Pay per Click 101

Pay per click advertising can be an effective tool for growing your business but if you don't know what you're doing it can be an effective way to burn through piles of cash ...quickly. We can show you how to set up accounts properly (or repair accounts that were not set up properly) and get your pay per click account profitable.


Pay per Click Providers


Pay per Click Set Up
  • Account Level - contains all pay per click set up for one business
  • Campaign Level - contains related adgroups. settings for search, content, scheduling, budget etc can be controlled at this level
  • Adgroup Level - contains groups of closely related keywords and their ads
  • Ads - Can be text (most common), banner, video etc.
  • Keyword and/or phrase - word or string of words used to rigger your ad
  • Conversion Tracking - paste code provided by Adwords and MSN into your website coding
  • Use Adwords editor for larger accounts http://www.google.com/intl/en/adwordseditor/

Campaign Creation and Maintenance
  • Campaigns for Search Network and Content/Display Network should be separate - true for Adwords and MSN
  • Choose geographic region and scheduling here
  • Choose Devices here e.g. desktop, mobile
  • Choose budget here
  • Choose ad rotation here - choose show evenly for ad testing

Adgroup Creation and Maintenance
  • Adgroup should contain set of closely related keywords - few as one
  • Each Adgroup should have its own ad(s)
  • Consider a unique landing page or product for each adgroup or even keyword
  • Test Ad as often as statistical significance allows
  • Monitor keyword per conversion cost
  • Use CPA if tracking URL's are possible on your website

Ad Creation and Maintenance
  • Check your competion before authoring ad
  • Answer customer question and/or solve their problem
  • Write to emotion more than logic
  • Goolge rewards relevance - ad, landing page and keyword must be relevant and high CTR and Quality Score are important
  • Test Test Test and RE TEST!!!

Keyword Set Up - broad, phrase, exact, URL specify et
  • Broad - shows for all combinations of the keyword - be sure to use negative keywords
  • Phrase - shows for phrase containing the keyword(s)
  • Exact - shows for only searches that exactly match keyword(s)
  • Plurals - snowshoe (singular) can have very different conversion rates than snowshoes (plural)
  • Use part numbers, brands and other exact keyword where possible
  • General keywords will get traffic but fewer conversions
  • Specific phrases will have less traffic but typcially convert much better

General Considerations MSN ads have only a fraction of the reach of Adwords. Get adwords humming then set up MSN Adwords is now using details from Google shopping. Create Google shopping feed if you sell tangibles. Adwords ad extensions: ratings/reviews, show products, your location, click to call etc Google Shopping feed has increased in importance Keep quality scores high and avoid controversial topics and techniques to avoid the dreaded "google slap."
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