Do’s and Don’ts for launching a PPC campaign for your business

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Sometimes people say, it’s too easy to create and run a PPC campaign. All you need to do is select a bunch of keywords and start bidding on them. But there are some key best practices and guidelines that can help you certainly achieve success as well as make your search campaigns really better.

If executed with a well thought out plan, PPC campaigns can drive targeted traffic to your website in a shorter period of time and pay you dividends in the long run.

I have noticed a lot of times, how people end up making lots of mistakes while running their AdWords campaigns. This is one of the reasons I have put together my thoughts below, that can guide you to run a profitable PPC Campaign.


1) Do a sufficient keyword research. Google AdWords Keyword Tool is free and produces relevant information. Eliminate all unnecessary keywords, especially single one keyword.

2) Try to include the query/targeted keyword in your Ad Copy which catches the attention of your target audience.

3) Make sure, your query and landing page have a connection.

4) Include negative keywords in your campaign. Negative keywords filter out irrelevant traffic, which saves your cost. A few irrelevant clicks might consume allyour budget, so you have to be careful.

Include two ad copies for one ad group. Testing multiple ad copies help you to determine effective messaging.


1) Don’t ignore the importance of different match types. Exact and phrase match keywords drive relevant traffic and perform very different from broad match keywords. Broad modifier is another match type which I really find useful and include it in many of my accounts or campaigns

2) Don’t bid high on generic or single word broad match keywords

3) Read carefully “Restricted Products” and “Google Policy” section on AdWords. Do not get engaged in illegal issues, otherwise your account might be suspended

4) Don’t write ad copies only to attract visitors on your site. Use ad copies which are talking about the product and showing correct message

5) Keep a track of your money. Don’t forget to set a daily budget.


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