PPC - Pay Per Click Management

We all know that Google AdWords is a tool with thousands of input settings and billions of output results. Almost all digital marketing professionals use it for running ads and earn handsome revenues every day. It all depends on how well you use it and your patience level. Always keep in mind that a properly configured AdWords campaign gives you the most return on investment. On the other hand, AdWords campaigns with errors are always more expensive with no tangible profits.

1. Choose A Good Campaign Type at First

If the advertising campaign does not give the expected result or you are about to start a new advertising campaign, select the right type of AdWords campaigns. Just understand it with the below- described charts:

Types of AdWords Campaigns	End Results you are likely to get.	Our Recommendations
Search Network Campaigns with Display Opt-In	Overcharged clicks, 10% of traffic will come from unknown sources.	Don’t use it.
Search Network Campaigns	You get a lot of search requests and potential business opportunities.	Good to start when you have to promote products and services.
Display Network Only	You may get tangible results.	For experienced persons. Use this when you have to promote products.
Google Shopping	Tangible results	Recommended for online shopping websites. Business organizations can also use it.
Video Ads	Tangible results	For All types of websites.
Universal App Campaigns	Tangible results	Suitable for Mobile Applications.

If possible, Set up 2 separate campaigns in the search and CCM. Focus on the solving the client’s problem as far as possible. Compare metrics and choose the best results to expand your business.

2. Create Ad Groups

To gain the desired success, separate ads, and keywords into groups. For example- one service, one lending, one advertising campaign, and 5 different groups of the target audience. Most SEO professionals add all ads, keywords, and traffic on the main web page of the site hoping that the user himself will figure out each and everything.

Always keep in mind that an attempt to sell everything to all is bound to face the complete fiasco. Most visitors leave the website without making any transaction. You just need to Segment the traffic for individual products, services, and audience. Write ads for each product, select the appropriate keywords, and add them to the ad campaign using the + ad group button. Don’t use more than 20 keywords or phrases in a group.

3. Don’t Ignore the Matching Keywords

You must keep in mind that Each keyword can be assigned one or more match types, which determine which queries should display ads. Broad match keywords give excellent results. If you ignore the match keywords, be ready to lose 75% of the non-target traffic.

AdWords Keyword Match Types	Brief Explanation
A broad match	It is used by default for all keywords. Here, the ad is shown for queries with misspellings, synonyms, and relevant phrases.
Phrase match	The term must contain a key phrase in exact accordance.
Exact match	The request fully coincides with the key phrase.
Negative Matching/ Negative keywords	Unnecessary phrases in ads. The correct approach is to start with exact coincidences and expand as per your needs. If you do not get enough conversions, choose a broad match keyword.

4. Don’t Ignore the Huge Business Potential of Negative Keywords

You must know that negative keywords exclude key queries that are unfit for your ad campaigns. Just click the “Keywords” button in the top menu at the campaign or ad group level. You will see the “negative keywords” button. Click the “Search terms” button to find out-of-purpose user requests. All search queries that do not match the nature of your product, add all of them to the negative keywords. Just use negative keywords in all campaigns to get rid of empty clicks and bothersome eyes.

5. Broadcasting Your Ads

Due to a number of reasons (such as low conversion, budget restrictions, and low efficiency), most professionals tend to stop the broadcasting ads. This is a negative approach, which brings failure. Don’t do it in any case. Everyday advertising campaign improves the search intelligence, gives more accurate search queries, increases the CTR and reduces the cost of the click up to a great extent.

The CCM increases the reach of the audience constantly and filters out advertising platforms where there are no clicks. If you stop broadcasting your ads, these developments will come to an end and everything starts anew. If you have already stopped broadcasting your ads, go to the campaign settings and reduce the daily budget by $5.

6. Optimize Ads for Mobile Devices

We all know that now a large number of people use the Internet on mobile devices. The number of mobile users has surpassed the total number of desktop users. So, if your site is not responsive to mobile devices, you will lose half of the advertising budget within a few days only. So, make your website responsive to all mobile devices. It will help you to get more business opportunities while running AdWords campaigns.

Final Words

All digital marketing professionals must keep in mind that contextual advertising requires a professional approach. Don’t expect a big return on the investment you make. Just follow the tips described here. Just track, adjust, and test ad settings regularly and optimize your ad for the targeted audience and search engines. You will start to have a thriving business in 1-3 months.