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PPC Optimization Strategies
It is common for search engine marketers to encounter difficulties in developing successful Pay Per Click (PPC) advertising campaigns. In essence, the reason for their failures in PPC advertising is mainly a lack of experience and understanding of how to use Google AdWords effectively.
With some basic knowledge and understanding of AdWords, one can optimize their Pay Per Click campaigns for better performance. Knowing the intricacies of the Google AdWords platform and how to organize cohesive campaigns and ad groups can lead to higher return on ad spend (ROAS).
PPC optimization essential to maintaining success with Google Adwords. Below we touch on several strategies to optimize your campaigns for better profits.
Understand Keyword Match Types
Although an elementary concept in Pay Per Click advertising, understanding keyword match types is essential to success. Google breaks down keyword match types into three main ways: Broad, [Exact]and “Phrase” matches.
In Google search, a broad match is always a broad match. For example, for a keyword phrase like “Kids military uniforms,” under the broad match setting, your ad might be triggered for searches like “kids army suit” or “youth navy uniform.” Basically, broad matching is very broad, so make sure you know what you’re getting into if you choose to leave your keywords broad (no “quotes” for phrase matching or [brackets] for an exact match.)
Using exact keyword matching by surrounding the keyword phrase in brackets ensures that your ads are only triggered when search engine users submit that exact phrase, and nothing else. yet. By using exact phrase matching, you can better minimize wasted impressions from broad searches and reduce budget-sucking click-throughs.
Since exact match phrases may fail to show your ads for the searchers you want, a good alternative is to use modified broad match. Modified broad is simply placing a “+” symbol directly in front of each keyword (without a space) that you want to be specifically mentioned in a user’s search query. The “+” symbol ensures that this word, and very close variations (such as plural and singular variations) are the trigger for your ads. So if we bid on the keyword “+kids +military +uniforms” our ad will still show for search queries like “kid military uniform” or “kids military uniforms for sale,” not “childrens navy uniform .”
Do Negative Keyword Research
Negative keyword research is the effort to pinpoint unwanted keyword variations that result in unwanted ad impressions. For example if we are an e-commerce store selling NEW “kids military uniforms,” we want to implement a negative keyword change for “used,” “how to make,” or “free” children’s military uniforms.
By using proper keyword matching, there is no need to worry about negative keyword research; however by using modified broad match, we need to research unwanted differences. For many marketers, this is an important step in the PPC optimization process.
One of the easiest ways to conduct negative keyword research is to open the “See search terms” feature. It’s under the “Keywords” tab of the ad group you’re in. Here you can see a list of all the search terms that have triggered your ads in a certain period of time. Looking at all of these search queries can be eye-opening as well as enlightening to identify negative keywords to implement in the ad group.
Once you’ve finished the keywords you want to add as negatives, simply click the check box for the unwanted keyword and hit “Add keyword as negative,” which appears above the list of questions. to search. This will automatically execute the full keyword phrase as an exact match to your negative keyword list for that particular ad group.
Create Tight Ad Groups (with Fewer Keywords)
A common mistake online advertisers make while developing PPC campaigns and ad groups is poor keyword grouping. In most cases, ad groups with too many keywords are destined to fail. Since only one ad can serve an entire ad group, only a few, closely related keywords should be included.
By segmenting keywords into highly focused ad groups, marketers can write targeted ads that are more relevant to the user. In addition to ad copy, keyword-tight ad groups allow advertisers to use better landing pages. Not only will creating more focal ad groups increase the accuracy of the ad and its landing page, but a narrower ad group will increase keyword quality scores and decrease CPC’s (cost per clicks).
A solid first step in optimizing your ad groups is to analyze the nature and quality scores of each group. How many keywords are in your ad groups? What are the quality scores of your keywords? How much activity does each keyword receive (impressions/clicks)? How closely related are the keywords to the ad group?
Hopefully the answers to these questions will enable you to target keywords in your ad group that can be used in a new ad group. In larger AdWords accounts with multiple campaigns, sometimes a keyword can be moved to a more relevant ad group that already exists. This is a common PPC optimization strategy called “Peel & Stick”.
Split-Test Your Ad Copy & Landing Pages
AdWords allows you to run multiple ad variations for each ad group. So instead of creating just one ad for each ad group, try writing three to five ads with different ad copy. Generally, AdWords will start showing the ads that perform best, however, AdWords does not consider the importance of statistical relevance, or validity. That is, AdWords starts favoring one ad over others only after a few impressions and clicks when usually more data is needed to make a valid decision about which ads to serve. works better than others.
If you’re split-testing several ad variations, be sure to select the “Rotate to show ads evenly” option in the settings tab for that particular campaign. This way you can let your ads run for a while before measuring the effectiveness (or ineffectiveness) of the ad copy.
Equally important (if not more important) is to split test your landing pages. This may not be an option if you are advertising on an ecommerce store that has specific product pages as the ad destination URL. However, for other businesses and industries, testing different landing page designs and concepts is important, especially for competitive keyword targets. Try testing different types of call-to-actions as well as using different landing page copy. Another good strategy is to use videos and images where relevant.
Users have high expectations these days while browsing the Web, so make sure to optimize your Pay Per Click campaigns to their full potential.
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