Starting a Google Adwords PPC Management Campaign

Hi this is Matt from Kurb Promotions and I’m talking to you today all about getting started with Google Adwords PPC

If you need help setting up developing and maintaining an online google adwords ppc management campaign in this area . . . I provide my services at $500 to develop and launch a highly researched and optimised campaign over a month.

EMAIL: kurbpromo@gmail.com PHONE matt in Auckland, New Zealand: +64 (0)27 684 8250

Using google’s adwords advertising platform is powerful but you need to understand how it works to avoid making mistakes that can become expensive.

Google Adwords is an online advertising platform that serves pay per click adds to Google searches, Gmail and many websites that show their ads online.

That means when another internet user performs a search in your targeted region for your targeted adword “keywords” your ads are displayed here along the right hand side.

Now the reason these ads are called “pay per click” is that because though your ads are shown, it only actually costs you when your ad is CLICKED on and the person visits your selected website or ’sales page’.

So this way, you only pay for people who are actually looking for what you offer, and that’s really effective for targeting people who will buy your stuff.

Now youre going to have to have your credit card ready when you sign up for your adwords account at www.adwords.com it’s easy you just press this start now button and follow the instructions!

Remember - when you first sign up for adwords you only have 14 days to redeem any credits or offers that may be available so make sure you’ve looked into this first. - Have a look by doing a Google search on “adwords vouchers” or “adwords coupons”.

So after verifying your sign up you’ll be ready to start building your first ad campaign.

Each ad campaign is made up of ad groups – these help you track and compare the effectiveness of your ads but more importantly they allow you to get the most effective advertising by creating diverse groups or niches for each of your ad groups.

But seeing your just starting out give the group a name related to your general target, so I’m calling the campaign “online gardening” and the group “online gardening” also.

At the campaign level you decide where your ads will be shown and later, how much to spend. As your business is regional you will want to select your local region so your ad only shows to internet users nearby who’ll actually be able to purchase whatever your products and services.

Now you’re ready to start writing your first ad.

95 Characters - that is 25 characters for your headline and 35 for each line - may not seem like much but you’d be surprised how much information you can squeeze in , and do be creative with your ads is one way you can stand out from the competition.

So what are some ideas for your ad?

Remember, you only pay when your ad is clicked so the idea is that you want to compose your ad so that only the people who are most likely to buy your stuff, click your ad.

Your ad should also include lots of the relevant terms to your niche that people are likely to be looking for if their looking for your service, especially in your headline. This not only attracts people who are looking for exactly what you offer, but it makes your ads more “relevant” to google, which is key to keeping the price of your ad campaigns down.

Posing questions in an ad are a great way to arouse curiosity and is a common ppc marketing technique. Try to think of a persuasive angle that target qualified buyers to visit your site by identifying the concerns

personally, I know that most of my clients are concerned with getting a great deal and great value so I always try to convey that in the ad – what will be the unique angle for your unique product? Well that’s up to you.

So now once you’ve set up your ad and set it to your websites landing page, it’s time to save your ad and choose your keywords. A “keyword” is a word or phrase that you will bid on to have your ad shown when that word or phrase is searched for on Google by someone in your targeted advertising regions. Google makes this easy because you are able to submit basic keywords and have them make suggestions.

But this where you’ve got to be clever and think ahead because as you’ll learn, the secret of succesful and affordable adwords advertising is breaking your subject down into niches and targeting those keywords with different ad groups.

So if we use our example of the gardening business we can break this down into several niches, we started with online gardening, but you can also use other niches such as: organic gardening, vegetable gardening, healthy eating, gardening service, organic vegetables, sustainability, or work from home.

You may think of other great targets our sub topics for your service but the most important thing to note is that for a successful adwords campaign, you will have multiple ad groups targeting each sub niches - and multiple ads in each ad group or focused on that particular sub topic, so you have to get used to the idea that you’ll be making a good 20 ads at least if you want to do well at maintaining a super efficient and therefore super effective campaign.

So with that in mind, when you’re setting up key words for your ads you will choose keywords specific to each niche. For the “online gardening” ad group niche, you might try some terms such as “gardening websites” to see what other terms google knows people are searching for and will suggest you add to your keyword list.

So once you have a good selection of different keyword search phrases for your ad, it’s time to set the budget for your campaign, and this is extremely important if you want to avoid getting burnt because this is where you set your daily budget. If you set your daily budget for your campiagn for $5 p/day, that is the most you will pay in a day.

Then you set your cost-per-click or CPC – the most you’re prepared to bid on a click. Now this can be tricky because there is no way of knowing exactly what the optimum maximum bid should be without testing the market and testing the competition. It is best to start off with a conservative cost-per-click of 50c or under and watch carefully over a week how your campiag n goes.

How do you know if you’re spending too little on clicks? That’s easy. You’ll get very little impressions and the number for the “position” of your ad will be very high, if it’a above 6 then it’s will be underneath at least 5 other ads and very unlikely to be clicked.

On the other hand, you know you’re spending too much if your budget is exhausted and your ad stops showing before the day is over, or your ads average position will be very low – 1 or 2 – that is a sure sign you are outbidding your competitors and paying more than they would for that click – not always a bad thing – IF you’ve got deep pockets.

But remember – the price of your clicks is more influenced by perceived relevance than by competition, one advertiser may be paying $1 and another 20c for the same click simply because google perceives their ad, their campaign and their website as more relevant.

If the ad placed for the search term you’re bidding on is perceived by Google as relevant - that is the keywords feature in your ad and the site it links to, you will pay less as a reward for being considered more relevant.

So as I said about building groups for niches: if you’re targeting “gardening”, when it comes to set up your ad, devote a whole group to the word “gardening”, by calling the group “gardening”, and make sure the word appears in your numerous ad variations and frequently on the site it links to.

Similarly, if you’re targeting “organics”, create a group called “organics” to target that term, make sure each ad uses the word “organics”, and that you have as many different ad variations as possible.

In ppc marketing it is unacceptable to have only one variation of ad in your ad group.

Remember Google wants to reward you for more relevant ads. If it can’t judge whether one ad is more relevant than the other and neither can you, you won’t be rewarded either way with cheaper or more effective ads.

most importantly, you are aiming for a high “click through rate”.

Having a high “CTR” is the single most determining factor on whether google thinks your ad is relevant – because people click on it, and google gets paid. So in a way, the more people click on your ads, the less you will actually pay for the click.

So watch your “click through percentage”, an average ad should reach 1% at least, a good ad should reach 2%. Reach 3% click through rate and you’re already doing great.

So you’ve set up a campaign, targeting regions and setting your spending limits; You’ve established the first of several niche ad groups in that campaign, and the first ad variation in the ad group; and you’ve selected a set of relevant key phrases for each ad group.

your campaign is set to go, and you’ve learnt how to set up an ad group, set keywords and create new ad variations. But the hard work has just begun because now you will have to repeat this - multiple ad group setups and multiple ad variation set ups for each ad group in order to build a strong campaign.

This is because the more groups you have targeting individual keyword terms and the more variations of ads you have, the more you increase your chances of getting lower click prices through increased relevance.

So you can see the secret of successful and highly profitable Google Adwords ppc is breaking down your niche into tiny hyper targeted sub niches and niches within niches.

Now this is just a basic guide we put together. If you’d like to learn more about PPC adwords.

Thanks, and from me Matt Turner from Kurb Promotions, Auckland New Zealand, all the best with your google adwords campaign, belive me, it is powerful, just be careful, make sure you understand what I’ve said and most importantly . . . good luck!