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.
Bidding Strategies

Everything You Need To Know About AdWords Bidding Strategies

The competition to maintain a strong online presence and maximize conversions through AdWords is immense.

Owing to this fierce competition, you have to make sure to have a place in the competition before even starting.

Here, AdWords gives you several ways to bid for your ads depending on your business goals and objectives.

Bidding is one of the essential features of AdWords as it plays a key role in deciding the Ad Rank. Click To Tweet

There are a lot of factors that influence the Ad Rank like the Quality Score, landing page, and keyword relevancy but bid amount is comparatively more essential.

Unfortunately, there are a lot of advertisers who fail to plan the bidding strategies efficiently.

However, bidding to gain a higher position in the Search Engine Result Page should not be your ultimate bidding strategy. Rather you should bid to meet the objectives and goals of your business.

What are your Goals?

Define your goals

In AdWords, there is various type of campaigns and business goals that require different bidding strategies.

Hence, before starting off with bidding, you should first determine your campaign goal. You should also know how this campaign goal will let you achieve your ultimate business goal.

Your campaign goals can be of the following types:

(i) Increase Brand Awareness

To increase your brand awareness, you should focus on impressions. For this, you can use Cost per Thousand viewable impressions (CPM) so that you can put your message in front of your customers.

(ii) Generate Traffic

Here, your ideal strategy should be to focus on the clicks. Cost per Click bidding may be the right bidding strategy in this case.

(iii) Nurturing Leads

To generate more leads, you should not only focus on the impressions and clicks but also on little engagement and micro conversions.

(iv) Increase view or interaction with your ads

This may be the case when you are dealing with video ads and for this, you can use Cost per View (CPV) bidding.

(v) Driving Conversions

If your campaign is focussed on driving more conversions, then you should look forward to increasing the conversion rate and achieving a target CPA.

(vi) Aiming to get a positive ROI

For a lot of businesses, getting a high ROI is the ultimate goal. If your campaign is focussed on achieving a high ROI, then you should possibly focus on the conversion rate, Cost per Acquisition (CPA) and then determine your ROI.

After you have clearly identified your campaign objective, understand the most important metrics and then apply a bidding strategy.

Given below are some bidding strategy options to fulfill your campaign goals.

 

1. Manual CPC Bidding

Manual CPC Bidding

It is the best option to optimize the bids as it gives you the maximum control over your bids.

With Manual CPC Bidding, you can set a maximum price on the cost of someone clicking on your ad.

Manual CPC Bidding lets you have a control over the cost and the volume of clicks on your ads. Click To Tweet

You can set different bids for each ad group in your campaign or even for each keyword.

If you set individual bids for each keyword level, then this will let you have the highest level of control.

On the other hand, when you set bids for each ad group, then the same is bid is applied to all the keywords within that particular ad group.

As a result, the keyword level bids outweigh the ad group level bids.

This kind of bidding strategy is best for those advertisers who want to have proper control over the budget and make sure that nothing is being overspent.

Moreover, Manual CPC bidding is essentially useful for those campaigns who are merely interested in website traffic.

And also for those campaigns who need not reach a target budget every month.

In addition to this, if your campaign targets the Search Network, the Display Network or both of them, then Manual CPC Bidding is a right choice for you.

2. Automatic Cost per Click

Automatic CPC Bidding

This bidding strategy gives Google the control to adjust your bids (whether an increase or decrease). It helps you to get most of the clicks within your daily budget for most of your campaign.

If you want to reduce your AdWords budget while not losing the impression share then this strategy will surely work for you.

One of the negative points of this bidding strategy is that you can not set maximum CPC Bids at the individual keyword level.

There are times when some of your keywords perform better. And for which you want to increase the bids.

There may also be times when some of the keywords do not perform well. And for which you would want to decrease the bids.

If you use Automated Bidding, you will not have the control to bid for each of the keywords. Click To Tweet

3. Maximize Clicks

Maximize Clicks

This is an automated bidding strategy that sets your bids to help you to get as many clicks as possible within your budget.

If the goal of your campaign is to generate a lot of traffic, then Maximize Clicks is the ideal strategy for you.

This strategy will maximize the volume of the clicks available for your budget.

Moreover, if you want to increase generate leads along with brand awareness, then this tactic will work well for you.

Maximizing Clicks is a great strategy to generating leads or increase micro conversions. Click To Tweet

However, you will have to keep an eye on your campaigns to make sure that they are profitable. This is because sometimes this bidding strategy could lead to lower quality of clicks. And this would further lead to lower quality of conversions.

Although this automated bidding strategy works within your daily budget but to have a little extra control, it is recommended to set maximum CPC too.

Furthermore, Maximum Clicks should be a good option for you if you are mainly interested in increasing the website traffic. Or you don’t want to spend time in monitoring or updating the individual CPC.

If you are new to Google AdWords and do not know how much to bid for a particular keyword, then this strategy might be suitable for you.

On the other hand, Maximize Clicks is not a good option for you if you want to maintain a particular Ad Position or Cost per Conversion.

4. Enhanced CPC

Enhanced CPC

Enhanced CPC is a bidding strategy that helps you to get more conversions in AdWords from manual bidding. 

It works by automatically adjusting your manual bids for clicks that had the potential of getting converted into a sale or lead.

Enhanced Cost Per Click bidding strategies is useful when you want to optimize the bids while having more control over your bids.

With Enhanced CPC, you can modify the bids for conversion oriented keywords. Click To Tweet

Just an example: You set all your bids manually but based on your historical data. And AdWords finds out that a particular keyword is more conversion oriented. Then it will increase the bid amount for that particular keyword.

If this is the case, AdWords increases 50% of your keyword bids. Earlier, AdWords used to increase 30% of the keyword bids which recently changed.

Although this change has made a lot of advertisers anxious of having less control over the bids. But when a particular keyword underperforms, then ECPC saves your money by lowering the bids by 100%.

Therefore, if you wish to maximize conversions along with retaining control over your website, then Enhanced Cost Per Click is the optimal strategy for you.

5. Target CPA

Target CPA

Target CPA is a smart bidding strategy in AdWords that sets bids to help you to get as many conversions as possible at the target Cost per Acquisition.

You can set a desired CPA and AdWords will work to increase the bids when conversions are likely to take place. But AdWords will simultaneously keep your Cost per Acquisition in mind.

Target CPA strategy is also known as the conversion optimizer strategy. Click To Tweet

The Target CPA uses historical information of your campaign and evaluates the signals present at the auction-time. Then it automatically finds an optimal bid for each time your ad is eligible to appear.

Sometimes, it might happen that some conversions might cost you more than the target and some might cost less. But on the whole, AdWords will try to keep your Cost per Conversion equal to the target CPA that you set.

This is because automation shrinks the control that you have on your budget. And so setting a maximum CPC saves your ad spend to an extent.

When you implement this strategy for the first time, AdWords offers a suggestion to avoid all your confusions regarding the target CPA.

Moreover, you should use the target CPA strategy when you have specific goals that you want your campaigns to achieve.

6. Target ROAS

Target ROAS

The Target ROAS bidding strategy lets you on the basis of Target Return on Ad Spend.

It is also a part of AdWords smart bidding strategy that lets you get more conversion value or revenue at the Target ROAS that you set.

Target ROAS is designed to deliver a certain amount of revenue over your advertising cost. Click To Tweet

This bidding strategy is most useful if you want to increase the conversion value while targeting a specific.

By using your reported conversion values that you get through Conversion tracking, AdWords predicts your future conversions and related values.

Then AdWords sets a maximum CPC bid to maximize your conversion value.

With Target ROAS Bidding, AdWords tries to keep your conversion value equal to your Target ROAS.

One thing to note here is that AdWords does not recommend you to set up maximum CPC for this bidding strategy.

Furthermore, this type of bidding strategy is useful for businesses that deal in product and services.

7. Maximize Conversions

Maximize Conversions

Maximizing Conversions is a new addition to AdWords Smart Bidding Strategy. It automatically sets the bids to help you to get the most conversions from your campaigns while spending your budget.

If you are looking forward to quickly increase the number of conversions regardless of the cost, then this strategy is perfect for you. It is a great option if you want to launch a new product or want to sell the leftover products.

When a search is likely to result in a conversion, AdWords takes the historical data of your campaign into account and automatically increase your bids.

Closely monitor your costs and use a separate budget for your campaigns when you are opting for this bidding strategy. 

Maximize Conversions strategy does not work with a shared budget. Click To Tweet

For optimizing your conversion, if you just want to spend your entire budget instead of targeting a particular CPA, then this strategy is will work best for you.

8. Cost Per View Bidding

If you are using advertising your products and services with the help of videos, then it is the most appropriate bidding for you.

With the Cost Per View bidding, you will have to pay for video view and other video interactions like the clicks on the Call-to-Actions.

A view is counted when someone watches your video ad for 30 seconds or interacts with your ad. Click To Tweet

To set a Cost Per View bid, you need to enter the highest amount that you want to pay per view while setting up your ad group in a TrueView Video Campaign.

Your bid is called the maximum CPV bid and this bid is applied to all the ads in an ad group.

For example, if you think that it is worth 50 Cents to have someone watch your video. Then you can set your max CPV bid as US$0.50.

With this, you will pay a maximum of US$0.50 when someone watches 30 seconds of your video or interacts with your video.

9. Cost Per Thousand Impression Bidding

Cost per Thousand Impressions

This is a manual bidding strategy that you can use if your campaign goal is to increase brand awareness.

With CPM bidding, you bid for your ads that are based on how often it appears on a viewable on the Google Display Network.

You set a max amount you want to pay for viewable ads irrespective of whether they are clicked or not.

