PPC with Brett

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All you need to know about PPC

Show your PPC Ads on the iPad

With Apple’s release of the iPad and the 300,000 sold on the first day you might want to consider showing your PPC Ads on this new device.

ppc ads on ipad

Here’s how to make sure your PPC ads are showing in the new iPad.

1) Login to your Adwords Account

2) Click on the Settings tab

3) Under “Networks and Devices” select “Let me choose…”

4) Make sure to check “All mobile devices”

adwords-all-mobile-devices

The only downside is that you are also having to show your Ads on all mobile devices so make sure you website is compatible.  Google is working hard to fix this so you can target only the iPad.

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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…

General

  • 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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