If you’re anything like me, building your first Pay Per Click (PPC) campaign was a daunting task. It’s possible you’re not sure where to begin or how to determine if your strategy is working. Fear not, I’ll show you some of the strategies and tools.
Every PPC campaign should have the goal to show your ads only to those potential customers who are most likely to click on them and then convert. You can achieve this goal by doing thorough keyword research. Keyword research is the cornerstone of any successful PPC campaign.
Keyword research is the process of finding search terms that are related to your product/service and which potential customers might type into Google Search Network. Relevance is important because Google uses keywords along with other factors to determine the quality score and placement of your ad.
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This whole process may seem easy. It is not easy to conduct keyword research. Every PPC campaign comes with its own set of limitations that can make it difficult. Let’s not make your experience too frustrating.
Google Trends should be your first stop when you are researching keywords. Google Trends was created by the creators of Google Search. It shows the search volume for a specific keyword relative to other search terms in different languages.
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Let’s take an example of a fitness app:
Simply by typing “fitness apps”, you will be instantly presented with multiple pieces of useful information for building campaigns. You can use regions to target specific areas and related queries can provide additional keywords that will help you build your campaign. You should keep track of all relevant queries, as they will be a significant part of the next tool.
The Keyword Planner allows you to enter your product/service along with any relevant keywords into the platform. This will generate a list of similar keywords. The Keyword Planner is more than Google Trends. It shows the average monthly searches, competition levels, and suggested bids for each keyword.
This data will be used to start the campaign-building process. You should pay attention to the average monthly searches and the competition level. It may be tempting to believe that keywords with higher monthly searches will bring your ads to more customers and increase conversions. Although this may be true, high keyword volumes will limit your budget and stop your ads from appearing whenever they could.
High competition is when many competitors bid on the keyword. There are also major fluctuations in the cost-per-click. These keywords can increase your costs and put a strain on your budget.
The average monthly searches for the keyword “fitness” are more than 1.2 million. This volume of searches will result in exorbitant prices, even with a low bid of $0.54. To keep your budget in check, you will want keywords that have moderately high search volumes and low competition.
Once you have compiled the necessary keywords, the Keyword Planner lets you export your data so you can build the shell of your PPC campaign.
Search Query Reports
Let’s suppose you have done all the research and your ads are up and running. You may be ready for the reward of all your hard work, but the best campaigns are constantly being optimized.
Analyzing search queries from Google AdWords is one of the best ways for new keywords to be discovered for existing PPC campaigns. You can find this information by simply going to the AdWords interface’s ‘Keyword’ tab, selecting ‘Search Terms’, and filtering for queries that have been transformed.
These reports will show you exactly which search terms were used to trigger your ad. They also include the number of clicks it received and the conversion rate. What makes this report so valuable?
This information can help you find long-tail keywords which have been proven to convert. These long-tail keywords should be added to your campaign with higher bids and exact match keywords.
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It should be done regularly. Your campaign will become a well-oiled machine if you continue to implement this method. You’ll be able to achieve your goal of a successful campaign.