PPC Campaign Builder

Starting a new PPC campaign means a fresh start and a new opportunity to attract customers and reach your current marketing objectives. Whether it is your first PPC campaign or your tenth, it can be a daunting task.

In order for success to occur, a lot of time and effort has to go into the online ad campaign from beginning to end. Marketers need to look for shortcuts in the process so they can spend less time and energy building their campaign and more time optimizing it for greater success.

This discussion will explore the steps that PPC managers need to take to build a PPC campaign on the Search Network, as well as PPC campaign builder tools that can facilitate the process and ultimately create a better overall strategy for online advertising.

The Steps Of Search Network Campaign Building

On the Search Network, a PPC campaign builder needs to follow four vital pillars, or steps, to generate a successful end-product.

These steps are:

1. Keyword Research: Not only the most important step, but also the most time-consuming. Keywords are the bread and butter of successful marketing on the Google Search Network.
2. Ad Groups Structuring: Once you have a thorough list of keywords, you need to organize them into logical ad groups. This can also be a challenging and tedious process.
3. Negative List Creation: Some keywords may relate to your industry, but not your business. You need to put these keywords on a negative list.
4. Competitors List: Finally, you have to consider the value of branded keywords, particularly your competitors’ brands.

Once you’ve completed these four steps, you’re set to create the campaign in Google Ads and begin capitalizing on your target keywords.

Step 1: Exploring Keywords And Finding Your Niche

At the heart of keyword research is understanding how and what search users are looking for. You can start by examining the most popular topics related to your business. Popular searches are always a great foundation for building your PPC campaign.

The goal is to take these broad subjects and narrow them down into specific searches. For example, a bakery may take the topic of “cakes” and find keyword phrases like “best wedding cakes,” “custom birthday cakes,” “cake bakeries nearby,” etc.

Ideally, your keyword research will create a long list of topics and keywords that your business can capitalize on in the PPC market. Over time, you’ll refine your list and identify the most valuable search terms for your business.

In PPC, this is referred to as the 80-20 rule, or the Pareto Principle, which states that the majority of your results are created through a small portion of your keywords. Simply put, 80% of your PPC gains will come from only 20% of your keywords.

Step 2: Creating Ad Groups

With your extensive list of keywords and topics in hand, the next step for a PPC campaign builder is to organize the list into ad groups. Ad groups are used to organize your keywords into similar collections or by themes.

Ad groups allow you to use the same ad content with different keywords. As long as those keywords are closely related, this tactic means marketers have to create fewer unique ad messages.

That said, organizing your keywords, especially when working with an exceptionally long list, can be a tedious process. You may reach the end of the process with a list of outlier keywords that just don’t fit into any existing ad groups.

Step 3: Removing Negative Keywords

As you analyze topics and keywords related to your business, you’ll come across terms that, while valuable in terms of search volume, don’t pertain to your specific business. These terms need to be avoided by adding them to your negative keyword list.

Why do irrelevant terms need to be avoided? First and foremost, they can waste your valuable ad budget. Plus, search terms that don’t pertain to your business won’t provide good returns through PPC ads.

Potential customers will discover that you aren’t the fit they need and then return to the SERPs. In turn, this will hurt your quality score and make it harder for your ads to perform in searches that do relate to your business and its products/services.

One of the cornerstones to successful marketing is carving out your unique niche. You don’t want irrelevant keywords to distract your company from its identity.

Step 4: Competitors And Branded Keywords

Similar to irrelevant keywords, branded searches can also distract a business from its PPC goals. As you perform your topic and keyword research, you’ll likely come across many of these search queries.

In most cases, you should ignore branded keywords, especially when they are for your competitors. If it is a brand of products that your business carries, then it may be valuable to build a PPC campaign around company-related search terms.

A PPC Campaign Builder For Faster, Better PPC Strategies

The common thread in each step of the PPC campaign building process is time. Researching keywords, creating a list of relevant, non-branded searches and then organizing your list into logical ad groups is a time-intensive task.

PPCexpo Quick Campaign Builder is a PPC campaign builder designed to make topic analysis and keyword organization fast and efficient.

You search your business by niche or URL and the tool immediately creates a list of popular and related search topics. Marketers can then choose the topics to explore further, as well as the topics that belong on the negative keyword list. The tool even suggests potential ad groups!

Once you’ve combed each topic presented by the PPC campaign builder and reviewed possible ad group structures, you can export the data and begin using it in your next Google Ads campaign.

The goal of this tool is to give marketers a chance to spend less time building their campaigns and more time optimizing and making smart adjustments to improve their PPC efforts.

Again, it’s the concept of the 80-20 rule. You want to focus the bulk of your time and resources on the tasks that provide the biggest returns. The Quick Campaign Builder achieves this and is entirely free to use.