A paid search campaign can be a very profitable way to drive traffic to your website. Unlike SEO, it allows the marketer to direct traffic to a specific page on a website through ad text that the marketer has created. Paid search campaigns also allow a marketer to drive traffic to a site much more quickly than organic traffic by itself.
A profitable PPC campaign is based on solid keyword research and relevant ad text that directs to a well-optimized landing page. It is then essential to track results and conversions in order to measure profitability and make necessary adjustments. All elements of a PPC campaign can be tested (keywords, ad text, and landing page elements) but should be tested on an individual basis in order to note which change made the improvement.
We suggest creating an account with both Google and Bing.
Once you have created your account(s) it is time to organize your keywords into theme related groupings (Revenuewire offers a free tool that can help). For example, if you are driving traffic to a website promoting a driver product, your keyword groupings may look like this:
- HP printer drivers
- HP printer driver downloads
- HP deskjet printer drivers
- HP printer drivers for Vista
- HP printer drivers for XP
Because these keywords are closely related to each other, it is easier to write relevant ad text. Ad text for these keywords could look like:
- HP Driver Downloads
- Repair HP Drivers on Vista & XP
- Free Download – 100% Guaranteed
You then direct each grouping to a specific landing page. It is important to match keywords through to the landing page. Searchers should not have to look for the relevance of the page to match what they are looking for. If they clicked on “HP printer drivers” they should see that on the page. You may have the best phrases, but if the searcher doesn’t see what they are searching for clearly and quickly, they will bounce back to the search page immediately, but you still have to pay for that click.
It is also important to set up a budget and work within it. Go for long tail keywords that may have lower search volume, but cost less and have a higher CTR. For example, don’t start a new driver campaign on “update drivers”.
Once you have the basic structure of your campaign, there are a few more advanced steps you can take.
Allows you to determine which regions, countries, etc. will be shown your ads.
2. Time and Day Targeting (Ad Scheduling)
Allows you to determine specific days and times that your relevant ads will be shown.
3. Keyword Match Type
The search engines allow you to specify how exact of a match you would like for your keywords. Here are the Google definitions:
- Broad: will allow query in any word order, likely equivalents and misspellings
- Phrase: will show queries in exact order, but could have words before or after
- Exact: will only show queries that are an exact match
- Negative: prevents ads from showing for unwanted phrases. These can be broad, phrase or exact matched.
- Google Adword Editor: This is a great free application for managing ad campaigns offline. Using this tool is much easier and faster to use than doing it online.
- Google and Bing Ads free conversion trackers.