Pay Per Click Advertising: Show up at the top of the Search Engines in a hour.

PPC Advertising can get expensive so, it is important to carefully manage your account

Deploying new Google Adwords and Yahoo Search Marketing “Pay Per Click” accounts will bring new and relevant traffic to the site quickly. Strategies such as creating new ad copy, adding negative keywords, geo targeting and hourly targeting will keep spending low. 

Pay Per Click Advertising has more to do with keeping people OUT of your website as it does to attracting potential leads. So in each monthly meeting we monitor where the spend is going and whether it was effective or not based on our Google Analytics.

To learn more we encourage you to read the Tips to Managing Your Google Adwords Campaign and 10 Common Google Adwords Mistakes below.

Tips to Managing Your Google Adwords Campaign by Dylan Balle

• Note: do not let Google “optimize” your campaign, under campaign settings turn ‘on’ rotate.
• Test all 3 kinds of Google ads types in different campaigns and write different ads for each.
  • Search
  • Content
  • Search Partner

Make 3 Campaigns

• Money Makers – specific keywords with high traffic – with these bid HIGH in the beginning to get more impressions.  Google determines your quality score in the first 1000 and so you want as many clicks as
  possible.  Lower to 4 – 8 position after that.
  
  
• Generic – one or two phrase keywords that people use when they search in a longer questions or statement
  
  
• Long Shots – ultra competitive keywords that are expensive, bid low and hope.
  
  
• You will begin to discover ‘star’ keywords that bring the most conversions, (or have high impressions with high CTR’s) set these in yet another group and pay the most attention to them.  Make ad changes, have a landing page set for them etc.
  
  
• Don’t forget to add, exact and phrase match.
  
  
• Remember, if you have a low quality score your clicks will cost 3 times as much.  To fix that take low quality score keywords and move them to a new ad group, create a new ad and landing page.

80/20 Rule

• Spend the most time on the high impression keywords this will have the greatest effects on clicks and profits

Using Google’s Tools

• These are under the Tools Tab.
• When using the suggestion tool you can put in what you will pay for them and it will give you an avg position.
• Use their ‘possible negative keyword’ tool

Traffic estimator tool

• This will tell you how many hits to expect a day. Put in $100 as your top bid and see what happens. How many clicks can you expect and at what positions.

10 Common Google Adwords Mistakes by Dylan Balle

1. Neglect split testing
   
   
2. Let Google retire your ads
1. Turn on ‘rotate ads’ and turn off ‘ optimize ads’

3. Shoot to increase CTR and not conversions
   
   
4. Ignore your display URL
   
   
5. Create adgroups with unrelated keywords
   
   
6. Muddy search and content results
   
1. Split these out in different campaigns

7. Ignore the 80/20 rule
1. Spend time on the keywords with the most traffic
   
   
8. Declare split testing winners too early
1. Shoot for 100 clicks

9. Forget to set phrase and exact match
   
   
10. Ignore negative keywords