Getting the Most from your Pay Per Click Campaigns

9 Nov 2017

At the recent 3XE Digital Conference in Croke Park, we heard lots of great speakers discuss their thoughts on the latest developments in digital marketing. One talk we really wanted to share was that by Kirk Williams, Founder and CEO at ZATO PPC Marketing. Kirk spoke about pay per click marketing, also known as PPC, and gave some great ideas on how to stretch your PPC budget to make the most of your campaigns. These were his top tips:

Set up a great campaign structure from the beginning

Kirk emphasises the importance of setting up a great campaign structure right from the get-go. Your campaign structure refers to the arrangement of your different PPC campaigns within your PPC account. The campaign structure enables you to organise the components of your PPC campaigns in a defined hierarchy.

  • Your PPC account has multiple campaigns
  • Each campaign may consist of multiple ad groups
  • Each ad group could focus on multiple keywords

Thinking carefully about your campaign structure is a process that takes time, but it’s well worth it. When doing pay per click marketing, you will be considering different keywords that people may be using as search terms. A deliberate and thorough approach to your campaign structure enables you to examine how best to target these keywords, and to ultimately create more focused and relevant ad campaigns.

If you have a strong campaign structure set up at the start, you can continue to keep tweaking and optimising the campaign as time goes by; but your well thought-out campaign structure will stand to you, and likely save you money in the long run.

Have different campaigns for different match types

Kirk recommended creating individual campaigns for different match types. There are four match types - Broad Match, Broad Match Modifier, Phrase Match, and Exact Match. By assigning a match type to your keywords, you dictate what varieties of your keywords will cause your ads to appear. For example, Exact Match indicates that your campaign will only appear if the user searches for your exact keyword, without any changes or additional phrases included.

You can choose highly targeted keywords and create campaigns tailored for these using only Exact Match. At Together Digital, we’ve tried this in the past and we found that this greatly increased click-through rate on these campaigns. And as budget is controlled at campaign level, it ensures you are getting strong exposure for these very relevant key terms. Doing this can result in an increased conversion rate with a lower cost to you - this is a great tip for anyone, but particularly those working with smaller budgets.

Don’t wait to build your remarketing list

Once your campaign is set up and ready to go, Kirk suggests building your remarketing lists right away. Remarketing is when you can target ads at people who have already visited your site, and so they are likely to be interested in your business already.

Your website records cookies showing which users have visited your site, and you can then target ads at those previous visitors. You may have experienced this as a user. An example would be if you looked up a particular hotel, and then saw ads for that hotel appear at a later date. Remarketing is a great way to remind people about your product or service if they are already interested in it.

You can apply different ‘rules’ to your remarketing list. For example, you might indicate that members on the list should have visited a specific URL on your site to qualify for inclusion on the list. You can then create different ads for your different rules, enabling you to be as targeted as possible, which is always the best approach to digital marketing.

Create separate remarketing campaigns

Kirk also discussed creating separate remarketing campaigns, rather than including your remarketing lists in your regular search campaigns. This way, you can customise specific search ads for people who previously visited your website.

Search engines may suggest that you keep both regular and remarketing search campaigns grouped together. However, Kirk prefers to separate them into different campaigns for budget control reasons, so this may be something you wish to experiment with.

Start advertising on Bing now

Another tip he shared was to get involved with advertising on Bing immediately. Bing isn’t currently as big in Ireland as it is in US, but it’s still a very important search engine. We’ve already talked about Why You Should be Advertising on Bing, so it was great to hear this suggestion reiterated.

The process to set up adwords campaigns for Bing will not take very long if you’re already advertising elsewhere, and it’s definitely a worthwhile exercise. You can get lower cost-per-clicks (CPCs) and cost per conversion if you avail of Bing advertising, as not as many businesses are competing in this area at the moment. In this way, you can get some quick wins for quite a low input of time resources. 

Always report on your PPC activity

Kirk’s last piece of advice was something that should always be part of marketing activity - reporting. Reporting on your PPC activity is how we learn what works and - also very important - what doesn’t. By choosing some main KPIs to focus on, you can benchmark your activity and develop a strategy for future PPC marketing.

If you’re not sure how to approach PPC marketing, feel free to get in touch with our team who are experienced in developing PPC campaigns.

Sue Neary

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