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How to create pay per click campaigns


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Easy steps to create Google pay per clck (PPC) campaigns for Beginners.

Published in: Business

How to create pay per click campaigns

  1. 1. PPC Campaign Planning and Structure By: Hassan Imtiazi
  2. 2. A/c Structure Adword Account Campaign Campaign No.1 No.2 Ad group Ad group Ad group Ad group 1 2 1 2 List of keywords Not more than 50 keywords in any adgroup
  3. 3. Example Account Furniture store Campaign Campaign Bedroom furniture Dining room furniture Ad group Ad group Ad group Ad group Beds Dressers Tables Chairs
  4. 4. Keyword Research
  5. 5. Brand names = exact match All other : “ phrase “ match Chose broad words carefully Targeting Keyword Strategy Google Adwords matching One word Two words phrase 3 words phrase Search Terms Product Exact and Demographic Brand targeting targeting targeting phrase and location Use Google search Use Google keyword base keyword research tool research tool
  6. 6. Search term variations •Plural and singular forms •Fix, fixing, fix up, fixing up, how to fix up , fix it •Spellings mistakes •Spellings variations e.g. email , e- mail •Hypenated version e.g. soup ladle and soup-ladle •One word v/s two words e.g. tea cup and teacup •Who what when
  7. 7. Adjective Price Product Qualifier Product Brand Type Types of keywords Action Location request
  8. 8. Keyword Research and Matching Strategy Broach Phrase matching Negative Exact Matching Matching Try to use phrase match as default to maximise reach Brand name – exact- careful for broad match Different ads for different adgroups Limit high volume keywords by exact match
  9. 9. Broad Match This is the default option. If your ad group contained the keyword 'tennis shoes', your ad would be eligible to appear when a user's search query contained either or both words ('tennis' and 'shoes') in any order, and possibly along with other terms. Your ads could also be displayed for singular/plural forms, synonyms and other relevant variations. Broad match keyword: Ads may show on searches for: tennis shoes buy tennis shoes tennis shoes tennis shoe photos running shoes tennis trainers
  10. 10. Phrase Match If you enter your keyword in quaotation marks, as in "tennis shoes", your ad would be eligible to appear when a user searches on the phrase tennis shoes, with the words in that order. It can also appear for searches that contain other terms as long as it includes the exact phrase you've specified. Ads may show on Ads won't show on searches Phrase match keyword: searches for: for: red tennis shoes shoes for tennis "tennis shoes" buy tennis shoes tennis shoe tennis shoes photo tennis trainers
  11. 11. Exact Match If you surround your keywords in brackets - such as [tennis shoes] - your ad would be eligible to appear when a user searches for the specific phrase 'tennis shoes', in this order and without any other terms in the query. Ads may show on Ads won't show on Exact match keyword: searches for: searches for: red tennis shoes [tennis shoes] tennis shoes tennis shoe buy tennis shoes
  12. 12. Negative Match If your keyword is 'tennis shoes' and you add the negative keyword '-used,' your ad will not appear for any searches that contain the word 'used'. Ads may show on Ads won't show on Keywords: searches for: searches for: tennis shoes used tennis shoes tennis shoes buy tennis shoes shoe used for tennis -used tennis
  13. 13. Creative
  14. 14. Use ad rotation optimizer Creative & Optimisation Destination landing 2- 4 creative’s for page & URL A/B Testing each adgroups Use dynamic keyword insertions Ad rotations for A/B testing •Different ad for different ad groups •e.g. 1st ad. only product •2nd ad. product + call 2 action •3rd ad. product + brand name
  15. 15. Ad creative 25 characters for 70 characters for the the title ad text Headline Keyword Disp. line 1 USP- key benefit Disp. line 2 features/call 2 action A/B testing
  16. 16. Dynamic keyword insertion Keyword insertion is an advanced feature that can help make your ad more relevant to a diverse audience. To use keyword insertion, you place a short piece of code into your ad text. Each time the ad shows, AdWords will automatically replace the code with the keyword that triggered the ad. Keyword insertion may be used with any text-based ad. When your ad appears on a search result page, the code will be replaced by the keyword that triggered the ad. If the keyword is too long, and would cause the ad text to exceed its character limit, the ad's default text will be used instead.
  17. 17. Example; Ad group name: Puppies code golden retrievers, Labradors, Keywords: poodles, yorkies, puppies Buy Ad text: {KeyWord:Puppies} From an Award-Winning Breeder Satisfaction Guaranteed! Search poodles Yorkies west highland terriers query: Buy Puppies Buy Poodles Buy Yorkies From an Award- From an Award-Winning From an Award-Winning Winning Breeder Ad: Breeder Breeder Satisfaction Satisfaction Guaranteed! Satisfaction Guaranteed! Guaranteed! destination URL:{keyword:nil}
  18. 18. Budget & Bidding Strategy
  19. 19. •Position 2 – 5 ideal •Bid define cost/ad position •Position 1.1 to 1.2 show over spending Budget and Bid Strategy Regularly see your quality score by clicking status col. On keywords tab. Listing positions Fri-Sat-Sun (1-3) Day parting and During lunch time parting hour & eve- (2-4) Overall Budget During lunch Google Keyword Max. CPC analysis tool to gain Daily Budget hour & eve a Quality Score Fri-sat-sun whole rating of your ads day from Great, OK or Poor.
  20. 20. Highly untargeted words – less CTR- more budget less ROI If click then uninterested shopper
  21. 21. Use conversation optimizer The Conversion Optimizer is an AdWords feature that uses your AdWords Conversion Tracking data to get you more conversions at a lower cost. It optimizes your placement in each ad auction to avoid unprofitable clicks and gets you as many profitable clicks as possible. With Conversion Optimizer, you bid using a maximum cost per acquisition (Max CPA), which is the most you are willing to pay for each conversion. Using historical information about your campaign, Conversion Optimizer automatically finds the optimal equivalent cost-per-click (CPC) bid for your ad each time it’s eligible to appear. You still pay per click but you no longer need to adjust your bids manually to reach your CPA goals.
  22. 22. Process for setting Conversion Optimizer •Select the campaign •Click edit settings •Networks and bidding (change bidding strategy) •Bidding option page •Tick conversion optimizer CPA •Click continue •Use recommended bid initially and then over the period of time change the CPAs to see the effects. •Save and activate •On campaign page we can see CPA instead of CPC (Max. CPA £5)
  23. 23. Analysis and improvements
  24. 24. What to look for in your account CTR As a rule of thumb , a CTR less than 0.5% is not good sign Keyword status See how many keywords are eligible and how many disabled by Google Avg. Position Position 2 – 5 is good, any thing on page 2 is not good Position 1-2 not really ideal First page bids If ad is not showing on page 1 you need to check your bid Quality score Click icon status col. On keyword to check it
  25. 25. Ongoing Management 1. Check notifications and accounts alters on home page 2. Go to the campaigns tab and set the time range for each campaign carefully not so long not so short. 3. Review keywords performance daily 4. Review ads performance weekly 5. Refine keywords and ads based experience and testing 6. Use AdWords Editor to manage your campaigns 7. Finally , test new keywords and ads in your campaigns
  26. 26. Thank You © Hasan Imtaizi, MA, Cert. DigM email: Web Profile: