There
are a lot of steps involved in a successful PPC management. After you have
created a solid structure for your PPC account, the next big step is to create
the first set of campaign. Once you have successfully created the initial set
of campaigns, you need to get into the various settings assigned to each ad
campaign.
We
need to apply campaign settings to every ad group present in an ad campaign.
The daily budget, location, network selection and other settings will be common
for the full ad campaign. Here, we look into campaign settings where
modifications are made for successful PPC management.
General Settings:
When
you are done with naming your ad campaign, the next big step is choosing the
type of ad campaign you want for your advertisement. There are three basic options available from
which you can choose. They are 1) “Search Network Only” 2) “Display Network
Only” and 3) “Search and Display Network”. Your ad will be displayed in the
corresponding network based on your choice of the type of ad campaign.
Search Network: The search network is a group of
search engines that permits advertisers to sponsor the advertisements that are
displayed when a user searches for a keyword or a string of keywords..
Display Network: They are a huge group of partner
websites. They usually display text ads as well as banner ads. These types of
ads are not triggered when the user searches in Google for them. You need to set up the targeting for them( like
placements, topic targeting and so on.)
An
experienced White label PPC management
team always suggests that you give a descriptive unique name to your to your ad
campaign. It is also better to stick to any one network for your ads to be
displayed. You should not set the campaign to display the same ad in the Search
and Display networks in one campaign itself.
Search Network: If you are going to choose “search
network only” for your ad campaign, it is your responsibility to ensure that your
ad campaign is visible in all Google search networks. In the network section, you
can configure so that your ad campaign will be displayed both in Google.com as
well as in all the search partner sites of Google. Search partners are those
search engines that are associated with Google. (E.g. about.com). By displaying your ad campaigns in Google’s
search partner sites, the impression and click rate for your ads will increase.
According
to experienced PPC
management teams, it is always better to start your ad campaign with the
Google search network. After you start building volume, you can look to join
other search partners.
Device: It is the advertiser’s decision
whether to bid extra or less when users use mobile phone for clicking on their
ad campaign. These types of bidding decisions are handled in the “Device”
section. For eliminating mobile targeting, you can set your mobile bid
targeting to -100%. To draw the attention of mobile users and to increase the
traffic, you can set bid targeting to 300%. When making bid adjustments, it is
important to keep the devices used by users in mind.
Location: When a new campaign is created, by
default, it is set to serve in the US and Canada. It may not be the best
option, especially when considering where your business is set up. When setting
the target, you first need to consider your target audience. It is better to
divide them into geographical areas. The advertisers can even target the location
by dividing them into store areas.
Language: By default, the language is always
set to English.
Budget and Bidding: The “Bidding and Budget” section that
is present in the campaign settings helps advertisers to set the daily budget.
It also allows them to determine baseline keywords for the ad campaign.
You
can have two options for keyword bidding. They are automated and manual. By using
the manual option, you can have full control. Manual bidding is best for
advertisers who have a good understanding and the ability to change the keywords
bids.
After
choosing the right campaign bidding option, you need to set up the daily
spending budget. You need to understand that AdWords spends more than 20%
compared to daily budget you have set.
Once
the campaign settings are done, you can move to the next step of the AdWords
Campaign building process. An efficient PPC management firm can help you through the
entire process of Campaign building.
