PPC Keyword Management Strategies

April 21, 2016

“ROI” in French denotes to king and “ROI” in business denotes to the king of financial acronym standing for “Return on Investment”. ROI is the raison d’être (Reason to be) of a business. In a setting where time equals money, it makes perfect sense because as a business, you need to know whether the value that you receive for an investment of time or money is worth it. Understanding ROI can really spell the difference between failure and success of a company. Same is the case with PPC (Pay-per-click) management too. The leads you receive from PPC should provide you a healthy profit for your business. With ROI calculation, you can learn how much profit you make by advertising with AdWords.

For those not in the know, Pay-per-click (PPC) is an Internet Marketing platform in which advertisers pay fee every time their ads is clicked by the targeted user. It uses search engine advertising to generate clicks to your website, rather than “earning” clicks organically. PPC advertising is one of the many ways to get more visitors to your website and in turn for getting more leads and customers. PPC campaigns can be profitable for your business only when PPC ads are based on the right keywords. Key to high ROI for your business is finding high quality, low cost pay per click keywords.

Check out some of the best strategies for PPC keyword management to you can get the best bang for your bucks.

Review Competitors’ Ads & Websites
Learn from your competitors. Competitive analysis offers an idea on how to create a targeted campaign. You can review your competitors (how they create ads and how their ads perform) and then create your own ads accordingly. You don’t need to emulate everything your competitors are doing but you can learn what to do and what not to do from your competitors when you are creating targeted campaigns.

Use Clear Call to Actions
‘Shop Now’, ‘Shop Here’, ‘Call Us Today’, ‘View Our Store’, ‘Shop n get discounts only today’, ‘Today’s deals’ etc. are some examples of call-to-action. As the word itself suggests, call to action means words that can attract and urge target audience to take desired action. The CTA should be short, action –oriented, located in an easy to find place and easy to understand and follow. Generally, Call to actions should be added to the last segment of your ad as usually they are your final instruction to your audience.

Good Writing
Good writing is essential. This should go without saying but you won’t believe the sheer number of people who ignore this all-important point. Just stuffing the AdWords with keywords is not enough. Write an interesting but short description about your products or services. Make sure your grammar is proper, your spellings are correct and language is appropriate for your target audience. It will help your audience to understand clearly what your products and services are all about and it will lead them to take desired actions.

Dynamic Keyword Insertion
Dynamic keyword insertion allows keywords that are entered by the searcher to be dynamically inserted into the ad. It creates more targeted ad which may be beneficial for your business.
To understand more on how many keywords should you have in each ad group when running an optimised AdWords account, check out our CEO Aromal Rajagopal’s answer on Quora.

Targeting Audience based on Location
Pay per click advertising allows you to target your audience based on their location/country. You can use global paid advertising tool when you are advertising a service/product that can be used globally. And you can also take advantage of the targeting tool by selecting which countries you want your ad to be displayed to.

Design an Impressive Landing Page
A landing page should be clean and graphic oriented. If your landing page looks professional and is user friendly, it can do wonders for your business. Design the landing page with the 8-second rule in mind, keep it clutter-free, ensure the navigation is easy, use high resolution images and make it scannable. Landing pages, is where you’re sending traffic to from your PPC ads and so a strategically designed landing pages is essential to increase your quality score and improve your Ad position and to ultimately gain leads. Learn more on how you can create better Landing pages here (https://staging.carmatec.com/learn-technology/landing-page-optimization-tips/)

Use Campaign Research Tools
Campaign research tools such as SEMRush, VisualThesaurus, PPC Campaign Builder, the classic Google Keyword Planner, and Ubersuggest will help you save your time and also lets you create good campaign.

Increase Mobile Bidding
Ensure that your ads are seen on mobile devices as it will increase the click through rate for your campaign. When you increase the cost per click for your mobile bidding, your click through rate will be higher. Since, the cost per click for mobile bidding is less than desktop, it will give better ROI.

Remove Negative Keywords
Work to understand the keywords which are not producing the types of results you want. You can find list of standard negative keywords on the internet. But it is always advisable to review your keyword report to remove negative keywords.

Get the best out of your PPC campaigns by carefully monitoring your PPC ads and incorporating best practices. Remember if done rightly, PPC campaigns can really spell wonder for your business ROI.

Check out whitepaper on How to Maximize the Return on PPC Advertisements here!