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The Pay-Per-Click Campaign Toolbox

The Pay-Per-Click Campaign Toolbox

AdWords pay-per-click campaigns are full of settings and features to use while managing your ads. How can you know that you’re using the best ones for your business?

Below are a few tools that we’ve found to be successful in building better AdWords campaigns. Once you have your automotive PPC campaigns created and keywords selected, feel free to explore these options and use what works best for your business.


Conversion Tags

Before enabling anything in your campaign, go to the Conversions menu [Settings (or a wrench icon) > Conversions] to see what actions are being tracked through your ads and website.

Users that click on your ads will be counted as clicks, but any action after that will not be tracked by AdWords unless you create conversion tags.

Conversion tags are like labels that count how many actions take place on your website or ad extensions by paid traffic. These are great tools for measuring how engaging the ads are and how many leads they produce.

An easy way to drive phone leads from your AdWords campaign is to create phone extensions (see below) and to add a phone extension conversion tag.

Click the + sign and choose to add a “Phone Calls” action. Then, choose “calls from ads using call extensions”. When you create your call extensions later on, be sure to choose this conversion tag to count your phone leads.

You can even link your Google Analytics account by clicking the + button and choosing to import your GA goals. You’ll need to establish a linked view in your GA account first, but once you do you will be able to see what actions users take on the website after clicking on the ads.


Ad Extensions

Ads and their copy are helpful enough for exposing your business, but there are extra details you can add in order to make your ads larger, more visible, and more engaging to your customers.

Call Extensions

If phone leads are important to your business, be sure to create call extensions using your shop phone number. Call extensions allow users to call your business directly from the search results page.

Simply click the + button, call extension, select your country, and add the phone number. Make sure you have call reporting selected and choose a conversion tag.

If you have multiple store locations (each with their own campaign), you can select the specific campaign or ad group to apply the call extension to.

Sitelink Extensions

These extensions provide extra information to your ads. They sit underneath your ad and offer links to other pages on your website.

Usually, advertisers want to include four sitelinks, since that’s the maximum that will show at one time. Simply fill in the headline and description lines with calls-to-action like “Print a Coupon” or “Find Us” and add the URL.

If your site isn’t responsive, be sure to add a mobile version of the sitelink using your mobile website landing page. This way, mobile users will be able to access your sitelinks just as easily as desktop users.

Callout & Extended Snippet Extensions

The callout and snippet extensions are added pieces of text that list additional information related to your products, services, and business.

Callouts are singular statements and snippets will have a label selected like “Service catalog”. These will be placed underneath your ad copy and will add extra information that doesn’t take away from your limited ad copy characters.

A good use of these would be to list your technician certifications like “ASE-certified technicians” as a callout. That phrase adds credibility to your business, but it would  take up too much space in the ad copy. Include phrases like these as callout and snippet extensions to improve your ad efficiency.


Ad Schedule

An ad schedule is a setting that will only show your ads during specified periods of time. You also have the option to add bid adjustments to the most important time of your schedule.

One strategy to consider is to schedule your ads to show only during business hours, especially if you’re looking to capture more leads. Customers who then see your ads will be more likely to call if they see your shop is still open.

To set up a new ad schedule or to determine if the current one is working, click on the “Day & Hour” tab in the Ad Schedule menu. This displays when your ad received clicks and conversions. Be sure to schedule your ads for high click and conversion traffic periods, but you can also see what hours of the day have a lower average cost-per-click.


Negative Keywords

Just as keywords target search phrases, negative keywords will filter certain terms and phrases out of your targeting.

Let’s say you want to target the keyword “tires”, but you see a few keywords related to “tractor tires” in your search term report and your business doesn’t actually sell those kinds of tires. By adding “tractor” to your negative keyword list, any search queries containing that word will not trigger your ads.

This is a great feature to use after you have at least a week of data. After that, be sure to monitor your search terms report and add new negative keywords every two weeks, or so.



The most important tool to keeping your ad campaign in shape is monitoring. Be sure to review your ad performance every three to five days and adjust your settings where needed.

Keep in mind, not all of these options combined may work for your business. Create a goal around your campaign, and stick to it while adding or removing certain settings.

For instance, add conversion tags and ad extensions if you’re looking to earn more leads through your PPC campaign. If in a week or two you see low performance, add an ad schedule and negative keywords with the data you have relevant to when and for what phrases your ads are showing.

All of these features are excellent to consider for your new or current PPC ad campaign. Not doing PPC for your auto repair shop? Contact us to learn more about TurboClick, our exclusive PPC offering for the automotive industry.

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Categories: Internet Marketing, Anayltics and Website Performance

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