Pay-per-click advertising is a powerful instrument for driving qualified traffic to your landing pages, generating leads and creating new customers.
It is also a pretty good tool for making grown men cry.
There is no shortage of opportunities for miscalculations, false steps and oversights when it comes to running an AdWords campaign. Some of these mistakes include budget flaws, bidding mishaps, failing to use geographical targeting and the list goes on…
One of the most overlooked aspects of a successful PPC campaign involves the proper use of keywords. This vital component of your campaign can heavily influence the effectiveness of your ads, the quality of the traffic you receive and your overall ROI. The following points outline some of the most important keyword areas to focus on when developing and tweaking your campaign.
Executing a PPC campaign without the appropriate research is a practically worthless venture. This needs to be done to determine the keywords that your consumers will be using to locate your produces and services.
There are different online tools that can help with this type of research to make sure that you are targeting the right keywords to reach the right audience.
As you are considering keywords for your target audience it is also necessary to consider some additional factors such as the relevance of the keyword to the landing page and possible multiple meanings of a single keyword. This is where it becomes essential to employ specific keywords in place of generalized keywords. Using the most qualified keywords improves the likelihood of driving quality traffic to your website and improving conversion rates and ROI.
Using negative keywords with your accounts is a simple and effective way to avoid paying for traffic that will not be interested in your products or services. These keywords will be used to weed out search engine results pages that are not relevant to your advertisement. This preserves resources by preventing your ads from being displayed when specific keywords accompany your targeted keywords.
For example, if you were targeting customers who were searching for the word “flower,” some negative keywords that could be added to the account might include “names” or “girl dresses.” You can find these types of keywords through Google’s keyword tool or other similar free and paid options.
Failing to make use of the power of match types is another area that can result in wasted time and resources. These categories include:
1) Broad Match: If this option is selected it will display ads in relation to a wide range of keywords that include variations of your original keyword. The extent of these variations can be adjusted using the Broad Match Modifier.
2) Phrase Match: Choosing this option means that ads will be triggered for your exact keyword along with any additional words and phrases that surround it.
3) Exact Match: Selecting this option for a specific keyword will result in your ad only being triggered for the exact keyword you entered.
Each category offers specific opportunities and fluctuating bid prices. The match type that you choose will depend on the type of strategy you are executing and your campaign goals.
The geographic region that your campaign is targeting should also influence the keywords you choose to use. This is important for both national and international PPC campaigns.
Keywords should be adapted to use language that appeals to specific groups. The ability to localize keywords requires and understanding of both the industry and the cultural distinctions that are unique to the region in question.
For example, the word “truck” is commonly used in the United States. However, in the United Kingdom the term “lorry” would be more appropriate. These types of linguistic differences can have a huge impact on the success of a campaign and need to be used efficiently in order to drive sales.
Tracking performance and conversions provides valuable data that affects every aspect of a campaign.
Measuring the results of a specific campaign will allow you to optimize keywords in addition to a variety of elements that impact performance. Without measuring results you will not be able to distinguish between areas that require improvement and those that are proving to be successful.
Learn how call tracking can help improve the performance of your PPC campaign today.
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