When you use CPM bidding strategy, you set the highest amount that you want to pay for 1000 viewable ad impressions. This is called the maximum CPM bid or max viewable CPM.

The higher your max viewable CPM, the greater the chance that your ad will appear. Click To Tweet

You can set your max viewable CPM in a couple of ways:

  • Ad Group Bids

When you set your max viewable CPM at the ad group level, you will have the same max viewable CPM for all keywords and placements in that ad group.

  • Place Level Bids

You can set your max viewable CPM for each placement if necessary. 

However, you should know that this bidding strategy is not available for “Search Network Only” campaign types.

10. Target Search Page Location

Target Search Page Location

Target Search Page Location is a type of automated bidding strategy that automates bidding across multiple campaigns, ad groups and keywords to show your ad on the first page of Google Search Results.

This bidding strategy especially focusses on ad position and visibility and is therefore suitable for brand awareness.

There are a lot of businesses that spend whatever it takes to maintain a higher position in the search results. And so they are inclined to use this strategy.

Target Search Page Location is the most befitting bidding strategy to increase visibility. Click To Tweet

In this bidding strategy, AdWords automatically increases or decreases your bids to show your ads on the top page of Google Search Results. This bidding strategy works quite well with keywords, ad groups and campaign targeting the Search Network Only.

This type of bidding strategy lets you set and forget the bid. According to the requirement, AdWords change your bids.

Although this strategy can be very convenient, it can still easily drive up your costs.

However, you should implement this strategy when you no problem in spending money that might not return direct revenue. If you are much more concerned CPA or the ROI, then this strategy might prove to be very costly for you.

In Target Search Page Location, you get two options:

  • Top of the first search results page

Here, AdWords automatically raises and lowers to meet the top of the page estimate.

The estimated top of the bid amount approaches the CPC bid that your ad might require reaching the top of the page of the Google search results when a search query exactly matches your keyword.

  • Anywhere on the first search results page

AdWords automatically increases or decreases your bids to meet the first-page bid estimates. The estimated first-page bid amount approaches the CPC bid that your ad might require reaching anywhere on the first of the page of the Google search results when a search query exactly matches your keyword.

11. Target Outranking Share

Target Outranking Share

It is another type of automated bidding strategy that automates bidding across multiple campaigns, ad groups and keywords to help your rank to outrank from others.

Use Target Outranking Share to outrank a competitor and grab more clicks. Click To Tweet

This strategy comes handy when you want to ensure that your ads show more frequently than your competitors.

To implement this bidding strategy, you just have to choose a domain that you want to outrank. So that your ads are displayed above that domain’s ad.

AdWords automatically raises or lowers your bids to help your ads outrank ads from another domain. This bidding strategy works with keywords, ad groups, and campaigns targeting the Search Network only.

It’s important to understand that this strategy doesn’t necessarily improve your overall ad rank; it only works to help you improve your rank in comparison to another domain’s ads.

Final Thoughts

Suiting to the needs of your campaigns, AdWords gives you a variety of bidding options.

The bidding strategy that you use depends on two things. One is which network your campaign is targeting and the other is your campaign goal. Whether you want to focus on getting clicks, impressions, traffic, or conversions.

As all the businesses have different objectives and a single bidding strategy may not be applicable to them.

To overcome this dilemma, AdWords presents a wide range of bidding options. 

Hopefully, you will also find a suitable bidding strategy as per your requirement from the above-mentioned options.

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
Optimize AdWords Ecommerce Campaigns

AdWords Growth Hacks Every Ecommerce Owner Should Know-Part 2

Google AdWords is one most cost-effective method of promoting and marketing your e-commerce store.

It takes a lot of things to make an e-commerce store successful and profitable. The most important element that an e-commerce store requires in order to become successful is to get qualified traffic.

And Google AdWords makes this task of e-commerce stores a lot easier by bringing huge and qualified traffic to their sites.

There can be times that the performance of the AdWords Ecommerce Campaigns becomes constant and even discontinues to increase.

This leads to a situation of utter dismay and a lot of advertisers lose hope and quit too soon without giving themselves and their campaigns the second chance.

As said there is always room for improvement and everyone deserves the second chance, so should your AdWords Campaigns.

In this blog, we are going to give you some quick tips and strategies to help you better manage your AdWords Ecommerce Campaigns.

AdWords Campaigns that Boost Ecommerce Sales

1. Optimize Google Shopping Campaigns

Shopping Campaign Examples

Google AdWords offers an advertising platform specially designed for e-commerce called the Google Shopping Campaigns.

Google Shopping Campaign is a perfect platform for e-commerce owners. Click To Tweet

It lets them promotes their online stock and generates more traffic to their website and drive sales so that they get more potential customers.

Google Shopping Campaign is an essential platform for an E-commerce owner and it should be optimized to generate more sales and conversions.

The steps to optimize the Google Shopping Campaigns are:

(A) Optimize Data Feed

The data feed in Google Shopping Campaigns is a list of products. The products are grouped according to attributes and each of the product is defined in a unique way.

While setting up the product feed, there are certain attributes which are required and some of them are recommended.

The required attributes are Id, Title, Description, Product Type, Brand, Link, Image Link, Condition, Availability, Price, GTIN, MPN, Shipping, Tax.

The recommended or additional attributes are Additional Image Link, Sale Price, Sale Price Effective Date, Online only, and Expiration Date.

If you fail to include the required attributes, your products will not show in the Google Shopping Results.

After creating your data feed, you should upload it your Merchant Centre Account.

(B) Set Up Google Shopping Campaigns

To set up Google Shopping Campaigns, you need to link your AdWords and Google Merchant Centre accounts.

After you have linked the above-mentioned accounts you can create Google Shopping Campaigns.

To create a Google Shopping campaign just log in to your AdWords account, click on the “Create a New Campaign” and then select “Search”. After that choose “Shopping” from the drop down menu.

Shopping Campaign

While creating a new campaign for Google Shopping, just remember to keep it separate from the Search and Display Network. This will make it easy for you to set different settings and budget for Google Shopping. You can even track the performance of Google Shopping separately.

After this, you need to move ahead with the setup options like choosing the location, language, bidding, budget, delivery method etc.

While creating a new Google Shopping campaign, determine which products are most important to include.

Avoid using a single Ad Group for all your products in the Google Shopping Campaign, instead set up different Ad Groups.

By creating separate ad groups for your best selling products, you can even create ads including special offers and promotions for those products.

(C) Targeting Options

  • Set up Targets by Brand

If you are selling products that have different brands. Then you can set up an Ad Group for each brand and in that ad group set up a target for each brand.

  • Set up Targets by Product Type

If you sell products that have different product types, you can set up Ad Groups based on product types and within that ad group set up a target for each product type.

  • Set up Targets by SKU

This targeting option allows you to exactly know which product are you targeting. Instead of grouping a lot of products in one target, you can directly target an individual product.

(D) Add Negative Keywords

Negative Keywords

Another way to optimize the Google Shopping Campaigns is to get some control over it by adding negative keywords.

Negative Keywords are filtering keywords. By adding negative keywords you will get an assurance that your ads won’t get triggered for the irrelevant clicks.

The negative keywords are important because they save your ad spend that could have been wasted by inappropriate search queries.

By obstructing the irrelevant search queries, negative keywords attract only qualified clicks.

They will help you to refine your targeting by showing your ads to those who are more likely to click on the ad and get converted.

This, in turn, increases your Click Through Rate, improves your Quality Score and reduces the Cost per Click.

(E) Use Campaign Priorities

When you are advertising the same product in multiple shopping campaigns, you can use campaign Priorities to determine which campaign should participate in the auction for that particular product.

Campaign Priority

The Campaign Priority decides the bids on the basis of the following rules:

(i) The Campaign with the highest priority will bid.

If a campaign has a higher priority over the other then it will bid. For example, if there are 2 campaigns, one with the highest priority and the other with medium priority. In this case, the bid from the highest priority campaign will be used.

(ii) The lower priority campaign bids if the highest priority campaign runs out of the budget.

If the campaign with the highest budget runs out of the budget, then the next lower priority campaign places the bid.

(iii) When multiple campaigns have the priority, then the highest bid is used.

If there are multiple campaigns that have the same priority, then the campaign with the highest bid will participate in the auction.

(F) Create Separate Campaigns for Products with Maximum Sales

By using Google Analytics and existing Shopping campaign data, you can find what the best selling products are. After you have discovered them, you can create a separate campaign for these products.

When you have a popular item in your stock, you want a lot of customers who are looking for that particular product to see that you have it available for them.

By creating a separate campaign and bidding aggressively can give you promising opportunities to attract a lot of potential visitors who are ready to convert.

If you do not create a separate campaign for your best selling products then you will have to increase bids for all products including the ones that aren’t performing well. This will indeed have a negative impact on the performance of your Google Shopping Campaigns.

2. Dynamic Remarketing

Remarketing allows you to show you ads to the past visitors. It lets you customize your ads according to the activities of the people who visited your site.

Dynamic Remarketing takes traditional remarketing to the next level with product-specific ads. Click To Tweet

With dynamic remarketing ads, you can go a step further and display your remarketing ads with specific information that is specially designed according to your customer’s previous site activity.

dynamic remarketing

With Google’s Remarketing feature Google itself will create ads for you based on the behavior of your website visitors that will include the price, image, and text of the ad of your choice.

Shopping sites are apt for remarketing. If you are an e-commerce owner who sells products online, then you can use promotional coupons and offers to increase your sales plus the overall ROI.

Dynamic Remarketing should be a top choice for e-commerce owners because they are marketing to people who are already interested in their products, have already visited the site, viewed products, added some of the products to their cart or have even purchased them.

