Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

The Secret of Remarkably Successful AdWords Campaigns

Nevertheless, Google AdWords is a great platform for getting new customers.

Because Google AdWords has the power to display your ads to a highly targeted audience at the exact time when they are actually looking for your product or service.

However, creating a new AdWords Campaign is an exhilarating task with a lot of emotions getting built up.

Since, Google AdWords is an innovative method to increase traffic it also requires hard work, strategic thinking, and proper planning.

Also with Google AdWords, it is not necessary to spend a lot of your budget to get the most of the Google AdWords campaigns.

Google AdWords is for all, whether a small, medium or large business. Click To Tweet

Here are the tips being offered to any advertiser who is planning to use Google AdWords or has already started with it to make their AdWords Campaigns remarkably successful.

 

1. Determine The Demand of The Customer

demand of the customer

This is the most important element of a successful AdWords campaign.

Before starting off with any campaign, determine the demand of the customers. Click To Tweet

If the customers are not looking for your product/service on Google, then there is no point of creating an AdWords campaign.

Therefore, understand the psychology of your customers and the suitability of our product or service before creating an AdWords Campaign.

To check the keyword phrases, use the Google Keyword Suggestion Tool that lets you analyze a lot of data, helps you to generate relevant keywords that are famous and also tells you about the competition that those keywords get and their bid price.

While looking for specific keywords for your business invest in keywords that have high search volumes, invest in keywords that indicate a sense of purchase rather than just providing information and also consider the affordability of the keywords.

 

2. Understand The Basic Maths of Your Campaign

maths of your campaign

After getting to know the demand the next step is to choose keywords that are most relevant to your business.

As the keywords are the building blocks of the AdWords campaign, they require constant updates and planning.

But before you finalize the keywords for your Campaign, you need the understand the basic mathematics of your campaign.

By this, you can escape from bidding on a keyword that is way too expensive for you.

To ascertain the financial aspect of the keywords, ask yourself this question, “Can I afford to advertise on this keyword?”

To answer this, you need to calculate your Max Cost Per Click that is affordable to you.

Make a comparison list with the maximum amount of that you can spend for a particular keyword. Click To Tweet

Use the following formula to calculate your Maximum Cost per Click.

Max CPC=(Profit per Customer)(1-Profit Margin)(Website Conversion Rate)/100

Suppose your Profit per Customer is $100 with a profit margin of 40% and a conversion rate of 10%. By using the above formula, your Max CPC will be:

Max CPC=[$100(1-0.40)10]/100=$6

With this, your Maximum Cost per Click for a keyword is $6.

And if the estimated Cost per Click is $4, then it is a profitable attempt because here, you are willing to spend more and the estimated cost is less.

On the other hand, if the estimated Cost per Click is $8, then you know that you probably cannot advertise with that particular keyword.

 

3. Conduct Competitor Analysis

competitor analysis

After making a list of keywords that are both affordable as well as relevant to your product or service, it is important to understand what your competitors are doing.

For this, you need to conduct a competitor analysis in a proper manner.

Having proper knowledge about your competitors gives you an advantage over your competitor. Click To Tweet

You can also use that information to optimize your campaigns.

Competitor analysis also lets you know about the keywords, ads and landing pages that work or do not work in your particular industry.

There are a lot of tools like KeywordSpy and SpyFu that help you in checking out the strategies of your competitors.

These tools give you access to the advertising history of your competitors in a well-organised format.

You can also see which keywords or phrases the competitors are using and also monitor the performance of the keywords used by your competitors.

 

4. Have a Powerful USP

Unique Selling Proposition

Your Unique Selling Proposition is what that separates you from the rest of your competitors and makes you stand out in a crowd.

It gives your potential customers to a solid compelling reason to choose you.

A well-thought USP can take your business to new heights and can give you an advantage over your competitors.

A strong USP helps you to answer, “Why should customers choose your brand over others?”

When writing a USP in the form of a phrase remember to focus on your strengths and uniqueness. Click To Tweet

A strong USP generates better traffic from potential customers and at the same time remove any unwanted traffic.

A strong USP increases your conversion rate. Not only it will generate quality traffic but it will also help you to get better conversions and will convert the visitors into customers effectively.

A strong USP not only gives a positive impression to your customers, it also gives your clients a good reason to do business with you.

Analyze the shopping pattern of your customers and see what they like and dislike about your industry.

Also take a look at your competitor’s ads, websites, and keywords and then come up with a powerful USP.

 

5. Create An Irresistible Offer

create an offer

You should create an offer so valuable that your potential customers cannot avoid it at any cost.

Basically, there are four valuable components that form a good and irresistible offer.

Value

The value of the product or service that you are selling should be more than the price. The benefits must outweigh the price.

Your potential buyer should feel that they are more for their money. Do not make your offer cheap so that you start bearing losses.

Instead clearly define all of the value of the product or service provides to the customer.

Believable

The users are sometimes doubtful. So the price of your product or service should look reasonable and not extremely less.

Because then they will feel that there is something wrong with your product.

If you are running a sale or giving something for free, provide a solid reason behind it.

Reduce Risk

Customers are always scared of losing money to a cheap product or poor service.

Therefore, you need to provide some kind of guarantee so that the customers can have faith in you. The best kind of guarantee is a money back guarantee.

It minimizes the risk to a very high level and also makes the new, as well as existing customers, feels more comfortable with you.

Call-To-Action (CTA)

By including a simple CTA you can tell your prospect exactly what you want him to do next.

If you want your customers to call you, do not make them look for your contact number on the website, instead provide your number there and then.

And if you want your customers to fill a form, put the form in the front for the customer to see easily.

You should offer something that is so amazing that prospects are simply compelled by it. Click To Tweet

 

6. Write Compelling Ads

compelling ads

When you are using Google AdWords for advertising, you only pay when your ad gets clicked.

So, your ads have two main tasks to perform.

  • Attract qualified prospects to your ads instead of your competitors.
  • Keep irrelevant prospects away so that they do not click and waste your ad budget.
Compelling ads get more qualified traffic that results into more sales. Click To Tweet

They also prevent wastage of ad spend on irrelevant traffic and gives you an overall higher profit.

Compelling ads usually have a higher CTR that boosts your Quality Score and lowers the Cost per Click of your keywords.

The Adwords ads have a headline, two separate descriptions and a link to the relevant landing page that is aligned with the ad (URL).

You can ask a question to grab the attention of the users, then describe your offer and attract the user with a Call-to-Action in the description and lastly make sure that the URL is correct and goes up to the relevant landing page.

Remember, the headline is the most important element of your Ad, so try to include keywords in your headline.

When the search query matches the keywords in your headline, Google bolds those keywords to make them noticeable making your ads stand out from the rest.

In the description lines, include your benefits, USP, and your special offer.

Also, do not just copy and paste the domain name in the display URL.

In your display URL, you can include your offer, CTA, USP and any other thing that makes you stand out in the crowd.

 

7. Align The Landing Pages With Your Ads

ads

landing page

Image Source: Flipkart

By now your potential customer searched for your product and services, they have even found your ad to be very appealing.

Impressed by your offer, the visitor decides to click on your CTA.

You have two choices here:

  1. Send your visitor the relevant landing page and close the deal by converting him into a customer.
  2. Send your visitor to the homepage and lose the potential customer and also increase the bounce rate.

I’m sure you might be wondering that why is the second option even included here.

This is because many advertisers make this mistake of directing their visitors to the homepage instead of the landing page.
Homepage explains everything about your business and your products and services.

It possibly does not explains what was highlighted in your particular ad.

If your URL does not go to the correct landing page and instead reaches the homepage, users who clicked on your ad will not be able to find the special offer and will immediately leave while increasing your bounce rate.

Make sure that your ad leads to a perfect landing page that is specially tailored for each ad. Click To Tweet

The headline is the first thing that the visitor reads when he lands on your landing page. Make it attention grabbing and appealing.

Your landing page should be relevant to the keywords and the ads that the user clicked on.

To make your landing page more compelling, include your USP, benefits, special offer, and a strong Call-To-Action.

 

8. Use Negative Keywords

negative keywords

As you might already be knowing that negative keywords are those keywords that prevent your ads from being displayed for any irrelevant search query.

They play a vital role in saving your ad budget that could have been wasted through irrelevant clicks.

Negative keywords help you to streamline your ads and displays it only for the most relevant search queries.

Negative keywords not only drive quality traffic but also ensures that the traffic that is coming is conversion oriented and end up increasing leads and sales.

As an overall result, negative keywords also increase your Quality Score. Click To Tweet

Since negative keywords have the power to either make or break your campaigns so choose them wisely and it is recommended to conduct proper research before targeting the negative keywords.

Negative keywords also result in a better CTR by making your ads specific and only targeting them to the most relevant target audience.

 

9. Perform Conversion Tracking

Track your conversions

Keeping track of your conversion rate is extremely essential.

Conversion tracking is a way to determine which of the ads are generating sales. Click To Tweet

It is essential to analyze keywords and ads that are increasing your ROI and those that are simply wasting your ad spend.

Conversion Tracking helps you to manage your keywords and ads properly and also lets you make the necessary changes to optimize your campaigns accordingly.

For your business, a conversion may be a purchase, sign-up or a lead.

It is basically the action that you want your visitors to take on your website.

Without proper tracking, you cannot differentiate between the top performing and underperforming keywords, ads, and landing pages.

To keep a record of the conversion rate, you can place the conversion tracking code given to you by AdWords to your specific landing page for each advertisement.

 

10. Optimize your campaigns

Optimize your Campaigns

After you have created your AdWords campaign, the next step is to optimize them based on the data you have inherited through conversion tracking.

After your ads are launched, you need to monitor them closely.

Observe a number of clicks it is generating, how many visitors are landing on your landing page and out of them how many are actually converting.

If your keywords are profitable enough and still you are not being ranked No.1, raise your bids for those keywords.

On the other hand, if a keyword is not profitable, either lower the bid or pause the keyword depending on the situation.

To maximize your CTR, test different versions of your ads. Click To Tweet

Also, test different versions of your landing page to determine which one of them is generating maximum conversions.

In a nutshell, to optimize your campaigns you should be looking to improve the elements that are working in favor of your AdWords campaigns and remove those that are not working at all.

 

Conclusion

Creating an AdWords campaign is a daunting task but if done correctly it can result in a leading factor to enhance your online presence and conversions.

By focusing on the above tips you can create AdWords campaigns that are profitable.

Google AdWords requires an intelligent understanding of the metrics and clear investment so make sure you rely on both of them.

Also remember, the success of your AdWords campaigns depends a lot on the type of business you are involved in, your target keywords, competitors, ads and the conversion rate.

Hopefully, these tips have provided better insights to boost your productivity and efficiency of your Google AdWords campaigns.

Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

What All You Need To Know About The Google Maps Local Search Ads

As a marketer, it is always important to be upgraded with the current trend of advertising and marketing.

Because then you can easily beat your competitors in the race of acquiring more and more customers.

But you might be wondering that after all being a small business owner of a store, how can you use the marketing techniques as per your convenience.

The local search ads of Google Maps have been proved to be a boon for small business marketers who own stores or are service providers.

If you have a physical store, maybe a cafe, restaurant, bookstore or provide services of a plumber, carpenter or electrician. You can very well use the local search ads of Google Maps to drive in foot traffic to your store.

Among all the changes that took place in Google Maps, a very noticeable change was that of the Local Search Ads which is highly known as “The Next Generation Of Local Search Ads”

In this blog post, we are going to share all the insights related to Google Maps Local Search Ads.

So to begin with, let us first emphasize on the basics.

1. Google Map Local Search Ads

Imagine a scenario, you have some really important work in the town next to yours and so you’re driving all the way from your location to the destination.

Midway down the line you perhaps the highway, you realize that you are hungry and now want a snack to eat probably a Pizza.

Remember, gone are the days when you would have manually looked for a snack.

In the 21st century, when the technology is highly upgraded everything is just one click away.

To get a snack as soon as possible, you could look for a “Highway Restaurant” or “Pizza Corner” in the search bar of Google Maps app.

A restaurant that paid to have an ad appear would come in the search results and its logo would appear with its physical location on the map.

The logo is called the promoted pins and we will go in its detail later in the post.

Basically, the Local Search Ads on Google Maps is an advertising feature that attracts customers who are in a local range of your business.

Google Map Local Search Ads allow businesses to advertise their store location in Google Maps. Click To Tweet

And with this, their ads are automatically shown to the user along with their driving route.

By advertising on Google Maps, you can enable your potential customers to discover and come to your physical location or store when they are searching for products and services on Google Map.

The very first step that you need to take is to enable location extensions for your Google AdWords.

The location extensions show your ads with your address and map location to your potential customers.

Your customers can get further details of your location by just clicking in the extension of your ads.

Next, you need to have a Google My Business account set up to get your business linked with Google Maps.

Google My Business is a free and easy-to-use tool for business who want to establish a strong physical appearance.

To create a Business Account, follow the steps below.

1: Sign in to Google My Business

2: Click the three dash menu icon in the top left corner of the page

3: Next, click on “Create Business Account”

4: Enter a business account name and click on “Done”

After setting up your Google My Business, use location targeting and also bid by location.

Location targeting is a targeting option of AdWords. It displays your ads according to the locations chosen by you or within a specific radius.

You can also set up different bids according to the locations. Location extension targeting helps you to select more precise locations.

In your Google Maps Local Search Ads, you need to put in relevant information regarding your address, phone number, business hours, reviews etc.

If you provide home-based services, you can still list your ads to appear on Google, with or without the address.

2. Changes Involved In The Google Map Local Search Ads

The main change that was brought up in the Google Maps Local Search Ads was that the ads were designed in a way so that it would help the local businesses to be more visible.

The changes were implemented in such a manner that it resulted in increasing the visibility of local businesses where the customers were actively searching for an outlet to eat or a shop to purchase.

The major focus of the local search ads are the mobile devices. Click To Tweet

And the basic aim of local search ads was to generate more traffic for local stores by converting the foot traffic.

Google also revealed new formats and features of Google Map Ads that were more inclined towards increasing the traffic for the physical location of a business.

The new features included Promoted Pins, Brand Logos, In-Store Promotions,  Customizable Business Page, and Local Inventory Search.

The local search ads attach a maximum of two keywords from the search results on Google Maps.

And it also attaches a purple pin also known as promoted pins directly on the map.

The ad on the Google Map is directly linked to the business page of your store which is set up at Google My Business.

You should update the information on Google My Business Page. This will let you direct more customers towards your store through Local Search Ads.

The goal of local search ads is to optimize Google Maps so that the users get better user experience without going so far.

3. Location Of The Google Map Local Search Ads

Image Source: Google Maps

The Google Maps application is the home of the local search ads. Click To Tweet

The local search ads easily appear on the Google Maps app. These ads also appear on desktops, tablets, mobiles, and on Google.com Expanded Map results.

In the Google Map app, you will find a single local search ad with a purple colored ad label, spotted on the top of the organic results.

And when you are searching within the search results of Google Map, you will get to see a maximum of two ads again with a purple ad label and on the top of the search results.

Also while doing location-related searches on Google.com Expanded Map results, you will find Google Maps ads on the top of the results with an icon of “Ad”.

4. Reasons For Introducing The Change

The leading reason for introducing the change was to bridge the gap between the physical store business and the mobile advertising.

Since mobile is becoming a leading device with respect to advertising and around 50% of all searches on Google are made through mobile devices.

To connect mobile devices with Google Map ads changes were made in the Local Search Ads. Click To Tweet

Google revealed some good statistics during its Performance Summit. These statistics drew in the very much needed attention of the marketers.

Some of the statistics were:

  • About 90% of all sales that happen globally takes places in store rather than online.
  • The mobile devices increased the location-related searches drastically.
  • Google Maps have over 1 billion users now.
  • 84% of users prefer local searches rather than global ones
  • 3 out of 4 people doing location-related searches end up visiting the store and almost 28 of those searches result in a purchase.

5. Promoted Pins

Google has yet added a distinguished feature that has a direct impact on your business.

You might have come across the ordinary red pins while using Google Maps.

They indicate landmarks, restaurants, shops, businesses and other places.

Promoted Pins are similar to the Red Pins, but the difference is that it comes in purple color

Promoted Pins lets your business to be noticeable from the rest of the locations in that area. Click To Tweet

For example: If you own a coffee shop, you can show ad along with promoted pins. This can convince people who are passing by to stop and have a refreshing cup of coffee.

Or if you have a motel on a highway, you can persuade the travelers to halt their journey for some time and take rest at your motel.

Although the promoted pins attract the attention of the people who are near to your store. They also let your shops to feature their special offers.

The promotions and the coupons usually follow the promoted pin according to a search history.

For example, You own a cafe that is pretty famous for its Hot Espresso Coffee. And nearby there’s a bookstore that attracts quite a large number of book lovers.

