How to
create effective Ad Campaigns. Hint: it starts with your Keyword Research.
How to create Effective Ad Campaigns. Hint:
it starts with your
Keyword Research!
Anyone can do basic keyword research. And even if one can not do basic research
they can buy keyword lists or hire this work done for them. The true value of
this keyword research is realized only in what you do with the list.
This article focuses on using your list to create targeted ad campaigns for
Google AdWords. The structure of your ad campaign may mean the difference
between running profitable campaigns and paying through the nose for
non-converting clicks.
Pay Per Click (PPC) is very tricky now days. If you visit any related forums
you will find entry after entry of marketers losing money on PPC ads. This does
not surprise me. I do 100's of searches each week on a wide variety of keywords
and find many common mistakes being made. Probably one of the most common is
irrelevant or non-targeted ad copy.
This article is not about ad copy. Instead let's focus on the structure of
your ad campaign.
Ad relevance is a term used to define how closely tied your ad is to the
actual search term entered by the user. The more closely your ad relates to the
actual search term the more relevancy Google awards your ad.
So, what does this mean to me? It is simply Huge!
Very briefly, the more "relevant" Google views your ad the higher your Google
Quality Score. The higher your quality score the higher your ad placement while
at the same time you will pay less then ads placed below yours. I have seen many
case studies that prove the impact of "relevant" ads versus more generalized
ads. The savings is as much as 50% per click without sacrificing ad position,
not to mention the fact that the more relevant ad receives more clicks than it's
counterpart.
Fortunately Google helps us create highly relevant ad campaigns. Well, at
least they make it easy for us to do it ourselves. Here is what you should do.
Let's say you have a keyword list of 100 keywords and phrases (maybe it is
1000 keywords, it doesn't matter). What you need to do is separate these
keywords into like groups. For instance if your master list includes "free" in
any keyword phrases, make a group that contains the word 'free'. "Buy" could be
another group. Best and Top are also seen often and should be grouped
accordingly.
Maybe you see occurrences of 2 or more words in many of the phrases. Great,
more targeted groups! The objective here is to assign each of your keywords
(phrases) in your master list to a keyword group. You may end up with 3 or 4
keyword groups or you may have dozens. It depends on how many keywords you want
to work with. How long is the tail?
Each keyword group is actually an Ad Group for Google AdWords. That's right!
Create your main campaign and then create an ad group for each of your keyword
groups. You will have very targeted and "relevant" keywords for the
corresponding searches.
The final step in this high powered campaign is to try your hardest to write 2
very specific ads for each of your ad groups. Most marketers fail miserably at
this. I just did a search for 'affordable seo' and found an ad for a copywriting
service. Related yes, targeted absolutely not. (not only that, neither one of
the keywords appear in the ad copy) I wonder how much they are paying per click?
Write specific targeted ads for 2 or 3 of your top keyword groups, launch the
ads and then come back and finish the rest.
Warning: Please monitor your clicks. This is real money you are
spending. Using the technique described above will most assuredly get you tons
of clicks. Be realistic with your advertising budget and your expectations.
Gold members have access to case studies, free tools and detailed information
applicable to AdWords campaigns and PPC advertising. Keyword Research and Affordable SEO is only part of what your Membership
includes.
Back to Directory
How does
this work?
Gold members login to the members area to request and pay
for reports. This is very simple and quick. Depending on the
file size of your reports we will either email them to you
or send you a link to
download the zipped file(s).
Take a look at the request Form |
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