How To Avoid Most Common PPC Mistakes

Pay per Click (PPC) advertising is an outstanding way to drive traffic to websites.

By applying keyword based PPC ads, marketers can generate more leads and sales and increase their profit.

Creating a profitable PPC campaign can sometimes be challenging and hence requires expertise management to run it successfully.

We all are humans and therefore capable of making mistakes.

And as you manage few PPC campaigns, making mistakes becomes pretty common.

[Tweet “Making wrong decisions while setting up PPC campaigns can cost you a lot.”]

Your whole account including your ads can suffer as a result of common PPC mistakes that be easily avoided.

Fixing of these problems would mean saving thousands of dollars and generation of extra revenue.

This is the reason that we have incorporated this article which covers the 8 most common PPC mistakes that marketers make.

Our main aim in writing this article is to increase your awareness of these problems and the consequences and the methods by which you can avoid these mistakes.

List of most common PPC mistakes that can be avoided.

1. Not knowing the fundamentals of PPC

Before you start up with any PPC advertising, it becomes very important for you to understand the fundamental concepts of PPC campaigns.

Sadly, some PPC managers just overlook this fact straight away jump in assuming that they can figure out everything on the basis of trial and error.

[Tweet “Starting PPC campaigns without knowing the essentials could be a very costly mistake.”]

Therefore, prior to setting up your PPC campaigns, you should understand the basics of keywords, ad copy, landing page, bid adjustments, audience targeting etc.

Understanding the key ideas above will help you to make appropriate adjustments in your campaigns so that they are successful.

Apart from understanding the basic elements of PPC management, you should also be aware of certain warning indications in PPC.

Fundamental elements of PPC are:

  • Keywords
  • Impressions
  • Clicks
  • Click Through Rate
  • Landing Page

2. Using Broad Match Keywords

It is important for you to use keywords correctly and appropriately.

You should avoid this mistake of using broad match keywords while running a PPC campaign.

Most of the advertisers use broad match type keywords that bring in irrelevant searches thus leading to wasted ad spend.

Broad search keywords are hardly recommended as there is already tough competition for generic keywords which prevents your ads from ranking high in the search results.

If you set up broad match keywords, you will be targeting searches that are beyond your reach and inappropriate for your campaigns.

For example, if you are only selling formal shoes and you add a keyword phrase “formal shoes”, your ad may still show up for queries like: “When should I wear formal shoes?”, “Shoe polish for formal shoes.” etc.

[Tweet “Broad match type keywords do not provide you with enough information about the user intention.”]

Therefore, to achieve the desired results you should make your PPC keywords compact so that your prospective customers reach out to you.

To know more about the types of keywords, refer to our previous blog on “Complete Guide on How to Use Keywords”.

3. Not using Negative Keywords

Negative keywords are a very fundamental part of a PPC campaign.

[Tweet “Negative keywords help you to get the right type of traffic based on your campaign goals.”]

Not adding negative keywords to your PPC campaigns is a very common mistake that needs to be avoided.

By preventing your ads being shown to irrelevant queries, negative keywords not only save your ad spend but also improves your campaign performance.

In order to combat the unwanted clicks, it becomes really important for you to do research and come up with a good list of negative keywords.

For example, if you only sell laptops and not the desktop computers, then adding “desktop computers” as a negative keyword will be beneficial for you as now your ad won’t show up for desktop computers at all.

Just like common keywords, incorporate the negative keywords in your campaigns and gain the rewards of reaching your target audience more accurately.

By using negative keywords you can significantly reduce irrelevant ad impressions for your ads, improve your quality score and lower the Cost per Click.

In addition, your Cost per Acquisition and ad spend will decrease while causing your conversion rate to increase.

If you are a newbie in PPC space, you should review Kissmetrics Blog on “The Beginners Guide to Using Negative Keywords.”

4. Irrelevant Landing Page

The landing page is where you close a deal with the customer in PPC.

So, a continuous process of landing page optimization becomes exceptionally necessary.

Whatever you state in your ad, repeat it on the landing page where you are taking your visitor.

[Tweet “Ensure that your landing page is relevant to the query.”]

By not creating a relevant landing page, you will disappoint your customers when they click on your ad.

The most common mistake that the beginners do is that they make all their ads land on the home page.

Moreover, the home page is the introductory page of your site whereas the landing page is a page that is built for a conversion objective.

Now just imagine that you have created a very good, eye-catchy ad copy and have even added ad extensions.

Your ad copy is simply perfect but when your user clicks on your ad, he is directed to a wrong landing page. The result of this mishap will be that your user will lose interest and will not convert.

Sending all the traffic to one landing page or even worse the home page is indeed a terrible idea.

You should design a target oriented landing page that serves only one purpose.

Therefore, it becomes really important for you to use correct landing page and also maintain a relevance between the keywords, ad copy, and the landing page.

5. Not improving your Quality Score

Quality Score is a metric in PPC advertising that reports the relevance and historical performance of your keywords, ads and landing pages with respect to the search query.

Your Quality Score can either make or break your campaign.

There are many factors that can lead to negative Quality Score.

For example, if one of your ads has a low score and you do not make any changes to improve it, then your entire campaign will have to face negatively because of it.

[Tweet “Low-Quality Score increases your campaign’s cost and lowers your impression share.”]

Quality Score acts as a helpful warning to let you know when you have to optimize your PPC campaigns.

There are a number of factors that determine the Quality Score like:

  • Click Through Rate
  • Landing Page
  • Keyword Relevance
  • Ad Text Relevance
  • Historical PPC Account Performance

For your ads to be successful, Quality Score is an important factor.

It not only plays a key role in determining your ad position but also tells you how much will you pay for a click.

Therefore, the more relevant your ad, the more will be your Quality Score.

6. Considering #1 position to be the most appropriate

Advertisers scramble over each other to make sure that their ads make it to the top position.

Because they think that being on top determines their campaigns’ success.

A common assumption about PPC advertising is that #1 position is the ultimate goal.

In reality, there is a slight change.

#1 position isn’t always the best ad position for your business especially when you are paying a lot of dollars for a click and when you have broad match type keywords.

Being #1 will mean that your ad will attract visitors who might not have used the right keywords for their search query leading wastage of ad spend.

Certainly, #1 position will not hurt your ads from impression perspective but it is not an optimal position from conversion or ROI point of view.

According to a blog post by Search Engine Watch, it is also said that #1 Position doesn’t always get highest CTR.

One more thing to consider is that just because your ads aren’t appearing on #1 position does not mean that they aren’t being clicked or your potential customers aren’t visiting your website.

[Tweet “#1 position receives a higher percentage of clicks yet it generates the most non-converting traffic.”]

7. Creating Weak Ad copy

One of the most important elements of any PPC campaign is the ad copy.

With the right keyword targeting, great bidding strategies and appropriate audience targeting, an ad copy can still make or break your campaign.

No doubt you will draw in more customers and leads if you create a very general or broad ad copy.

But this will also make your ads feel neglected by your potential customers.

[Tweet “Ad copy is the only part of your work that your target audience will interact with.”]

So, make it the best you can.

Also, make sure that you target that audience who can benefit from your product or service.

Remember the best way to improve your ads is to study other ads, only then you will get an idea on how successful ads are created.

Another mistake that the marketers do is that they don’t use enough keywords.

Use keywords as much as possible because this will help your ad to connect to your user’s search query.

If you have any available offers, promote them in your ad so as to make your ad copy stand out above all the other ads.

8. Not Tracking Conversions

Conversion tracking is a method which enables the advertiser to know from where the conversion came from and what initiated the conversion.

If you think that your job is done after creating and uploading your campaigns, maybe you have a false impression about PPC advertising.

You need to optimize your PPC campaigns in order to get better results and for this, you need to have a proper process of conversion tracking.

Conversion tracking is important because PPC advertising involves multiple marketing activities, so unless you know from where the conversion has come from you will not be able to know which parts of your marketing activities are generating conversions and which are not.

Through conversion tracking, you can either stop or improve the non-converting marketing activities.

[Tweet “Conversion tracking isn’t a one-time activity, it should be constant to improve your conversions.”]

Conclusion

Only when performed correctly, PPC management can take your business to new heights.

Moreover, the problem is that some marketers end up ruining their PPC campaigns by making simple mistakes that could have been easily avoided.

By using keywords correctly, having a relevant landing page and by conversion tracking, you can make your way towards winning campaigns.

Avoid these 8 PPC management mistakes and you could run successful campaigns that your clients will applaud.

How to Clean Up PPC Campaign Keywords

 

There are lots of reasons to clean your PPC keywords. Some of them can be:

Beginning of a season
Ending of special offer
Poor Performance
Irrelevant Traffic
Failed Experiments
And the list goes on and on.

PPC Keyword cleanup is not a rare phenomenon. It’s part of PPC management.

[Tweet “Keyword research is the most important element of PPC.”]
Keyword Research is the act of trying to find the right keyword or keywords that will help you rank ahead in search engines.

Therefore, for better results on PPC, it is important to bid on the right keyword because keyword relevancy determines the quality score.

Everything needs some kind of refinement at regular intervals and so does PPC keywords.

You can read a good article on keywords research at Moz- Beginners Guide to keyword research

After running your PPC campaigns for few weeks, your account needs refinement for optimization. All you need to is sort out unnecessary things that have collected in the past.

There are a lot of things that you need to clean up regarding PPC but in this post, we focus on keywords.

1. Clean Your Account Structure

The very first thing to start cleaning is your Account Structure.

Though this can be a very tiresome and uninteresting part but to make sure that your account remains fruitful, you need to perform this task.

Scan and examine your ad groups and PPC campaigns. Analyze their performance.

If you find that some ad campaigns are underperforming or not bringing any value then stop them straightway.

If you manage large accounts then probably this will be the most difficult task for you.

Once you are done with this, move ahead to reorganizing your campaigns and categorizing your groups.

[Tweet “Reorganize your PPC account and categorize your groups for better performance.”]

Make sure that each ad group has appropriate and matching keywords so that when the keywords are used in a search, the ads that are shown matches to them.

Visitors are most likely to convert if they find a similarity between the search query and advert.

Moreover, place your top-performing and best keywords in separate ad groups and create targeted copy for each.

You can read this post to know more on How to Structure Google Adwords account .

2. Organize your Keyword Lists

After cleaning your account structure, the next step is to organize your Keyword lists.

To guarantee effective running of your PPC campaigns, you need to focus on the types of keywords and the keyword lists that you have created.

[Tweet “Remove keywords that are outdated, underperforming, receiving no/low impressions.”]

These keywords can have an adverse impact on the overall Quality Score (QS) of the ad campaign in the long run.

In every 30 days, try to clean up inactive keywords who have failed to generate traffic or impressions.

A good strategy for effective bidding is to bid highest for exact matches, then for phrase matches and lastly for broad matches.

By doing this, you will be bidding highest for most relevant searches.

After eliminating unnecessary keywords, start testing new keywords by the help of competitor research.

Since new keywords are always arising, so it is important to be updated with the keyword trend.

After identifying new keywords put them into ad groups.

Revisit your long term keywords and discover those that have a track record of conversion.

The addition of these keywords will improve your conversions as well as Cost per Acquisition.

3. Clear Seasonal Keywords

Clearing seasonal keywords is very important for B2C accounts. But it should be implemented in B2B accounts as well.

If you are running a B2C Ecommerce store or are into B2C industry, and letting your seasonal keywords run outside the seasonal holidays. You will probably drain your PPC Budget.

While clearing your seasonal keywords, pause all the keywords that are inappropriate to the current season.

Quickly review seasonal keywords and pause those keywords that are not being searched anymore.

While pausing irrelevant keywords, think again about your budget allotment.

[Tweet “Channelize your resources towards currently trending keywords.”]

For example, when the winter season gets over, you can pause the keyword “winter woolen caps” and instead redirect your resources to currently trending keywords like “spring hats”.

4. Adding Negative Keywords

A negative keyword is that type of keyword that prevents your ad from being shown by certain word or phrase.

Adding the right negative keywords enhances PPC profits significantly.

In our previous blog we wrote about how to use negative keywords effectively.

In order to add the negative keywords, you need to execute a detailed search analysis in 15 days, 30 days, 60 days and 90 days time span to decide on the targeted keywords.

After jotting down the keywords that attract a non-targeted audience, negative match these keywords at the ad group, campaign, and the account level.

By using negative keywords, you can effectively control who can see your ad. Thus, you can ensure that you aren’t paying for irrelevant clicks.

