Welcome to the PPC Jungle

Setting up a PPC account is like packing for a trip. If you throw everything into a bag without checking the weather, setting a budget, or knowing your destination, you’re setting yourself up for disaster. But don’t worry—I’m here to help you avoid PPC chaos and set you on the path to success. Whether you’re new to PPC or have been running ads since the Stone Age (aka pre-automation), this guide will break things down in a way that makes sense, saves money, and delivers results.

1. Know Your Goal Before You Spend a Dime

If you don’t know WHY you’re running PPC, stop right here. Are you trying to:

• Drive traffic?
• Increase sales?
• Generate leads?
• Boost brand awareness?

Every campaign needs a purpose. Without one, you’re just throwing money at Google and Microsoft, and trust me—they don’t need your charity.

2. Account Settings: The Silent Profit Killer

You’d be surprised how many people set up an account and ignore the settings tab like it’s an ‘Agree to Terms & Conditions’ checkbox. But here’s the truth—your settings can make or break your performance.

Key Settings You CANNOT Ignore:

• Networks: Google Search vs. Display vs. Search Partners (Spoiler: Most people forget to turn off Search Partners when they don’t need it.)
• Ad Scheduling: Don’t waste money running ads when your audience isn’t online.
• Location Targeting: If you’re a local business, don’t target the entire country unless you like burning cash.
• Conversion Tracking: If you don’t track results, you’re flying blind. Set up conversion tracking before you launch a single ad.

3. Auto-Apply Recommendations: The Sneaky Budget Drainer

Google and Microsoft love to ‘help’ you by automatically applying changes they think are good for your account. Spoiler: They’re good for them, not always for you.

Turn OFF These Auto-Apply Settings:

• Broad Match Everything: Google’s favorite trick. It’ll match ‘running shoes’ with ‘marathon training plans’ and ‘horse races.’
• Automatically Adding New Keywords: Google will throw in whatever it feels like. This isn’t improv night.
• Auto-apply Ad Suggestions: Not all suggestions are bad, but don’t let the platforms write ads without your approval.

4. Campaign Structure: Because Chaos Doesn’t Convert

A messy PPC structure leads to messy results. You need:

• Separate campaigns for different goals (Don’t mix shopping and search ads in one campaign.)
• Tightly themed ad groups (Keep keywords closely related. No ‘one ad group fits all’ nonsense.)
• A clear naming convention (Future-you will thank you when reporting time comes.)

5. Ad Copy: Speak to Humans, Not Robots

Your ads need to do more than exist—they need to persuade. Keep these in mind:

• Use compelling headlines (Boring ads = No clicks.)
• Include strong CTAs (Tell people what to do—‘Shop Now,’ ‘Get a Free Quote.’)
• Test multiple variations (A/B testing isn’t just for the nerds. It’s how you win.)

6. Keywords: Because Not All Clicks Are Good Clicks

A common PPC rookie mistake? Going too broad with keywords. Instead:

• Use phrase & exact match (Broad match will bring in irrelevant traffic.)
• Regularly update negative keywords (If you sell premium coffee, you don’t want to show up for ‘cheap coffee deals.’)
• Check search term reports often (Your data will tell you what’s actually working.)

7. Landing Pages: The Final Stop Before Conversions

You did everything right—great campaign, solid ad copy, targeted keywords—but if your landing page sucks, say goodbye to conversions.

Landing Page Must-Haves:

• Relevance: Match your landing page to the ad. Don’t bait and switch.
• Speed: If your page takes longer than 3 seconds to load, half your traffic is gone.
• Clear CTA: Don’t make visitors hunt for the ‘Buy Now’ or ‘Sign Up’ button.

Conclusion: PPC is Simple—When You Set It Up Right

PPC isn’t about setting and forgetting. It’s about control, testing, and constant learning. Whether you’re new to Google & Bing Ads or a seasoned pro, these best practices will save you headaches (and a whole lot of wasted budget).

Now go forth and launch those high-performing campaigns!