Make the Most of a Paid Search Account!

Optimizing the AdWords account you establish is going to take a lot of your time. You’re going to be analyzing data, making decisions on the account based on that analysis, and essentially do what you can to get the most out of the account. It all becomes routine after a while and changes become rather minor fine-tuning efforts. Nevertheless, you can score some fairly easy points by doing a little bit of new activity. You can think of these as wins that do not require an awful lot of effort. A nice surprise is that there is more than one way to get some fast and easy positive results.

  • Experimenting with Match Types

Advertisers will use particular match types, which they utilize more frequently than others. It is essential to have a match type that is best suited for a given campaign. You can do a little experimenting by adding effective keywords in exact match types. Exact match keywords will not have the same cost per click as a phrase match, and you need to have a separate bidding strategy for each.

A modified broad match will allow a controlled exposure of your keywords. You can add terms which are producing desired figures, or might generate increased traffic volume. A smart idea is to review the query reports, and make changes which will add good keyword variations into any campaign.

  • Dynamic Search Ads Are Useful

You can have a campaign based on website content with dynamic search ads. You don’t have to use keywords, and the headline to your advertisement is created dynamically. from the search query. You will be moving away from the keyword list you already constructed, and the dynamic search and is going to allow you to

notice any other traffic that may prove useful. The next search ads have been proven to increase clicks and conversions if they are used in AdWords accounts. They are not difficult to set up at all. Be selective regarding those pages that are going to be scanned, to avoid having your advertisement show up on a random search query.

  • Don’t Ignore Ad Extensions

The ad extensions are going to help your click through rate. Using them will improve the click through rate and also magnify your position on the search results page. Site links and image extensions are two types of extensions you ought to consider seriously. Taking advantage of the description functionality permits you to have at least four additional advertisements for a page, and that helps you gain preeminence on any search result. Image extensions will let you use an image of the service or product you are promoting. It accompanies your ad and allows your marketing tool to stand out. This is going to allow you to prequalify and promotes desired clicks.

  • Add New Keywords

You do not have to use the old standards all the time. If you take a look at the content of your website, you may discover there are pages where you don’t have sufficient coverage from the paid search campaign you are conducting. You can actually have a fresh pair of eyes take a look at the content, so that any personal bias in favor of given keywords is nonexistent. A solid benefit of new keywords is fresh blood being added to a campaign that may be losing its punch. You can use a remarketing list for search ads (RLSA) campaign to help. RLSA focuses on both the keyword and the audience. You can use new keywords to create a campaign, and then alter the settings so that they are only shown to a target audience that is looking for one of your particular keywords.

  • Optimize Bid Multipliers

Advertisers are now able to set bid multipliers based on location, audience, time of day, and device. It is essential to maximize any opportunity that bid multipliers provide. The preferred audience would be those people who have visited your website before. This will allow you to increase your bid, since they have already become familiar with your website. An even narrower focus would be on those people would make purchases from your website, and they may still be interested in your products.

Time of day has to consider those times and days that show the highest conversion rates. Increase your bids during those time slots. You also can take a look at the performance at given times and add a bid multiplier if it looks as if you are losing ground during certain hours. The Dimensions tab is going to help you find out where geographically you are experiencing your highest conversion rates. You are then able to increase bids in those areas to improve your figures. If you are not taking into consideration mobile devices, you should start as soon as possible. You can take a look at performance based on tablet or smartphone, and make some adjustments to the mobile bid. The periods are going to be very important, and you should increase any bid adjustment based on increased performance.

Estimated Total Conversions will Help with Conversions

It is commonly accepted that AdWords is fantastic for any online marketing campaign. Google has done everything in its power to help business reach out to potential customers. Conversions are extremely important and you need to have a means of determining how well, or how poorly, you are doing. Estimated Total Conversions is one means of getting a better idea. This tool will permit you to take a look at the daily conversions, like online sales, and also different conversion types such as balls and cross device conversions.

