Optimising PPC Account Settings

Pay per click (PPC) campaigns can be tricky if you are new to online marketing so this article will attempt to guide you through the account settings.

After creating a campaign and posting it from the Adwords Editor, the next step is to go into each campaign and click on 'Settings'.

The default options are usually acceptable to get an account started but be aware of 'Networks, devices and extensions' as this can dictate how the budget is spent and where the adverts will be distributed.

It is not recommended for both the Search and Content networks to be switched on at the start as the two distribution methods are very different

Create a separate campaign specifically for the Content Network and opt out of the Search Network if you want to use the feature.

'Ad delivery' is the next setting to check in the Advanced Settings section. 'Rotate' gives you the opportunity to split test your adverts properly. You should have two competing adverts in each ad group to discover which one is most effective.

The 'Optimise' setting will allow Google to display the advert it considers best more frequently, however, the clickthrough rate is not the only guide of a successful ad so you may want to choose 'Rotate'.

You can switch your advert campaign off at certain times in the day with 'Ad scheduling' as this will focus your budget more effectively.

The advanced option enabless campaign bids to be raised or lowered. This is recommended if your customer base is likely to be online at specific times.

The 'Audience' setting enables you to choose what language your advert is displayed in. This is only useful for businesses who sell their product or services internationally.

The location targeting lets you select the specific area that you want to advertise in. You can distribute your ads within a certain distance of where you are based.

You can create campaigns and target your ads at different areas if you operate in a number of locations.

Now that this section of the PPC campaign is complete, you will need to measure its success by analysing resulting data.

PPC is great to help a website appear on the first page of Google in the short-term but the ultimate goal is to rank highly in organic search results for its desired keywords.

Research has revealed that over 80 per cent of commercial purchases are from organic results in comparison to paid results, which equates to a large majority of all potential business.


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