If you are new to PPC management then the tasks involved can seem a massive challenge. However, often the first few days are the worst and as long as you approach things with a positive enthusiastic attitude you’ll soon have everything set up and running like a dream. No matter what industry you tackle, have a can-do attitude and your pay per click management will soon fall into place. Keep focused, learn all you can about PPC best practice and watch as your campaigns flourish.
Still, there are obstacles along the way that can cause a new PPC manager to stumble. One of the biggest mistakes made is to set up a loose account structure. In the long term this approach can lead to untold issues and take significant time to unravel. Take the time to approach your account set up with consideration so that searchers enjoy the experience and Google will rate your ads highly.
Steer clear of a loose account set up
Consider this scenario for a moment. You have a PPC campaign for sporting equipment and have created an ad group called football. You have set up terms within that ad group called tennis and football. Although there are some similarities in pay per click terms, these keywords are not close enough to perform well in this ad group. The terms football net and football would be better.
Sloppy account structure can cause your quality score to plummet. Within your ads the prime keywords will appear inconsistent and this will alienate your target searchers. Think about things from their perspective. If you want to buy a football, is an ad for a tennis ball going to interest you? Probably not. Google Places focuses heavily on the user experience so this type of set up could get you penalised.
Take time to set up the account structure well. Keep things as tight knit as you can to reap the rewards and to avoid an unnecessary unravelling later.
Keep it tight
As you start to set up your account, think carefully about each campaign. Start to segment them into tightly themed, targeted ad groups. Each ad group you set up must be specific and hold a number of carefully targeted keywords. If you find an ad group is starting to wander, then break it into smaller groups. Once you have all your tightly themed ad groups, you can write tailored text for each keyword per ad group.
Ensure that each keyword within an ad group has a common theme or characteristic. If you follow this best practice methodology when setting your accounts, you will develop PPC campaigns that are viewed highly by Google. The higher the relevance in your prime keyword selection, the more your ads will be displayed. Over time, your quality score will rise and the amount of money you allocate to bidding on keywords can reduce.
At Click Consult, we offer a high quality approach to PPC management, creating robust accounts from the outset of your campaigns.
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