Google Ads - Getting Back to the Basics

If you do just one thing today, my hope is that when you lie down tonight, you can say that you have learned something. Even if you have been a professional PPC campaigner for a long time or you are just starting to run your own account, there are lessons that can be learned each day. The truth is that you have to work at it, and this is what separates winners from losers, successful campaigns from also-rans.

Set Realistic Expectations

If you are beginning to work with a new account, then it is important to set expectations. If you are part of a bigger team, then chances are that other members of your team have oversold what you can deliver, so the first step is to set realistic expectations about how long it will take to be successful. Setting realistic goals requires you to know what you are measuring and why. Often when you start a new campaign then you will find holes in the PPC benchmarks. Get them corrected, and impress the client very quickly. Some possible goals include:

  • The Google Ads campaign will generate X new sales per month
  • The Google Ads campaign will generate X new conversions
  • The cost per Google Ads conversion will be below X

Educate the Client

When you are beginning to work with a new client, make sure that you spend some time educating the client. While you may know all the technical language for what you do, chances are that the customer will not. Be able to explain what you do in terms that they understand. Make sure to check up a relationship with the client where they are comfortable asking you any questions that they may have. Do not be afraid to listen to the client, because often they have some great ideas that they want to share with you.

Warn About the Pitfalls

No matter how careful you are with your work, Google can be finicky. Therefore, it is a good idea to make sure to educate your client about the pitfalls of PPC campaigns. It is best to do this very early, but by all means do it the first time that it happens to one of your client’s campaigns. While this conversation embarrasses some PPC campaigners, it should not, because your client will trust you even more since you have kept them in the loop.

Plan Your Work and Work Your Plan

It is important that you have a basic structure in place that you follow with every campaign. While it is never wrong to be creative, make sure that you cover the basics.

  • Finalize ad format
  • Target the audience
  • Be creative while maintaining a clear call to action
  • Monitor the budget
  • Measure
  • Share with the client

Consider the Whole Picture

While you may only have control of the PPC campaign, it may be necessary to consider the whole picture. You may need to encourage the client to make small changes to their websites to achieve the results that you want to achieve. Make sure to examine the website for:

  • Page layout
  • Browser compatibility
  • Navigation
  • Colors and graphics
  • Content presentation
  • Functionality
  • Accessibility

Get Outside Your Comfort Zone

Many times the PPC campaigner works all day without much interaction with other people. Therefore, this person often gets the feeling that they are the most important person alive. If you have fallen into this believe, then get over yourself! Get out of your comfort zone, and do something truly amazing. If you do not, then your competition will, and they will likely steal your customer away from you.


This week's Click Tip provided by:

Paul Smith
Pay Per Click Consultant

Click Tip - Archive

Pay Per Click Information & Resources
  • - Affiliate directory and resource center offering a huge range of web affiliate programs and affiliate information.
  • - PPC Management Services.