Pay Per Click Tips and Strategies
Sunday, May 13, 2007
Properly Setting Up A PPC Campaign - It's All About Relevancy
Once of the most common mistakes made when setting up pay per click campaigns is that a large number of unrelated or very loosely connected keywords are dumped into a few general adgroups. Then a generic ad is created that may be relevant to a few of the terms but not all of them.
What effect does this have on a campaign?
Basically you end up paying more per click and some of your keywords may become inactive for search. What it boils down to is the search engine penalizes you for not properly setting up your campaigns for greater relevancy.
How can you set up your campaigns for greater relevancy?
Simple: Group tightly related keywords in their own adgroups and write ads that are highly relevant to those keywords. It is important to try to include the actual keywords in the ad as this will have a positive impact on your quality score and CTR. This one tip can save you hundreds or even thousands of dollars and drastically improve your campaigns' performance.
Need an example?
Let's say you're setting up a campaign for home appliances. You might start by dumping a whole bunch of keywords like fridges, stoves, washing machines, dryers, microwaves, etc. all in one group. Yes these keywords are related, but it is hard to create an ad that contains all of them in one ad.
So if you follow the strategy I mentioned above you would create an adgroup for each type of appliance and have highly relevant and focused ads connected to them. Even better you might create multiple adgroups for each type of appliance with highly relevant ads. For example you might want to create an adgroup for front-loading washing machines and have keywords and ads containing front-loading washing machine terminology.
Already created adgroups with tons of unrelated or semi-related keywords in them?
Not a problem, use a method known as "peel and stick" where you peel related keywords out of one adgroup and stick them into their own highly relevant adgroup, then create new ads that focus on this tight group of keywords.
Implement this simple yet powerful tactic and watch your CTR and conversions increase while your CPC decreases. ¶ 7:19 PM 0 Comments
What effect does this have on a campaign?
Basically you end up paying more per click and some of your keywords may become inactive for search. What it boils down to is the search engine penalizes you for not properly setting up your campaigns for greater relevancy.
How can you set up your campaigns for greater relevancy?
Simple: Group tightly related keywords in their own adgroups and write ads that are highly relevant to those keywords. It is important to try to include the actual keywords in the ad as this will have a positive impact on your quality score and CTR. This one tip can save you hundreds or even thousands of dollars and drastically improve your campaigns' performance.
Need an example?
Let's say you're setting up a campaign for home appliances. You might start by dumping a whole bunch of keywords like fridges, stoves, washing machines, dryers, microwaves, etc. all in one group. Yes these keywords are related, but it is hard to create an ad that contains all of them in one ad.
So if you follow the strategy I mentioned above you would create an adgroup for each type of appliance and have highly relevant and focused ads connected to them. Even better you might create multiple adgroups for each type of appliance with highly relevant ads. For example you might want to create an adgroup for front-loading washing machines and have keywords and ads containing front-loading washing machine terminology.
Already created adgroups with tons of unrelated or semi-related keywords in them?
Not a problem, use a method known as "peel and stick" where you peel related keywords out of one adgroup and stick them into their own highly relevant adgroup, then create new ads that focus on this tight group of keywords.
Implement this simple yet powerful tactic and watch your CTR and conversions increase while your CPC decreases. ¶ 7:19 PM 0 Comments