Paid Search Specialist – Google Ads

Google Ads Management

I’ve been working as PPC (pay per click) specialist at Bronco since 2007. During this time I have managed, maintained and optimised numerous Google AdWords accounts to run at their best potential within a specific budget. These accounts cover a wide variety of sectors, from small e-commerce sites spending £10 a day to large multinational companies spending thousands a day.

Maintaining relevant, well-structured campaigns and focused ad groups with high CTR (click through rate) is one of the primary keys to ensure high keyword quality score, along with a good landing page and user experience. Which in turn results in higher or similar ad position for a lower CPC (cost per click.)

Google AdWords Search Campaign Creation

As well as managing previously set up accounts, I also build well-structured and targeted campaigns from scratch. After understanding the specific client needs and completing background research into the target sector, I can then begin the process of creating the account structure.

Here are some basic tips and pointers you should consider when setting up a new search based campaign.

Keyword Research and Creation

Using the Google keyword tool to build your keyword list is an excellent place to start, this has various options to help you filter and streamline your target keywords. Remember to make a note of all the words you exclude from the list, these will be a valuable as negative keywords if you decide to utilise the broad and phrase matching keyword modifiers.

The three main keyword modifiers:

Broad match

This is basically a widespread catch all modifier bringing in any search phrase that relates slightly in any way to your target keyword. The danger of this is it can and will show your ads for irrelevant searches unless you have a comprehensive negative keyword list. This is mainly used as a test bed to find other possible search terms you can target and convert later with exact match.

Phrase match

This is a much more controllable modifier, only showing your ad for searches that include your keyword within the search phrase. You also need to utilise negative keywords to exclude possible irrelevant searches triggering your ads.

Exact match

As the name suggests, this will only show your ads for searches that match your keywords exactly. But saying this there is a setting within the campaign setting called “Keyword matching options” which allows you to include plurals, misspellings and other close variants for both exact match and phrase match.

Campaign Creation

When first setting up your account you need to consider which of the Google networks you want to utilise – Google search and search partners and/or the display network. If you’re using both search and display, then create separate campaigns for each.

When setting up your campaign, please make sure you methodically go through each of the campaign settings making sure you fully understand each and then set them your requirements.

If your search campaign targets mobile devices, as well as desktop and you, receive significant mobile traffic, it may be worth duplicating the campaign so you can individually optimise the campaigns for each device. Since Google introduced enhanced campaigns you can no longer specify which devices you want your campaign to target (desktop, tablet & mobile.) Campaigns will automatically target all devices, so there is no need for a duplicate mobile campaign, you now have to set a percentage for a mobiles click that goes off your Maximum Cost Per Click bid.

Ad Groups and Ad Creation

When building your ad groups, you need to figure out how best to break down and group your keywords. Consider the search terms that your keywords will trigger and the content of ads the searcher will see. The ads need to relate specifically to the keywords within the ad group and have high relevance to possible search terms.

Make use of dynamic keyword insertion where relevant, and this basically allows you to insert the keyword that triggered your ad to show within any aspect of your ad content.

Single high traffic keywords with multiple meanings are difficult to maintain a high quality score, try to contain these types of keywords within their own ad group for better control. Use ads that get the message across as clearly as possible to try eradicate irrelevant click troughs.

Landing Page Optimisation

Something that is often overlooked is the landing page, and this is one of the more critical aspects of your campaign. Not only does it count towards quality score, but it’s also where you turn your visits into a conversion. After all your trouble of building the perfect ad campaign and paying for the click, the last thing you want is potential customer bouncing straight back out again due to a poor page experience.

Well optimised target landing pages for each keyword group is a must; use basic on page improvements make use of the URL, title tag, H1, H2’s and original, informative content. The page must relate to the search term and provide a good user experience, but most of all make sure you have a clear call to action.

Create at least one conversion within AdWords and place the scrip on the order/form sent confirmation page, this will prove invaluable to managing your keywords. If the searcher allows cookies, you will be able to see which keywords are driving your site conversions.

Money to Burn

I have come across many poorly set up and managed Google AdWords accounts, which have been happily burning money unchecked. I can’t express enough the need for anyone venturing into setting up the own campaigns with no previous experience, to make sure they at least understand the basics before endeavouring to make their campaigns live.

If you’re completely baffled by PPC marketing or confused by the AdWords interface, then you’re maybe better paying for a PPC management service – someone like myself to manage or at least set up the account for you… in the long run you could save yourself a heap of cash.