[Tweet “Negative keywords focus your campaign on your target audience.”]

By adjusting your negative keywords, you will increase the visibility of your ad to the interested people thus leading to more conversions.

Negative keywords act as a shield to protect your Ads from irrelevant clicks.

It increases the CTR, the conversion and improves the Quality Score.

5. Remove Duplicate Keywords

Duplicate Keywords are not recommended as they degrade the performance of your PPC campaigns.

The main problem of having duplicate keywords in different ad groups is that it creates internal competition.

You land up bidding against yourself, increasing your Cost per Clicks and reducing your Quality Score.

When you perform PPC cleanup, check for duplicate keywords. Either pause the keyword that has lowest conversions out of the two or simply remove it.

[Tweet “Duplicate keywords are a burden to your account.”]

You can use duplicate keywords in the following cases:

  • When you are serving ads with different geographical locations.
  • When you are serving ads with different match types.
  • When you are serving ads with different networks.

6. Deleting Low-Quality Score Keywords

Quality Score measures the quality of your ad, keywords, and landing page.

[Tweet “The Higher relevance of your ad means higher Quality Score for you.”]

But there are certain keywords that restrict you from getting a high-Quality Score.

Keyword Quality Score has a significant influence on the success as well as the cost of your PPC campaigns.

If you are trying to improve your Quality Score for the long run, eliminating Low-Quality keywords would be a right step.

However, aimlessly deleting the Low-Quality Score keywords is not always the best solution.

You need to carefully analyze and trace out those keywords who possess a Low-Quality Score for a long period of time.

Before deleting the Low-Quality keywords focus on these two things:

  • Identify your most likely to succeed Low-Quality Score keywords.
  • Make a whole new campaign for your Low-Quality Score keywords to keep a track of their performance.

If still, the keywords are receiving Low-Quality Score- delete them.

Poor CTR and lack of relevancy may also be the reasons for the keywords to have Low-Quality Score.

By improving your CTR and making your keywords relevant, you can easily convert the Quality Score of your keywords from low to high.

7. Grouping Keywords

Grouping Keywords means arranging them in an appropriate manner.

It is one of the most important yet most overlooked PPC marketing activity.

It is the process of making the keywords tight, well organized, and high performing.

[Tweet “Organize your ad keywords according to themes and keep them directed.”]

Grouping keywords brings combined benefits to your PPC campaigns. Some benefits are:-

  • High Click-Through Rate
  • More Conversions
  • High-Quality Score
  • Low Cost per Action

And these factors help to maximize your ROI.

While grouping keywords, you must pay special attention so as to make the keywords perform effectively.

Keywords will deliver the desired results when subdivided into appropriate groups. Thus, grouping keywords are essential.

Targeting the audience becomes easy as specific keywords have a higher probability of reaching out to the target audience.

What if you went to a cloth store and all the clothes were mixed up? If you went to buy a pair of jeans, you would be there for hours sorting through cardigans, hoodies, shirts, trousers, and what not!

This is what exactly happens when you don’t group your keywords.

The best way to group your keywords are:-

  • Organize and segment your keywords into small and significant groups.
  • Convert your keyword Groups into Adwords ad group.

You can also group keyword on the basis of match type and performance.

Remember, do not add lots of keywords in an ad group because stuffing keywords:-

  • Lowers the performance of your PPC.
  • It reduces CTR.
  • It leads to irrelevant impressions.

8. Refining High Performing Keywords

High performing Keywords are those that actually generate business for you. These keywords are the ones that make you achieve your goal.

High performing keywords are worth keeping as they are the main reason for the success of your PPC campaign.

Many advertisers think that leaving the high performing keywords to run on their own is a good option.

Though it is not!

As we say there is always room for improvement so is the case with high performing keywords as well.

You can increase the performance of high-performing keywords in the following ways:

  • Examine the search term report and check keyword performance.
  • Make separate campaigns and budget for high performing keywords.
  • Analyze the average position of high performing keywords.
  • Check the CTR and Quality Score frequently.
  • Make changes in the bidding Strategy to get maximum returns.

[Tweet “Observe your high performing keywords and adjust bids accordingly.”]

9. Eliminating the Non-Performing Keywords

Unfortunately, not every keyword in your PPC campaign will work out. Those keywords are called Non-Performing keywords.

They possess a danger to your PPC campaigns.

It becomes really necessary to pause these keywords because it only costs you money and does not generate any lead or sale.

You can read more about how to identify non-performing keywords in our previous blog post.

Basically, there are three types of Non-Performing keywords:-

Keywords with no impressions: – These keywords simply waste your time and money. These keywords are those which are not searched by Google users.

Give certain time to these keywords expecting them to improve. But do not spend much time on them.

Keywords with impressions but no clicks: – These keywords show your ad in the search query but do not meet the requirements of the users.

Hence, the ads with these keywords do not get clicked because they are irrelevant to the needs of the users.

[Tweet “Non-Performing Keywords lower your CTR and bring down your Quality Score.”]

Keywords with clicks but no conversions: – Generating clicks are not enough. If the keywords are not generating conversions simply means that they are not performing well.

These keywords should be eliminated at once because they increase your Cost per Acquisition and damage your budget.

 

Conclusion

PPC keywords cleanup process bears relevance since it removes all the factors that slow down your PPC success. Avoiding PPC keywords cleanup will lead to campaign sinking.

While analyzing your PPC keywords you have to examine which keywords you need to remove, pause, refine, and add so as to make your PPC campaign performance reach its desired level.

I hope these suggestions will certainly prove productive for you in the long run while determining your PPC success.

8 Reasons: Why You Need to Bid on Pure Brand Keywords

 

Are Pure Brand Keywords worth bidding for?

Most of the PPC marketing specialists know the effectiveness of bidding on Pure Brand Keywords in paid search marketing.

However, few marketers think why should one waste money on PPC for brand bidding when he can trigger the same with organic search without cost.

[Tweet “Brand bidding is essential to compete in the market and get incremental quality traffic.”]

What are Pure Brand Keywords?

The keywords which contain your company’s brand name or brand name variations are called pure brand keywords. These brand keywords must not include any generic portion.

For example, if your brand name is “Brandin” then the pure brand keyword should be ‘Brandin” or “Brand In”. And the variations could be “ Bra and in” or ‘Bran din’ or ‘Brand in”.

During creating new PPC account we can set brand keywords to exact match type.

How Does Pure Brand Bidding Work?

Bidding on pure brand keywords illustrates that you are bidding on your company’s brand term.

As per above mentioned example if your company’s brand is ‘Brandin’ then you are going to bid on the pure brand keyword ‘Brandin’ or all the related variations of this term.

As bidding on pure brand keywords set to exact match type, your ad will appear only when a user type the exact phrase of your brand term or its variations.

Brand search happens only when a user is familiar with your brand name. Therefore, your paid search will be secured from non-qualified clicks or traffics.

Your ad will appear at the top of the SERP revealing all the necessary messaging you designed.

Why Bid on Pure Brand Keywords?

Many people may argue that Brand bidding is not worthy because it shows ads only to the people, who know the brand term. Really a good point!

As a paid search marketer there are two options before you, whether you will bid on your pure brand term or on other valuable keywords.

You select paid search platform over organic search in order to ensure improved conversions. But ultimately you are always looking for something that will bring more ROI from an ad.

Along with bidding on a non-brand keyword, you should also run PPC campaign with Pure Brand Keywords simultaneously.

Here, are some biggest reasons to elaborate the effectiveness of pure brand keywords on paid search platform-

 

1. Increase Real Estate: Dominate SERP.

It is widely accepted that more than single result in Search result page increases possibilities of conversions.

Simply, bidding on brand keywords helps you to rule the SERP with results related to your brand term.

When users get multiple links on the search results, they are more likely to click on your brand. Similarly, when your brand name appears in both paid ads and organic results, users take it to be more acceptable.

As Google continuously modifies the algorithm, it becomes really challenging to appear on the first page along with a good ranking on SERP.

[Tweet “Bidding on your brand keyword makes SERP presence strong.”]

It helps you to expand your real estate and thus you can capture users’ attention before they get distracted.

You know that if your PPC ad cannot accumulate good ranking then the possibilities of conversions gradually gets lowered.

You must bid on brand keywords in order to rule sponsored and organic listing so that you can expand your real estate.

Increased real estate or dominating the first page of SERP establishes the credibility of your business to a large number of people. It also signifies that your brand is a serious name in your industry.

 

2. Get Greater Control over Messaging.

Sponsored ad is flexible enough to let you craft the message as per your requirement. In the organic results, you can also use message but as they are static you cannot have proper control over messaging.

In paid search, as you get greater control, you must craft messages to attract attention from users. This is another great reason why you should bid on your pure brand term.

When you bid on your brand keyword you will appear on the very first page of SERP. And you can take this opportunity to design your ad copy to convey your company message.

Ruling the SERP is not enough if it fails to attract people through perfect messages.

As bidding on brand keyword gives you enough opportunities to increase the real estate, you need to design your message aptly. Try to take this advantage of sponsored ads and drive people to the pages that convert more.

[Tweet “To increase conversions delivering the right message is important.”]

When people search for your brand term you need to reach them with the message of offers, promotions or changes.

It will not only increase acceptability but also establish your brand reputation. Describing several offers or promotions has proven ability to increase user interest.

Try to craft ad messages on the basis of what your company has to offer users and what benefits they can get from you.

Do not forget to introduce additional service that your company provides along with using ad extensions.

 

3. Keep Competitors Away and Lead The Competition.

You must bid on your brand keyword in order to drive the potential traffic to your landing page.

If you have not yet had a bid for your brand term, then some of your competitors are definitely bidding on that term.

This way people, who are actually interested in your brand are being diverted to your competitors’ website.

As you are not currently bidding on your brand term your competitors’ ads will appear above your organic ad when a user search with your brand keyword. It is no good for a company’s profile or reputation.

You should continuously bid on your brand keywords to be listed above the competitors, who have taken a challenge to bid on your term.

You must work hard to come up with good ad copy and apt ad extensions so that you can push them behind within few weeks.

[Tweet “Bidding on your brand term ensures reducing chances of losing potential or assured traffics.”]

 

4. Send Traffics to Other Dedicated Pages Instead of Home Page.

A dedicated landing page always increases the number of conversions. That is why your ad should not be pointed towards Home Page.

[Tweet “Through PPC ad you can get greater control on where you would send the visitors.”]

Bidding on your brand term leads the SERP and here you get the ability to convey various offers and promotions to attract people. It is very much needed to drive the people to the right place to improve conversions.

A dedicated page always makes a user easier to find what he wants from you. So, bidding on your brand name enables you to drive right people to the right place.

 

5. When Your Organic Rank is not Number 1.

Sometimes your brand may not rank top in Search Result page for brand searches. It is really hard to rank well or get position on the first page organically for the newly launched brands.

There may be other reasons also behind not ranking on the first page organically such as, lack of quality content, lack of SEO content or your site is not fully indexed.

[Tweet “Through PPC ad you can get greater control on where you would send the visitors.”]

If your customers cannot find you on an organic result or paid result for brand search then obviously you are more likely to lose your customers to your competitors.

You must use PPC brand bidding in order to let your customers find you. You should optimize organic result as well as when you are catching your customers through PPC Brand bidding.

 

6. Add Ad Extensions and Get More Control over Sitelinks.

Through ad extensions, you can furnish more offers or services and users can be easily directed to other landing pages.

You must use this option as an opportunity to bring customers to offer pages or other popular product pages. In this way, your conversions will be more likely to increase.

As you can get more control over site link extension, bidding on brand keywords lets your potential customers to get landed to the perfect pages more easily.

You can design this extension to promote new products, publish offers, request for sign up to a newsletter or redirect the customer to specific product category pages.

[Tweet “By using Call out extension you can tell customers about your unique selling points.”]

On the other hand, Review extension should be used to display positive reviews about your company.

 

7. Brand Keywords have Lower CPC.

Bidding on your Pure Brand Keywords is one of the best option to get conversion at lower Cost per Acquisition.

Brand keywords always have good Quality Score and higher CTR, therefore you get lower CPC than generic keywords.

[Tweet “Brand bidding has always been considerable in achieving higher Conversion rate.”]

In terms of QS, Performance, and CTR, brand keywords always have top performance and that is why you get cheaper Cost per Conversion.

By introducing brand bidding in your account you can also run testing on competitive keywords without even hurting target CPC.

 

8. To get Better Quality Leads.

In brand bidding campaign you actually deal with the people, who already know you.

