Pay-per-click (PPC) ad campaigns are nuanced, and the advertisements’ quality scores have a big impact on the cost-per-click and the effectiveness of the campaign overall, says Erica Slesinger, Autoshop Solutions PPC team lead and specialist.
Slesinger outlines four key elements to keep in mind when it comes to creating a PPC campaign:
Adding call extensions and/or call-only ads to your PPC campaign is a great way to capture potential customers searching on a mobile device. Slesinger says that when a call extension shows with a shop’s ad, people can see the phone number on a device that is able to make the call. If the boss sets up a call-only campaign then then every click would result in a call to the shop.
Landing pages should have a strong call to action. An example of this could be a phone number placed prominently on the page with a message near it saying, “Call Now,”she says. It is important to keep the content on the page related to the content in the ad.
While there’s not a maximum number of keywords, it is best to split up keywords and group them into relevant ad groups. Grouping keywords reinforces that the ad copy is tailored to each service or product the business is offering. Google recommends having 5 to 20 keywords in each ad group.
- The ad’s quality score depends on factors like click-through-rate, relevance of ad copy and keywords in relation to the ad group. A higher quality score makes the ad more likely to appear at the top of the page and also leads to a lower cost per click.