Therefore, with Dynamic Remarketing the sales and the ROI tends to be higher.

In Dynamic Retargeting, there is basically 6 visitor segmentation which you can use. They are:

(i) All Visitors

Through this segmentation, you can target each and every user that visited your site irrespective of the visitor activity.

By retargeting all the visitors, you reach out to a wider audience.

Although by retargeting to a wider audience, you may not get the most narrowed list, instead you will get a list of people who have a slight interest in the products that you offer.

Also, while retargeting all the visitors of your site, do not forget to exclude the immediate bouncers. Retargeting them will make no sense.

(ii) General Visitors

General visitors are those visitors who visited your website but did not view the specific product page.

With the help of Dynamic Remarketing, you can target these users with the most popular products of your site.

These visitors bounce from your website before navigating your products. It is not that your products are not right for them.

Maybe these visitors are not familiar with your products or they couldn’t locate the product page or probably were led away by distractions. There can be a lot of reasons.

You can use dynamic retargeting ads to increase the awareness of your products so that they come back to your website to know more about you.

With this type of visitor segmentation, you get a chance to showcase your products to those visitors who arrived at your website but did not view the product page.

(iii) Product Viewers

These are the people who viewed the product page on your site and but did not add them to the shopping cart.

You can target them with ads that are in relation to their interests. You can also show these visitors the products they viewed along with a mixture of recommended and similar products.

In addition to this, you can also display your discounts and offers to entice them to come back to your site and make a purchase.

You can retarget the product viewers by stating a benefit that they will get from using your product or you can also add a customer testimonial from a well-known influencer.

(iv) Shopping Cart Abandoners

These are those visitors who added your products to their shopping cart but did not purchase.

This type of audience almost brought out their credit cards to shop but somehow left to find more competitive prices.

To avoid this you can offer them Free Shipping offer or a coupon as an incentive for them to make the purchase.

You can also target them with special offers like promotions or discounts to close the deal.

Most of the time there are price and time objections that make the visitor abandon the shopping cart.

To remove the price objections, you can provide “Free Shipping” across a certain price limit or a reasonable discount for a limited time period.

And when time objection is the issue, you can continuously remind them of your product and make sure that you stay on their mind when they are ready to make a purchase.

Creating a sense of urgency while retargeting shopping cart abandoners can get you more sales because when there is a time limitation, people tend to buy more.

Some example of an urgent offer are:

  • Discount 10% off! Offer ends at midnight.
  • Free Shipping on all orders. Just for today.

(v) Past Buyers

Past buyers are those people who purchased products from you in the past.

Targeting the existing customers is a part of the customer retention process and for this reason, it is quite important.

Your existing customers are more likely to make a purchase from your when compared to the new visitor.

After purchasing your product in the past, the visitors become your customers. Your existing customers are more likely to make a purchase from you as compared to the new visitor.

You can remarket them with new products that will complement the products that they have already purchased.

Although the group of your existing customers might be small. As these people are already using your product, they are interested in your business and will be more likely to make a purchase from you again.

3. Remarketing List for Search Ads (RLSA)

RLSA is a feature in Google AdWords that allows you to tailor your Search Campaigns for people who have already visited your website.

RLSA a strategy to target the people who have the past or current interest in your products. Click To Tweet

When visitors leave your site without making a purchase, RLSA can help you to connect with these visitors when they continue to search in Google.

RLSA

RLSA gives you an opportunity to optimize your search campaigns by letting you tailor your bids and ads for your highest value prospects.

There are 2 basic strategies that you can use with RLSA:

  • You can optimize bids for existing customers. You can increase the bids for those who have previously visited your website for the past 30 days. Also, you can show different ads to the visitors who have added your product to their cart but have not purchased the product as yet. Remember, the more the recent visit, the higher the bid.
  • You can bid more on broad match type keywords for those who have visited your website in the past. This will help you to capture a wide range of people who are interested in your products.

With RLSA, you get a better opportunity to design your search campaigns in such a way that you can target more valuable users who are aware of your products and are also interested in them.

Thus, RLSA can result in the more efficient use of the ad spend and increase in sales which will lead to an increase in the conversion rate and ultimately the ROI.

Ecommerce owners should use RLSA because it targets more qualified users that are already familiar with your website and products.

You can target them by giving them bigger discounts and pull them back on your site. The very first step while setting up RLSA is to create Audience Lists.

You can create lists based on the following user experience:

(i) Targeting Cart Abandoners

Targeting the users that have abandoned the cart is the most obvious RLSA strategy. These type of users almost reached to conversion destination and are most likely to convert.

They might be quite low in number but then they have the potential of increasing your conversion rate substantially.

You can target them by giving special offers and discounts on the items that were listed in their cart. Similarly, you can suggest and recommend similar products.

(ii) Excluding the Non-Interested

When it comes to RLSA, it becomes really important to exclude the visitors that are not interested in your products. Immediate bouncers can be counted here.

Maybe these people landed on your website by mistake. Probably they were only looking for a certain piece of information and did not have the intention to buy any product.

To avoid wasting your budget on these people you should simply exclude them while creating the RLSA campaigns.

4. Dynamic Search Ads (DSA)

DSA is the easiest way to look for customers who are particularly looking for your offer.

It’s a type of campaign in Google AdWords that dynamically matches the searches in Google by using the details from your landing pages.

The DSA are created with specific headlines and landing pages by AdWords. Click To Tweet

The Dynamic Search Ads are useful because they create an easy campaign that permits the e-commerce owners to target ads to as many search queries.

Basically, the DSA works best for those e-commerce owners who have rich content on their websites. Since the Dynamic Search Ads are created by taking the relevant information from the Landing Page.

Thus, it becomes really important to have rich and relevant to the website to get the best results from Dynamic Search Ads.

Any e-commerce website owner who has a huge stock of products and corresponding landing pages can make the best use of DSA.

For an e-commerce website, there are times when the products are constantly changing. These changes may be due to seasonal variations or probably if you have a varying list of items that change regularly.

Here, DSA comes handy because you would not want to spend a lot of hours to upload the new products and pause the ones that you don’t sell.

DSA will automatically take care of all this on your behalf.

When Google find searches that match your Dynamic Search Ads targets, it then generates an ad with a headline and a landing page URL.

There are 3 targeting options when it comes DSA Campaigns:

(i) Target All Pages(The entire website).

(ii) Target Specific Pages

(iii) Target Specific Categories

After determining the targeting options comes the time when you will create your ad. Remember, the headline and the URL are dynamically generated on the basis of the search query and your website content. You simply have to create the description lines.

Dynamic Search Ads

The importance of DSA for e-commerce websites:

  • It improves efficiency by pulling out relevant data and saves your time that you would have spent on keywords, bids and ad text for each of your product.
  • DSA automatically updates your ads. When you make changes in your website, Google then scans the website to make sure that they are delivering the latest version of the website.
  • It dynamically generates the headline that includes the words from the customer’s search and the landing page of the ad. The headline generated by DSA is slightly longer than the standard text to give more visibility and relevance to the users.
  • It provides campaign control to the e-commerce owners. When you use Dynamic Search Ads, you have the control to exclude pages that are irrelevant and landing pages of out of stock products.
  • It increases the traffic thereby increasing the sales by promoting your business to more customers as compared to the keyword-based campaigns.

Tips to get most from the Dynamic Search Ads:

(i) Ensure that you Bid higher for your Website Visitors.

In DSA, you can categorize the users into two different groups i.e. new users and existing users.

Because of this option, you can bid differently for different groups. As the existing users are interested in your products, thus, there are more chances of them to make a purchase.

Therefore, having a higher bid for them can be really effective.

(ii) Review Search Query Report.

Reviewing the Search Query Report regularly is an essential process for your DSA campaigns.

You can review the Search Query Report to see the terms that people searched for when they clicked the ad.

Search Terms

You can also see the dynamic headline and the landing page for those search queries.

By reviewing the Search Query Report, you will be able to see a lot of irrelevant searches.

Final Thoughts

Optimizing the AdWords E-commerce Campaigns is not at all a daunting task. Rather, if you hold an authoritative command over it from the beginning, you will see the profitable long-term results.

You can benefit from the AdWords Campaigns for your e-commerce stores only if done in the right manner.

A positive and systematic approach towards AdWords Campaigns for Ecommerce Stores can help you overcome all the obstacles that are coming on the way.

We hope that the above-mentioned tips make your work easier and interesting when it comes to optimizing the AdWords Campaigns for E-commerce Stores.

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.
Advanced AdWords ROI Tips

6 Advanced AdWords Strategies To Boost Up Your ROI

To increase conversions, reduce the spend and improve the ROI is the dream of every internet marketer.

However, in reality achieving the above-mentioned goals are not that easy to achieve as they seem to be.

In AdWords, there are so many things like the keywords, ads, ad groups campaigns that it becomes really complicated to know if you are doing the right thing or not.

AdWords is pretty simple yet little difficult. It is simple to learn but difficult to master.

Being dynamic in nature, it sometimes frustrates the marketers who do not see the ROI that they expected from their AdWords Campaigns.

To avoid this frustration, as an advertiser, you have to be strategic in your approach and use every Advanced AdWords strategy to its optimal use.

To help you improve the ROI of your AdWords campaigns, here are some advanced AdWords strategies. But first, let us see what AdWords ROI actually is and how is it calculated.

What is ROI in AdWords?

ROI aka Return On Investment is a key performance indicator that is used by almost every businessman to determine the profitability.

ROI plays a key role in determining the profits of your AdWords campaigns. Click To Tweet

It is basically the ratio of your net profits and costs.

