Paid Search Marketing
The following is a guest post by John Lewis, one of WordStream's client services representatives. John helps customers overcome challenges and hone PPC performance.
Pay-per-click marketing is a continual process and there are always ways to expand your presence and improve performance. The following are five ways you can explore different PPC opportunities even after you have thoroughly segmented your keywords into an effective structure:
1. Advertise on the content network: A good form of spreading your brand name to a relevant audience. Select verticals of websites that are related to your product to reach out to the most qualified audience. A study conducted by Forrester indicates that display advertising in the content network increases brand awareness and results in higher click-through rates (CTR) in your search-network campaigns.
2. Spread your PPC initiatives to other search engines, including Bing and Yahoo: comScore indicates that Bing’s presence has continually increased in the market. Additionally you may find that there is a more qualified audience using one of those search engines, which could result in a better conversion rate and cost per conversion. You’ll want to continue advertising in Google due to a high search volume (70% market share), but be aware of possible higher conversion rates or lower costs in other engines.
3. Add new keywords: Develop your current keyword group structure even further by detecting relevant keywords that you’re not currently bidding on. Use WordStream’s Free Keyword Tool and add related terms to your research. You can also explore new categories that you may not yet be targeting.
4. Improve your click-through rates:
a. Apply more negatives:
- Review new keywords from your analytics and search query reports. In particular, check for search queries that were matched to your ads, but are not semantically related enough to belong in your ad groups. You can find a number of unrelated terms and synonyms that you do not want your ad to be matched against.
- Perform a search in Google’s Keyword Tool for one of the keywords you are bidding on. The results are related terms and synonyms that Google finds relevant enough to prompt your ad. This is a good way to pick out negatives and prevent your ads matching on irrelevant terms.
b. Improve text ads with A/B testing: Review the performance of your ads. Pause underperforming ones and try to beat the better performing ads’ CTR. This way you're always striving for more compelling text ads.
5. Improve conversion rates: Enhance your landing pages to make them more conversion-friendly. Ensure your landing pages are relevant to the ad group and have iterations of the keywords that define that ad group. Ensure the conversion process is as easy as possible. Place the conversion form/download/purchase right on the landing page to avoid too many steps to find and convert. If the conversion is a form, have as few fields as possible. Avoid too much clutter on the conversion page, and be sure you reinforce your value proposition.