PPC Ads: Google Ad Guide
Let’s get started. First, we’ll do an overview of what PPC Advertising is all about. We’ll next look at account structure. Then we will actually dig into campaign settings and structure and finally We’ll go over ad groups and what comprises ad groups and touch upon some of the settings there as well.
So, what is PPC Pay Per Click?
It’s known by multiple names. PPC stands for Pay Per Click but is generally shortened to just PPC. It is also referred to as paid search, you’ll hear search engine marketing, sem. Basically, these are the ads on engines such as Google, Yahoo, and Bing, that are triggered when a user enters keywords into the search bar. The system works on an auction basis. So, the people who are advertising their products and services are bidding on the keywords that the user is entering into the search engine. With traditional PPC, you’re charged when they viewer actually clicks the ad. So, set a bid price on what you’re willing to pay. When a user clicks the ad, you bid on keywords that you want to trigger your ads. When the ads are triggered, the user clicks the ad, and you the advertiser are charged. That’s where the name Pay Per Click comes from, with respect to clicking the ad and getting charged. There are some other ways that you can pay for impressions, which we’ll get into, or clicks. But we are going to stick with standard operating procedures, basic training here, and primarily be discussing Google, which is Google AdWords. Keep in mind, however, Yahoo’s PPC platform is called Yahoo, Gemini, and Bing is called Bing Ads.
Display Ads for PPC Advertising
Google does have the majority of search market share in the US at about 65%. And if you look worldwide, particularly in places such as Europe, Australia, and other areas Google Ads internationally, it can be as high as 90%. So again, we are going to stick stick with Google AdWords for this presentation, and we’ll go into more complex topics and settings in other presentations. So first things first. If we look at a wide-angle lens of PPC or pay per click, I mentioned users putting search terms into Google, for example, that’s traditional PPC. However, there is another side to PPC called Display Network. Think of display network as people in your target market who aren’t necessarily shopping for your product or service. Whereas search is people who are in your target market and are actively searching for your product or service. Usually, we want to target people who are in the mid to the late stage of the buying cycle. However, in this presentation, we’re going to focus on lead generation as opposed to ecommerce stores. So, with lead generation, you may be getting people in research phases of the buying cycle as well. But ultimately, we want to send qualified traffic by the keywords that the user is entering into the system to trigger the advertiser’s ads. On the flip side with Display Network, that user isn’t typically in the buying cycle at all. However, as I mentioned before, that you are very well maybe part of your target market. So, search people actively searching display people who may be in the target market, but aren’t necessarily looking actively for a product or service.
Types of PPC Accounts
Google offers Google Express accounts which are stripped down versions of paid search. They don’t offer a whole lot of flexibility. And, they are not great for tracking results and establishing benchmarks. So, you’ll see a lot of advertisers who wanted to test out PPC, will start with Google Express accounts, we recommend that you set up an AdWords, a Google AdWords account. Even if there is an express account, there’s not much that can be used in terms of history from the Express accounts. And again, it’s such a stripped down version. It truly doesn’t compare to an actual Google AdWords account. So, unless your client was running an actual Google AdWords account, you’ll want to set up a new account from scratch, but just be sure it’s an Google AdWords account, not an express account.
Accounts are comprised of campaigns, campaigns are comprised of ad groups, and ad groups are made up of keywords and ads. You can also add what are called ad extensions. And we definitely encourage that, but it’s not required. So, let’s look a little bit closer at the child’s account level settings such as billing for the ad spends, meaning when the user clicks the ad, the advertiser is charged. So, who’s paying for that who is paying Google for the clicks on the ads Some agencies have it set up so that they pay all of that to Google and build their clients for it either in advance or after the spend has been accrued. Other agencies will have each individual child account set up with the child account owners billing source billing information. There are a couple different ways that billing can be set up. Typically, it’s via credit card, whether again, it’s the agency credit card, or whether there are individual credit cards for each child accounts. There’s also what’s known as invoicing that does have certain prerequisites that have to be met. And it does require pre- approval by Google. But just so you know, there are options and the most popular we see is typically by credit card, where the account owner the end client, has their credit card information. on file and they are charged for the ad spend directly from Google, typically on a post pay basis, meaning the clicks accrue, the costs accrue and then Google builds it out afterwards as opposed to in advance.
