PPC Basics

PPC
Basics
Start making profits from your Adwords campaigns
Trace Ronning

www.wordtracker.com

Contents
Chapter 1: What is PPC? 5
Who uses PPC? 8
How can I make PPC work for me? 8
What about SEO? 9

Chapter 2: Get sales fast with PPC 10
Choosing keywords 11
Where else you can find keywords 12
Building a campaign 13
Networks and devices 13
Bidding and your budget 14

Chapter 3: Creating ad groups and writing text ads 15
Writing your first ad 17
Write a catchy headline 17
Use your keywords 17
Make your benefits clear 18
Use a strong call to action 18
Landing page correlation 18
Ad rotation and scheduling 18

Chapter 4: Upgrade your PPC with these advanced strategies 22
Sitelink extensions 23
Location extensions 24
Product extensions 26
Call extensions 26
Advanced targeting with Gmail 27
The more, the merrier 29

About Trace Ronning 30

Wordtracker.com Link Building | 2

Also published by Wordtracker:

Videotastic! SEO for Profit Quick & Easy
A must-have guide to planning, Everything you ever wanted Keyword Optimization
producing and marketing and needed to know about At Last, Keyword
effective web video. search engine optimization, Optimization Made Easy
Click here to learn more all in one guide. Click here to learn more
Click here to learn more

101 Web Content Ideas, Article Marketing Ecommerce Copywriting
Tips and Resources A practical, effective Write sizzling website copy
To help you engage your way to create inbound that turns more visitors
readers, please the Panda, links for your site. into buyers.
and get more widely shared. Click here to learn more Click here to learn more
Click here to learn more


The Wordtracker Academy
Free articles, case studies, tips and tricks to help you grow your online business through effective
keyword research, pay per click advertising and search engine optimization (SEO).

We’ve commissioned some of the world’s best online marketing and SEO professionals to be your
guides.

Follow Wordtracker on Twitter, Google+, YouTube, LinkedIn and Facebook.

Need help with your online marketing?
We’re here to help, so if you’ve any questions about this book or your search marketing strategy, we’re
happy to answer your questions. Just email support@wordtracker.com


Chapter 1 | What is PPC?

Imagine a world in which an advertiser only pays for advertising that actually works.

A world in which you don’t have to worry about placing a 250x250 ad in a newspaper and hope
that it brings some foot traffic into your retail shop and covers your expenses.

A world where people are, in a sense, searching for your advertisements as opposed to avoiding
them at all costs.

That’s essentially what pay per click (PPC) advertising is, folks. It got its start back in the year
2000, when Google introduced a self-serving ad platform, AdWords, as a solution for small
businesses to advertise effectively online.

The idea was fairly simple, allowing users to bid on specific keywords, and when a Google
searcher enters a query containing one of your keywords, your ad would appear.

The results would appear on the side of your normal ‘organic’ search results and the rank
would depend on the relevancy of your ad to the query, and how high your bid was. The

Wordtracker.com PPC and Google AdWords | 6


advertiser would only pay when someone actually clicked on their ad, so they would only pay
if the advertisement worked.

In the 12 years since its inception, AdWords has grown into Google’s biggest money maker, and
one of the most powerful ad platforms on the planet, spanning just about every country and
language you can imagine.

It’s grown from simply text ads, to image ads, video ads, mobile ads, ads with maps, and even
ads that initiate a phone call with the click of a button. And much more. For the purpose of this
chapter, though, I’m going to limit the content to the more basic features and how to determine
if using PPC advertising is right for you.

NB There are alternatives to Google AdWords, such as Facebook Paid Ads, LinkedIn Direct
Ads, StumbleUpon Paid Discovery to name just four. But for the purposes of this and the
following three articles in this series, I’ll be looking at AdWords itself, because it’s the biggest.

Before going forward, I’d like to explain the terms and acronyms I’ll be using quite frequently
from here on in, as to not cause any confusion down the line.

PPC = Pay per click (where the advertiser (you) only pays if a web user clicks on their ad to go
to their site).

SEM = Search engine marketing (building and marketing a site with the aim of bettering its
position in the search engine results pages).

