PPC is a hugely-popular platform, with more people than ever before embracing services like Google AdWords and Bing Ads. But, with so many people managing their campaigns on their own, they are starting to realize that PPC is a lot different from SEO.
Defining SEO & PPC
SEO is a simple process involving a series of steps designed to maximize your website’s rank for a set of keywords. While PPC might include a similar process of keywords and optimization, there is a middle-step that most people are yet to master; the AdWords platform itself.
Even if you’re supremely confident of your keyword selection, do you know how to set them up in AdWords correctly?
PPC Match Types
In any PPC campaign, you need to set up match types for each of your keywords. Unlike SEO, which simply relies on the Google Algorithm to read your content and make the best judgement for meaning and intention, AdWords requires you to tell Google what you mean to do with each keyword.
Do you want to reach users that have typed your keywords specifically? Are there variations that could also be relevant? What about the different ordering of keywords? All these things can be set-up in the AdWords platform, designed to save you time and money. Learning the right match types for each keyword is crucial, but only companies offering PPC can make a real difference.
PPC Keyword Grouping
With your list of match type keywords, you now must group them into individual Ad groups, with each group having their own Ad copy, aimed at enticing users to click through to your landing page. While it’s irresponsible to create a single Ad group for fifty keywords, it’s also foolish to develop 50 unique Ad groups for each keyword.
Instead, work to group your keywords organically into categories or topics. You are certainly capable of including single keywords into ad groups (known as Single Keyword Ad Groups, or SKAGs), but most importantly, you must ensure that keywords are discussing similar services or products. That way, your ad copy is more relevant, costing you less and increasing engagement.
The data analysis side of PPC is one that very few individuals possess. Looking at the performance of your campaigns is critical to further optimizing. Reviewing performance at various points throughout the day, as well as on individual days themselves, can help you minimize wasted clicks due to browsing or other behaviors.
Additionally, you can set negative keywords by review the actual search terms that had driven user engagement. If you believe that there are searches that could be made with the wrong intentions (not malicious, just different understandings), it can be highly beneficial to set these as negatives to avoid the expense. Continually reviewing these points is critical to ensuring you maximize your outcomes with minimizing your costs.