Also note that at the account level, account notifications are set. So various different alerts regarding billing or activities in the accounts. Those are set at the child account level. And then the other two big points are timezone and currency, timezone and currency are set at the account level and cannot be changed. Soif you make a mistake and set the incorrect timezone or the incorrect currency, you’ll either have to keep it as is and live with it and do the necessary conversions, which are don’t recommend, or you’ll need to set up a brand new Google AdWords account. So just be aware because we do understand that you may be managing accounts that are all over the country or all over the world, and may have all different currencies and time zones. And they may not match your particular time zone or your particular currency. So, it’s very easy to slip up there. Just be aware, for whatever reason, they cannot be changed. It doesn’t make sense to me because I always say Google is creating a car that can drive itself but they can’t change the timezone or currency in account, so don’t blame me.
PPC Ad Groups
Exact Match keyword ad groups are our most qualified because it’s pretty much going to be very simple. More are right on the nose in terms of what keyword we’re bidding on versus what keyword the user is putting into the search engine and then remember, ad groups are part of campaigns and keywords and ads, make up the ad groups. We’ll talk about the ad extensions a little bit Later as well. But you’ll notice how, as you keep drilling down, things get more and more specific. Again, it’s all about relevancy. And not trying to achieve too much at once with one ad or one set of keywords. If you’re finding that you’re struggling to write the ad, or you have hundreds and hundreds of keywords, you will want to split them out. That’s a sign that you probably need a separate ad group, at least if not a separate campaign. And you’ll see here, two to three ads. We usually recommend three to five depending on budget, but you always want to have at least twoads in each ad group. Why? Because you always want to be testing, you’ll hear about A-B testing, that’s usually referring to different ad copy, whether it be a different headline or something in the path which is part of an expanded text ad Think of it in terms if you’re always offering somebody, only white wine, how will you ever know if they like Port or a good craft beer like Papago Brewing Orange Blossom. So, we want to make sure that again, everything is tightly knit and very relevant. So, the ads for compact cameras shouldn’t talk about refer to SLR cameras, nor should the keywords. But we do want to give multiple different ad experiences so that we can determine which are working best, which are resonating with the user and then optimize the account accordingly. So now let’s look at our campaigns some of the common settings or most prominent settings for campaigns are the budgets.
Daily ad budget
Campaigns are set with daily budgets. However, with PPC management’s usually the clients is going to set a budget on a calendar monthly basis. So perhaps the user wants to spend a cap of $5,000 on clicks per month, and they want to run every day of the week. So what you’ll do is at least to start, take the $5,000 divided by 30, and that becomes your daily budget. Now you can get more specific depending on how many days are in a particular month and some advertisers are only running Monday through Friday. But generally speaking, PPC budgets are managed on a calendar monthly basis,but the campaign setting is on a daily basis. And as the account is being optimized, that daily budget may get changed. But just keep in mind that the way you manage the account on a whole, and the budget is monthly calendar basis, whereas the individual campaigns are set at a daily budget, in most cases. Now, a little caveat on how Google spends the budget. Google can spend up to 20% more than your daily budget on any given day. But let’s assume that things are an in a vacuum and the daily budget does not change the entire time throughout the month. Google will never spend more than 30.4 times your daily budget. So, they may spend a little more on somedays but then they’ll spend a little bit less on other days to make sure things even out. Now, it’s unusual that a budget would stay the same for an actively managed PPC account the entire month, but just for example sake so that you know how the Google overspend can work. Again, they won’t spend more than your daily budget multiplied by 30.4, assuming that daily budget is static. The ad spend is going directly to Google, and that’s completely independent of any management fees or other fees. So, some other settings that are at the campaign level Include location targeting, meaning where in the world are your users? Or where in the world? Do you want to show ads for users, and language targeting? Those will default to all meaning all territories, all languages, that Google services, which is, as you can imagine, dozens and dozens and dozens, so that’s not recommended. And it’s important that those are set appropriately.