Therefore, you already know their onsite behaviour and on the basis of that, you have greater control to design your ad copy.

Brand search signifies the people, who are return customers, have heard about your brand, researched about your company or have had a past relationship.

Therefore, you have greater chance to generate leads from them in order to increase conversions. They search query with your brand keyword because they know that you have what they want.

Brand Bidding and Quality Score.

When people do a brand search, they are most likely to have higher click through rate. It means most of the clicks are meant to get converted.

It means your overall quality score gets improved and reflects increased overall account CTR. As good quality score helps to lower the CPC, you can run experiments with your low performing terms.

Brand bidding and Clicks.

[Tweet “Bidding on pure brand keywords helps in generating lots of quality clicks.”]

Brand bidding ensures that your ad will appear when a user will search by your exact brand term. Users search by your term means that they are very much interested in products or services that you provide to them.

Users search by your term means that they are very much interested in products or services that you provide to them.

That is why your ad will get more clicks from them. It has been seen that paid search on brand term gets more clicks than paid search with other terms.

On the other hand, there are some people, who use the search engine instead of browser’s address bar. They are more habituated to type company name or websites on the search engine as the replacement of address bar.

Bidding on pure brand term helps to seize these clicks. Therefore your ad will get more clicks. Brand bidding actually increases numbers of clicks and most of them tend to get converted.

Brand Bidding and Conversion Rate.

Bidding on pure brand keywords ensures having most numbers of quality clicks.

Unlike paid search with other quality keywords, Branded keywords generate more quality clicks.

Unlike paid search with other quality keywords, Branded keywords generate more quality clicks.

Users come to your ad by brand search because they are actually interested in having services or to purchase products from your company.

They use brand search because they are familiar with your products or existing good experience with your company. That is why they are more likely to generate conversions.

As you have more control on messaging and site link extensions, you design them in a way so that they can effectively capture visitor’s clicks.

Similarly, you can drive users to the most relevant landing pages to ensure better landing page experience. These all values confirm higher Conversion rates ensuring higher ROI.

This is a great opportunity to increase ROAS as you get lower CPC on pure brand keywords.

Google has confirmed that clicks with Branded keywords have the ability to double the conversion rate that you get from the clicks with non-branded keywords.

Conclusion

Pure Brand Keywords is very effective in increasing conversion rate and PPC performance as well.

Bidding on pure brand keywords is actually a powerful strategy to accumulate the potential clicks from the interested people. Nowadays this is an essential trick to lead the competition.

Though some sceptical marketers are happy with the organic search for Brand keywords but expert marketers always imply this powerful weapon because they know how beneficial it is for PPC campaign.

Therefore, Bidding on Pure Brand Keywords helps you to present right thing at right time to the people, who are actually looking for your brand, products or services.

How to Excel in #PPC- Learn from Top Resources

 

Planning to run your own PPC campaigns?

But, don’t have good enough knowledge on PPC!

And, you want to learn PPC in a short period of time?

Within few weeks or months, you want to become PPC expert- but you’re not sure, is it possible or not!

Well, If I tell you, It’s possible and quite easy!!

All you need to do is to spend enough times in reading, watching videos and listening to podcasts. And then, implement your learning on your PPC campaigns.

That’s it !

Nothing more than this. I’m sure now you’re feeling existed and more enthusiastic.

You are here reading this content, it means you already know what PPC actually is. As you know the basic about it, you are searching for more potential information over the web.

There are lots of free PPC resources available on the internet.

But before reading from various resources, you must know some basic things about startup PPC campaign.

[Tweet “There is no shortcut to learning #PPC. You need to devote a good time on learning and practicing”]

It will help you ask more questions and you will come up with many unique queries. The more your questions arise, the more you get deeply inside PPC knowledge.

 

Let’s focus on few basics of startup PPC campaign-

1) What you actually want to aim through PPC

If you are going to launch your own PPC campaign ask yourself why you are going to do this.

Find out what business target you actually intend to accomplish with this online marketing method.

The most important question is- how the PPC campaign will be associated with your business goal. Before initiating a PPC campaign try to find out following answers-

  • Why your products are special
  • Why your business different from others
  • What are you going to offer
  • Which group of people you want to target
  • Why you want to target them
  • What is your set budget
  • How much you can effort to acquire a customer
  • How much ad-spend you can carry for a month

[Tweet “As you come up with more specific answers, you campaign will show more effective result.”]

 

2) Try to make comprehensive keywords list

In PPC advertising keywords play the crucial role to achieve your business goal.

Therefore, you keywords selection will decide your PPC success.

Keywords should be target oriented and cost efficient.To find out the most potent keywords list you should answer the above-mentioned questions.

It will let you know which search terms are mostly used by the users to find information related to the products you sell or your business.

To find out the most potent keywords list you should answer the above-mentioned questions. It will let you know which search terms are mostly used by the users to find information related to the products you sell or your business.

But first of all, you need to understand your target audience and you must think as a user to create a keywords list.

 

3) Find who your Competitors are & know them well

You must know your competitors well in order to stay ahead of them.

In the market of high competition, we must always be well aware of our competitors activities.

Find out who your competitors are and who are advertising same things that your company also provides. Judge their campaign well to know how they are approaching people with their PPC ad.

Check if you have missed something that they are using and which is more potential to attract users. Competitors are your primary resource to know all the fallacies and strength of your own campaign.

Their approaches towards running PPC campaign may also help you design your own acquisition tactics. You must concentrate only on the strong competitors.

[Tweet “Continuous observation of your competitors may feed your knowledge.”]

 

4) Start conversion tracking from the beginning of a campaign

Finally, getting the clicks converted is the ultimate purpose of PPC ad.

You design your ad with potent keywords in order to let your ad make the impressions before relevant search queries.

When your ad appears before the people, who show interest in your product or service they are more likely to click on your ad.

But getting clicks is not all; your ad will drive them to the landing page. Your landing page and PPC ad should be a powerful combination to make the visitors purchase from you or generate leads.

You should track the conversion right from the beginning. Conversion tracking will tell you whether your ad is sufficiently designed to drive traffic.

Conversion tracking report also lets you focus on which set of keywords is performing well and which is not. So, you can optimize your ad and invest to the perfect set of keywords.

Through conversion tracking, you will come to know various aspects of your current campaign- audience behaviour, the fallacy of your messaging, poor keywords selection, proper utilization of PPC ad and more.

A PPC ad always needs to be monitored continuously and do not ever run PPC campaign blindly.

 

5) Be persistent about improving your PPC skills

Marketing is such a thing that more you will learn more you will have weapons to capture.

PPC is not exceptional. To keep your ad in the race you must be skilled and should show expertise.

Do not ever hesitate to ask the pro and always keep updating yourself with PPC information.

Every time you see PPC you will find a new dynamic dimension. Therefore always learn from every possible resource.

PPC is a great platform to promote your business. But it is actually valueless if you do not know how to employ a PPC ad effectively.

To become an expert you must gather information and must come up with new queries from that information to find further information.

[Tweet “Learn from various resources and come up with newer queries.”]

 

A Guide to Top Resources

As the web is a vast land of information, you can find various PPC information resources in several resources.

Some of these are blogs, PPC help centers, paid search marketing journals, advice from PPC experts and much more.

Here is a comprehensive list of free resources to learn paid search marketing-

A) Podcast Resources

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It is said that audio is a powerful medium to engross knowledge deeply. You may read through various resources but it needs your seer concentration.

If you are somewhere else, where it is impossible to read, you can get information from your audio device. Podcasts lets you collect information while on the go or driving. Know some top PPC Podcasts-

If you are somewhere else, where it is impossible to read, you can get information from your audio device. Podcasts lets you collect information while on the go or driving. Know some top PPC Podcasts-

  • PPC Podcast: This is a weekly podcasts program that runs every Tuesday on Blab. The host of this podcast is Paul Wicker. You can even ask questions on live show.
  • PPC Rockstars: You will come to know various PPC trends. The host, David Szetela takes interviews of leading PPC experts. You must listen to this to gather tips and to know several effective tips.
  • Digital Marketing Radio: The host David Bain tells success stories of PPC leaders. Additionally, interviews from numbers of PPC experts may help you expand your knowledge base.

 

B) Blog Resources

Experts and PPC pros around the world regularly share their thoughts, tips and tricks through blogs.

There are unending lists of PPC blogs. This list here contains some of the leading blogs that publish excellent quality updates almost every day-

1)PPC Hero: Hanapin Marketing runs this superb PPC insights blog. PPC experts around the world regularly contribute their valuable suggestions here. The collection of contents on this blog is a perfect source of educating oneself on PPC marketing.

Contents are mainly focused on Adwords and several online marketing techniques. The contents are the gallery of case studies, guides, toolkits, white papers, excellent articles and many more.

2) Wordstream: This is a PPC guide arena that provides free educational contents. You can get daily updates on valuable paid search marketing insights. You must go through this resource in order to collect several search marketing

3) Certified Knowledge: You need to become a member for getting access to its contents. It contains best practices, advice and various internet marketing principles.

You can even browse their Adwords video lessons, PPC tools and search engine marketing library.

4) Search Engine Land: Chief Content Officer for Third Door Media, Mr. Danny Sullivan founded this PPC academy. Every SEM professional should browse through this blog.

You will find several comprehensive contributions on PPC. You will even industry updates on regular basis.

5) Search Engine Journal: People, who are in paid search engine marketing should read its contents. This blog is reached with new, analysis, strategies and guides.

6) Social Media Examiner: You will get precious tips and hacks on social media marketing. Top experts continuously share their valuable advice and that is why this is one of the top social media marketing blog.

7) Ten Scores: The contents here are deeply based on the psychology of the users. You get deep and thoughtful insights from PPC industry pro.

8) AdEspresso: The unique contents are largely based on Facebook marketing platform. They also provide collection of case studies so that readers can have in-depth knowledge.

9) Search Engine Watch: For Adwords marketing tips and knowledge, this is a great content resource.

10) Beyond the Paid: Melissa Mackey gives valuable and some unique contents that other blogs have not highlighted.

He always gives quality guides to the PPC amateurs on how to succeed in this platform of marketing.

11) Digital Marketer Blog: Digital marketer is a resourceful library to learn PPC. You can read here good quality PPC articles here.

12) Bing Ads Blog: Bing provides its dedicated blogs on various PPC strategies for the platform of Bing and Yahoo. Other than that you will get latest updates on Bing ads features, strategies, news and insights.

 

C) Twitter PPC Chats

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#ppcchat experts and online marketers around the world meet on twitter every week to chat on wide range of paid search topics. You can participate in this chat room on every Tuesday.

It may be a great stage to accumulate deep insights on PPC marketing. Use this platform to discuss with the pros and grow your own network with the experts.

You should also participate in these two chat programs- #pinchat and #semrrushchat.

 

D) LinkedIn – a vast resource

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  • Pulse: You should follow LinkedIn pulse is a feed that gives regular updates on PPC and Ecommerce articles.
  • Ads: If you play with LinkedIn ads then read LinkedIn Ads Play Book and LinkedIn Ads Optimization Guide.
  • LinkedIn Groups: This is another community to interact with the industry pros and specialists. You can even discuss on a wide range of paid search engine topics with the group members through email.

Some leading LinkedIn PPC groups-

  • PPC Pro People: This group shares best practices about online marketing on, Adwords, Bing Ads, Facebook Ads, LinkedIn ads and more platforms.
  • Search Engine Land: Other than its information-reach blogs, you should join their group on LinkedIn. Participate in discussions with more than 60000 group members.
  • PPC Marketing: This group is currently having more than 11000 members. Initiate conversations with the group members to get advice on successful PPC campaign.

 

E) AdWords Help Center

Adwords help center is a support forum from Google Authority, from where you can have advice from setting up Adwords account to managing a campaign.

The nontechnical interpretations on how Adwords work is really a helpful library for the beginners. The contents published here gives you a conceptual idea on Adwords strategies.

 

F) Some Other Top Resources

  • PPC University: WordStream provides this wide PPC resources platform for the marketers. This program teaches you everything about PPC from basic to the most advance skills. This is a free educational section and segmented into three sections for beginners, intermediate and advanced PPC marketers.
  • Adwords YouTube Channel: Google has a dedicated channel on YouTube for providing a thorough guide on Adwords for the beginners. You will get suggestions on various topics related to Adwords through video playlist.
  • Perry Marshall: Perry Marshall runs an e-course on Google Adwords. You should take this online course to have the advance guide on how to success in Adwords platform.

