You have come to the conclusion that a pay per click or PPC campaign will do your business some good, but do you know where to start? The organisation and structure of a PPC campaign influence its outcome significantly. A good campaign should start with the account structure. Managing your PPC account is as essential as creating the ad copy. Proper management of keywords is very crucial when doing PPC. It involves research of top-performing keywords, sorting out the negative ones. Organising a PPC campaign also entails creating ad groups and maintaining quality score.
Adjusting Match Types
A match type is the best way to inform a search engine of the keywords that you wish to match with your pay per click ad. Google AdWords offers advertisers different match types such as; broad match, modified broad match, phrase match, negative match, and exact match type. When structuring a PPC campaign, find out the keyword match types that would attract more traffic. Each match type has its advantages. For instance, broad match types direct more traffic. Exact match types, on the other hand, brings in more precise visitors but is also restrictive.
Using Negative Match Types
One match type that is quite useful in creating a successful PPC campaign is negative keywords. With this match type, you can sift out the keywords that affect your ad copy negatively. Keywords that display your site for irrelevant searches can cost you a lot of advertising money. By using negative keywords match type on your ad copy, you can increase the clickthrough rate, get more conversions, and improve quality score as well.
Testing Ad Copy
A lot of advertisers use PPC to improve business, and you have to ensure your ad copy stands out from the competition. If you are curious about coming up with PPC ads that perform well, then consider testing them first. Numerous tools are readily available to use for ad copy testing. Whichever tools you select, the results are what matter. Know the metrics to keep an eye on your campaign and to know the best strategies for the achievement of your goals.
Organizing Your PPC Account For Maximum Success, Search Engine Land
PPC Basics: Part 5. Ad Copy Development and Testing, Web Marketing Today