Now, though, they can be changed. It’s not like the currency or timezone issue. But if you don’t have them set properly, you can easily waste a lot of money quickly. Other settings that are at the campaign level, include ad delivery, rotation, ad schedule. So how fast areads being shown in a given day? How are ads being shown in terms of time of day, day of week, so on and so forth? those settings, again are all set at the campaign level. There area variety of other settings, which we’re not going to dig into for this presentation. But these are the the major ones to be aware of. So, let’s talk about types of campaigns. So we touched upon search and display search being Search Network, which is, again, the examples that we’ve looked at before someone puts goes to Google com puts search terms into the search bar and sees all different results, including paid ads, PPC, search partners is a little bit further reach where properties owned by Google as well as Google partners can show ads that can be enabled or disabled in a campaign. However, excuse me, you can’t do search partners only, you can do search network with search partners or Search Network without search partners. The other facet of search to be aware of is the Google Shopping account. Again, only eligible for ecommerce clients that are selling a tangible product that has a fixed price that can be put into a cart and actually ordered. Next we have display, which we talked a little bit about before, people in our target market, but people who are not likely in the buying cycle or even research cycle in most cases, and under the display umbrella, there are various different ways to target and these can be layered in many cases. You don’t have to have an ‘either or situation’. But again, we’re not going to go too far into that detail for this presentation. We’ll dig in further in other blog posts.
PPC Advertising Remarketing
One of the most popular and one you may have heard of is remarketing, also known as retargeting. That is when you’re reaching back out to people who have already interacted with your page or your site. So, there’s various different ways that you can target for remarketing, we usually recommend all visitors to start to help boost traffic. And then you can show targeted ads to those users. Just depending on what your offers are, what pages they visited, what actions they took or did not take. So remarketing is a very, very useful tool. It is definitely the most qualified Display Network. Search, again is people actively searching we’re display is not display is more geared towards excellence. Bowser and building brand affinity awareness recall, but remarketing is going to be the most qualified of display. Because it is a warm lead it is someone who has voluntarily already interacted with your page or site. Other ways you can target display network would be based upon keywords. And when I say that I mean contextually semantically. So, Display Network does not recognize individual keywords because the user isn’t putting individual keywords into a search bar. Rather, it’s looking at categories’ themes, likenesses between the pages where your ad may appear, and your landing pages your keyword categories and general themes. placements means that you are hand selecting where you want where you want the ads to appear. So, if I know my target user is often on a site such as Pinterest, then I can say to Google, I want to target Pinterest, I don’t want to leave it up to Google to find a theme that matches mine.
Now anything in display in terms of the pages and the sites are voluntarily participating in that network through the AdSense program, Google AdSense are the network or is the network of advertisers who have allowed Google ads to show on their pages. And that’s what the display network is all about. So, AdSense is the flip side of the advertisers or pages rather, opting in to allow advertisements on their site. Display Network is where you are indicating that You want to show your ads on various different sites. Again, with placement targeting, you’re specifically indicating which pages but again, they do need to be part of the display network and there’s a tool to search that. Moving on. Another way to target people on the display network is through topics and it’s pretty self-explanatory. So, it may be home decorating, it may be remodeling it may be any number of things, button pics are additional ways that you can target your desired user base. Another similar is interests and interests can have two different categories. affinity meaning something the user is not to be redundant but interested in or in market meaning. The user has had activity that seems to suggest they are in the market to buy something. So that’s a little caveat to display network being people who aren’t usually in the buying cycle, there are certain interests that are considered in market. And in those cases, the users behavior did indicate that the person may be in the buying cycle or the research phase or looking for a product or service loosely, not nearly as specifically as search but take it for what it’s worth just depending on who your target market is and what the product or service, you’re selling it. And then another way to target on the display network is through demographics, things such as gender, income level, whether the user as a parent or not. So that information can be pretty interesting with respect to really defining the profile of the user that you want to target. And then last, I just want to make mention. Again, we’re not going to go into this in any detail other than this particular mention. But another type of campaign would be YouTube, also known as TrueView campaigns. And there’s two types in stream an in display. And that has to do whether with whether the ad is showing say, before a video, over a video or around thevideo revolts. YouTube are TrueView campaigns are video ads. They’re not ads that safe text ads on youtube.com. They are actual ads that our videos so that’s an easy way to kind of differentiate them.
