PPC - Pay Per Click Management

Ask any PPC account manager about the best way of doing something, and I assure you that 95 percent of the time, what they’ll tell you is that it depends on the situation or your account. The reason they say this is because that’s just the truth.

With that being said, here are a number of the frequent questions that new account managers and digital marketing conference attendees ask.

What’s the number of ads I should have in each ad group?

My answer to this question changes with time. These days, I have come to accept the fact that more can be better, giving the platform the chance to help me choose the one that performs best.

When can an ad test be concluded?

For all search campaigns, it’s typically 1k to 2k impressions or about 200 clicks in the ad group. These thresholds are the ones used to know when to stop, and in some cases, you do not see a clear winner.

What is the best way of deciding the winning ad in a test?

Check the volume of impressions needed to get a conversion. This blends conversion rate and click-through rate.

What’s the number of keywords I need to have in an ad group?

That’s a universal question for all search campaigns. SKAGs can be very common for ensured quality score (QS), while others “farm” out top performers from medium ad groups. Almost all account managers typically strive to keep less than 20 keywords in each ad group.

How can I know if conversion tracking is functioning well?

What I always use to do this are extensions. A chrome extension, Google Tag Assistant, is easy to understand and use.

Does GDN work?

Recently, I’ve come to believe that the Google display network has an excellent impact. Since Google’s focus is now very intent-based, almost all the audience targeting we use is in Display.

What are great tools for keyword research?

Here are some quick ideas; WordTracker, WordStream’s Niche Finder, search term reports, and Google keyword tool.

Do PLAs work?

In the digital marketing strategy of eCommerce businesses, shopping campaigns are very important. You can’t only use them on Bing and Google platforms; you can use them via other ad exchanges and social media.

Should I bid on the brand names of my competitors?

A lot of people are successfully doing this. Quality Score and click-through rate will most likely be low when you use these terms, but if you’re aiming at beating your competitors to it, then it might be excellent. You can safely do this by only focusing on your remarketing lists (people who have visited your website but are still checking around).

Do I need to bid on my brand terms?

The short answer is yes.

Is Quality Score important?

In most cases. The best way of knowing is to check if your QS and the CPA right in your account correlate.

Why is the cost per click on my best keywords continuing to increase?

This is mainly because there’s a reduction in search volume, an increase in competition, or decreasing QS.