1. How do you know which audiences to target with your Google ads? “There’s no point in doing PPC unless you know your audience! Use targeting methods to make sure your ads are reaching the right people. You can change your bids to target particular demographics. You can also exclude certain keywords that your audience isn’t interested in. With Google advertising, you want to go for quality, not quantity.” 2. How do you choose your Google ad keywords? “The best tool to use is Google Keyword Planner. It shows you how much you’ll pay for a click. Don’t just go for the keyword that looks the best in terms of search volume. Be realistic; can you afford it?” “It’s also good to be aware that people use all sorts of words to search for your business online - not just the words you want! Take a look at alternative keywords. They’re often cheaper than your target keywords. For example, you can try using ‘software’ or ‘tool’ instead of ‘product’ or ‘solution’.” 3. What’s your advice for keyword bidding? “A healthy bid is very important. You want to manage your spend well, to make sure your ads get on Google’s first page. Some campaigns we run at Adzooma have an automated bidding strategy, but for some others, we do manual bidding.” “My advice for keyword bidding is to be restrained. I always look at it like bidding on eBay - you don’t want to spend any more than you think the item is worth! Set some limits on your bidding and stick to them. Otherwise, you can end up spending much more than you intended.” “Another tip is to keep an eye out for what’s going on in your target industry. If a competitor goes bust, for example, you can bid for their keyword! That can be a very quick PPC win.” The Inbound Marketing Playbook / 17