How do you improve your PPC campaigns

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To put context to my advice, I used to solely manage a few hundred thousand dollars per month on Adwords and Adcenter spend. So, not huge and not small.

Some of my daily/weekly tasks I used to increase the ROAS substantially:

Add new keywords.
Use keyword planning tools to find relevant keywords to your topic at hand. If you have the budget, it doesn’t hurt to cast your net a little wider at first.

Choosing proper match types.
Let’s say you are running a kite and kite supplies store. You want to drive traffic to your kite strings so that people can either fix old kites or get flashy with their new kites! Well, gee, that’s simple… just advertise for the words: Kite Strings.

What match type? Because of my budget I typically started most things with broad match. And then using the search terms report I would start segmenting off the higher traffic words into their own keywords so I could report on and bid on them separately. However, I would typically leave the broad match terms active. I was only able to do that because of…

Negative keywords.
In conjunction with moving the higher volume words into their own keywords, I would start to add negative keywords for search terms that are irrelevant.

For example, apparently “hartstrings” makes a boys line of clothes called kitestrings: http://www.hartstrings.com/depar…  You may find you are spending a lot of money on people looking for clothes for their child. You may find a lot of negative keywords surrounding “clothes” “boys” “sweater” “vest” “kitestrings” (in one word) “hartstrings” etc

As you filter these irrelevant words out you will see your broad match “catchall” keyword start to improve in performance.

Dayparting and hourparting
Next, I would take a look at day and hour parting / bid fluctuations. Do kite strings sell better closer to the weekend? Maybe we bid higher between Thursday and Saturday, lower between Sunday and Monday, and normal between Tuesday and Wednesday. On Sunday, maybe our traffic quality is abysmal between noon and midnight and we just turn off traffic.

Creative optimization
Always be testing new ads. Just because Ad B converts 20% better than Ad A doesn’t mean that an Ad C doesn’t exist that could convert another 20% better than Ad B! Always. Be. Comparing. (It’s like the ABC of sales :P)

Try new copy. Use different unique selling propositions (USPs) in the copy. Play with dynamic keyword insertion. Try different landing pages for the ads.

Landing page optimization
This deserves it’s own question so I won’t dig into it too deeply. But above I mentioned try different landing pages for creatives… which means develop new landing pages 🙂 Make LPs that are consistent with the USP from the creative.

Ad placement optimization
Being ranked 1st isn’t always better, but sometimes it is. Find the sweet spot for you. I’ve had success in positions ranging from 1-5, so ignore anyone that tells you the “right” position to shoot for. Find out the right position for your search terms, creatives, and website.

 

To improve your PPC campaigns you must learn how to choose the right keywords.

Advertisers cannot just choose keywords that they think they should be targeting. It’s not the way PPC works. A campaign requires an ad group which, in turn, requires a keyword or keywords (or key phrase). Simply, the keyword(s) is bound to a group of ads. Choosing the right keywords is thus critical.

General or specific keywords

There are two major kinds of keywords: general and specific. General keywords are keywords about the industry and product or service category while specific keywords are about the brand and location. Specific keywords are also known as long-tail keywords, which make the campaign more targeted to what is being offered. Long-tail keywords contain more than three words. They often have lower search volumes and cost per clicks.
There are instances that general keywords are more appropriate to use than specific keywords. For instance, if a business offers digital marketing services, it may simply use ‘digital marketing company’ as their main keyword.  This will allow users to find the business despite searching broadly.

Geo-targeted keywords

For local businesses, it is critical to include the geographical terms in the keywords. So, if the business operates in the Philippines specifically in Manila or Cebu, the keywords should be ‘PPC packages Manila’ or ‘PPC packages Cebu.’

Know and do keywords

In creating a campaign, it can be also designed to include know and do searches. An example of ‘know search’ is ‘which is the best PPC company in Cebu’ while an example of ‘do search is‘outsource PPC services in Manila.’ Know searches are informational queries while do searches are transactional queries.