It is the most important measurement for an advertiser because it shows the exact effect your advertising efforts have on your business.

The formula for calculating the ROI is:

ROI

To calculate the ROI, first, you need to measure the Conversions and the total cost.

Conversions are the actions of the customers that are valuable to you. They can be sales, lead generation, signups, web page visits, downloads and more.

After you have measured the conversions, you can begin to evaluate your ROI. Remember, the value of each conversion should be greater than the amount that you spent to get the conversion.

Taking the above formula into consideration, let us say that you have a product whose cost of production is $100 and it is sold for $150. By advertising your product through AdWords, you are able to sell 10 units if your product.

Hence, your total cost is $10010=$1000 and your total revenue is $15010=$1500.

ROI=[(1500-1000)/1000]100

=[500/1000]100

=50%

In this example, you are earning 50% return on investment. For every $1 that you spend, you are getting $1.50 back.

 

Advanced AdWords strategies to boost up your ROI.

1. Add Negative Keywords

negative keywords

Negative keywords are the best possible thing that has ever happened to Google Adwords. They are the first ones to come to rescue a drowning AdWords Campaign.

Negative keywords are those keywords that prevent your ads from being triggered by irrelevant search queries.

They help you by showing your ads to those people who are more likely to click on them.

Negative Keywords make your ads highly specific by removing all the irrelevant search queries. Click To Tweet

By attracting only the relevant search terms, negative keywords also saves your ad spend that would have been wasted by the irrelevant clicks.

The best use of negative keywords is to reduce the cost by excluding the keywords where you might be spending money but not generating a positive return.

Apart from this, the negative keywords also reduce the irrelevant ad impressions and make your ad highly targeted.

By focussing on showing your ads to a highly targeted audience, negative keywords enhance your CTR.

When your CTR is increased, the relevance of your ads with respect to the search query is determined, thereby improving your Quality Score.

Once your CTR is increased and the Quality Score is improved, The Cost per Click is reduced, which is a great advantage to the advertisers as reducing the CPC is one of the key goals that every advertiser wants to achieve.

By making your ads highly targeted, the CTR gets increased. Increased CTR, in turn, increases the conversions which ultimately increase your ROI.

Some advertisers make this mistake of not regularly adding the negative keywords.

To avoid this mistake, make a habit of adding potential negative search terms while spending a time of researching the regular keywords.

Resources to build negative keywords lists:

(i) Search Query Report

This is the most important resource to find negative keywords.

Analyze your search term reports and see what terms is your ad actually displaying for.

If you see any irrelevant terms, add them as negative keywords to your ad groups or campaigns.

(ii) Google AdWords Keyword Planner

Google Keyword Planner

You can use Google AdWords Keyword Planner to either build out a new negative keyword list or expand an existing one, within your account.

This keyword tool does not only help in generating keyword ideas but it also suggests ad group ideas, gives the historical statistics of your Adwords campaigns, gives you insights to choose competitive bids and also predicts the performance of your keywords.

(iii) Competitor Research

Use your competitor terms as negative keywords and while you are doing this make sure to separate them from your other keywords.

While adding the competitor terms in your negative keyword list, take both the brand name and the names of their products into consideration.

To know more about competitor research, you can read our previous blog on How to Spy your Competitors with these PPC Tools.

(iv) Take Analytics into account

Use the Analytics to get insights on the behavioral information for some keywords.

If you find a keyword that has high traffic but no conversions, you can add that keyword to your negative keyword list.

(v) Misspellings and Typing Errors

While using the search engines, people hardly care for their spelling or typing mistakes due to the fact their mistakes will be auto corrected.

Sometimes, they may even be searching to find the right spelling. So you should expect searches to be there with misspellings and typing errors.

(vi) A Thesaurus

A thesaurus is not only helpful in creating a negative keyword list but also your main keyword list.

Since the online space is highly competitive and if you miss a variation of an important negative keyword, then it may cost you impressions, clicks, and budget.

However, using a thesaurus can be a fast and easy way to negative keywords as well as variations of those negative keywords.

2. Use Single Keyword Ad Group

Single Keyword Ad Group (SKAG) as the name suggests is only one keyword per ad group that is highly relevant to the product/service that you are selling.

Single Keyword Ad Groups are a way for you to gain more control and achieve high performance from your AdWords account.

This way the SKAG makes your ad message relevant to the keyword that your prospect is searching for in Google.

This message match will bring your active visitors much closer to clicking on your ad.

Moreover, if your landing page perfectly correlates with your ad, the visitor could easily turn into a customer.

SKAG increases the CTR by ensuring a perfect alignment between the keywords and the ads. Click To Tweet

Increased CTR, in turn, improves the Quality Score and reduces the Cost per Click.

SKAG being highly specific to your product/services attracts highly targeted traffic that is on a verge of converting. This initiates more conversions thereby improving your overall ROI.

To create a Single Keyword Ad Group for these keywords, analyze and find out the keywords that generate most of the clicks and conversions

It is important for you to find out the keywords that generate most of the clicks and conversions because it is totally up to you to increase the efficiency of these already efficient keywords even more.

Just as an illustration think of a keyword that isn’t generating any conversions but is attracting a lot of clicks. You can take that keyword out from the mixed ad group and add it to the Single Keyword Ad Group. This will definitely enhance the efficiency of that keyword.

How to identify high performing keywords for creating SKAG?

The best resource to find the high performing keywords for creating SKAG is the “Search Term Report”.

Search Terms

The Search Terms are those terms that the users actually used while searching. They give you a better idea of the common words used by the prospects.

By viewing the CTR, you can see which of your keywords were relevant enough to let the users click on your ads. And then you can use this information to create SKAG for high performing keywords.

In a nutshell, the efficiency of your campaigns automatically increases thereby increasing the ROI, when you create Single Keyword Ad Groups.

3.  In-Market Targeting

In-Market Targeting is a way to connect with users who are actively researching or comparing the products/services.

To make a user a part of the In-Market audience, Google evaluated the clicks on the related ads and corresponding conversions, the content of the site and the pages that they visit along with the frequency of the visits.

This way, Google accurately categorizes the users into the In-Market audience.

For example, you are a laptop dealer looking to target searchers who are ready to buy a laptop.

Google will look to find people who are clicking on the ads related to laptops, exploring relevant searches, looking at customer reviews, laptop comparison etc, and will predict whether these consumers are ready to buy.

As an advertiser, you can tailor the message of your ads to make them highly relevant to your In-Market audience.

Why should you use In-Market Targeting?

By helping you to connect with the customers at the last step before they make a purchase decision, In-Market Targeting can drive incremental conversions.

The In-Market Targeting constructs a powerful classification of the behavior of the user and uses these segments to present the right offer at the right time in front of those who are very much interested in your product/service.

By combining In-Market Targeting with Remarketing, you can drive highly qualified users to your site and thereby increase the conversions.

In-Market targeting allows you to target people further down the sales funnel. Click To Tweet

With the help Google’s extensive data, you can know focus on people who have signaled their intent to purchase a specific product or service.

This allows you to tailor your ads accordingly to reach out to people, you know are ready to make a purchase.

4. Remarketing List for Search Ads (RLSA)

RLSA or Remarketing Lists for Search Ads is another opportunity to optimize your AdWords Campaigns and increase the ROI.

The RLSA Campaigns help you to put your ad in front of people who have visited your page once or have viewed similar pages.

RLSA helps you to connect to those visitors that left your site without making a purchase. Click To Tweet

Along with targeting your previous visitors, RLSA also targets the people who conduct a similar search on Google.

With RLSA campaigns, you can create highly specific ads to target the specific audience. Higher specificity in terms of ads and audience broadens the chances of getting more conversions thereby benefitting from an improved ROI.

RLSA

Audience Segmentation in RLSA
The audience segmentation means dividing the audience on the basis of their activities on your website.

(i) Target that audience through RLSA Campaigns who visited your website but did not make any purchase.

(ii) You can create separate Remarketing List for those people who visited your website and made a purchase as well. Giving them additional discounts for future products are a great way to increase conversions.

(iii) Optimize bids for people who are already familiar with your product.

(iv) Cross-sell to customers who have bought one product from you by offering them complimentary products.

Benefits of using RLSA.

(i) With the help of RLSAs, you can adjust your search campaigns to get more qualified and valuable users who are already aware of your website. And when used optimally, RLSA can result in a more efficient use of ad spend, better conversions and can improve the ROI.

(ii) RLSA is more cost-effective because they result in a slightly lower Cost per Click and a higher conversion rate because the users are already familiar with your website.

(iii) The strategy of RLSA to show your ads to users who have already visited your website is great if you have a limited budget because users seeing your ads are a potentially more qualified audience who have a higher probability of converting.

How to get more from your RLSA Campaigns?

(i) Audience Targeting

While targeting the audience, do not just target people who have been on your website for a particular period, say 30 days. Test different time durations while targeting.

Also, don’t just think about people who haven’t converted. Take into consideration those people also who have converted previously. They may be looking to purchase again and targeting the previous customers might prove beneficial for you as they have a higher chance of making a purchase again.

(ii) Keyword Strategy

Instead of adding audience to your current campaigns for remarketing, create new campaigns with comparatively general keywords. These keywords can be ones that you might have never targeted through search campaigns. General keywords, when combined with the remarketing audience in a new campaign, gives promising results.

(iii) Ad Copy

Rather than creating general ads to target the people who visited your website, you should create new ads for RLSA with a focus on your remarketing audience.

For example, if someone visited your website but did not make a purchase, them you should offer them a discount.

5. Affinity Targeting

Affinity targeting is that type of targeting where the advertiser analyzes the user’s overall interests, passions, and lifestyles in order to get a better understanding of their choices and interests. It is a type of Interest based targeting.

