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How to Plan a PPC Campaign

Whether you decide to embark on a pay-per-click (PPC) advertising campaign to add an extra string to your digital marketing bow, or because you want to use it as an alternative keyword research tool in today’s world of keyword (not provided), the ability to plan and manage your campaign holds the key to whether you achieve your objectives.

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What is Google Keyword Planner?

Google Keyword Planner was launched in May 2013. This tool was developed so Google’s old Keyword Tool and Traffic Estimator could be ‘retired.’ One of the main reasons Google developed Keyword Planner was because many SEO’s and businesses had given them feedback relating to the use of two tools. Google Keyword Planner is a combination of the two tools, meaning you can conduct your keyword and PPC research easier than before.

Using Google Keyword Planner

Getting to grips with Google Keyword Planner is easy; the keyword search functions are the same as they were in Keyword Tool. One of the big differences is the introduction of a function that allows you to combine keywords to come up with new keyword lists, potentially enabling for more specific targeting of certain words.

Another welcome addition was the ability to target keywords by more specific geographic locations. Instead of just searching by country, you can now search by a specific region or city, perfect for anyone pursuing local SEO goals.

Your Keyword “Shopping Cart”

Once you have chosen your keywords, you can add them into the “plan” function, which is essentially your shopping cart where you can review and make decisions based on your keywords. This is a brilliant overview enabling you to compare cost per click and various other metrics so you can be sure of targeting the keywords likely to drive the best performance.

Keyword Performance Estimates

When you are looking at your plan, you will also be presented with a graph that tracks the potential performance of your keywords against how much you bid for each ad. If you are approaching an advertising campaign with return on investment in mind, as you should be, then you need to pay close attention to what these graphs are telling you.

For example, paying $2 per click for 5 clicks per day might seem worth it, but could you pay more for a higher estimated number of clicks to drive revenues further? At this point, you will need to consider how good your website is at converting these clicks, as well as how relevant the keywords are that you are looking at.

Logging In to Google Keyword Planner

Access to Google Keyword Planner is through your Google AdWords account, which is easy to set up if you don’t already have one. Once you’re in, you’ll have access to an exciting range of features that can take your search marketing to the next level.

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Posted · Nov 12, 2013
Categories · Keyword Analysis.
Related Articles · How to Plan a PPC Campaign. Can My Local SEO Campaign Target Multiple Locations?. How is Google Keyword Planner Different to Google’s Keyword Tool?. How valuable is a First Page Google Ranking?. How do Keywords Evolve Through Time?. Should You Target Misspelled Keywords for SEO?. How to Complete Keyword Competitor Analysis.

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