In a PPC (Pay per click) ad campaign, it’s important to choose the most effective keywords and utilize these keywords effectively. By doing this, you reduce the cost per click (CPC) of the ad through an enhanced Quality Score and you are also in a position to better follow keyword use trends and adapt to market changes.
Keywords are the groundwork of any PPC ad. When selected with care and then incorporated into the ad group, description, and landing-page (s) of the ad, they increase the relevancy of that ad. Increased relevancy leads to a higher Quality Score, which is employed as a major parameter for setting an ad’s CPC on advertising networks like Google AdWords. Also, increased ad relevancy leads to improved Web user experience and targeting. Finding the right audience for your PPC ad in turn increases the chances of sales and bigger profits for you.
While the benefits of a keyword-matched and relevant Pay per click ad are many, the mechanism for achieving such optimisation is not always apparent. Nevertheless follow these three quick tips and your ad will be better optimized and in a position to generate more conversions.
Use negative keyword filtering.
Once keyword matching has been implemented, many advertising networks offer helpful methods for sharpening the focus of the Pay per click ad campaign. To this end, tools like the Google AdWords Search Query Report permit you to analyze which particular keywords are being used to search for your Pay per click ad. Should you discover that one or two of your competitive keywords are displaying irrelevant search queries, these irrelevant terms can be added to a negative keyword filter list. Doing this prevents your ad from displaying for these keyword phrases in the future. Performing this critical step also lowers your advert campaign cost and improves your return on investment (ROI). As an example, a cautious or suspicious customer may search for the word scam after your targeted keyword: ‘CashCrate Scam?’. This may not be the type of customer you are looking to target as they are at a different point of the sales funnel.
Use long-tailed keywords.
Many advertisers overlook using long-tailed keywords/phrases (e.g, home mortgage refinance costs in Wyoming) because the amount of searches on such terms is low. Nevertheless it’s critical to not only use long-tailed keywords in your ad campaign, but to keep adding them as they’re discovered. The rationale is because conversions are much more likely to occur from searches on long-tailed than on short-tailed alternatives. As an example, consider the Web visitor inputting “vacation” versus “Aruba winter holiday” into a search site. The visitor inputting “vacation” is most likely just scanning for possible holidays. The visitor inputting the long-tailed keyword/phrase is likely at the end of the sales cycle and has a clear interest in making a purchase.
Long-tailed keywords also carry the benefit of a low CPC, which lowers overall ad costs. Likewise, long-tailed keywords/phrases may increase an ad’s click-through rate (CTR), since Web users inputting highly specific keywords are likely to click on any (and less) applicable adverts which are displayed.
One system by which long-tailed keywords can be made is by adding purchase modifiers to your ad group core terms, for example the words “buy”, “find”, and “seller”. Once these terms have been added, be absolutely sure to use only phrase or exact matching in the ad groups to guarantee applicable search queries.
Don’t get into bidding wars.
A Pay per click ad doesn’t have to reside in the first ad position of the SERP in order to generate conversions and a high CTR. Remember, an ad campaign is a long-term venture, and your number one goal should be maximising the ad’s ROI. Therefore , do not overbid on an ad’s CPC. Also, keep in mind that many PPC adverts that are placed into the most outstanding spot of the SERP attract clicks from Web users who are “just looking”.
Each one of these 3 steps should help you optimize your ad for keywords, which will help improve your competitiveness and bottom line. Nevertheless bear in mind that keyword optimization is a long term and continuing process. You should be regularly check your Pay per click ad keywords to make sure that they are still enticing the right customers and are generating conversions.