Now, we’ll drill down to our ad groups. And think about some settings here. Default bids are set at the ad group level, we recommend that you set bids at the keyword level, which we’ll talk about in a few minutes. But you must set a default bid for each ad group. So, you want to make sure that that bid is something you’re willing to pay for each click. So, you want to be comfortable with that number. And cost per click can range from a penny to you name it as high as $100 and more depending on the industry. So you need to understand what your budget is, what is realistic for what you can afford, how much traffic you want to get versus how much traffic Are you willing to pay for, but that default bid will be What the system uses if you don’t set a bid at the keyword level.
PPC Adverising Keywords
Next, we have our keywords. So keywords have multiple match types. One keyword can essentially become four keywords because of these match types. And the match types determine how closely related the search term needs to be relative to the term that we’re bidding on. The match types are broad, modified, broad, phrase, and exact. And usually you want to bid the most on an exact match because that’s going to be your most targeted traffic you’re most likely to convert and broad match would be your least quality. Find traffic, the least likely to convert and probably a higher volume actual traffic. But again, similar to being in position one, you’ll get more volume, but you’re also going to get more untargeted volume or unwanted volume. We actually avoid broad match. In most cases, it just is too risky. In the majority of situations, we usually stick with modified broad and exact, and sometimes phrase just depending on the situation. So we look at what each means and examples, but also wants to mention negative keywords are very important. And they can be added at various different levels doesn’t have to be the ad group level. They can be added at the account level, the campaign level, or the ad group level. And think of negative keywords as the bouncer at the nightclub, those are there to block unwanted traffic. So, for example, if you are a lawyer, or advertising for a lawyer, a good negative keyword would be pro bono, because you’re not advertising to bring in free work. Depending on how your account is structured, you can set that at any one of those levels. But that’s an example of a negative keyword. And if any search includes the words, pro bono or if they put it all together as one, depending on how you have it targeted, it will not allow your ad to be triggered for any of that nature. To rehash, different match types work like, broad being the most general, if any one word in the search term matters. Is any one word in the term in the account on what’s your bidding, the ad can be triggered with modified broad, also known as broad match modifier. In that case, anything the noted with the plus sign must be part of the user search term in order for the ad to be triggered. Within the user interface, also known as the UI of Google AdWords, the modified broad keywords will be shown with a plus sign that you can have a modified I’m sorry, I’m modified broad keyword that has multiple words in it, but not all of them have the plus sign on it. That’s what you want to determine in terms of how wide or specific Do you want the terms to be. But just keep in mind anything. Do you notice with that plus sign must be part of the search term in order to hit for your ad. If for example, you had yoga pants in Huntington Beach, California, you don’t necessarily want to put the plus sign on the word in because it’s not necessarily an actual word to be part of the search term.
Phrase match is next. Do you notice in the user interface Google AdWords account with quotation marks means that your search term if it’s yoga pants, can trigger an ad if the user puts something before or after that term. So, in the example here, buy women’s yoga pants or buy women’s yoga pants online. It can be before or after or both. Exact Match again is our most qualified because it’s pretty much going to be very simple. More are right on the nose in terms of what keyword we’re bidding on versus what keyword the user is putting into the search engine. There are close variations that can trigger the ad. That wasn’t always the case. But that is the case now. So, you will see triggers from time to time that aren’t and exact match as it’s called. But just be aware that there’s that extra little cushion there. Those are denoted in the account with brackets. And then for negative keywords, if you’re looking at them in the accounts, you will or ifyou’re adding them to the account in the user interface in Google AdWords, they’re denoted with a dash or a minus sign.