CPC = Cost per click (the the total cost to the advertiser when an ad is clicked on).

CPA = Cost per acquisition/action (commonly referred to as cost per conversion or sale - the
cost to the advertiser per important action completed on your site, eg buying something or
signing up to receive newsletter mailings).

ROI = Return on investment (the money an advertiser earns from their ads in comparison to
the amount spent on their ads).

SEO = Search engine optimization (the process of improving the visibility of a web page in a
search engine’s organic (non-paid) search results.



Who uses PPC?
Before getting into search engine marketing, it’s natural to be curious about whether or not
your competitors are using AdWords, how it’s worked for businesses like yours and if anyone is
even bothering putting resources into PPC. The answer to “who uses PPC?” is - lots of people
are.

Nike is using PPC, the NFL use PPC, your favorite café uses PPC, the lady who taught you to
play “Chopsticks” on piano when you were in grade school even has an AdWords account.

In fact, if any of your friends run a local business, they may well use it. That’s the beauty of paid
search advertising. Anyone can use it, whether they’re an international brand, or the florist
down the street. Their size has no bearing on whether or not they can be successful, either. So
long as you’re willing to do it right, PPC can do wonders for your business.

If you’re thinking that this sounds like it can be quite a time-consuming task, you’re absolutely
right. Luckily, as the pay per click model has evolved, so have third party companies and
professionals in the industry. With the extensive list of tools offering services like keyword
research, account management, optimization and bid management, you can implement PPC
advertising into your marketing campaign without missing out on your beauty sleep.

We’ll discuss that further in the next chapter, though!

How can I make PPC work for me?
Like any marketing campaign, before getting started with a PPC campaign you should have
a clear goal in mind. Whether you’re marketing a blog and your only goal is getting as much
traffic as possible, driving traffic to a page where users can enter an email address to get more
information about an upcoming product, or if you’re advertising a webstore and need to justify
your ad budget by creating sales, PPC can help, but your campaign must be tailored correctly.

When setting up a campaign purely for the purpose of getting traffic, you’ll want to use Broad
match keywords. This means that your ad will appear for searches containing your keywords in
any order, eg, business travel will appear for searches on business travel news and travel guide
for business. And you probably won’t be as worried about conversion tracking: for a blog, you
can set up conversion tracking to record when someone subscribes to your content.



Since you’re more interested in getting people on to your site, you shouldn’t only concern
yourself with keywords that convert (those that succeed in bringing a person into your site who
later completes a valuable action on your website, such as buying something, or requesting
more information).

Conversely, when you need your advertising to turn into sales, your campaigns are going to be
more complex, and you’ll definitely want to utilize conversion tracking. Further, you’re going to
want to make sure you’re not wasting money on clicks that aren’t turning into sales, so there’s
a lot to pay attention to. But like I mentioned, that’s what automation software is for.

What about SEO?
Search engine optimization (SEO) refers to the organic listings of your search. Getting your
website to rank high in those results can take quite a bit of time, which is why using PPC is so
important for small businesses, whether they’ve been around for years or not. As you work
on improving your SEO rank, PPC can help make sure that you’re still getting visitors in the
meantime.

In fact, websites that rank on the first page of Google organically, AND have an ad on the first
page tend to generate more clicks than those only using one or the other.

So there we have it, those are the basics. In the next chapter we’ll talk about the best ways to
set up campaigns, structure your ad groups, choose your keywords and write your text ads.


Get sales fast with PPC

Chapter 2

Chapter 2 | Get sales fast with PPC

I know PPC isn’t necessarily limited to Google and their AdWords platform, but since it’s far and
away the most successful and widely used PPC ad platform, I’m going to use it in all examples
going forward.

Before you actually create your campaign within AdWords, you should take some time to do
keyword research and decide upon a budget that you’re willing to work with (and commit to)
as well as making sure your website is ready. If your website is hard to navigate or visually
unappealing, that’s something you’ll really want to fix before starting a campaign with the
intent of sending it boatloads of traffic.

