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Ad settings are like any other technological tool or website where users have options for how they want the tool to function. In a PPC (pay-per-click) campaign, the content of an ad is very important, but it is also crucial that the ad appear at the right time and in the optimum places. Granted, placement can be a complex process that includes ad content, keywords and quality score. However, service providers also give firms some control over the ad settings so that the ad can be targeted with intent.

When setting up an ad for your PPC campaign, there are a number of categories to address. Each service provider has different constructs, but they all have various items that require particular decisions. For example, in Google AdWords your firm must select its budget, which is the amount that you want to spend on an ad over a period of time. There is also the CPC (cost per click) that your organization wants to spend each time the ad is clicked.

Other settings include keywords and negative keywords that will help attract users who put particular words and phrases into a search engine. In most cases, service providers recommend that firms focus their keywords so potential customers see ads specifically related to their searches. Ad settings can also include geographic considerations, as firms can target their ads to particular areas, such as an ad for Norman family attorneys.

As noted by Amy Hoffman in “To Optimize or Not to Optimize, Google’s New Ad Settings,” companies like Google also offer other options in ad settings. In this case, Google AdWords provides firms with the opportunity to have ads displayed based on their conversion rate. This can be advantageous for ads that are doing well, but users must understand the actual settings so that all ads still rotate and have an opportunity to be viewed. This is especially true for new ads that will not have good conversion rates initially and may be overlooked by Google’s selection criteria.

Once you have your campaign set up and have been running ads for a little while, it may be time to consider expanding your keyword selection. We’ll discuss the best ways to expand your keyword list in Day 17 of PPC in 30 Days.

To attract clients, you must write an ad that is both accurate and engaging.

Ad writing is a crucial aspect of a PPC (pay-per-click) campaign just as words are a very powerful aspect of marketing. While consumers may respond to color, graphics and imagery in a fast-paced society, words remain a powerful communications tool for firms that want to connect with potential customers. Therefore, ad writing is a process that should be addressed with great attention to detail so that headlines and ad copy carry a clear message to the customer.

Before writing ads, firms must decide what message they are actually trying to convey. Ads can communicate a variety of different thoughts and ideas. In the article “How to Write Headlines That Work,” author Brian Clark notes that some ads are direct and to the point, while others are more subtle in their message. In some cases, ads may attempt to spark curiosity or pose a question that a customer is hopefully interested in having answered. Some ads offer the first step on how to solve a practical problem, while others connect a message to a testimonial.

Ad writing is a science, but it is also an art form. Your firms must test words and phrases in order to assess their effectiveness with your targeted audience. Think about this: Do your clients usually say you are Orange County injury attorneys or do they describe you in another way? What terminology is used?

Ads should be accurate and well written from a standpoint of spelling and grammar. The ad must also be interesting enough for the consumer to take action. When it comes to PPC ads, marketers must remember that the ads are often very short. This means that each word should be scrutinized so that the ad is focused and targeted appropriately to a group of users.

Firms should make sure that they do not make claims that cannot be met, but they should also avoid safe writing that does not solicit any interest from the user. Before placing ads, it is important to discuss content with various constituencies, including co-workers and even a few trusted clients. They can help you determine the direction you want your ad copy to take.

Ready to put your ads online? Part 16 of PPC in 30 Days discusses ad settings online.

Identifying negative keywords is a crucial part of building a PPC campaign.

In a pay-per-click (PPC) campaign, firms obviously want users to find their ads and click on them because of an interest in the product or service. The challenge is that the Internet is vast, and ads are not like traditional forms of media that are put in very specific places. If users type in negative keywords that were not considered by the firm, the ad may appear in front of a consumer that did not intend to search for that product or service.

Because ads will come up based on keywords—if you search for a Kentucky mesothelioma attorney the results you receive will target that phrase—it is important that ads do not come up with the wrong search variables. These are referred to as negative keywords, and marketers come up with lists of these words so that ads are not posted for consumers who will have little interest in that organization. Inputting negative keywords prevents the ad from posting when those words are selected.

Coming up with keywords can be done through a wide variety of methodologies. In the article “7 Tips For Finding & Expanding Your Negative Keywords,” Dave Davis suggests that keywords can often be found in the performance reports of particular ads. In addition, negative keywords can be compiled through meetings with co-workers or by surveying specific clients.

