Everyone needs PPC help, and this series is part of our blog post series to help you improve your paid search campaign in 10 days. Guest Post by Bethany Bey of PPC Hero Negative keywords are an essential part of any PPC account. I mean do you really want to serve your daily deal coupon ads to people searching for the dietary habits of polar bears ? Adding negative keywords to your account will help filter out irrelevant traffic, but if all your doing is running a search query and adding the strange/odd searches to your account, you’re missing out on a lot that negatives have to offer. For the rest of this post, I’m going to pretend I own Pretty Princess Clothing, a store that sells girl’s clothing for babies, toddlers, and kids.
On the heels of Google's blow-out Q2 2011 earnings announcement last week, we wanted to find out the most expensive keywords - what keywords demand the highest costs per click and are most competitive in terms of high search volume. Since the vast majority of Google's profits come from AdWords advertising, these high CPC keyword categories are responsible for a large part of Google's profits. The results of our research are illustrated in an infographic of the most expensive keywords .
Back to contents page It’s your agencies job to ensure that your PPC campaigns are structured and running as efficiently as possible, but it’s your job to ensure that your investment is being spent as wisely as possible. Here’s a check list I’m using to make sure that my clients are getting great value for money from Epiphany and that there are no obvious areas for improvement. Run through the questions below with your PPCer to make sure you are testing all avenues: Are you including the actual search query in the ad itself?
If your ads display on irrelevant searches, then either you get clicks and waste money (as the searchers are very unlikely to convert), or you don’t get clicks and CTR drops (which affects Quality Score and therefore your CPC). So how do you stop this? Part of the answer is choosing keywords carefully – be careful with general terms and use modified broad-match where appropriate – but for the best performance possible you need negative keywords to target your traffic properly. 1. Search Query Reports The most obvious way, but also the most important. Look at your search query report and see what terms your ad is actually displaying for.
This post originally appeared on the American Express OPEN Forum , where Mashable regularly contributes articles about leveraging social media and technology in small business. Pay-per-click (PPC) advertising is key to most online marketing campaigns today, and it's often expensive and overwhelming. If the tedious nature and large time commitment required to run a successful — or even unsuccessful — PPC campaign has got you down, you are not alone. However, a good ROI makes it all worth while. Here are 10 tips to help improve your PPC campaign in hopes of a gaining a greater ROI and making the whole process more enjoyable and fruitful. 1.
Trada is doing a blog post series on keywords. Last week: Intro to Keywords . Next week: Negative Keywords . Join Trada for an upcoming webinar on Crash Course on Keywords - Weds., Dec. 15 at 11 am MT. When using keywords in paid search, you can enter keywords in multiple formats to determine exactly how keywords will trigger advertisements. Four formats that can change how you implement keywords are broad match, phrase match, exact match and negative match.
posted by Kearby Chen and Mark Ballard | May 26, 2011 | 1 comment In a paid search program with thousands to hundreds of thousands of terms it is common for an appreciable percentage of keywords to have very low impression volume or to receive no impressions at all. For these cases it is important to understand whether this is an indication of a remediable problem or if the keyword simply has low search volume. In the AdWords interface, Google provides several pieces of information at the keyword level to help make that determination. Here are a few things to check for and some tactics for fixing the noted issues. “Rarely Shown Due to Low Quality Score” – If you see this status you can dig a little deeper into why Google has given your term a low Quality Score by hovering over the speech bubble in the status column.
posted by Kearby Chen | June 13, 2011 | 21 comments Regularly researching keyword opportunities and expanding your term list is critical to the success of a paid search program, but knowing when to delete keywords with low potential is also an important consideration in managing PPC accounts at scale. Why Delete Keywords at All? In addition to the engines having finite account size limits, keyword lists, especially in large, mature accounts, can grow to an unwieldy size as new keywords are added throughout the years. This can make it more difficult to quickly enact time-sensitive changes such as promotional copy additions and intraday bid adjustments. Thousands of additional keywords translate into hundreds of additional adgroups and internet and search engine API bandwidth limitations restrict how quickly requests can be transmitted and processed.