What Should I Spend?
This is probably one of the top question that I get as a PPC manager on a daily basis. Google advertising is such a black hole for most people and they have no clue what to even expect. Everyone thinks that their company is going to blow up overnight as soon as they flip the switch to PPC advertising. While I have seen overnight success for a few companies, unfortunately it is usually not that easy. When starting out an adwords campaign I usually recommend that you spend at least $100 a day. If you want a strong chance of turning a positive ROI then you need to fully commit and use a budget that will provide actionable data and conversions. Too often companies provide small advertising budgets and expect to make a crazy return on their investment. When these companies don’t see the returns they dreamed about, then who gets the blame? It is not the penny pincher who wanted to achieve big returns on a shoestring budget. Having a small budget can be like having a flame, but not putting any wood on it to let it grow.
How Do I Build a Campaign?
My general rule when it comes to building campaigns is that you usually can not have too many campaigns, however there is a balance because each campaign will have to be allocated its own budget. This is a good idea to have different campaigns for each search, display, and remarketing because each type of marketing behaves differently. Campaigns also come in handy when you have business with different locations and multiple products in order to keep things separate and to be able to adequately track everything.
How do I Build an Adgroup?
If you know anything about Google, then you know that Google rewards relevant content. Best practice when creating adgroups is to group them in tight themes. You will want to do this so that you can also create the most relevant ads for each adgroups. This will allow you to get great quality scores which will reward you with better placement and cheaper clicks. It is also great practice to always have 3 different types of ads showing in each adgroup.
Once you have created your keywords list and with an adequate budget you will be able to run your ads and look at the data to see what keywords are working and what keywords are wasting your money. This is why you need a bigger budget so that you acquire enough data to have actionable data. With all this data you will be able to identify exactly what keywords are worth paying for to maximize ROI.
What About Bid Management?
I believe that to be able to get a decent ROI, your ads have to be placed in the first 1-3 positions. I like to target the second and third position personally. I do not like to pay a premium for the first position. In order to achieve these results I am a big fan of setting up certain bidding automations to cut down on the busy work of managing adwords.
Always Be Testing (ABT). These are words to live by as a marketer. Adwords requires constant testing to be able to tweaks things to keep getting better and better. You could always be testing different ad copy, different display ad pictures, different hooks, and so forth. This is the fun and the frustration with marketing because it is a never ending process. You must be continuously tweaking.
I have found that Google Adwords can be really complex to be able to turn a profit. It has taken years of experience and many trial and errors. I recommend that when looking to advertise that you trust a professional that does this on a daily basis, so that they can implement all the tips and tricks of the trade.
These are just a few things I have learned over the years. I would love to hear your comments below.