A majority of the time I cover a lot of topics that are relevant to AdWords campaigns that are up and running, and having success, and a bit more advanced.

Today I wanted to just get down to the basics of the thought process for a new campaign or a company that may just be setting things up with their Pay Per Click stratagy. I have found a lot of sucess in setting up PPC marketing by starting very broad and fine tuning from there. Tthis can be a many month process to get everything geared up. However, it can save a lot of time, money and energy in the end. Some companies and individuals will try and up load the keywords and phrases for every single product in their catologue. And separate each product into individual campaigns and ad groups.

I have even huge large lists of ad groups with only one keyword or phrase in each. I understand the intent of breaking each and every keyword down to its own ad group. But this process would take way more time and energy than nessasary. Its not just about gaming the search engines into getting your ad above everyone else by making individual campaigns, adgroups for each keyword. I have found that it is much better to start broad and have a lot of keywords (that are related) and group them together. Some of my clients have 300++ keywords in one adgorup to start with. Then as you see which ones are preforming well and getting the most impressions breaking them into thier own adgroup and grouping only specific key words together at that point. (also better to use adwords editor for moving keywords around to other adgroups and campaigns.)

This can save A LOT of time. This way you dont spend energy creating a stratagy for low preforming keywords and phrases. Also from a sales and marketing background I alwayse start with marketing products/services that either have a short sales cycle to purchase, and or have the best margin. That way you get the biggest bang for your Search engine dollars and time you spend on your PPC account creation and optimization.

Noah @ LookToTheRight

I have spoken in the past about the value of tracking everything you can. Especially in Google Analytics. How ever when managing your paid advertising, Google AdWords Conversion Tracking is exactly what you need for fine tuning your PPC campaigns into a money making machine!

With AdWords conversion tracking you can track the true value of each individual keyword or key phrase. Also great way to see which match type works the best as well, weather its broad, phrase, or exact. You can see exactly which one yields a Purchase/Sale, Lead Submission, Signup, Views of a Key Page, or Custom.

The stats you get are How many Conversions (people that took desired action), Conversion Rate % (conversions divided by clicks), and my personal favorite Cost per Conversion (total cost divided by conversions). With my past sales and marketing experience it has alwayse been about how much work must be done or how much money must be spent for each sale. This is the exact answer. And if you know your Margins for the products or services you sell or provide you can figure out your exact needed budget.

My Duty as a PPC pro is to help get that cost per conversion down as low as possible at the same time as keeping the conversions as high as possible. Its not all about clicks, its about our viewers and potential customers being people who take action now. So if you do your own PPC management or plan to outsource later set it up and implement it as soon as possible to help now and in the future when you get to fine tuning and optimizing!

Noah @ LookToTheRight

As a pay per click pro one of my main goals is to just get people to look at my ads. I always ask my self: How do I get More Looks and what do I say once they Look? Before you can get clicks you have to get looks. So what will draw your ideal searchers eyes to your ad?

Stand Out-Most importantly is having the key words in your ad so the search engine will put those keywords in Bold Blue. Or bold black, or bold green.

Repetition, Repetition, Repetition- A true advertisers motto. The more your potentials clients see your ad the more likely they will be to take action. A lot of us search a few phrases and look around for different results. And if your there each time it can make a difference. Also repeating the keywords (which will be bolded) in the “Link Line” the two “Content Lines” and in the “display URL line” after your domain and the .com/

So once they look you Must have something good to say. And unfortunately most of the time you only have 95 characters to communcate. This is the biggest factor in increasing CTR (click through rate). There are some great tips over at the Red Fly Marketing Blog They have some AWESOME suggestions for Phrases that increase CTR. I have a few my self…but for now reserved for my clients only Don’t forget to not only make them Look, But make them Click!

Noah @ Look To The Right