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Simplify Your PPC Management With These Five Tips

PPC campaign management is a tough job — but there are a few things you can do to simplify the process and make it easier on everyone.

Clean Up Your Ad Groups
It might seem at first that throwing all if your keywords and ads into one massive ad-group is going to be easier to manage — but that’s not the case. If you take the time up front to create several (dozen?) tightly-focused ad groups, each with a few highly-relevant keywords, ads targeted toward a specific market segment, and landing pages that match the ads, you’ll find that the amount of work you have to put in on the back end is significantly smaller. You’ll also see your Quality Scores rise, which is huge!

Make Bulk Changes
Using campaign-level tools like Google’s AdWords Editor, you can change bid prices on dozens or hundreds of keywords at a time, or change which landing pages your ads are pointing to all at once. Because they work offline and then connect once to make all of your changes simultaneously, they don’t have any issues with network latency and they don’t end up with the occasional user getting stuck ‘mid change’.

Use Negative Keywords
Negative keywords are every PPC management firm’s best friend. There’s no point in having your ads show to people who type “free” or “info” or some other tire-kicker giveaway into the search engine. It not only reduces the amount of profitless clicks you pay for, but it also simplifies the campaign data analysis down the road by reducing statistical “noise”.

Dynamic Keyword Insertion Is Your Friend
Dynamic Keyword Insertion is the art of writing ads with variables in them — ads that will fill in the variable with the user’s exact search term when the ad comes up. They’ll see that the ad has their exact search term included and bolded in the copy, which will improve your clickthrough rate as well as your Quality Score. Cleverly used, it can also allow you write significantly few ads. Just switch from broad-match to exact-match, or you’re likely to end up writing ads that don’t make sense at all in context.

Use Ad Scheduling to Turn Off Your Campaign at Night
Ad Scheduling allows you to only run your ads during particular times of day or days of the week. If your data analysis has shown that the majority of your conversions come in particular parts of the day or week, you can simply only run your ads during the most profitable times.