Creating A Pay Per Click Campaign

Creating a pay per click campaign with good structure is a common challenge for many businesses. While most PPC opportunities provide tutorials outlining the basics of good construction, they are often limited. This can mean losing money to advertisers with poorly structured campaigns.

This article provides a blueprint of a well structured PPC campaign. While this article will provide the basics, it will not take the place of working with an expert pay per click agency that can expand your campaign to take advantage of new opportunities while setting you up to pass by your competition.

Look At Your Audience

Before you start creating a PPC campaign, look at your audience and then separate them into groups. For instance, if you operate a website selling easels, watercolors, drawing paper, and other art supplies, envision the different audiences that might have an interest in each of your products. Target your audience by categorizing them into separate campaign groups.

Building Your Campaign

Under your main keywords for each category, find additional keywords that will help you better target each of your campaign groups. For instance, when considering your strategy for selling drawing pencils, include keywords that relate, such as graphite or charcoal. These words should each represent a different category or ad group of your pay per click campaign.

Include Negative Keywords

To prevent your ads from showing up when a searcher includes certain words, create a negative keywords list. For instance, you would not want someone clicking on your pay per click ad that searched for the term “free drawing pencils.” If your ad displays because of your included targeted keyword, “drawing pencils,” this click will cost you money without presenting you with a viable lead that’s ready to purchase.

By creating a negative keyword list, you can prevent your PPC ads from showing up when those words are used in queries along with your targeted keywords. This grants you to superior manage, analyze, and track the success of your campaigns.

Creating Your PPC Ads

Each one of your categories or groups should have a least two or more ads that rotate. Creating multiple ads for every group offers you the opportunity for ad testing. By testing ads against each other, you can improve the performance of all of your ads. Make sure your ads attract the attention of your targeted audience while persuading them to click to your website.

Expansion

Always be on the lookout for new ways to expand your pay per click campaigns through using new keywords or by creating phrases with modifiers or synonyms. For instance, “drawing pencils” may become “cheap art pencils.” In addition, consider brand names as many searchers look for particular brands. For instance, instead of only using “drawing pencils,” think about adding in a brand by including “Design pencils,” or even targeting it further to “Design 2B pencils” or “Design charcoal pencils.”

These are only the basics of designing a PPC campaign. Successful pay per click advertising is involved and requires constant testing, tracking, and reworking. When left neglected, your ads will suffer low clickthrough rates and rising bids in addition to you losing your top spot to the competition.

Regardless of whether you run your on the web business from Miami, Dallas, or Chicago, pay per click requires constant dedication and expertise. This is why many on the web businesses opt for the talents of an experienced PPC company.

About the Author

Aaron Wittersheim writes informative articles for Whoast, a Chicago pay per click agency. They help clients increase their sales and improve their ROI through results-driven PPC. Chicago serves as their headquarters, but they serve clients nationwide.

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