So to attract the book lovers to come to your cafe, you can use Promoted Pins on Google Maps to offer discount and coupons.

6. Selection Of Local Search Ads By Google Maps

There could be lots of businesses near your potential customer’s location that they are looking for. But Google Maps only features one or two of them.

The competition to get the one out of the two spots is quite fierce.

Here, the question arises that “How Does Google Decides As To Which Ads To Display?”

Actually, Google chooses a variety of factors to determine the display of the ads.

  • Query made in the local search
  • The location (within a radius)
  • Search History
  • Interests
  • User behaviour
  • Time of the day
  • Demographics

By this, the shops that have a consistent good rating gets a chance to compete with the comparatively bigger brands.

7. Cost Of Local Search Ads

The cost of Google Maps Local Search Ads is similar to that of Google AdWords’ PPC campaigns.

The price for Google Maps Local Search Ads is calculated on a Cost-per-Click Basis. Click To Tweet

Get Location Clicks

This is the cost incurred when the user clicks to expand the ads from the result lists.  

Get Direction Clicks

This is the cost incurred when the user clicks to find the way to the store.

Call Button Clicks

This is the cost incurred when the user makes a call to the store.

 

8. Display Of Local Inventory

Think as a customer for the time being.

Just imagine that you are in desperate need of a solution to clean your contact lenses and can’t order online because you want them now.

The easiest way to find a store is through Google Maps.

Your search for a store nearby and luckily you find a store.

By not getting any late, you reach out to the store but unfortunately, you get to know that the stock had finished.

What would be your first question to the store owner?

I would rather ask, “Why didn’t you display the inventory information in the ad itself?”

The reality is that unless the visitors are sure of the availability of the product, they don’t visit the store.

No one wants to waste their time by reaching out to stores that have out of stock products.

That is why it is important to bring the information of the local inventory in your customizable local page.

The local products inventory feed is the list of all the products that you sell in your store. Click To Tweet

Submit the inventory price and quantity of your products on daily basis.

And if the price and quantity of your products change throughout the day. Then submit only the items that have changed their price or quantity with the new details multiple times throughout the day.  

9.Benefits Of Local Search Ads

With the local search ads of Google Maps, you can create more visibility on Google Map before your competitors.

The local search ads give you a chance to target your business advertising on the basis of location and radius.

By this, you will be visible only to the people who are near to you thereby increasing your chances of getting more business.

If you really want to be specific, you can even target your ads to appear on certain times of the day.

By using the call and the direction button, you can also help your customers to perform a certain action using their smartphones.

As with local search ads you get a chance to stand out in Google Maps. Click To Tweet

Moreover, this can be really helpful you if you have your competitors located nearby. As you can dominate by having a strong presence on Google Maps.

Conclusion

Driving traffic, increasing leads and sales, content marketing, optimizing the use of social media and what not.

But for local stores, it becomes really tough to create content and use social media to make people come up to your store.

Therefore, the local search ads of Google Maps help local stores to show their existence to the prospective customers.

Because when it comes to buying anything from a local store, the intent to purchase is already there in the mind of the customer. It is just that you have to show that you exist.

And the Local Search Ads of Google Maps is the easiest way to do that.

Remember, just be super ready to grab any opportunity offered by Google Maps Local Search Ads. And then increase your offline conversions with the help of online advertising.  

 

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

Top 10 PPC Myths That Every Marketer Should Know

The Universe is full of myths.

From the Milky Way to Planet Earth. From Rocket Science to Human Body. From Traditional Marketing to Digital Marketing

Perhaps you shouldn’t be surprised if I tell you that there are certain myths regarding PPC as well.

Today, PPC has emerged as a powerful tool in terms of increasing your website traffic, reaching out to the potential customers, increasing your ROI and the list goes on and on.

Despite fetching so many benefits, PPC is sometimes seen with a suspicious eye.

Many misconceptions revolve around its working, its benefits towards big, medium and small businesses.

Some misconceptions were cleared during the course of time.

But some misconceptions grew and took the form of myths which created confusion in the minds of marketers regarding PPC.

Here, we have revealed 10 myths about PPC so that your confusion is cleared away and you can better differentiate between a myth and a fact.

Myth No. 1: Being On The #1 Position Is The Most Profitable

This is not completely true.

No doubt that being on #1 position gives your ad the best visibility and maximum exposure.There can be more conversions while being in the #1 position.

However, this does not always happen.

Being in the #1 position can actually cost you more than you think. Click To Tweet

You might end up spending more than what you are actually generating.

The first position brings in lots of searchers who are probably only searching and have no intention of making a purchase.

By clicking on your ad, which is by far the first ad in the SERP, they spend some part of your PPC budget and if they don’t convert, you have simply wasted that part.

If your business goal is to create brand awareness, doubtlessly being #1 is a great position.

But if you are more inclined towards making conversions, be a little cautious with the #1 position.

Also, keep experimenting with ad positions to see which position works best for you and lets you achieve all your desired business goals.

 

Myth No. 2: You Can Set and Forget The PPC

Unfortunately, many marketers think that they can create campaigns and ad groups, set bids, and budget, target keywords, make ads and simply walk away.

Sounds very easy, isn’t it?

But it is a big NO! NO!

Repeating the fact that PPC is NOT a set and forget the thing. Click To Tweet

If you want to make the most of the investment that you are spending, you need to continuously monitor and test various elements of a PPC campaign rather than leaving all of it alone.

Make changes in the campaign as and when needed, target and test different ad copies, constantly monitor the ads and keyword performance, include negative keywords, adjust the bids.

Since the search engine algorithms are constantly changing, therefore, your ads also need to adjust according to it because only then you will stay in the competition.

