Hi DP members, I’m a web consultant and I’m fairly new to the PPC world. I trying to come up with a methodology that I would be able to use in my future PPC mandates. I have the big line of what I think could be good but I don’t have the experience to criticize myself. I’m open to suggestion and this is what could be done: 1. The sit-down: First step is to sit with the client and make him talk, why does he need a PPC campaign, what are the objectives (sale, leads, information, etc) 2. The first list: Ask 3 to 5 people from the company to generate what they think could be a good keyword list. If they sell many type of products or they need leads on many things, made them create different list for each topic. Aggregate the lists in a master list. 3. The evaluation: Distribute the list to the participants and make them give a note on 5 (5 = +relevant) for each keyword. 4. The clean-up: Now start by deleting keywords that are irrelevant based on their evaluation. Then your turn, play with the keywords, Google search them, see what type of product is promoted with the same keywords. Use adwords tools to verify the price and the pertinence. Delete or add keyword as you go. 5. Ad groups: Once in possession of the clean list, create your ads. 6. The campaign: Start the real PPC campaign 7. The fine tuning: Based on the report from the campaign, fine tune the keywords and the add group. So what do you guys thing, make sense? Totally irrelevant? Suggestions? Comments? Threats?
My lists usually end up being several thousand keywords. I think you should add 8. Expand the keyword list. Play around with bids. Expand the keyword list again.
And how would you do that? I know I can use a matrix in excel to merge the expression. Is that the type of thing you would recommend?
I'd agree as long as your ads are clear then you can add lots of keywords and see what produces results, Your list seems good - number 1. is always importand get off to a clear start with a goog brief Perhaps add another before number 1. Ask the client what budgets will be available. Then you know you are not wasting your time - nothing worse than spending several days putting a campaign together only for the budget to end up being £50 a month !