Once again, we’ve eliminated more wasted clicks from the mix. Therefore, we should see our conversion rate and cost per conversion metrics in these ad groups improve as we continue to focus on getting only the most relevant visitors to our website and more intelligently spending our precious PPC budget.
There’s a big temptation that PPC managers need to stay away from, especially when first building an account. The temptation is assumption. (And yes, we all know what happens when….) If you assume, you can waste a lot of time building out a campaign that you will just have to spend MORE time fixing later.
If you have a PPC account, as you read this you are paying for wasted clicks. Visitors that aren’t really interested in what you offer are coming to your website and you’re paying for them. Isn’t that frustrating to know? The bad news is that the nature of PPC won’t enable you to ever totally eliminate this from happening.
What’s the best keyword research tool out there? Google’s? WordTracker? Keyword Discovery? Actually, none of them. The best keyword research tool is a broad match keyword in a PPC account.
Have you ever gone into your PPC account, found a keyword that isn’t showing conversion numbers that are up to par and then make the decision to delete it? If so, you may have cost yourself some business because of what is called “conversion attribution.”
If you are spending your whole PPC budget on what works, you are falling behind. Almost every author or speaker on the subject will tell you that as soon as they are ready to publish their book or deliver their presentation, the information has changed. This industry, like most of the world, is moving fast.
A common mistake I seen made when reviewing PPC campaigns is the failure to match keywords with their correct landing pages. Why does this happen? Probably because people are taught that their ad groups need to contain keywords that have similar words in them. What? Isn’t that right? Well…yes…and no.
It is true to an extent; but only to the extent that each of the keywords that you are grouping as similar should be landing on the same landing page. Ad groups should be organized not only for keywords, but also for landing pages.
when organizing your ad groups, ask the following two questions of your keywords:
1. Are the people using all of these search queries looking for exactly the same thing?
2. Should all of the people searching on these terms land on the same landing page? Or is there a better option available?
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