Blog items tagged with "paid-search"
Tags: paid search , strategies , tips , ppc , google , adwords
Without some degree of know-how, Google AdWords can be a confusing platform to operate. In short, there's a number of little intricacies, that without the proper understanding, can become big nuances.
In this article, I share with your five empowering tips that will help you overcome this common nuances.
Create Focal Ad Groups That Contain Only a Few Keywords
One of the most popular PPC mistakes is including too many keywords in one ad group. Trying to cover a laundry list of keywords in one ad group makes it challenging to write a highly targeted ad. In addition, your keyword quality scores may not reach their highest potential.
When developing or optimizing a PPC campaign, be mindful to ensure your ad groups contain only a handful of highly relevant keyword groupings (a max of 4-5 is ideal.) Not only does allow you to write targeted ad copy while helping to improve quality scores, but having highly focused ad groups enables you leverage better landing pages.
Split-Test the Verbiage of Your Ad Copy
A powerful way to continuously improve your ads' click-through rate (CTR) is to split-test the verbiage of your ad copy. The process is actually quite easy. Create 3-4 ads with slight variations of ad copy, and run all of the ads at the same time (be sure to select the option to "Rotate to show ads evenly" in the Settings tab of AdWords.).
Tracking your split-tests is very important to ensure that you're progressing and improving your ad copy. You'll want to take note of the CTR% of each ad, as well as the modifications you make to the verbiage and structure of the ad. Equally important is to avoid making too drastic of adjustments to the point when you lose track of the perfect wording that offered the highest CTR.
Take Full Advantage of Ad Extensions
The ad extensions feature of Google AdWords can enhance the appearance of an ad while expanding the coverage of its real estate. Ad extensions are also free to implement, so they're definitely worth taking full advantage of.
Before jumping into ad extensions in AdWords, it's important to understand what each extension does and how to set it up properly. There are five main ad extensions that you can leverage for you PPC campaigns. These include:
- Sitelinks Extensions
- Social Extensions
- Location Extensions
- Product Extensions
- Call Extensions
To learn more about what each of these extensions do, and how to activate them, visit this page by Google AdWords support.
Leverage Geo-Targeted PPC Campaigns
Geo-targeting allows you create PPC campaign to target specific locations. In the initial phases of creating an Adwords campaign, you can set geo-parameters to target searchers in a specific state, zip code, or radius of a certain address. This is very important for any local PPC campaign where the advertiser has a confined service area.
National and state-wide brands can take this practice a bit deeper. Segmenting campaigns per state or city can help you tailor ads using a local approach.
Google searchers are drawn to PPC ads that emphasize geographic relevancy to their residence. This can help improve the CTR of your ads, so long as you do this in a creative and ethical manner.
Use Modified Broad Match Bidding
A great bidding technique to help make your PPC advertising more efficient is using modified broad match. Unlike broad, "phrase," or [exact] match, modified broad match uses a "+" symbol directly in front of keywords that must be included in a user's search query for your ad to be triggered.
To give you an example, if we bid on the phrase '+access +control +systems', those three words must be included in a user's search query for our ad to be displayed. (So the keyword phrase "door access security systems" would not trigger our ad, but "access control security systems" would.)
Unlike exact match, using modified broad match can help ensure that your PPC ads are being triggered when users search more detailed long-tail keywords.
Another advantage is that the cost per click (CPC) for some keyword combinations is significantly lower that exact or broad match bidding.
Managing a PPC campaign takes a some experience and know-how to find success in AdWords. I hope these tips will help you create a strong and profitable paid search campaign. To learn more, check out this Google Ads training course by Yisoo, a great program to help you learn more about this internet advertising platform.