Choosing keywords
The cornerstones of all AdWords campaigns are their keyword lists. The more finely-tuned
your keyword list, the stronger your account will be. Your keywords are the words and phrases
that customers search in Google that will trigger your ads. So where can you start building that
keyword list? The first stop should be your company website.

Chances are you use terms that describe and relate to your product commonly throughout
your website, so you should be able to pull a centralized core group of keywords here (that
you will have come up with using Wordtracker’s Keywords tool, of course!). For example,
some terms I was able to pull from an initial glance at the WordWatch home page are AdWords
management, PPC management and keyword optimization.

One thing you can do is organize your keywords by grouping them into themes. Those themes
can be different services your company offers or maybe even different product lines like skiing
boots, skiing goggles and skis.

Then, by going through your website, pull different keywords and put them into a few different
lists, based on what theme they fit under. Here’s an example of what some of my themes and
lists would look like if I ran a sporting goods store.

Baseball Basketball Tennis
baseball basketball tennis balls
baseball glove basketball shoes tennis shoes
baseball hat basketball shorts tennis rackets
catcher’s glove basketball jersey tennis racquets
baseball pants tennis shorts
baseball bat



You may also want to create a list of branded keywords as well. These would be terms that you
own. For instance I could choose to build a list of keywords like WordWatch PPC, WordWatch
AdWords Management, www.wordwatch.com, etc.

Make sure you include variations of your keywords and synonyms on your list. A prime example
of this would be someone offering SEM or SEO services. Those are common abbreviations
of the term search engine optimization and search engine marketing, but people searching
might spell it out.

And since PPC (or pay-per-click, or pay per click) falls under the category of search engine
marketing, these are all terms you would want to include in your list. Below, you’ll see what I
mean.

Pay Per Click
Pay per click management
PPC management
pay-per-click management
SEM management
search engine marketing management
paid search management

Where else you can find keywords
After brainstorming for keyword ideas, there are other tools you can use to help fill out your
lists. Using a premium keyword discovery tool like the one Wordtracker offers will lead you to
terms that your competitors are using to drive traffic. In addition, you can find keywords that
none of your competitors are using to make yourself stand out. Using a keyword tool can help
you find long tail keywords with high conversion rates and low costs, just be aware that long tail
keywords don’t typically generate as much traffic as broader terms, although searches added
together for these words will outnumber searches for ‘head’ keywords.

Google’s keyword tool is also a good, basic way to find new keywords. Though not as robust as
other tools, it does a good job finding common terms you might not be using already.

Something to note here is that it’s very easy to add thousands of keywords very quickly when
you start doing keyword research, but it’s smart to start with high quality keywords in the
beginning, and then add more, especially when you’re working with a small budget. If you



spread your budget too thin on too many keywords in the beginning, you won’t be able to get
enough data and figure out which terms are working best. Focus on specific keywords that
describe your service, but don’t be too specific or you won’t generate any traffic at all.

Building a campaign
Now that you’ve picked out your keywords, you can begin to build a campaign. If you’ve built
your keyword lists around themes, that makes this part easier. When building a campaign, I like
to pick one product group or service, then go from there, but here are some other ideas you
should consider when starting a campaign:

• Geographic location (do you serve one region, or can you sell anywhere?)

• Brand names

• Seasonality of the product or service

First, you’ll be asked to choose locations and languages you’d like your ads to show in, so make
sure you choose the appropriate language for whichever countries you decide to advertise in. It
would be a shame to waste your budget showing German ads in Mexico, after all.

Networks and devices
AdWords consists of two main networks, the search network, and the display network.

The display network consists of Google.com as well as its partner search pages. This is where
you’ll probably be doing all of your advertising, especially as a new advertiser. The search
network allows you to get your ad on any page hosting AdSense, but it’s much more complicated
to target properly, so you may want to refrain from advertising on it to start.

From personal experience, I found that when advertising a product/service for purchase, the
search network has worked better for me. When advertising content, like a blog, the display
network can do wonders, however.

As far as devices go, selecting ‘All’ will have your ads shown on desktops, laptops, mobile
devices and tablets. Depending on the nature of your service, you may want to limit your ads to
one of those options, though.