Wrapping Up

There are plenty of resources on world wide web to help you accumulate knowledge. You just need to invest significant times with patience to pick the perfect answer from the right sources. It is not recommended to get an idea on a certain topic from only one resource.

As an aspiring PPC manager you have to be a knowledge hunger. You must be an intense learner, who always opts for several theories from various resources on a particular topic. It helps you get perfect grasp of the intricacies of PPC.

Here, you have got some of the top resources. Now it is your turn to go through them and have practical experience.

Know How to Implement Effective PPC Bidding Strategy

 

In pay per click advertising, advertisers bid on the most potent keywords to display their ad on relevant search queries.

Bidding prices often depend on the selection of competitive keywords as well as on the numbers of competitors.

When the specific purchased keywords are typed in the search engine, the ads with matching keywords appear on the top of the organic result with the prefix ‘Ad’.

A successful PPC ad campaign is made of several efforts that make it a stand out among the sea of similar ads. Being a competitive arena squeezing out your best performance is quite a diligent task.

There is no prominent benchmark that defines a successful campaign. It is the zeal to research and testing that brings out the best thing from a campaign.

Bidding is the most crucial part of the entire PPC exercise. Creating responsive, relative ad copy, landing page and attractive call to action is not enough.

[Tweet “Poor bidding strategy can make campaign fail to achieve the goal.”]

A bid strategy is cruicial to utilize your tight budget or ad-spent in producing good result. To achieve a considerable amount of conversion you have to make your ad appear against the most relevant search queries. In same way you should stop your budget being exhausted from bad clicks.

Most importantly the bid amount per click has to be competitive enough to win over its counterparts.

 

Make target oriented bidding strategy

PPC can be extremely beneficial for your business if it is strategized around your need. You may have a physical shop where your target is driving footfall.

It may be repeat purchase or getting most clicks on existing budget. You need to make it customized according to your need.

 

Let’s explore how you can create your bid strategy depending on your needs-

 

Automatic bidding may get most clicks on a specified daily budget

Before targeting this strategy, be sure that this bidding type can increase your clicks but they may not generate expected Conversions. The ultimate goal of any PPC practice is generating more conversions.

If clicks do not generate conversion then they are just futile. In spite of these entire if you strongly want to jump to increase your clicks then go for Automatic bidding.

In automatic bidding, AdWords show your ad in opportunities where cost per click is low. It allows you get most clicks on your daily budget.

Obviously, not all clicks will be relevant for your business and won’t convert into conversion. To combat this situation you should take of some external help to monitor the conversion rate.

If not monitored, this situation will continue to exhaust your daily budget without giving you any result.

Automatic bidding is suitable to apply on the ad campaign level. Applying it to the ad group level or keyword level would require use Flexible bidding strategy which is called Maximize clicks.

In this version of bidding, first you will create a strategy and apply it to the ad group level or keyword level where you want to.

This strategy will be exclusive for certain ads or keywords and that is why its spending would be separate from your existing daily budget. In short, you will be spending on your daily budget and also the budget allocated for maximizing clicks.

Maximizing clicks allows scheduling ads and takes care of the bid management.

 

Manual CPC Bidding

Manual CPC bidding is very basic bidding strategy of AdWords that allows you to set maximum cost per click. This can be applied on per click, per Ad Group, per keyword or placement basis.

The basic difference of this strategy with automatic bidding strategy is it lets set your desired amount. In automatic bidding Google does this job for you.

 

Get as much conversion as possible (Enhanced CPC bid)

When you want to bid high and have good control over it to garner maximum possible conversion, opt for Enhanced CPC bid.

It allows you run experiments on bids based on likelihood that they will convert. In this strategy you must enable conversion tracking data. Based on conversion data AdWords will automatically adjust bid amount to generate maximum conversion.

Bids may get 30% increased for clicks which have higher possibilities of bringing conversion. Clicks with lower potential to convert get lower bids.

 

Set a specific cost per conversion by using CPA bidding

When you want to set a specific cost-per-conversion rate for the campaign Conversion optimizer would come to your aid. It is also known as CPA bidding.

Conversion Optimizer sets a target cost per conversion at the campaign level. In order to implement it, an advertiser much has at least 15 conversions in 30 days. AdWords uses account history to predict future conversions.

You will find that your cost per conversion rate is quite higher than your set target. But over the period of 30 days, you will find that your target is met.

Use this feature when your account has a considerable amount of account data. AdWords accuracy depends on how much data it gets to analyze.

More the data an account has, the accuracy of the calculation of AdWords increases. It allows AdWords to decide bid amount and meet the target.

If you put a very low cost per conversion target then AdWords won’t show your ads as the target is impossible to achieve.

Keep your eyes open while utilizing this feature so that AdWords reduce bid amount at an alarming level when usually you do not have the conversion.

If you are an owner of a bakery then your sell jumps up during Christmas and new years. But that does not mean your conversion stops during other times of the year.

Conversion optimizer increases bid amount during peak times and reduces then in when the conversion is low. Everything is done by scrutinizing your account’s historical data.

You should provide it a period of one month to know whether it is working for you or not.

[Tweet “Conversion Optimizer sets a target cost per conversion at the campaign level.”]

 

Create a brand image with CPM Bidding (Cost-per-thousand viewable impressions bidding)

CPM bidding is for those advertisers whose focal point is creating brand awareness. They want a large number of people to see their ad.

In viewable CPM bidding you set a target bid amount that accumulate you thousand impressions. It helps in generating more clicks and results in increased CTR. It might reduce your CPC bidding spend.

Google estimates how many clicks your ad may receive under thousand impression. In CPM bidding, you do not pay for the ad impressions which are not viewable.

Still, many advertisers simply prefer this option to increase their brand awareness.

 

Get the top position in paid search results with Flexible bidding Strategy

Before thinking about this proposition, think again whether you need it or not. If top position in the paid search list is just kind of pride for you then please refrain from having such thoughts.

In Flexible bidding strategy, you can blend manual and automatic bidding to implement in selective areas of your ad campaign. It can simultaneously work on improving conversion rate, boosting keyword performance and also might be your return on spend.

For example, AdWords targets search page location bid put the ad in top position and adjusts bids accordingly. Keeping demand in mind AdWords would set the bid amount similar to the bid amount of top positioned paid ads.

If you find that their estimated bid amount is much higher then you can choose a bid amount that is the percentage of that bid amount. This way you can make a $2 bid amount reduce to $1 by reducing it to 50%.

You can put a cap to your max CPC bid so that it does not get higher than your budget.

 

You can go for flexible bidding strategy in AdWords shared library. There you will find six bidding strategies-

1.Enhanced CPC-

It has been already discussed above. It gives Google the freedom to enhance or reduce bid by 30%.

 

2.Target Search Page Location-

Using this strategy is fun when your ad is doing very well in Google search. Your ad is coming top of the organic search. According to Google, it automates bidding across campaigns, ad groups and keywords to show your search in top of the page or first page.

Target of this strategy is only in search network. If you want to make sure that your ad gets a specific position in the paid search list then use ‘Target search Page Location’.

Before taking on this strategy remembers that it does not work in Google partner network and this strategy does not always guarantee that it would place your add at the top of the paid search list.

 

3.Target CPA-

There is an advanced option in CPA. You can use target CPA when your campaign has multiple ad groups and keywords for each of which you want to set different CPA target.

It is part of AdWords flexible bidding strategies. The good thing about it is you can set a minimum CPA and AdWords cannot set your minimum CPA bellow that.

Be careful about scheduling and mobile bid adjustment. If you won’t set it at 100% Conversion Optimizer and Flexible Target per Acquisition will set it for you.

 

4.Target Outranking Share-

If you have to count all your performance goals on the basis of surpassing your competitors then this is the bid strategy you can try.

If you set your target outranking share at 60% then Google will automatically set the bid amount to outrank your competitor in 60% of the auctions.

 

5.Maximize Clicks-

It functions same as automated CPC bidding. But this strategy often generates low-quality clicks and low conversion.

 

6.Target Return on Ad Spent-

The ultimate goal of PPC is getting a decent return of money spent on ads. The only way to achieve this is having a good conversion rate. Good CPA is important but unless it brings enough conversion it is fruitless.

 

Strategy should aim toTarget Return on Ad spends (ROAS)’. To make this work you need to apply a conversion value to each conversion. It takes your conversion value or Google Analytics e-commerce value in account.

By tracking each conversion AdWords puts a certain value to it.

Suppose a request to quote costs $11 for your business and AdWords puts value to conversion accordingly. Again your target is 6xROI then your target return on ad spent is 600%. For every $1 spent you are expecting $6.

[Tweet “Good CPA without good no. of conversions is not good for your business.”]

 

Bid Modifiers

Bid modification is an equally important task as choosing the right bidding strategy. As bids vary depending on geographic location, day of the week, time of the day and device, changing the bid amount according becomes very much important.

You must monitor all the metrics in order to see whether the set location, date, time of the day or device is yielding the proper result or not. Are those selections are proving right for your ad?

Find out the peak time slot of your ad in the entire week or entire day. Find high conversion locations in view location under dimensions tab.

If California is proving expensive and unprofitable for you then set negative bid modifier for California.

[Tweet “Modify you bid to get maximum benefit from your campaigns.”]

 

Target sales not conversion

Do not target conversion just because you are supposed to. Your target is sales. Conversion is the desired goal of the advertiser; it may not be a purchase.

Tracking sale generating keywords is mandatory to know how many leads it can generate. Unless you are considering your PPC traffic similar to a random cost per conversion goal.

Do set your hands off if you see high sales rate than others. Just work with more zeal, try to acquire them and bring more conversion for your business. It will help you in gaining more revenue.

 

Impact of seasonal trends, offers and different keywords

Seasonal trend is the powerful factor which leaves a great impact on sales. For example during Christmas flight fares, cloth and food items see a sharp rise in the purchase. This is called seasonal impact.

Similarly during Valentine’s Day the sales of rose, cakes and teddies increase. This is the time you should bid aggressively to capture as much conversion possible.

Certain keywords carry high selling potential. These keywords cost more while bidding but for their exceptional track record you must not avoid them. This signifies how the use of different levels of keywords brings impact on your margin.

Offers too have the magnetic quality of attractive sales and conversion. It is a sure shot weapon that fails less often in luring customers.

 

Different Bidding strategies

Bid Jumping

It helps you maintain high average position in spite of having lower bid amounts.You have to pay higher CPC along with higher CTR for a certain period just to lower the bids slowly later on.

In the mean time by lowering the bid amount you can find that your conversion rate is low and CPC is average but performance is stable.

 

Branded keyword Bidding-

Bidding on branded keywords is very much fruitful and it is more than the ability to control the ad message.

Branded keyword can increase the performance and strength of account to a great extent. It does not mean that you must have them at any cost rather you can consider having them for you ads.

 

Make your customers come back and purchase again using RLSA

You want your customer to make repurchase and that is why remarketing list for search ads is what you need.

For repeat customers remarketing list for search ads is the effective way. Though it sounds bit complicated but actually it is not.

The benefits of using RLSA

  • It targets relevant customers who have already expressed their interest and made purchase.
  • It cuts out right bid amount by calculating the value of the potential customer who has already made a purchase and also improves ROI.
  • You can customize you message to make it more suitable for that customer who has already paid a visit and purchased.

[Tweet “For repeat customers remarketing list for search ad is an effective way.”]

 

Suppose, a customer has bought a black dress from you online and now you can increase the bid amount for that customer and start showing different accessories, make up or matching shoe to that customer.

The bidding cost will be comparetively low as the customer has already made a purchase from your site, the searching is for accessories, that is why she has higher possibilities of converting again.

Bidding high also allows you show accessories ads to an already converted customer and ads also come higher up in the search results.

It is actually one of the many other ways to implement RLSA in your bidding strategy.

 

Closing Thoughts

In AdWords, many strategies are there and most advanced of them is flexible bidding strategy. It is flexible and at the same time complicated.

These strategies have tried to cater different needs of advertiser across the board. But the possibility of PPC is beyond those strategies.

You can always mix your ideas and different strategies to suit your need. None of these strategies promise to provide guaranteed success. The success lies in finding out what works for you through several trial and tests.

Most advertisers fail to gauge the impact of implementing PPC in their business. With changing environment and consumer behaviors, picking up new PPC marketing strategy is important.

How to Maximize Impression Share in PPC

 

An impression in PPC is how often your ad was shown.

Each time your ad appears on Search or Display network it will count as an impression.

To bring good numbers of impressions your ad needs to be relevant and must have high performing keywords.