It helps to have such figures, because of the dexterity of the modern consumer. A person may use a smart phone to find a product, and then use a tablet later on to make a conversion. Business activity is not limited to one device at all. The value of Estimated Total Conversions is made clear during major shopping seasons, such as Christmas. You are given a better opportunity to find out about consumer behaviors and that can give you an edge over the competition. The following are some way to make best use of Estimated Total Conversions for your advertising campaigns.

  1. Get Results from Mobile. Mobile devices are not a fad. They are here to stay and you have an opportunity to shape campaigns which will take full advantage of these devices. It’s becoming a common occurrence that those marketing campaigns which start using mobile devices begin to see conversion rates not known before. The conversions will come from various sources. As mentioned above, people will begin on one mobile device and then make a full conversion on another. Cross device conversions will show total estimated conversion rate of nearly 10%, and mobile initiated conversions are well into the double digits. Managers who see this are able to react quickly to get a better return on investment keywords. Budgets are being allocated and mobile bids adjusted to optimize the use of the mobile devices. Bids for those parts of an account that are favorably impacted from smartphones or tablets are being increased, resulting in better volume figures without sacrificing quality.
  2. Review the Desktop/Tablet Bid You Created. The return on investment you achieve from AdWords is going to change as you see more conversions being associated with AdWords. This is going to require that you review your cost per acquisition for desktop and/or tablet, which is the result of cross device conversions. Do not hesitate to do a recalculation. Your cost per acquisition may have significant changes due to the cross device conversions. Consequently, you have a chance to explore possibilities where your position can be increased as well as your volume simply by raising your bids.
  3. Prioritize Your Spending. As the number of conversions increase, you can expect the value of the AdWords investment to noticeably change. It can be any other medium such as digital channels or perhaps off-line media; you have to put your money where it has the best effect. The Estimated Total Conversions are going to give you information which will help you develop better budgets and get more out of your investment in bids. Cross conversions will result in increased total conversions within the AdWords universe. A better understanding across channels is there with the Estimated Total Conversions.

We suggest with the above that Estimated Total Conversions is more than just gathering interesting statistics. The data that you are able to view can be highly usable tools to use on your campaigns. You have an opportunity to fine tune bids, and perhaps look at how mobile devices are producing impact.

Anyone who does not use or underestimates the value of mobile devices is heading for failure. People are doing more and more searching and shopping with their smart phone or their tablet. It permits the consumers to make conversions wherever they happen to be. You have a unique opportunity to increase the value of your conversions as you better understand the mobile devices.

The challenge is that cross device conversions can be difficult to track. The Estimated Total Conversions will permit you to get an idea of what is going on. That information trickles down to the rest of your campaign, as you seek ways to increase your return on investment and get the conversion figures you are hoping to receive.

4 Ways To Make the Most of the PPC Component

You are given a major Internet marketing opportunity you must exploit. Google AdWords and other cyberspace networks allow your business the opportunity to reach out to target audiences all over the globe. You want to take advantage of mega traffic, and that is why you are putting large sums of cash into your PPC advertising budget. But even though the Internet is a land of opportunity, there is no absolute guarantee you’ll be highly successful. You still have to be concerned about return on investment and take steps necessary to optimize all of your efforts. You can do that with a number of options.

  1. Get the Right Tracking Software

Do not just get any software package off the shelf to track your PPC conversions. This really does not save any money and causes some serious problems. Investigate the software and not just look for the keywords. More details such as days and hours when searchers are busy on the Internet or the location of these people is going to be important. All the details need to be in real time.

The PPC tracking software should be able to do data analysis every day, as well as any computations needed. The ability of the software to do this is going to save you incredible about the time. Furthermore, you are able to get information on PPC activity, which you can analyze almost immediately. You also have the ability to better control direct linking campaigns and those campaigns you have designed for landing pages.

  1. Tracking of PPC Conversion

It helps to have a clear understanding of PPC conversion tracking. It helps you better measure return on investment, in addition to being able to notice data on leads and sales generated by the website you have. The PPC conversion tracking software permits you to track the lead to a given advertisement and a specific keyword. This allows you to better plan your PPC budget and maximize revenue in the bargain. Always keep in mind your bidding strategy must target those keywords that produce traffic that ultimately converts. If you not able to get those conversions, both money and time resources are being poured down the drain. Do not hesitate to get rid of any keywords that are not producing sufficient conversions. Retaining bad ones is draining money from an already tight PPC budget.

