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PPC - Achieve More Efficient Pay-Per Click
(PPC) Marketing
PPC (pay-per click) search marketing software offers a means for accomplishing two core
requirements for PPC optimization:

       PPC Automation - While it would be impossible (and inadvisable!) to automate every aspect of
       pay-per-click advertising, automating away redundant, time-consuming tasks affords you a
       means of increasing productivity. Often, this means being able to produce an amount of work
       that would otherwise have been unachievable for you and your business.
       PPC Management - PPC management refers to the maintenance and prioritization of paid
       search marketing tasks. Being able to oversee various aspects of your account while assigning
       each item on a seemingly endless to-do list an appropriate value can make or break an online ad
       campaign.

WordStream's PPC software is specifically designed to aid in these two PPC search engine
marketing areas. This page will show you both the processes the software is automating for you,
and the best course of action to take where workflow is concerned.

Automation And Your PPC Search Campaign

Creating an effective AdWords campaign for search requires a mass of time and effort.
WordStream is built to help productize pay-per-click campaign labor while recognizing that only
certain tasks should be automated for you. Rather than being a replacement for a human PPC
marketer, WordStream functions as a helping hand in AdWords campaign management where
you need it most. WordStream's keyword management software allows you to lean on it for
manually impossible PPC advertising tasks like developing PPC keyword lists in the millions,
and allows you to make decisions about how your content is grouped or which ads are created
while guiding you with keyword research-based suggestions. The software offers the following
PPC automation in the following ways:

       Keyword Research
       Pay-Per-Click Keyword Grouping
       Negative Keywords
       Ad Text & Landing Page Creation

PPC Keyword Research

Keyword research for PPC or affiliate marketing is incredibly time-consuming, but it is also
incredibly important. Finding the right keywords is the basis upon which your entire pay-per-
click marketing capaign is built, and if you're not able to continuously, iteratively grow and
refine your keyword list, you are missing out on hundreds of thousands of valuable, long-tail,
low-cost and highly relevant keywords that you should be using in your campaign. In order to
compile an effective keyword list, that list must be:
Relevant - Obviously, you don't want to be buying Web traffic that has nothing to do with your
       business. You want to find targeted clicks that will lead to a higher PPC click-through rate, and
       increased profits.
       Exhaustive - The keyword list has to extend to the long tail of search.
       Expansive - PPC is iterative. You want to constantly refine and expand your campaigns. You
       want to create an environment whereby your keyword list is constantly growing.

WordStream provides a Keyword Discovery Tool, a PPC keyword research solution which
simultaneously generates a relevant, exhaustive, and perpetually growing keyword list. The
software accomplishes this in three ways:

       Parsing Historical Web Logs - WordStream will utilize the software's Web analytics capabilities
       to sift through your site's historical web logs and create a list of all of the keywords people have
       used to reach your site through search. This is the most valuable way to build your keyword list
       because it's actual site data from real people, not projected suggestions based on your subject
       matter, which is how other keyword research tools approach keyword research.
       Monitoring Site Traffic - The application's actalytics software also tracks visits to your site
       through search. This includes organic search. This is a powerful feature. Search engines have
       defined your site as being about something. They've expressed this to you by allowing your site
       to drive traffic for certain keywords. You should be leveraging that data to generate more
       relevant search terms for your PPC campaign.
       Capturing New PPC Keywords Being Matched On - Additionally, by setting your PPC keywords
       to broad match or phrase match, search engines will find additional variations of your keywords
       to match your ads to. While the search engines make it difficult to discover exactly what these
       words are, WordStream's keyword software will capture and continually add these new
       keyword variations into your database, automatically.

The software then stores all of this keyword information in your WordStream keyword database.
You have immediate, fully functional access to these keywords and can easily group them, set
negative keywords, create ad campaigns, and monitor your site's progress from one centralized
interface.

Since these keywords are all generated by actual traffic to your site, and because the software
automatically generates new keywords everyday, you can be sure that you are operating with an
exclusive, extensive, ever-growing, and relevant keyword list.

This collection of keywords is presented to you within your WordStream dashboard, as shown
here:
WordStream also includes an embedded version of Google's keyword suggestion tool, which is
handy if you're just getting started, if your site is new and has limited historical data, or if you
just want to check for any popular keywords you may be missing.




The tool includes all the functionality of a traditional keyword suggestion tool, but goes way
beyond that for pay per click advertising management. You can import keyword suggestions
directly into your existing database at the click of a button, and they'll automatically be
organized into your existing keyword groups, with any duplicates removed. All the legwork of
transferring between external tools and clumsy spreadsheets is eliminated, freeing up time for
more strategic PPC activities.

