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Pay Per Click Marketing


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Pay per click marketing takes lots of attention for success. WordStream’s pay-per-click marketing software automates tasks for better campaigns.

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Pay Per Click Marketing

  1. 1. Pay-Per-Click (PPC) Marketing - How Relevance Leads to Results<br />Pay-per-click (PPC) marketing is complex, collaborative, and iterative. It attempts to satiate three distinct appetites:<br />Searchers - People click on paid search ads more often than any other form of digital advertising. They don't mind being advertised to, but they want to be offered products that answer their questions and fulfill their needs.<br />Engines - The search engines are forced to cater to searchers and advertisers simultaneously. The searchers comprise their user-base, while the advertisers provide them with their revenue stream. The engines want to provide relevant results, first and foremost, while offering a highly targeted, revenue-driving advertising channel.<br />Advertisers - Advertisers are offered a unique means of putting their message in front of an audience who is actively seeking their product.<br />How can you appease all of these at once? It starts with keywords. Keyword research, grouping, and organization is the key to creating winning AdWords campaigns, and search engines reward advertisers who can use effective keywords to create well organized, intelligently targeted pay-per-click campaigns. So do searchers.<br />So it only makes sense that those searchers, your potential customers, should be an integral source for your keyword research. If you can shape your pay-per-click advertising efforts based on actual keyword traffic and goal conversions instead of third-party estimates, you will not only save money by lowering your irrelevant traffic, but you’ll be leagues ahead of your competition—competition that doesn’t have the integrated keyword management capabilities that WordStream provides.<br />By using WordStream and recognizing the importance of keyword taxonomy based on actual traffic in your campaigns, you can expect to:<br />Grow Your Customer Base - Connect with people deliberately seeking a product like yours, and make them happy by providing them with an offer relevant to their search query.<br />Lower Costs - Enjoy an algorithmically generated discount from the search engines in exchange for making their users happy.<br />The difficulty is in the execution. This page will explain how you can manage your PPC efforts more efficiently and optimize the relevance of your campaigns.<br />Maximizing Pay-Per-Click Marketing Efficiency<br />The good news for advertisers and Web marketers is that in giving the search engines what they want (relevant pay per click ads) you're also delivering targeted advertisements to people who are literally seeking out your product.<br />In order to get the most out of your pay-per-click marketing or affiliate marketing campaign, you need to follow a few best practices. WordStream’s keyword and AdWords management software helps you accomplish all of these important steps, from keyword research to AdWords bid management:<br />Identify Numerous Traffic-Driving Keywords and Potential Traffic Sources<br />Create Closely Related Keyword Groups<br />Convert Keyword Groups into Ad Groups<br />Designate Negative Keywords<br />Delegate your ad spend budget with AdWords bidding strategies and AdWords bid management<br />Create Ad Text that Relates to Your Ad Group's meta keywords<br />Create Landing Pages that are Relevant to Your Ad Group's Keywords and Your Ad Text<br />Repeat the Process Daily<br />Carrying out these processes will provide you with:<br />Higher Quality Score - The above is the search-engine prescribed formula for raising your AdWords click through rate in your AdWords account and keyword Quality Scores.<br />Lowered Costs - In increasing Quality Score, your account will see lower first-page bids, and you'll be able to pay less for a better ad position in Google's sponsored links.<br />Improved Traffic Quality - In continually creating more and more relevant ads and landing pages while finding new keyword opportunities and carefully constructing ad groupings, you are not only lowering your costs by way of pricing incentives from the engines: you're also creating a keyword portfolio that gets iteratively better targeted with time.<br />Pay-Per-Click Success With WordStream's Keyword Management Solutions<br />WordStream offers strategic automation in carrying out pay per click advertising management tasks. PPC software will allow you to be more efficient in constructing and growing AdWords campaigns because it recognizes the importance of keyword organization and continuous growth. Let's take a look at how WordStream answers each of the above pay-per-click marketing challenges:<br />Identifying Keywords for Your Pay-Per-Click Campaign<br />Building a keyword list is a crucial part of pay-per-click marketing, and organizing that list is equally important. You need to identify terms that will drive traffic while ensuring that those terms are relevant to your site.<br />You can accomplish this with the WordStream suite of pay-per-click tools by allowing the software's Web analytics to create an extensive, relevant database for you:<br />The above is a representation of a mature WordStream account for a niche product offering. The question becomes: how does the keyword software find that many relevant keywords?<br />When you sign up for WordStream, you'll upload keywords into your database. You can do this either by allowing the software's Web analytics tools to parse your historical log files, or by importing a number of keywords. Then, WordStream offers a JavaScript analytic package which enables you to have new keywords automatically introduced into your WordStream account.