PPC campaigns cannot run themselves. Even though platforms like AdWords are trying hard to change this by introducing more and more new features in the field of automation, managing PPC still requires a flesh-and-blood ‘click specialist’. At AITOM, Jakub looks after the PPC campaigns – he’s the joker with the longest hair among our marketers. Let’s take a look together at where his work begins!
Where does work on PPC campaigns begin?
Does the client want to use paid advertising on Seznam or Google, or ideally on both search engines? Jakub’s first step is to carry out a keyword analysis, which he creates using the Keyword Planner in Google AdWords
and Keyword Suggestions in Sklik
. Thanks to the keyword analysis
, the client can see how people search online, which keywords are most frequently searched for in relation to their industry, and what the competition is like for those keywords.
An important step is setting up negative keywords; after all, we don’t want to pay Google and Seznam for accidental clicks. Here’s one example:
On the e-shop levnemapy.cz, we sell maps and globes. The catch is that ‘Globus’ is also a retail chain, so we exclude this word to ensure that people searching for the Globus shop do not end up on our site and we do not pay Google or Seznam for these stray visitors. That is why we prefer to choose more specific terms such as ‘illuminated globe’, ‘world globe’ or ‘geographical globe’, so that the ad is as relevant as possible.
The PPC specialist as both tactician and psychologist
Another task of the PPC specialist is setting the campaign budget correctly, playing with words, monitoring campaign progress, testing adverts
and, in the event of failure, subsequently changing tactics. So what should a ‘click specialist’
be like? Above all, a tactician, a playwright, a psychologist
. They must be able to empathise with potential customers sitting behind a screen, ready to search for their goods, services or information.
Here in the Czech Republic, we have one major advantage: in addition to Google, we also have our own Seznam. This opens up greater possibilities for PPC specialists. Does Jakub see any fundamental difference between AdWords and Sklik? „Definitely; every system has its own specific features. For example, Seznam Sklik’s campaign management can show you all the search terms users entered that triggered your adverts, whereas Google’s AdWords system only shows you what it deems appropriate. Furthermore, AdWords reports do not contain 100% of all search terms.“
The work of a PPC specialist touches on all areas of online marketing. For example, keyword analysis helps both PPC specialists and other online marketers; for a copywriter, it serves as the perfect guide for creating website content and so-called landing pages. These serve not only as landing pages for PPC campaigns but are also essential for your SEO, as they attract customers via precisely targeted keywords. This means there is a much higher chance that a customer will order your products. PPC campaigns are great for kick-starting your online business and attracting new customers, so be sure not to overlook them!
Read the previous instalment: My Name is Copywriter: Part VII.