Google AdWords is by far the most popular PPC platform in the marketing world – so much so that it’s now synonymous with pay-per-click advertising. Which makes AdWords amongst the first things you need to learn before you bring PPC into your marketing strategy.
This is where you’ll do much of your keyword research, bid on those essential phrases and look after your PPC campaigns for years to come. So let’s jump right into it and take a closer look at PPC’s most important platform.
Key elements to Google AdWords
First of all there are a few key elements to Google AdWords that we need to cover – nothing too stressful, just some basic essentials to get us started.
Your PPC efforts are broken down into campaigns, each their own settings, budget and a range of other factors. Theses are especially useful when it comes to targeting specific users, based on location, individual products or users at different stages of the buying process. There’s no limit to how many campaigns you can run and you can stop them at any time (handy for promotions and holidays).
Campaigns are then broken down into Ad Groups and this is where you pinpoint which keywords trigger the same group of ads. Once again there’s no limit to how many Ad Groups you can run, but be prepared to spend time optimising them to make sure they pop up for the most relevant searches.
The ads themselves are contained to their specific groups and these tiny ads consist of little more than a headline, URL and small amount of ad copy. You can choose the destination URL to send users to the most relevant page of your site and you’ll also need to experiment with ad copy to entice more clicks.
Keywords are the triggers that tie your PPC ads to searchers and there’s a bit of an art form to choosing the right keywords for your campaigns. Sadly, there’s too much to go into in this small section, but we’ll be back with more posts dedicated to keywords soon – so hold tight!
The main metrics you need to measure
The following metrics are the most important numbers in your PPC strategy:
Impressions are how many times your ad is shown, while clicks tells you how many users actually click on your ad. These metrics are collected at keyword and ad level, but also tallied at ad group, campaign and account level as well – which means you can track and optimise each part of your account to understand what’s working and how to improve.
Divide clicks by impressions and you get your click through rate (CTR), which generally wants to be as high as possible – although it’s not quite as simple as that. While conversions are completed goals, like: email sign-ups, new accounts or purchases after your ad gets clicked – a metric you definitely want as high as possible. Finally, ROI tells you how much profit your PPC campaign is pulling in and we’ll be talking a lot about how to maximise this in future posts.
Next up on Inside PPC
We haven’t even scratched the surface on AdWords today – so it only feels right we come back and delve a little further next time around. So check back soon and, if you have any questions in the meantime, you can always get in touch with us here.