One mistake often made in a pay-per-click (PPC) campaign is with the initial setup of the campaign. Pay-per-click campaigns started with a solid foundation are most efficient. This foundation does not have to be elaborate; it does not need to have all the Ad Groups mapped out; it does not need to have every keyword you want to use.
To avoid this common mistake start with a key topic – a niche – to focus on; and one keyword that describes that niche. Use that niche and keyword to generate other subject related keywords. There are various tools on the internet to generate this list; simply search for ‘keyword tool’ on any search engine and you will find one.
Two key concepts for generating the keyword list:
1) Focus on your topic / niche – This is important, you need to stay focused and find relevant keywords. Relevant keywords will attract your target audience better than general keywords.
2) Ensure the keywords have a search volume that you are comfortable with. There will be many keywords available that will match your niche although some will not be worth using. Ask yourself how many monthly searches is correct for you. Do you want the keyword that has 70 searches a month? How about 700 or perhaps 7000? My recommendation is to use keywords with at least 1000 searches per month.
Once you have your list; develop your ads as they relate to your keywords. Ensure that you have relevant ads to your keywords and do not be afraid to have multiple Ad Groups. What you must avoid are generic ads in Ad Groups overloaded with keywords. The Ads need to be specific to attract the targeted customers; how specific is up to you. Do not be surprised if you end up with five or more Ad Groups and 30 or more keywords.
Starting out with one topic, one keyword and doing your keyword research can be done before you even log on to your campaign. This method will provide a solid foundation for your campaign and can be used repeatedly as your PPC campaign progresses. Using research before setup will allow your campaign to be up quickly. In addition, your campaign can be collecting data, and generating income while you fully develop the rest of the campaign.
The initial research and setup of a Pay-Per-Click campaign is important to its success. This step is often overlooked because of the drive for profits exceeds prudence.