Creating a pay per click campaign: set up targeted pay per click advertisement strategies to get leads and sales.

The first step in setting up AdWords campaigns is to create an AdWords account. If you already have an email you use for Gmail, Google Analytics and other Google products, you can use that account.

There are a few best practices for setting up pay per click advertisement campaigns. If you are only marketing one product, such as leads, you will only need one campaign. If you plan on bidding on brand terms, we recommend having a separate brand campaign so that you can manage it separately.

If you have multiple products, though, then strategically create each individual pay per click campaign.

Some of the common ways to organize pay per click advertisement strategies is by product or product type (i.e., jeans, shoes), by brand (i.e., Kleenex, Puffs), by location (i.e., multiple locations, international businesses) or by importance (i.e., high volume keywords, low volume keywords).

There are many different ways you can formulate your plan for campaigns so do what makes the most sense for your business. Once you have created your pay per click advertisement campaigns, it is important to ask yourself questions about how you want your ads to be seen.

Read the rest of this entry »

Get new customers today, thanks to these practical AdWords campaign management tips provided by the AdWords expert.

If you have never run an AdWords campaign, you may be wondering if you should – and the answer is often yes. AdWords can be a powerful and successful tool for many different business models.

Here’s why. The beauty of pay per click marketing, as opposed to other forms of media advertising, is that search is a response channel. People initiate searches because they have a need, want or interest. Therefore, when someone sees your ad, he is already engaged because he initiated the search.

When using Google AdWords, you are no longer speaking to hundreds of millions of people hoping that some of them want what you sell. Instead, all the people you are speaking to are already interested in what you sell; therefore, search marketing typically drives a higher ROI than other forms of advertising.

Read the rest of this entry »

As the end of the year approaches, you may be asking yourself, “When and how do I plan for my holiday pay per click marketing?”

The Search Guru Holiday Guide to PPC Campaign Management will help you answer these questions and more to ensure your Google AdWords campaigns are locked and loaded before the busy holiday shopping season.

Holiday PPC Marketing Tip #1: Consider your customers.

If your company is primarily B2B or does not see high demand during the holidays, you may consider pausing or day parting your PPC campaign during those days to save budget and avoid window shoppers. For example, someone searching for “budgeting software” on Christmas Eve is more likely to be stressed about how much they spent on gifts, rather than being in buying mode.

If your company is B2C, the amount of planning you do should be a direct reflection of your revenue expectations. The more your company relies on sales from the fourth quarter of the year, the more importance you should place on your holiday pay per click marketing.

Read the rest of this entry »

Secrets of an outstanding PPC campaign: what keyword reports aren’t telling you

If you have been running a PPC campaign for any amount of time, you know that “set it and forget it” will not get you very far. There is constant and meticulous refining and pruning involved in pay per click management.

Even though there are a slew of reports available in the Adwords Report Center to help you with pay per click management, there are some reports (and additional columns) that you may not know about or don’t know how to use once they are run. These reports can help you uncover profitable secrets that your keyword reports may be hiding.

Read the rest of this entry »

Ready to start a pay per click campaign? Check out these helpful definitions before creating your pay per click management strategy.

Share of Voice (Impression Share): share of voice is a metric that represents the percentage of impressions where your ads were shown out of the total available impressions.

PPC Match Types: matching options that determine which Google searches can trigger your ads to appear. The four kinds of PPC match types are broad, phrase, exact and negative.

PPC Ad Rank: determines the position of your ad on the search engine results pages. PPC ad rank can be calculated by multiplying the keyword max bid and keyword quality score.

Read the rest of this entry »