<br />WordStream (and the search engines) default keywords to be set to broad match. By keeping this setting or creating a phrase match setting, you are allowing the search engine to match your keyword choice to other keywords it deems related:<br />Creating these more inclusive match types ensures that you will be continually expanding your keyword list, creating more and more specific keyword distinctions. This is powerful functionality because:<br />More Keywords Means More Impressions - Creating an expanded list of keywords means that your ad will show against a greater number of search queries<br />The Impressions are Relevant - You know that the impressions are relevant to your business, because they are derived from your website's log files and/or keywords you upload initially, then the keyword list expands based on real keywords that people have actually used to discover your site.<br />The Traffic Improves with Time - WordStream is an iterative, learning machine. The PPC management software offers negative keyword tools so that you can constantly strengthen and streamline your existing keyword database while you expand to new keyword opportunities.<br />Creating Keyword Groups for Pay Per Click<br />The next step is grouping these keywords. Proper keyword grouping and organization is the key to pay-per-click advertising success because it provides higher Quality Scores, better conversion rates, and better market segmentation. Additionally, as was explained above, search engines encourage semantically related groupings.<br />This task is one of the most arduous and time-consuming parts of maintaining a PPC campaign, and most search marketers currently do this by hand! With the kind of extensive keyword list assembled in the first screenshot, it is near-impossible (or at the very least cost and resource prohibitive) to hope to have it be human maintained. This is where WordStream's grouping tools come in to play.<br />WordStream makes this process easy by suggesting keyword segmentations for you, and by continuously monitoring your actual site traffic to improve the relevancy of your keyword grouping over time.<br />As you can see, this " comparison shopping" website has been able to segment their database to return only queries with the terms " comparison shopping" By clicking the key phrase, users can group their keywords instantly with a single click:<br />You can create multiple groups from your segmentation instantly with one more click:<br />There are a few important things to note that the screenshot is revealing:<br />Segmentation - An even more segmented Keyword Group has been created.<br />Speed - The group was created in just two clicks and a matter of seconds.<br />Preservation - By clicking " Create Keyword Group" you'll have preserved your grouping within WordStream.<br />You can spend minutes creating tens of these groups, effectively building out extensive, very sophisticated ad campaigns.<br />Additionally, WordStream offers powerful workflow tools which suggest to you the best means of segmentation for your campaign:<br />This interface shows you the keyword groupings that haven't been created yet that you should be concentrating on first.<br />WordStream thus suggests workflow management for your campaign, allowing you to:<br />Visualize PPC Workflow - Quickly see where your effort and attention is best spent.<br />Automate PPC Workflow Suggestion - Offer you algorithmically generated, intelligent suggestions as to what filters to set and what keywords to group together.<br />You can then have these groups created with the click of a button. Additionally, this same data can be leveraged in your search engine optimization efforts; learn more about implementing our keyword grouping tools with your SEO management.<br />Authoring Relevant Pay-Per-Click Ad Text and Landing Pages<br />Thus far we've utilized WordStream's:<br />Keyword Suggestion Tools - To create a customized keyword database founded in our own website's traffic history.<br />Keyword Grouping Tools - To group these keywords into semantically related, Quality Score friendly keyword groups.<br />The next step in AdWords campaign management is creating targeted ad text for Google AdWords pay-per-click campaigns and sending visitors to relevant AdWords landing pages, which is made markedly simpler due to the fact that we've been able to create well-structured Ad Groups.<br />The software makes learning AdWords easy and makes intelligent suggestions for Quality Score friendly, compelling ad text for each WordStream managed group:<br />While you'll want to create your own messaging and call to action, WordStream's text editor tools offer automated suggestions which greatly reduce the amount of time needed to create multiple text ads, while improving the efficiency, effectiveness and click-through-rate of these ads.<br />These suggestions can also be used to intelligently format your campaign's landing pages. By utilizing the same suggested text as both ad text and " header" and topic-suggestion for your site's landing pages, you are providing users with an improved experience while taking advantage of the search engines' pricing systems.<br />Pay-Per-Click Automation: Better Productivity, Lower Costs<br />Effective search engine marketing requires:<br />Targeted, continuous keyword research.<br />Intelligent keyword grouping.<br />And the production of relevant messaging to searchers who will be interested in your product or service.<br />WordStream's tool set is specifically designed to automate the more tedious, labor-intensive work associated with these best practices, while providing you with workflow solutions so that you can determine the best use of your resources. WordStream also recognizes that it’s not possible or practical to automate every aspect of search marketing. It’s important for you to retain control as a marketer in order to use the suggestions WordStream has given you to make intelligent decisions.<br />The application will make your campaign more relevant, offering you:<br />Improved Productivity<br />Greater Value<br />More Relevance<br />Find out just how much of an impact this suite of search engine marketing tools can have on your campaigns by:<br />Trying WordStream Free Today<br />Requesting a Live Demonstration<br />Signing up for our Search Marketing Webinar<br />Subscribing to our Newsletter<br />