Just because PPC requires dedicated time and effort, many businesses choose to outsource their business to PPC agencies that can devote proper time and effort to the management of PPC campaigns.

 

Myth No. 3: PPC Is Too Expensive

PPC can be expensive but not always.

Maybe there are times when things do not work out for you and you face a loss but that does not mean that you should never try it.

Maybe once or twice the cost of PPC was much more than your expectation, but that certainly does not mean that you are going to bear a loss every time.

You have to be patient and give PPC campaigns enough time to give you the exact results you are looking for.

PPC is flexible and allows you to set maximum daily and monthly budget for your campaigns. Click To Tweet

After you set your budget, there are negligible chances of overspending unless you change your budget.

If some keywords are being too expensive, you can re-define the keywords and also adjust the bids accordingly.

By linking the keywords, ad copy and the landing pages, you can convert more and more visitors, thereby generating revenue and reducing cost.

You can also start targeting more specifically and make your PPC campaigns cost efficient.  

Myth solved here is that you have full control over your budget and you are the only one who is going to decide over the ad spend.

 

Myth No. 4: No One Clicks On PPC Ads

Trust me on this if no one clicked on PPC ads, they would have drowned way before.

However, there are a lot of people who still believe that no one actually cares about PPC ads. And hence do not click on them.

There are millions of businesses at all levels (whether small, medium or large) that are associated with PPC advertising and hence are making huge profits.

And further, imagine Google that earns a large part of its revenue from PPC advertising.

Let me tell you that when a visitor clicks on a paid ad, the advertiser then has to pay Google an amount.

Therefore, Google would not have been one of the most profitable digital companies in the world hadn’t anybody clicked on PPC ads.

Your ads won't be ignored if they are directly relevant to your target audience. Click To Tweet

Many internet users do not know the difference between an organic ad and a paid ad, hence all the ads in Google receive clicks irrespective of it being an organic ad or a paid ad.

 

Myth No. 5: More Keywords Leads To Better Performance

Absolutely incorrect!

This is one of the most powerful myths that has created utter confusion regarding PPC among the marketers.

Having more keywords can certainly get you more impressions and clicks but it does not guarantee more conversions.

Do not forget the fact the ultimate goal of a PPC campaign is to generate more conversions rather than impressions and clicks.

Do not overstuff your campaigns with keywords. Measure the relevance of the keywords with respect to your business and then target the keywords.

Moreover overstuffing your campaigns with keywords will only burn out your budget without giving you much time to generate a satisfactory ROI.

Constantly measure the performance of your keywords and bid high for the top performing ones and bid low for the nonperforming ones.

Ensure that you specifically create targeted ads that correlate with your target audience. Click To Tweet

After determining your business goals and marketing budget, control your keywords so that they are within the budget limit.

 

Myth No. 6: Test Ads All The Time

It is correct to test different elements of PPC campaigns to measure their performance. But testing all the time is not justified at all.

You should always take your time to develop a testing plan. Click To Tweet

When you are testing your ads, decide beforehand whether you want to pause that particular ad or leave it running.

Also, give your ads a considerable amount of time to showcase their talent of attracting more visitors.

Just because a certain ad fails to attract visitors does not mean that it is useless.

There comes the time to test as to what factor is making it unattractive or what is the cause behind the ad not getting sufficient clicks.

Let your ad reach at least a score of 100 clicks before making any final change.

By this, you will get to know the true outlook of the best performing ad.

By being impatient and pausing an ad too early, you could possibly pause an ad that had a potential of getting outstanding results for you.

 

Myth No. 7: PPC Affects The Organic Position

PPC affects organic position

The explanation for this one is pretty simple.

PPC has to do nothing with your organic position.

The traffic that is generated from the organic ranking is free while that generated from PPC campaigns is paid.

If your organic and PPC ads are super relevant to the search queries, then both your ads will be displayed by Google.

PPC has no correlation with your SEO ranking either positively or negatively. Click To Tweet

 

Myth No. 8: PPC Is Not Required If Organic Rank Is High

PPC is not required when organic rank is high

Having a high organic rank is great however also having paid ads can double your results when it comes to increasing traffic and generating higher ROI.

A lot of people still have the mindset that PPC and SEO are enemies and work against each other.

The reality is little different. PPC and SEO work best when they are combined.

They result in increased visibility and exposure, gets more qualified traffic, maximizes the conversions.

It is obvious that free is better than making a payment for having your ads displayed.

But is it also important that your ads are displayed before the right target audience. And for this reason, you need to have PPC advertising even if your organic rank is high?

With PPC you can target a broader range of keywords that widens your audience exposure. Click To Tweet

There are some people who would automatically neglect the paid ads and skip to organic ones and vice versa.

So having both the organic ranking and paid ads is the perfect combination to get your desired business results.

 

Myth No. 9: Google Is The Only Search Engine Worth Advertising On

Google is the only search engine worth advertising on

Certainly not important.

Google is definitely a leader when it comes to PPC but it is NOT THE ONLY advertising platform.

Yahoo and Bing are other search engines that are worthy enough for PPC advertising.

Although a number of searches in Yahoo and Bing are relatively low than Google they clearly can not be ignored.

For some accounts, Yahoo and Bing have even worked better than Google in getting more conversions and generating higher ROI.

The Cost per Click in Bing is comparatively less as compared to Google.

This means that you can get a good amount of qualified traffic by spending less.

You should at least give a trial shot to Yahoo and Bing in accordance with your PPC campaigns. Click To Tweet

And who knows you may get a surprise by their performance.

 

Myth No. 10: Turn Off The Account At Night As No One Is Searching For Them

Turn off account at night

Gone are the days when the customers were confined to opening hours of the day.

Online advertising can literally be done 24/7.

By only sticking to a particular time of the day, you could possibly lose a lot of traffic.

