12 Mar Building Blocks of a PPC Account
A Brief Overview of the 5 Core Elements of PPC Advertising Accounts
For those unfamiliar with Pay Per Click advertising, creating and managing an account can have a steep learning curve. Where do you start? While there of plenty of advanced optimization strategies, taking care of the basics will produce the most results.
Here are the 5 core elements at the heart of every PPC account and the role that they play in producing site traffic and leads.
Keywords are the foundation of your PPC account. By including keywords, you are creating an audience of potential website visitors based on their search intent. The more keywords you have, the more potential website visitors you can get.
- You can choose keywords based on search intent. You can choose keywords with action intent (Ex: “find a bankruptcy lawyer”), informational intent (Ex: “what is chapter 7”), or general intent (Ex: “bankruptcy”)
- You can choose match types that are very broad or very narrow. (Ex: “chapter 7” or “how can I file chapter 7 bankruptcy”)
- You can choose negative keywords, or keywords that, when typed, prevent your ads from showing. This protects you from unwanted searches. (Ex: when someone types in “pro bono bankruptcy”, you will not want your ad to show)
You can research keywords that are appropriate for your business goals. Once you have your keyword lists, you have the foundation of your account set up.
2. Ad Groups
Ad groups are simply structural elements that organize your keywords based on themes. Think of them as buckets that you place keywords that are related in. You can organize based on common themes, like “Chapter 7 Rules”, “Nashville Bankruptcy”, etc. The more neatly organized your Ad Groups are, the easier your account is to manage. Also, Google will reward well-structured accounts with cost savings by lowering your cost per click.
Campaigns, like Ad Groups, are structural elements that organize your campaign. However, they are the top-level organizational element. They also store critical settings that determine who sees your ads.
- Campaigns control geo-targeting settings that determine what geographic areas see your ads. You can include or exclude areas based on zip code, city, or custom radius.
- You can choose when you want your ads to show. You can choose what days and even what hours of the day to display ads.
- You can set a budget for the max amount that you want to spend each day.
- You can specify if you want to advertise to people on desktop/laptop computers, tablets, or mobile devices.
Ads are shown when users type in keywords that you are targeting. For example, when someone types in “chapter 7 bankruptcy”, a related ad will show. With ads, you can:
- Create a compelling headline
- Highlight the benefits of your product or service
- Include a call to action, such as “Download our ebook” or “Get a Free Consultation”
- Choose what webpage (landing page) you want the visitor to go to when they click on your ad.
Lastly, bids determine how high up your ads show when a user searches for a keyword. Essentially, Google and Bing create an auction for each keyword and say, “What are you willing to pay for a click (CPC) if we show your ad for this keyword?” Generally speaking, the higher you bid on a keyword, the higher up your ads will show. The higher your ads show, the more clicks you will likely receive. To bid effectively, remember to:
- Analyze your prices to make sure the bid makes sense. (Ex: A $6 bid for a click would not make sense for a pizza restaurant)
- Analyze your site’s conversion rate. The better your site is at turning traffic into leads, the higher you can bid on keywords and remain profitable.
- Determine how much traffic you want. If you want more traffic, increase bids. If you want less, decrease bids.
Once you understand these 5 core elements in PPC accounts, you can begin to develop strategies that bring in website traffic and leads.