We are answering some of the most common PPC questions you are asking to give more clarity on Google advertising.
Digital advertising is moving at a faster pace than it ever has and because of this, we see a lot of our clients asking the same sort of questions. From getting started to measuring how successful their campaigns have been we get asked everything.
What’s the hardest thing about starting on AdWords?
A common theme that we seem to see with our clients is knowing where to start. It’s like anything if you know what you are doing it’s easy. Practise makes perfect and PPC is a numbers game. My advice to anyone setting up a new AdWords account for the first time would be to consult with someone in the industry.
You may not think this will be beneficial to you but trust me it will be. It’s very easy to mess up your account and campaign set up and doing it poorly will only result in you burning through your budget and throwing money down the drain. Paying a small fee or even in a lot of cases booking a free consultancy doesn’t look so bad then does it.
What budget should I have for Google advertising?
This is actually a very hard question to answer.
If your PPC specialists are doing the job right it can be estimated how many conversions you will get off the back of your desired budget. As I said at the start PPC is a numbers game and taking a mathematical approach to estimate conversions is the safest. Now I’m not saying the number estimated is set in stone as that’s not how this works and there are a lot of variables to PPC advertising, but it will give you a near enough figure for you to make a smart decision about your budget off the back of it.
A common mistake we see is having a budget that is too small or too large from the get-go. Unfortunately, spending too little on AdWords simple won’t give you enough data to draw a meaningful conclusion to be able to then make strategical decisions off the back of it, meaning you have wasted money to get nothing back from it.
Having a budget that is too large which is not managed correctly can simply lead to you draining hundreds or thousands of pounds and getting very little in return. It is important that you are confident with AdWords and understand how to utilise your budget in order to get a good return.
If you are wanting to manage your AdWords account yourself there will be a lot of trial and error involved and although this can be a very frustrating and a long process, you will eventually find the budget that is just right. So, stick with it and keep testing!
How many keywords should I have in one ad group?
This varies depending on who is managing your PPC account. Personally, I prefer SKAGs (single keyword ad groups) as a strategy to ensure a high-quality score, not everybody prefers this method but I like to have complete control and using this particular strategy allows for this.
If this strategy is not for you then it’s recommended that you keep to fewer than 20 keywords per ad group. However, if you do want to use a high volume of keywords you need to remember what is important to Google, and that is RELEVANCY. Creating one ad set for 30 keywords is never going to hit Googles criteria for a relevant ad with a good user experience for every single term, so it’s important to think long and hard about the strategy that is best for your business.
(And remember, the better your quality score the cheaper your bids for the same spot will be.)
How do you measure the success of an AdWords campaign?
Again, this is a bit of a needle in the haystack question. Success will change from business to business and although everyone is aiming for the same long-term goal, no size fit’s all. My advice for measuring success would be to define an attribution model. It is so important to lay out all of your goals and KPI’s before you begin to advertise. If you are unsure of what goals you should be or even want to reach for asking for advice won’t go amiss.
Should I bid on my brand name?
Yes. It is a good idea to protect your brand name, especially if you are in a highly competitive industry. It’s a dog eat dog world and if you’re not bidding on your brand name, I can guarantee you are losing valuable conversions to a competitor who is targeting your brand and stealing customers who are actually searching for you.
If you want to check if any of your competitors are bidding on your brand, pull up the Auctions Insights Report in AdWords and it will provide you with a list of competitors who bid on these terms.
Hopefully, this has answered some of your initial questions about Google advertising, if you would like more advice on how to run effective PPC campaigns speak to our PPC team today.