PPC can be very costly if it isn’t managed correctly. If you are not familiar with Adwords or Bing Ads, setting up a new campaign can seem like a difficult task and it is. Simply put, a new campaign should focus on the keywords you want to convert. The mini infographic above illustrates how you can create the perfectly optimised campaign. You can also follow the steps below to set up a campaign that performs:
- Select a range of exact and phrase match keywords, which are closely related
- Create a campaign focusing on a specific product or service and target the campaign towards a relevant country or region
- Create at least two ads for the campaign at a group level; this can help you create two different messages and measure performance
- Create a separate group for exact and phrase match keywords, and make sure you add the exact match keywords as negative keywords in the phrase match group
- Add the relevant extensions for the ad, and schedule them if necessary
- Create a landing page focused on the product/service which has good keyword relevance
- Once the campaign is activated, closely monitor the cost per click (CPC), costs, cost per acquisition (CPA), quality scores (QS) and positioning
This is an overview which I will expand on, in parts, at a later stage. Once you get the basics done, you can obtain data to improve and expand your campaigns.
