In setting up your Adwords account, you want to try to make sure that it is structured and organized properly the first time. You can organize your account into various campaigns, and then divide the campaigns into Ad Groups, and the Ad Groups into individual Ads.
Campaigns vs. Ad Groups
Each Campaign has its own settings, daily maximum spending limits and overall monthly budget. Each Ad Group will be built around a common set of keywords.
For Example:
As an Internet Marketing Agency, Echelon Business Solutions might decide to advertise four elements of our services: Social Media, Pay-per-click, Search Engine Optimization, and Content Creation – each of these elements would then be considered a campaign.
Within each “campaign”, we could run multiple Ad Groups:
1. Social Media Marketing Campaign:
- Facebook Ad Group
- LinkedIn Ad Group
- Twitter Ad Group
- Google+ Ad Group
- YouTube Ad Group
2. Pay-Per-Click Advertising Campaign:
- Pay-per-click Ad Group
- Search Engine Marketing Ad Group
- Google Adwords Ad Group
3. Search Engine Optimization Campaign:
- Search Engine Optimization Ad Group
- SEO Ad Group
4. Content Creation Campaign:
- Blogging Ad Group
- Webinars Ad Group
- Videos Ad Group
- eBooks Ad Group
- White Papers Ad Group
Finally, each Ad Group should be represented by at least two competing ads – this allows for on-going A/B testing of ads.
A/B Testing
A/B Testing is an important tool for improving the performance of your Pay-Per-Click Ads. A/B testing pits two closely related ads against one another. After sufficient impressions, you should be able to determine which ad is performing better, drop the poorer performing ad, and then create a new ad to challenge the winner. The competing ads can be very similar; even testing changes in punctuation and capitalization can show significant differences in click through rates. In this way you will always be testing and looking to improve the performance of your ads.
Your turn: Have you done any PPC advertising? What were the results? Any advice for other business owners considering setting up a PPC campaign?
Thanks for visiting our blog. As always comments and questions are both welcomed and appreciated.
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Related Articles:
The Anatomoy of a Google Search Engine Results Page
Advertising on Adwords: Part 1- How to Create a Google Adwords Account
Advertising on Adwords: Part 2- Setting Up an Adwords Campaign