Michele Robertson has been working with Google Adwords and other PPC work for a number of years now. Whilst many clients are very familiar with Adwords now some are still taking their first tentative steps. Today Michele gives a very brief introduction to Google Adwords.
The first step in setting up a PPC (pay-per-click) campaign is deciding on the keyphrases you would like to pursue. The keyphrases can be a mixture of terms from all stages of the buying cycle. From interest, research and purchase. They can include product terms, informative phrases and calls to action. Prefixes can be added to many such as ‘buy’, ‘quality’, ‘discount’ etc. Competitive terms can also be used for keyphrases that you feel your website should be showing up for in search. For example, if one of your competitors was showing on the first page for ‘quality shirts’ and your website is on the 3rd page of search, your competitor will achieve the majority of clicks through from searchers. The long-term approach to resolve this is by building and implementing an organic search SEO strategy but when you are looking for a quick-fix you can use Adwords paid search to ensure you are at the top of page one for whatever search terms you like.
Key things to remember when setting up your PPC campaign are that your keyphrases should be separated into groups. Related keyphrases should go together into their own ad group with a relevant website landing page and ad title/copy. Ad groups can have any number of keyphrases included in them but ideally should all be similar or related to one another. The landing page content and ad title & copy should include the keyphrases used in the ad group in order to achieve a high quality score for the keyphrase. The quality score is a score out of 10 that each keyphrase is given by Google Adwords. Ideally you want to have a score of at least 6. Google rewards you with a lower cost when you have a high quality score so you can achieve more clicks for your budget.
Your budget can be set by day and it is up to you to decide how long you want the campaign to run for. Depending on how much you want to bid per click you can estimate where you want your ad to sit and how many clicks you will get for your budget.
Campaign monitoring involves keeping track of your quality scores and keeping track of the ad’s position on Google. Some campaigns can take a few months to settle as each campaign needs to be monitored and optimised depending on any changes in competition, cost and keyphrases.