To bring good numbers of impressions your ad needs to be relevant and must have high performing keywords.

When a total number of impressions received is divided by the estimated numbers of impressions your ad is eligible to, you get a measure of impression share.

Impression share is a dependent variable, which is dependent on your current ads’ targeting settings, approval statuses, bids, and Quality Score.

Impression share differs at different levels. In each level, it is controlled by different metrics. It can be viewed at ad group level, campaign level, and keyword level.

Impression share is mostly affected by the geo-targeting and quality score. Keyword match type also leaves a mark on it.

If broad match keywords are considered then they actually increase reach to more audience but most of the cases they maximize exposure of your ad to irrelevant queries.

Companies with low budget should refrain from using broad match. Exact match keywords and medium to long tail keywords are what they should start with.

Impression share differs with the change of network. Impression share metrics actually provide greater insight into the nuances of impression share.

Think impression is your market and consider impression share as your market share. It truly defines the length and breadth of your market.

[Tweet “Impression share is mostly affected by geo-targeting and quality score.”]

 

Why is Impression Share So Important?

Impression share is a metric that helps in keeping the tab on the health of the campaign and overall success.

Analyzing Impression Share can reflect 2 major elements of your campaign-

A. It shows the status of the keywords. The performance of the keywords can be monitored through it. It provides required guidance in keywords expansion and gives you courage and confidence regarding their implementation.

Using search query Report you can include negative keywords in order to come pinpoint regarding the search queries of the users. It is an important aspect of improving campaign’s performance.

 

B You impression share is your market share. Close analysis of impression share allows you to discover why you are losing this valuable business proposition- is it for budget or rank?

 

Let’s discuss the comparative metrics that help in closely monitoring impression share-

Search Impression Share– It is the impression you receive in the search network divided by the estimate of eligible impressions.

Your target impression share should be 80% in your powerful regions.

Finding the right keywords for ROI takes time and budget is a crucial factor. You should know actually which group of keywords is working for you. If search impression share is high then you do not have worry about other metrics.

[Tweet “Finding the right keywords for ROI takes time and budget is a crucial factor.”]

Search lost impression share (budget) – It is the percentage of impression you lost due to insufficient budget. This data is available in campaign level.

When you lose your campaign you miss out important share in the marketplace. In such situations, strengthen your targeting and mine search term reports to add negative keyword.

Also, before recommending the additional budget, evaluate keywords. To reach the most relevant target audience, use controls like bid adjustment by location and ad scheduling.

Search lost impression share (rank)- It happens due to poor Ad rank your ad did not show in search network. Remember this situation will not be indicated in your Ad groups tab.

Before improving Ad rank first, improve your landing page by conducting tests. By grouping and matching of keywords, try to enhance the quality score.

Search exact match impression share- When the number of impressions received by your ad through exact match keywords or close variants is divided by estimated eligible impression, you get this metric of impression share.

Include more keywords which are actually multiple variants of the currently used keyword. Variations including the keyword must exactly match the query that the users put.

With high CTR and good volume of traffic, medium and long tail keywords may help you gain efficient clicks.

Display impression share- Display impression share is the number of impressions received divided by a total number of eligible impressions. It is similar to search impression share; it shows how the display network is pulling traffic for the ads.

Display lost impression share (budget)- The percentage of display impression share due to lack of display impression share for having an insufficient budget. This data is available only in campaign level. You cannot get it in ad group level.

Display lost impression share (rank) – The percentage of display impression share lost due to lack of sufficient Ad rank in display network. Again this data is available in campaign level only not in ad group level.

 

How you can see the campaign level impression data

It is important to monitor your data at the campaign level. Checking at this point AdWords allows you to gather greater insight into where your entire effort is falling flat.

After opening your AdWords account follow these steps-

Click on the campaign tab

Click on columns buttonSelect customize columns and then select competitive metrics

Select customize columns and then select competitive metricsNow, add the impression share columns

Now, add the impression share columns

 

Enable viewing of impression shares data by adding impression share column in specific ad groups on Ad groups and keywords tab. You must ad impression share column in each tab.

 

Analyzing impression share data

Impression share data is the report of your potential opportunities and it helps you design strategies to get more impressions and clicks.

It provides you deeper analysis of the volume of traffic you have at present or the numbers you have missed. Also, what is the reason behind low impression share whether it is for Ad rank or budget.

If 70% is your campaign level impression share, do not be complacent about it, work hard towards achieving rest 30%.

 

Approaches to Improve Impression Share

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a) Your budget limit may hamper your campaign success. If your campaign needs further budget allocation or existing budget is not enough to fulfill the current needs then notification alerts would appear.

From impression search lost to budget, figure out the gap between the current and required budget. This metric will guide your future budget allocation.

b) Your Quality score may start falling due low ad rank. It is always recommended that the run a script to keep track of your quality score on the daily, weekly and monthly basis.

Your keywords may be not providing optimum service to raise the quality score. Improve your ad copy or landing page to make it working.

c) Reading auction insights can provide valuable insights in the impression share. It helps in comparing and improving keywords.

A drop in the impression share could indicate the need of introducing newer and stronger keywords. It also tells you which is out-numbering your campaign performance.

d) Induce more competition by involving greater bid price. Work closely on bid adjustment. Invest more on powerful keywords and measure their performance regularly.

Put your focus on the exact match keywords. If the performance is still not improving as per your desire then go ahead in bidding more.

[Tweet “Make your campaign more competitive with higher bid amounts.”]

 

Things that help to maximize overall impression share

 

Apart from working on improving keywords and increasing the budget for the entire campaign there are things that play a vital role in maximizing impression share.

1- Ad quality– Ad quality rests much on the quality score, selecting the right keyword, creating granular ad groups and creation and testing of ad copy. So , you need to look after at these fields.

2- Accelerate Ad delivery- This option resides in the campaign settings. It determines how long the ad will be displayed throughout the day.

If a standard delivery rate is there in the Ad delivery methods, AdWords does not give any guarantee that you will get all the impressions.

Accelerated ad delivery, actually increases the probability that you will spend your daily budget every day. Accelerated is not recommended for all advertisers.

If your campaign type is ‘all features’, in that case only the ads in that campaign will get this thing enabled. Accelerate improves ad appearance.

It would make your ads appear quickly until it reaches the budget limit. It may happen that your ad is not showing for the rest of the day.

 

3- Increasing Bid- Put your ad in the competitive position by increasing the bid amount. Higher bid amounts put a considerable amount of impact in determining ad position.

Higher ranking ads receive more impression share as they appear in the top position and shows greater relevancy with the search query.

 

4- Keyword match type adjustment- Keyword adjustment is important. Broad match keywords bring more impression share.

If brand building is your target then more your ads appear more the brand awareness spreads. In this scenario, conversion is not your ultimate goal.

Broad match is used by retailers whose target is market dominance.

Phrase match and exact matches should be your choice when conversions or sales are your primary goal. The more your keywords are close to the search queries of visitors, possibilities are greater for gaining conversion.

 

5- Adjust geographic location targeting- Impression share is increased when your ad is appearing in a geographically favoring location. You must know which regions are interested in your product.

It may appear to be limiting your ads reach but displaying ads before the uninterested crowd is not desirable for getting quality clicks.

 

Conclusion

Impression share leaves its mark silently in your entire campaign, through positive or negative impact. When your ad appears to a willing visitor it turns outs into a conversion.

A close investigation in its metrics will provide you where and why your ad is losing its eligible market share. This phenomenon can be triggered by two elements in both display and search network.

Budget and Ad rank are two important aspects that work behind increase and decrease of impression share. Limited budget and low ad rank hinder ads impression share.

An advertiser can check the data campaign level. The practice of using exact match in search network works in promoting more impression share.

Impression share plays a great role in brand building exercise. But before delving deep into the impression share arena also, take care of the relative CTR.

Relative CTR calculation allows you know the position of your competitors. The data regarding their position allows you to revise and enhance your keywords or increase bid price to your ad more competitive.

The more competitive your ads are, more they will be able to snatch the top position and impression share from the visitors.

11 Adwords Success Secrets Every Marketer Should Know

Google Adwords is a great way to drive high amount of quality traffic to your website or landing page.

It needs proper accumulation of knowledge on Adwords to manage PPC campaign perfectly. Correct strategic implementation can save your spending.

Google Adwords is a profound online marketing platform that gives your business maximum reach. The other name of driving quality numbers of traffics is generating revenue from the ad.

Google provides numerous tools and possibilities to optimize your campaign.You need to utilize them methodically to generate desired ROI. You just need to have proper mindset and perfect strategic theories to maximize your marketing.

It is not about huge structural changes but proper strategies that can generate revenue from your campaign. Here are a few ways to maximize AdWords results.

1. Modify Bids Based on Geographical Performance

The performance of the Adwords campaign can be greatly affected by geographical areas. One of the best ways to check which areas are performing better than the others is by using Locations report at Adwords or Google Analytics.

Always check the preferred locations and only after then set up the Adwords Campaign. You can avoid the less profitable locations and save more funds, which can be utilized to drive traffic from locations that are providing higher profits.

You need to create multiple campaigns depending on the specific locations. Create a specific campaign for a certain location. It will also help you set a daily budget for each campaign.

Google is providing enhanced campaigns, which lets you target different group of people situated in different cities, metros or countries.

After few periods you will come to know which location is returning great ROI. And on this basis you have to modify your PPC ad.

If a certain location is unable to generate good CTR, you must decrease bids on that location.

Do not forget to evaluate your geographical bids performance quarterly.

If your business is enclosed in a small location then the Location extension is also fruitful for you.

This is the first step by adding location extension to maximize your Google Adwords marketing.

[Tweet “Geo-targeting bids let you modify your bid based on customer’s location.”]

2. Use Remarketing Campaign to Retarget Website Visitors

remarketing

Remarketing is one of the best ways to target potential customers. It helps you show your ads to people, who have visited your landing page or website in the past, but left without filling up the form or purchasing anything.

It is also the way of bringing back the people, who are most likely to purchase your products or services.

Every time these users lookup the internet for products or services related to your ads, your ad will be displayed when they visit third party websites. There are various kinds of remarketing methods you can use on Google Adwords.

These include-

1. Standard Marketing
2. Dynamic Marketing
3. Remarketing for Mobile Apps
4. Remarketing Lists for Search Ads
5. Video Remarketing

You need to analyze the data to develop the strategy. This could help you out to know whom you have to target and how you should design your re-marketing.

The remarketing strategy should be based on-
• Which pages are visited often
• On which products people are showing interests
• Which page cannot accumulate considerable traffic
• Remarketing list sorted out within the Analytics
• Selection of the right audience

[Tweet “Remarketing is a great tool to reach those visitors, who once visited your site before”]

Since remarketing is a great tool in Google Adwords to enhance your profit, do not forget to optimize it.

3. Do A/B Test for Your Ads

To maximize your ad and to have good CTR you must go through split testing your ads. A/B testing is a great option to improve your campaign.

A/B testing is not a new idea in Digital Marketing world. It is all about how strategically you are implementing the results out from the A/B testing.

Going through several testing with various ad variations is worth valuable to the campaign owners. As it helps you identify the flaws and mistakes.

A/B testing tells you how to improve your ad. An improved ad means better CTR. CTR is a key factor in determining the Quality Score, which helps you to maximize your Google AdWords.

Now you must be thinking What is A/B Testing
This is an easy but effective split testing. A/B testing is a simple approach to your PPC ad. It lets you understand which ad copy is better to maximize your ad.

You have to make two consecutive ad copies for a group in a single campaign. Each ad copy must consist of different establishments from another but should target same term or query.

You must run both of the copies simultaneously to know which one is performing better.

Once you get to know about the better version, pause the poor one and make another ad copy to beat the best performing ad.

[Tweet “Experienced PPC Managers always suggest to do A/B testing to improve CTR”]

Do these Five simple A/B testing to boost your ad

i) Test Headline: In a search result headline is shown as a link. You must generate the most compelling headline to invite more quality clicks.

Headline carries the information about what you are going to offer. Keywords must be introduced at this level also.
ii) Body Text: Body text carries the same idea as the headline does. But Body text elaborates your products descriptions or offers. Test body text by introducing various keywords and texts to know which version is attracting more traffics.

iii) Call to Action in Landing Page: Test your landing page ‘call to action’ because the traffic is influenced largely by your landing page.