  1. Pay Close Attention to the Landing Page

Those PPC advertisements you have created are to direct consumers to exact pages where search terms can be located. Making sure that happens is going to increase conversion rates. You do not want visitors to go shifting through a number of pages trying to find what they need. They will not do that. Instead, they will touch down on the landing page for a split second and then leave. An opportunity is lost whenever that happens.

The landing page, properly constructed, encourages visitors to take action and make a purchase. The marketing copy on the landing pages gives the enticing message. Do not try to get an academic piece on your landing page. Instead, that copy ought to be concise, easy-to-read, and written so that a person quickly understands it and is exposed to the right type of content. The moment the consumer lands on your page, he or she should have an idea of what is being sold and any benefit to be derived from the purchase. Do not overload the landing page with navigational options; a strong message should be right in front of the viewer’s eyes. Testimonials are great way to persuade a web browser to take a closer look at what you are offering.

  1. Titles and Descriptions

Do not ignore the titles and descriptions you use. These speak directly to the Internet consumer, and ought to give a good description of either your service for your product. The right words are going to encourage the visitor to click your link and take a closer look at what you have to offer. It also means that someone who is looking for something else is not to bother clicking on your add. That is important all by itself because a wasted click still means a cost for you. Be specific with those words and sentences. They attract the best type of leads and help with return on investment. The importance is sufficient enough to have a professional writer prepare the copy.

Watch Out for Keyword Trouble

A PPC account can be a beehive of activity. There are so many things to work on and that increases the chances of human error. Nobody wants to make mistakes but they will happen. Several account mishaps are more prominent than others, and need to be kept in mind. Accidents will happen but these shouldn’t occur on a routine basis.

1. Ineffective Negative Strategy for Keywords

It is all about traffic, and you want to get rid of the bad traffic with negative keywords. What you should be doing is rerouting instead of just putting up roadblocks. You do not want bad traffic to simply go elsewhere in your campaign. You can review the negative keywords and their relationship to other campaigns and ad groups. A shared negative list permits you to service a number of campaigns at once.

Pivot tables can be useful in implementing those negative keywords in your PPC campaign. You might want to use the tables to get a better sense of the performance of given topics across the account, amassing the queries from the campaigns conducted. A table would be created by tabulating the campaigns and ad groups which respond to a specific consumer query. If a query appears to be common in a large number of campaigns and ad groups, you then do some adjustments and funnel the specific query to the pertinent ad groups, making certain the consumer will see the proper ad and land on the right landing page.

2. Ignoring Aggregates

Forgetting about aggregates is a mistake because these figures reveal information that positive or negative keywords are not able to do. The analysis is made easier if keywords are kept in tightly defined campaign structures and ad groups. Modifiers can be observed for their impact, so that not just physical descriptions of product are used (e.g. instead of just evaluate the performance of “white coat” and related phrases, you can consider those keywords and/or queries that are looking for inexpensive coats. Do these do better or worse than the ordinary?). Taking a look at any modifying words or phrases permits you to have an insight into the behavior of consumers. If you are able to look at your more productive words, you have a better chance of responding to user behavior. This can permit you to make changes to the landing pages or the ad copy.

3. Continuing to Use the Same Keywords After They Have Served Their Purpose

You can get too comfortable with standard keywords, because they can deliver diminishing returns over time. A number of problems can arise, including keywords with substandard performance, phrases that generate minuscule traffic, or spending a lot of money and not reaching desired performance.

Keywords that cannot drive heavy traffic may not be crisis situations, but are like leaky pipes that slowly drip water. There will be a price to be paid in efficiency. Taking a look at performance over an extended period can pinpoint difficulties. Even if the keyword does not cost a lot, if conversion rates are too low it may be time to take it out of the campaign. Those that drive hardly any traffic are not really worth having around. If performance goals aren’t being met, it is time to trim back.