In Affinity Targeting, the audience is broken down into groups of people having similar interest. Click To Tweet

The reason why the breakdown of an audience is on the basis of interests is that Google is well versed with the search behavior of its users. It uses the people’s search behavior, browsing behavior and the web pages that the people visit.

Google tracks the search and browsing behavior of the people to show them better ads according to their interests. By using affinity targeting, you can show informative and highly useful ads to the users.

Affinity does not indicate the web pages that the user is watching currently, instead it indicates the pages that the users watch or visit very often.

affinity audience

What are the benefits of Affinity Targeting?

  • The advertisers are no longer dependent on the pre-defined audience.
  • Multiple personas can be put together to target highly specific audience to your business.
  • More control over targeting the customers.

There may be times that a certain user may not have searched for your product/service, but they might have indicated any pattern that may have a close resemblance to your product/service. Hence, you can target these customers to enlarge your chances of getting additional conversions.

Sometimes, the user might not have the knowledge about your product/service, but their online activities strongly indicate that they might be interested in your product/service.

Affinity targeting enables you to reveal yourself in front of these people giving you a chance to increase your conversions.

Affinity targeting helps Google to display your ads in front of those people who have relevant behaviors with respect to your product/service.

6. Dynamic Keyword Insertion

Google AdWords offers a feature called the Dynamic Keyword Insertion (DKI). In this, the content of your ad is automatically changed to match the search query of the user.

With Dynamic Keyword Insertion, you can take any text from the landing page and then change it out with what you are specifying in the URL.

This will let you create one landing page for a product/service theme and then you can change the headlines and CTAs to match the keyword that the visitor is looking for.

Moreover, this will make your ads and landing pages highly relevant which will persuade Google to increase your Quality Score.

Dynamic Keyword Insertion improves your Quality Score which ultimately increases the ROI. Click To Tweet

How does Dynamic Keyword Insertion work?

Let us say you are an e-commerce owner, specializing in office furniture and you want to increase your visibility on the Search Engine Result Page for queries which denote a user’s intent to buy office furniture.

If you have an ad campaign with the title “Office Furniture?”

You can use Dynamic Keyword Insertion to further appeal to the user’s search query.

This will include”

  • Elegant Office Furniture
  • Personalized Office Furniture
  • Affordable Office Furniture

UPLOADING 1 / 1 – dynamic keyword insertion.png ATTACHMENT DETAILS dynamic keyword insertion

Each of the above keywords will appeal to the different types of customers.

Although individually each of the customer categories may not bring in a great number of conversions, advertising to all of them can help you to get sufficient conversions.

What are the reasons to use Dynamic Keyword Insertion?

(i) Higher Relevancy

As the ads are dynamically updated to match the search query of the customer. Therefore, your ads become directly relevant to the exact thing that is being searched for.

(ii) Increased CTR

When the dynamically inserted keywords match the query of the user, Google automatically bolds them. Which makes them noticeable.

The users are more likely to click on those ads because these ads indicate higher relevance. For this reason, DKI increases the CTR.

(iii) Higher Quality Score

Getting a higher quality Score is one of the main objectives of every AdWords marketer

Hence, higher relevancy and increased CTR increases your overall Quality Score.

(iv) Saves Time

Creating ads by using the Dynamic Keyword Insertion makes it a lot easier for you to create unique ads for a lot of keywords.

DKI prevents you from spending a lot of hours making sure that each one of your ads is directly related to respective ad group and matches the corresponding landing page.

Conclusion

The online marketing space is growing at a much faster pace. There are lots of advertisers using Google AdWords to promote their business. To see which of your campaigns are working and which are not, tracking the ROI is a wise idea.

ROI gives you an insight of how much return have you got on your investment. More the ROI more will be your profit. Hence, it becomes crystal clear that improving the ROI is one of the most important objectives of an AdWords Campaign.

This blog post covers 6 Advanced AdWords tips that every AdWords marketer should know to improve the ROI thereby making the AdWords campaigns more and more profitable.

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.
build trust with ppc clients

How To Build A Trust Relationship With Your PPC Clients

Every PPC agency knows their clients are their biggest assets.

Without clients, there would be no purpose for their business at all.

But getting clients isn’t enough. You need to retain them and use your relationship with them to promote yourself to other potential clients.

However, this can only be done once trust is established and a relationship is formed.

In the business world, trust is extremely important, especially when it comes to forming a relationship with your clients. With trust, you will have clients for life.

PPC agencies who build trustworthy relationships with their clients witness greater success. Click To Tweet

While expertise and skills are definitely required to construct a successful business strategy. Building trust with your PPC Clients is one of the most important factors to determine the success of your PPC agency.

As trust is a critically important in enhancing your business relationships with your clients.

Just like an old age saying, “The most expensive thing in the world is trust. It can take years to earn and only a matter of seconds to lose.”

Building a level of trust with your clients takes a lot of hard work and time.

Hence, it can be easily achieved with the help of these 6 helpful tips.

1. Understand The Business Goals and Expectations of Your PPC Clients

Understand the goals and expectations of PPC Clients

You just cannot deliver good results for your clients if you have no idea about their business goals and expectations.

Your clients are the lifeblood of your PPC agency.  And not properly dealing with them could lead to an overall negative impact on your agency.

Therefore, perfectly understanding the goals and expectations of your clients is typically essential in building trust with your PPC clients.

From the first day itself, layout a plan for them on exactly what needs to be there to create a profitable PPC campaign.

As a PPC agency, it is your responsibility to tell the client about the possible current scenarios that is happening in the PPC world.

Apart from understanding their business goals and expectations, make a clear of what they define as success.

Generally, different clients have different definitions of success.

Some clients may want to maximize their leads, so make sure that you inform them well about the strategies and techniques that are required in creating Lead generating PPC Campaigns.

Also, it is pretty obvious that you measure the performance using the PPC metrics.

However, the client may sometimes not have any idea about these metrics.

Take your time and help them to understand the basic PPC metrics. Click To Tweet

It is always better to clearly explain the process of account setup, running process and optimizing strategies to your clients as that will make it easier for the clients to set expectations accordingly.

2. Connect To The Clients on a Personal Level

 connect to the client on a personal level

Instead of just being another PPC agency that works for a client professionally, connect to the client on a personal level.

Build a form of friendship with them, as it is one of the strongest interpersonal bonds. Click To Tweet

PPC marketers these days work super efficiently when it comes to targeting keywords, creating ads, bidding strategy, landing page optimization, reporting etc. But often overlook the role of customer serving agents.

After all whatever you are doing is for your client only so going a step ahead with your clients will only make your relationship with your client simpler and strong.

Instead of just being a paid worker, try going a step ahead and be friends with your clients. There is absolutely no harm in discussing anything that is outside professional terms.

The personal connections can help you to ensure that your clients are retained even though the performance level shrinks a bit because they will be more likely to be patient with you.

And since they trust you, so you can ensure them of getting the performance level back to normal again.

You can make suggestions to them and provide them with promotion based offers that do not imply to your work description.

It will make them feel that you are a part of their team and this in return will help you in building trust with your clients.

3. Communicate Effectively

communicate effectively

Communication is the most important pillar of any PPC agency.

Not only PPC managers have to be good with numbers, analysis, planning, creativity, and marketing skills

But also they have to be good with handling clients and client communication.

Communication allows you to build stronger client relationships that are embedded on trust. Click To Tweet

There are many simple ways of communicating with your clients like phone calls, emails, meetings, and reports.

Throughout the week, keep a track of all the work that you have been doing in the PPC account of your client.

Then at the end of the week, send them a quick updated report of what you have been doing the entire week along with the most detailed explanation.

When a client sends and emails or calls you, make sure to answer them.

Even though if you are too busy to answer at that very moment, ensure that you respond to them as soon as possible.

Because this shows that you actually care about them and build a strong trust relationship with them.

It is quite obvious that there might be some highs and lows in the campaigns.

So, in order to balance them some backup, on the spot strategies, are applied which the client is not aware of.

Therefore, communicate the situation to the client and reasons behind the application of those strategies.

There are a lot of clients that give you a specific budget and ask you to limit your work within that.

For these clients, communicate where and how the budget is implied and how much of a return it is fetching.

Make a communication plan for every client and abide by it strictly.

A clear communication is one the forceful factors that lead to building a strong trust relationship with your clients.

4. Be Transparent With Your Work

be transparent with your work

Always be transparent with your work.

Provide them the access to everything that you use. Ensure that they have access to their website analytics and online ad accounts.

It is possible that the client might make some kind of error in the website analytics or PPC accounts.

However, restricting access is not the solution.

You can keep your clients informed about the changes that you are making. This will further avoid all the confusion between your and their work.

For example, the client may edit some filters created by you without even telling you. So that brings disharmony between you and your client.

And since, you do not want that, so keep them updated with all the changes that you make in the accounts.

When your clients have full access to the website analytics and ad accounts, you show them that you trust them enough to directly have a look at the ad results.

In return, they can see that everything that you are doing is transparent and you are not hiding anything from them.

It is natural that sometimes you can miss the deadlines, the strategy is not executed properly or simply you just forgot to do make the relevant changes.

As humans, we are bound to make mistakes.

So instead of hiding them or covering up, you should tell about them to your clients directly.

To build trust with your clients, you have to be honest no matter what. Click To Tweet

Be transparent as transparency means that you have nothing to hide.

It is always good to update them with the positive results but to bring out the negative results before the client notices is a sign of sincerity.

This will show the client that you are constantly monitoring the campaigns. And your clients will also respect the fact that you are truthful and honest towards your work.