Switching off your accounts at night thinking that no one would be searching for it is a really bad idea as you certainly let go the potential customers.

Just because you are sleeping doesn’t mean your potential customers are also asleep.

You can use Google Analytics to see what are your peak times to show the ad.

Abide by that and schedule your PPC ads according to the peak times.

While serving international customers, target them according to their time zones. Click To Tweet

Given any reason, if you are inclined towards turning off your account, make sure that you conduct proper research are also backed by solid data.

As everybody knows that the internet is not restricted by hours and is 24/7 available, make sure to take full advantage of that.

 

Conclusion

Do not get deceived by these myths and be smart enough to get your PPC campaigns be productive for you.

I really hope that I’ve helped some of your confusions regarding PPC. And have also helped you to debunk the PPC myths that were the reason these confusions.

 

Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

Common PPC Keyword Research Mistakes that You Need to Avoid

Keyword Research is one of the most critical aspects of PPC universe.

Most of the advertisers even consider it to be rocket science.

Perhaps, it is the first step that the marketer should take when they are advertising through PPC.

Keyword research is like creating a foundation of the building.

It is complicated and requires a lot of hard work and is an important factor in determining the success of the entire PPC campaign.

A simple misunderstanding at the initial stage of PPC campaigns can endanger everything that you do from that point onwards.

Keyword Research basically helps you to identify and target keywords that are most relevant to your audience.

Keyword Research can either make or break the performance of your PPC campaigns. Click To Tweet

Before carrying out a keyword research for your PPC campaigns, it is important to avoid common PPC mistakes that many PPC advertisers make while performing keyword research.

Avoiding common PPC keyword research mistakes will help you reach your target audience so that your ROI and conversions are maximized.

Here are some common PPC keyword research mistakes that should be avoided.

 

1. Selecting keywords that are irrelevant to your customers

relevant keywords

It has been noted that most of the marketers pick keywords that have high search volume, but they often ignore the relevancy of the keywords to their target audience.

Be sure to choose keywords that are relevant to your target audience. Click To Tweet

For example, if you are targeting customers who are targeting for high-end luxury clothing stores, you should not pick keywords like “low-cost clothing stores” or “affordable clothing stores”

These customers are not searching for those keywords. Instead, you should choose keywords like “best luxurious clothing stores” or “high-quality clothing store”

You need to understand that different customers have different concerns and user intent. And so they use different words when they search.

Here, you need to understand the language and the needs of your customers.

It sometimes becomes really difficult to understand all the queries of your target audience because they are wide in number and almost every visitor has different terminology.

So, to avoid the confusion here, you should target keywords here that are highly relevant and laser focussed towards what your business offers.

If you are targeting keywords that are inconsistent with your users, you are simply wasting your advertising budget.

Remember, every visitor has an intent and is looking for something. So you have to make sure that you provide an apt answer to your customer’s query.

A better way of performing keyword research is manually searching keywords in Google and noting down the kind of results that come up.

By doing this you will get an insight whether the keyword is relevant to your product or service that you intend to deliver to your target audience or not.

 

2. Targeting too broadly

broad targeting

This is one of the most common mistakes that marketers make with keyword research.

They target keywords that are so broad that they become unrealistic for their company.

Search volume is one of the most important metrics to keep into consideration when you are looking for perfect keywords.

But when using tools like Google’s keyword tool, do not make this mistake of looking at broad search volumes rather than exact match.

Broad match keywords are significant in finding the search queries and estimating the actual behavior of the visitor.

If you aren’t careful with this, you will go beyond the limit of keyword research and that will only add up to your wasted ad spend.

Specific keywords cost less for PPC and often have higher conversion ratios. Click To Tweet

They also help the ad to rise to the top of the SERP more quickly.

Remember this, when you are using tools to estimate search volumes, use less of broad and phrase match keywords and more of exact match keywords.

 

3. Aiming at unrealistic keywords

realistic keywords

Keyword Research emerges to be a straightforward yet lengthy task.

You choose a keyword research tool of your choice and select keywords that are related to your campaigns with the highest search volumes.

Is it usually the correct and the most productive method of finding keywords?

Sadly! It is not.

It is definitely not the correct way to research for keywords if you want to see real results.

If you have just started a campaign, you should not aim at competitive head keywords.

Instead, you should choose long tail keywords as they are easier to rank and have a relatively higher chance of conversion.

Targeting one-word keyword is quite unrealistic plus unprofitable. Click To Tweet

For example, if someone is searching for “Acer laptops” is quite ahead in the purchasing process than someone who is only searching for “Laptops”.

While targeting keywords, think about the searcher who is almost on the verge of conversion.

Perhaps, there is no major fault in targeting generic keywords.

But if, you have a campaign that is limited by budget and you want results in less time, targeting less competitive keywords is a much better way to utilize resources.

 

4. Opting for keywords that have no traffic

high traffic keywords

Long tail keywords are a great way to begin a keyword research.

These keywords get less traffic but then you have a higher chance of converting your visitors into customers.

Long tail keywords absolutely become a good match for those users that use specific terms when they are searching.

Moreover, if your keyword is too specific and does not attract any traffic, it will not help your campaigns.

Selecting too specific keywords can sometimes be unprofitable. Click To Tweet

Hence, you should make sure to aim for those long tail keywords that are capable of attracting sufficient traffic.

As it is said that “Something is better than nothing”. The same quote can be applied in the case of keywords as well.

Instead of having specific keywords that generate no traffic, you should choose long tail keywords that attract moderate but existent traffic.

Even if you select keywords that attract the adequate amount of traffic and are comparatively low in competition, might not be fruitful for your campaigns.

So, select keywords that are both productive and generate high-quality traffic.

