I was able to watch a recently archived Techspectations Webinar that John Barron Hosted, so I thought I would do a brief summary.
Why Use Pay Per Click (PPC) Advertising?
There is lots of talk about social these days, but in reality lets be honest, who heads straight to facebook when they are looking for information. Search is still King
According to a study done by Engine ready people who arrive at your site via a PPC link as opposed to an organic link are 30% more likely to buy. The conversion rate stands are about 2% in comparision to 1.26% for organic.
Obviously it is vital to have a site that is built with SEO in mind. But by have a dual SEO and PPC tactic you can turn up on search results pages more than once. This helps you appear as a leader.
- PPC allows you a lot of control of your the experience that will be had. By having having specific landing pages for different keywords and ads, you can decide what you want your potential customer to see.
- PPC also provides the ability to do fantastic analytics. As I have mentioned before in previous posts. Tracking is king. By knowing what is working and what isnt you can drill down on the tactics that work best for you and increase conversions and sales.
- PPC also allows you to have a varying budget. Whether this is for seasonal sales, days of the week, times of the day or general location you can alter your budget to suit your needs.
The search landscape is evolving and PPC is changing with it. More emphasis is now being placed on local and mobile search. PPC offers things like directly clickable phone numbers which are hugely important for local businesses targeted local traffic.
When a search is entered now results can contain shopping pages, local searches, images, videos, reviews. As the information that is available in organic search improves, it is harder for PPC ad to stand out. Therefor is is vital to make your PPC campaigns count.
- Define your goals : What do you want to achieve? Leads, sales, promoting a product or event? These will then become your Key performance indicators (KPI’s) which will in turn help with your tracking.
- Tracking : Tracking is key. at the very minimum you should be tracking leads and sales. Other useful indicators are bounce rates, page views and time on site. Tracking phone calls clicked on directly from ad will become more prevalent. Right now there is no Irish company doing it. Perhaps displaying a unique phone number not displayed anywhere else will help measurement.
Building a Campaign
Create Buckets – these are groups of 30 – 60 keywords which can be used for ad groups.
- Use Google Keyword Tool
- Ask customers
- See what your competitors are using.
- Use common misspellings
- Competitor names. By law you cannot use their names in your ad typebut you can use them as keywords. You may receive a lower quality Score for the Ad from this, but if conversions are good, then its worth it
- 4 words plus works best. You may get less traffic but you will get a better conversion rate
- Negative Keywords
Ad Copy and Landing Pages
- Use Keywords in your ad. This will help to improve your ad quality score as well as standing out.
- Use specific landing pages
- Use compelling language
- Highlight your key selling points. Bear in mind though that you may have to prove your claims to the Google editorial board.
- Think outside the box slightly. For example John gave the example of using keywords of funeral homes for his florist client and making purchase and delivery there easy.
Track Early And Often
- Dont set your budget to high at the beginning. You can always ad to the budget later.
- Test your searches. Do manual searches for keywords and see where you turn up.
- Make sure your keywords are targeted enough. If your terms are too broad you are going to get low conversion rate.
- Make sure your metrics are working. Is Google analytics tracking your page properly.
- Add to your keywords for phrases that are bringing the wrong traffic.
- Cut out words that are not working
- Use tools like Conversion Optimiser that helps you optimise your bidding.
- Use multiple ads so you can test which ads are clicked on the most.
It is also worth noting that certain things are set as default on PPC campaigns. for example broad search is automatically used. It may get you better conversion rates by using exact term searches. Also your ads will be displayed both in search and display (various websites participating in Google display network). John suggests that you change this to just have search ads, as the ad type that works best for the GDN is different and should be done separately.
Ad extension allows you to extend out the size of your ad and take up more real estate on the page. This allows you to stand out more. Ad extension can be used for
- Location – the address takes up an additional line
- Site- menu items from your site appear on an additional line.
- Phone number
- Specific products
You can get more of John at presentation is available at
- Sensible Google Advertising (mrbtg.wordpress.com)
- Negative Keywords in AdWords PPC (marketing.yell.com)