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Starting this month, I’ll be writing a series of articles on how to create and manage successful pay per click campaigns for small & medium business owners in a step by step fashion. Each article will cover one single area (step) of creating PPC campaigns from scratch. Later in the series, I’ll start talking about how to manage and optimize the campaigns once everything is created and has been running smoothly for a while.

As the title of the series suggests, this is a self-help guide for business owners. At … Continue Reading » Business Owners’ Self-Help Guide to Successful PPC Campaigns

Following are the most basic and proven best practices you can use to effectively manage your AdWords PPC campaigns and generate results.

AdWords campaign objectives

The most important component of all successful PPC campaigns is to know clearly the objective/s of the AdWords campaigns. Well defined campaign objectives help measure how effectively the campaigns are being managed and enables advertiser to take necessary actions if required.

Example: You have an e-commerce website and want to sell auto parts online.

Objective: Sell online to buyers, increase sales, revenues and profits.

The above … Continue Reading » Proven AdWords Best Practices to Optimize PPC Campaigns

One of the reports available through AdWords is the search term report. The report helps advertisers find the actual search terms which triggered the broad/phrase match keywords present in your account. Advertisers can chose to add the actual search terms to existing ad groups, if they are relevant. If they are not, you can add them as negative keyword.

AdWords recently updated the report to also show search terms for which you ads were displayed but didn’t generate clicks:

Despite how much I think adCenter sucks, I have to accept the fact that the Microsoft-Yahoo alliance now do occupy a rather huge percentage of the paid search market (approx 20% is the latest estimate if memory serves me right). Therefore, it would be unwise to overlook adCenter’s potential simply because it’s a pain in the rear-end to work and navigate with its interface.

So, today I’m going to talk about how to import AdWords campaigns into adCenter, since most advertisers … Continue Reading » How to Import AdWords Campaigns into adCenter

Google Adwords shows your ads more often in a geographic region based on the CTR (historical performance) of the ads in that region. Let’s say your ads had high CTR, when displayed in Vancouver than in Toronto. Google Adwords will display your ads more often in Vancouver than Toronto. So what?

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Problem 1: Adwords doesn’t consider the conversion data when deciding to show your ads in different geographic … Continue Reading » Improve Quality Score and Increase Conversions Using AdWords Geographic Performance Reports

One mistake people usually make once they’ve started their PPC campaigns is they think they can just let the campaigns run by themselves. That kind of people usually ends up failing miserably. One thing to get straight here: PPC is EASY, but you can’t be LAZY. Certain degree of management is always needed when running a PPC campaign.

The market is always changing. Today you might be the only one advertising a particular business on search engines, by next month you might already have five more competitors, … Continue Reading » PPC Management Mistakes to Avoid