AdWords Management: How to Run a Successful Campaign

Although running a PPC campaign may seem fairly straightforward, there are many elements and intricacies to consider. Driving new traffic to your website can be quite simple; set up some PPC ads in Google AdWords and watch your traffic increase. However, traffic alone doesn’t make a successful campaign, and it can end up becoming an expensive undertaking. Correct AdWords management makes all the difference between effective and an ineffective PPC activity.

This article will examine the essential elements of creating a successful AdWords program. It will cover the basics that you need to consider before your activity goes live, as well as steps you need to take once it does so. This includes the doing necessary research, correctly grouping ads, and creating content to support them. It also includes close analysis and refinement, as well as filtering out illegitimate traffic. We’ll also discuss why TEA Software can help with your AdWords management.

AdWords Management: Keyword Research

The most important aspect of your AdWords activity will be your keyword research. Although it seems reasonably intuitive, there is a lot that you need to account for. Not only do you need to know your customers and demographics, you need to be able to target words and phrases that will attract potential customers. Bear in mind that you’ll be paying for each click on an advertisement, so it’s more than worth getting this right.

Focus on brainstorming words that are associated with your business, and use some keyword research tools to find out details such as search volume, cost per click, and opportunity. Compare competitor sites in order to find out what kinds of words and themes they target. Try not to be too vague or generic with your keywords. For example, if you sell upmarket men’s shoes, ‘men’s shoes’ is far too generic and competitive. Although it will get high visibility, you will still be getting a lot of views from people looking for cheap men’s shoes, not the customers you want to target. Instead, try ‘men’s designer shoes’. This narrows your scope, but increases the chance you’ll attract some relevant traffic.

AdWords Management: Keyword Grouping

Once you’ve finished your keyword research, you should hopefully have an extensive list of relevant keywords. This in itself isn’t going to make your PPC activity successful. You first need to group these keywords into related topics. Creating these organized groups can really benefit your AdWords campaigns. Not only is it easier for you to manage and analyze, it also brings some tangible benefits to your PPC.

To start with, having relevant keyword groups can help improve your Quality Score. This is a metric that Google assigns to accounts in order to determine how relevant your account is. The better your quality score, the better rates you get for PPC campaigns. It also makes it easier to plan and manage your activity. When you create text ads and landing pages (as we’ll see below) you can have a more focused approach. These factors all contribute towards the cost-effectiveness of your campaigns.

AdWords Management: Ad Text

Once you’ve grouped together your collections of keywords, you’ll need to start crafting some copy for you ads. Your aim here is to increase your click-through rate, or CTR, by having engaging and enticing ad text. A good CTR will not only give you a better ROI, but it will also contribute towards your Quality Score, ad ranking, and cost per click. Because you have a relatively small space in which to write, your ad copy has to be well thought out. It should highlight the features of your business, the benefits of choosing the page, and a call to action. Customers and potential customers are motivated by solving problems, so you need to convey the fact that you are the one who can solve their problems. You want to encourage users to click on your ad above your competitors’.

AdWords Management: Landing Pages

If your ad copy is good enough and convincing enough to encourage users to click on it, the first page they reach, known as the landing page, needs to be just as appealing. For many potential customers, it will be the first page of your website they ever see. It needs to follow the same theme as your PPC keyword groups do, quite likely tying together various topics with compelling, keyword-rich content. You really need to sell your business and its benefits on this page, giving users of your website some incentive to further interact with you. Elements such as a form and a call to action are examples of ways to get this interaction.

The main thing you need to consider is providing content that will engage customers. A high bounce rate is indicative of a page that isn’t related to the keyword or ad that has been clicked on. It can negatively impact your Quality Score, and in turn diminish your ROI and increase your cost per click.

AdWords Management: Analyze and Improve

All of the preparation, research, and careful planning can be undone if you don’t carefully analyze your data. Analytics is the key to running a successful PPC campaign, and should be the cornerstone of your AdWords Management. You should assess the performance of your AdWords activity on a daily basis, making necessary adjustments and refining your keywords, ad text, and landing pages as necessary.

One of the most important things to be aware of is the quality of your traffic. Newcomers to PPC are often not aware of the term clickfraud. This refers to when either competitors or automated botnets send traffic through your PPC ads that has no chance of converting. Illegitimate traffic such as this will cost you considerably. It can see your ad spend increase, without delivering any benefits, and can also mean that your bonce rate and exit rate increases. Keeping on top of this fraudulent activity can be a difficult task, but it’s essential that you hold Google accountable for any unnecessary spend.

AdWords Management: TEA Software

TEA Software is our own powerful solution to effect AdWords management. It’s the culmination of our many years of experience in both online and PPC advertising. TEA stands for Thread and Engagement Analytics, and there are some significant features that can help you make the most of your online advertising activity. Below we’ve outlined some of the key features of TEA, and how it can help you deliver a successful PPC campaign:

Guaranteed Results in 30 Days

We’re so connived of the power of TEA that we offer a 30-day money back guarantee. If you don’t see improvements in your AdWords results within 30 days, we’ll refund you for that time period. Our automated bidding AI is incredibly powerful, and we have a lot of faith in its abilities.

Automated Clickfraud Protection

The main appeal of our software is the way it can automatically detect and block clickfraud. Human users underreact with websites very differently than automated bots do. If you looked at comparative heatmaps, you’d be able to spot the difference immediately. Our AI can do this too, and will flag fraudulent traffic. Not only will it flag IP as spam and block them from accessing your site in future, it will also create a report of these incidents. You can then send this report to Google to claim a refund for any ad money spent on these clicks.

Detailed Marketing Analytics

As we mentioned previously, one of the most important aspects of running a successful AdWords campaign is analyzing your data and knowing your customers. Our advanced analytics tools can give you a detailed insight into how customers are interacting with your ads. TEA will give you data on aspects such as first touch, last touch, linear exposure, ad position, and time decay, to give you a clear indication of how different ads are performing. From this data our software will then identify trends amongst your customers, giving you actionable improvements to improve your site’s key metrics. You can find out where customers click, where they drop off, and what your true conversion rate is. Finally, it can identify genuine traffic sources in order to more accurately redirect your remarketing campaigns to real customers.

Start a Successful AdWords Campaign Today

Choosing TEA Software to assist with your AdWords management can help you make the most of your PPC campaigns. Our advanced features mean that it’s possible to optimize your advertising to produce the best possible results, as well as gain valuable insight into how customers interact with your site. You will hopefully see an increase in your ROI, find out your true conversion rate, and prevent costly clickfraud. Contact us today to find out more and read why eCommerce platform such as Shopping Cart Elite use our tools as part of their offering.