Certain words are more obvious than others and will be easy for you to identify on your own. To find all the negative keywords that may cause your ad to display when it should not, you may need to think creatively or use some technological tools. However, in some cases, referring to a thesaurus or thinking through industry culture and language may accomplish the task of creating a negative keyword list.

Once a list of negative keywords is generated, professionals can insert those words into the ads themselves. Various service providers have different protocols for inserting keywords, but the ability to add keywords is typically included in the general editing tools. For example, Google allows firms to add, edit, delete or even export lists of negative keywords.

Now that you know how to identify and insert negative keywords as needed, it is time to start writing your ad. PPC in 30 Days continues soon with basic information about ad writing for PPC campaigns.

An ad group is something that contains various ads that are used in a PPC (pay-per-click) campaign. In many campaigns, marketers will create more than one ad, and the ad group is a way to organize various ad types by theme and keyword. The reason for creating more than one ad is so various products and services can be highlighted and targeted to specific groups and collections of potential clients.

As Dave Davis notes in “Take the Guesswork Out of PPC Campaign Setup,” there is wisdom in starting with one ad and one ad group. This will not be the final product, but it is a place to start and it allows your law firm to gather data in one location. After that, individual ads and separate ad groups can be created based on products, services and themes. Ads should be specific, direct and supported by relevant keywords so that the cost of the ad can be minimized. For example, creating an ad for a Cincinnati injury lawyer as opposed to a general practice lawyer is much more direct. Such an ad will not leave a prospective client wondering what, exactly, your law firm does.

Creating various ads and ad groups does take more work, and it can be tempting to summarize and limit the number of ads. However, marketing is often about focused communications. Jennifer Laycock’s article “Five Common Paid Search Mistakes That Can Sink Your Campaign” eloquently points out that trying to fit too many products and keywords into one ad can be confusing for the customer and it can end up costing your firm a lot of money. Service providers that charge for clicks have a vested interest in focused ads that generate consumer interest. Therefore, ads that are too broad will cost firms more and reduce effectiveness.

The ads themselves should be clear, concise and easy to read. Marketers should make sure that the ads are free of spelling and grammar errors, and prompt the user to take action. The goal of the ad is not just to provide semi-interesting information, but also to solicit interest in immediately pursing a product or service.

Check back soon for Day 14 of our series, which discusses how negative keywords can result in your ad appearing as a result of undesirable or inaccurate search terms.

You must first know your ad and its targeted topic to understand minimum bids.

A PPC (pay-per-click) campaign allows a firm to create and place ads in specific places on the Internet so the ads will hopefully interest potential clients. When creating a PPC campaign, various sites will charge fees to organizations based on the composition of the ad that is placed. Understanding minimum bids is important because firms will typically want to monitor their advertising budget and avoid paying a lot of money for ads that are not generating traffic.

Understanding minimum bids starts with knowing the ad itself. Various Internet service providers will charge different amounts for their ads, but they do have similar protocols. In essence, a minimum bid is the lowest amount that a firm will pay for their ad to be clicked by a user. The service provider may dictate a pricing structure, but the firm can also work to minimize their cost.

As noted in “Minimum Bid—Learn About AdWords Minimum Bids,” firms must control various factors so the organization’s Quality Score is impacted in a positive way. The Quality Score is directly related to the minimum bid, and is influenced by click-through rate, the relevancy of keywords in Ad Groups, the appropriateness of ad text as it relates to the rest of the ad, and the material on the landing page. The search engine will evaluate these factors and present firms with a potential cost for running the ad.

What firms must keep in mind is that search engines want organizations to create good ads that will interest potential clients. Since firms will often pay for each click, it is in the best interest of Google and other providers to help professionals create ads that are focused and relevant to their products and services, such as an ad for a DuPage County foreclosure attorney. Therefore, ads that are too broad or try to solicit customers through popular but unrelated keywords will cost the firm more in terms of the minimum bid. In addition, they will not necessarily draw the desired traffic.

Interested in having multiple ads to target different aspects of your legal practice? Day 13 of PPC in 30 Days covers creating adgroups and ads.

Understanding cost-per-click (CPC) is important to lawyers who wish to monitor their budgets.

A pay-per-click (PPC) campaign is built on Internet advertising that attempts to connect potential customers with firms that want to earn their business. Given the amount of user traffic on the Internet, marketers have worked very hard to put as many ads in front of people as possible. The placement of ads does not guarantee eventual business, but it does expose potential clients to various options when they conduct Internet searches. Firms that want to use a PPC campaign should understand the costs, and more specifically the idea of cost-per-click (CPC).

