How to run a PPC Campaign – Part 2

This is a continuation of our series on how to run a PPC Campaign.

Identify Keywords

Your initial client assessment coupled with feedback from the client will make this step in identifying keywords for your PPC campaign a breeze. Identify your main service areas and ask the client on what service areas she would like to focus.

You will usually get this information off the services page. Some clients might not be interested in targeting all the services they offer via the PPC Adwords Campaign. That is why it is a great idea to ask the client what service areas he wants to target.

Now that we have a fair idea of the service areas, it is time to use the Google Adwords Keyword Tool or PPC Keyword Generator tool to pull up some keywords. The easiest way to do this would be to enter your primary keywords into the Google Adwords Keyword Tool and drill down to specific ones.

Keywords, Google Keyword Tool—Sean MacEntee (Flickr.com)

The best part is that Google Adwords Keywords Tool will suggest adgroups, so that you can easily pinpoint major adgroups you would want to target for your Adwords campaign.

Split Keywords into AdGroups. Try and limit the number of keywords in each ad group. Keep the keywords as focused as possible within an adgroup. If the keywords within an adgroup are tight and focused then we will be able to write targeted ads. The more targeted the ad copy the better the QS or Quality Score.

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