 

5. Focusing on one or few keywords

optimize keywords

Another mistake that internet marketers do while conducting keyword research is that they tend to focus on either one or few keywords for their campaigns.

One or few keywords become very reluctant in generating more traffic as they are way too general and highly competitive.

Moreover, they do not cope up with the searcher’s intent.

They are led by a misconception that by focusing on one or few top keywords, they will fetch the most reliable PPC results.

Since in PPC, there is already a lot of competition for the keywords.

As pertaining to that if you still choose to go with one or few keywords, you would be doing nothing but wasting your dollars and time.

In order to drive more traffic to your website through PPC campaigns, you need to focus on optimizing more keywords for your PPC campaigns.

Focus on optimizing more keywords that bring your potential customers closer to you. Click To Tweet

So to make most of your PPC campaigns, try composing your keyword list of mostly long tail keywords because they prove to be more relevant to the searcher’s intent.

Also, make sure that the keywords that you are incorporating in your keyword list should focus more on the user’s intent.

These keywords will not only bring you closer to your target audience but also prove to be conversion oriented.

 

6. Ignoring the search trends

Search trends can have a significant impact on the keywords that you are targeting through keyword research.

Search trends give you a good clue about what the people think while searching for a product/service and on what keywords are getting the most number of clicks.

So, it definitely a wise idea to keep a close eye on them.

Keywords also face ups and down over time.

And staying up to date with these trends is a great way to formulate your keyword strategy effectively.

Targeting keywords all by yourself while conducting keyword research is not the correct strategy.

You should consider the intention and the language of the searcher as well.

Also, before targeting any keyword, evaluate its current search result. Click To Tweet

This search evaluation of the keywords shows the competitiveness of the keyword, which is essentially important for keyword bidding.

Moreover, you should also analyze search reports of your website.

It gives you a ready made list of potential keywords which the users might have searched.

These keywords come directly from your targeted audience and make your work easier of finding quality keywords.

 

7. Not reviewing the chosen keywords

Monitor Keywords

It is universally accepted that PPC marketing is an ongoing process that requires continuous monitoring.

Same is the case with keyword research, as it is dynamic and flexible that need constant attention.

The tastes, preferences, and expectations of the users constantly change, develop and evolve over time.

As a result, their choice of keywords also changes simultaneously.

This makes reviewing your regular keywords comparatively essential.

While performing keyword research, conduct keywords audit and reviews to remove the underperforming keywords and to identify more profitable keywords.

Have a look at our previous blog on “Complete Guide on How to Use Keywords in PPC”

In that blog post, we have mentioned the tips and strategies to deal with performing and non-performing keywords.

Do not leave your keywords running for too long.

You should regularly monitor your keywords to know:

  • Which keywords are overspending?
  • About the keywords are under-performing?
  • Which keywords are generating no or less traffic?

Hence, it is always beneficial to keep an eye on your keywords to assess their performance because he keywords that seemed relevant today might lose its relevance tomorrow.

So, you should constantly revisit the keywords of your choice to make sure that they are still working.

Have a constant check on the keywords to ensure that they are still in progress. Click To Tweet

By reviewing the keywords every now and then, you will not only clean up the mess but be able to focus on keywords that drive results.

 

Conclusion

Before you dive into keyword research for your PPC campaigns, you should know about these common keyword research mistakes that many advertisers make.

Executing keyword research takes a lot of time.

It is important for you to take a considerate amount of time and really think about the keywords that you actually want to bid for.

Avoiding these mistakes related to keyword research can save your time, help you to formulate a successful marketing strategy and drive in the potential and targeted customers.

By targeting valuable and appropriate keywords, your traffic and conversions will increase. Click To Tweet

On the other hand, by choosing the wrong keywords, you will simply waste your budget.

So, it totally depends on how you conduct the keyword research.

Hopefully, we have provided you with ample information that might prevent you from making common keyword research mistakes.

 

 

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

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.

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.

Starting PPC campaigns without knowing the essentials could be a very costly mistake. Click To Tweet

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.

Broad match type keywords do not provide you with enough information about the user intention. Click To Tweet

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.

Negative keywords help you to get the right type of traffic based on your campaign goals. Click To Tweet

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 add “desktop computers” as a negative keyword. It 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.

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.

Ensure that your landing page is relevant to the query. Click To Tweet

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.

The introductory page of your website is your homepage. A page built for a single conversion objective is the landing page.

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.

Low-Quality Score increases your campaign’s cost and lowers your impression share. Click To Tweet

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.

#1 position receives a higher percentage of clicks yet it generates the most non-converting traffic. Click To Tweet

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.

Ad copy is the only part of your work that your target audience will interact with. Click To Tweet

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.

Conversion tracking isn't a one-time activity, it should be constant to improve your conversions. Click To Tweet

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. They make 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.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

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.

Keyword research is the most important element of PPC. Click To Tweet
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.

Reorganize your PPC account and categorize your groups for better performance. Click To Tweet

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.

Remove keywords that are outdated, underperforming, receiving no/low impressions. Click To Tweet

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 a 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.

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.

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.

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.

The Higher relevance of your ad means higher Quality Score for you. Click To Tweet

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 the 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.

Organize your ad keywords according to themes and keep them directed. Click To Tweet

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.
Observe your high performing keywords and adjust bids accordingly. Click To Tweet

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.

Non-Performing Keywords lower your CTR and bring down your Quality Score. Click To Tweet

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.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

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.

Brand bidding is essential to compete in the market and get incremental quality traffic. Click To Tweet

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 types 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.

Dominate the SEO

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.

Bidding on your brand keyword makes SERP presence strong. Click To Tweet

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.

deliver the right message

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.

To increase conversions delivering the right message is important. Click To Tweet

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 searches for 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.

