If you have every used Google AdWords to run PPC advertising campaigns, you have noticed that Google AdWords has a very user friendly and intuitive PPC management interface. You can basically set up an AdWords account and send your marketing campaign live in a matter of hours if not minutes.

However, running Google AdWords campaigns are deceptively easy. Even though it is easy to setup and run a campaign, it’s not as easy to run a successful campaign.

Working as an AdWords Consultant and managing PPC campaigns for over 100 web properties, I should say no two accounts are exactly the same. Each pay per click campaign is different and needs specific strategies and tactics. However, if you use the right methodology, you can increase your chances of winning results with Google.

Running a successful Google AdWords campaign starts with understanding your objectives, setting KPIs for success (e.g., conversion rate, page view/visit, cost/sales), conducting keyword research (using paid or free keyword research tools), segmenting keywords into various Ad Groups, writing multiple targeted Ad Copies and sending traffic to the most relevant landing pages.

Even though it is crucial in the success of your campaign, setting up the AdWords account is just the first step. The secret to run a successful PPC campaign that meets your objectives and generates great ROI is the ongoing management of PPC bids, A/B testing of ad copies and landing pages, expanding or eliminating keywords, adding negative keywords and measuring visitors’ behaviour on your site using Web Analytics applications such as Google Analytics.

The principles are simple; however, if you are not a Google AdWords expert, I would highly recommend consulting with a Google AdWords Qualified Professional. A consultant can help you prevent wasting your advertising dollars and make best of your marketing campaigns.

Nima Asrar Haghighi, Search Engine Marketing Consultant

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