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Computer Help
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How to have successful PPC campaigns |
To having a successful PPC campaign follow these useful
tips. These include everything from keyword selection, bid management, and
campaign setup to your destination website. This article will discuss five of
the most important areas: Keywords, Ad Copy, Destination URL's, Organization,
and Analysis.
1. Keywords
Having a successful PPC campaign starts off with keywords. While your keyword
líst will likely change and evolve over time, it is important to start with
something that makes sense.
Base Keywords
First you will want to start off with your base keywords. These are any words
you feel are relevant to your site. You may not end up using all of these in
your PPC campaign but they will act as a stepping stone to finding other related
phrases. Let's say you own a camera shop. A few relevant keywords may include
"digital camera" or "buy a camera".
Don't forget about negative keywords, of which "free" is probably the most
common negative keyword used. Using the camera shop example, you may also want
to use brand names for cameras that you do not carry. If you don't sell Casio,
or Sony, using these as negative phrases will help cut some unqualified traffic.
The same goes for pricing. If your products are more expensive than most, you
may want to use "discount", "cheap", & "affordable" as negative words as well.
When it comes to ad text you not only want your ad to stand out, but you also
want it to be highly relevant to the keywords and the destination page. Start by
taking a look at some of the paid ads for keywords within your ad group and see
what people are saying to draw the attention of shoppers. You may want to use
phrases like "Cheap" or "Discount" in your ad text, but if you do this you
better be sure that your products fit the bill. If the customer sees "discount"
and your prices are too high, they will likely walk away.
Ensure that your target phrases are located within the ad title, description, or
both wherever possible. Not only should your ad stand out, but you really want
the searcher to see the direct relevance with what they have searched for. If
your search phrase is "Canon Digital Cameras" and your ad doesn't mention Canon
at all, you will lose some searchers.
Also be sure to create multiple ad variations and run them against each other.
If you see one is converting at a much higher rate, then create a new variation
of that successful ad while pausing those that perform at a lower rate. This
will help you focus in on what is working and improve your conversion rates.
Landing pages
This is really your first chance to sell the user. While you can hook them in
and grab their attention with the ads, your landing page better sell your
product or service or your chance of conversion will drop drastically. You want
the visitor to be sold at this page; having them click all over the site will
only raise the chances of having that back button clicked.
This is the page that you want to secure the sale. Ensure that this page is
highly relevant to the ad and keyword selection (or on the flip side, ensure
that your ad and keywords are highly relevant to this page).
Where it makes sense to do so you may also want to direct individual keywords to
specific destination pages using the same set of ads, but remember though, make
sure everything flows well. One example of where you may want to do this is if
your ad mentions both Canon and Nikon digital cameras. Keywords including
"Canon" should be directed at a Canon page, and those including "Nikon" should
be directed at a Nikon page.
4. Organization
The organization of your PPC campaign is really dependant on your requirements
as an advertiser. In most cases you will be able to get away with a single
campaign broken down into multiple ad groups. Each ad group will focus on a set
of similar key phrases and ads.
Using the camera shop example, you may have ad groups broken into brand names,
camera types (digital, digital SLR, 35mm), or a combination of, (Canon digital,
Canon digital SLR, Canon 35mm).
By having your campaigns and ad groups properly organized you can save
yourself time and headaches when it comes to ensuring that your ad and keyword
combinations are relevant and optimized.
Breaking your account into multiple campaigns can also be very useful. Let's say
you only want to spend a maximum of $10 a day promoting Canon, but have $20 a
day budgeted for Nikon ads. In this case you would want your campaigns broken
into brand, then each brand ad group could be broken into features, camera
types, or whatever is appropriate for your needs.
Another prime example for multiple campaigns is geo-targeting. If you have ads
relating to Seattle and some for Miami and you want the ads to appear locally
only, then you can set up a campaign for each and assign the ad serving to the
respective city.
There are many different scenarios to apply to account setup, but ensure that
whatever direction you take it will allow for easy maintenance. One of the
biggest mistakes you can make as an advertiser is dumping all your keywords into
a single ad group, and serving up a single ad for all phrases. This lower
relevance would result in higher cost per click rates, and lower click through
and conversion rates.
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Computer Help
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