PPC Genius Interviews: Get the best PPC Genius Advice

In need of an PPC Genius? Get free PPC Genius tips and tricks from our Google AdWords PPC Genius interview series.

We’re conducting interviews with AdWords advertisers who scored remarkably high using the AdWords Performance Grader, our free AdWords analysis tool. We are asking them to divulge their PPC genius secrets and give us a PPC genius review of Google AdWords best practices.

Get the best PPC genius knowledge from our top scoring small business advertisers and agencies. Read our complete PPC genius interview series and get the greatest PPC advice:

PPC Genius Interview #1

In our first PPC genius manager interview, we are talking with Yorgo Petsas, a marketing and sales executive at Alensa LTD.

Q: Share with us a bit about yourself. How long have you been using AdWords? What are your goals when using AdWords?

PPC Genius Answer: I’ve been using AdWords for more than 6 years now. I’ve also specialized in SEO and SMM. For the last 2 years I’ve worked at Alensa. We don’t use advertising agencies because our products are very specific and writing good ads for them requires additional knowledge of the products beyond what agencies can provide. Our company is focused on B2C but we also have a small department that deals with our B2B clients.

Our goals are divided into two types, and this is how we have created our campaigns. On one side we have “call to action” campaigns where our goal is to sell a product, and then we have classic “branding” campaigns where we try to increase the awareness for our company and to build trust for the quality of our products and services.

Q: What are your top three key performance metrics in Google AdWords?

PPC Genius Answer:

  • Cost of conversion. This refers to how much you paid to get a conversion (in our case a conversion is when someone orders a product). You can set and track conversions in your AdWords and Google Analytics accounts, which is easier than tracking manually.
  • The CTR of an ad. CTR is important because it determines the rate with which the ad will be served (how often Google will show your ad compared to other ads on the same campaign).
  • Quality Score. This metric is very important as it not only determines the price you are going to pay [for your ad] but also shows you if you have created a strong message and if you have targeted the right set of people.

Q: What is your big PPC genius manager hint? Can you offer any guidance for entrepreneurs and advertisers who didn't score so well on the Grader?

PPC Genius Answer: My advice is to continue to get more knowledge on AdWords. Use the data there in combination with your creative thinking to delivery your ad to the right people at the lowest possible cost.

It’s also important to make sure you are aware of the technical details and how to get all the statistical data out of AdWords. This means setting your goals and conversions, linking with your analytics profile, etc.

Managing an effective AdWords campaign also means constantly monitoring your keywords – add more long-tail keywords in campaigns. They bring more targeted traffic at lower costs.

PPC Genius Software from WordStream

WordStream's own PPC Genius Software provides advertisers and agencies with the PPC genius tools needed to optimize PPC accounts and craft highly structured and successful campaigns. Our PPC Genius Tool for Keywords helps small businesses find money-saving relevant keywords.

At WordStream we're dedicated with making sure you get PPC genius advice – learn from our PPC Genius Software, or consider our web marketing services. Looking to learn more about pay-per-click advertising? Try our AdWords for Dummies EBook Collection, packed with PPC genius reviews and free PPC genius advice.

PPC Genius Tool

Our free PPC Genius keyword tools provide the keyword help you need to craft genius PPC and SEO campaigns. Our free tools include:

Photo Credit: jase lam via flickr