How to Plan and Create Your PPC Campaign

19th June 2018

Creating a PPC campaign for your online business is one of the most successful ways of giving your business an edge in the marketplace.

Whilst organic traffic will build slowly as the page is correctly indexed, PPC initially gives you a shortcut to prominence by paying for your traffic, whilst once organic traffic levels have stabilised it presents an opportunity to boost your presence in the SERPS and confirm to your visitors that you are a premium source for your product.


How to plan your PPC campaign

PPC campaigns need planning.  We would suggest that you treat your PPC and organic campaigns as a holistic whole. The main keywords you are seeking for both should ideally be the same.  The reasoning behind this is that PPC performs better when the page the ad is directed to includes the same keywords as the advertisement.

By aligning PPC and Organic keywords as far as possible we are also able to take an overview of the performance of both traffic sources on a more granular level.


How to create the right PPC architecture

PPC can become scary if you do not have the infrastructure in place to deal with what you are creating. PPC in any business typically starts off with a few small keywords and grows as more products are added to the campaign.  There is no hard and fast way of cataloguing this, but you do need to find a structure.  We would typically suggest breaking your campaign down in the following categories.  Let’s take a car retailer as an example:

  • Own Brand Terms (Dave’s Garage, etc)
  • Generic terms (buy a car etc.)
  • Supplier Brand (Ford, Vauxhall)
  • Models ( Long-term keywords such as Focus or Astra)
  • New Season models (special editions etc.) These should be kept separate from the model section as they are not likely to be available in the long term and the ads will need to be switched off


How to find your PPC keywords

Finding your keywords is an area where you should never skimp.  It’s also not such a straightforward process as finding the keyword with the highest volume.  You should also consider

  • PPC Traffic Costs
  • Competition from other retailers
  • Use of words in your target region (i.e. US vs British English)
  • Use of words in your target age group – occasionally people of different ages use words differently.

If you take account of these elements you are bound to come up with a great campaign, that hits your targets at a low cost.

One of the most simple tools for discovering keywords is built directly into Google AdWords.  The keyword tool gives a great overview of what words are being searched for and the relative costs. If you apply logic and common sense to the data, you can build your keywords at a relatively low cost.

To use Google AdWords Keyword tool requires an operational AdWords account that is currently able to bid on traffic.  If you are still in the building out stages of your campaign then we would suggest a small ad campaign based on your keyword as the starting point to enable you to use the system.


The uses for negative keywords in PPC

Sometimes, words have multiple meanings and you would want to make sure that you are not triggering your ads for these additional meanings that do not line up with your products.  This is where negative keywords come in.  They can also be used to stop you paying for searches that do not produce sales, such as people looking for jobs at your company.

We would suggest that in the short term, you pay close attention to your search keyword terms and aggressively challenge any that are not of the right type.  You will find that as the account ages, your need to add negative keywords will diminish, as long as there is not a major change in the way a word is used by a section of the population.


Regional and demographic targeting in a PPC campaign

We all know that certain products do not sell in all demographics and areas that have an interest in them.  For instance, to take our fictitious garage as an example, high-end cars are unlikely to sell well in low-income areas, even though many people may visit your site to enjoy dreaming of owning such a vehicle.

Likewise, demographic targeting can be used for similar purposes.  There is little chance of selling the high-end car to someone under 21 who are likely to be in college or university and on a limited budget.

These kinds of targeting are virtually limitless in their implementations, and there is a huge range of targeting, both positive and negative to use in your PPC campaigns.


Analysis of cost-effectiveness and the need to gain a return on investment from your PPC advertising.

The most important part of building a PPC campaign comes at the end. At DOM Marketing we specialise in creating PPC campaigns that not only create a low cost of sale but also ensure that the sale is profitable and maximising your return on investment. Our granular method for setting up PPC allows you to drill down into the detail and see not just the return on investment at the account level, but also on category and product level, making it easy to see where the PPC campaign can be improved.

DOM Marketing is a Google Premier Partner PPC agency.  We are always happy to take a look at accounts and give you an honest appraisal of the work that has been carried out.  If you feel that DOM Marketing has services you would like to use, feel free to get in touch.