1. Always Install Conversion Tracking
Always, always, always install conversion tracking. Even if your goal for a specific campaign is branding, conversion tracking gives you another metric to measure the effectiveness of your keywords besides CTR. If you are a local business, you don’t want to set up call tracking, or you are just doing it for branding, try and use an event such as time on page.
2. Never Send PPC Traffic to Your Home Page
This is a mistake that is a shockingly big waste of money. Assuming your website is more than just a one-pager dedicated to a single conversion action, you probably have specific pages for specific actions. Send your visitors as far down the conversion funnel as you possibly can.
3. Never Bid More Than Your Conversion Rate
Just because you have the budget to bid more on a certain keyword doesn’t mean you should.Always bid with a few things in mind: conversion rate, value per customer, and desired ROI. Here’s an example that will hopefully make this clear- I have a landing page that converts at 2%, the average customer is worth $100 of profit to me, and I want a 10% profit margin.
From the example:
So if those were your statistics you shouldn’t pay more than $1.80 for any keyword until it converts better than two percent.
4. Always Separate Display & Search
Whenever you are setting up an account, if you have a budget for both display & search, always make sure they are completely separate campaigns. There are several reasons. The two big ones in my mind being that they are going to perform completely differently, and the second is keywords work in different ways. In search you are picking which keywords will trigger your ads, in display you are creating a theme for your ads or more information on that see what Google has to say about it.
5. Extensions are Your Friends
Google is constantly trying to improve the search experience. These improvements include offering more information in ads. Whenever you get a chance you should try to include extensions in your ads. The whole purpose behind extensions is to make your ad more relevant and increase CTR. Check out this series of posts from PPCHero for implementation.
6. Negative Keywords are Your Friends
Nobody likes paying for irrelevant clicks. Unless your entire account is exact match keywords, you need negative keywords. Negative keywords are the keywords you don’t want to pay for. You can add them at the ad group or campaign level. Some popular negative keywords are “free” “cheap”. Make sure they are in your account.
7. At Least Log In To Your Account Once A Day
You don’t have to be constantly optimizing, but pick a time of day & get in your account for at least a few minutes every day. This will allow you to catch potential errors, notice trends, and avert crisis. People who set and forget their AdWords accounts often fail to make any money on them.
8. Your Ad Should Always Have a Call To Action
Searchers shouldn’t have to think too hard. Make sure all of your Ad Copies have CTA directing your potential customers to the next step. They can be simple or complex, but they should always be specific.
9. Set ROI Goals
If you don’t have goals when you begin your AdWords journey, you will not get the most out of it. Not only are setting desired ROIs part of the bidding equation, but they will also guide the rest of your business. Using ROI goals can help you focus on specific product categories over others, and will help you prioritize specific campaigns.