When setting up a PPC campaign, it is important to understand the difference between impressions and click-throughs. As noted in the article “Learn About Banner Ads and Click-Throughs,” an impression is essentially an ad that is seen by the consumer when they navigate to a website. In contrast, a click-through is when the user actually clicks on an ad for a Lakeland criminal attorney and is then taken to the firm’s website. This is what advertisers ideally want. Seeing an ad may trigger a future sale, but clicking on an actual ad signals that a potential client may be ready to take action.

Pricing structures vary between websites, but CPC is typically built on a model that charges organizations for each click that is made by a potential client on an ad. This is a good way for firms to conduct advertising because costs are minimal if no one clicks on their ad. Granted, this may be a negative outcome, but it is a better fiscal situation than other high-cost advertising that may or may not be noticed but still requires up-front funding.

Firms do not need to establish a budget when using a CPC structure. While a large number of clicks is potentially beneficial for the organization, it can quickly result in a high cost. Therefore, firms will need to constantly evaluate their ad so they are able to make adjustments and stick to their budget.

Day 12 of PPC in 30 Days talks more about budgets and explains what minimum bids are in a PPC campaign.

The Internet has a global reach, but people are still more comfortable with geographic searches.

Marketing with a PPC (pay-per-click) campaign is not just about creating ads and hoping that the Internet will somehow facilitate a meaningful connection with a variety of new clients. Rather, marketing is still about identifying a viable group of potential customers, and creating a campaign that will target a particular audience. The creation of ads is one part of the process, but placing those ads in certain locations is also important.

Various websites such as Google will allow firms to customize their ads and put them in particular places so specific people will see them. For example, Igor Mordkovich notes in “17 Most Common PPC Mistakes Web Marketers Make” that many potential customers still like to use a local organization. The Internet may provide people with the opportunity to connect with firms around the world, but many individuals still feel more comfortable within certain geographic confines and are more likely to use a search phrase like “Madison divorce lawyers” if they need an attorney in their area. Firms can also target individuals by language, which can be particularly helpful if organizations wish to reach out to different client groups.

Obviously, firms must be flexible with their marketing. When a PPC campaign is launched, professionals may find a group that was previously not considered may respond to ads. There may be a desire to restrict a list of customers to a certain clientele, but this does not mean firms should avoid new markets and opportunities.

Ultimately, each firm must decide on their target audience. Organizations have to be careful that they do not attempt to promise products or services that they cannot deliver. The challenge with Internet responses are that potential clients may send in a wide variety of inquires and it may be tempting to answer all queries with a positive response. However, the ad and the response should still reflect the true nature of the firm. Otherwise, a negative online reputation can quickly develop.

Moving on from setting up your campaign structure and selecting a target audience, Day 11 of PPC in 30 Days reviews what you need to understand about cost per click in your PPC campaign.

Now that you have your AdWords account and you’ve set up your AdWords search campaign, it is time to take a closer look at setting up an AdWords Display Network campaign as part of your pay-per-click (PPC) campaign.

The AdWords Display Network campaign, previously known as the Content Network, allows the user to place assembled ads in specific locations during PPC campaigns. This provides the opportunity to connect with a wide variety of users. This campaign setup is similar to an AdWords Search Network campaign, but differs in terms of ad locations. This campaign uses more of the partner sites connected with the Google network, rather than Internet standard searches through Google.

The Display Network campaign is designed to use sites that have a relationship with Google, such as YouTube. According to “What are the Benefits of the Display Network?” the Display Network can reach more than 70% of Internet users. Google states that if firms do not see results, they may reduce the cost of bids for various sites.

The creation of a Display Network campaign is accomplished by selecting this option during the setup process. It is important that firms differentiate this from the Search Network campaign option, as it may be more strategic to put varied content into the different Google tools. As with other PPC campaign tools, firms needs to set their budget so that an appropriate number of ads can be run over a period of time instead of saturating the market with Riverside divorce attorney advertisements all at once and exhausting their budget at the beginning of their campaign.

Once ads are created through the Display Network, it is important that a firm takes steps to track where the ads were placed and how they performed. The Google tool can provide professionals with this information so that each campaign can be measured for effectiveness.

In Day 10 of PPC in 30 Days, we’ll review how to best target your audience through pay-per-click ad settings.