After everything is setup and running possibly the most important step is reviewing all keywords every 2 weeks to a month to see how things are going and make potential corrections. In this step it is important to have a quality ad tracker to ensure reliable data in order to make educated decisions.
The frequency of checking your ad tracker depends on how many clicks are being made, the more clicks and conversions that are recorded the more reliable the information. It is important to not make immediate decisions but to wait until you have sufficient information. A bad example would be after your first conversion comes through to assume that the keyword that generated the actual sale is the only good keyword when in reality it could have been luck. Make sure you have enough data to make an educated decision.
After logging into your ad tracker it is time to go ahead and analyze the data to see which keywords are successful and which keywords are not. The common error at this point is to look at clicks and not conversions. Clicks are not the definition of success if a keyword receives 1000’s of clicks and no conversions it is not a good keyword by any means. After looking at the profit or loss indicator from your PPC tracking tool you will know which how to change your bids. Profitable keywords need to remain profitable or become more profitable. If the profit margin on every click is high you may want to consider increasing your bid. For example if you are making $2 on every click and you are only paying .50 you may want to consider increasing your bid to $1 per click to receive more traffic and more profit.
If a keyword is making money do one of the following
- Keep the current bid
- Increase the bid – if the profit margin is high
- Decrease your bid – if profit margin is very low.
The last series is extremely important and often overlooked which has undoubtedly led to PPC failure; we will talk about the last issue what to do if your keywords are loosing money!
Related Articles:
Next is the landing page selected, a major error is always selecting your home page as the landing page. The user does not always want to see your home page another page on your website is likely to produce a higher conversion rate. A good example is tennis shoes if you send all users to your home page which is in fact about everything that is about tennis equipment you will likely have a lower conversion rate than if you sent that same user to your page on tennis shoes. It is also a good idea to try split-testing in order to know exactly which landing page is best.
This is the step that you will want to implement a great ad tracker tool to start collecting as much data as you can that will mean life or death to your PPC campaign.
When writing an ad it is important to have in mind if you are writing the ad to get a higher number of clicks or a higher conversion rate. If clicks are your goal you will use everything possible to attract the searcher to click on your ad which will include discounts, bolding text and describing everything that they would want to hear. This will result in a large number of clicks which will rank you higher for a cheaper price (because of how PPC advertising works). However, the conversion percentage will be much lower because people who are not interested in your advertisements will be clicking on them anyway.
The other option is to focus on conversion; this includes writing the price of your product in your product description so you know that they are potential buyers. Using words such as buy, get and purchase in your ads. This will result in a lower number of clicks and a higher cost per click however the clicks that you will receive will have a higher conversion rate.
In our next series we will talk about the importance of using an ad tracking tool to optimize all campaigns and get the best bang for your buck. This is potentially the most important series to making money with PPC advertising.
Related Articles:
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
.
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.
Related Articles:
Recent Comments