Written by Chris Barling
Thursday, 30 June 2011 00:00
Google allows you to create campaigns, groups of adverts, define your keywords and create individual advertisements. A campaign consists of one or more ad groups and an ad group consists of one or more keywords and one or more ads. Each ad points to a single page on your site. Bids (bid, maximum amount per month etc) can be set at campaign or ad group level.
Matching rules, which are explained below, can be set for each set of keywords. It’s best to base each Ad Group around a common theme but have less than 15-20 keywords each. Developing many more focused Ad Groups will give better results but is more work. Don’t use the same keywords in different Ad Groups as they compete against each other and it makes the results difficult to understand. Think about whether you wish to advertise on words like ‘compare’, ‘low cost’, ‘cheap’, ‘discount’, ‘discounted’ or whether you wish to exclude searches including them. All of this will become much clearer as you try some actual PPC campaigns.
Download the full version of the free ebook for Selling Successfully Online which includes over 300 top tips.
