Effective PPC campaign tips for setup ads

Use The Keyword in the Headline as Much as You Can

This is pretty self explanatory. Every time you use a keyword in your ad, be it in the headline or anywhere else, it’ll get bolded by the system (See example below). Of course, that bolding will make the ad much easier for people to notice it, and…


Increase Multi-Word Keyword Portfolio
The success of your PPC campaign is all about keywords. It only requires a small amount of your time each day to brainstorm keywords which are relevant to your product or service and help to expand your keyword portfolio. The more relevant keywords you have the better your chances of converting more visitors to sales.

Calculate the Return on Investment (ROI) for PPC Campaigns

Calculating ROI is one of the basic tenets of PPC, and yet many advertisers don’t consider it or even understand it.

A lot of advertisers perform campaign optimizations based solely on conversion rate or cost per conversion, choosing the ads and keywords with the best metric and calling it a day.

For ecommerce goal analysis the method of calculation is similar. The biggest difference in the Ecommerce data is that it’s real and accurate compared to a lead form’s estimated goal value.
In Adwords, we can look at the money we spent to reach our goals in the same time frame. Compare that with the purchases made through CPC and we have a precise number we can confidently call ROI.

Lead Generation

Conversion rates (found in Google Analytics)
Conversions (found in Google Analytics)
ECommerce

ROI (found in Google Analytics and Adwords)
Revenue (found in Google Analytics)

I’ve always found that ROI is one of those terms that has been over-used and abused by so many people and as such, there is confusion on how best to calculate it. Personally, I like to use the following formula when we are discussing the ROI for any PPC campaign: