After a long haul and labor, finally we are here: uploading campaigns and going live. As we come towards the end of this series, I will suggest you to read the preceding parts again, just to make sure you have ticked all the to-do things.
Managing a PPC account, especially a new one is trickier than you think. Lot of practice is required in deriving what you had hoped to get. The first few weeks and your first few campaigns are most essential. You will make many mistakes and that’s good because they will make your future campaigns successful.
In this post, we’ll talk about a few tips you must follow while going live.
#1 Check your Settings
I’m assuming you have done this while setting up your account but if you haven’t then do it right away. Check your language and location settings. Add the location in which you want to target your ads. If you’re from India you shouldn’t get ad clicks from other countries.
#2 Keywords
There are innumerable strategies for keyword research and then there are none. You have to learn from your own mistakes to optimize your campaigns.
Your keyword strategy should include broad as well as exact match types. While broad keywords will take you to a large number of audiences, it might also give you irrelevant clicks. To overcome that, use broad match modifier and phrase match, next use Search Terms Report to discover new relevant & irrelevant keywords. Finally add the relevant keywords to your account & exclude the irrelevant ones.
Aim for high quality scores to reduce your costs and gain high performance.
#3 Budget
For every campaign, Google asks you to set a daily budget. So on each campaign, you get to decide how much you want to spend on a daily basis. For example, you can set a daily budget of INR 300 for one campaign and a budget of INR 500 for another campaign. Google gives you an option to spread out this budget throughout the day. This is amazing because it helps you have a presence all through the day.
For all first timers, it is recommended that you begin your daily budget with a low amount and gradually shoot it up. This way you will have a comfortable learning curve and can optimize your campaigns before you spend a bomb on them.
#4 Optimize your Ad Copy
Your ad copy is an essential element of your PPC campaign. It should be compelling enough to get clicks. While making an ad copy, you must remember the character limit for the ad. Your title has a limit of 25 characters, display URL has a limit of 35 characters and first and second description have a limit of 35 characters.
Make maximum use of these characters to create an effective ad copy. Don’t forget to create mobile optimized versions of these ad copies.
#5 Tracking
Your job does not end with the launch of your campaign. In fact it begins right here. You must track your campaigns day on day and keep optimizing them. The keyword search trend will continuously change and so will your keyword strategy.
The metrics Google gives you will provide you insights on what works and what doesn’t. This is an ongoing process and it will help you optimize your account and campaigns.
Conclusion
Keep improving your campaigns always! You will never fall short of ways to do that. Don’t waste your money. Be careful of your spends. And while you do you paid marketing don’t forget inbound marketing. Keep blogging, driving traffic, generating leads, search engine optimization, etc. All these will compliment your paid marketing and help you in more than one way.
Now that’s all about it. You are ready to go live. Wishing you all the luck!
