Although Google and Yahoo say it’s easy to manage a Pay Per Click campaign, we strongly disagree. Of course, opening an account, choosing some keywords and setting a budget is a piece of cake. But making more money than a campaign costs you, this is a real problem.
This article will provide you with excellent information on some modern methods that we use for our own clients. Three out of five people who start a pay-per-click campaign lose money, and each of our clients makes money; so we have to do something right. Pay attention and get ready for the most useful article you've ever read about managing PPC campaigns.
Focus on market segments that you can serve.
Make sure you know exactly how you can solve this problem. For example, one of our clients is an English school in Denver. They offer emphasis reduction courses for foreign executives who want to voice more Americans. When they ran their own campaign, they lost a lot of money after the keyword “accent reduction”. The reason was that people wanted to get rid of their accents in different ways (tapes, CDs, computer software, teleseminars, and one-on-one telephone consultations), but our client offers classes on this subject. We did three things: we started using keywords such as “accent reduction class” rather than just “accent reduction”, we changed the ad to something like “Accent Reduction Class in Denver, CO”, and we used minus words (software, phone, book, cd, cassette, etc.) to filter out unqualified prospects.
Create a landing page for each of your keywords.
Find out which keywords you use for most traffic. If you have 1000 keywords in your campaign, the likelihood that 10 of them get 90% of traffic. Create a landing page for each of them. Bringing all of your PPC traffic to your home page is probably the most common mistakes people make.
Optimize your campaign for CR (conversion rate), not CTR (click speed)
CTR is the number of ad clicks for every 100 times. CR is the number of visitors that fill a goal on your site (place an order, upload your technical document, subscribe to your newsletter or whatever you expect from them). CTR is a very important indicator for two reasons: Google will show your ad in a higher position if your CTR is high and a high CTR also means that you get more traffic. The problem with adopting CTR as the main indicator is that people can visit your site and not convert, which means that you spend a lot of money on attracting them. Google Analytics allows you to set goals and see conversion rates and ROI for each of your keywords. If the keyword is effectively converted, try increasing its bid; if it is badly transformed, get rid of it.
Use keywords with long tails
The long-tail keyword is the opposite of the keyword. For example, “cars” is a broad keyword, and “2002 Honda Accord” is a keyword with a long tail. A particular term does not have as many searches as broad terms, but it will cost you much less and bring you much more qualified perspectives. Someone who is looking for "cars" is unlikely to become a payment client soon. But someone is looking for a “buy a 2002 Honda Accord in Chicago.”
Use locations, brands and models
Let's return to the example of cars. Bidding on the term "cars" will be very expensive and will bring you a large number of unqualified visitors. So why not break the market depending on the areas you serve, the brands and models you offer? For example: Honda Accord Chicago, Honda Accord New York, Honda Civic Chicago, Ford Mustang Austin and so on.
Use negative keywords
Some negative keywords are obvious. If you offer high-quality web design services, you probably need these negative keywords: free, cheap, affordable, and low cost. But sometimes you may be missing less common negative keywords. Customize your Analytics with advanced filters to find out the actual search terms that people use. This way, you will find out that your ad demonstrates search terms such as “web design book”, “professional web design in Miami” (and you are in Utah) or “how to learn web design”.
Use DKI (Dynamic Keyword Insertion)
This is by far the best way to increase your CTR. DKI is a method that allows you to insert a keyword that a person was looking for in an ad title. Keyword ads in the title are highlighted by Google and receive a lot more clicks than ads without it. So you do this in Google AdWords: {KeyWord: Default Keyword}, where “Default Keyword” is a heading that should be displayed if the search string is longer than 25 characters.
Put benefits in the first line and functions in the second
Tell people how they can benefit from what you offer. Instead:
Internet marketing agency
Social media, search engine optimization,
Pay per click and increase conversion.
http://www.Website.com
try it:
Internet marketing agency
Get 500 qualified visits per day.
Individual plan. Results guaranteed.
http://www.Website.com
The first ad focuses on what the company is doing, while the second ad focuses on what they can do for you.
Split test ads
There are always two advertisements competing with each other. After both have received more than 30 clicks, pick up the winner and write a new ad to try to beat it. Don't settle for a good ad, it can always be better. Many times changing a single word can increase the CTR by more than 50%. Make sure you check only one. If you check two things at once, you will not be able to determine which of them caused the difference in CTR. Set up your account so that your ads appear evenly and never let Google choose your ad winner.
Explore other options
Google AdWords is great, but it's not the only option. Try Yahoo! Search Marketing, MSN AdCenter and Ask ASL.
Use coupon codes
When you open a new account, all PPC services offer you free money to get started. It can be from $ 25 to $ 100 in free clicks. I will not post a coupon code here, because it will expire as soon as everyone starts using it, but do your homework; Look for something like an “AdWords coupon code,” and you'll find many links.
Avoid the # 1 spots
Rank # 1 is the number with the most clicks, but also the lowest conversion rate. People often click without reading the ad first, and it will cost you money. Place your ad between positions 2 and 5 to optimize your conversion rate.
Enable word purchase
Words like “buy iPod Touch”, “buy iPod Touch”, “order iPod Touch”, “iPod Touch store” and “buy iPod Touch online” have fewer searches than “iPod Touch”, but people searching for them It is much more likely to buy goods.
Geotargeting Your Ads
Pay per Click providers let you choose where you want your ad to show. Therefore, if you only serve the Los Angeles area, make sure that your ad is not displayed for the rest of the world.
Tender for names and products of competitors
Bidding on your competitors. Names and products can be a very effective way to get qualified clicks. Use all your branding efforts and write an ad that shows why you are the best option.
Write a great ad
Some ads are 10 times more efficient than others. Here are some of the methods that work best: use powerful words (guaranteed, killer, tested, fast, quick, easy), ask questions that readers can identify (“Do you want to speak English like an American?” Are you tired of repeating yourself? ”), And keep your copy simple and direct.
Avoid selling ads
Do not use all caps or exclamation marks and make your copy believable. Ads such as “FIND OUT HOW I LOST 100 PLANS IN 4 DAYS. CLICK HERE NOW !!!! ”huge“ no no no ”.
Use your ads for a preliminary assessment of prospects.
Since you pay for each click that you receive, you want to make sure that you receive only qualified traffic. If your services are more expensive than average, specify the price in the ad. If you only serve your city, include it in your ad. "Web design in Austin, Texas - make your company worthwhile - customized projects, starting at $ 4,000." is a good example.
Go after common mistakes
The mistakes are great because almost no one offers them, and therefore they are very inexpensive. You will be surprised how many people mistakenly spelled words.
Don't start a campaign with a low bid.
If your bids are too low, your ad will appear at the bottom of the page (if it is displayed at all), and you will create a very bad CTR history that will cost you more in the long run, because a high CTR allows you to get high positions with a lower bid . It is always better to start trading high and then lower the rates, if necessary, and not vice versa.
Structure of your campaigns
Don't just drop all your keywords into one ad group. Split them into different campaigns and ad groups to optimize the campaign later. If a keyword gets a lot of traffic, give it your own ad group. Remember that 90% of your traffic most likely comes from convenient keywords, so make sure the elite group is very close.
