PPC Management
Tips
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PPC Management Tips
Need help?
Get custom help with your Google Ads & Bing Ads campaigns.
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.
Optimize Title Tags & Site Content
Make sure the page has relevant content and some keyword density (without stuffing or overdoing it) on the page, focused around the main keywords.
Make Sure That 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. 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.
Don't Search For Your Ads On Google or Bing
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 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.
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
Manage & Adjust On A Regular Basis
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 set up and manage your site link extensions to your advantage.
Get the Help You Need
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