You may bring changes in wording, position and matter in the ‘call to action’ setup. AB testing will simply tell you the perfect ‘call to action’ structure.

iv) Display URL: In adwords Display URL is another important feature through which customer can anticipate your content. It increases the chance of having clicks if your display URL can properly state what you are going to offer.

Ad link borrows the same valuable impact as the ad does itself on the conversions. Whether your link should be landed to a landing page or product page, AB testing will tell you. You may alter the link texts also.

v) Keywords: A/B testing is the most powerful tool to know which keywords work for your ad. You will come to know which set of keywords or phrases are bringing greater conversions.

Tips to do A/B testing

    • Simple change can make a big difference. You may also introduce drastic changes on the ad copies.
    • You should run a single variable for a certain time
    • Measure your goal to know the best result
    • Always keep testing as you never know the limit of the best

Testing should be run to touch the finishing end. Do not stop testing before it shows the result.

 

4. Check For Negative Keywords

You bid for productive keywords. However, you should know about those terms close to your keywords for which you do not want your ad to be shown.

Implementing negative keywords is a great way to filter unwanted clicks. It will automatically rule out the searches that are not meant for your products or services.

Negative keywords let you have more control on your campaign. It helps in so many ways-

  • It stops driving unqualified traffic
  • It helps to improve CTR
  • You can improve your campaign performance by increasing quality bids
  • It will increase Quality Score, which helps to maximize your campaign

Google Adwords provides you with a search term report. You can check search term report on Adwords.

This report enables you to check the various terms used for which the ad was displayed. This is one of the best ways to check for negative keywords that need to be used.

You can build a strong list of negative keywords and enhance the ad campaign further. This is also a great way to save on the money spent on irrelevant terms.

[Tweet “Negative keywords increases CTR and bring more relevant traffic”]

5. Evaluate Keywords Based on Bounce Rate And Page Views

The keywords you use need to be evaluated correctly. Regularly check the conversion rate of your keywords for each campaign. This helps you figure out which keywords are performing well and which ones need to be taken off.

Reviewing the bounce rate lets you evaluate your keywords technically.

Understand Bounce Rate

According to Google Analytic when a visitor comes to your page, spends a few moments and leaves immediately or without going to other pages it means the visit bounces.

If your ad bounce-rate is 20% or less, your campaign is doing excellent performance. To experience up to 60% bounce rate is common in PPC ad but it needs to be improved.

But if your data tells that the bounce rate is more than 70% then you have to look for improvement immediately.

Bounce Rate = Total Number of Visitors made only one hit/ Total hits on the Page

The user behavior is often determined by the keywords you choose for your landing page and ad body text. If they both differ from each other user feels confused. It may lower their interest also.

Identify the productive keywords by testing your bounce rate also. Try to introduce engaging keywords for landing page.

[Tweet “If your ad bounce-rate is 30% or less, your campaign is doing excellent performance”]

Page Views- important to assess the keywords

Page views can be considered as productive impressions. Usually, a visitor comes to your page and roams around few more pages. Generally the visitor visits 2 or 3 more pages.

Each individual page the visitor visits is considered as page views.

As a campaign owner you always focus on the revenue you gain; you must alter your keywords implementation on the basis of page views.

The more users roam around your pages the more they likely to make revenue for you.

Try to introduce keywords that can make the pages more engaging.

Engaging keywords will reduce your bounce rate and will help to maximize your ad by reflecting great conversions.

Bounce rates tell about the non engaged visitors. Bounce rate is the percentage of bounces your landing page faces.

 

6. Don’t Use Mobile Apps

One major mistake most people make while using Google Adwords is not excluding mobile apps from the display targeting.

Google displays ads on mobile apps by default unless you take off this option.

It not only invites lots of unwanted traffics but also reduces overall campaign performance and affects the CTR badly.

Run Placement Exclusion and block unwanted clicks. If you have strict budget then you must not opt for mobile apps.

The main rule of maximizing Google AdWords is to eliminate the unqualified clicks and to maximize the conversions.

[Tweet “Improper Display Network Traffic placement becomes the reason of huge portion of budget being wasted”]

Google Display Network demands diversified approach in order to run successful PPC Campaign.

According to a study, most clicks on mobile app ads are by accident or the ‘Fat Finger’. While these clicks will cost you money, you will not benefit from them in any manner.

You can exclude mobile apps by excluding adsenseformobileapps.com at placement.

 

7. Link Google Analytics to your AdWords

Linking Google Analytics to adwords solves the mystery of what happens in between the clicks and conversions.

It elaborates the activities of visitors if they are enhancing leads, emerging sales or just e-mail sign ups. The analytic reports help you modify your campaign accordingly.

Google Analytics provides standard report about your account performance. This report on different parameters lets you bring strategic changes to your campaign.

Google Analytic actually helps you refine and improve your campaign structure.

Google Analytics helps you identify irrelevant traffic. And thus it indirectly helps you utilize your budget more efficiently.

While using Google Analytics for your remarketing campaign, take out the list of people who visited your website or landing page for less than a minute.

If you want to filter it even more, target only the ones that stayed for a long time and visited multiple pages.

How Analytics help you-

  • Reflects Keywords Performance
  • Draws Campaign Performance
  • Chalks out the real revenue
  • Lets you have clear idea on e-commerce transaction
  • It imports metrics like, new visits, bounce rate and spending time on site
  • It makes you strengthen the remarketing strategy
  • You can establish a quality customer base

 

8. Know Utilization of Auction Insights

The auction insights report that Google Adwords offers is available for the entire campaign, the ad group and the keywords.

Not only this report helps you compare results, it also helps you see the top competitors, who are using similar ad campaigns. It helps you see which campaign shows up first and thus enables you to choose your bid amount accordingly.

This tool also helps you manage your budget. You can figure out keywords which are in high competition and thus you can avoid using them.

In this high competitive market most of the times, your competitors determine about your campaign performance. So, you have to be a step forward.

Google Analytics is an amazing tool to compare your running campaign performance with your competitors. Google offers the Action Insights on ad group, keywords or campaign level.

Auction Insight tells about-

  • Average Position
  • Impression Share
  • Overlap Rate
  • Top of Page Rate
  • Position above Rate
  • Display URL Domain

This powerful tool tells you how your campaign is performing comparing to other advertisers.

You must use this intelligence to maximize your ad performance in term of reconstructing strategy and developing the components.

View your auction insight reports regularly on all the parts of your account to analyze.

The reports tell you how the campaign performs better than the other advertisers with every change that you introduce.

You have to remember that the insights tell only about advertisers on the same auction.

How you can Utilize Auction Insights-

  • Set of Keywords: Include a set of keywords of a group or a group of keywords that have same term to the test. The auction insight will tell how those keywords are performing on that term comparing to your top competitors.
  • Single or Multiple Campaigns: Run the tool for campaign level to get report on extensive range. It gives a broad picture about your competitors. Multiple Campaigns insights clear the picture of competition on the higher level.
  • Single or Multiple Ad Groups: Run the auction insight on group to know about the performance of the eligible keywords. This will give a picture on how your keywords in the certain group perform in comparison to the advertisers, who compete with you on the same term.

9. Split Test Bidding Strategies

Your bidding strategy plays an important role in the success of your ad campaign. Different bidding strategies can cause in different results. There are various options available for bidding.

These include

  • Manual Bidding
  • Cost Per Acquisition Bidding
  • Manual Bidding With Enhanced Cost Per Click

Once you’ve figured out what works for you on a specific ad campaign you can safely use it. However continue the split test for every new ad campaign you start.

[Tweet “Always opt for Split Test to know which bidding strategy works for you the best”]

In PPC ad you never know which strategy reflects good results. You should not be afraid to run test using different strategies. As one strategy clicks for a moment you should opt for another as your business progresses.

There are primarily three bidding strategies to boost your ad-

CPA Bidding Strategy: This bidding strategy asks the visitors direct to take call to action. It is mainly conversion focused.

CPC Bidding Strategy: It is the most effective bidding strategy to direct traffics to your website.

CPM Bidding Strategy: This strategy is usually implemented to make brand awareness. It ensures the maximum impressions.

As you do not know which strategy is suitable for your campaign, you have to split test on the basis of above said strategies. If needed you may run bidding in combination of those three.

 

10. Customize Call To Action For Mobile Users

In this era of smart phones, you cannot escape from the mass of mobile phone users. You must make your ad as much user friendly as possible and make people reach you on the easiest way.

Most of us forget that the primary use of a mobile phone is to make calls. Mobile ad visitors always prefer to call the advertiser and thus your mobile call to action should always have a call now option.

The conversions for a ‘call now ‘ call-to-action button has proved to be more successful in comparison to a ‘click here’ or a ‘contact us’.

‘Call now’ option makes the visitor contact you directly instead of visiting your landing page. It ensures driving only the quality clicks.

If you want to implement both ‘clicks to call’ and ‘clicks to visit site’, add call extensions to your campaign. This customization enables you to attract only the interested people. You will also be able to improve your CTR this way.

This is an essential feature if you are not having responsive website or mobile website. This tricky call extension makes you convert the mobile traffic.

You will still have to pay the CPC cost for the call the user make but you are in direct contact with the customer.

 

11. You Should Scrutinize Landing Page Optimization

All the ad campaign traffic will be driven to the landing page. Your landing page needs to be optimized in right way. Your landing page determines whether or not a potential customer will be converted into a lead or sale.

While most people try to do too much with landing page, here are some easy tips that will help you optimize your landing page for your benefit.

#1 – Relevant Title : This is obvious, but there are a few brave souls who like to confuse customers by using titles that don’t match the ad campaign. This will result in complete failure, so stick to catchy titles that are relevant to the ad.

#2 – Call To Action : Yes, you need to serve your customers on a plate. So a call to action is necessary.

Once they are on your landing page, all you want is to convert them into a lead. In order to do that you need to have a strong call to action which is visible on the page.

#3 – Trust Signals : Ensure the information customers provide will be kept confidential (And keep your promise). If you’ve got an online payment gateway, provide customers with a link to the terms for that payment gateway.

#4 – Catchy Content : The content on your landing page is just as important as the title. It won’t take long for a customer to browse a few lines on the landing page and this will determine whether or not they are interested in staying further.

So keep the content interesting, relevant and precise.

Always test your landing page and confirm it works well on all browser types. Check the ones designed for mobile devices too. Some landing page designs might not load correctly on mobile devices and this means you could lose leads.

Conclusion

Your job is not done until your ad generates revenue, which is the main purpose of marketing.

Therefore, it is completely wrong to just set up a campaign and leave it for self run. It is a continual process to generate conversions by implementing newer strategies.

To maximize the ROI you have to maximize your Google AdWords.

You must think different, should be analytic and must awake your creative mind to take the best out of the tips. You may utilize all of the tips in combination or individually.

Try to maximize your adwords by improving each segment in the interface.

Now as you know all the secrets to maximize your campaign, you are at the thresh hold to solve the mystery of bidding, budgeting and enhance the ROI.

Hopefully this article has delivered enough to increase your confidence level and was helpful to clarify your doubts.

Complete Guide On How To Use Keywords in PPC- Part 2

Your job is not done until you trace out performing and non performing keywords.

In our previous blog post, I discussed about how to use keywords to set up a PPC Campaign.

Main purpose of keywords in campaign is to make money. Yes, it is money that you want from your listed keywords.

As you are running your campaign for a period, you may notice there are some keywords that are not working.

Not working in the sense, they are not getting clicks or unable to get conversions. 

Most numbers of clients come to me having complaint that they have introduced many relevant keywords but there are only few that are paying them back.

I would like to tell them there are only few keywords that can make business.

I cannot find out why most numbers of advertisers ignore the simple rule keywords=money.

I must tell you the numbers of keywords you use in your ad campaign most of them are nothing but wasting your money.

Latest survey on a sample of 5 million AdWord keywords has shown that only 5.9% of them generated conversion. It means rest amount of keywords are just there without doing anything.

Keywords should make relevant impressions for respective ads first to get qualified clicks. If they fail to generate impressions for ads then you should not think they can bring clicks.

It feels really bad when you come to know that you spend hefty money to keep keywords but only minuscule of them perform their duty.

[Tweet “You can call a keyword is performing when it generates conversions #Adwords “]

Time has come when you should take that bold step and wipe out those non-performing keywords.

Now you must ask me what the huge amount of non performing keywords is actually doing. They are simply wasting your investment.

How to Identify Non Performing Keywords

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Let’s deconstruct step by step what the rest of the 94.1% keywords actually do and where your strategy is going wrong. It may help you out how to detect non performing keywords.