Bidding and your budget
One of the most important parts of AdWords is your keyword bidding. This determines not
only how much your clicks are going to cost, but where you’ll be ranked on the search engine
results page for the keyword that triggered your ad. It’s also the most time-consuming part
of AdWords, which is unfortunately because most advertisers like to set a bid when they start,
then never change it.

This is bad because the prices of clicks on the AdWords network are constantly changing,
depending on what your competition is doing. External factors like new advertisers, competitors
adding more keywords and competitors raising their bids all have a huge impact on your
bidding. Neglecting your keyword bids is sort of like buying a car but never changing your oil.
Sure it works at first, but eventually you’re going to need to take it in for a check-up to keep it
running well.

Like every other part of AdWords, there are bidding tools to help keep you on top of your
bidding without spending hours upon hours adjusting your bids based on the previous days’
performance. Google also offers automated bidding, but remember, it’s not necessarily in
their best interest to help you pay less for advertising, so you should check out third party
applications for help.

When you’re setting up an account, to start with I’d recommend choosing ‘Focus on clicks’ and
‘I’ll manually set my bids for clicks’ in the ‘Bidding and budget’ section.

This will give you some experience learning how to bid. And you’ll quickly see how useful an
automated bidding engine can be.


Creating ad groups and
writing text ads

Chapter 3

Chapter 3 | Creating ad groups and writing text ads

Now we’re at the part where AdWords gets fun! Now we get to take all the organizational work
we’ve done, and turn it into fun, engaging ad copy. In the last section, I talked about breaking
up your campaigns into a product group or service. I’ll use the sports shop as an example again
here to talk about how to set up your ad groups.

Here’s the list of products that would fall underneath ‘tennis’ again:

Tennis

Tennis ball
Tennis rackets
Tennis shoes
Tennis shorts
Tennis racquets

For each of those products, I would create an ad group. The reason being that the more
centralized and targeted your ad groups are, the more likely your ads are to be ranked higher,
while paying a lower CPC (cost per click). Consider this, if you performed a Google search for
“buy tennis balls” and you came across these two ads, which one would you click?

Ad A Ad B
Buy Tennis Balls Online Tennis Gear Online
Top Brands Penn, Wilson & More OR We Carry All Tennis Brands
Get Free Fast Shipping, Order Today Order Today For Free
Shipping
tennisdepot.com/tennis-balls tennisdepot.com

Ad A is extremely clear about what you’ll be getting if you visit the website. You can safely
assume that by clicking the link, you’ll be taken to a page that carries tennis balls, and it even
mentions some of the brands that are carried. That’s an easy click for me.

Ad B makes no mention of tennis balls, it simply states that they carry all tennis gear brands. As
a searcher, I have no way of knowing what kind of gear they carry. Maybe they only have apparel.
The point being, I’m clicking on ad A every time if I’m looking for balls.

If you come across an ad like ad B, what is likely to have happened is that the advertiser just
made one ad group for all their products and threw all their keywords into one group. This is a
poor approach as you’ll end up wasting your budget on invalid clicks by being so vague.



If you’re the owner of Ad B and you don’t carry tennis balls, but people still click on your
ad, you’re paying for an unsatisfied customer. Now, not only have you spent money to bring
someone into your store who won’t make a purchase, but chances are they’ll look elsewhere
when searching for anything related to your products because of the experience they had with
you.

Writing your first ad
Okay, now that you’ve picked an ad group to work on, let’s work on your first ad. You’re working
with a fairly limited space when working in AdWords. Your ad headline can be 25 characters,
followed by two lines of 35 character text and a display URL up to 35 characters. To help you
make the most of your characters, I’ve put together some helpful tips.

Write a catchy headline
Your ad is going to be competing with several other ads, as well as the organic results for the
click, so make sure yours sticks out among the rest. One way of doing this is to use a benefit
of your product in the headline. For example, if you were selling a weight loss supplement,
your headline might read “Lose 20 lbs in 5 weeks!” Don’t just draft something completely
inappropriate for your brand, please exercise your creativity within reason.

