your ads.
• Split test your ads continuously to outsmart your competition, and get more clicks for less money. Split testing is simply writing 2 ads and letting Google split the traffic between them evenly. Google will track which ad gets more clicks. With this information you can delete the lesser performing ad and create a new one right away to take its place. This type of testing will give you higher Click-Through-Ratios over time. This is good for you, because Google will place your ad above your compeitors if you are getting a better CTR than them. Google does this because they want to show searchers the most relevant ads. If your ad gets clicked on the most they see it as being the most relevant. More on how to split test ads from Google. In order for split testing to work you must first “edit campaign settings in AdWords and select “rotate ads”. After about 30 clicks you should see a clear winner. The ad with the higher CTR. Keep that ad and delete the lesser performing and then create your new ad right away. Keep testing like this for the life of your campaign.
• Build your landing pages with your offer in mind. The biggest mistake advertizers make today is sending traffic to their home page or to a page that has no clear call to action on it. Don’t do this, you’ll just waste your money! Here’s an example of one of Google’s own landing pages. It is a good landing page to emulate for your own campaigns. Don’t be fooled by its simplicity. It is designed to capture the visitors contact details and give them the information offered.
• Use the free Google conversion tracking tool with your AdWords account. This conversion tracking tool will show you how many of your visitors turned into a sale, or lead. This tool will also tell you how much your leads or sales are costing you. Here’s Google’s guide on conversion tracking.
• Multi Variable test your landing pages using Google’s free Website Optimizer tool. This tool allows you to test multiple elements on your landing pages at once. It is absolutely necessary to use this tool. If you don’t use this tool you’ll never know if you are converting as many visitors as possible into leads or sales. Watch Google’s overview of Website Optimizer here…
• Last but not least… Go back and remove keywords that are generating clicks, but no leads or sales. This alone will help save you a lot of money with your campaigns.

I hope you found this guide useful. I know that it is a lot of information, but you’ll be glad that you followed these steps with your own PPC advertizing campaigns.

Seem like too much work or too confusing?

Contact us for a free overview of how we can help you get the most out of your pay per click campaigns.

Jeremiah Baker

ppc advertizing firm

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