PPC Ad Groups

Because of a concept known as Quality Score and due to the way that online advertising works,
it is imperative that you be able to effectively group your researched keywords. Establishing a
keyword taxonomy not only aids in improving your Quality Score; it also helps to sculpt your
SEO content strategy:
Here, the software is suggesting various keyword group segmentations. The process here is fairly
straight forward:

       Select the segmentation with the highest relevance score - Relevance score is determined by
       the percentage of the keyword database, combined with the percentage of visits driven to the
       site by a particular keyword group. Or, define your own relevance formula.
       Quickly create a new keyword grouping - You can create one group, or several groups
       simultaneously with WordStream's keyword grouping features.




We offer a more extensive explanation of the application's keyword grouping tools here.
You can also use the Workflow feature to track which AdGroups have specific landing pages
written for them to help you prioritize new content pages.




Negative Keywords for PPC

In addition to being able to generate keyword lists and create tightly related Ad Groups, it is also
necessary to be able to identify the terms within your PPC account that aren't working.
WordStream offers automated solutions for the detection and filtering of negative keywords with
our negative keyword tool, which learns from your decisions over time. By deciding which
suggested terms aren't actually all that relevant to your campaign, you can tell WordStream to
filter words like this in the future.

PPC Ad Text and PPC Landing Page Tools

And, of course, the creation of quality ad text and targeted AdWords landing pages is another
huge factor in both Quality Score and conversions. WordStream provides you with ad text tools
which help you to author strategically crafted ad text, and offers landing page solutions that will
synchronize your entire PPC campaign and coordinate your message.




You can create an ad group right from your main WordStream keyword list. How easy is that?

PPC Advertising Management

In addition to the automation of several tasks, WordStream also provides you with extensive
PPC management capabilities. You can create a complex PPC campaign, then oversee every
aspect of the campaign from having keywords suggested to you, all the way through to posting
account changes.

You can access a more detailed account of WordStream's PPC management tools here.

PPC Software Solutions From WordStream

WordStream offers a comprehensive PPC tool set that will arm you with everything from a
keyword generator, to a keyword research tool, to landing page creation suggestions and back
again.

To really find out about the effectiveness of our software, you can:

       Try WordStream Free Today
       Request a Live Demonstration
       Sign up for our Search Marketing Webinar
       Subscribe to our Newsletter

