Here are the basic guidelines on how you can set up a Google AdWords Pay Per Click (PPC) campaign that will get results. Bear in mind that all Google AdWords campaigns take time to get results and need to be monitored and tweaked regularly. Once your AdWords campaign is set up right from the start then you are on the right track to making it profitable.
Google AdWords Goals
Make sure you are clear on your goals for your Google AdWords campaigns as your spend and time needs to be purposeful in getting to the goals that you have set. Your campaign needs to be targeted to reach these goals.
Get your excel sheet out and write down all relevant keywords that you can think of that would work in your campaign. Also do keyword research on your competitors, what keywords are they using. Once your campaign is up and running you can then analyse what keywords work for you.
Make sure you set up your campaigns right from the start. Set up a couple of different campaigns with tightly related keywords to find out what works for you. There are a couple of details set as standard in Google AdWords that you need to watch or you might find yourself wasting money straight away, these are:
Set the search button to search only when you start out. The display and search and display settings work very differently to the search only setting and should only be looked at when you have focused and working search campaigns.
Set to Enhanced CPC – this is a bidding feature that raises your bid when it is more likely lead to to a conversion. Enhanced CPC can increase your max CPC bid by up to 30% when optimizing for conversions.
This is hugely important and you need to know about this from the start. Google AdWords is set up so that every keyword that you add is automatically set at broad match. I advise that you change every keyword to exact match which you can do next to the keyword in a drop down, it will then look like this [exact match]. You could then want to try broad match modifier too for certain keywords depending on your campaign type.
Here is the breakdown of the different keyword match types, which you need to know to target your campaign properly and not waste money.
Exact match: As the word says ads show on searches that are the exact term and close variations of the exact term.