If you are trying to drive traffic to your website (and are willing to pay for it), then generally you have something specific that you want somebody to do when they get there.

It could be to buy something, or to sign up for a newsletter, or to request a brochure or more information, or just to visit your store.

In most cases, there is a page that you can put your conversion tracking on, that will tell you which keywords are performing well or poorly.

Occasionally, I’ve seen campaigns where the objective was simply to raise people’s awareness of the business by getting them onto the site – in this case the objective was to get as much traffic as possible for their budget.

In terms of putting a value on a conversion (and hence a click), that can be quite difficult if you aren’t selling something, though in some cases brochure requests or enquiries can be monetised.

If you really can’t identify a conversion, or estimate how much one is worth to you, you are a little limited in what optimisation you can do. The obvious choices are to try to get as many clicks (through relevant keywords only) as you can from your budget, or to get as many clicks (through relevant keywords only) as you can at a given cost per click that you are willing to pay.

Steve

Question I have, what type of date do you analyze in order to set realistic PPC campaign objectives? Let’s say does not sell anything from his website, how do you go about setting up goals?

So, I would create your list of keywords, and then split them into groups of similar keywords, that would also appeal to the same people.

Then put the keywords in the first line of your advert, if that’s possible.

In this example, I had one Adgroup for each printer, plus a few generic ones.

With services, you would probably want one group for each different name that a service could have (e.g. if you were a PPC agency, you’d have one for PPC agency, one for PPC management, one for Pay-Per-Click agency, etc).

Thank you for the incredible quality behind your content. Quick question, when you create your campagn, how many adgroup do you recommand launching at first, just to get things going in order to evaluate and test?

You say two in this section, although I presume it depends on the number of products you want to advertise? Say I have 5 different services…