How To Handle PPC Management With Maximum Efficiency.
Est Reading Time: 14 minutes
PPC Management can be very confusing and daunting for newcomers to the field. Money is on the line and it’s a very competitive arena where lots of people are trying to capitalize on the same keywords for the lowest price possible. Pay Per Click is a science and one you will learn to perfect over time. This tutorial will teach you what PPC Advertising is and how I setup and manage PPC campaigns to get the biggest bang for my buck without blowing tons of cash. I’m Google Adwords Certified as well through my Web Design company Upstager.com.First things first, you’ll need to know which keywords you want to go after in your PPC targeting efforts. If you haven’t already, you’ll want to review my guide on Keyword Research and make sure you have a pretty solid list of about 10 to 50 keywords and or long tail keyword strings you want to launch your campaign with. Your budget will depend on the keywords you are targeting as some keywords only suggest .20 cents a click where some can demand up to $60 per click. Yes, seriously. So using my guide on Keyword Research you should have your list of keywords as well as their suggested PPC bid prices.
What Is Pay Per Click Advertising?
Pay Per Click Advertising, otherwise known as PPC is a way to generate exposure for your product, site or service above organic search results in Google through means of a bid per keyword auction system. Organic ranking being websites that appear in Google due to their metrics meeting Googles requirements for content, relevancy, social signals, bounce rate and a slew of other things Google looks for to determine how high something should appear in Google’s results for a particular keyword. Organic ranking takes time, effort and commitment and for those of us who have more money than time to launch a new product or service, we look to PPC.
The PPC ads appear based on a variety of factors. The highest bidder doesn’t always get the top position and if you play you cards right, you shouldn’t have to pay top dollar to beat out the others. PPC is setup as an auction, but Google also cares about how well your ads are recieved by consumers and as such, rewards you with higher position the more active your ad is. So break it down a little bit, if you bid $2 per click and someone else bids $2.50 per click and both of your ads appear before 1,000 people and your ad gets more click throughs than theirs, you will be rewarded a better position without having to beat their bid.
Why PPC Marketing is BAD?
PPC can cost you a fortune, especially if you aren’t doing things properly. Chances are if you’ve attempted PPC in the past, you likely didn’t see much in the form of results, called Google Support, they had you ad a bunch of new keywords and convinced you to increase your budget and you lost all that cash with just a smidgen more results than before. Other more aggressive types may have gone into a bidding war over a keyword thinking they HAD to be #1 which is never a good thing.
PPC marketing does not scale. If you get more traffic, you pay more money in nearly direct proportion to that traffic – your cost per click stays constant, and your overall cost increases. Compare that to search engine optimization, where you invest a fixed amount of time and/or money to achieve a better rank, and your cost per click goes down as you draw more traffic.
Why PPC Marketing is GOOD!
PPC marketing can generate traffic immediately. It’s fairly simple and straightforward. Bid enough or work the campaign properly for lower bid costs but higher placement and potential customers will see you first. PPC advertising is fast and effective.
PPC enables you to surpass the most well prepared organic SEO content out there without years of cultivating and content production which costs a great deal of money to achieve.
PPC can also be a bargain hunters dream. It’s possible to find niche keywords associated to your product or service that you can get for .10 a click which is a great way to generate relevant traffic without having to bid on the more competitive and thus high cost keywords available.
Pay Per Click is trackable! This is the big thing. With a properly setup PPC campaign you can track the actions of your traffic so you know which keywords are converting. This helps you weed out the non converting keywords so that you can decrease your overall cost per lead. This is a part of fine tuning your campaign which we will go over later.
How PPC Advertising Can Benefit You
Most businesses can’t afford advertising solely through PPC ads because it can get very expensive, especially if you don’t have a high margin product or service to justify the ad expense over time. You have to figure out what you stand to gain from generating a click through PPC. What is your goal? Are you looking for home buyers for your real estate website and maybe every $100 in PPC ads you get a new buyer and potentially a %500 to %2,000 return? Are you selling a new product that grants you $50 in profit per sale and your conversion cost is around $25? Then PPC is perfect for you. You just have to figure out what your costs are against your profit and then scale accordingly to figure out if PPC is worth it.