5. Perform Consistent Reporting

 perform consistent reporting

Reporting is one of the best ways to show your clients that you have made a great progress.

A good report should be easily understandable by the client.

Firstly, get a hold of all the important PPC metrics that are important to your client. Then, you can provide reports telling them how have you worked on those metrics and what are the results.

A lot of clients basically do not understand the PPC terminology. So make sure that you provide a detailed explanation of all the metrics in the report.

Client reports should include the final numbers of each metric. There should be a proper explanation of the corresponding metric and the comparison of the stats with respect to the previous month.

While most of the time the clients want is the stats but sometimes they may even want to know how your PPC efforts resulted in those statistics.

For this, explaining the strategies is important.

Just before sending the reports to your clients, have a thorough look of it to see and rectify the errors.

Make your reports easy for clients to comprehend.

Provide your clients regular and scheduled weekly or monthly report. Click To Tweet

The weekly report may be based on the basic points and the stats that were changed that week.

But the monthly report has to be more detailed and explanatory.

Reporting is another factor that builds trust with your clients because it is a way to show that you are working diligently for your clients.

6. Keep Your Promises

keep your promises

It is extremely easy to promise great results but failing to deliver that promise can harm the trust that you have built over a course of time.

A client has a certain expectation and you should be honest about meeting those expectations.

If the expectation cannot be fulfilled due to any reasons, clearly tell it to the client and then you can work together to find a solution to that.

To prevent the negative impression of your agency with respect to the commitments, always promise the realistic.

Do not go out of your way and promise what is difficult to achieve just to please your clients. Click To Tweet

Always follow up your promises. If you promise you the client, that they will see an increase in their Conversions in the first month after setting up the account.

Make sure that you strategize your techniques in such a way that the promise you made is fulfilled. That is how to gain trust and confidence.

Final Thoughts

Ultimately, maintaining a strong trust relationship with your clients’ means that you are delivering what you are promising. Moreover, the clients are also happy and satisfied with your performance.

Building a trust relationship with your clients is a tough task and requires a lot of effort.

But at the end, all the hard work is paid off when you get to know that your clients trust you.

And by now you have clients that are going to remain with you in the long run.

 

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 Spy Your Competitors With These PPC Tools

Irrespective of the fact that whether you are a small, medium or large business, your customers are the soul of your business. And if you are into PPC Marketing, you probably spend a lot of time conducting research on your potential customers.

Knowing their interest, likes and dislikes, what they are searching for, and thereby tune all your strategies according to your potential customers.

All this you do so as to make your PPC campaigns more effective and conversion generating.

But there is one more thing that can elevate your PPC campaigns.

Competitor analysis or competitor research.

What is Competitor Analysis?

Competitor Analysis

Competitor analysis is the process of identifying your competitors and assessing their strategies, strengths, and weaknesses.

It is a very integral part of your PPC campaigns because your competitors can provide you with a plethora of information that will not only upgrade your PPC campaigns but will also increase sales and leads for you.

If you have just started with PPC marketing, competitor analysis optimizes your strategies and enhances your profitability.

To conduct a solid competitor analysis answer these questions about the following:

  1. Your competitors.
  2. The products/services do they sell.
  3. Strategies of the competitors.
  4. Strengths and weaknesses of the competitors.
  5. The kind of threat that you have from your competitors.

You can collect information about your competitors and start developing your strategies according to that.

There are many ways to analyze your competitors you can either conduct a competitor analysis manually or can even use a tool.

While it is possible to collect plenty of data manually but it is always better to use tools because they can provide you with improved and accurate data in comparatively less time.

Whereas the tools are concerned, there are numerous free as well as paid tool.

You can use either of the tools according to your choice and priority.

Here, let us look at some top PPC tools that can help you to have a deeper insight of what your competitors are doing.

1. iSpionage

Google Images

iSpionage is an advanced and paid keyword research tool that allows keyword management and competitive analysis features.

It is a useful tool for those PPC marketers who are looking to get competitive intelligence data to optimize their PPC campaigns. It also lessens the time that is required to create campaigns especially when it comes to keyword research and launching of campaigns.

It gives you an insight of the competitors’ keywords, ad copy, and budget. It basically provides a little bit of information for free and more information is available with a paid version.

Apart from showing the keywords and ads of the competitors, if you get an upgraded version, you can even build new campaigns with the information you find.

The best use of iSpionage is that it has the ability to find out what your competition is doing, giving you a high comparative advantage.

The pricing for this tool is based on 4 modules:

  • Basic:

Monthly Package= $29 per month. 6-Month Package= $24 per month.

  • Starter:

Month Package= $59 per month. 6-Month Package= $49 per month.

  • Professional:

Month Package= $99 per month. 6-Month Package= $74 per month.

  • Advanced:

Month Package= $299 per month. 6-Month Package= $149 per month.

 

2. SEMrush

Google Images

SEMrush is another PPC tool that provides top information about your competitors.

It quickly allows you to find out your advertising competitors based on the keywords you plan to target.

It takes a different route to PPC strategies than iSpionage.

Within the free version of SEMrush, you can type in your competitor’s website and view their ad text, the average position of keywords, the percentage of total keywords and their competitors.

With the paid version, all these statistics are increased and you are entitled to get more data as compared to the free version.

The best use of SEMrush is that you can have a look at the top organic and paid competitors for a particular keyword in Google and Bing.

SEMrush also allows you to track information for your competitor’s Facebook and Bing accounts.

It has an easy-to-use graphical interface and can keep a track of your competitors.

Pricing for this tool is based on 3 modules:

  • Pro:

$99.95 per month.

  • Guru:

$199.95 per month.

  • Business:

$399.95 per month

 

3. Keyword Spy

Google Images

With Keyword Spy, you can literally spy on the keywords of your competitors.

It allows you to discover the competitive perspective by showing your competitors’ PPC campaign strategy and exposing the most profitable keywords and ad copy that they use.

Keyword Spy gives you the access to your competitors’ PPC ads and all the metrics that come under it like the ad copy, keywords, search volume etc.

Keyword Spy uses a unique ROI indicator to see the value of the keywords.

It provides an extensive data on competitors’ keywords and also offers detailed information for PPC associated marketers.

Keyword Spy has 3 different accounts i.e. research, tracking and professional.

Research

The research section extensively focuses on competitors and general market research. It’s recommended users are individual marketers and PPC researchers. It is used for researching competitor’s keywords and understanding their strategy. The pricing for this module is $89.95 per month.

Tracking

Tracking is a comparatively different process. Once you have collected the keywords using the research tools, you master the keywords that you are about to target. It’s recommended users are mid-level PPC companies and individual. It is used for tracking keywords. The pricing for this module is $89.95 per month.

Professional

This is a combo pack of the research and tracking modules. It also provides the access to affiliate reports. It’s recommended users are multinational PPC companies. The pricing for this module is $139.95 per month.

 

4. SpyFu

Google Images

SpyFu is an industry leading competitive research tool with remarkable features.

It allows you to see every possible place where your competitor has shown up in Google.

SpyFu also includes all the keywords that they have brought and all the ad variations that they have used.

It works in the same manner as SEMrush when it comes to providing competitor’s data.

With the help of this tool, you can compare your campaigns with those of your competitors.

SpyFu helps you to discover the most profitable keywords that you were missing It also helps you to eliminate nonperforming keywords that were wasting your budget by suggesting negative match suggestions.

The best use of SpyFu is that it reveals the most important and profitable keywords of competitors based on their advertising history. You can view actual ad copies that your competitors have been running.

Simply type the web address of the competitor and you will get to see the estimated budget, clicks, keywords, ad texts and ad position.

The pricing for SpyFu is based on 3 modules:

  • Basic:

Annual Package= $44 per month. Monthly Package= $49 per month.

  • Professional:

Annual Package= $74 per month. Monthly Package= $99 per month.

  • Team:

Annual Package= $199 per month. Monthly Package= $299 per month.

 

5. Adbeat

Google Images

AdBeat is another PPC spy tool.

It allows you to browse the top ads and ads by format like text, flash, videos etc.

Adbeat also lets you discover and competitor strategy and spy on the ad copy with split testing.

With Adbeat, you can uncover your competitor’s online strategy and see what works in favor of them.

It allows you to instantly reveal any of your competitor’s best ad copies, landing pages, and overall PPC strategy.

You can also see the number of days an ad was live and also the exact dates when the ad was first and last seen.

The pricing for Adbeat is based on 3 modules:

  • Standard:

$249 per month.

  • Advanced:

$399 per month.

  • Enterprise:

You need to contact Adbeat to get the demo.

 

6. WhatRunsWhere

Google Images

WhatRunsWhere is another PPC spy tool that allows you to see your competitor’s advertising strategy in Google AdWords.

It includes tracking of text, display, banner and mobile ads.

The best use of WhatRunsWhere is that you can see your competitors’ entire PPC strategy to see where you can improve on or what changes do you need to bring in your strategies.

You can research on where your competitors are running their ads, which ad copies are they using, for how long their campaigns have been running etc.

The pricing for WhatRunsWhere is based on 3 modules:

  • Desktop Awareness:

$299 per month

  • Desktop+Mobile:

$399 per month

  • Enterprise:

You need to contact WhatRunsWhere to get the demo.

 

7. The Search Monitor

Google Images

The Search Monitor is an accurate Ad intelligence tool for the competitors at the enterprise level.

It allows you to have full visibility into the PPC strategies and techniques of your competitors.

The best use of The Search Monitor is that it tracks ad rank, ad copy, targeted keywords, click rates, Cost per Click, monthly ad spend, and other PPC metrics.

The Pricing for The Search Monitor starts at $499 per month.

