Managing your own Pay-Per-Click Campaign (Part 1)
October 20, 2008 removed from Google index after YOUmozzer exposes link network
October 27, 2008

Managing your own Pay-Per-Click Campaign (Part 2)

Continuation of Managing your own Pay Per Click Campaign Part 1 (check it out if you haven’t already!)

7. Specific Targeted Keywords. There is nothing more important than this! If you don’t have the right key words, you’ll waste your money. You’ll want every person who clicks on your ad to do something when they get to your website, right? Whether it is to:
– Subscribe to your newsletter
– Buy your product
– Fill out a lead form
-Send an email wanting to know more, etc…

Remember who your audience is and what you want from them. Make it as easy as possible to get one of the ^ (above) from them. Put yourself in the shoes of the searcher.
8. Use the keyword research tools provided. Most pay-per-clicks will show you synonyms for phrases that are searched relating to your key word ideas. The following links are just a couple of many tools you can use to help you research your “best” keywords:
Google Keyword Tool

9. Use negative keywords where possible. Google AdWords allows you to specify which word you don’t want to have included in your campaign. For example, if you are bidding on the terms:
– ISO 9000 Training
– ISO 9001 Implementation
– ISO 14001 Certification
And you offer these paid services. You may want to use the negative keywords of “free” and “wholesale” and “cheap” for example. That way, your ad won’t show up when people are looking for “cheap ISO 9000 Training” or “Free ISO 9001 Implementation”. Especially if that is not what you would like to be found under or known for. This helps in properly targeting your traffic.

10. Use phrase match and exact match, where possible. There are a few options you have when creating your Google Adwords account. Exact, Phrase, and Broad matches. Google allows you to ensure that your ads appear only when you want them to, and as often as you’d like them to. You can specify if you only want your ad to appear when the “exact” phrase is entered without any extra words (exact match), the exact phrase with extra words allowed (phrase match), and when a general term that is a synonym to your keyword is typed in (broad match)
Put quotation marks: ” ” around the phrases you want phrase match for.
Put brackets: [ ] around the phrase you want exact phrase match for, and last of all – the broad match is the default setting. So there is nothing special that you need to type in for that setting.

11. Sometimes you can take advantage of common misspelling errors. Find common misspellings for words. You’ll find those have lower bids and may be entered frequently.
Google Keyword Sandbox and Wordtracker allow you to find some of the common misspellings.
Some of the great examples of this would be to add both terms of “Mortgage” and “Mortage”. The second version is misspelled, but searched for VERY OFTEN. It is a common mistake that you can capitalize on.

12. Be patient “youn’ grass-hoppa”. Remember that no one is an expert on running a PPC campaign right away. It may take you a month or four months to hone in on your bidding and ad optimization skills. Every market is different. Very rarely will you make a PPC ad and have it work as well or better than expected right away. The best learning lesson that can be taught is to be patient, and watch. Some times that can be tough, but a change to your PPC account does not need to happen every hour or even every day. Make small changes at a time, sit back, watch, and see what happens. You will not learn all you need to in a week. Like I said earlier, it may take you a month or two to see some of your markets trends.

There are many more tips that are out there. This is just a small, simple, and complied list of easy and big points to pay attention to. These tips are merely for your own help in starting up, and becoming aware of what is needed to run a successful pay-per-click campaign. Managing it yourself can become very tough and time consuming. If you ever feel like you need some help, Netmark Essentials is always up to taking on the task. There is nothing to big or small that we can’t help with. For more information, please see our PPC Management page. Good Luck!