I’ve started powering through David Szetela and Joe Kerschbaum’s new PPC book called Pay-Per-Click Search Engine Marketing: An Hour a Day and I really like this PDF they made available online to their readers. Although it’s about classified ads, you can pull direct correlations to apply to your PPC text ads when advertising on search engines. Really, search engine results pages (SERPs) are just like classified ads except the page is digital instead of paper.
The keyword phrases to use for your PPC account aren’t always obvious. A key to great ROI and customer loyalty is to have customers think that you’re the only viable solution to their problem at a given time. Therefore, the challenge in keyword research is not coming up with keywords. That’s the easy part. You just scan the website and use the product names and there you go…a keyword list.
The challenge is in exploiting markets that become successful that competitors may not have thought of. That’s why it’s important to always be practicing keyword discovery and exploring phrases that might work well by always testing.
If you manage a PPC account, you know that for several years now AdWords has had three match types: exact, phrase, and broad. You also know what they mean and how your keywords are matched to search queries. Up until a couple of years ago, broad match meant that the keywords in your phrase were matched to queries that had all of your words in any order.
Then, broad match became “expanded broad match” where Google’s algorithm was given free reign to decide if search queries were a close enough match in search intent to show your ad. Many of the results were not even close. Your keyword could be business cards and your ad would show on state ids and business plans.
If you take your PPC campaigns seriously (why wouldn’t you?), you’re always testing. Always. It’s the only way to accomplish long-term growth and gain insights that will translate into all of your other marketing channels. One problem that has been inherent since the beginning of PPC is the inability to do true A/B split-testing with variables like keywords, bids, ad text, ad groups, match types, dynamic keyword insertion, etc.
Google’s Display Network has two types of targeting options. The first, automatic placements, we’ve talked about already. This is where you create keyword-themed ad groups and Google makes your ads eligible to appear on web pages whose content theme matches the theme of the keywords in your ad group. Now, we’ll talk about the second – managed placements.
Google, Yahoo and Bing have made setting up pay-per-click (PPC) campaigns fairly easy and painless. Within hours you can have your ads up and running, and delivering traffic to your […]
There’s a big temptation that PPC managers need to stay away from, especially when first building an account. The temptation is assumption. (And yes, we all know what happens when….) If you assume, you can waste a lot of time building out a campaign that you will just have to spend MORE time fixing later.
If you have a PPC account, as you read this you are paying for wasted clicks. Visitors that aren’t really interested in what you offer are coming to your website and you’re paying for them. Isn’t that frustrating to know? The bad news is that the nature of PPC won’t enable you to ever totally eliminate this from happening.
One of the most important things you can do to get all that you can out of your PPC campaigns is to practice granular ad group organization. This does not mean you leave out 1-2 word phrases because we know they carry a lot of needed volume and conversions. So, what do we do with them? Put them in their own campaigns where you can better control them. Then, pull 3-word phrases that perform well enough to have their own ad groups and create them as you optimize your account.
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I often over hear Stoney on the telephone, describing to a prospective client, exactly what Pay-Per-Click entails. These explanations vary from one call to the next of course, depending on […]