PPC isn’t really something you want to dump money into without a clearly defined goal and a way to track and capitalize on your campaign efforts. This means having a solid lead capture system in place on the page you are directing your traffic.
Making PPC Marketing Work For You
So, we now get into the meat of Pay Per Click. How do you setup and engineer a successful PPC campaign?
#1. Track Your Conversions
In order to truly know how well your campaign efforts are working you’ll need to know if you are converting the traffic your buying through leads, sales, etc.
- Visitor Fills Out A Form
- Visitor Purchase A Product
- Visitor Joins a Newsletter
A conversion doesn’t have to be a sale, but an action performed that stands to generate income for you at some point. The action has to be worth more than your cost per conversion. Period.
2. Write Quality Ads
Many PPC marketers do what is called Split Testing. This is where you run two different ads for the same keyword for a period of time and then go over which ad performs best before deleting the least performing ad and scaling up the other. You want to your ads to draw clicks and the better the ad, the more clicks, the more clicks the lower the cost and ultimately the lower your cost per conversion.
3. Make changes as needed to your campaign!
Your first couple weeks of establishing your PPC campaign will be running split tests and monitoring the performance of keywords. Your goal here is to find out which ads work the best and which are performing and which aren’t. This will tell you which ads to get rid of as well as which keywords aren’t producing results. You want the lowest cost per conversion ratio you can get so you want to get rid of the trash and scale up on the top producing keywords.
Setting Up Your First Campaign
Now you understand the basics of PPC Advertising so now we are going to start walking you through setting up your first campaign. You will need to setup your Conversion Tracker code once you setup the campaign to get the most out of this tutorial. So, make sure you do that. If you aren’t sure how, post a comment here and I will make an addition to this tutorial later if there is enough demand. It’s pretty straight forward, especially if you’re using WordPress.
When you first log into Adwords, you’ll start on the Accounts page.
Name your account based on it’s focus or business effort. The details here are self explanatory. Once done, click Create Account button. You’ll see the screen below. Then click on the name of your account to begin setting up you first campaign!
Once on the campaign screen, since this will likely be your first campaign you will see this screen. Click Create Your First Campaign.
Below, you will see several screenshots which are the screens you will see as you scroll down. Let’s walk through this step by step.
Go ahead and name your campaign. Should be something relevant to the kind of ad you’re going to run. Keep Standard Features and Click the Dropdown and choose Search Network. You could do Search and Display if you have banner ads ready to go but we will keep this focused on just Search Ads for now. Scroll Down.
Here is where you can target your ads to appear only for people in specific market locations. If you’re a Cincinnati, OH agent, you might select Cincinnati, OH within a radius of 25 miles in the Advanced Search link. That means that even if someone googles “Real Estate” they will only see your ad if they are within the area you have designated. Further down you can choose whichever languages or ethnic groups you want to see your ad.
Scrolling down further you’ll come to the budget and bidding. It starts automatically set with Adwords dictating your budget. Let me ask you, if I were a car sales and and you were on a budget, would you hand me your credit card, pick a car and ask me to price it for you and just run your card for whatever I thought was best? Didn’t think so. Set this to Manually Set My Bids. This is where this guide will start to get very handy for you before in a minute or two we are going to teach you what makes reading this whole guide worth it.
Set your default bid to $2.00 for now and whatever daily budget you are comfortable with. Keep in mind, the first week or two of your campaign will not be the greatest performer. It’s going to be the period in which you will learn which keywords are converting into actionable leads/business for you and thus your Cost Per Click will be high at first. It’s ok. It’s all part of the process.
These could prove to be very helpful to you depending on your business. For a Realtor, having your phone number appear under your ad could generate some phone calls, but the flip side to this is you will likely want people to come to your site and use your site to find real estate, and enter their information into your lead capture etc. Give them something to sink their teeth into. My opinion is, adding a phone number to your add can be a distraction and while it may get you a couple calls, it could push lots of others away entirely. It’s a psychology thing.
Site links could be used to link people to specific markets within your MLS, so this could be helpful.
Location is important if you’re a brick and mortar shop of some kind looking to drive foot traffic.