There are close variations that can trigger the ad. That wasn’t always the case. But that is the case now. You will see triggers from time to time that aren’t and exact match as it’s called. But just be awarethat there’s that extra little cushion there. Those are denoted in the account with brackets. And then for negative keywords, if you’re looking at them in the accounts, you will or if you’re adding them to the account in the user interface in Google AdWords, they’re denoted with a dash or a minus sign. So if you are selling women’s yoga pants, and you don’t sell women’s weightlifting pants, you would add weightlifting as a negative or In the case of the attorney, you don’t do pro bono work or you don’t want to advertise for it, you would add pro bono as a negative keyword. Now, negative keywords have match types as well. The default is broad match, we often use phrase match, but we’re not going to go too far into detail there. Just be aware that it is an options have multiple match types with negative keywords.
PPC Keyword Level Bids
So I mentioned before that you must set a default bid at the ad group level. And if your keywords do not have specific keyword level bids,the ad group bid will be used as a default. It’s important to set keyword level bids because all keywords are not created equally and As I said, one keyword can become 234keywords based upon match type. You want to bid the highest for exact match the lowest, for broad or modified broad. Again, we don’t usually recommend to use broad match, and that is a default match type. So be careful. If you are adding keywords, broad match in the account, have no quotations, no denotations, no plus signs, no brackets, that’s how you know it’s broad. And that will be the default. And again, that can cost a lotof money and really be ineffective if you don’t know what you’re doing with it. So you want to bid the highest for the most specific, the lowest for the least specific, stagger those bids. And then as you optimize the account, you’ll make adjustments accordingly. It doesn’t mean that you won’t have a situation where you’re bidding more on say, a phrase match, then you are on an exact match, but to start you usually want to stagger them in that way.
Text and Display Ads for PPC advertising
Next, we will talk a little bit more about ads. Not to be confused with Google Shopping ads. Display ads are also known as image ads. We have text ads available for Search Network, and display network. Again, depending on what the page in the Display Network allows, image ads are only on display network. Think of these as just as important as the ads themselves. I like to refer to them as free bells and whistles that help enhance an ad. And in addition to making the ad more relevant and more appealing, they also make the ad size larger. So, if nothing else, you’re covering more real estate on the page, and it’s pushing the competitor ads down. So, here’s a list of many of the common ad extensions. There are a few more but these are the most popular ones, and the ones that we’ll review today. Now, similar to negative keywords, ad extensions can be set at the account, campaign or ad group. level and ad extensions do not apply to the Display Network only search. First one sitelinks they can be standard or expanded. And when expanded, you have basically a headline and then two lines of body text. In the example here, you can see there at the bottom, and as the name suggests, they are actually hyperlinked so meaning that if you click them, you will go to a particular page. Google intends for site links to go to pages other than if you click the ad itself. So about us testimonials, hours of operation. As an example, you see it is for, again, our yoga pants example. Then there’s some other potential options that Groupon offers that I may be interested in. So, if I click one of those fun things to do, or let’s say electronics, goods, and more, I would expect to land on a page relative to electronics or fun things to do respectively. Whereas if I click on the aditself, I would expect to come to a page that gives me an offer coupon for yoga pants. Now, Google does want those URLs, landing pages to be different than one another, meaning the site links different from one another within site links, but also different from the ad itself. But they must all have the same root domain URL meaning Groupon dot com,Groupon couldn’t put a site link that had ebay.com, for example as the URL so the route must be the same. Inthis example, these are standard site links, you don’t have those extra lines. But it can bevery effective to really cover again, a lot more space on the page and just cram as muchrelevant information into the ad as possible.
