Paid search campaigns are built around your business goals, split by category or business area.
To start a campaign, you need to create an account with your chosen search network, i.e. Google AdWords or Bing Ads.
Each PPC campaign structure contains ad groups – a way of organizing keywords that are closely related, or ‘themed’, and pairing these with relevant ads. Ad groups should contain between 1 and 20 keywords and 2 to 3 ads.
Creating ppc campaign structures and ad groups relating to specific products or services and that also mirror your website’s structure, makes it simpler to create ads that link directly to a relevant area on your site.
This in turn will help you gain a higher Quality Score, getting you lower relative CPC.
PPC Ad Formats and Campaign Structure
Your ads can consist of text only, or can include images or video.
The ad formats available to you depend on the type of campaign you choose – there’s more detail about campaign settings later on in this eBook.
One of the biggest advantages of paid search is the control it gives you over your advertising message and spend.
It’s important to focus on the keywords that best suit your business goals, without paying more than necessary.
There are various tools available to take the guesswork out of choosing your first keywords. To make the most of your budget, you must strike a balance between which keywords are most relevant to your business and what potential customers are actually searching for.
Achieving this balance doesn’t always have to be a matter of trial and error. You can use the AdWords Keyword Planner to research your keywords, the tool will also estimate how keywords may perform in terms of traffic and cost.
Also consider using words that could indicate intent, for example, ‘buy’, ‘cheap’ and ‘sale’ have a purchasing intent while ‘sample’ and ‘review’ have a research intent.
However, continually monitoring the performance of your keywords in a live campaign and fine tuning your keyword lists allows you to focus your spending on the ones that yield the best results.
Using generic keywords (for example, ‘socks’) means your ad will reach a larger number of people, but may mean it appears to users who are still researching and not yet ready to buy.
More specific keywords will help you to target a more qualified audience.
Long tail keywords are longer, highly specific, unique phrases (for example, ‘buy yellow socks’) that allow you to target people with greater purchasing intent, boosting the chances of conversion.
Another advantage of long tail keywords is that there’s likely to be less competition for them, bringing down the cost of your bids.
For each keyword, you set a match type to control how closely that keyword needs to match someone’s search term in order to trigger your ad.
Broad match – has the greatest traffic potential, but is the least effective at targeting, so this isn’t an option we’d recommend.
Broad match + modifier – your ad will show only when someone’s search contains the words within your keyword, or close variations of the words (close variations can include synonyms, abbreviations and misspellings).
Phrase match – your ad will show only when someone searches for a term that contains the keyword within the phrase, with or without additional words before or after it, as well as close variations.
Exact match – your ad will show only when someone searches for your exact keyword, or close variations.
Writing PPC Ad Text
You’ve selected your keywords and match types – now you need to put careful thought into actually creating your ads. Writing effective paid search ads requires constant revisions and experimentation.
Here are our top tips:
1. Create very specific ad groups – ensure each ad group within your campaign contains tightly themed keywords, perhaps focusing on a single product or service, so that your ads appear more relevant to customers.
2. Emphasize ad relevancy – include your main keywords in your ad text, particularly in the headline, to emphasize to potential customers how your ad is relevant to their search.
3. Use a strong call-to-action (CTA) – give potential customers a reason to click your ad and help them understand what they can do once they reach your landing page.
4. Ensure consistency between ads & landing pages – the content of each landing page should follow logically from the ad that triggers it, giving users a consistent message.
5. Leverage your display URL – the domain name of the website shown in your ad (the display URL) must match the domain name of your landing page.