Using Paid Search Campaigns Correctly to Build Your Online Business

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Last week, we talked about PPC trick #1 to building your online business for the long-term – using keywords correctly.  This week, let’s talk about another “trick of the trade” that will also help on the way to this goal.

Trick #2 – Using Campaigns Correctly

As the number of targeting options for PPC
increases, so do the creative ways in which you can organize your
campaigns to get the maximum effectiveness out of them.  As I mentioned
last week, for example, you can create a “fishing” campaign and a
“bucket” campaign in order to separately control budgeting, bidding
and other targeting options to focus your efforts on dominating the
locations (search queries) that really put food on the table.

The first thing we have to think about when deciding how to use each
campaign is what the goals of each of them are.  As you move into being
an advanced PPC manager, you will start to be able to use campaigns
not just for the macro-goal of making sales and money, but for more
micro-goals within each campaign that will contribute to making the
lasting impact of the macro-goal bigger, better and more stable.  So,
instead of just one goal (making leads, sales or whatever), your account
may look like this…

Campaign #1 – Find search queries that work for my business

Campaign #2 – Maximize search queries that have worked for my business

Campaign #3 – Make search queries that aren’t working for my business, but should be, work for my business.

Why would you do this?  Again, it’s to make obtaining the different
micro-goals that contribute to your macro-goal (making money) more
efficient.  How do they become more efficient?  By utilizing the
different features available for ad serving that are built for the
different purposes.  Here’s a couple examples of what I mean…

Keyword Match Types

For example, the different keyword match types
serve different purposes.  Broad match is a net that goes out and
catches fish (search queries) to advertise on.  Then, you can see if
these fish are worth keeping.  Phrase match is more like a fishing pole
with specific bait on it to catch more specific kinds of fish.  But,
still a fishing tool.  Exact match is the fish.  It’s the exact fish in
the Search Engine Sea.

Bidding

For fishing campaigns, the point is to go out and catch search
queries to decide if they’re keepers or not.  So, you want to maximize
the amount of search queries and clicks that you get on those search
queries.  Remember, this campaign is not directly about ROI or profit. 
Thankfully, AdWords has a bidding option called “Automatic Bidding” that
serves just this purpose.  When you set your campaign on this bidding option,
the AdWords system will maximize the amount of clicks it can get for
your set budget.  By doing this, you are most efficiently accomplishing
your goal for the campaign, which is finding search queries that will
work for your business.

Then, once you find the search queries that work for you, you want to
then bid differently because the purpose now changes.  It’s now about
maximizing ROI or profit.  Different purposes, different bidding
options; so different campaign.  In our “bucket” campaign, we’ll use
Maximum CPC bidding or Conversion Optimizer (designed for those
purposes) to test what bid levels will accomplish this while increasing
performance through optimization.

So, here’s a very simple general layout of how campaigns could be organized differently because of their differing purposes…

Mike Fleming specializes in Analytics and Paid Search for Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. You can follow Mike on Twitter at @SEMFlem. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a girl who threw a snowball at him one day…then married him.

Mike and the team at Pole Position are available to help clients expand their online presence and grow their businesses. Contact them via their site or by phone at 866-685-3374.

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