With a successfully operated campaign utilizing proper SEO PPC management strategies, we can ensure we’re reaching the right audience and providing them with the right marketing message.
In recent years, search marketing has changed how digital marketing agencies serve their target audience. Now, with pay-per-click and organic search marketing, we can attract highly targeted potential customers to our site. When people search online for the products and services we offer, we want to be the first search result Google offers them.
No matter what industry you’re operating in, you can greatly benefit from SEO PPC management. With an SEO PPC campaign done through Google AdWords, you can reach your marketing goals through highly targeted advertising, controlled costs, precise measurement, and SEO PPC management.
With SEO PPC marketing, you can target relevant ads to the appropriate audience by determining search terms/keywords, location, demographic, time, and device. Through AdWords, you also control your costs by allocating your maximum budget per month, per day, and per ad. You also benefit because you’ll only pay when someone clicks your ad, which successfully filters those people most interested in your product or service offerings. How does Google AdWords maximize your budget while delivering high-targeted ads? Ad Rank.
SEO PPC Management Strategies
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Improve Ad Rank
The key to a successful SEO PPC campaign is having high Ad Ranks for all your ads. Your Ad Rank is calculated by multiplying the maximum cost-per-click, or CPC, (defined by your budget) by your Quality Score (value added by your ad’s relevance). So, your PPC ads will appear more often to your target audience with a higher maximum CPC and/or a higher Quality Score. Are you eager to improve your Quality Score so you can be discovered without paying more? This value is determined by your click-through rate (CTR), ad relevance, and landing page quality. Google is able to measure these qualitative aspects of your ads in order to provide your target audience with the best marketing message. Therefore, a successful SEO PPC campaign will start with appropriately defined keywords through keyword research.
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Keyword Research
If you are motivated to increase your ad’s relevance, Quality Score, & Ad Ranks, keyword research is the best PPC practice for you. In order to start your keyword research, you’ll want to use an online tool such as Google AdWords’ “Keyword Planner” or another web source. Your entire SEO PPC campaign relies on the success of your keywords, otherwise known as search terms. Keyword research will help you determine the terms you want to pay to be found under, known as your keyword list. An effective PPC keyword list will be relevant, extensive, and expansive.
As mentioned many times previously, the success of an SEO PPC campaign revolves around relevance. Relevant ads help your campaign as much as they help Google because they deliver the best results to the right audience. Relevant ads lead to a higher CTR, effective CPC, and increased profits.
An extensive keyword list will include search terms beyond the most popular terms in your domain. Branching into less competitive keywords is a great way to lower your PPC costs while finding a target audience that is likely to visit your site. Long-tail keywords, or search term phrases, can be more specific to your product or service offering. Therefore, finding great, low-competition, niched keywords is an effective keyword research strategy for any SEO PPC campaign.
In addition to these keyword research strategies, your keyword list should be expansive. Effective PPC campaigns rely on constant refining and expanding keyword lists. This helps your keyword list grow and adapt through any given market factor, such as seasonal changes. Keyword management is a great way to refine and expand your keyword list.
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Keyword Management
The next step in your SEO PPC campaign should be keyword management. Since ad relevance is key, it’s important to have a strategy for managing your keywords. Through AdWords, you can continue to add keywords, add negative keywords, review expensive keywords, and define ad groups. You’ll also want to spend time off the AdWords platform by refining your landing pages and modifying the content and calls-to-action to align with your best keywords.
You can continue to grow your business by expanding your keyword list. Ensure that you’ve done your keyword research to make sure these additions are relevant to your business. Adding negative keywords is also an effective strategy. Add non-converting terms to your Google AdWords account as negative keywords. For example, if you’re paying for clicks to “children’s dentist” and you only service adult dentistry, you’ll want to add this keyword to your negative list. On top of adding keywords and adding negative keywords, you may require reviewing costly keywords. You’ll want to manage keywords that are too expensive or underperforming in order to keep your costs low.
Ad groups are another way AdWords organizes your account by relevance. Each ad group should be a narrowly defined keyword list with a common theme. The more relevant ad groups your account has, the higher your expected CTR and Quality Score.
Good SEO PPC Management Drives Growth
In summary, your SEO PPC campaign will be most successful when you focus on improving your Ad Rank through keyword research and keyword management. Google AdWords is the best platform for delivering targeted PPC ads directly to your target market. For Google, having relevant ads and relevant landing pages is crucial for your PPC campaign. With routine keyword research and PPC management, you can expect continual growth in site visits and conversions.
Contact AIS Media today regarding SEO PPC management by filling out our contact form, or giving us a call at 404.751.1043.