The last challenge mentioned is fairly easy to analyze. There are keywords that will generate traffic but not result in conversions. The words and phrases could be too general and not be in line with the intentions of the search. They also might be mismatched in relation to the landing pages or the ad copy. You have to be mindful of the keywords and assess performance. You can do the assessment at a given point such as spending more than your CPA goal, or after a given number of clicks have been performed, or perhaps even a combination of both. This is not an exact science but you should have some system developed so that any problem does not become severe over time.

4. Using Targets Which Are Too Broad

Even though broad match keywords are great for identifying excellent queries and analyzing search behavior, you have to be prudent. You may overstep by accident and get too much information that doesn’t provide a lot of help. Queries which seek only information are common and need to be removed with more than just common negatives.

So much goes on in these campaigns it can be easy to ignore what is hidden in plain sight. Taking a look at the above is going to help you maintain the budget as well as produce better performance figures. Keywords have a certain life span to them. After that, they start to fade and you have to remove them. Broad match keywords have to be able to produce the right information. If you keep an eye out for these all too frequent missteps that occur in a PPC campaign, you’ll see your efficiency increase as what keywords you use are more productive.

You Must Be Willing to use Other Options

Digital marketing will perhaps always be in a state of some change or another. This is pretty much an accepted truth, and the history of the various platforms show this. Paid search is becoming a little bit more intricate, and requires flexibility on the part of account managers. Strategies have to be adjusted to reflect both new developments and rising opportunities. It is a bit sad but some account managers continue to use what they think are good strategies. They really are not, and they are costing money and not producing results. Here are a few examples of PPC practices that create problems.

  1. An Overreliance on DKI

Dynamic Keyword Insertion by itself is a good strategy but account managers may overuse it. DKI is used for creating and text, but sometimes it is employed as more of a timesaver. It is an easy solution that can cause some serious problems. An account manager can accidentally bid on misspelled keywords and bid on branded terms by mistake. DKI is a sturdy work horse, but it is not a game changer. It is better to develop ad groups that concentrate on particular themes. This allows for more coherent ads that have keywords more related to the product or service.

Ad customizers can be used and these are just as good if not better than DKI. You can tailor your advertisements to a product brand and model, product pricing, and even have a countdown functionality with a call to action that persuades users to make early purchases.

  1. Overusing the Search Network of Google

There is no question that account managers should initiate PPC efforts using the Google Search Network. Yet, using Google for everything deprives you of a chance to explore other possibilities. There are other options you may use which are highly effective. They include:

  • Google Shopping. It permits you to display on the SERP images of the product you’re trying to promote. The results can be extremely impressive.
  • Bing Ads Search. What is nice about this option is it follows a format that is close to the search marketing of AdWords. You will get lower volume, but that is balanced by less expensive CPCs.
  • Remarketing. This sometimes is an afterthought but it is highly usable. You can have ad campaigns which reach out to people within your site in the past, and are more likely to do business with you. Remarketing is also rather easy to establish.
  • Google Display Network. This can reach millions of sites. You can easily use it to promote your brand, and connect with top of the funnel consumers.
  • Yandex/Daum/360/ and other Search Engines. If you are using Google exclusively in Russia, you are ignoring its major search engine which happens to be Yandex. Google is very well known, but it is not the primary engine for a number of countries. You’re missing out on a large pool of consumers if you do not take a look at the popular search engines in various large foreign markets.
  1. Ignoring International PPC Practices.

It is a natural mistake to use domestic PPC campaign strategies in foreign markets. This has some major challenges, because Google Translate is not going to pick up on dialect. That can be a very serious shortcut in a country like China, which has distinct dialects spoken by millions of people.

Cultural diversity is something that must be taken into account with foreign campaigns. Some nationalities are willing to bargain, and others might not. Your campaign has to understand the nuances of the people whom you are trying to approach. This means developing an international PPC campaign focusing on the targeted population.

  1. Keyword Cramming

There’s a real temptation to have numerous keywords in the campaign ads. That was deemed necessary in the past but is no longer usable. Close variant keyword matching means there is no reason to stuff the text with lots of keywords. You can easily find yourself with poor quality scores, which result from terms that have low search numbers.

