In recent years, search marketing has changed the way marketers can serve their target audience. Now, with pay-per-click and organic search marketing, we can bridge 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. With a successfully operated campaign utilizing proper PPC management strategies, we can ensure we’re reaching the right audience and provide them with the right marketing message.
No matter what industry you’re operating in, you can greatly benefit with PPC management. With a PPC campaign done through Google AdWords, you can reach your marketing goals through: highly-targeted advertising, controlled costs, precise measurement and campaign management.
With PPC marketing, you can target relevant ads to the appropriate audience when you determine: 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.
Improving Ad Rank
The key to a successful PPC campaign is having high Ad Ranks for all of 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 show up 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 PPC campaign will start with appropriately defined keywords through 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 PPC campaign relies on the success of your keywords, otherwise known as search terms. Keyword research will help you determine all of 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 a 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 PPC keyword research strategy.
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.
The next step in your 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, by modifying the content and calls-to-action to align with your best keywords.
You can continue to grow your business through 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 under-performing 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, structured by a common theme. The more relevant ad groups your account has, the higher your expected CTR and Quality Score.
Good PPC Management Drives Growth
In summary, your 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 management, you can expect continual growth in site visits and conversions.
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