After setting up your ad groups you will be given the option to advertise on the content network (which will be automatically checked) or just on Google.com or the search engine that you are advertising on.
Search engine only pros
- Higher quality traffic
- Higher conversion rate
Content network pros
- More traffic
- Lower CPC (cost per click)
In short if your profit margins are big you will want to advertise on both however if you have small profit margins stick to google.com only.
Writing an effective keyword ad is extremely important to succeed with PPC advertising and there are several different strategies that need to be taken into account when creating your ads. We will start at the top and go down the list of the different components to each part of writing a PPC ad.
First is the Title tag, the title tag is extremely important and a large part of the success that you receive will depend on your title tag. Each keyword found in the title tag will be bolded, it is also important to draw attention to your ad and separate it from the competition. You will notice that the majority of ads are the same (having the exact keyword listed as the title) you do not want to create an ad that is the same as everyone else you want an appealing ad that separates your ad from the competition
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Title tag basics
- Capitalize the first letter of each word example: Cheap Tennis Shoes (not cheap tennis shoes)
- Use keywords that you are bidding for
- Keep it interesting
The description is also extremely important; all keywords searched for that are found in your description will also be bolded. The description tag should say exactly what your website is in just a few short words. Make sure you keep it interesting so the user wants to click on the ad and go to your site
Description basics
- Don’t capitalize the first letter of each word
- Use keywords
- Should describe your entire business
- Drives the searcher to click on your ad
That is the basics to creating an ad in our next series we will go over having a good landing page and how to dramatically increase your conversion rate. We will also talk about how to write online advertisements to increase clicks or to increase conversions.
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Selecting your match type is extremely important, there are four different match types available to select the default is broad. Broad means that you are bidding for each and every possible word that you have listed. For example if your keyword is ‘tennis shoes’ your ad would appear on every possible ad that has to do with ‘tennis’ or ‘shoes’ in other words you would be bidding on ‘tennis gear’ ‘tennis balls’ ‘dance shoes’ ‘kid shoes’ and everything else that have either tennis or shoes in the keyword.
Broad match overview –
- Keyword = broad match
- large amount of searches
- large amount of clicks
- Extremely costly
- Low conversion rate
The next match type available is phrase match going back to the example of ‘tennis shoes’ you would be bidding for red tennis shoes black tennis shoes green tennis shoes cheap tennis shoes and everything else. Both words have to be used in the search and in the order listed. For example shoes for tennis would not be listed because ‘tennis shoes’ is not in order. It is important to setup phrase type correctly, for example ‘tennis shoes’ ‘cheap tennis shoes’ would be good phrase match keywords while ‘tennis’ would not.
Phrase match overview
- “keyword” = phrase match
- More targeted then broad match, but more flexible than exact match
- Good amount of clicks and more costly than exact match
- Ok conversion rate
- Could be the right option for different keywords if setup correctly
Exact match provides the most correct information and exact information for the keyword that you enter. If you enter ‘tennis shoes’ your bid will only appear for tennis shoes and for nothing else if they enter ‘tennis shoe’ your website will not appear because you are missing an s they must enter the exact same keyword for your ad to appear. This is an excellent match type and will provide exact information for each keyword.
Exact match overview
- [keyword] = exact match
- Less clicks and impressions
- High conversion rate
- Highly targeted traffic
- Great option for low-budget and to gather great marketing information
Negative match are a list of words that your ads will not show up on any search that contains that keyword. It will filter unwanted keywords that will increase the conversion rate. A good example on how a negative match is free if you are selling something that costs money or used or any other word that does not reflect what you are selling. Negative keywords also don’t affect exact match only phrase and broad.
Negative match overview (- keyword)
- -keyword = negative match
- List of words that your ads will not show up on
- Great for getting more targeted traffic
- Will also increase conversion rate
- Very important when using phrase match or broad match
The ideal would be to have a large list of keywords and have most of then as exact match and others as phrase match. The few that could be phrase match will normally be keywords with several words for example ‘cheap tennis shoes’ ‘stylish tennis shoes’ ‘extreme tennis shoes’ this will allow your to get even more searches while receiving targeted traffic and maintaining a high conversion rate. This will create great information for your ad tracker to pickup.
In our next series we will go over setting up each ad group correctly and how to write advertisements that will result incredible results
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The first step to getting your PPC campaigns setup is to actually setup a budget. It is important to setup a good size budget with each of the big 3 search engines. It is also important to note that your budget is a maximum so when the budget is reached all advertising will be halted so it is far better to have as big budget. In the ideal situation your budget would never be reached because if it is reached that means your ads are offline, possible quality clicks are unavailable and people searching for your website will be unable to find it.
