• Home
  • Why a Website?
  • What Is SEO?
    • Social Media
      • Social Audit
  • What is PPC?
  • Tools
    • Referrals
  • Blog
  • Contact
    • About AVB
    • Podcasts & Guest Spots
    • Schedule w/ Me
    • Testimonials
      • Leave a Testimonial

A Visual Business

You are here: Home / blog / Did you Pay for that Click? Part 2

Did you Pay for that Click? Part 2

in blog, pay per click advertising, small business owners on 03/12/14

paid advertising, online advertising, ppcSo, as promised, in this blog, I wanted to cover some helpful tips to look for when reviewing or creating your paid campaign on Google so that it can truly benefit your business.  I opted against a step by step on setting up because that could go on for days so I decided to touch on some of the issues that I see in campaigns that come to me, after it was set up.  Besides, chances are most people reading this will fall in the “I’ll pay someone to do it” or the “DIYer” category.  So those DIYers need this part more than the basic set up as they are savvy enough to follow the set up prompts, right?

Now remember, this is not one of those things that you can just set up and walk away from and any well run campaign will take a lot of massaging for at least the first few months then less as you fine tune it.  What you will find out from it will help you with other parts of your marketing efforts as well.  You will be able to tell what kind of people are clicking on your ads, where they are coming from, which keywords are clicked on, which keywords are more popular and the like – don’t you think that could be useful?

Setting up your campaign right, the first time, will save a LOT of headache trying to rework it and we all know what it is like redoing something that wasn’t well oiled in the first place, so we can all benefit from that.  Here are a few things to consider when setting up your campaign.  Some of these are more basic in nature and some are a little more advanced.  This way, you are sure to gain a few nuggets that will help your campaigns out:

  • Start with the search network only then work your way out to display network and further fine tuning. Remember that you usually start more general and as you test you are able to refine and get more specific and hopefully better click through at a lower average cost per click.
  • You may want to consider setting up several campaigns based on the types of products and services you provide.
    • Consider you have 5 products and all are on the same campaign; but one is selling better than others and thus eating up all of your budget; having a separate campaign will enable you to set a daily and monthly budget for each of those products and services allowing for the other (not top product) to spend and see click through.
    • This also gives you the ability to massage each campaign independently as opposed to the top clicked product.
  • Use the display URL to customize your URL to help show the consumer that you are directing them to a specific landing page that is about their search. Remember there is a character limitation here also so you may want to play with it a little.
    • (For example – a website about business coaching – the actual URL that the consumer will be directed to will be http://www.key-dynamics.com/life-coaching-0/ however the display URL (that the consumer will see) might be Key-Dynamics.com/LifeCoach (I was within the character limits and had 9 more characters.)
    • On that same note, be sure you direct the consumer to the landing page that relates to the keywords – preferably not the home page so the keywords for that URL above would be ‘life coach’, ‘business life coach’, ‘personal life coach’, ‘coach for life’ or the like.
  • Keep an eye on the quality score – it is usually an indication on the quality of your ad, your keywords, your landing page and your bids. If they are low, you should be revising your campaign.
    • One such revision on a low quality score keyword would be to move it or create another ad group with those keywords in the ads and/or a better landing page that relates specifically about that keyword.
  • Run two ads for every ad group. Watch these two ads and after a set amount of time (depends on the amount of click thru) pause the weaker one and create another one.  Don’t you always want the best ads out there? If you have an ad that isn’t being well received, try another one. The idea is to constantly be improving your campaigns for better and better click through.

I could go on and on with the different things (search query reports, times of day or week, reviewing data, changing bids and etc) that needs to be done on a paid campaign, but those should get your juices flowing and hopefully your brain thinking differently. Based on some of the comments on the Part 1 of this blog topic, many of you have spent too much money on a campaign most likely because you were running it blind. Others may be gun shy because you have heard the horror stories of paid campaigns.  You can easily throw money away if you don’t know what you are doing.  However, a properly set up paid campaign WILL drive traffic to your website. It will be up to your website to keep them there with good information, easy to follow navigation and the like, but it will drive traffic if you take the time to plan and set it up properly.

If this still isn’t your thing but I have given you that interest to get out there, let me know and I would love to help set up and run your PPC campaign.  It can be very valuable to your business and I love to help businesses grow!   Contact me and let me know how I can help.

Please let me know what was the most valuable nugget of information you took from this post, I’d love to hear!

~Kristen

16 Comments

About Kristen Day

Kristen is a small business owner and thus dedicated to other small business owners by helping them improve their online presence with having a professional and mobile responsive website, then implementing search engine optimization and pay per click advertising all of which are necessary 'evils' in the digital marketing sphere but enables small business owners the opportunity to compete with larger companies. When not in the digital arena, you can find her hanging with her girlfriends, husband, drinking a margarita or shooting competition (not in that order).

