In Part 1, we talked about budgets and leveraging BING for your PPC campaigns. Now, let’s really get our hands dirty with more about the PPC evolution.
Remember that there are four different types of keyword match-types available on Google, and you have to be prepared to use all of them and optimize your account based upon them. Break out your search and display campaigns separately. These are two entirely different beasts and need to be understood and approached as such.
Remember that Google now assumes you want to match for plurals on your keywords–adjust your settings if you don’t want Google to make an as…..
Ad Group Organization
Break out your keywords into the smallest ad groups with similar match types.
(A co-worker describes the approach of adding hundreds of keywords to a single ad group as the “vomit approach” – love that – because it is often as successful at times as eating spoiled food and hoping to run a marathon after having done so.)
The search engines are going to reward you with a higher quality score, and (ultimately) a lower keyword bid if you avoid the “vomit approach”. Write your ads to be as specific as possible to the keywords in those groups. Create a theme in your ads that matches the key terms. And remember this one very important thing when it comes to your ads:
TEST TEST TEST TEST!
Test ad copy.
Test what is successful in one ad group and what works in other ad groups.
Test multiple variations of ad copy. The search engines are going to reward you and in turn your audience is going to reward you by providing more conversions.
Remember that your quality scores affect your keyword bids. It’s an inverse relationship: the lower your QS, the higher your bid. You’ve got to be willing to make the necessary changes such as including the key terms on the landing pages, adding negatives to the account, and writing ads that are tailored to the keywords in an ad group.
It’s not uncommon to see only broad match keywords or someone as daring as to add a few phrase matches–learn all four match-types and use them. Bid up the keywords that are working based upon a Cost Per Acquisition (CPA) and/or Return On Ad Spend (ROAS) goal. Bid down those that suck. Search for more specific keywords to add to your account via the search query report.
Another mistake we see is where someone will send a searcher to a very high level page and/or a landing page that has zero relevancy to the keywords. This tactic may have worked in the Wild West of PPC some 10+ years ago, but the search engines are about presenting the most relevant information to their audiences.
You’ve got to be willing to play this game if you want to be a player.
Remember your target audience when you create your landing pages. Take into consideration their level of understanding of the keywords used. Make sure you’ve got a call to action on the pages and place trust factors/testimonials on the pages themselves.
At a bare minimum, you should be utilizing AdWords tracking as well as BING tracking (if you’re advertising on BING). You should also make sure the tracking is accurate.
Why pay for paid search if you can’t properly gauge what is going on? Seriously?
Another free and highly recommended tracking option is Google Analytics. It takes a little more sophistication, but you are able to easily determine Cost Per Acquisition and/or ROAS goals using this.
Call tracking is also something that should be considered if you are receiving a fair number of leads and/or sales via the phone. Call tracking can often be integrated into Google Analytics, and your reports for clients. If your company is seeking sales leads based upon PPC – consider looking into an end-to-end CRM solution.
Keep in mind that this piece only touches the surface of PPC optimization basics. Since PPC is constantly changing – keep checking the search engine blogs for enhancements as well as other blogs (such as seOverflow’s own blog) to stay abreast of what is going on in this dynamic world. Until next time….