St. Louis Pay Per Click

No two pay per click campaigns are created equal. Pay per click account managers pride themselves upon the fact that they create unique, specifically targeted campaigns for each account they manage. So where do the new Google campaign templates come into play? Who will actually use this function…and for what?

The Template Center allows campaign managers to create templates for both keyword-targeted and placement-targeted campaigns. The templates allow you to set the values for the various settings involved in campaign creation (you know: ad groups, ads, keywords, budgets, target languages and countries, and start and end dates). Once created, these settings are automatically applied to each campaign that uses the template. Campaigns can be customized once the template is in place. 

With so many differences between campaigns, including geographic reach, pricing, and budgets, is it realistic to think that effective campaigns can be created through the use of a single template?

To me, the answer is yes. While a template is certainly not sufficient to run an entire, long-term client campaign, the template function does offer some interesting possibilities when it comes to quick and efficient deployment of baseline and test campaigns. The templates allow quick and efficient set up of standard campaigns, with a budget, geographic reach, and other settings that would apply to each test campaign setup. This can help standardize initial testing and experimentation. 

This option is especially appealing to pay per click account managers acquiring clients that have existing pay per click accounts. When working with a new client, it is often hard to prove effectiveness during the beginning stage of the relationship. A repeating question that clients ask all the time is “What did you do for me that I wasn’t doing before?” In order to show the value you provide, it is helpful to run a similar campaign, with minor modifications. In theory, you are showing them that with all else equal, your modifications are improving overall campaign performance. That is if you are successful.

Erica Scharringhausen is a Pay Per Click Account Manager for The Net Impact Web Design St. Louis Firm.