Bidding on your brand term ensures reducing chances of losing potential or assured traffics. Click To Tweet

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

Duplicate keywords

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

Through PPC ad you can get greater control on where you would send the visitors. Click To Tweet

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.

Through PPC ad you can get greater control on where you would send the visitors. Click To Tweet

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.

By using Call out extension you can tell customers about your unique selling points. Click To Tweet

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

 

7. Brand Keywords have Lower CPC.

Brand Bidding

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

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

Brand bidding has always been considered in achieving higher Conversion rate. Click To Tweet

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.

get better quality leads

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

Therefore, you already know their onsite behavior 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 a 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.

Bidding on pure brand keywords helps in generating lots of quality clicks. Click To Tweet

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.

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.

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 skeptical marketers are happy with the organic search for Brand keywords, 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.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

How to Excel in #PPC- Learn from Top Resources

Planning to run your own PPC campaigns?

But, don’t have good enough knowledge about it!

And, you want to learn it 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!!

First of all, you need 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.

Moreover, there are lots of free resources available on the internet.

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

There is no shortcut to learning #PPC. You need to devote a good time in learning and practicing. Click To Tweet

Furthermore, 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 deep 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.

However, the most important question is- how the campaign will be associated with your business goal. Rather than initiating a PPC campaign, you should 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
As you come up with more specific answers, your campaign will show a more effective result. Click To Tweet

 

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.

Furthermore, 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.

Also, 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 competitor’s 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 campaign may also help you design your own acquisition tactics. Therfore, you must concentrate only on the strong competitors.

Continuous observation of your competitors may feed your knowledge. Click To Tweet

4) Start conversion tracking from the beginning of a campaign

Finally, getting the clicks converted is the ultimate purpose of the 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 the 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 behavior, 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 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.

However, it 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 relevant information.

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

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

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

Learn from various resources and come up with newer queries. Click To Tweet

 

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.

Thus, here is a comprehensive list of free resources to learn paid search marketing-

A) Podcast Resources

snappa_1463310864

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

Moreover, if you are somewhere else, where it is impossible to read, you can get information from your audio device. Podcasts let 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 let 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 also ask questions on the live show.

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.

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

PPC 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 marketing.

Hence, 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 much 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 also browse their Adwords video lessons, 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 can also 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 blogs.

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

8) AdEspresso: The unique contents are largely based on Facebook marketing platform. They also provide a 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 also read 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 also get latest updates on Bing ads features, strategies, news and insights.

 

C) Twitter PPC Chats

Twitter Chats

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

However, it may be a great stage to accumulate deep insights on PPC marketing. However, you can also use this platform to discuss the pros and grow your own network with the experts.

Furthermore, you should also participate in these two chat programs- #pinchat and #semrrushchat.

 

D) LinkedIn – a vast resource

LinkedIn Resource

  • Pulse:

You should also 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 PlayBook and LinkedIn Ads Optimization Guide.

  • LinkedIn Groups:

This is another community to interact with the industry pros and specialists. Moreover, you can also 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. Hence, you can also benefit from the insights present there.

  • Search Engine Land:

Other than its information-reach blogs, you should join their group on LinkedIn. You can also participate in discussions with more than 60000 group members.

  • PPC Marketing:

This group is currently having more than 11000 members. Moreover, you can also initiate conversations with the group members to get advice on successful PPC campaign.

 

E) AdWords Help Center

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.

Also 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. However, this program teaches you everything about PPC from basic to the most advanced skills. This is a free educational section and segmented into three sections for beginners, intermediate and advanced PPC marketers.

Since, 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 runs an e-course on Google Adwords. Hence, you should take this online course to have the advanced guide on how to succeed in Adwords platform.

You can also get advice or solutions on various Adwords problems through these two communities.

Wrapping Up

Since 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.

However, 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 a perfect grasp of the intricacies of PPC.

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

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

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 specifically purchased keywords are typed into 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 are not enough.

Poor bidding strategy can make campaign fail to achieve the goal. Click To Tweet

A bid strategy is crucial to utilize your tight budget or ad-spent in producing a good result. To achieve a considerable amount of conversion you have to make your ad appear against the most relevant search queries. In the 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 off 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 a 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 the 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.

Conversion Optimizer sets a target cost per conversion at the campaign level. Click To Tweet

 

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 accumulates 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 the 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 the top of the page or first page.

The 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.

 

The 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 the account.

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

Suppose a request to quote costs $11 for your business and AdWords puts the 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.

Good CPA without good no. of conversions is not good for your business. Click To Tweet

Bid Modifiers

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

Modify your bid to get maximum benefit from your campaigns. Click To Tweet

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 also 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 your 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 are 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 a 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.
For repeat customers remarketing list for ad search is an effective way. Click To Tweet

 

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, makeup or matching the shoe to that customer.

The bidding cost will be comparatively 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 the environment and consumer behaviors, picking up new PPC marketing strategy is important.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

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.

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.

Geo-Targeting and Quality Score are more likely to affect the Impression Share. Keyword match type also leaves a mark on it.

The broad match keywords increase your reach to a wider audience but it also maximizes your exposure to a lot of irrelevant search 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.

Impression share is mostly affected by geo-targeting and quality score. Click To Tweet

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. You can monitor the performance of the keywords 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.

Finding the right keywords for ROI takes time and budget is a crucial factor. Click To Tweet

Search lost impression share (budget) –

It is the percentage of impression you lost due to insufficient budget. This data is available at the campaign level.

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

snappa_1460547097

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 to low ad rank. To keep track of your quality score on the daily, weekly and monthly basis, you should run a script.

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

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 for 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.

Make your campaign more competitive with higher bid amounts. Click To Tweet

 

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

Retailers whose target is market dominance use the Broad Match.

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 should 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.