They will look similar to siblings, but notice there’s no hyperlink. So these don’t go anywhere. You can’t click on them just added real estate to enhance the ad. And notice the little dots in between, similar to sitelinks. Just separating the different value propositions or cross promotion Or use whatever you feel is relevant to the user that can be used. These are pretty flexible as far as what Google allows in those call outs. So yes, you can say in business since 2000, you can say free consultation, you can say many different things that would make the ad more persuasive. Again, very flexible on the content. And there are character limitations with all these ad extensions, as there are with the ads themselves. But another way to just enhance that ad, and notice that the ads have multiple ad extensions, so it’s great to use them in combination with one another. Google ultimately determines what extensions are going to show. You do need to be in top positions. one through four to achieve Having those ad extensions shown, but you can have them set up in the account as eligible. You notice that there’s four showing, that’s typical of call outs, and sitelinks. But in the account itself, you can set up as many as 10 or more. They’ve changed it over time, but Google will rotate what you have in the account and start to show the better performers more frequently are structured snippets. I love these, but they are a little bit stricter, not as much flexibility.
There are preset categories such as courses, neighborhoods, amenities, catalog services, that are defined by Google and you must follow those presets. You want to make sure you’re not just putting filler in these ad extensions. But this shows a very relevant example. Now, like I said, Google is stricter with structured snippets, you have the preset categories, but you also have to follow them pretty specifically. So for example, neighborhoods being one, if you put in multiple major cities that you service, Google is likely going to disapprove that because they literally want neighborhoods, little towns, not any kind of big cities.
Next, we have favorites call extensions. There are essentially two major ways to utilize call extensions. One is through Google directly, and that’s called Google forwarding. And this will show call extensions will show your phone number within or next to the ad. And that phone number can be your main number or it can be Google forwarding, meaning Google Voice will provide a tracking number and put it into your ad. That tracking number will seamlessly route to your main number. And the purpose of that of having a special tracking number is that the user couldn’t get that number Any other way except through pay per click. So, it’s a great way to prove value in terms of the phone traffic that’s being driven to the advertiser from pay per click. The downside of using Google forwarding somewhat limited. The numbers, again, are sourced from Google Voice. So, this ad may show if we’re using Google forwarding may show one phone number today and show another phone number later today and another phone number tomorrow. So, the numbers aren’t static. And you don’t even see the phone numbers. In the ads. It’s not like Google provides you with a list. These are the numbers that we’re going to be rotating. So that is one downfall. Another disadvantage is that you cannot replay or listen to the calls. Google doesn’t allow that or offer that for Google. However, there are plenty of third-party call tracking providers. You may have heard of some of these, they can provide static tracking numbers where the number stays the same. It’s here’s the tracking number, it will seamlessly route to your main number. And this is what you’re going to see in each and every ad. Call Recording and replays are available in most cases, which is great for coaching opportunities on the client’s end, as well as optimization opportunities for the person managing the account. The catch needs to be that Google wants to see the phone number on the landing page. So, when you’re using a third-party tracking system, they’re sourcing their own tracking numbers and those tracking numbers are unique and separate and distinct from your main number. So, it can get a little bit tricky with tracking.
We have whitelisted ways with Google to be able to show those tracking numbers in the ads and be compliant with Google’s requirements. We have location extensions. So, these are essential for local advertisers that have a physical location, a brick and mortar an office. Certainly, a lawyer, as we mentioned, Website Design Services. Not a bad idea. But if it’s somebody working out of their house, it’s not 100% essential, but it definitely can enhance the ad. And certainly, allow the user to have a better experience. Notice that that is that location there is hyperlinked. So, if you click on it, say you’re on a mobile device, and it is a lawyer, and you’re headed to the office, if you click on it, it will allow you to get directions. Directions are fed from the Google My Business account that I mentioned before. And there are several benefits to linking your Google My Business account with your Google AdWords account, one of which is it allows location extensions to show automatically. They will the location extension or extensions because if there’s multiple locations, that can apply as well. That information in terms of location extensions will automatically show or be eligible to show again, Google pulls the strings but will automatically be eligible to show at the account level.
