AdWords PPC Features that Can Make or Break Your Campaign

 Just like many other things in online marketing, there are certain features in AdWords pay per click management that are both Yin and Yang. When used correctly, these features can boost your campaign, but if not, they can actually disrupt the flow of your campaign.

So, what are these PPC double-edged swords? Read on and find out.

Shared Budgets

Budget allocation for PPC advertising services can be quite tricky and tedious, especially for big scale campaigns. Shared Budgets is actually a feature that is meant to somewhat streamline this process by allowing multiple campaigns to share a single budget. From a logistical pay per click management point of view, this is a relief.

However, what can be dangerous is that since ad spend is based on a first come first served basis, your high performing campaigns may suffer simply because the keywords or search terms included in your less performing campaigns have already eaten up this shared budget.

If you do decide to utilize this feature, make sure that the campaigns are almost similar in nature. Do not allow high search volume keywords eat into low search volume but high converting search terms. The key to making this feature work in your favor is the constant monitoring of ad spends.

Click to Call

If you haven’t heard that there are now more smartphones than toothbrushes in the planet then you are not closely paying attention to the recent trends in mobile marketing. Now, mobile advertisers can actually include a number in their PPC ads which mobile searchers can click on and automatically triggers a call.

So, what’s the downside here? Actually, there’s none and the only negative thing about this feature is not knowing about it and not using it to your advantage. Data from Google reveals that 94% of mobile browsers respond to ads by calling. To start making this feature work to your advantage, look into your pay per click management data and look at the keywords or search terms from mobile traffic. Remembers, searchers behave differently when using a mobile device versus a desktop device and for proper resource allocation, you should focus more on mobile search terms for this execution.

Shared Negative Keywords

Just like in Shared Budgets, PPC advertising services managers can now expedite the process of setting negative keywords by creating lists that campaigns will share. You can now skip the dubious task of uploading the same negative keywords again and again.

However, the danger lies when marketers make changes to the campaigns, but not to the negative keywords. A keyword strategy can oftentimes be volatile and the low performing keywords of the past maybe the high performing keywords tomorrow. Blame it on sheer forgetfulness – or maybe carelessness – that you were not able to remove negative keywords that are preventing your ads to show up given your newly revamped keyword strategy.

Effective pay per click management is by and large founded on good monitoring. To avoid this mistake, do a negative keywords audit regularly to make sure that every bit of information is directed towards achieving the same PPC objectives.

This guest post was written by Richard Franklin. Richard is an Internet marketing expert and wants to share his knowledge with people who are about to hire a PPC marketing company for their business. He has also given words to many articles where one can find the latest trends popular in search engine marketing company.