Saturday, December 15, 2018

Some good practices in paid advertising (PPC)

  Alexe John       Saturday, December 15, 2018
Both SEO and PPC have their own advantages and disadvantages, but you should know that for a business owner who wants to increase sales and get results quickly, Pay Per Click is the best way.

Google ads is one of the prominent PPC platform available on internet in 2019. It is also used as a keyword research tool by many companies to understand their market perfectly in terms of expenses (Cost Per Click) and keywords (click rate and keyword conversion rate) as well as some related phrases.

If your PPC campaigns and ad groups are poorly structured, they will not help you achieve the goal you originally set (get more leads, sign up for a newsletter, sell more products, or generate more traffic on your site). They will not help you to increase your sales or to collect data. Here are some of the best practices to help you.

Determine your search engine marketing strategy (SEM)

Are you aiming to build your brand? Do you want to get a maximum of direct responses (so generate leads)? Or is it both? Your goals in SEM will have a direct influence on how you will use Google Adwords. Make a rough estimate of the value you give each of your visitors. Also determine your Return on Ad Spend (ROAS). If you focus on the brand, you'll put more emphasis on impressions, content networks, and CPM (Cost Per Thousand). If you focus on direct responses, you'll focus on clicks, click through rate (CTR), conversion rates, and cost-per-acquisition (CPA).

Make a list of the 100 keywords

They represent the key words you want to focus on and for which you are ready to put a maximum budget. Use tools like the Google keyword research tool, Spyfu and ubersuggest to search for keywords in your competition. Use Google's Traffic Estimator to see the search volume and cost-per-click for each keyword. Use Google Analytics to review the organic keywords that drive traffic to your site.

Make a list of the best keywords in an Excel file. Once selected, you just have to sort and prioritize the list. Group keywords by themes. It is very important to remember this element.
Indeed, the structure of your campaigns and your account in a general way will help you achieve your goals. Use themes to build your groups in Adwords .

Also make sure to limit the number of keywords per ad group so that there are not too many (which might be difficult to manage in the future). This will allow you to significantly increase your click through rate, but also the quality level of your keywords.

Remember that you need to build a history on your account Adwords : The more this history is "positive" (high CTR and quality level> = 8), the more your ads will appear in the best positions at a lower cost.

The importance of the types of requests

It is also important to understand the types of requests proposed on AdwordsGoogle offers four keyword matching options:

a. Broad match: Your ads are shown when searches are for similar phrases and variations.

b. The exact phrase: your ads are shown if searches match the exact phrase that was typed.
c. The exact keyword: your ads are shown when searches match only the exact phrase that was typed on the search engine.
d. the negative keyword: see point number 8

The broad match, which is the default option on Adwords, is used by most advertisers. This type of match not only increases your overall spend on your campaigns, but also reduces your click through rate and keyword quality.

Your ads will appear on unnecessary searches and that do not necessarily have a link with your activity. It is then essential to analyze each of the key words of the campaigns and not hesitate to pause the keywords which seem to you the least relevant. It is usually a good idea to create separate campaigns for each match option.

Set monthly daily budgets as well as campaign goals Setting

the budget should be fairly straightforward once you determine the keywords you want to bid on as well as the cost per click. If you have both brand and prospect strategy (direct responses), it will be very important to create distinct campaigns with different goals for each of them within Adwords.

For a prospect strategy, focus on cost-per-click effectiveness. For a branding strategy, focus on CPM on content networks. Be very careful using automated tools that optimize bids and conversions for you. They can penalize you in some cases.

A strategy focused on acquiring leads

Create custom landing pages for each ad group you create in Adwords. The landing page must contain keywords and Meta description tags that match the ad text in Adwords. The more relevant they are, the higher the Quality Score. Put the most important information on the header of your landing page. The landing page must be credible and build trust. It aims to meet the expectations of visitors.

If it's not relevant and the content does not match your ad, then your bounce rate could be high on your landing pages. Install the Google Conversion Tracking Code on the confirmation and thank you pages so you can track visits and see conversion data in Adwords.

Wait until you have enough information and data to perform A / B tests on the landing pages. Be careful when you try to collect too much information about the forms on your landing page. Try to limit the form to less than 5 fields.

Use call-to-action

These call-to-action must match what you want the visitor to do on the landing page. Use strong action verbs to the imperative: download, buy, discover, compare, try, free trial and try.

These types of keywords encourage clicks and can drastically increase your click through rate (CTR). It is generally advisable to create between 3 and 5 ads per ad group to create competition between your ads.

The best-performing ads are those that naturally generate the most conversions, but also those with a high number of clicks and a high click through rate.

Remember that it's your ads that push the user to click on it. Indicate relevant items such as price, or free trial or service. Your ad must have a competitive advantage and stand out from the competition.

Link Google Adwords and your Google Analytics accounts. 

Once done, review Google Analytics data to determine which landing pages your visitors see most often. Create goals in Adwords and a funnel on Google Analytics.

Keep a close watch on the quality level of your keywords

Filter those with a Quality Score of 7 or higher. They have a direct impact on your advertising budget and the position of your ad relative to the competition.

Exclude keywords

This will make the difference, especially when you use broad match on your keywords. Aggressively use negative keywords to filter out inappropriate results and minimize unnecessary expense.

If for example you sell luxury goods, do not hesitate to put as negative keywords: cheap, cheap ... Your initial list of keywords can help you select those where your ads will not appear. Use the search terms report in Google Adwords to identify keywords that you do not think are relevant.

You use content networks

In this case, do not forget to frequently check the sites where your ads are showing. Be aggressive about filtering poorly performing URLs. The category exclusion tool allows you to exclude irrelevant sites. You also have the option to manually exclude sites that are not interesting to you.


Take advantage of Google's location targeting, language targeting, and demographic targeting (content networks) .

If your business is in Montreal and you sell your products only in this city, why pay for ads outside your area? Also, if you are dealing primarily with an English-speaking audience, use this targeting ability wisely.

Create custom reports

Indeed, one of the strengths of Adwords is to be able to create personalized reports as much as you want. For example, you can create a keyword report that lets you see if you have achieved your goals on your strategic keywords.
Here are some keys that will allow you to properly structure your account and your campaigns. As said before, it is very important to have a good framework for your campaigns in order to reach your goals quickly.

Thanks for reading Some good practices in paid advertising (PPC)

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