Thomas Coppen

PPC Newcomers 7 Useful Tips

Here Are 7 Useful Tips That All PPC Newcomers Should Consider Before Starting Their Google Adwords Journey

(1) Conversion Goals

Before setting up a PPC campaign, all PPC newcomers will need to have their conversion goals clearly established in their mind.

This is whether you want visitors completing lead capture forms, subscribing to a newsletter or completing an online purchase.

Having these goals embedded in your mind from the start will allow you to create specific ad copies & select relevant keywords for your ad campaign.

(2) Detailed Keyword Research

This can be (very) time consuming, however it is a crucial part of building a successful PPC campaign.

Depending on your conversion goals, you should always be looking to target conversion keywords and actively trying to avoid generic keywords.

(3) Quality Score

This is often overlooked but is essential for a PPC newcomer.

The Quality Score of an ad is determined by the following factors:

  • Expected click-through rate (CTR)
  • Ad relevance
  • Landing page experience

A good Quality Score is a score greater than 6/10.

The great thing about Quality Score is that if an ad has the largest bid to show for that keyword, does not necessarily mean it is going to be in better position on the search page because it may have a very poor Quality Score.

If you are still unsure about how Quality Score is measured or would like to know how to find each score, just click Here

(4) PPC Budget

Start your focus on cost per acquisition (CPA) when thinking of a PPC budget.

Ideally past data would be available to determine how many conversions and what your CPA was in the previous months.

If you have a CPA greater than your return on investment (ROI) then bids will need to be adjusted.

For Example;

If you are selling a Chair that nets your business a £20 profit and you anticipate converting 1 out of every 10 visitors, then even at a £1 cost per click it will still result in a 100% ROI.  


(5) A Gripping Ad Copy

Hope you PPC Newcomers have a creative side because it’s ad writing time!

When writing a compelling ad copy you should remember that you are competing with other businesses, so grabbing the consumer’s attention is paramount.

Your Unique Selling Proposition (USP) should always be included within your ad copy!

Moreover, the keyword that they had searched for should always appear in the headline of the ad copy to ensure a good Quality score because it improves ad relevance.

For Example,

Someone searches for ‘Fall Boot Sale’ and the ad that appears has the keyword in the headline and also it promotes it’s USP ‘Boots 25% Off’ in the description.

Also it could be said that ‘Free Shipping’ is another USP.

(6) Landing Pages

The landing page is the page the visitor is directed to once they have clicked on your ad.

So when a search is made for a particular item or brand the URL that is linked to the ad copy, when clicked, should lead them directly to what they were interested in and will (more than likely) result in a conversion.

Visitors should never be directed to an unrelated page or just the generic homepage because this rarely results in a conversion and greatly affects Quality Score.

Very Important for PPC Newcomers, especially when you’ve done all the hard work to get them to click on your ad and then you direct them to the wrong place.

(7) Test & Optimize

Last, but by no means least, test and optimise your ad campaigns.

PPC advertising (unfortunately) requires constant testing and adjusting to produce the best results possible, whilst saving you a large amount of budget which is usually lost due to erroneous traffic.

One way to stop this unwanted traffic is to include negative keywords.

Making daily adjustments will ensure the best results, so make sure you keep on top of your campaigns otherwise all the leads you worked hard for will start to drop off or you could waste a considerable amount of money.

Hope this helps to turn all you PPC Newcomers into PPC Pros!

Thomas Coppen

5 Questions to ask your AdWords agency

Google recently celebrated the 15th birthday of AdWords – the world’s most popular paid search platform. Upon launch there were only 350 registered users, but today there are over one million AdWords marketers enjoying the Pay Per Click boom.

Most brands outsource their AdWords management to specialist companies, but with so many PPC managers competing for business, it can be difficult to find the best one.

To give you some guidance, we’ve listed five essential questions to ask any AdWords agency.

1. How regularly do you update accounts?

Unfortunately, it’s common for many PPC marketers to conduct a flurry of activity in the early days of a campaign – impressing clients with their commitment to the cause – only to switch to using automated tools once initial success has been seen.

This approach means that clients lose out, because AdWords is a constantly evolving marketplace that needs constant attention. You’ll only guarantee the best value for money by manually bidding on keywords and adjusting accounts every day of the working week.

By checking your account history, you can monitor how regularly AdWords managers are updating things. At Keel Over, we’re proud to be the only PPC management company in the UK to manually update all accounts on a daily basis, generating the best possible ROI for all clients.

2. What testing is applied to ensure best results?

Trial and error is often the best way to see what works, and Split Testing is central to successful PPC strategies. It allows you to run different variations of the same ad, providing a clear insight into the best approach, and individual elements can be tweaked to ensure continual improvement.

On a similar note to the point above, ask your PPC agency what their testing methodology is and how often they review results.

3. Are you a registered Google Partner?

Google partners

A surprising number of agencies that claim official Google Partner status are somewhat bending the truth. The badge may be displayed on their site, giving an air of authority, but looks can be deceiving and it’s important to dig deeper.

Thankfully, claims can be verified by searching for a company’s Google Partner page, giving a detailed overview of their certifications and services. If they’re not listed, it could be time to look elsewhere.

Becoming a registered Google Partner is something that every AdWords advertising agency should strive for; it shows that you follow best practice guidelines, have a portfolio of happy customers and are trusted by Google. However, in order to qualify, minimum spend requirements must be met, which is something that smaller PPC marketers will struggle with, no matter what they might claim.

4. Will my account manager be a native speaker?

If your ads are written in English, It’s vitally important that the person creating them holds it as their first language. If the sentence structure is poor, you’ll be punished with a low Quality Score and will miss out on sales.

You only have 70 characters with which to make an impact in your body text, but stuffing keywords in with little regard for proper grammar is a surefire recipe for disaster.

5. What do your reports look like?

Clear, jargon-free reporting is essential if you want to get to grips with AdWords. The terminology can be confusing and some agencies will try to wow you with stats on impressions, rankings and clicks etc. but, ultimately, the main thing to focus on is your ROI, and a good agency will always have that at the forefront of their mind.

One of the clearest ways of measuring PPC success is to show it context with your overall web traffic, so most agencies will link AdWords with your Google Analytics account.

The best ones will be flexible in reporting on your chosen cycle.

The world of Pay Per Click has seen exceptional growth over the past twelve months, and the trend looks set to continue in 2016. To discuss your AdWords campaign management, please contact us for a free consultation.