Identity-based targeting is going to be more effective. You can target a market with certain criteria and demographics. This can allow you to be a little bit more sophisticated, and have campaigns that are focused towards consumers more likely to buy.

  1. Decisions Centered on Quality Score Figures Only

Quality scores are important but like everything else mentioned so far, overuse is going to cause problems. CPA and conversion rates ought to be consulted when decisions are being made. A given keyword may indeed have a low score, but that same phrase might be producing good conversion numbers. You can use quality scores as a backup evaluator. Low quality scores might also mean reassigning keywords to a different ad group.

Taking a Close Look at the Performance of Your Display Network

The automatic placements history on your Display Network can be a nerve wracking moment of truth. Not too many people like to do it because it may call for some serious house cleaning. It usually is a monthly chore where you change bids, make exclusions, update the negative lists, and move to managed all of the converting placements. That is well and good but now and then all you see is scarce cash floating away. You can’t count on using brand recognition and awareness to be accepted on a routine basis.
Instead, what you have to do is due optimization and cleaning that goes far beneath the surface. If this is backed up by an attribution model you can depend on, you can actually snatch victory from the jaws of defeat. This strategy will allow you to prove your clients that you are providing good value. A little bit of detective work can help you get a better idea of the root of any Display Network performance problem. Here are some things that you can do.

1. Is It Good AdSense Placement or Are You dealing with Clickbait?

You are searching into the realm of bots, and shady blackhat SEO is one of many techniques used to deceive bots. AdSense has a method to connect the targeting you use to placement garnered from the GDN. Any number of websites can be created to trick a bot into believing it is providing superior placements, but nothing more than an online invalid click generator is happening. This little bit of mischief causes problems in those industry groups where CPCs can be highly competitive. The legal profession and insurance are just two examples of where the deception causes problems. Here is where you can spot the devious deeds, and they can be noted because patterns start to form.
The Content and Domain Name. If you discover there appears to be a pattern in the domain names servicing, by all means look at the websites at the same time, and as you compare them side-by-side look for features that are too similar to be quite incidental. This can come in areas of content, structure and logo. This kind of treachery has the objective of taking your clicks and stealing your cash.
CTR Performance That Is High. This is a major red flag because the Display Network is not where higher than average CTRs are generated. This is particularly true on those automatic placements you have set. A rule of thumb is that anything that goes over 10% is a warning sign. Don’t forget about the impressions and the numbers generated. Placements that register two impressions and producing a CTR figure of 50% might not be a problem.
Ads Appearing On the Website. Your website may be intended to ride with the PPC marketing of given industry groups. If that is true do not be surprised that your competition is going to place its banners there as well.

2. Challenges Dealing with Click Fraud

Look carefully at the invalid clicks and invalid click rate information provided by AdWords. You might discover the invalid click rate is more than half of the clicks your campaign has received. You can expect the bounce rate is also going to be unusually high. Google does a good job at detecting this, and your billing section is going to show the invalid click numbers that your account is generating.

3. Dealing with Real Traffic and Bots

CTR filtering can effectively point out those bots which are intentionally designed to click ads. However, there also are those platforms that attract real traffic to worthless content. This can run into some very serious problems where groups of websites that have the same content and keywords used by your campaign are being employed. This constitutes a strain on your budget, and can drain away your money. It takes a close look but you can find out if your display figures are being affected by what amounts to piracy on the high space.

4. Attribution Modeling Helps

You can build an attribution model to make sure that the efforts expended on your campaign are given proper justification with hard figures. Multi-Channel Funnels has a feature called Top Conversion Paths. It generates a report with data necessary to attribute real value to all of the efforts on the Display Network. It helps if you do work with Excel and the Custom channel groups to get the value figures you need.
There is no need to go looking through the haystack as you seek possible Display Network issues. What was mentioned above can give you a good sense of where problems might be, and permit you to make the necessary changes without burning gallons of midnight oil. Don’t be surprised if some of the issues are hiding in plain sight.

