It’s amazing how so many businesses still lack expertise to be successful in online marketing. I’m not complaining because it means we get to work on Pay Per Click and SEO projects that simply wouldn’t exist if the process was easy. Most businesses have someone with at least a little SEO knowledge, but PPC is where many companies that trade online generate the majority of their income and even basic PPC concepts are a mystery to many in-house SEO professionals.

It’s hard to compare someone who has never worked on projects involving budget critical decisions and a professional SEO who manages PPC budgets day in, day out; mainly because PPC pros handle many marketing budgets and have lots of data from numerous industries. Data is a key requirement if your PPC is going to produce great ROI, but data comes in many forms.

Understanding and Using Your Data

You will accumulate data from your ads and if you follow the split testing principles we spoke about earlier, you can get some pretty good data, but long before you put your ads into action, you need to research keywords for your PPC campaign. All good online marketing revolves around the use of keywords and their synonyms. Once you’ve worked on your keywords using the Adwords keyword tool, you should have a good list, but more is not always better. You need to take your list and create ad groups for each of your main keywords, but don’t overdo the number of keywords in each group.

Ad Grouping and Separation

Creating multiple ads is a slow process, but critical to the most successful ad campaigns. For example, why would you run an ad for the keyword ‘wardrobe’ when you are specifically selling pine wardrobes and could potentially end up paying for clicks when people are looking for oak wardrobes? Grouping your keywords based around the material, how many drawers, doors or height will make your ads hyper-targeted and save your budget while boosting ROI through the roof.

It’s crazy not to run an ad that reads “6ft 3 door pine wardrobes with 2 draws at incredible prices” if it doesn’t cost you anything until someone clicks it because what else could they be looking for on that click? Too many supposed professionals are wasting budgets by cramming broad keywords into their ads, when they should really be creating more targeted ads. It takes longer, can sometimes seem like working in a sweatshop, but that’s how to get the best ROI for clients or employers.

Make it Obvious

There’s much more to great PPC ads, than the actual grouping or targeting. The URL is almost as important has the title. I typed “3 door wardrobe” into Google and the image below shows the results.

As you can see, there are many targeted results and most have the search term in the title in one form or another. I’ve circled the ad I consider the best targeted on the page and although it’s not as clear why at this stage, take a look at the image below and see what happens when I use the search term “Asian Mahogany wardrobe”.

What do you think would happen if your ad contained “Asian Mahogany Wardrobes” the title and URL? As you can see in the ‘three door wardrobe’ image, the keyword is bolded in the URL and in the title. On a page such as the ‘Asian Mahogany wardrobe’ results page, Google would effectively be screaming at the user to visit the site. Just to let you know that would place your ad on a similar level to the first and second place result, which has a domain authority of 92 and is not a furniture retailer. You can take these techniques to the bank.