Top 3 Misses in PPC Strategy – Why Your Paid Search Campaign Isn’t Driving Conversions

Apr 21 2015 | Overground Overground

61% of B2B marketers believe that the biggest challenge they face is generating high-quality leads. Could your Paid Search campaign be causing this challenge? Pay-per-click (PPC) advertising is a great way to place your company in front of your target audience with the right message at the right time. As more companies enter the paid search channel, are looking for PPC tips to help drive greater value from their investment.

In Google PPC advertising, there are many factors that determine when and where your ads are shown, but the advertiser has control over the majority of them. The problem is determining how to boost your ad placement to the top of the search engine results page and stay there, at the lowest cost possible. With moving pieces such as cost per click, quality score, and landing pages relevancy, optimizing your paid search campaigns can be difficult.

1. Adjust Keyword Match Type

One of the biggest mistakes PPC advertisers make is using the wrong match type for their keyword set. In Google PPC advertising, there are three keyword match types:

  • Broad
  • Phrase
  • Exact

Broad match keywords are helpful when you are testing out a new keyword phrase or determining if a keyword matches the search behavior of your target audience, but they should only be used for a short period of time. These keywords can have lower click through rates (CTRs) and higher costs which can limit your paid search budget.

For example, the keyword “wireless” can mean many things in a search query, such as “wireless phone,” “wireless internet,” or “wireless network.” Using “wireless” as a broad match keyword may not reach your target audience, so you would want to use a phrase or exact match keyword that does.

An easy way to optimize your keyword match type is to look at the search terms report. If a broad match keyword shows up continuously, add it to the account as a different match type. Changing a keyword to phrase or exact match can optimize its relevancy to the search query, ad copy and landing page copy which could increase the quality score and decrease the keyword cost.

2. Optimize Campaign Alignment

Account organization is important for a PPC campaign. An account should have campaign, ad group, ad copy, landing page, and keyword alignment to maximize its performance. In Google PPC, advertisers are rewarded with a higher ad position and a lower cost per click (CPC) for developing keywords and landing pages that are relevant to their target audience’s search queries. The main factor that affects the relevancy of your campaigns to your keyword set is ad rank. Ad Rank is Quality Score x Max CPC bid; and quality score is calculated using CTR, conversion rate (CVR), and landing page relevancy.

An easy way to optimize relevancy is to create campaigns and ad groups that are related by topic. For example, when promoting a new product, you may want to use paid search to highlight an overview, features, and pricing. Instead of creating a new campaign and ad group to promote the product, you would want to create a new campaign with multiple ad groups highlighting the product name, features and price separately. Aligning the campaign and ad groups by topic allows you to create very specific ad copy and landing pages relevant to your targeted keywords.

3. Utilize Ad Extensions

Ad extensions are a quick and easy way to increase your ad’s visibility in the search engine results page. They are priced the same as a click on an ad, and they allow advertisers to include more information. There are six types of ad extensions:

1. Call Extensions – Allow you to place a phone number in your ad and a click to call CTA in your mobile ads.

2. Location Extensions – When linked with Google My Business, location extensions allow users to see and get directions to your closest store location.

3. Sitelink Extensions – Provide links to other pages on your website that are related to the original keyword and ad copy.

4. Callout Extensions – Allow advertisers to highlight key offers easily in the ad, such as Free Shipping or 24/7 Service.

5. Review Extensions – Shows third party reviews of the advertiser to help provide additional information to the user.

6. App Extensions – Allows users to download an application directly from the advertisement.

Implementing ad extensions is a simple way to increase your visibility in the search engine results, and their campaign tracking is built directly into the Google AdWords reporting you already monitor.

Follow these PPC tips to improve the performance of your paid search campaigns. For more ideas or to learn about B2B demand generation, contact the Overground team today. If you are looking for more help with Google AdWords, visit their support page.


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