Consider these Before Accepting a PPC Account

Any advertising agency wants new clients and the additional income. However, it can happen that you bite off more than you can chew. Any prospective client has benefits but some carry baggage as well. Before you enter into a business arrangement, which could carry some unique challenges and possible problems, you ought to do some preliminary evaluations.

  1. What Does the Budget Look Like?

A prospective client may have no idea what is involved in a PPC campaign and the proposed budget reflects that lack of knowledge. The size of the budget has to be weighed against the market; the amount may not be sufficient to adequately meet the competition. Although you have any number of tools with which to work, such as geo-targeting or flexible ad scheduling, it may not be enough. The budget figures may harm the campaign if your efforts are up against a market whose participants have more resources.

It is critical to know the if the budget will cover the cost of your data collecting and your investigation of the target market. This is the time when a small business may start to worry about the cost of this phase and if the money is well spent. Transparency is critical. You need to be frank with the other party, even if it might mean losing the account opportunity. The prospect needs to know the initial costs after the account is activated.

You can brief the other party on the various options you believe will create success. By being open you not only make them less anxious about the first few months, but gain their respect for being honest. You will also have the time needed to reconcile any issues and implement the account. Should the client decide PPC is not the way to go, it is for the best. Better to learn that in the beginning than to have the client abruptly terminate activity later.

  1. Compare CPC to Revenue

Research about the industry in which the client does business is important. You need to know the levels of competition, what hints can be derived from Google AdWords, and what can be expected from any CPC activity.

If the prospect has never had a PPC campaign conducted before, you have to decide if that is the right thing for that company at this moment in time. That means doing an analysis of anticipated CPC against the revenue they will actually receive with every conversion. The numbers have to justify the activity and if the data does not, the prospect has to be made aware of any potential difficulties and what options are available which are inexpensive, such as Display Network.

  1. The Challenges of Post-Click

The post-click results have to be considered before signing with a new client. Where traffic is going is essential information to be researched. Poorly structured landing pages are a recipe for failure, with quality scores suffering along with subpar conversion rates. The following questions about landing page design must be asked.

  • Is there any data about turnaround time?
  • Are landing pages contracted out or created in-house?
  • Is the prospect willing to create new landing pages for the sake of a PPC account?

Any reluctance on the part of the new client to make changes to obsolete landing pages, or if that party has malfunctioning pages, it is a clear warning signal to not enter relationship.

Your experience in the PPC world gives you a veteran’s knowledge of what does and does not work. Any red flags cropping up in the preliminary discussions make frank words necessary. Although the prospective client may not like what is said, you are saving this organization both scarce cash and precious hours. They will respect you for being open and honest.

You have to do your homework ahead of time. That involves not only the industry in which the new client operates, but also the PPC competitiveness and the capabilities of the landing pages. All the ingredients required for a PPC campaign to be successful must be there before any contract for services is signed. The research will spare a lot of headache and stress. The preparation also showcases the professional approach you take to running a PPC campaign.

Test to Keep PPC Campaigns Fresh

Not everything improves with age. AdWords campaigns which are no longer fresh and inviting are matters of real concern for any Internet advertising department. A/B testing and split testing are the only means to really bring life back into an old and doddering AdWords account. If you apply the Product Life Cycle(PLC) theory: introduction, growth, maturity, and decline, then you know what is going to happen to those elderly AdWords campaign. No one wants to explain to top management how a campaign went into the decline stage. Some proactive fine tuning is needed as soon as possible. It is very easy to discover when your AdWords campaign has hit stage three of the PLC. Nothing seems to be having an effect on the campaign conversions. Fortunately, it is possible to wake up the conversions and test for impact. It will require taking a good look at how the A/B testing strategy can be used in certain parts of the ongoing PPC campaign.

A/B Testing of Adverts

It often happens that when a new advert is brought into the campaign there is a major boost in the number of conversions. That is what is supposed to happen, but does not always occur. Periods of time, up to as long as a few months, can go by with nothing happening. The adverts need to have more testing applied to them. The conversion report offers a clue as to the number of impressions which happen before a website visitor decides to do a conversion. Ordinarily, it takes more than one impression, which justifies doing tests between the different ads in the campaign.