Nonetheless, PPC campaigns usually target do searchers than know searchers. It is always great to discover that people are actually looking for information about the services. However, these people may not really be looking for your product. Do searchers make transactional inquiries which mean that they are more ready to buy the product or acquire the service.

A great tool to check reports on a daily.weekly or monthly basis  is the RTB-Media cross-channel tool. There you can see how your ppc is doing and your conversions from all the platforms you are advertising. (http://blog.rtb-media.me/blog/pr…)

If you are not getting the results you want, make sure you are not having too many keyword, less than 30 per ad should be fine. You want to make your campaign as specific as possible. Also, make sure your ad is clear and easy to understand. If you think from the customer perspective, they normally judge your ad in less than a second and decide if they want to keep looking more of it. Make it simple, don’t include all your products/services and make sure it’s visually attractive. Run A/B test constantly to decide what type of colors, images, messages  work better.

Choosing the Right PPC Keywords – Keywords Revisited!

Smart marketers know that all marketing strategies have their own pros and cons. While PPC is inherently regarded negatively, ask any online marketing agency, and it will tell you that there are many positive outcomes that may get from a PPC campaign.

PPC, while it has many benefits, is NOT the only and ultimate way of driving traffic and increasing sales. However, PPC must be tied up to SEO (search engine optimization, SMM, (social media marketing) and SEM (search engine marketing). All of these are needed in having a highly sustainable digital marketing strategy.

 

ppc-keywords-online-marketing-agency

 

Choosing PPC keywords

Advertisers cannot just choose keywords that they think they should be targeting. It’s not the way PPC works. A campaign requires an ad group which, in turn, requires a keyword or keywords (or key phrase). Simply, the keyword(s) is bound to a group of ads. Choosing the right keywords is thus critical.

General or specific keywords

There are two major kinds of keywords: general and specific. General keywords are keywords about the industry and product or service category while specific keywords are about the brand and location. Specific keywords are also known as long-tail keywords, which make the campaign more targeted to what is being offered. Long-tail keywords contain more than three words. They often have lower search volumes and cost per clicks.

There are instances that general keywords are more appropriate to use than specific keywords. For instance, if a business offers digital marketing services, it may simply use ‘digital marketing company’ as their main keyword.  This will allow users to find the business despite searching broadly.

Geo-targeted keywords

For local businesses, it is critical to include the geographical terms in the keywords. So, if the business operates in the Philippines specifically in Manila or Cebu, the keywords should be ‘PPC packages Manila’ or ‘PPC packages Cebu.’

Know and do keywords

In creating a campaign, it can be also designed to include know and do searches. An example of ‘know search’ is ‘which is the best PPC company in Cebu’ while an example of ‘do search is‘outsource PPC services in Manila.’ Know searches are informational queries while do searches are transactional queries.

Nonetheless, PPC campaigns usually target do searchers than know searchers. It is always great to discover that people are actually looking for information about the services. However, these people may not really be looking for your product. Do searchers make transactional inquiries which mean that they are more ready to buy the product or acquire the service.

Negative keywords

In October 2012, Google introduced near match wherein the ad will be shown if the user searches for the targeted keyword despite misspellings, accents, abbreviations or even plural and singular forms.

Google also launched putting ‘negative keywords’ so the ad will be more targeted. For example, if the keyword is ‘PPC services Philippines,’ adding –competitor1, -competitor2, -competitor3, etc. Optimind’s PPC ads, for instance, will not be triggered by these negative keywords. Thereby, through these matching options, the choice of keywords can be controlled when it comes to queries that trigger the ads.

The overall process results in preserving the advertising budget and improving the click-through-rate (CTR).

 

No individual website can rely on a single channel, that is, if it wants to succeed in the ever-competitive Internet industry. Different channels must be implemented for proper diversification of risks.

So, saying that PPC is not complicated is an understatement. In fact, as mentioned above, PPC is not as complicated as other online marketing strategies, but it can get complex and confusing at times. And in times like these, perhaps one should start comprehending making the process easier.

The secret is doing it right. Remember that while you may have the perfect campaign, it is not the only factor that can make such a campaign a success. If struggling is the only option, this brings us to the next area which is PPC outsourcing.

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