Pay per click advertising (Google ads) must have caused more elation and sleepless nights than anything else on the web. The ‘blues’ are as the result of not organising a proper pay per click management strategy.
Researching a market, then generating the right keywords, followed by organising the ads and getting the whole account published onto the world wide web is no small task. Paying for clicks before organising a systematic approach to determine how you should bid can lead to a very large hole being burnt into the credit card !
OK lets assume that your four line ads are now proudly displayed on Google’s search pages, but where should they be in that list to the right of the page and what should you be paying per click ?
What follows is my own way of conducting a ppc campaign and I guenuinly use it on a daily basis. I worked this system out after much trail and error and it makes me money, not that I can guarantee, of course, that it will do the same for you.
To begin with I would have around 150 ad groups in my ppc campaign, there would be one keyword in every group in the three formats available. With two ads, you keep an eye on the ‘click through rate’ of them both so that you can replace the poorest performing one. Your keyword must be the headline of your ad and where it is more than twenty five characters long it will be substituted with a suitable phrase you have ready. I referred to the three versions of the keyword, these are “broad”, [exact] and broad – which has no embellishments.
My opening bid is 2% of the profit I will generate from a sale – what does that mean ? If we assume that a sale gives me a $30 profit then 2% of $30 is 60 cents so that would be my initial bid.-Were I to make $30 a sale then I would open my bidding at 60 cents – two per cent of thirty dollars.
In your adwords account, locate and click on ‘edit campaign settings’. My campaigns are usually targeted at North America, Great Britain, Australia and New Zealand so I select those at the bottom of the ‘campaigns settings’ page. Set your ads on ‘rotate’, turn off the ‘content’ and decide on your daily budget. Think very carefully about what you enter here, don’t max out the credit card, start low !
For ads to appear ‘above the fold’ they need to be in positions 1 to 5 usually, but I advise you not to aim for the top two spots, you will pay less and still get plenty of clicks in 3rd, 4th and 5th place. The techniques I use to get my ads in the right positions and at the right cost will be the subject of my next article.
Making good money by advertising using Google Adwords ads is possible but only with the right per per click management strategy.
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