For an online retailer, the job of creating and managing keywords and ads for all products, brands and categories manually is a time-consuming, error-prone job that usually results in search term bidding being out of sync with inventory. You use the PPC & SEO section to upload pre-built Campaigns, Ad Groups, Keywords and Text Adverts in a format suitable for the Google AdWords Editor.
You can build and structure Campaigns in a number of ways using the IRP but we recommend aligning your website or inventory with your paid search accounts. For example, using Brand-focused Campaigns that include Brands at an Ad Group level.
Basic strategies & recommendations
- Structure
Align your PPC accounts with your website structure and inventory (Brands & Categories).
- Keywords
Cover as many variations as possible. Use as many keyword types as is appropriate.
- Bidding
Measure Avg Position, Quality Score & CPA. Make adjustments when necessary.
- Ad Copy
Ensure that they are relevant and targeted. Include USPs and Calls To Action.
- Landing Pages
Ensure that the destination is relevant to the keyword. Try variations.
Application Settings for PPC
You can use the following Application Settings for PPC (these are located in the 'PPC' grouping):
- Enable PPC Expanded Ads: Check this box to enable expanded ads.
- PPC File Format: Select the format from the drop-down list.
- PPC Set Keyword File Row Limit: The maximum number of rows in a PPC Keywords File.
- PPC Set Regular Expression For Special Characters: The regular expression string of special characters that will be replaced by an empty string.
- Set Sitemap Url Limit: The maximum number of URLs to be added to each section of the XML Site Map generated by the IRP.
