Why Google AdWords? It’s effective! Target locally! It’s fast! : www.google.com/adwords/signuptips. It’s easy! It’s ﬂexible! There’s no risk!
How to plan a PPC Strategy Jump to keyword research and campaign build directly?? Yes, only if you want to target failure!!!!
PPC Strategy: The correct wayThere are three main stages in the PPC life cycle: Research Implementation Optimization
Research Research: Business Goals What goal should the PPC campaign fulfill? What are the target actions users should take on the website? How much is each action worth to the business? Research: Competitors Who are your competitors? How is your business different from theirs and what’s the USP? What are the good things they are following? Research: Target Audience Who am I targeting with this campaign? Where do my ideal users live? Why does my target audience need this product or service? What’s the frame of mind of my customers? Research: Potential Keywords Get seed keywords from the website content and source code Think like a customer to devise search terms Use AdWords Keyword Research tool and other available tools
Structuring the Ad CampaignA healthy Campaign structure holds the key to a high performing account and a good quality score.Consider the following ways to segment your campaigns: Based on the line of products and services you offer Based on geographical location Based on performance and bidding (Buying cycle) Based on brand names vs. generic names Based on seasonality of your service or product Based on keyword match types (you can also segment this way on an ad group level too.)
Deciding on the Ad groups Each ad group should center on a single product or service related to the campaign Keep stuff together that belongs together: Group only related keywords under an ad group Ad group: laser Ad group: laser Ad group: laser systems gases crystals titanium laser solid-state laser helium neon laser crystal chromium laser gas laser argon laser crystal neodymium laser free-electron laser nitrogen laser crystal
Things to consider in an ad campaign Target the right languages and locations Create highly specific ad groups Avoid duplicate keywords across ad groups Choose your keywords carefully Take advantage of keyword matching options Create separate campaigns for Search and Display network Choose placements carefully-Managed v/s Automatic Add negative keywords
Importance of KeywordGrouping AdWords keyword grouping is the most important and the most overlooked pay-per-click marketing activity. Grouping keywords for AdWords brings compounding benefits to your PPC activities, since tight, well-organized keyword groups make for high- performing AdWords ad groups with: High click-through rates(CTR) More conversions High Quality Scores Low cost per action (CPA) And these factors work together to maximize your search marketing ROI.
Why Negative keywords? Reach Target Audience Only Improve ROI Improve Click-Through Rate Improvement in Conversion Rates Improve Quality Score Decrease in Cost per Conversion
How to find Negative Keywords Search Query Report Google Keyword Tool A thesaurus (or thesaurus.com) Standard list of universal negative keywords: Komarketingassociates List
Keyword Matching options Keyword Match Type Potential Matches toy car, car toy, toy toy car Broad match motorcycle, auto parts toy car, buy toy car, toy “toy car” Phrase match car auction [toy car] Exact Match toy car toy car , toy store, used +toy car Modified Broad Match toys toy car, fast car, classic toy +car Modified Broad Match car toy car, car toy, used car +toy +car Modified Broad Match toy, old toy store car*Keyword variations can include synonyms, singular and plural forms,possible misspellings, and phrases containing your keywords.
How to choose matching options wisely? Google recommends following a broad-to-narrow strategy coupled with a good use of negative keywords If you find during the keyword research, that your long tail keywords do not have significant search volume, choose Broad match to begin with and modify based on search terms report later. Using phrase match can help you reach more customers, while still giving you more precise targeting To get very focused and targeted audience, use Exact match. This match type restricts traffic, so should not be used if your keywords fail to pick up on impressions over a length of time.
Click Through Rate (CTR) CTR is the number of clicks that your ad receives divided by the number of times your ad is shown (impressions). To improve CTR at Keyword level: Choose Relevant Keywords Capitalize on Long-Tail Keywords Create Tightly-Themed Keyword Groupings
Improving CTR with text ads Include at least one of your keywords in your ad text Include a Call To Action Include prices, promotions, and exclusives Incorporate Credibility Symbols Enable Ad Extensions Extend Headlines
An Example! A Bad Paid Search AdBob’s Green TeaSelling green tea since 1997Come and see our full selection.bobsgreentea.com A Good Paid Search AdBob’s Great Organic TeaHigh quality, refreshing organictea products on sale today only.bobsgreentea.com/organic
Decrypting the Quality Score (QS) Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. Having a low Quality Score, on the other hand, means that your ads, keywords, and landing page probably arent as relevant and useful to someone looking at your ad.
How Google Calculates QS Your keywords past clickthrough rate (CTR) Your display URLs past CTR Your account history The quality of your landing page Your keyword/ad relevance Your keyword/search relevance Geographic performance Your ads performance on a site Your targeted devices
How does QS affect you? Ad auction eligibility Your keywords actual cost-per-click (CPC) Your keywords first page bid estimate Your keywords top of page bid estimate Ad position [ Ad Rank = (Max CPC Bid, QS)]
Quality score and the Relevance Factor! Controlling Costs-VideoKey- Ad Landing relevant to relevant toword Text Page
Myths about Quality Score Changing Match Types Alters Quality Score Quality Score Suffers when Ads or Keywords are Paused Deleting or Restructuring Low QS Elements Erases Their History Bid affects Quality Score
How to improve Quality Score? Focus on Relevancy: Create very specific ad groups Follow the steps to improve CTR. CTR has a high influence on Quality Score Refine keywords to match search queries as closely as possible Test out multiple ads Regularly review your campaign performance Connect your ad to the most relevant landing page Pause badly performing keyword to prevent further damage Choose only relevant placements
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