Preparation for PPC Camapaign

1. PPC pay per click
6 Step approach for Targeting Local PPC Campaigns
It’s not just your organic SEO that needs to be geo-targeted. With Google placing a great
visual emphasis and authority on PPC adverts, you should be integrating geo-targeted
ads in your marketing mix. A geo-targeted PPC campaign works best for businesses that
perform their services locally and regionally, but sometimes - National exposure finds its
ways into to the picture
Six step Paid Search campaign plan for a local business
1. Keyword research
Using Google Tools & Our Interactive Savvy – We will create a long list of keywords and
keyword phrases based around your business and our competitive analysis of the local
market.
The sky really is the limit here, so we’ll create list that have hits in the hundreds while
also aiming for a combinations of general terms with a local qualifiers.
This tool will show you both the local and global monthly searches for your chosen
keywords, as well as the average cost-per-click (CPC). This will help you identify a
suitable budget to help you achieve your goals.
At this stage, you should also identify your negative keywords; these are the words you
want to exclude from your campaign. For instance; Mrs Jones may wish to set ‘second
hand’ as a negative keyword.
2. Organize campaigns
The second step involves creating two separate campaigns; one locally targeted and one
national campaign.
In your local campaign, create ad groups for all your geo-targeted keywords; including
all your generic terms in the national one. This will help you create a set of targeted ad
groups, as well as keeping your individual adverts organized.
There’s a limit of 20,000 ad groups you can create; but a top tip is to keep all your
related keywords in one group. Mrs Jones would have ‘wedding dress shop
Redditch’ and ‘wedding dress shop in Redditch’ in one ad group for instance.

2. 3. Ad copy
Once you’ve created your campaigns and ad groups, it’s time to craft your ad copy.
You need to include your town name in your geo campaigns, and your general keyword
in all local campaigns. The catch is though, that you only have 25 characters to use in the
title and 35 on each line of your body copy.
This doesn’t give you an awful lot of space to grab your customers’ attention; crafting
copy for PPC ads is often an art form in itself. To help you keep your ads to the right
limit, you should use this New Interactive ad design tool.
Template for Google Text Ads
Text will turn red when you exceed character limits.
Experiment. Try out different wording for your Google ads without logging into Google
every time.
No hard limit on text length. In Google's editor, you can not type lines longer than the
character limits. This is inconvenient when you need to temporarily exceed a limit
during the editing process.
You should create at least 2 adverts for each ad group you have so you can test them
against one another. This stage comes later, but get yourself prepared now.
Title: 25 character limit - 25 remain.
Body 35 remain.
Body: 35 remain.
URL: 35 remain.

3. 4. Landing page
Your PPC adverts are only half the story though. It’s one thing to encourage someone to
click through onto your advert; but another to make them perform the desired action
on your website.
In order to boost your conversion rate, it is essential that you carefully choose the
perfect landing page for your advert. In the case of Mrs Jones and her local wedding
boutique, she should direct people to a geo-specific landing page. This can be a page
that already exists on the site, or a specific PPC landing page.
Either way, you need to make sure your adverts and landing page work in perfect
harmony to sell your products and services.
5. Monitoring
Like your other marketing methods, you need to be monitoring your Google AdWords
adverts.
Your first step is to add AdWords Conversion Tracking, and make sure that all your PPC
campaigns are linked to your analytics software. This will help you see how each advert
is performing; which is generating the most clicks, which is resulting in the most
conversions, and which aren’t performing as well as expected.
This then leads on to our sixth and final step…
6. Test and tweak
Finally, you need to be constantly testing and tweaking your adverts. Once you have an
idea of how they are performing, you can make the necessary changes to get maximum
ROI.
Remember those adverts you created for testing? Here is where you analyze the results,
and see what kind of tone and message appeals most to your audience. Try and appeal
to different emotions with your adverts, to see which resonates best with your target
market. This stage is on-going throughout any PPC campaign, so be sure to keep testing
and tweaking.
For more tips on getting the most out of PPC marketing, check out The Savvy Marketers
Guide.
Setting up a local PPC campaign is a great way to send targeted traffic to your website.
And the best thing about this kind of traffic? You already know that you have the kind of
product your audience is looking for.