Google Adwords recently turned 15 years old. Like an adolescent teen, it’s rather complicated.
If you’ve grown up with pay per click for the last decade or so, you probably know it well enough by now to overcome most challenges. However if you’re new on the scene, you may not get along!
But that’s OK. You just need a bit of pay per click coaching is all. Which is why I’ve put together this short post: Pay Per Click Advertising Made Easy. Essentially it’s a list of simple optimisation tips to make your life a little easier.
There are three core pillars to consider when optimising a pay per click account:
Keep a close eye on your Search Terms Report. It tells you the exact searches that people have made for your ads to appear. This is especially important if you use Phrase and Broad match keywords (which you should be of course). These match types let you cast your net wide, and bring in traffic you otherwise wouldn’t have reached through exact match.
By regularly checking this report, you can mine for new keywords (adding in any you previously hadn’t thought of), or you can exclude any that aren’t relevant (negative keywords). This is an easy way of improving your click-through-rate (CTR), and ultimately, your Quality Score.
Pay per click costs can often be daunting for new advertisers. There’s a misconception that Google/Bing is in control of your money. This couldn’t be further from the truth. You are in complete control of your pay per click costs, but of course you need the right bidding strategy to ensure it’s profitable for your business.
A common place to start is to determine the maximum you want to pay for each sale/lead. This is called Cost per Acquisition (CPA) bidding.
If you have a CPA target for your pay per click campaigns, there’s a simple formula you can follow to ensure you don’t exceed it:
Maximum bid = Target CPA x Conversion Rate
This can be used at both ad group and keyword level, but make sure you have enough data (for example 100 clicks or 30 days or more) to make a solid decision.
Don’t underestimate the importance of your pay per click ads. Communicate effectively with your audience, and everything else will fall into place. But the most important lesson you can learn is this; your audience will tell you what works, not the other way round. You may think you have the copywriting skills of Ogilvy, but the opinion of one-hundred searches is far more valuable that the opinion of one.
Your pay per click advertising is made so much easier when you let your audience do the work. Let them tell you which ad has the best CTR. Let them tell you which ad sucks. And let them tell you which ad makes them buy.
It’s your job to analyse the performance. Here’s a few tips to help you do so:
- Always sort your ad groups by spend, and optimise the highest spending ones first. This is where you can have the biggest impact on your pay per click account.
- Give yourself enough data to make a solid decision. This figure will vary depending on the size of your account and how quickly you bring in traffic. 100 clicks per ad group is a good place to start though.
- The most important part of the ad is the headline. Test as many versions of this as possible before moving on to the description lines.
Keywords, bids and ads. These are the 3 core pillars for pay per click advertising made easy. Focus on the fundamentals, optimise them regularly and watch your performance steadily improve.
If you need any further advice please don’t hesitate to contact us. We’re a leading Pay Per Click Agency based London.