PPC Management Tips

Start With the Destination

Your web site or landing page is critical to your Google Ads advertising success. Your site (or landing page) needs to look visually appealing, have a strong call to action, have good content, load quickly and look good on a mobile device.

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.

Optimize Title Tags & Site Content

Make sure that your landing pages are optimized, especially the title tags.  The title tags help Google and other search engines understand what the page is about.  Generally, pick a title tag where the main keyword is focused on relevance and search volume.  You can use the keyword planner in your Google Ads account to find a good keyword to focus on.  

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

Make Sure That Your Site is Mobile Friendly

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 (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.

Focus On Best Practices

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

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. 

Run Relevant Keywords and Match Types

Choose the right keywords.  You 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.

Write Great Text Ads

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 ideas 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

Don't Search For Your Ads On Google or Bing

Searching for your ads on Google or Bing can hurt your results, can lower quality scores and click thru rates.  And if you continue to search for your ads, there’s a good chance that they won’t be shown to you at all, as Google (and Bing) will think that you are not finding the ads relevant.  Instead, log into your account, and click the tools icon on the top right of Google Ads and use the Ad Preview and Diagnosis tool.

Quality Score Is Important

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 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.

Use Negative Keywords to Block Irrelevant Searches

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.

Track Results & Conversions

It’s critical that your track results and conversions.  Every site should have Google Analytics installed on their website.  You can gather a wealth of knowledge with Analytics, including how long users stay on your site, and what pages they visit.  You can also track conversions (actions) thru Google Analytics.  Or you can track conversions, such as form submittals and phone calls from your site, by using conversion tracking thru your Google Ads account.  Either way, Google has an excellent tag implementation team that can help you properly install conversion tracking.  Contact Google Ads customer support or your Google Ads manager for help with this.

Manage & Adjust On A Regular Basis

PPC advertising is not a set and forget form of advertising.  Google Ads & Bing Ads needs to be strategically optimized on a regular basis (bi-weekly), including reviewing recommendations in your account, removing low quality score keywords, reviewing the search terms report, adding negative keywords, adjusting bids, optimizing ads and more.

Leverage Sitelink Extensions

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

Get the Help You Need

Don’t waste your time and money adverting on Google or Bing if you are not knowledgeable in PPC advertising.  Google Ads & Bing Ads are both complex, and inherently have substantial waste and inefficiencies built in by default.  We strongly recommend that you either hire a knowledgeable Google Partner and Bing Ads Professional to manage your PPC campaigns or get individually certified in Google Ads management and Bing Ads management.

Need help?

Talk with a knowledgeable PPC management expert about your business.  Get custom help with your Google Ads & Bing Ads campaigns.

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