There are some available options. Adverts can be composed to go after various target markets, or the text can be focused on reducing any risks. Don’t take risk reduction lightly. You have a responsibility to reduce the risks which may arise in your campaigns. The categories of risk which must be featured in your adverts include functional, temporal, psychological, social and sensory.

Investigate the Landing Pages

You can make copies of those landing pages which you have set and perform an A/B split test based on the one-page factor. It is a good idea to set this split test from the landing page instead of the AdWords campaign.


It is because of the number of testing tools you have at your disposal. Visual Website Optimizer is just one of the many A/B testing tools you can use to analyze your landing page. The traffic split ought to be set to 50/50 with the tool you intend to use. This permits you to get a credible sample size rather quickly for results which are statistically significant.

Do not be upset if during all of the testing the cost-per-converted-click figures go up. This has to be an accepted risk and you can make the needed adjustments later. The evaluation of the landing page will use two primary metrics: Cost-Per-Converted-Click (the intention to be reducing the figures as much as practicable), and Click-Conversion-Rate (This is just the opposite. You want these figures to be a lot higher). Use these as the guides for the testing you will be doing.

Take a Look at the Promotions/Offers

Market research is all about looking at what the other guy is doing. The promotions and offers used by the competition can give some valuable clues for how to make mature campaigns come out of the doldrums.

It permits a small business to benefit from the efforts of their larger competitors. The big companies spend money on testing and have larger budgets. Small entrepreneurs have the brain power but not the capital to spend on advert testing. Looking at what other companies do creates food for thought which, in turn, might help in improving established campaigns.

Testing is the only credible way of getting to the bottom of any problems a mature campaign may have with conversion figures. The testing evaluation has to be ongoing to generate data which can be scrutinized. Discovering why the campaign matured in the first place can help make improvements in those efforts based in Bing or Facebook, or in other environments where PPC campaigns are utilized. Resting on past laurels is dangerous when it comes to Internet marketing. Test to make sure the campaigns deliver the desired results

Can Segmenting a PPC Campaign By Match Type Help?

Internet marketing has been an open forum about opinions, and search marketing gurus discuss back and forth the importance of doing match type segmentation. If you are a PPC manager, you have the responsibility of determining what is best for your account. Here are some of things you ought to consider as you review the various alternative.

  1. Search Queries can Produce Different Results. Should a Query Produce Ads for a Large Number of Keywords in an Account, What will occur?

It can happen that a lone query activates numerous keywords in your account. There happens to be three outcomes from the Google algorithms that direct the keyword ads resulting from a query.

  • Google will use the exact match keyword if there happen to be many identical keywords in the query;
  • Keywords identical to the words used in the search get priority. These will produce the ad. This will happen whether or not you have additional keywords in a given ad group that are close to matching the text of the query;
  • In the event there are a few broad match keywords in the ad group, and these in broad terms match a search text, that keyword which has the highest Ad Rank is going to receive priority.

Exceptions will arise to make things interesting.

  • Now and then, Google will use an inexpensive keyword. If a keyword has a higher Ad Rank and Quality Score, with a lower cost per click bid as well, it gets priority.
  • Any budget restrictions will impact priority if the same keyword is used in a number of ad groups.
  1. Keyword Cross Contamination.

This can happen and you have to check your account. You can look at the search terms report created for the last month, include the “Keyword” column, delete report dates, and then do a Select All and have the label “Search Term” in the row label and in Values use “Count of Keywords.”

With the data supplied, you can investigate how Google matched the keywords with the given search text. This should permit you to discover any difficulty your existing account structure may have which is causing unacceptable performance. Some of the problems with conversions may almost leap off the page. The match algorithm exceptions and rules Google uses, may, in fact, be trumping the search terms you have selected!

The Problem Needs Fixing

Discussion and debate is pretty much centered on match type segmentation in general, but there is considerable talk about where to do it: the campaign level or the group level. As an account manager, you have two distinct options.

  1. Campaigns
  1. Use Custom Ads
  2. Try embedded negative keywords. A shared library can be used for the campaign level lists.
  3. Have match types be a factor in campaign budget administration.
  4. Implement more campaigns
  1. Ad Groups
  1. Use Custom Ads
  2. Embedded negative keywords.
  3. Reduce the number of campaigns conducted.