 

8. Adgooroo

Google Images

Adgooroo allows you access knowledge about your competitors’ PPC strategies including the keywords, ad copy, landing pages, ad spend, impressions, clicks and much more.

It goes into an in-depth analysis of your ad copy and the landing page along with the ad copy and landing page of your competitors.

With Adgooroo, you can access the PPC strategies of your competitors on the desktop as well as mobile.

It offers a complete picture of PPC marketing landscape.

It enables you to view current and historical data that includes the ad spend, statistics, keywords, ad copy in comparison with any of your competitor across desktop, tablet, and mobile search.

The pricing for this tool is not listed on the website as yet.

 

Final Thoughts

In order to make your PPC campaigns effective enough, give relative importance to your PPC competitors as well.

Doing a competitor analysis is a step towards building an effective and efficient PPC strategies to gain a better understanding of what makes your campaigns unique.

Competitor analysis always begins with identifying present and potential customers.

Ensure that you analyze your competitors along various dimensions like keywords, ad copy, landing page, budget, strategies, strengths, and weaknesses.

Do not lose sight of your overall PPC objectives while focussing on competitor analysis.

However, competitor analysis is just a part of your PPC campaigns and not the sole reason to make your PPC campaigns efficient.

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.

Amazingly Good Reasons Why PPC is Important for Your Business

In this era of digital marketing, PPC has proved its worth of being one of the best platforms for online advertising.

It has rapidly evolved itself into the digital advertising channel and has become a significant part in the success of online businesses.

It has become so efficient over time that even experts and successful businessmen have recommended it as a means to promote business online successfully.

What is PPC?

PPC stands for Pay-per-click, a platform for online marketing where the advertiser is entitled to pay the search engine a sum of the fee each time the ad gets a clicked.

It is basically a method of buying visits to your websites rather than earning the visits organically.

A general idea about PPC advertising is that with this you get to reach targeted audience fast by selecting options of who can see your ads and when someone performs a click on your ad, then only you pay.

The revenue that marketers are generating from PPC has increased drastically. Click To Tweet

Also with the increase in digital devices and people becoming more tech savvy at the grass root level, more businesses have become digital.

Therefore, it becomes essential to incorporate PPC in the digital marketing strategies.

Owing to so much importance, let us see how PPC is relevantly important for your business.

 

1. Pay For Only The Clicked Ads

PPC is indeed a very straightforward platform for online advertising with no hidden complexities.

In a PPC campaign, you pay Google (or any other search engine) for listing your ads on the top and right of the organic search listings.

When someone clicks on your ad, you will have to pay the current Cost-per-Click from your budget and once the budget gets depleted, Google stops playing your ads until you replenish the fund.

But it is worth noting that the Cost-per-Click is just a trivial part and doesn’t hamper the estimated profit.

For example: If you pay $5 for a click but the click results in a $200 sale. There you have made a huge profit.

In PPC, the advertiser only has to pay when the viewer clicks on the ad. Click To Tweet

It gives businesses full prove chances to maximize their return on investment.

Most of the businessmen prefer PPC advertising because with this they are well aware of their expenses and this awareness plays a crucial role in determining other marketing strategies.

 

2. Budget Control

The budget is the core element of any business and holds utmost importance.

Here, you can set your financial plans for PPC advertising and can even control the complete expenses.

You have all the power to set the budget according to your needs.

With it, specific daily and monthly budgets are set to make sure that you do not exceed your budget limit.

The PPC budgets can be edited according to requirement and whenever necessary. Click To Tweet

It is pretty obvious that you will not be able to fetch great results with a limited budget because the results depend on how competitive the keywords and industries are.

Even though you can not see huge results by having a limited budget, yet PPC can provide you maximum support to enhance your online visibility.

Unlike traditional advertising where you had no idea of your budget spend, it keeps a track of your budget so that you have a clear cut idea of where your budget is going.

You can further control your budget by knowing the budget flow and hence can lay your strategies according to it.

 

3. Targeted Ads

With PPC, you can exactly choose the space where you want your ads to get displayed.

This means that you can make your marketing campaigns as targeted as possible through PPC.

PPC permits precise targeting with keywords, interests, and demographics. Click To Tweet

In this way, it ensures that your ads are displayed to the correct audience at the right time so that you generate real and relevant leads.

To target mobile users, who are exceeding all the other device users, you can use device-specific preferences.

With the help of retargeting options, you can reach out to people who showed an interest in your product/service.

It also helps you to deliver specific messages to your target customers at the prime time when they are most likely to convert.

Unlike the natural results displayed in the sponsored results, the PPC ads can be changed, tested and optimized to get the maximum effectiveness.

The concept of testing of the PPC ads allows marketers to know which combination of the keyword and ads work the best.

 

4. Immediate and Consistent Traffic

PPC is the fastest platform to run ad campaigns and to get immediate traffic from it.

You can easily set up a PPC campaign in about half an hour or so.

In that sense, you as an advertiser can get your ads on the first page of the SERP with an hour of campaign setup and activation.

This feature is extremely integral for new websites that are looking for exposure and visibility.

Also, with this, you can generate significant conversions within weeks.

PPC has the power to get you traffic that is both immediate and consistent. Click To Tweet

Because getting immediate traffic is not enough, the traffic should also be consistent enough so that your campaigns have a place in the long run.

Sometimes, getting huge of traffic on a regular basis can sometimes be hazardous for the website.

The website can be damaged to beyond repair at times.

With reference to this, it acts a savior as it controls a huge amount of traffic because the traffic amount is directly tied to the advertiser as to how much he is willing to pay for a click.

 

5. Quicker Results

Organic search results are one of the most reliable sources for achieving long term online marketing goals.

But due to the fact that it takes a longer time to give out results. PPC is sometimes preferred over it to ensure the incoming of faster results.

PPC has the potential of showing results very quickly in terms of traffic, sales, and leads. Click To Tweet

By investing in PPC advertising, you can maximize your online profits easily.

There are a lot of factors behind the efficiency of a PPC Campaign.

If you get a chance to understand those factors by being more focused on them, you will be satisfied to look at the conversions and traffic that you will get.

In a nutshell, PPC gives you a substantial amount of traffic for a predictable amount of money in less time.

 

6. A Higher ROI

The ultimate goal of any marketing campaign is to generate the highest possible Return On Investment (ROI).

By displaying your ads in the most relevant online places, your ads are displayed to the most specific target market.

PPC ensures that you are able to generate valuable Click Through Rate and a higher ROI. Click To Tweet

Since in PPC you only pay when your ad gets a click. Thus, it makes it easy to manage your costs and to calculate your estimated ROI.

Advertisers love PPC advertising because it allows them to make the key change in the optimization strategies to improve the Quality Score.

This, in turn, increases the ROI for your PPC campaigns.

It is one of the most profitable marketing channels when it comes to generating higher ROI. It drives qualified traffic to your websites or landing page relatively quickly and starts generating conversions.

So, it is obvious that after an enormous increase in the conversions, the ROI will automatically increase.

 

7. Apply Geo-Targeting And Ad Scheduling

google maps

Geo-Targeting and Ad Scheduling are among the top features that are provided by PPC advertising.

Geo-Targeting is an important element of your PPC advertising platform because it will help you exclude those users who are outside of your target location that you do not want to bid on.

This will indeed help you to save your ad spend and will increase the value of analytics collected from the user behavior.

Unless you are a global company, you don’t need to target the world.

You need to display your ads only in front of your target audience.

Geo-Targeting allows you to target your ads to potential customers in certain location or locations that you specify to meet your business goals.

Ad Scheduling

Ad Scheduling is another feature of PPC advertising. It allows the advertiser to select specific days and times of the day to run the ad.

Showing your ads 24/7 can be costly for any business and will most likely to lower the ROI. Click To Tweet

If you are familiar with the day or time when you get the best response from your customers. You can schedule your ads for that day or time.

By this, you will be able to show your ads to your customers when they are most likely to convert.

With the help of Ad Scheduling also you can save up your ad budget by preventing the display of your ads at odd hours or days. Thereby preventing irrelevant clicks as well.

 

8. PPC Benefits Your SEO Strategy

PPC and SEO

PPC and SEO are highly related marketing channels.

SEO is important for your online business when it comes to long-term commitment.

By using PPC as a component of your online marketing channels, you can improve the overall ranking of your site.

It helps you to discover keywords that are more popular and capable enough of receiving more clicks and conversions.

You can further implement these keywords into your SEO strategy.

PPC can also help your SEO strategy to by ranking new keywords quickly. Click To Tweet

Another feature of PPC is that it will come to your rescue when your SEO results are not quite well.

Now you can get more specific search terms that will increase your SEO related traffic to your website.

Although advertisers believe them to be mortal enemies SEO and PPC actually complement each other in many ways.

By combining PPC with SEO you can get a chance to cover all areas as some customers prefer organic search while the others are influenced by paid search.

Thus, having search results shown in organic and paid listings states that your ads are more relevant.

Conclusion

PPC is suitable for any kind of business whether small, medium or big.

Having PPC as a component of your marketing strategies will ensure that you capture your potential customers at the right time.

With PPC you can build your online marketing strategies to measure the much-optimized results.

If you maintain and optimize your PPC campaigns frequently, you can surely benefit from getting qualified and conversion oriented traffic.

If you ar not using PPC as yet, I’m afraid you are missing on a lot of opportunities for online growth.

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.

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.

 

 

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.

8 Tasks You Need to Complete Before Creating a PPC Campaign

Being highly visible on the SERP through PPC advertising is a key strategy for acquiring quality web traffic.

Most businessmen today, depend on search based traffic to increase their share of leads, sales, growth, and revenue.

