PPC Management
Tips

You can either use a landing page service such as Unbounce, Instapage, Leadpages, and others.

For your website, we recommend WordPress sites, which are user friendly. You can find a good WordPress theme at https://themeforest.net/ or use a theme such as Divi and the Divi plugin Divi-Den, which has some great looking pre-designed elements that you can easily customize.

Make sure the page has relevant content and some keyword density (without stuffing or overdoing it) on the page, focused around the main keywords.

Test your site to ensure it is mobile friendly  In general, we are seeing more searches on mobile devices than on desktops, which makes sense because most people have an iPhone or Droid phone (a cell phone that has an internet connection, etc.)   Your site needs to look good on a mobile device, be user friendly, and load quickly.  WordPress sites are a good option for ensuring your site is mobile friendly.

Also check to ensure that your site loads quickly, which Google wants to see.  You can use free tools such as  Pingdom and GT Metrix.

You should structure your campaign based on best practices.  This includes a focus on relevance and search volume.  In general, run your campaigns on Google’s search network, and not on the display network.  Google (and Bing) are good at spending your money, so you want to run a focused, targeted campaign.

Set up relevant campaigns based on your goals and the geographic are you want to target.  In general, we recommend starting with the search network and target users in your area.  You may want to adjust the settings so that you are bidding competitively and running your ads on a schedule that makes sense for you.  Also, don’t start too aggressively.   Start with a daily budget you can live with, especially if you don’t get the results you want. 

Choose the right keywords.  Your keywords need to be focused on what you do and who you are trying to reach.  You’ll also want to be careful to choose the right keyword match types.  In general, we recommend that you do NOT use broad match keywords, as they can generate a large number of irrelevant search queries and clicks.  Instead, a nice mix of +broad +match +modifier and “phrase match” keywords work best, and [exact match] can be restrictive.  You can learn more about keyword match types here.

Each ad group should have it least 2 enhanced text ads, and ideally between 3-4 ads.  The ads should focus on your unique selling proposition, your service, or the product you’re selling.  It’s a good idea to have the main keyword in the ads somewhere, which can help improve quality scores and relevance.  Continue to optimize ads based on best practices and statistical data.  You can find more about writing good ad copy here

Quality score is an important component when optimizing your keywords.  Higher quality scores equate to lower cost per click and higher ad rank.  You can influence the quality score by having relevant landing pages with optimized title tags, keyword density revolving around some of the keywords in the ad group, and having the keyword in your ads.  Setting up relevant ad groups with relevant keywords can also help boost quality scores.

Negative keywords can help block irrelevant search queries, increase click thru rates and reduce waste.  It’s important to build out a rich and relevant negative keyword list.  You can find potential negative keywords by using the keyword planner tool and reviewing how users find your ads by reviewing the search terms report.

sitelink extensions can make your ads stand out, provide additional information, and give you a competitive advantage.  It’s important to strategically set up and manage your site link extensions to your advantage.