The A-Z of PPC

  • Analytics – Analytics is an extremely useful tool for a huge number of things – conversion data, on page stats, user information. Link your analytics account up to Adwords to make sure you’re looking at the same data
  • Bids & Budget – The question on all clients minds… how much is it costing me! Review the cost of your bids regularly. Do you really want high CPC’s for keywords that don’t convert? A review of bids can a big influence on the overall spend.
  • Conversions – Not seeing as many conversions as you’d like? Are your ads performing? High bounce rates on landing pages? Are you targeting the wrong keywords? Find out why and optimise your account.
  • Display – Google’s Display Network (GDN) allows you to place visual ads across the web to people who you want to target.
  • Editor – Adwords Editor is a must have tool for PPC, which makes multiple changes really easy to make. Exporting data and importing data from Excel is really easy too.
  • Finding the right ad – The right ad does exist, but it takes a lot of testing to get there. Use A/B testing regularly. Once you’ve found an ad that works, don’t be afraid to keep on testing though! The perfect ad can always be improved on.
  • Goals – What do you want to achieve from your campaigns? 50 conversions a month? 100 clicks? Set yourself goals and monitor these regularly. This will help with optimising the account.
  • Headline – If you’ve ever judged a book by a cover, then like most people you’ll judge an ad by its headline. Make sure yours is catchy and relevant to what the user has searched for.
  • Impressions – The number of times your ad is shown. If you want your ad to be shown every time someone searches for a certain keyword, increase your bids to make sure you’ve got a 100% impression share.
  • Keywords – The keywords that trigger your ads to be shown. There are three different match types – phrase, broad and exact. The Google Adwords Keyword Tool allows you to see search volumes for your chosen keywords and recommends related ones.
  • Link Extensions – You can help improve your CTR’s with link extensions. Google has call extensions, site link extensions, social extensions, location extensions, product extensions and seller ratings extensions. These allow you to give more information to the user and give them more of a reason to click on any part of your ad.
  • Metrics – There are endless amounts of PPC metrics that you can look at. Some of the most common are – Clickthrough rate (CTR), Cost Per Acquisition (CPA), Conversion Rate (CVR) and Return on Investment (ROI).
  • Negative Keywords – They have the potential to make or break campaigns. Do you want your ad showing when someone searches for ‘Rubbish Tv’s’ or ‘The worst hotel to stay in’?! Adding negative keywords helps to make sure you only get your ad shown when you want to. If you’ve got similar campaigns, with similar keywords you should set cross campaign negatives so only relevant keywords are shown. Running a search query report will help you with this.
  • Optimisation – An account is never fully optimised. Review what’s working an what’s not and optimise wherever you can and the results will show
  • Persistance – The saying, “If at first you don’t succeed, then try and try again” is very fitting in PPC. Far too often have I seen campaigns/ad groups/keywords paused because they’re not working. Do everything you can to make them work, before giving up!
  • Quality Score – Googles way of determining how good a keyword is. If you’ve got quality scores below 6 it’s worth reviewing them. Keywords with a low quality are penalised and won’t be shown very often.
  • Retargeting – Target ads to people who’ve already engaged with your brand before. It will cost you more, but users are more likely to convert. Plus with Google’s easier tagging format, it’s easier to retarget the people you want to.
  • Structure – The key to a successful campaign. This post from PPC Hero has some useful tips on account structure
  • Testing, Testing, Testing – You’ll never get everything right first time and even if you think you do, keep on testing! Test your best performing ad against a new one with an A/B test and analyse the results. There are endless amounts of things you can test on a PPC account, the work is never done!
  • Vision- From the start of setting up an account, your vision needs to be clear. Do you want to get as many people to your website as quickly as possible or do you want to only send people likely to convert? Knowing this will define your strategy and make it easier to implement.
  • eXcel – Microsoft Excel can save you a lot of time and money. There are loads of things you can do on Excel – export and import data, ad copy review, setting up new campaigns and ad groups, keyword review, bid management techniques etc.
  • Zzzzzz….. 26 is a lot of letters! (Nope, you’re not getting a real one for Z!)

Okay, so the eagled eyed amongst will have noticed the alphabet has dropped a couple of letters…. If anyone can add any for J, U and W or Y feel free to add a comment below 🙂


3 thoughts on “The A-Z of PPC

  1. Hey Laura

    Great blog but i couldn’t help but try to finish off the list 😛 (FYI im more of an SEO guy so forgive me for my lack of PPC knowledge)

    J = Juggling – Juggling around different tasks can be difficult but essential when working in any profession and that does also include the online marketing world

    U = User experience – Looking at the ad and seeing if it looks good to a user. It may just seem like the simplest task but you need to make sure the words are not difficult to read.

    W = Working – again seems like the most obvious thing but its essential that you make sure that everything is working. Every click going to a page which isn’t there costs money!!!

    Y = Y oh why is there so many components to making a PPC campaign successful (i failed at y too)

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