Pay Per Click Advertising (PPC)
Optimising for Results
In its simplest form there are four steps when optimising an ad campaign and these are circular and therefore never ending.
1 Identify most valuable target users
2 Group keywords that users will search on
3 Test messaging for keywords
4 Measure results and costs
It is also important to set out your ad campaign goal, as the way you structure your ad can change depending on your goal.
Is your goal:
Sales - Higher Purchase Volume
ROI - Sales with High Profit Margin
Leads - Enquiries / Phone Calls
Sign Ups - E-Mail Address Submission
Branding - Increased Searches / Impressions
Lets use the example of the Google shop, first we identify our most valuable target users, in this case it will be accessories, office items and clothing. Next we compile a list of Keywords relevant to these areas as shown below;
Though all of these keywords are relevant to our goods they are to wide in range and the advert is to general, this will not result in good ad relevance, high CTR and thus will not deliver a high level of sales, therefore we can look to optimise this list by using more descriptive keywords, words such as Golf have to many meanings but using the term Golf Umbrella is far more accurate and can not be confused for another item. There is still room for improvement though, if we can break our single ad group into multiple ad groups then we can create a better campaign, in the next example you can see how the group has been split into three campaigns and each has its own ad which is more appropriate to the group;
Even though this is an improvement on the previous two stages there is still room for improvement, and the optimisation lies in the accuracy of the ad and the keywords used, as this group can be further divided we can continue to optimise the campaign by breaking it down into multiple ads;
The above example shows how we have taken a list of keywords and continually divided it into smaller groups of keywords until we have very precise ad groups and relevant ad text. Through using the keywords in the ad text we increase the ad relevance and thus have a better optimised ad.
If you would like some help with your PPC campaign then don't hesitate, contact a member of IT Pie now