Manage your client's PPC budget they said. It will be fun, they said. HA!
I've been copywriting and social media managing like a boss for a few years now, so when my mentor/colleague of Simply Friday suggested I start managing my clients' PPC budgets for extra cash, I thought, "WHY NOT?"
Little did I know that PPC is a scary, dark place that is not for the faint of heart. Most Google AdWords tutorials out there are either already obsolete (Google changes their interface and formula multiple times throughout the year--who can keep up?), are written in techie jargon (of which I am not fluent), or conflict with all the other information out there. I did, however, find some helpful information about PPC on the WishPond blog (if you'd like to delve even deeper.)
To save you some time as you embark on your own PPC journey, I have provided a few tips that I had to learn the hard way.
1. Keep Track Of Goals With A KPI Document
Regardless of your budget you should have a clear (quantifiable) goal in mind before you start punching in your credit card information.
Whether you want to sell 30 Hall & Oates Hologram Tees or get 42 newsletter sign ups, pay attention to the following things as you go along; CTR (click through rate), Clicks, Cost and Converted Clicks. Make sure to update the KPI document every time you end an ad campaign.
2. Make Sure Your Ad Has A Clear Call To Action And Leads To A Landing Page That Allows The User to Act
If your ad says "Sign The Petition To Save Whales And Receive A Free Beluga Pen"-- your landing page (the page the user lands on once they click your ad) better be the petition where the user can sign. Don't send them on a wild whale chase.
3. Choose Between 5-20 Keywords Per Ad
So when I first started managing PPC campaigns, I read something that said "add as many keywords as you want." I have recently discovered however, that if you have more than 20 keywords, your ad copy probably isn't specific enough. Use Google's Keyword Planner as a guideline but don't just blindly choose 500 keywords and hope for the best. Instead, really dial in to why someone would want to click on your ad.
4. Set End Date On Ad Campaign
I've kept myself awake at night thinking about the possibility of forgetting an ad I created for a client and racking up a $1000 Google tab on my credit card. In order to prevent this, make sure to 1. select a max daily budget and 2. set an end date on your ad campaign.
Hope this post helps, if not feel free to drop me a line and I will gladly reimburse you for the entire 60 seconds it took you to read it :) Happy Friday y'all!