As a business owner, you are busy enough running your business, so here is my 7-Step plan on how to set up and manage your PPC advertising campaigns properly.
Step #1 - Set Up Separate Campaigns For The Search & Content Networks
By default, whenever you go into Google AdWords and set up a new campaign, your campaign will run both in the search results as well as on the content network (pages running AdSense ads). Uncheck all the options except Google Search.
So make sure you turn off the content network for now, because someone viewing a web page with AdSense ads on it (content network) is probably not actively looking to buy from you, whereas a searcher on Google (search network) is actively looking for a product or service. Be profitable on Google Search first (no search partners, no content targeting) before you jump on the content network.
Step #2 - Create 2 Campaigns - A Local And A National
Because there are two kinds of searchers, you need to set uptwo campaigns, one for your local area and one nationwide. Here's why...
A person in your local area who is searching for example, let's say... "real estate, "dentist", "plumber" or whatever, expects to find only relevant results for his local area. This is your local campaign.
But a person who in not in your area, (he might be across the country) might search for "movers in Seattle", "Seattle real estate", "Seattle hotels" etc, hoping to get Seattle-only results. This is your national campaign. Either way you want to make sure your ad will show up.
Step #3 - Ad Groups Need To Be "Themed"
What I mean, is that you need to separate out (theme) the different products or services you offer. Each of your themes needs to be in its own ad group.
Step #4 - Generate 100's To 1,000's Of Keyword Phrases
Bidding on only 30-40 keywords is not going to make it. You need to have a huge keyword list of 100's to 1000's of relevant keyword phrases. Separate your keywords into your themes. Don't forget to include any negative keywords, because they will increase the quality of your traffic and improve your click through rate significantly.
Step #5 - Only One Keyword Phrase Per Ad Group
You need relevant keywords for each ad group, and only one keyword phrase per ad group. In addition to broad match keywords, you must also be using phrase and exact match keywords.
Step #6 - Write 2 Ads For Each Ad Group
Each ad group needs to have 2 different ads to be split-tested against each other. Regardless of how many ads you have, every single one of them should be split-tested EVERY day!
As soon as you have a winning ad you need to delete the losing ad and write a new one to be tested against your current winner.
The most visible element in your ad is the headline, then the display URL. In writing your ads you must first identify your USP (Unique Selling Proposition). You need to answer these four questions from your visitors:
- Why should I listen to you?
- Why should I believe you?
- Why should I take you up on your offer?
- Why should I do it now?
Can you take your message and whittle it down to one short sentence, enough to fit in a Google Ad? Can you restate your USP to diagnose a problem and position yourself as the solution? Once you do... you'll get the clicks!When writing your ads here are some tips...
- Try to put your keyword phrase in your headline
- Add the biggest benefit to your offer
- Have a strong call to action
- Capitalize the first letter of each word in your ad
- Capitalize the first letter of each word in your URL
- Use unusual characters and numbers
Step #7 - Your Ad Must Send Your Potential Customers To A Relevant Landing Page!
Sending visitors to your home page is not very effective. There are probably many different types of potential customers for your products and services. Sending them all to the same generic home page isn't nearly as effective as sending them to a targeted landing page, based on your themes.
All the content on your landing page must be directly relevant and focused on the goal of converting your visitor. It should be obvious and crystal clear what the page is about and what the visitor should do next.
Theodore Hansson is the founder of Profit Ideas Marketing. He markets his own products as well as others' (affiliate marketing) and consults with local business on PPC Management set up and maintenance of AdWords accounts. http://www.LocalPPCGuy.com
Article Source: http://EzineArticles.com/?expert=Theodore_Hansson
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