Subscribe for Your Free Report!

10 INSANELY Easy SEO Tips YOU Can Do Right Now

« Did you Pay for that Click? Part 1
Who’s your networking dentist? »

Comments

  1. Michael Kawula says

    03/12/2014 at 10:46 AM

    Great tips 🙂

    Reply
  2. Nicole Guillaume says

    03/12/2014 at 11:15 AM

    Setting up multiple campaigns to see which one does best is a great idea. Sometimes, the one you think is best ends up performing the worst. So it’s good to have other options out there. Plus, it shows you what your clients and prospects will respond too.

    Reply
  3. Heather says

    03/12/2014 at 11:35 AM

    I’ve had the nightmares in the past with PPC campaigns until I got a better handle on them. Yes, in some cases you DO need to pay to play, but it can really work out in your favor. These are really great tips on how to get going. Like you said, that keyword research can really make a difference in the activity that you get. Gotta say the right thing for people to click it!

    Reply
    • Kristen Wilson says

      03/13/2014 at 9:27 AM

      Nightmares huh? That’s sad Heather! lol But glad you got better at them. Glad you liked the tips!

      Reply
  4. Jackie Harder says

    03/12/2014 at 12:03 PM

    Wow…thanks for the shout-out, Kristen! I’m so glad to have you at my side…and covering my back. Highly recommend you to anyone who is interested in taking their business to the next level.

    Reply
  5. Melissa Michel says

    03/12/2014 at 1:44 PM

    Great information, Kristen! I don’t have a lot of experience with campaigns, but between your two part series, I have learned a lot! Will definitely be back to review again once I’m ready! Thanks!

    Reply
    • Kristen Wilson says

      03/13/2014 at 9:27 AM

      So glad you have learned a lot Melissa.. and thanks for sharing! Let me know if you need help.

      Reply
  6. Beth Niebuhr says

    03/12/2014 at 3:04 PM

    Thanks for your series. You’ve covered a bunch of things, written in an easy to understand way. Makes it seem more approachable.

    Reply
    • Kristen Wilson says

      03/13/2014 at 9:28 AM

      So glad you found it easy to follow and understand! Thanks!

      Reply
  7. Rebecca Thompson says

    03/12/2014 at 5:55 PM

    Great stuff!

    Reply
  8. Patricia says

    03/12/2014 at 6:27 PM

    Great tips! thanks for sharing! 🙂

    Reply
  9. Crystal Peteson says

    03/12/2014 at 11:08 PM

    You’ve outlined some great tips and information here Kristen that we can refer to if we decide to utilize PPC campaigns. Great series, thanks for sharing!

    Reply
  10. Edmund S. Lee says

    03/13/2014 at 3:52 PM

    Great tip in terms of setting up several different campaigns to test which is working better. Smart.

    Reply
    • Kristen Wilson says

      03/16/2014 at 1:08 PM

      Thanks… it is definitely a great way to do A/B testing. 😉

      Reply
  11. Clive Maloney says

    03/16/2014 at 4:46 AM

    Thanks for sharing some easy to follow tips that can help with PPC. I really like your suggestion about running 2 ads to see which is more popular.

    Reply
  12. Christy Lee says

    03/19/2014 at 2:43 AM

    Great information thank you for this.

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Search My Site

AVB Blog Categories

Managed Hosting for your WordPress Website

Siteground Hosting

Back Up your Business Data

Back Blaze backups

Spam Blocking Plugin

Block website spam with this easy plugin

4 FREE SEO TIPS YOU CAN DO

Get 4 Easy Peasy SEO Tips you can do right now!

Buy SEO Title & Meta Description eBook

Learn how to optimize your SEO Title & Meta Description

Join My Mailing List!

Get updates on SEO, PPC, website readability and small business in our monthly email! (double opt in so look for the email)

Don't forget to look for the confirmation email to double opt in for my email list.

Email Marketing

SendInBlue Email Marketing

More Email Marketing

MailerLite Email Marketing

NASE Mbr Directory

Find me on NextBizThing, the directory for NASE members

Known for SEO

Top Seo Agency in League City

Known for PPC Advertising

Top Pay-Per-Click (PPC) Agency in League City

Learn About My Other Business

WTF Kristen

Follow AVB!

A Visual Business on FacebookFollow Kristen on TwitterFollow AVB on Pinterest
Connect with Kristen on Linked In Follow AVB on Instagram

Managed Hosting for your WordPress Website

Create Images Quickly & Easily w/ Get Stencil

Get Stencil

Stock Photo Subscription Service

Depositphotos

Learn About My Other Business

Copyright © 2023 · A Visual Business