Use your keywords
You may have noticed that when you come across ads, some of the words are bolded. This
is because they correspond with a keyword in your search query. In addition to standing out
among the rest of the results, this helps the searcher see that your ad is relevant to their query.
(Where have these keywords come from - the Wordtracker Keywords tool, perhaps?)

It’s especially helpful if you can include a keyword in the headline. It’s also very helpful to
include the keyword in your display URL like I did in the tennis ball example. Your display
URL does not have to be the exact URL on your website, which is important to note. For
instance, tennisdepot.com/tennis-balls could lead to http://www.tennisdepot.com/category/
accessories/balls. As long as the root (tennisdepot.com) is the same, you can play with the rest
of your characters as you’d like.



Make your benefits clear
This is fairly simple if you’re offering a product, the shopper mostly wants to know you have
what they’re looking for. With a service, it’s more important to make sure the searcher knows
how they’ll benefit. If you’re selling CRM software, some benefits might include better
organization, time saving, and more sales.

Use a strong call to action
Once you’ve grabbed the attention of your potential customer and explained the value of your
product, you need to close the deal. Phrases like “Order Today,” “Start Now,” “Buy Now” all
create a sense of urgency. You can also experiment with a closing benefit, “order today for free
shipping” is a good one if you offer free shipping, even if you’ll continue offering free shipping
tomorrow and the following days. As with the headline, make sure it’s appropriate for what
you’re advertising.

Landing page correlation
The landing page (destination page of your ad) should be relevant to the advertisement. This
is something that Google checks and will penalize you with a lower ad rank if you’re sending
traffic to a page unrelated to your ad, so please make sure you’re sending your visitors to a page
that they actually want to go to.

I recommend running 3-4 ads in each ad group at a time, because this allows you to tailor your
ads to the different values of your product. One ad might focus on the price, while another
might focus more on the benefits of using your product. Over time you can determine which
ad is working best and choose it to appear more often. AdWords is all about testing, so you may
find yourself writing new ads on a regular basis to keep improving.

Ad rotation and scheduling
There’s a good chance you don’t want your ads shown at all times, unless you’ve got an online
store, open 24/7, so how do you make sure your ads are being displayed at the right time?
Under campaign settings, you’ll see ‘Advanced settings’. Ad scheduling is in there. This is only
available if you’ve selected the ‘All features’ option in ‘Campaign type’ as shown in the picture
on the following page:



And Advanced Settings are only available on the campaign level, so if you have a specific ad
group that you want to run on a special schedule, you’ll need to actually make it a separate
campaign.



The numbers in this image refer to each of the functions described below it:

1) In Ad scheduling, you can choose the hours you want your campaign to run in, so if you
close at 5pm, it’s easy to make sure that no ads are shown again until the next day.

Right underneath scheduling, you’ll find 2) Ad delivery. This applies when you have more
than one ad running at a time within an ad group. You can choose for the ads to rotate evenly
throughout the day, for the ad with the highest CTR to appear more frequently, or for the ad
with the best conversion rate to show more frequently. It’s common for advertisers to choose
to rotate evenly at first, then choose one of the other two options once they have enough data
from testing.

Lastly, I’ll touch on your 3) Ad delivery method. This option is actually underneath the
‘Bidding and budget’ section of your campaign settings. You can choose between ‘Standard’
delivery or ‘Accelerated’ delivery. Standard delivery ensures that your ads will be shown evenly
throughout the day, while accelerated delivery will make sure that your ads are triggered as
often as possible until your daily budget is exhausted. If you’re interested in visibility, standard
delivery will probably be your best bet, because with accelerated delivery, its entirely possible
that your ads will only be seen for a couple of hours in the morning.

Of course, if all you care about are sales, then you may not mind that, as long as those clicks
are converting.



Next steps

That’s it for the basic structure and set-up of your first AdWords campaign, but AdWords is
much more complex than this. In the next chapter, I’ll dig into some more advance strategies
you can use, even as a PPC beginner.


Upgrade your PPC with
these advanced strategies

Chapter 4

Chapter 4 | Upgrade your PPC with these advanced strategies

You’ve got the basics of pay per click advertising down now, but there’s so much more to
experiment with in the process of maximizing your ROI.