ROAS/CPA bench marks or a tight budgets are reasons to implement match type segmentations for the campaigns. It will prevent less than optimal match types from soaking up precious budget resources, allowing more cash for match types that are meeting expectations. Account analysis will help determine how match type performance is impacting the figures. Ultimately, you are the one who decides what is to be done.

There are a many justifications for using match type segmentations in the account design. Close variants have gone through changes and you have to keep an eye on these. If the evidence suggests they fail to preform to expectations, you have yet another rationale for taking the path of match type segmentation. Misspelled keywords and close variants may be used as negatives to any phrase and exact match campaigns or ad groups you may employ.

Google algorithms and the Google rules can create a bit of frustration, but these are not insurmountable obstacles for you. Budgets certainly are important and may limit your number of campaigns. Embedded negative keywords appear to be quite useful, no matter what course of action you choose to take. There are clearly ways of righting the boat and getting the figures you need. You have make the decision based on what the needs are for your given account.

Lower the Bounce with a Better Landing Page

There is a great deal to making any Internet marketing succeed. It can be keywords or conversions or any number of things which may seem strange to a layman. As a marketing expert you are well aware of how bounce rates will affect a PPC campaign.

How your landing page engages a visitor is critical to your campaign success. The bounce rate gives a suggestion of the ability of the landing page to keep the interest of a wandering cyberspace shopper. A landing page with long, wordy paragraphs will cause a substantial bounce rate to occur. You have to review the bounce rate as it relates to the content on the page, and the kind of action you hope a visitor will take as they view the landing page. Before you panic, remember a landing page whose only objective is to provide information will generate a higher than average bounce rate. But, landing pages are not ordinarily meant to just enlighten. They will have a call to action whether it is a conversion or just filling out a form and submitting it.

You can take steps to convince a person to stay on the site and perhaps do some shopping. The following ideas are meant to help you reduce the overall bounce rate and encourage a visitor to go ahead and make the call to action request.

  1. The Landing Page has to respond to a Keyword Search. You might be selling “coats”, but that is not enough text in your ad. People look for what they want and do not wish to spend time browsing around on the landing page. You may be selling a variety of coats, so have an ad group for each type of coat in your inventory. Make use of negative keywords at the ad group level to increase the chances of your link showing up on a search.
  2. Use Keywords with a Rifled Focus. If you are selling coats, indicate what type of coat you have in your inventory. A shopper may be looking for a heavy coat, but really wants a winter coat for the cold months ahead. The match of “heavy” and “coat” is not going to be the match you want, and the shopper may bounce away, You can use more descriptive words in your advertisement such as “heavy coat for winter” or perhaps “Heavy winter coat for women.” This give a better chance for a person staying.
  3. Ongoing Keyword Management. Give the campaign some time, maybe several weeks, and you will be better able to analyze and review your bounce rate at the keyword level. Keep a close watch on the rates and consider any changes or revisions based on the changes detected. You may have to change the match types routinely, perhaps replacing keywords completely or adding a few more negative keywords, to alter the overall campaign performance and get a more focused target on any potential buyer audience.
  4. The Must be Conversion Possibilities if Conversions are what you are Looking for. Any visitor to the landing page has the attention span of a hyperactive teenager. There just isn’t a lot of time allowed. Visitors either find what it is they want with the blink of an eye (or a few seconds, whichever comes first), or else they will leave to go looking someplace else. This is why your PPC landing page cannot be just a bunch of paragraphs describing your product and its qualities. You have to build things up a bit, make it easy to link to additional information and/or provide a way of contacting you for more information. Failing to do any of these is practically daring a person to do a bounce. They will. The design of the landing page must include a very obvious call to action, with encouraging words included. You are giving guidance to a curious visitor and at the same time inducing that person to do something besides stare at the page.

Don’t ever concede a bounce. Be certain your landing page has the keywords and guidance needed to keep the person on site, and perform a call to action. The success of your campaign will depend on this vigilance.