PPC with Brett


All you need to know about PPC

Adwords Campaign Settings (My Suggestions)

When setting up a new campaign there are some settings that need to be changed in order to get the most out of your money.  A lot of times these settings are ignored, or left on the defaults, and performance is affected.

Once your in your Campaign click on the “Settings” tab adwords campaign settings tab. You will be taken to the “Campaign Settings” screen(seen below)

adwords campaign settings screen

Lets work our way down and go over everything we can change…


  • Campaign name: Name your campaigns whatever you like, make it relevant and not too long.

adwords general settings

Locations, Languages, and Demographics

  • Locations: This is where you can set where you want your Ads to show.  This is very important for local business that only want to show in there state or city.  This can also be used if you figure out which location converts best for your campaign.  This can be setup by cities, metros, states or regions, zip codes, latitude/longitude, and custom shapes you draw on the map.
  • Languages: Here is where you set the language(s) that you want your Ads to show for.
  • Demographics:  This feature is only available if you a running in the content network.  Here you can choose the demographics for your Ads – Choose gender, age, income, etc.

adwords locations languages demographic settings

Networks, devices, and extensions

  • Networks (very important):  Here is where you setup where your Ads are going to show.  Your Ads can show on Google, on Google’s search partner sites, & on the content network.  By default all are selected, but this is a big mistake… you never want to run a campaign in all 3 together.  ALWAYS turn off the content network, if you want to run in the content network, duplicate the Campaign and turn off the search network and only run in the content.
  • Devices: This is where you choose what types of devices your Ads should show for.  Computers, laptops, iPhones & other mobile devices.  It all depends on your site but you are most likely going to want to only show on Computers & Laptops.  If you want to show on iPhones and other mobile devices make sure your website runs properly on these, otherwise you are just wasting money.  Of course “All Available Devices” is the default setting so make sure you change this if your website is not compatible with phones.
  • Ad extensions:  If you have a Google Merchant account this is where you can connect it to your Adwords account and enable Adwords Product Extensions

adwords networks devices extensions settings

Bidding and Budget

  • Bidding option: This is where you can set whether you want to run manual bidding or automatic bidding.  I ALWAYS do manual bidding, otherwise you are giving Google the go-ahead to spend your money however they want… not a smart approach in my opinion.
  • Budget: Here is where you can set your daily budget for this campaign.  Remember, just because you have a daily budget set, Google Adwords states Google may allow up to 20% more clicks in a day than your daily budget specifies. Over a given billing period, however, you’ll never be charged more than your daily budget allows.”
  • Position Preference, Delivery Method: I usually leave position preference off because I have found it not to be accurate, just edit your keyword bids to adjust to the position you would like to show in.  Delivery method lets you set whether you want your Ads to show 100% of the time until your daily budget is spent or whether you want your Ads to show evenly throughout the day.  I usually have it set to accelerate to show 100% of the time.

adwords bidding budget settings

Advanced settings

  • Schedule, Start Date, End Date, & Ad Scheduling:  Here you can setup your campaign to start & end on specific dates so you don’t have to manually start or stop them.  Also you can setup Ad Scheduling where you can select specific days and hours of the day you want your Ads to show.
  • Ad Delivery, Ad rotation, & frequency capping:  I like to always run 2 Ads per Adgroup.  This allows for A/B testing, after running for some time you can then evaluate your Ads and see which has the higher conversion rate.  You can then pause the under-performing Ad and create a new variation.  If you want to do a correct A/B test where 50% of the time the traffic is shown Ad A, and 50% of the traffic is shown Ad B, turn on “Rotate: Show ads more evenly”.  If you want Adwords to evaluate your Ads for you and show the better performing Ad more often then enable “Optimize: Show better performing ads more often

adwords advanced settings

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Adding Negative Keywords to your Adwords Campaign

1. Click on the “Opportunities” Tab adwords-opportunities-tab

2. In the left hand column under Tools click “More tools…”


3.  Click on “Edit Campaign Negative Keywords” – This is where you can manage your negative keywords which helps reduce wasted click on unwanted search terms.

adwords edit campaign negative keywords

4.  Select the campaign that you would like to add negative keywords to and click “Go”.

adwords campaign dropdown

5.  Enter the negative keywords that you would like to apply and click “Add Keywords”

adwords enter negative keywords

6.  Once you add your negative keywords you will see them show up below under the “Manage existing campaign negative keywords in (campaign)”

adwords manage existing negative keywords

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Find Adwords Search Phrases(Terms)

When running a campaign with Broad or Phrase match keywords you really need to monitor things closely if you care about your money at all.  Our good friends over at Google like to “guess” what search phrases we want to show for the keywords we bid on, and unfortunately, they aren’t always relevant.

Until recently you would have to go to the “Reports” tab to be able to run this custom report.  Now they’ve made it easier.

Here’s how to Find Search Phrases that are Triggering your Keywords and Ads…

1.  Click into the campaign and adgroup that contains the keyword(s) you would like to check.  I usually start out with the highest spending keyword, as this is what you are spending the majority of your money on.

2.  Click the checkbox next to the keyword(s)Adwords Keyword Checkbox

3.  Navigate to the “See Search Terms…” dropdown adwords see search terms dropdown

4.  Click on the dropdown  and select “Selected” if you have selected 1 or more keywords, or “All” if you want to see search phrases for all keywords adwords see search terms selected

5. You will then be taken to the “Search Term” report.  This will show you exactly what each person typed in to trigger your Ad for the specific keyword that you selected earlier.  See Adwords explanation below.

Your ads appeared when people searched on the terms below. These search terms were matched to your ads based on the keywords in your ad groups.
Note: Reports exclude keywords with no clicks. To ensure your report has data, first select a date range in which at least some of your keywords have clicks. Next, sort by clicks on the Keywords tab and select keywords that have received at least one click, or run this report for “All keywords.”

adwords search phrase report

6. Now you can select each search phrase by check the box next to it and either add it as a new keyword, or add it as a negative. In the example above, you can see the green and red boxes, this is where I added my negative keywords and new keywords. adwords add keyword negative

I’ve noticed there is usually a 2 day delay before you can see the data, so you can’t run a report for the day before.  Also I would do this exercise at least once a week, you will be amazed at the search phrases that you will see…

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Microsoft adCenter: Login with Windows Live ID

Recently I was trying to login to MSN Adcenter account using a Windows Live ID instead of the normal Username.  I’ve always used a username when using adCenter so trying to login with a Windows Live ID was very frustrating when I kept getting an error saying “The user name or password that you entered does not match our records. Please verify your sign-in information, and then try again.”

1. First navigate to the adCenter Login

2. Instead of entering your Login and Password, click on the “Sign In” below the login form where it says “Sign in to adCenter with your Windows Live ID (example555@hotmail.com).

microsoft adcenter-login

3.  Enter you Windows Live ID and password and viola…
Pretty simple, but if you don’t know where to look it can be annoying trying to find it.

One thing I also noticed is that once you navigate to the Windows Live ID login it will not go back to the regular adCenter login.  You will need to clear your cookies to get back.

Hope this helps,


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Pay Per Click(PPC) Rap

Learn the basics of Pay Per Click marketing with this awesome 2 minute rap!

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