WordStream’s Webinar – PPC Guidelines for Success
This week I attended a webinar by WordStream, the PPC experts, providing some useful advice for streamlining the managament of PPc accounts and ensuring resources are used in the most efficient way.
They provided ‘5 guidelines for achieving success in Google Adwords’, which was a little over-stated, but they are American, so we’ll forgive them for that.
Oh yes it is! You need to stay on top of what’s new and emerging in Google Adwords in order to get any real success. Knowing which tools to use will give you the best insight into your campaign and can also save a lot of time, and potentially money.
Checking your Adwords campaign at least once a month is imperitive to it’s success. With PPC it’s all about the little things – that can make a huge impact. Adjusting your bids, tweaking ad copy to improve quality score, or testing new ad copy can all have a big impact on how the ad is received by Google and your target audience.
Making the cut to underperforming keywords, can be really hard, but it needs to be done! There is always that one keyword that you’ll be convinced will drive crazy amounts of traffic to your ad, but after a few months you begin to realise deep down that it just doesnt do this. Sticking to your guns for a few more months might be wise, but after that, you must wake up, smell the coffee and cull!
Poor performing keywords afffect your ads quality score, so they just drag your whole campaign down.
“you can’t know where you are going until you know where you have been”
I’m not sure who said this, but the famous cliche/saying fits in this case when it comes to your Google Adwords account. Reverse engineer it and you’ll see why having a clear goal helps to define your ad campaign and enables you to make the decisions and choices along the way to get to that goal.
You’re goal may be to get new patients, so make sure you know where your new patients are coming from before the campaign starts, and ensure you have some monitoring in place (call tracking, promotional code, contact form) to measure the results of your campaign for new patients. Only then will you know if your time, effort and money have been well spent over time.
Linked closely with point 4, once you start achieving your golas, you will want to re-set them and knowing what works is the key to this extrapolation.
Keyword analysis, testing ad copy, call tracking and reception staff all have a key role to play here. PPC can be really easy to track if you have the right tools.
Call tracking is by far the best way of really knowing what happens when someone engages with your ad. Using this tool, you can streamline your campaign from the ad copy used, to the desk staffs manner and technique in order to make your new patients journey as seemless as you would expect, resulting in a new patient signup.
Our team of PPC Adwords qualified professionals are on hand to talk through your PPC account on 01202 677277.
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