We’d like to give a shout out to the awesomeness of the world wide web. It’s because of you, WWW, that the little people (small biz’s) can compete with all those ginormous companies out there. Why, you ask? Because now we can market to the same people they do, without spending a fortune on advertising. How, you ask? Let us tell you…
It comes down to your PPC campaign. Whether your budget is mini or massive, if you have a PPC campaign that you understand and know how to work, you’re going to see results. Below we’re going to detail some important and necessary tips that will help guide you to success.
You may offer dozens of services or products- that’s great. You don’t want to promote all of them, you’ll go through your budget faster than my husband goes through a six-pack of Bud Light Lime. Get to know which of your services/products have the best conversion rate already, which are the most popular, and which give the highest profit margin, that’s what your first promotion should be. And now, let the planning commence.
It’s All About Positioning
How you structure your keywords, ad groups, and campaigns is vital to your PPC campaign’s success. In strategizing the placement of these items, you’ll set yourself up to win through continuity on landing pages, keywords, and ads. Search engines like this. Doing this will give your QS (Quality Score) a big boost. To learn more about Quality Score, click here.
Who’s Your Audience?
We talk about this a lot here at Denver PPC, it’s so easily overlooked and so easily fixable. When you set up your campaign, if you don’t delineate your specific geographical location, you will AUTOMATICALLY go national. So, if you want to show your ads to your region soley, be sure you set this up!
Example of losing money if you don’t do this: you live in Golden, Colorado, you only service within a 20 mile radius of Golden, Colorado. You set up your PPC campaign and don’t tell it that you only service within a 20 mile radius of Golden, Colorado. People in Columbus, Ohio see your ad and start clicking away- you just paid for that click. Total waste of your budget.
Simplicity Is Better Here
Be short, sweet, to-the-point. Super important to match your keywords in your ad group to your ad text. Again, this will help your QS and keep your relevantancy. Google Ads has created Expanded Text Ads. These ads will show up in fine form across all devices, wrapping where necessary. Not only can you say more, but you give your user more information prior to making the click, too. The breakdown goes like this:
- Two headline fields (30 characters each)
- One expanded description field (80 characters)
- Your display URL using your final URL’s domain
- Two path fields used in the ad’s display URL (15 characters each)
Single Ad Network Only, Please
A common mistake is to use several ad networks in unison. This will undermine your AdWords PPC campaign, promoting negative overall effects. There are several kinds of ad networks to choose from within Google Ads. The three most common are: Search Network, which displays plain text ads in search engine result pages; Display Network, which includes static image ads, text ads, a combo of both, and animated banners; and finally Google Shopping, which not only displays the ad in the Google search engine result pages, but also in the Google “Shopping” tab.
Get Some Help
Don’t be scared to ask for help. You want your business to succeed and you know a PPC campaign can greatly contribute to that, but if you don’t have the time, patience, or money to learn how to properly manage your campaign- ask the experts at DPPC. We know this stuff. We like it. We kinda live for it.