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PPC

  • 1. PPC - Achieve More Efficient Pay-Per Click (PPC) Marketing PPC (pay-per click) search marketing software offers a means for accomplishing two core requirements for PPC optimization: PPC Automation - While it would be impossible (and inadvisable!) to automate every aspect of pay-per-click advertising, automating away redundant, time-consuming tasks affords you a means of increasing productivity. Often, this means being able to produce an amount of work that would otherwise have been unachievable for you and your business. PPC Management - PPC management refers to the maintenance and prioritization of paid search marketing tasks. Being able to oversee various aspects of your account while assigning each item on a seemingly endless to-do list an appropriate value can make or break an online ad campaign. WordStream's PPC software is specifically designed to aid in these two PPC search engine marketing areas. This page will show you both the processes the software is automating for you, and the best course of action to take where workflow is concerned. Automation And Your PPC Search Campaign Creating an effective AdWords campaign for search requires a mass of time and effort. WordStream is built to help productize pay-per-click campaign labor while recognizing that only certain tasks should be automated for you. Rather than being a replacement for a human PPC marketer, WordStream functions as a helping hand in AdWords campaign management where you need it most. WordStream's keyword management software allows you to lean on it for manually impossible PPC advertising tasks like developing PPC keyword lists in the millions, and allows you to make decisions about how your content is grouped or which ads are created while guiding you with keyword research-based suggestions. The software offers the following PPC automation in the following ways: Keyword Research Pay-Per-Click Keyword Grouping Negative Keywords Ad Text & Landing Page Creation PPC Keyword Research Keyword research for PPC or affiliate marketing is incredibly time-consuming, but it is also incredibly important. Finding the right keywords is the basis upon which your entire pay-per- click marketing capaign is built, and if you're not able to continuously, iteratively grow and refine your keyword list, you are missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that you should be using in your campaign. In order to compile an effective keyword list, that list must be:
  • 2. Relevant - Obviously, you don't want to be buying Web traffic that has nothing to do with your business. You want to find targeted clicks that will lead to a higher PPC click-through rate, and increased profits. Exhaustive - The keyword list has to extend to the long tail of search. Expansive - PPC is iterative. You want to constantly refine and expand your campaigns. You want to create an environment whereby your keyword list is constantly growing. WordStream provides a Keyword Discovery Tool, a PPC keyword research solution which simultaneously generates a relevant, exhaustive, and perpetually growing keyword list. The software accomplishes this in three ways: Parsing Historical Web Logs - WordStream will utilize the software's Web analytics capabilities to sift through your site's historical web logs and create a list of all of the keywords people have used to reach your site through search. This is the most valuable way to build your keyword list because it's actual site data from real people, not projected suggestions based on your subject matter, which is how other keyword research tools approach keyword research. Monitoring Site Traffic - The application's actalytics software also tracks visits to your site through search. This includes organic search. This is a powerful feature. Search engines have defined your site as being about something. They've expressed this to you by allowing your site to drive traffic for certain keywords. You should be leveraging that data to generate more relevant search terms for your PPC campaign. Capturing New PPC Keywords Being Matched On - Additionally, by setting your PPC keywords to broad match or phrase match, search engines will find additional variations of your keywords to match your ads to. While the search engines make it difficult to discover exactly what these words are, WordStream's keyword software will capture and continually add these new keyword variations into your database, automatically. The software then stores all of this keyword information in your WordStream keyword database. You have immediate, fully functional access to these keywords and can easily group them, set negative keywords, create ad campaigns, and monitor your site's progress from one centralized interface. Since these keywords are all generated by actual traffic to your site, and because the software automatically generates new keywords everyday, you can be sure that you are operating with an exclusive, extensive, ever-growing, and relevant keyword list. This collection of keywords is presented to you within your WordStream dashboard, as shown here:
  • 3. WordStream also includes an embedded version of Google's keyword suggestion tool, which is handy if you're just getting started, if your site is new and has limited historical data, or if you just want to check for any popular keywords you may be missing. The tool includes all the functionality of a traditional keyword suggestion tool, but goes way beyond that for pay per click advertising management. You can import keyword suggestions directly into your existing database at the click of a button, and they'll automatically be organized into your existing keyword groups, with any duplicates removed. All the legwork of transferring between external tools and clumsy spreadsheets is eliminated, freeing up time for more strategic PPC activities. PPC Ad Groups Because of a concept known as Quality Score and due to the way that online advertising works, it is imperative that you be able to effectively group your researched keywords. Establishing a keyword taxonomy not only aids in improving your Quality Score; it also helps to sculpt your SEO content strategy:
  • 4. Here, the software is suggesting various keyword group segmentations. The process here is fairly straight forward: Select the segmentation with the highest relevance score - Relevance score is determined by the percentage of the keyword database, combined with the percentage of visits driven to the site by a particular keyword group. Or, define your own relevance formula. Quickly create a new keyword grouping - You can create one group, or several groups simultaneously with WordStream's keyword grouping features. We offer a more extensive explanation of the application's keyword grouping tools here.
  • 5. You can also use the Workflow feature to track which AdGroups have specific landing pages written for them to help you prioritize new content pages. Negative Keywords for PPC In addition to being able to generate keyword lists and create tightly related Ad Groups, it is also necessary to be able to identify the terms within your PPC account that aren't working. WordStream offers automated solutions for the detection and filtering of negative keywords with our negative keyword tool, which learns from your decisions over time. By deciding which suggested terms aren't actually all that relevant to your campaign, you can tell WordStream to filter words like this in the future. PPC Ad Text and PPC Landing Page Tools And, of course, the creation of quality ad text and targeted AdWords landing pages is another huge factor in both Quality Score and conversions. WordStream provides you with ad text tools which help you to author strategically crafted ad text, and offers landing page solutions that will synchronize your entire PPC campaign and coordinate your message. You can create an ad group right from your main WordStream keyword list. How easy is that? PPC Advertising Management In addition to the automation of several tasks, WordStream also provides you with extensive PPC management capabilities. You can create a complex PPC campaign, then oversee every
  • 6. aspect of the campaign from having keywords suggested to you, all the way through to posting account changes. You can access a more detailed account of WordStream's PPC management tools here. PPC Software Solutions From WordStream WordStream offers a comprehensive PPC tool set that will arm you with everything from a keyword generator, to a keyword research tool, to landing page creation suggestions and back again. To really find out about the effectiveness of our software, you can: Try WordStream Free Today Request a Live Demonstration Sign up for our Search Marketing Webinar Subscribe to our Newsletter