Oftentimes we are asked on the most important elements of a PPC campaign, and what we should look for when we are managing PPC campaigns on Google Ads. With that, we decided to come up with a list of components that we found to contribute the most for a good PPC campaign operation.
1. Campaign structure
the campaign structure should make sense. Make sure to organize the campaign by themes, topics, geofencing, or any other logical structure or concept that will allow smooth performance and minimize the risk of keyword cannibalization.
Utilize the use of SKAG ad groups and test which keyword match types perform the best over time.
2. Ad formats
as mentioned in our previous article, it is important to use all ad formats in order to test which ones work the best. Use Extended Search Ads, Call-only and Responsive Search Ads wherever possible. Give a try to Dynamic Ad Groups and see how this performs.
The more formatting options we will provide to Google – the greater the chances we could increase the impression-share and the overall exposure of our ads. Use ads of different lengths and do not forget to insert the appropriate keywords per ad.
3. Conversion tracking
one of the more common pitfalls we note over time is accounts that do not have any conversion tracking data. Before lancing a campaign, make sure to install the conversion tracking code on the website so that one could track the performance of the campaigns. In many cases, some light dev work might be required to install the conversion codes, but it is crucial to track the engagement and the outcome of the PPC campaigns. Some of the conversion actions do not require coding (like basic call tracking), so it is important to make sure the conversion code is working.
4. Use of ad extensions
Once the campaign is ready to be launched, make sure you have applied ad-extension. These tend to increase not only the optimization score of the PPC account, but also drive higher CTR and often a better quality score.
In case you are advertising for a local business, make sure to connect the Google My Business page to Google Ads so that visitors could navigate to the brick and mortar store with ease. For lead-gen campaigns, triple check that call tracking is intact and working properly.
5. Data analysis
Most PPC campaigns need attention, despite the common approach or belief that most actions are automated.
While we do note a great progress within the automated bidding operation, machine learning is based on search trends that could be manipulated due to shifts in search patterns, similar to what we’ve seen with COVID-19. Hence, good PPC campaign should be reviewed at least once a week, and we shall keep testing and exploring opportunities and bid adjusters.
Micromanagement will help to fine-tune the general performance and make the most out of Google Ads.
By making sure these elements are executed and reviewed, we will be able to run profitable campaigns on Google Ads and earn more traffic, leads and calls to our clients.
Question about PPC? Feel free to drop us a line at any given time!
Allan Todd is CEO of Pagecafe Digital Marketing. In 2022, Allan teamed up with Infront Webworks to provide digital marketing, website design, content marketing, SEO and strategy and solutions to local businesses. Allan lives in Colorado Springs.