Tips for Creating an Effective Pay Per Click Campaign

Posted on May 26, 2009
Filed Under Pay Per Click, Toronto SEM Consulting, Toronto Web Consulting | Leave a Comment

For many years individuals and companies have been using pay per click marketing as either an effective strategy or a losing strategy in their marketing endeavours.  For many, Google Adwords is the choice platform to operate within, Google currently has over 70% of the market share of end users looking for something either to purchase or to sign up for.

First let’s understand, that Google is media company, and when you advertise on google it is like walking into a retail mall paying full retail price.  If your campaigns are not set correctly or if you do not monitor these campaigns efficiently in the long run it will cost you money.  One of the key mistakes people make in setting up their campaign is not doing the proper competitive analysis.

Let’s say for example, you wake up one morning and you decided that you wanted to run a pay per click ad campaign for mortgages.  With this campaign you expect to make thousands of dollars a month.  You believe, you have setup the campaign  correctly and you have allocated $100.00 dollars a day as your budget.

Hopefully at this point, you have done keyword research to find the most effective terms for you to market, they should be Geo targeted terms.  The reason for terms to be Geo targeted is due to the fact that google is currently charging anywhere from 15 to 20 dollars for the term “mortgages” or “mortgage” per click and with the budget setting a $100 a day you will soon be on the money and your ads will stop showing.

Google critiques your ads based upon quality score, quality score determines exactly what you will pay.  Quality score examines keywords, ad copy, and landing pages.  Having a poor quality score will only lead to poor conversions and it will increase the money you spend per click.

Keywords Research – selecting the proper keywords to market is the first step.  Your first target should be long tail keywords these are usually less expensive.  A single keyword will usually be more expensive than a key phrase that contains 3 – 4 words.

Ad copy – your ad copy will consist of one headline and descriptive text.  Your headline should contain your key phrase.  Some examples of headlines:

___ Guaranteed
___ Reviewed
___ Solution
Avoid ___ Scams
Complete ___

Some examples of Ad copy description:

Compare the Top 10 ___
Don’t Buy ___ Until You ___
Get Rid Of ___
Stop Making Mistakes

As you can see from above, there is a call to action.  Defining a call to action in your ad copy is crucial to an effective campaign.  This ad copy times directly into your landing page Page.

The landing page – an effective landing page is a lead capture page.  These pages can be customized to effectively measure various forms of advertising.  Your landing page must be clear and concise and a determined call to action must be forthcoming from that page.  You want people who end up that on that page to either purchase, signup or leave.  The main the two types of landing pages are, a reference page, which delivers the end user information and a transactional page, which draws the end user to complete a transaction or fill out a form.

As stated above, research is the focal point on setting up a successful campaign.  Understanding what your competition is doing in your market place and capitalizing on that, will deliver an effective campaign.  To find out what exactly your competition is doing please visit:

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