Web Ecommerce Solutions

    

Using "Search Terms" to Improve PPC Campaign Management

PPC campaign management is often times are tricky undertaking for many advertisers. The Google AdWords PPC advertising platform is requires some degree of familiarity to know how to make proper executions. As a result, many marketers fail to manage profitable PPC campaigns.

Trying to manage a PPC advertising campaign on Google AdWords demands the right knowledge on how to use the right tools to properly set-up and manage a PPC campaign. In this blog post, I am going to share with a powerful tool to help you with you PPC campaign management efforts.

Search Terms in AdWords for PPC Campaign Optimization

There's a highly powerful tool in AdWords that can reveal a wealth of insights. It is called "Search Terms" and it is found under the Dimensions tab in the AdWords interface.

PPC Campaign Management 1

Under Search Terms, PPC campaign managers can view the exact keywords that are being used to trigger their ads. This information can offer a lot of great information and data. For some individuals offering PPC campaign management services, Search Terms is their go-to source to optimize their PPC campaigns.

For example, observe the image below of a troublesome PPC campaign. In this ad group, the PPC campaign manager is only selling Ghel parts and components, not actual Ghel skid steers.

PPC Campaign Management 2

Based on the information given by Search Terms, we can conclude that keyword bidding techniques that are being used are resulting in unwanted impressions and clicks throughs. As a result, these bidding tactics are wasting budget.

To optimize this PPC campaign for better performance, we will use more exact match bidding strategies to avoid these problems.

Other Insights for PPC Campaign Management

Taking advantage of Search Terms is one of the best resources for PPC campaign management. Another way you can leverage the information offered by Search Terms is for negative keyword research.

For instance, if pinpoint keywords that we clearly do not want triggering our ads (e.g. "free," "tutorials," "cheap") we can include these unwanted keyword variations in the negative keyword list (which is located just below the targeted keyword list in the AdWords interface.

Learn more about how to use AdWords and maximize you company's web presence with PPC campaign management by staying in-tune with the Web Ecommerce Solutions blog.

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