Managing PPC campaigns
Friday, October 31st, 2008One of the best things you can do with AdWords is to understand that managing your PPC campaign is a step by step process which each step designed to accomplish a specific objective, and with all steps linked, leading your prospect from the start (where they search for the key terms you’re bidding on) to the end (where they ‘convert’ either into buyers or leads or subscribers). Writing ads, then, is just one step of this process. But before we dive into the specifics, I want to discuss something that is at the heart of any successful Google AdWords campaign:
It is absolutely critical that you break down your main keyword lists into smaller lists that are focused around subtopics. If your ads are not targeted to your keywords (i.e. a generalpurpose ad on insurance showing up for someone who is searching for car insurance) they might not click on your ads. Worse, if your site does not offer a particular type of product (you are targeting custom home theater systems when you don’t offer any customisation), all those clicks will be wasted. And that’s the single biggest problem with most AdWords campaigns -alack of focus. Start off with a basic list, and then expand it into specific subtopic lists as you refine your campaign. One of the ways to do this is the ‘Peel and Stick’ method.
Then, on to writing ads. Focused Keyword Lists “How to Write Ads that Attract Clicks, when I break down AdWords (or keyword research, or SEO, or sales writing basically, any skill) into small steps like this, people instantly find it a lot easier to understand what’s going on.
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