Next you have the opportunity to set bidding options meaning automatic or manual. Most of the time you will want to select manual because you will be changing your bids later. Automatic will run with the goal of getting the most clicks possible where as manual you will be able to control with the goal of getting the most sales possible. Automatic is generally for someone that is interested in setting it up and never optimizing their campaign again. Note – most automatic PPC bidders don’t make money.
After setting up your campaign it is time to add all keywords into your campaigns start with the first ad group and add the keywords for that ad group and keep doing so until you have added all ad groups. Having more ad groups is better than having less because each ad group will have its own set of advertisements. Match type is extremely important and there is a lot of information to know about it so we have dedicated the next series completely to match types.
Match type is extremely important and this next series is defiantly worth your time reading if correctly understood you will prevent future money loss and PPC failure..
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Next it is important to keep in mind your end goal, which should be sales or to generate a profit. A common error is to have your end goal as traffic. Keep in mind that you can always drive a lot of traffic to your site without making any money. Traffic does not mean success; making money means success or should mean success. Just keep this in mind while we are heading into the other steps to succeed with PPC advertising.
The effects of having an incorrect goal can be devastating an example is buying 100,000 guaranteed visitors from Ebay or any website that promises a high volume of traffic. However, what is not known is that this company has an ‘auto-page-generator’ loaded on 100,000 computers that will wiz right past your site and another 10,000 websites in a short period of time. All that traffic does not even look at your website and will never buy anything in a million years, your website received 100,000 visitors however no sales were made and in the end it was a horrible investment. A great example of high-quality traffic is advertising through search engines, you may only receive 50 clicks in a day in comparison to the 100,000 however you will receive several sales and make money.
The big three PPC search engines that you want to sign up for are first Google Adwords (adwords.google.com). The second big search engine to start with would be Bing. Bing is from Microsoft and is gaining market share it is very important to sign up for Bing (adcenter.microsoft.com/). The third major search engine is Yahoo. All three search engines provide high quality traffic and it is extremely important to get started with all three. Bing and Yahoo are currently working together so if you setup two advertising campaigns one of Google and one on Bing you will be able to target over 90% of all internet users.
There are third tier search engines available and several great offers to take advantage of. I have test drove several third tier search engines and have yet to see a sale from any of them for any of my clients. The quality of traffic that comes through is very poor and click fraud is extremely high. With a lot of the 3rd tier search engines when you signup for $25-100 they will give you free credits for signing up. A good place to go to get those specials is payperclickuniverse.com/top-pay-per-click-search-engines.php and payperclickuniverse.com/other-pay-per-click-search-engines.php. If you are interested in signing up go ahead however know ahead of time that they are not as good as Google, Bing and Yahoo. With a third tier search engine don’t expect to make money.
Again I repeat make sure you sign up for all three big search engines and you will be able to target more than 90% of the search engine market. Later, after testing results stay with the search engines that produce a positive return.
In the next series we will go over how to setup the actual PPC campaign including setting up a budget, bidding options and setting up the actual campaign. Find out exactly what common errors are and how to setup your PPC campaign correctly.
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I will be covering in a eight part series with everything from starting a PPC campaign to succeeding with PPC advertising. In this first part of my eight part series I will be covering how to find keywords and what type of keywords you want to have.
A great tool that I have always used to do keyword research is a Google Adwords Keyword tool adwords.google.com/select/KeywordToolExternal with this tool you can type in all of the keyword that you can think of in your industry. Type in every keyword you could possibly imagine into the white box in the middle of the screen. For example if your website sells advertising books you would type in advertising book, PPC advertising, advertising 101 book, advertising, online advertising and everything else that you can think of that has to do with your business. You want as many keywords as possible that have to do with your company so make sure you do not eliminate keywords in this step but add as many as possible.
To find more relevant keywords they are normally a few words long. Quality traffic normally comes from highly relevant keywords to your industry. For an advertising book for example a very relevant keyword may be ‘buy advertising book’ it will not receive a very high traffic flow however the traffic that does come will be extremely high quality traffic at a low cost.
Next after entering in every keyword phrase that you can think of that you can think of click on get keyword ideas. Google will then generate a list of keyword ideas and how often they are searched for. You will want to export this file to an excel file for future use (found in the middle of the page).
After downloading your keywords into an excel file (could be as large as several hundred keywords). You will want to separate your keywords into many different groups, keep in mind that more groups is better than less groups. The keyword groups should be a list of related keyword. The keyword groups that you put together now will display the same ads so make sure they are similar to one another. An extremely large number of groups could be hard to manage and too few groups will also hinder your PPC campaign. An example of a few groups would be advertising books, books, buy advertising books, online advertising and marketing book.
Save your excel file with your keyword groups and store it away for future use. The 2nd part of my 8 part series will cover which search engines you should sign up for, which should be avoided and what your search engine goal should be.
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