But for newer websites and those who aren’t doing well organically, paid search plays a vital role in bringing consistent traffic to their sites.

PPC is a great way of getting targeted audience to your website by publishing ads on the search engines.

So, you’re ready to bounce and advertise your business on search engines with PPC campaigns?

Great!

But before you start, you need to plan how you are going to make it work effectively for your business.

Here are top 8 tasks that you need to complete before starting PPC campaign

1. Know what your Goals are

Can you grow your business and take over the PPC advertising without having a proper goal?

No!

Well, if you don’t set measurable goals you won’t get there.

Generally, you already know your destination at the beginning of any journey.

Same is the case with PPC. Before embarking PPC journey, make sure you have a roadmap to follow.

Before setting up your PPC campaign and running it, the very first thing you need to decide is what your goals are.

Remember, a PPC campaign with no goals is doomed Click To Tweet

Setting goals is a good thing but abiding by those goals is simply perfect.

Once you have set your goals, make sure that you hold yourself to them to achieve PPC success.

You should have a clear view of where your company is standing right now and to what level you want to take it through PPC advertising.

Different businesses have a different set of goals. You should decide directly what the entire goal for your website is.

Whether it is to persuade visitors to sign up for a newsletter, give you their contact details, increased sales or a simple visit to your website.

Knowing what you want to get out of your PPC campaign will help you to reach your target result.

Moreover, set SMART (Specific, Measurable, Attainable, Realistic and Timely) goals for your campaigns.

2. Determine your Budget

Knowing the budget for your PPC campaign bears uttermost importance.

Not having a defined budget will let your PPC campaign run wildly and you will end up spending more than planned.

As the name suggests, with PPC campaigns you will have to pay for every click. Click To Tweet

So, You need to carefully think about how much you can afford to spend overtime.

When setting up your budget for the entire campaign, generate a total budget for the campaign and then segment it on the basis of monthly, weekly, and daily budgets.

Your budget will be different depending on your industry and how much competition already exists for the keywords you want to target.

For example, if you are a bakery owner, your keyword might cost you around 30 cents. On the other hand, if you are an automobile part owner you might end up paying around 5 dollars for a keyword.

Examine your PPC campaigns on a regular basis and associate together the campaign goals and budget to generate maximum ROI.

3. Recognize your Target Audience

In PPC advertising, audience targeting is the focal point.

With PPC campaigns, you need to think about who are you selling to and what they’re needs are.

As with traditional marketing, knowing your target audience in digital marketing is also very significant.

Being aware of your target audience is a key factor in running any successful campaign. Click To Tweet

Without, a comprehensive understanding of your target audience, it can be quite difficult for you to create compelling ads that will attract potential customers.

Audience targeting becomes really important if you are running more than one PPC campaign.

With multi campaigns, you can aim to hit different target market for each of your campaigns.

This is important if you are running gender or location specific campaigns.

In highly specific campaigns, creating campaigns without having the knowledge of the target market can lead to assured failure.

The importance of identifying your target audience is even more essential in online marketing than offline because the competition in online marketing is far fiercer and the shopping process is faster.

Moreover, throwing a net too wide can lead to wasted time and money.

Whatever your business challenge is, reaching your target audience is imperative and essential.

4. Organize a Keyword List

Setting up and maintaining strong and high performing PPC campaign takes time, budget, and expertise.

But without a continuous keyword research throughout the campaign, you will never get the best possible return on your investment.

The keywords that you select for your campaign will eventually determine when your ads will show up for various search results.

Good keywords will make sure that your ad is shown to the relevant target that is more likely to convert.

Pick keywords carefully and consciously and create a comprehensive keyword list out of them.

Add only those keywords to your list which are relevant to your business. Click To Tweet

Include everything that relates to your business like the general terms, specific terms, misspelled terms etc.

Put yourself in the shoes of your customers and then search for your company to bring out the keywords and combination of terms that work best for you.

This will help you to find the lesser used keywords that are inexpensive and can still generate good results for you.

You should also try to avoid “broad match” keywords as they pull in irrelevant search results.

Use negative keywords also.

Negative keywords allow you to be more specific in eliminating irrelevant search traffic.

By eliminating irrelevant search traffic, you can ensure that your ads will show up to those people who are more likely to buy your product or service.

5. Have Well Optimized Landing Page

The next step to determine after mining the keywords are where are you going to send the people who will click on your ad.

To the homepage?

A big NO

It becomes important for you to decide what page of your site is more relevant to the campaign you are running.

The page which bears relevance to your campaigns is called a Landing Page. Click To Tweet

You might be wondering what exactly is the difference between a home page and a landing page.

The home page is an introductory page of your website, typically serving as a table of contents for your website.

Whereas a landing page is a distinct page on your website that is built for one single conversion objective.

If you drop all your PPC customers on your homepage, there will be high chances for you to lose your potential customers and bounce rate of your website will increase which is not a sign at all.

So, do not redirect your ads to the homepage, instead create a separate landing page that tells elaborately about the product/offer.

A landing page is always better as it brings in more conversions and improves the CTR. That is why landing pages are an essential part of PPC advertisement.

Use keywords that have high conversion rate in the right amount for your landing page. Also, insert quality graphics and images in your landing page to enhance conversions.

To get good ROI you will need to make sure that your landing page converts the traffic into leads and sales.

The major goal for your landing page should be to turn site visitors into leads and sales.

You should have a landing page with relevant content that immediately addresses what a visitor is looking for after a single click.

This will improve your user experience and quality score.

6. Get Ready with your Conversion Tracking

The beautiful thing about PPC marketing is that you get a chance to track everything.

Yes, EVERYTHING

One of the most important factors in monitoring the success of your campaign is installing conversion tracking on your website.

Every PPC manager has a common nightmare, that is finding an account that doesn’t have any form of conversion tracking.

No matter how small or big the daily, weekly or monthly budget is, conversion tracking is a must. Click To Tweet

Conversion come in different forms, some of them are:

  • Inquiry Forms
  • Contact Us Forms
  • Purchasing a Product
  • Requesting a Call Back
  • Making a Phone Call
  • Downloading an Ebook, PDF, Brochure
  • Engaging in Live Chat

If you track any of the above-mentioned forms of conversions, you will be able to identify which keywords and ads are the best performers for your business.

Implementing Conversion Tracking should be a high priority for you as it shows you exactly where your campaign value lay.

Conversion Tracking lets you identify how well your ad campaigns are generating leads, sales, downloads, email sign-ups and other key actions for your business.

The data that is recorded by conversion tracking allows you to recognize the working and the non-working areas of your PPC campaigns.

By this, you can optimize your bids, ad text and keywords as and when required.

You should also note that conversion tracking not only benefits your PPC accounts, but it also helps you to determine what other channels of marketing are proving beneficial for your business.

7. Identify your Competitors

Analyzing your competitor’s PPC campaigns is a great way pull out data about their company’s conversion strategies and methods.

The conflict for leads, sales, customers and revenue through PPC advertising is fierce and it’s getting rougher day by day to differentiate yourself from your competitors.

Just like you, your competitors are also bidding on brand terms and keywords which lead to the bidding war.

This bidding war increases the CPC.

If you want to gain an advantage and win the PPC battle, conduct an in-depth competitor analysis. Click To Tweet

Conduct a comprehensive analysis of your competitor’s impression share, keywords, ads, landing pages, messages, offers etc.

The above analysis will give you a better understanding of the competition and will reveal ways to improve your conversion funnel.

Analyzing the ads of your competitor is also a way to see what all your ad are missing.

The process to analyze your competitor’s PPC campaign is as follows:

  • Define who are your competitors.
  • Do a quick assessment of how quick are they.
  • What is their USP and how is that different from your business?
  • What do you want to draw out from their data?
  • Optimize your campaigns accordingly.

Discovering the strengths and weaknesses as well as keeping a close eye on your competitor’s each move is highly required.

8. Hiring the Right PPC Agency

For PPC marketing, hiring an agency is always preferred over individual account manager.

As the individual account manager has a multitude of responsibilities, PPC management agencies can solely focus on the art of PPC.

PPC agencies concentrate on recognizing and working with global search trends and constantly keep themselves updated.

PPC needs constant attention if it is to be done correctly. Click To Tweet

They have no responsibilities other than that of optimizing the PPC campaigns and accounts.

PPC advertising is a performance oriented industry and hence, an agency has to deliver best results in order to sustain.

Before finalizing the industry, check how have they advertised their own agency.

This will give you an insight of their advertising skills and expertise.

Also check whether the company is solely involved in PPC activities or if it offering a lot more services like web designing, web development, SEO, SMO.

If the agency is engaged in various activities then reject the agency at once.

Merely choosing an agency is not enough, you should choose the right PPC agency that correlates with your business goals.

Because PPC requires relentless attention and involvement of an entire team where professionals together work toward building best service in the market.

To get the best of PPC advertising, have a brainstorming session with an agency professional on the following points:

  • The nature of your product or service.
  • If you have offers or discounts to promote.
  • Why would the customers buy your product/service?
  • How is the offer of your product/service different from that of your customers?
  • How your competitors are promoting their products/service and how is their campaign going on?
  • What has been your company’s strength over years?
  • Who are your target customers?

These points will enable the agency professional to bring out the possibilities that will make your PPC campaigns fruitful.

Conclusion

PPC advertising is a great way to receive instant exposure to your website.

It increases your chances of seeing an immediate growth in revenue.

However, if you rush into it without a proper plan or without any experience, you increase the risk of burning your entire budget very quickly.

The above 8 tasks are crucial in not only determining what is right for your PPC campaigns but they are also essential in developing and implementing successful campaigns.

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.