1 Keywords with No Impressions

People often add too many keywords without considering the fact that whether they actually will work or not.

Keywords that are not getting impressions are simply wasting your time. You need to trim them out from your account.

If you have given lot of times for them then they are hard to optimize.

Your keywords are not getting impressions means your keywords are not being searched by Google users.

I have noticed that most of the advertisers gather thousands of keywords but only 10% of them actually can get impressions. This is not for a short period but after being spent years they still cannot generate impressions.

[Tweet “A majority portion of keywords stays lazy and incurs several pennies on your pocket”]

Sometimes, Keywords sit around for months but do not garner a single click due to lack of getting impression. In that case you must understand that time has come to shred them from keyword list.

I have found that people like to use Long tail keywords. However, keywords that have not generated impressions for long period, Long tail keywords have proven fruitless in showing good results for them.

2. Keywords Having Impressions But Not Getting Clicks

Advertisers often ask me- ‘our keywords are having numbers of impressions but why cannot they even generate a single click?’

Your ad appears only when users put your keywords in search query. At this point users can only see your ad. If they leave without clicking on your ad then it will not generate business for you.

Users will only click on your ad when your ad meets their requirements. If your keywords unable to get clicks, they are actually irrelevant to their needs.

You might be confused if those keywords are working because they are making impressions. In reality, they are not working at all. Having too many impressions without generating clicks is actually lowers CTR. And it means it affects Quality Score.

[Tweet “Keywords with impressions but zero clicks lower CTR and Quality Score as well #Adwords”]

 You need to take a solution for those ‘pretending to work’ keywords. They are not only hurting overall ad performance but also draining your money.

3. Keywords Getting Numbers of Clicks But Zero Conversions

You may be happy that none of your keywords matches above mentioned two points. You need no stop here and ask yourself if all your keywords are generating conversions!

Just getting clicks is not enough, keywords are not performing if they are not generating conversions. Good Conversions rate creates business that converts into success of an ad campaign.

You should find those keywords that are not converting because they will hurt your account slowly. Finally they will appear to be cause of wasting huge amount of money and time.

These keywords must be eliminated at once as they increase your Cost of Acquisition and eat out your budget. Like a parasite, such keywords live by sucking your money and reducing quality score.

[Tweet “Conversion rate and cost/conv. defines the credibility of keywords #Adwords”]

Measure Keywords Performance

To improve your campaign performance you need to trace how many keywords are sitting there doing nothing. You need to filter non performing keywords to boost well impact over your ad campaign.

You can simply use Google adwords keywords filter to measure performances of keywords. I would like to suggest you to use keywords filter report to find following points-

1.Numbers of Active Keywords in your Adwords Account: You need to trace out total numbers of active keywords in your PPC account.

Active keywords are those, which are more likely to get impressions and have yet not been paused or deleted.

In order to get reports from Google adwords on total numbers of active keywords, you need to go to Keywords tab

Click on Filter then select Impressions less than equal to zero.  Try to check at least last 14 days data to get better data insights.

If keywords don’t get even 1 impressions in last 14 days that means these keywords have very low search volume and no one is searching for these keywords.

2. Numbers Of Active Keywords That Are Exhausting Your Money: You need to have close eye on the report to know how many of active keywords are actually paying back.

Keywords that are having numbers of clicks but cannot generate Conversions will cause higher Cost of Acquisition. They are sucking your budget.

You can download these keywords same as above, here you need to set filter for keywords which spent x amount of money and gave zero conversion.

3.Numbers of Keywords Paying You Back: At the end of the day you will find that there are only few keywords that are actually able to convert. You need to work with these keywords.

If some keywords are giving less than 10% conversions you should also bid for them. They will finally count your campaign success.

As you analyze report you will find more numbers of such non performing keywords. I do not consider them and do not allow them to waste money and time. It would be better to concentrate on those keywords that are paying me back.

[Tweet “It would be better to concentrate on those keywords that are paying you back”]

What to Do With Non Performing Keywords

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You should give a considerable time to analyze keywords performance. You can take report on monthly basis. But I suggest you to analyze at least 6 months report.

I suggest advertisers not to waste time and money for those non performing keywords. These keywords are actually affecting quality score and doing nothing.

Once you have keywords performance report, your next step will be to take strategic action on non performing keywords. You should ask yourself what to do with almost 94% useless keywords.

1.Keywords With No Impressions: You may give a certain time expecting they will improve performance. However, you must not give inconsiderable time span.

It is better to pause them immediately. Rather wasting time with them you should concentrate on keywords that are actually working well.

2.Keywords Getting Impressions But With Zero Clicks: Getting impressions does not mean they will surely draw clicks. If keywords cannot generate a single click after having more than 200 impressions you need to eliminate them.

These types of keywords lower CTR, which ultimately drag down quality score. You must not tolerate these keywords in lower quality score account. Low quality score means more money.

Account with good quality score may consider more impressions- at least 1000 impressions. As keywords that are generating impressions today, they might be potential for paying you back later. Well optimized account holder must try to optimize those keywords.

3.Keywords Having Clicks But No Conversions: Even having well optimized account, you must not spend much time with this kind of keywords. As they are having clicks, they are counting your costs.

You are paying for clicks and therefore you do not want that money goes wasted. [Tweet “Keywords driving clicks without generating conversions increase CPA #Adwords”]

To deal with such keywords I always find my Maximum Profitable CPA that is my target CPA. I pause a keyword, when it crosses double of my target CPA.

Sometimes I give more times but obviously it is not more than three times of my target CPA. You can set your own rule for removing a keyword in Adwords. It will automatically stop keywords that are not converting.

4.What to Do With Keywords that are Acquiring More CPA for Conversions: These are those keywords that have potential to return you back. You should not pause them at all. They are costing more for conversions but they have possibilities of improvement.

 You need to draw strategies to optimize them. As they are still generating conversions, you must not eliminate them. However, you need to improve their performance. Initially you can bid less on them.

You can create a new landing page for these low performing keywords. Specific landing pages for these keywords sometimes give result by reducing CPA and improving Conversions. But ultimately you must concentrate on well performing keywords.

How to Deal With Well Performing Keywords

As you are having keywords performance report in your hand, you can find which keywords are actually paying you back. These well performed keywords are actually doing business and they are your treasure. These keywords also help you out to introduce potential new keywords.

No, you should not let them run themselves. I always suggest my clients to keep trying to increase their performance and always promote them. To increase profitability you should have more keywords like them.

In order to increase campaign performance more you should also analyze the performance and characteristics of well converting keywords.

1.Analyze Search Query:  You need to analyze search query report. This report will help you focus on finding exactly in which search queries these performing keywords are displaying your ad.

Depending on the search query analysis you may introduce new keywords. However, I prefer to use modified broad match type if any of the performing keywords are from broad match, phrase match or modified broad match. It will let the new keywords find new search queries.

2.Bring Changes in Bidding Strategy: Different bidding options would help you trace if you are bidding at maximum profitability for those performing keywords.

You may introduce different bidding strategies such as optimal bid, enhanced CPC or conversion optimizer. By increasing or decreasing bids you can identify which is ideal bid for a certain keyword.

3.Check Quality Score: Keywords may bring conversions but it is quality score that tells truth about keywords performance.

[Tweet “If keyword is having QS below 6 then they are not performing at optimal level. #Adwords”]

You need to create separate ad groups with lower QS keywords. I recommend creating each ad group with only one keyword. It will ease your work to improve QS through testing.

On the other hand if QS is below 4 then you should increase bid on those ad groups while testing. You can decrease bid gradually once QS starts improving.

4.Find Some Synonymous: There are huge possibilities of the fact that users may put others terms than you are using to search your product.

Most of the cases I found applying synonymous of performing keywords reflects good result. You should find similar keywords in order to have enhanced conversions.

Keep Your Campaigns Tidy and Neat

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This is not the volume of keywords that determines your ROI. It is all about their performance. Your PPC marketing gets benefitted only when each of your keywords pay you back. You need to make your campaigns neat with only those performing keywords.

I have found most of the advertiser’s account is unnecessarily complex and packed with underperforming keywords. At this juncture most of the advertisers suggest to use long tail keywords.

My experience supports only small keywords inventories because they are simple to understand and manage. Though long tail keywords are more specific and less expensive but it can match lower volume of traffic.

Long tail keywords are less competitive but at the same time they will only sit around if you cannot make them work.

If you cannot use long tail keywords effectively, it can only expand your account. Long tail may face less competition and can save your money but they cannot make you meet your advertising goal.

Here comes the necessity of match types. Match type lets you fetch impressions from those keywords that are not in your list.

It is really good advantage of using match type proficiently. You can seek help for broad match type if you want to expand your account with effective keywords.

I would like to suggest you use long tail as less as possible if you cannot control them or have mastered on them. It would be better to concentrate only on match type.

Summary

In short, success of PPC Campaign is determined by how many performing keywords are there and how successfully you are treating them.

You need to understand why people will click on your ad and how to transfer most of the clicks into conversions. As you concentrate on the reasons you will come up with more successive solutions.

Do not be so complicated. I suggest you to run a separate campaign only with the performing keywords. It will make you understand what I have actually conveyed through these two discussions.

One more important thing- analyze keywords performance before cut them out from your account. Do not make any changes without going through satisfactory justifications.

Complete Guide On How To Use Keywords in PPC- Part 1

 

Secret behind any successful PPC Campaign is proper implementation of keywords.

Thorough keywords Research is one of the important steps to proper implementation of keywords.

You must be aware of managing keywords in your Campaign. Proper understanding on what customers actually put in search box to find your products or services can

Proper understanding on what customers actually put in search box to find your products or services can let you know how to structure keywords in your account.

Keywords in PPC campaigns need much advance knowledge to manage. In short, treating keywords flawlessly is the key to generate success in PPC.

[Tweet “A single wrong approach to PPC keywords can damage the entire campaign performance.”]

Therefore an experienced PPC manager always justifies keywords with different benchmarks.

I would like to suggest you to give some times on gathering knowledge on PPC Keywords. Here, I am discussing some methodologies of implementing PPC keywords properly.

Hope it will guide you how to organize keywords in your PPC Campaign.

 

Employ Right Keywords Match Type

Selection of right match type determines whether your keywords will be more aggressive or will get restricted exposure.

Match type selection is based on the objective of your adwords campaign. You must introduce keywords as per your target audiences. Otherwise your ad will drive most numbers of unqualified traffic.

Keywords match type is one of the key factors that decide the quality conversions of your campaign. Match type actually determines on which search query your ad should be shown.

Proper selection of PPC ad match type lifts the improvement of ROI. Match type selection tells you who can actually see your ad. Using match type you can control exposure of your ad display.

[Tweet “Proper selection of keywords match type lifts the improvement of ROI”]

There are four keywords match types. You must know about each of the match type to realize why and when you have to use the relevant one.

1. Broad Match Type

When you start your first campaign your keywords will set to broad match type by default. This match type maximizes the exposure of your ad. This match type leads your ads to reach wide range of people.

In this match type your ad is likely to display in all the queries that have similar phrases or close keywords variations. These variations may include, singular, plural, misspelling, acronyms and accents etc.

Why to use this match type: This match type lets your ad appears before maximum numbers of people. It also helps your ad to get maximum numbers of impressions. This is a perfect tool for your ad to maximize the volume of clicks.

Disadvantage: As your ad gets maximum exposure, there are wide possibilities to draw lots of unqualified clicks. It also increases probability of your ad to be appeared on irrelevant search queries also.

2. Modified Broad Match Type

This is also a broad match type but with little restriction. You need to add a ‘+’ sign before your keywords you modify the broad match type.

When you place this ‘+’ sign you like to make your ad to be more relevant to the queries.

This modifier tells Google that if the word with the ‘+’ sign is present in the search query, your ad will be eligible to display.

Your ad will appear only then when the query is having more close variations. In Modified Broad Match your ad will appear only when the keywords appears in search query.

Why to use Modified Broad Match: This match type lets you get more control over your broad match type keywords. It is actually more restricted broad match type. Using this match type you can eliminate the probability of non targeted clicks.

Disadvantage: In spite of having entrusted restrictions there are still lots of possibilities to get untargeted clicks. Though you get more control over your keywords but cannot restrict the clicks from being wasted.

3. Phrase Match Type

When your keywords carry resemble same phrase of search query your ad will be shown. Most of the PPC managers love to use this match type because it inflicts a greater control.

You can restrict the ad appearance through this match type. The search query may have words either before or after your key phrase.

