AdWords, PPC/SEM

There are lot of blogs giving you different advice on running your Google AdWords campaigns so I will try to give you as best knowledge possible in a shortest time possible.

This easy to use AdWords guide is written assuming you are a novice who have little to no experience at PPC (Pay Per Click) or creating Google AdWords campaigns, therefore I will try to touch upon basic fundamentals as well as some advanced knowledge that will help your campaigns and take your PPC results to great ROI.

I will not go into minute details here but give you the gist of everything and you will be able to expand that knowledge yourself by reading online and testing your campaigns.

1- Divide
Divide your campaigns and adgroupsto as much detail as possible. E.g. if you are selling women sneakers then divide your ad groups by different colours and style.

If you are selling to different countries or different cities then keep all the countries separate so you can clearly see the Avg. CPC you are paying for each country or city.

2- Concentrate
Concentrate on making your Ad copy, landing page and keywords as relevant as possible.

3- Measure
If you are not measuring then you are losing. Make sure that you have conversion tracking enabled so you can clearly see whether a click resulted into a conversion. This way you can also measure your CPA (Cost per Acquisition) and Google AdWords can bid on your ads based on CPA you want to pay for each conversion.

4- DKI
This is an advanced part of Google AdWords. DKI stands for Dynamic Keyword Insertion. What it does is that it makes Google AdWords to create Adcopies itself by inserting in your adcopy the keyword that user is searching for and the keyword that you have added in your ad groups.

DKI code looks like this
{KeyWord:Buy Chocolate Online}

What AdWords will do now is that whenever somebody searches for Keyword that are not in your Keywords list it will show “Buy Chocolate Online” in your Ad copy but if the keyword exists in your adgroup such as “Buy Milk Chocolate” then it will replace the text “Buy Chocolate Online” with “Buy Milk Chocolate”.

Use this feature carefully as any mistake can result in ads running with typos.

5- Quality Score
This goes back to the concentration part, if your ad copy, keywords and landing page is relevant then you will get high quality score. Ads with high quality score get to paid lower CPC then those with lower quality scores.

6- Negative keywords
This is a very important part for your search campaigns. You need to exclude any keywords that could trigger your ad to show to those people who is not your relevant audience. E.g. If you are selling a paid service then you can add “free” keyword to your negative list.

7- Landing page optimization
Don’t forget to optimize your landing page to increase conversion rate. E.g. Things such as putting a form on your landing page, adding useful product and service information can result in more sales and inquiries.

8- Ad Extensions
There are two type of Ad Extensions. First is Automatic and second is Manual.

Many novice users don’t use this feature but you must use features offered by manual ad extensions such as site links, call out, Calls Apps and Locations.

Automatic extensions are pulled automatically by AdWords, it includes Consumer ratings, previous visits, Seller ratings and Dynamic sitelink extensions

9- Frequency Capping
This feature is a must to use if your are running ads on display network. Frequency capping makes sure that you are not showing same ad to the same user more one time. You decide how many times you want same ad shown to the same user.

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