First I’d like to briefly go over AdWords extensions: free tools you can use that have been
proven to increase clickthrough rate (CTR) up to 30% when used properly. There are several
and Google is working on new ones all the time, but the following are those you can probably
use right away.

Sitelink extensions

In short, sitelink extensions allow you to have up to ten extra landing page links within a single
ad. Chances are you’ve seen sitelinks while doing an organic search before, but they’re also
available for paid searches. By having eleven links, it makes it easier to get your visitors to the
page they want faster, making them more likely to click your ad and make a purchase from your
website.

These can be very helpful when used in conjunction with Broad match keywords like shoes. If
that search triggered your ad, you could use the sitelink extension to include landing pages
to ‘Men’s Shoes’, ‘Women’s Shoes’, ‘Children’s Shoes’, and ‘Sandals’. That way, although the
searcher wasn’t very specific in their query, they can still find exactly what they’re looking for
from your ad.

To turn on sitelinks, you need to go into an ad group and choose the ad extensions tab. You’ll
see a dropdown menu that says ‘View:’ where you choose the kind of extension you’d like.
From there you can fill in your sitelink urls and headlines. Or if you’re setting up a new Group,
click in the Sitelinks box and film theme in there.



Location extensions

The location extension gives you a couple of extra lines underneath your text ad to give an
address and phone number for your store location. You even get a link that will automatically
give the searcher directions to your store (a link that you’re not charged for when clicked).



And on a search that results in a Google Map being displayed you’ll get a special blue pin,
differentiating you from the organic location results on the generated map.

To use location extensions, it’s helpful to create a Google Places page for your business with
basic information about your company or store. Having an existing Places page allows Google
to automatically populate the address when you turn on the extension in AdWords, saving you
time. In fact, having a Places page makes it easier to drive traffic to your store in general, so it’s
helpful to have one, regardless.

Something you should note is that with an address and phone number, there comes a chance
that your clicks will decrease, because searchers can just call or visit your store in person, given
that they know how to find you. I doubt the CTR difference will be anything to be concerned
about, if one even exists. It may even lower your cost per acquisition CPA because the phone
call to your store won’t cost you anything!

Set-up starts just like it would with a sitelink ad, by choosing your ad group and the extension
type, or creating a new group and clicking the ‘Location’ box. Like I mentioned, if you have a
Google Places page already you can easily mark your location on a map, otherwise, you must
manually enter all of your information.



Product extensions

Want photos of your products to appear when someone is searching for a product you sell? Of
course! Product extensions are a perfect extension for you. You’ve surely noticed the box in
the upper right corner of your search results displaying photos, prices and links of what Google
thinks you’re looking for, and that’s what happens when you enable product extensions. To
get product extensions up, you’ve got to link your AdWords account with a Google merchant
account and enter your product feed into the system (see Manage your Google Merchant
Center product feeds

Then, when a search occurs, Google will match that feed up and display relevant products to
the user.

To set up this extension, have your Google merchant information handy when visiting the ad
extensions tab, as you’ll be directed to a page to link the accounts from the AdWords interface.

Call extensions
Call extensions are a little complicated, but are especially useful when setting up a mobile
campaign, though you can implement them on desktop campaigns as well. With a call
extension, you get an extra line of text underneath your normal ad that displays your business



phone number. On smartphones, this line of text is clickable and results in a call to your number
instead of a click to the website.

You may also choose to set up a Google forwarding number, which will reroute to your business
number. This option gives you more in-depth reporting and tracking, including the following:

• The call type (manually entered or clicked)

• Date, start time and end time of each call

• Call duration

• Call status

• Caller area code

• Campaign and ad group the call came from

If you set this up for a desktop campaign, you are required to have a Google forwarding number
set up, because otherwise Google would have no way to track (and charge you for) the calls
you receive. On a desktop campaign, your cost per call starts at $1, even if your standard CPC
(cost per click) is lower. If your standard CPC is higher than $1, the cost for a call will match
it. Below is the set-up screen for call extensions. You reach it the same way as you would the
other extensions, except click ‘call extensions’ this time.

