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How to Create a PPC Ad

Tuesday, March 29th, 2011 at 6:39 am

How to Create a PPC Ad

An effective PPC campaign should have many parts to it. So, it’s more than just creating a PPC ad. It’s creating ad groups and properly categorizing your ads, targeting keywords, relevant landing pages and a host of other variables that contribute to a successful PPC campaign.

Ad Groups and Categorizing

Ad groups are made up of your various ads and keywords. They help you to target the specific areas and users that are using the terms within your ad campaign. A well-categorized campaign will help you better target your audience so that you can get quality clicks that are more likely to become conversions. And conversions are what define a successful PPC campaign.

It’s important to determine what your services are, and then create ad groups and categories. For example, a car salesman might make categories based on the makes of cars that he sells (Nissan, Honda, Toyota, Ford, etc.), the type of cars he sells (SUV, sedan, sports cars, two doors, crossovers, trucks, etc.), or new and used cars.

Keywords

Keywords play a vital role in building a successful PPC campaign. Without knowing what your target audience is searching, you’ll never be able to reach them. So, do some keyword research. Find out exactly what terms your users are typing to find you, and then apply those terms throughout your site.

When using keywords it’s important to create a cyclical formula for your PPC campaign. First, implement those keywords within your ad, then use the keywords in your ad within your landing page, then saturate your landing page with content that contains those specific words. Relevancy across all three parts is imperative in order to achieve success and improve your conversion rates.

The Importance of Relevancy

For example, take that same car salesman. He can’t have a PPC ad that talks about the Nissan Sentra, and have that ad link to a page that discusses the Ford Taurus. While that salesman might have both cars available and the information may be relevant to his business, the Ford is not what prompted that person to click on the ad and thus makes it irrelevant for the user. It will irritate your users, lessen your quality score with Google – which will push your ad’s ranking down, and destroy your conversion rates.

Another thing you need to do when you’re creating a PPC ad is make sure that you fulfill your promises. If you say something like, “Oil changes for .99″ in the ad, make sure that your landing page reflects that. If the oil change is really and you just put that price to lure people in, it’s again going to irritate users, lessen your quality score and lower your conversion rates.

Optimum7 has been helping their clients create PPC ads and manage PPC campaigns for years. We are Google AdWords Certified and can help you create just the right ads for your target audience through keyword research, categories and ad groups. We can also help maintain your account and help to ensure its success, which will mean more conversions for your site and higher productivity for your business. Contact us today to get started creating the perfect PPC campaign.

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