Your 6-Step PPC Checklist
Get Started Today With These 6 Tips
1. Save money, pay attention to quality score
Your ad’s ranking is determined by its maximum CPC, multiplied by the ‘Quality Score’. If you have a relevant landing page for your keywords and get high CTRs for the ads, you’ll get a high quality score, which will enable you to rank higher than your competitors with lower bids.
2. Always, ALWAYS be testing!
We recommend having at least 2 ads per ad-group running simultaneously, testing 1 ‘variable’ at a time. This can be a message, a feature, a benefit, a call to action or even a display URL. All these things add up to a high CTR but must be measured individually.
3. Save Money: Cut out the wastage with negative keywords
Negative keywords are terms that you do NOT want to appear under. Get this list right and you’ll save yourself a ton of wasted clicks. Start with some obvious terms and then run a Search Query Performance report to tell you exactly where those clicks are being wasted… and which words to block.
4. Scale It Up: Get more conversions with the Content Network
Google’s Content Network will get you more conversions by placing your ad on relevant sites, allowing you to target those that get you the best results. This isn’t for everyone but tends to work best in defined niches and often produces cheaper clicks.
5. Maximise Your Conversions: Ring-fence your top keywords
Put your top performing keywords in a separate campaign with a separate budget to ensure that other keywords don’t eat up their budget.
6. Improve Your Conversion Rate & Margin: Go for the ‘long tail’
Core search terms such as ‘tennis rackets’ come with high competition, high CPCs and non-commital customers. More niche terms with 3-4 words (eg. ‘kids tennis rackets’) are proven to have a higher conversion rate, a lower cost and carry lower risk. So the secret is to bid on as many cheap ‘niche’ long-tail terms as possible as it is these that will bring down your overall cost per conversion at the same time as providing your campaign with some extra customers.