These aren’t the only extensions available, but these are probably the easiest to make use of in
the early stages of your PPC campaigns. I’ve written a more in-depth piece on ad extensions

Advanced targeting with Gmail

If you’re a Gmail user, you may have noticed those ads above the top of your Inbox. You also
may have noticed that when you’re reading a message, ads sometimes appear to the right of
the message box, similar to the ads on a search engine results page (SERP). You too, can have
your ads in these spots with a little sneaky work on the Google Display Network.



One of the most effective ways to use this tactic is to use keywords that your potential users see
in emails from your competitor or a related service. For instance, as an AdWords user myself, I
know the subject line and body message keywords that I get, and that any AdWords advertiser
gets when an ad is disapproved or if something is wrong. I can take those headlines and turn
“Your ads aren’t showing, can we help?” or “Your ad was disapproved” into keywords, then when
someone gets that email, they’ll see my ad saying “Need help with AdWords? Call today!”

I already know the potential customer is having trouble with AdWords, because their ads aren’t
showing, and they might see my ad as their knight in shining armor.

You can also use other brands as keywords in your ads if you’re a competitor and write ads like,
“Is Brand X too expensive? Save 50% with us!” You may just steal away some customers that
way, or at least get them interested in comparing the two services. There are tons of possibilities
with Gmail targeting, as long as you’re willing to get creative.

Here’s how to set it up. It’s actually not very difficult:

First you need to start a brand new campaign with the following setting: only show on the
Display Network. Set up the campaign just like any other, choosing keywords and writing ads
that are relevant to your ad groups. If you need some inspiration, look no further than your own
Gmail account to see how other advertisers are targeting you.

After you’ve selected your campaign, click on the green ‘Change display targeting’ - this will
bring up a ‘Managed placements’ hidden menu. Click and you’ll see this:



Next, select the following URLs as your managed placements:

• mail.google.com

• mail.google.com: Inbox, Top center

Done!

The more, the merrier
There’s an old saying PPC professionals use, it’s “Test, test and test some more”. Once you’re
done testing, test again. The point being, you’re never done improving your campaigns.

Writing new ad copy, trying new extensions, taking advantage of more managed placements,
and ongoing keyword research are all ways you can continue bettering your account. You’ll
never be penalized for using multiple ad extensions, so there’s no reason not to try them all.

By now, you should be well on your way to mastering AdWords. I hope you found this e-book
helpful, and if you ever need more advice or useful tools, please give us a visit at WordWatch
and Wordtracker – we’re more than happy to help.


About Trace Ronning

About Trace Ronning

Trace Ronning is a writer and freelance PPC
consultant. He reguarly writes about best
practise PPC and other online marketing
strategies.


Wordtracker Offers

Kick-start your SEO
Try Wordtracker’s premium tools free for 7 days
If you’ve a new site, or are looking for new keyword ideas, you should kick-start your SEO with
Wordtracker’s Keywords tool.

If you’ve an existing site that gets 10,000 visits a year or more, you should use Strategizer to boost
your SEO efforts.

If you’d like a demonstration of any Wordtracker product, simply email maria@wordtracker.com

Find the best keywords for your business
• Save time - get thousands of keywords instantly
• Attract more website traffic - create Google-friendly content
• Rocket your site to the top of the search engine results

“In just two and a half years, we’ve seen well over a 150% increase in traffic.”
Dan Roberts, Senior Analyst, Hearst Publications

Optimize profits from your SEO and PPC campaigns
• Find your site’s best money-making keywords
• Work faster by targeting groups of keywords
• Monitor your search engine ranking (SERPs) for 100+ keywords

“I would guess my traffic has increased about 50% since I have started using Strategizer.”
Stephanie Manley, owner.

Wordtracker’s 30-day money-back guarantee You can cancel at any time during your first 7 days
and pay nothing, or continue your membership for just $69.00 per month.


PPC Basics

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (13)

Similar to PPC Basics

Similar to PPC Basics (20)

More from C.Y Wong

More from C.Y Wong (20)

PPC Basics