Why to use Phrase Match Type: It lets you have higher level of control. It also helps to maximize the numbers of relevant clicks. As this match type increases qualified clicks conversions are more likely to get improved.

Though this match type introduces more restriction but your ad still can reach wide range of audiences.

Disadvantage: Due to the restriction it cannot let your ad as wide range of audiences as broad match type can. There are still a little chance  to display your ad on irrelevant search queries.

4. Exact Match Type

When you want to put optimum level of restriction then Exact Match Type is obvious choice. You get maximum control over your ad display. Your ad will only appear when a person type exact phrase of your keywords in similar order.

[Tweet “Exact Match Type is more focused and triggers to invite good clicks”]

If your key phrase is ‘wooden furniture’ then the search query must have the words ‘wooden’ and ‘furniture’ in same order.

Why to Use Exact Match Type: This match type invites only the qualified clicks. Ad having this match type is the most likely to display before the people, who are interested in your products or services.

This is a strong target oriented match type. This match type also helps to lower CPC rate.

Disadvantage: This match type increases possibility of getting less numbers of impressions. To increase impression share in exact match you need to do extensive keywords research.

Due to strong restriction your ad may skip reaching some of the potential users.

Match type influences results of your PPC ad Campaign. You introduce match type in order to control your campaign restrictions.

You may work with the combination of all the match types in different ad groups to know which one is working best for your ad.

Your marketing strategy will decide which one is suitable for you.

Here are some tips on how you can work with match type-

  • Bids: Applying perfect match type will help you manipulate bid. You can make it more aggressive or restricted. Bid can affect avg position, Conversions and CPA.
  • Competitors: You should observe what your competitors are doing with match type. Your good observation may help you to select workable match type for your campaign.
  • Performance by a Period: You should run your campaign with each match type for a certain period. It will tell you which one is performing better for your objectives.
  • Account Structure: You should structure your account on various segments classified on using different match types. Creating separate ad texts for separate match types for a single product can help you out to know about the most optimal match type for your campaign.

 

Don’t Avoid Using Negative Keywords

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Implementation of correct negative keywords improves your PPC ad profits dramatically.

Negative Keywords are other essential Keywords. They do not let your ad display for relevant search queries. But they help to eliminate displaying your ad on irrelevant search queries.

In order to run your PPC campaign successively you need to add negative keywords effectively.

[Tweet “In order to run your PPC campaign successively you need to add negative keywords effectively”]

How Negative Keywords Help

Negative Keywords actually eliminate unqualified search queries. If a search query contains any of negative keyword phrases or words you used then your ad will not be shown against the query.

For an example, if you are selling smart phone and you do not repair or sell used smart phone then your negative keywords should be Used or Repair.

It is actually help your ad focus on target audiences.

Just like Keywords Matches Negative Keywords are also having Match Types-

Broad Match: You use this match type when you want to eliminate search queries having any of your listed keywords.

Exact Match: When a query exactly matches exact of your keywords listing your ad will not be appeared. This match type is more focused.

Phrase Match: This match type prevents your ad from displaying to search queries that match phrases of your negative keywords listing.

You can introduce negative keywords in your PPC Campaign in various levels-

Account Level: You can introduce negative keywords in your account setting. In shared library you can introduce negative keywords to implement later on various campaigns also.

You should use account level negative keywords when you are running multiple campaigns. It eliminates displaying your ad when the query is irrelevant to any of your campaigns.

This is not a common idea to use negative keywords in account level. Sometimes  it tends to prevent quality traffics also.

[Tweet “You should use account level negative keywords when you’re running multiple campaigns”]

Campaign Level: You can use negative keywords for a single campaign. Every ad group under the campaign will be affected by the listed negative keywords.

It allows you to imply the negative keywords for a large number of product categories.

You should implement negative keywords at this level when you want to protect a larger number of keywords in a campaign.

Ad Group Level: This is not as broad as account level. Introducing negative keywords at this level is very significantly target oriented and specific.

You must go with this level if you like to protect specific keywords in ad group. At this level you become more granular with your negative keywords listing.

You should opt for different set of negative keywords for different ad groups.

As it is more specific it more likely to eliminates most numbers of unqualified clicks.

You should also experiment with different types of negative keywords variations. It will also prevent clicks from untargeted people.

How Negative keywords Improve PPC Campaigns

  • Increases CTR: As you use negative keywords to eliminate most number of irrelevant traffics your ad tends to be more focused. Through filtering unqualified traffics it helps to improve CTR.
  • Increases Conversions: Negative keywords are meant to be guarding the productive keywords. Using negative keywords you increase the possibilities of keywords conversions. Negative keywords are focuses to drive only the quality clicks. Therefore, your CPC drops gradually.
  • Improves Quality Score: As it helps to lower CPC and increases CTR, the quality score gets improved gradually. Quality score helps to lower overall expenses of running your PPC campaign.

Group Your Keywords

Grouping of keywords is another important task that helps you lower Campaign cost by improving keywords performance. Clients often complaints about expenses involved in PPC Campaign. Most of them are unfamiliar to Keywords grouping.

I suggest them to group keywords and it will help them to optimize campaign.

We usually introduce large set of numerous keywords. They will only serve the optimum result when they will be segmented in appropriate groups.

Grouping keywords means you organize them in appropriate manner. You should pay much attention in grouping to make them perform efficiently. It helps you to improve ROI.

You must group keywords in order to keep your data organized. Well knitted keywords grouping makes your way to success.

[Tweet “High themed ad groups help you to create more relevant ad texts”]

You can target specific audience with a certain keywords group.

Grouping has vast impact on improving quality score. Good quality score lowers PPC costs and lets you achieve good overall performances.

‘Tightly themed keywords’ means High CTR, good Quality Score and more possibilities of conversions.

Highly specific keywords set have the major possibilities to display the ad only to the target audience.

How to Group Keywords

Grouping Keywords improves campaign performance in effective way. However, I am recommending you to follow some important strategies while grouping keywords.

Here I am furnishing some important tips-

  • Create a list: You must create a list of keywords you want to use in your campaign. Google Keyword Planner tool can help you find most relative set of keywords for your term. You should avoid listing virtually useless keywords.
  • Segment Them: Now you need to organize them in best possible way as per your objective. You have to bring the keywords that are sharing common theme in a single segment.

Segmentation may be based on- long tail, similar 2-3 words phrases, category, match type and by product.

  • Add to Ad Group: Now add keywords on different ad groups. Remember, an ad group must have common themed keywords.
  • Organize Keywords by profitability: You may group your listed keywords as per prospect profitability. You may also consider product margin while grouping keywords. This considers the definition of value for your selected keywords.

It is fruitful way if you are following portfolio system (for bid management). You can easily group keywords in lower value to higher value.

  • Group by Match type: This is the most common ad group practice. You can allocate specific ad group for the keywords, which are sharing same match type. It lets you have more control over your keywords.
  • Group by Performance: This process little much critical and takes much time to build. You have to put well performing keywords in separate groups and poor performing keywords in other groups.

You can make strategy to gain more conversions from the groups with well performing keywords. And you should try to optimize poor performing keywords separately.

You need to analyze keywords report to find the most and the least performing keywords. On the basis of  keywords report you need to pull out poor performing keywords and run separate group with them.

[Tweet “By adding performing keywords in separate groups you can blow more impact over your success.”]

Though ‘keywords grouping’ needs much effort and proper understanding, it ultimately determines visibility or impressions of your ad.

Therefore, you need keen observation. You may also use keywords grouping tools. You may follow common practices but you need to structure your own system.

Stuffing keywords in ad group causes the occurrences of having improper grouping of keywords.

 

You Must Avoid Adding  Lots of Keywords in an Ad Group

You have already gathered knowledge on how and why to group keywords. Another important thing you should consider while putting keywords in an ad group and that is not to add all your keywords in a single ad group.

You group keywords in organized way in order to make them perform well but too much gathering of keywords in an ad group will show reverse result.

It does not mean that all the relevant or meaningful keywords together in a group can elevate campaign performance.

Good keywords may work better individually but in a single group they may kill your ad relevancy.

I always recommend my clients to avoid gathering too much keywords in a single ad group. I personally prefer to use single keyword group.

[Tweet “Good keywords may work better individually but in a single group they may kill your ad relevancy”]

Technically, less than 10 keywords in an ad group improve your ad’s health. You may find more than 10 keywords variations but you should stop before considering them all.

 

How adding keywords in a single group can affect

  • All your keywords in a single group give negative impact over target people. It also lowers performance of your PPC Campaign
  • Your main message that you want to convey will be lost under the crowd of keywords
  • Including Keywords in an ad group fails to improve PPC Campaign performance
  • Ad group stuffed with keywords is likely to get fewer clicks
  • It will be more likely to display your ad maximum numbers of irrelevant search queries. Therefore your ad gets more irrelevant impressions

I have found using single keyword ad group more focused and can produce good result. You should use single keyword in an ad group if possible.

It arrays more control over your ad display. As it is has higher relevancy, it enables triggering only the relevant search queries. When you use single keyword in an ad group you reduce difference between What you offer in your landing page and your ad text.

[Tweet “By using single keyword in an ad group you reduce difference between what you offer in your landing page and your ad text”]

As you get familiar with this you will strategically use this technique to improve CTR.

How to Make Keywords List in PPC

In Search engine marketing or PPC ad it is all about selecting effective keywords. Though Google offers nice tool to select apt keywords for your ads but you need to follow proper strategy in order to achieve success.

Ultimately keywords are the anchor that determines whether your ad should be displayed or not against a certain search query.

You need to identify keywords that would successfully display your ad before target audience.

It is very important to select proper keywords for good conversions and great ROI. You should consult with an expert while selecting keywords

You can simply follow strategies that I am providing below to make effective keywords list

[Tweet “It is very important to select proper keywords for good conversions and great ROI”]

You can simply follow strategies that I am providing below to make effective keywords list

1. Recognize your Audience: To get good conversions you need to make relevant ad. Try to identify their activities as per your products. It may help you out to design your ad accordingly.

You should know how you can provide your products to them and how your products can help them. It also helps you to know what set of words or phrases they use to find the products you sell.

2. Select Productive Keywords: When you are making your keywords list you must limit it only with the most relevant keywords . Do not increase volume of your list with unnecessary keywords. You should select only those words that can more likely to make conversions.

3. Try to be specific: You should avoid using general keywords. PPC campaign is not meant for calling huge loads of traffic. You just have to attract only quality traffic.  Single word keywords are often very generic.

Therefore, you should use keywords that have at least two words to be more specific.

Sometimes, too specific keywords fail to draw traffic and remain as complete waste of money. You should not be too specific in keywords because it may limit exposure of your ad.

[Tweet ” Sometimes too specific keywords fail to draw traffic and remain as complete waste of money”]

4. Use Google Analytics: Analytics tell you about keywords performance. Using Web analytics you can identify which keywords are working better. You should run keywords review in weekly basis so that you can improve keywords performance.

5. Keywords should be relevant to Ad Copy and Landing Page: When a user finds your ad in search result they get a primary idea on your products or services. Your ad-copy should include keywords that can make users feel they are at exact place. Ad copy must have keywords that are relevant to your products.

Your landing page must be relevant to keywords you have used in ad copy. For which keywords users find your ad in search result, your landing page should contain those keywords also. Relevant landing page increases likelihood of conversions

6. Utilize Keywords Variations: A single keyword may have different variations. Different users may search for your products using different variations. Lack of introducing variations of keywords may cause losing a large number of quality clicks.

Variations may use various terms such as, synonyms, misspellings, alternative spellings, singular term, plural term and many more.

7. Look at your ad as a user: This is the most needed step. You should look at your ad at the point of view of a user. You should search for your product in search engine. And be sure of what keywords most of the users like to put to find your products or services.

 

Summary

I hope this discussion will help you run your PPC campaign successfully. Hopefully, this discussion will provide much input while you will design your next campaign.

Strong keywords strategy is key to success. Though it is an ongoing process to research with keywords, you should introduce best practices. More you involve in keywords management more you can array powerful keywords techniques.

This article is not only potential to support you for constructing strong PPC campaign but it also ensures you to come up with strategic possibilities. You must not copy strategy from your competitors or never follow advice blindly.

You need to analyze competitors’ success and advice. You just need to use them as per your strategy and must organize those ideas accordingly to make them work for you.

Hopefully this discussion will help you in structuring your PPC Campaign. Now, you are thinking what to do with the keywords that have already been running in your current campaigns.

In my next blog post, I will come up with discussions on how to treat keywords in your PPC Campaign.