Managing PPC campaigns takes hard work and a lot of planning, especially if you don’t have an SEO agency  on board to help. The process starts when you design and implement your PPC campaign but it doesn’t end when you get your first conversion. Whether it is driving more traffic, dropping the cost of conversions or adapting cross-country strategies, there’s plenty to learn about PPC and it can be a quite challenging process for beginners.

Create A Gmail Ad Campaign

Running Gmail Ads can be the most effective branding campaign you can run. Start by creating a new Display Network Campaign and decide what kind of domain targeting you want to try. Then, enter domains as keywords. Skip ad creation. From the ad group screen, click +Ad. Select Ad gallery and then select Gmail Ads.

Using Gmail Ads makes it easier for you to take a more direct approach to reaching your audience while maintaining a very low cost per click at the same time. Reaching people who are actively engaged with a brand simplifies the whole process of a standard targeting method like interests or keywords.

Use the Search Terms Report

Most people that are new to PPC fail at targeting the right keywords. That said, in most cases no matter how much time users spend on working on their ad copy, landing pages and offers, they don’t always achieve the expected results due to bringing in the wrong traffic.

It is important that you become familiar with the Search Terms report, you learn how to read and interpret the important data it provides and learn how to implement the info you receive. The Search Terms report shows search queries triggered one of your ads, together with data about impressions, cost and clicks.

Knowing how to interpret this information makes it easy for you to inform and refine your keyword strategy. If you notice that a search term is performing well, you can add it to your keyword list and optimise your ads a bit further so that your ads capture the additional targeted traffic. On the contrary, if a search term is bringing in irrelevant traffic, you can add it as a negative keyword so that your ads aren’t triggered for this term.

Ignoring what your negative keywords are or how to identify them can mean that you are not managing the (limited) funds you have for your Adwords campaign correctly and in the best way possible. And, at the same time, not paying attention to those gem search terms can really hinder your growth expectations.

Focus On Keywords With Low Organic Rank

In Google Analytics, if you have Search Console connected, you’ll be able to see organic queries along with clicks, CTR, impressions and organic rank. If your budget is limited and you’re looking for the best return possible, focusing on keywords with low organic rank is something you should definitely consider.

Look for keywords with a low CTR and poor Average Position as these are the ones you need to add into your paid campaigns at least until they start to rank better organically. Select all keywords with an organic position worse than 5 and you’ll have a great starting point.


POLARIS is a PPC and SEO agency, for a free audit or help and advice with your campaign contact

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