PPC Basics

Whether business is good or bad, you will always ask yourself the question, how do I increase my conversions?

Before you dive into the analytical side of PPC, go back to basics and make sure you have these 5 points in place.

* For the sake of this article, I will be using a shoe retailer as an example.

1.       Account Structure

This is the foundation of a successful PPC account. So many people go wrong by creating 1 campaign, with one ad group and hundreds of keywords. This is not the way to do it, especially if you’re a company with multiple services or products.

A campaign should house several ad groups that are of a similar nature. So, if I sold various brands of trainers, examples of campaigns could be a brand of trainer (Nike, Adidas, Vans, etc.) and the ad groups could be the models of trainers (Nike Air Max 1, Nike Roshe, Nike Air Jordan etc.).

The more granular the account, the better. It also makes account navigation and monitoring a lot simpler.

2.       Keyword Selection

So you have the structure in place; keyword selection is next. If you sell products or offer a service, make sure you select keywords that are specific to you, don’t pick keywords that are too generic or vaguely related to your business.

The use of long tail keywords can be highly successful. I sell Nike trainers, but only specific models, so I would stay away from using ‘Nike trainers’, as it covers a huge range of merchandise.

I would use keywords of the models I sell, and trial those with call to actions, sizes, colours and sex:

  • Call To Action: buy nike roshe trainers
  • Sizes: nike roshe trainers size 7
  • Colours: blue nike roshe trainers
  • Sex: mens nike roshe trainers

Selecting long tail keywords that are relevant to your business, and what you deal with, will have a noticeable improvement on account stats, traffic quality and conversions.

3.       Negative Keywords

This is something that is missed by a lot of advertisers. Negative keywords filter out poor quality impressions and clicks in PPC accounts when advertisers use broad, broad match modifier or phrase matching keywords.

For example, if I didn’t sell trainers in a particular colour or size, then they can be used as negatives. Other common negatives across industries are ‘information’ ‘forum(s)’ ‘review(s)’, which stop potential visitors who are looking for information rather than those looking for a purchase, which will be more likely to convert.

Run a weekly search query report and review past search data to find new negative keywords, this will ensure that you don’t waste money in the future and continue to improve conversions.

PPC Basics - Keywords

4.       Adverts

Make sure the ad copy is relevant to your keywords; include keywords in the advert, whether that’s through using keyword insertion in the headline or the keyword in the description lines.

The job of the ad copy is attract potential business, and stop the time wasting visitors arriving at your website. Implement some of the following to your ad copy:

  • Offers/discounts: Attracts visitors.
  • Prices: Pre-qualifies a visitor, and can keep away time-wasting visitors.
  • Call to Action Phrases: ‘Call Now’, ‘Order Online’ are good to use as it lets a visitor know how they can interact with you.
  • Areas: The areas that your service can operate in will reduce time wasting visitors.

An example of an advert for Nike Roshe trainers:

Example PPC Advert

All of the above will impact the quality of visitors to your website. This is your chance to sell your service/product, so make it count and stand out from your competitors.

5.       Choice Of Landing Page

Finally, make sure you choose landing pages that will suit the visitor best. Advertisers will make the mistake of sending a visitor to the home page, and then leaving it down to them to find what they are looking for.

Browsers want to find what they are looking for straight away, they don’t want to click around a website, their attention span is small and they will go elsewhere if they can’t locate what they want quickly.

Landing pages can be determined though advert level or keyword level. Note: keyword landing pages will overrule advert landing pages.

Also, make sure your landing page reflects what is mentioned in the advert, so if a price is displayed in the advert, then that has to be matched on the landing page, as it will affect quality scores and the behaviour of the visitor when they land.

All of the above are PPC basics which get overlooked, so start with these, and they will set you on your route to successful a PPC campaign. Once these are in place, then you can advance to ad extensions, using analytics and other tools at your disposal from various PPC platforms.

To find out more about getting started with a paid search campaign, take a look at Passion Digital’s PPC Services Page.

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