My top tip for today is to make sure you are tracking your campaign correctly. Make sure you have adwords and analytics tracking implemented on all of you landing pages and all of your goals and funnels set up in analytics correctly. Without doing this you cannot possibly understand what return you are getting and how you can improve your campaign.This is especially important if you are running an ecommerce site.

Every PPC company worth their weight in salt should be doing these tasks on a regular basis. But if you’re new to PPC or would like a brief insight into what PPC companies actually do the below will help.

Running keyword reports identifies good and poor performing keywords. By looking at these reports you should be able gain learnings to manage bids, exclude keywords and obtain ideas on how to restructure your campaign. I suggest you set up automated reports so you can look at the information on a daily, weekly and monthly basis.

If you are not using a PPC company to manage your pay per click activity then you are probably not using negative keywords within your campaign.

What is a negative keyword?

A negative keyword is a word that you do not want your adverts to appear against. For example if you sell tickets to events you do not want your ad appearing when someone searches for “free tickets” so you would ad free as a negative keyword.