In order to start a PPC campaign through Google Ads that will bring us the desired results, we must, first of all, choose keywords carefully and organize them in appropriate groups.
Once we have analysed and decided which words suit our business, we can make an estimate of the traffic that will come from future Google Ads and determine what budget and bid price suits us.
To do all these things Google provides us with a tool called Keyword Planner. With it we can create a campaign in the search network starting from just a few words that we consider relevant or from a website.
Keyword Planner is a recently introduced tool, combining the functionality of two tools, Keyword Tool and Traffic Estimator, and bringing improvements.
Correct choice of keywords
Keyword Planner gives us three options to help us build our PPC campaign. To choose keywords we can use the first option in Keyword Planner (Search for keyword and ad group ideas). It is similar to the Keyword Tool, only now we can choose not only the country where we want to display the ads, but also the cities or regions (if we have a campaign that will target users in a certain region / city).
Suppose we want to promote an online store of women’s clothes that can be delivered in Romania. First of all we make a short list of products sold (ladies jacket, ladies pajamas, ladies blouse, ladies tops, ladies shirt, ladies skirt, ladies trousers, ladies suit, ladies jacket, ladies coat, ladies jacket). We enter them using the first option and choosing the location and language. The tool will suggest a list of keywords and a list of grouped keywords (groups of words in the same category). In the estimates you can see the average monthly searches, the type of competition and the average cost per click.
From the groups of words displayed you can choose the ones that fit what you want to sell. We will then have to review the keywords contained in these groups to eliminate irrelevant words (Review estimates).
The last option in Keyword Planner, Multiply keyword lists, is also used to add keywords to the plan. Let’s suppose we have the following lists:
Keyword Planner combines the two lists and the result is the introduction of a new group of words into the plan by pasting a word from the first list with another word from the second.
Estimate traffic and costs generated by the chosen keywords
After making sure we only have relevant words, we can move on to estimating traffic and daily cost. To do this we need to add the maximum cost we are willing to pay for a click (bid) to the simulator.
In our example we started from a bid of 0,1 RON / click and the following data resulted: we will receive about 3 030 clicks per day, the ads will be displayed on average on position 3.26, and the daily cost will be between 145 – 177 lei.
This way, we can run several simulations, testing different bids and choosing the variant that satisfies us. In the case of our shop, we ran simulations for several bids and got the following results summarised in the table below.
Bid | Daily clicks (Traffic) | Daily postings | Average ad position | Daily cost (Daily budget required) |
0,1 RON | 3 030 | 33 400 | 3.26 | 177 RON |
0,2 RON | 4 300 | 40 900 | 2.51 | 591 RON |
0,3 RON | 4 930 | 40 900 | 2.03 | 809 RON |
0,4 RON | 5 540 | 40 900 | 1.90 | 1 309 RON |
0,5 RON | 6 220 | 40 900 | 1.59 | 1 134 RON |
The “Daily clicks” column represents the maximum number of visitors we can receive through the Google Ads campaign, and the “Daily cost” column suggests the daily budget needed to receive that traffic.
When we are satisfied with the structure of the campaign and the results it can bring us, the plan can either be saved as a new campaign or it can be inserted into an existing campaign.
Here’s how we can create a PPC campaign using Keyword Planner. If you find it difficult or simply don’t want to bother contact SEMsphere specialists and you will have a properly implemented and carefully monitored campaign.
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