![]() In this guide to Google Local Services Ads, Google My Business Product Expert Tom Waddington explains what LSAs are, how they work, and everything else you need to know about the increasingly popular paid option. Simply enter a search term or URL to identify related keywords, their relative frequency, search volume according to both Google and WordStream data, and their competitiveness.Please Note: In November 2021, Google retired the name ‘Google My Business’ and now uses ‘Google Business Profile’ to refer to the profile searchers see and ‘Google Business Profile Manager’ to refer to the dashboard used to manage the listing. Keywords are the heart of any pay-per-click campaign, and WordStream’s Free Keyword Tool allows you to quickly and easily identify new keywords that are relevant to your business that can be included in current and future campaigns. That’s why we at WordStream developed a suite of free tools to help small-business owners capitalize on the power of paid search. One of the most common challenges for any small business running a pay-per-click campaign is identifying areas in which improvements can be made as well as opportunities for growth. WordStream’s Free Pay-Per-Click Campaign Management Tools It is vital to consider the structure and relevance of your pay-per-click campaigns before launching them, as poorly organized accounts can be more difficult and time-consuming to organize and correct once they are launched and active. This account structure is logical, highly organized, and relevant – all criteria that Google and Bing Ads use to determine the relevance of your campaigns. Finally, landing pages should match their accompanying ads (in terms of both keyword relevance and overall messaging). Ad text should be unique, written with prospective customers in mind, and contain the keywords that are relevant to that ad group. Keywords should be relevant to their ad group – you shouldn’t include keywords related to your winter sporting equipment in your winter clothing ad group. Within each ad group are your keywords, ad text, and landing pages. For example, you may be running a single holiday-themed campaign to capitalize on end-of-year online shopping trends, and this campaign might contain two ad groups – one for winter clothing, and another for outdoor winter sporting equipment. Ad groups are the second-highest level account element. However many campaigns you are running, campaigns are the topmost level within your account. A single AdWords or Bing Ads account may have only a single campaign, whereas others might have dozens of campaigns. ![]() These five elements can be visualized in the following way:Ĭampaigns are the highest-level element within a paid search account. Despite this, far fewer advertisers concern themselves with their account structure, which can result in diminished performance and an increase in wasted spend.Īlthough there are many ways in which you can structure a pay-per-click campaign, such as a structure that mirrors the architecture of your website or by categorization of different product lines, all successful paid search campaigns share the same five elements: Many advertisers are primarily concerned with their keywords – and rightfully so, given that keywords are the foundation upon which pay-per-click campaigns are built – but how those keywords are organized and structured is equally important. The Importance of Pay-Per-Click Campaign Structure That’s why it’s important to maximize your impact in as little time as possible, freeing up precious time to focus on what really matters – growing your business and taking care of your customers. ![]() After all, you’ve got a business to run, and PPC management can be a full-time job. ![]() However, while it is important to focus on and devote sufficient time to each of these areas, successfully managing a pay-per-click campaign is about working smarter, not harder.
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