But remember with all these ad extensions that we’re reviewing today, they can be set at the account level, the campaign level, or the ad group level. So if you do have, say an attorney who has three different offices, you may have a campaign for each office and set the location extension, each respective location extension at the campaign level, that way, the ads pertaining to location A only show location aids information, and so on and so forth with location BNC. Face extensions is probably most useful for e commerce, but definitely can be used for lead generation as well. In this example, it is you know, a tangible product, but perhaps for the yoga pants example, they would have priced Yoga top and Bottom Sets. And I don’t know, some kind of business pricing, you do need to have at least three-line items. So you can’t just have one price listed, you have to have at least three, but can be a great way to cross sell upsell, and especially if you’re competitive on price or the advertisers competitive on price, it’s a great way to really showcase that extensions are one of my favorites, but one of the toughest, so this is probably the strictest one that Google has. There are preset formats that you must follow in terms of the actual copy that you’re seeing. In addition, you cannot use a review from any aggregator site or customer review sites. TripAdvisor, Yelp and so on. It must be from an independent third party. So, in the example here, you see that the Better Business Bureau is being used as are view extension, which is great. A journal, a newspaper, some kind of award or certification, and it has to be 100%. legit. You have to provide both the actual review or accolade, whatever it may be the source, as well as the URL where you can prove that the review exists. So, you don’t see all that on the front end here. But just know that that’s on the back end. And in that case, the URL is not going to be related to the domain of the advertiser. It’s going to be related to the domain of the particular third party. reviewer, if you will, can be for anything prior to last year.
One last point, we’re in 2020. If it’s from 2018. And let’s say it was approved at the time, it will be disapproved now, because it can’t be for anything greater than last year. Again, you must follow Google structure and guidelines precisely. It’s the strictest, it’s one of the toughest to get approved. But if you do have eligibility where there are review opportunities from third parties out there, you definitely want to take advantage of it. And if you look just in your own browsing at different ads, you’ll see that that’s probably one of the more infrequent information ones that you see, but it’s because it is the hardest to really get and work with.
We’ve talked a lot here, I appreciate all of the patience and attention. But do a quick summary what we’ve discussed. So like many things in online marketing, pay per click is known by many names and many acronyms. Pay Per Click PPC, SEM, you name it. But there’s a little guide for you. It’s all the same thing. It’s an auction-based system. So, you are setting a bid what you’re willing to pay for each user to click thead. And Google has the majority of the market share. So, we’ve used Google as our example here. The structure is essentially an outline, it’s a hierarchy. My client center for PPC Advertising is agency level housing all Have the client accounts, also known as child accounts, child accounts have their own unique ID numbers, see IDs. And an account is made up of campaigns, ad groups, keywords, ads, and you don’t have to have ad extensions, but we certainly encourage it. If you feel lost, We have Google AdWords certification. And that involves taking and passing a Google AdWords fundamentals test, as well as a Google AdWords Advanced Test. The resources we use from Google are invaluable. At the very least, you want to be at least familiar with the information in there and have it saved in a bookmark so that you can easily refer back to it. Of course, we also have compiled many different resources for your use. And you can visit our help center to tap into those resources. And then you also have Google support. So, the 866 number is the US number for Google support. Within the account, if you go to the top right corner, you’ll see a gear icon. You can then click Help, and you will see various options for additional help whether it be chat, whether it be email support. There are multiple Different options there. And if you’re not in the US, then the phone number there will reflect your particular area. So thanks again for taking the time. I hope that this has been beneficial for you and that you’ve learned the basis and have a good resource now to refer back to and we look forward to seeing you in future blog posts.
Frequently Asked Questions
How do you advertise in PPC?
- Start brainstorming.
- Do keyword research.
- Structure and organize your PPC keywords.
- Include negative keywords in your first PPC campaign.
- Know your budget and work backwards.
- Research the competitive landscape for keywords.
- Write great ad copy.
- Create a powerful and relevant call to action.
- Open a Google Adwords account.
- Continually monitor and optimize the campaigns
What does PPC mean in marketing?
How effective is PPC?
Is SEO or PPC better?
Do Google PPC ads affect SEO?