Once you have all of this figured out, click Save and Continue.
This will of course vary based on your industry. Let’s say your ad is for “Cincinnati Real Estate” and you want to drive people to use your site to find properties and then submit their contact information to you. I would do something like this:
Ok, so scrolling down a bit further you will see the place to enter the Keywords you want to target. I am hoping you used my Keyword Research Guide to establish the keywords you want to use and you should know roughly what the Cost Per Click suggestion is for each and how much traffic to expect per month. Go ahead and plug your keywords in the box like so:
The screenshot below shows you a breakdown of the example keywords I just plugged into the Keyword Box above. These are my results from Keyword Planner and show that “cincinnati real estate” is searched for 1,900 times per month with low competition but a $2.75 per click suggested bid. This means that in reality, there are a lot of people bidding the price of that keyword up for their real estate sites and honestly, it’s such a broad keyword that although it is likely to drive a lot of traffic (at a hefty cost) it probably won’t convert that well, but we can try it.
Now, when we add all of these keywords to our campaign, you can set your max per click budget. I have 1 keyword that is almost $3 per click, three that are under $1.00 and 1 for about a buck fifty. What happens is, if you set your max CPC to $3.00, that just means that you will never pay more than $3.00 for any of those keywords and if someone is willing to pay $4 while you’re at $3, they will get the top position. It doesn’t mean you won’t get ANY position. And this is key. You see, you dont WANT the #1 position for your ads. Everyone thinks you do but what you’ll get are all of the happy clickers punching in keywords full of curiosity to see what comes up. Your best position in Google Search rankings is between 2 and 3! Yes, I mean it. I’ll explain more in a minute but for now, go ahead and put your max CPC Default Bid at $3.00
Go ahead and Save and Continue to Billing. Add your Credit card info to your billing section and save that. After all of that is completed, you’ll see something like this:
This screen is telling me that my current Default bid is too low to even get on the first page of results with my ad for some of those keywords. As I move over to the Max. CPC Column and go down to the $3.00 across from Cincinnati Real Estate Keyword, I can click that and change my bid specifically for that keyword.
Go ahead and increase your bids for your keywords to where you can at least get first page placement.
Once you have completed all of that, go ahead and let your campaign run for a week or so. You aren’t going to spend more than you daily budget that you set before so don’t worry, but make sure it’s at least $20 a day and that you start with a couple hundred in your budget. You’re going to let your ads run for a week and then come back and we are going to rework your campaign based on your Click Through Rate, Conversion Rate etc.
Impr – How many times my ad was shown during a search for that keyword.
CTR – Click through rate is big. The higher your CTR, the cheaper you can get better placement for that keyword. You’ll see my bid is $1.50 but the suggested bid for that keyword is actually $2.50. It says my ad is rarely shown but as you can see, it’s shown plenty and in the 2nd position. I dont want the first position and based on my budget, I don’t need my ad shown every time it’s possible either. I care about getting conversions on a budget, and because my CTR is almost 3%, that’s actually considered pretty good and thus enables me to lower my CPC bid and still not only get traffic, but traffic more inclined to convert because I’m not drawing in all of the happy curious clickers at position 1.
The rest of the columns are pretty self explanatory, but what you want to do now is look through and see which keywords are costing you money but not leading to conversions. If they aren’t converting, all those clicks are doing is increasing your overall Cost Per Click for your campaign and you don’t want that. So, delete the keyword or just pause it from your campaign.
This is where you clean up your campaign to get rid of the keywords that aren’t performing and you are lowering your bid on the keywords that ARE performing. Once you have eliminated the keywords that aren’t converting for you and lowered your bids on the keywords that are (by .25 to .50 each time while you continue to monitor the performance) you will see your Cost Per Conversion go down, your conversions go up and you will be able to ramp up your budget further knowing that your money is going to keywords that will actually perform.
Does this all make sense? You never want to call Google and ask them what to do. They will help you blow all of your money fast and make sure you never come back again. If you follow this guide, you will be well on your way to Pay Per Click success, nomatter your industry.
I would love your feedback on anything I may have left out or questions you might have to leave a comment and let me know how I can further help you.
Thank you and be well.