Hey guys, so I was reading an article on some PPC tips today and when I was reading some of the tips and tricks that the blog had listed I realized a lot of them just wasn’t true. Then I noticed the day, May of 2005! So I figured I would give a couple of my own PPC tips and tricks that are easy and very quick to implement.
Make Sure Your Ad Groups Are Laser-Targeted
This is especially true when using Google Adwords, but what a lot of people don’t realize is that is also very important when using YSM (yahoo search marketing) and Microsoft Adcenter.
Laser-Targeted Adgroups simply means that you make sure your keywords in each ad group are closely related. For example if you have a campaign about “Widgets” you would want all your keywords about “Red Widgets” in one ad group, “Blue Widgets” in another ad group, and “Green Widgets” in yet another separate ad group.
You’ve probably heard about this in Google Adwords and why its important because of their quality score, but most people don’t think too much about it when it comes to the other two major PPC engines. So why do you need to worry about this when using YSM or Microsoft Adcenter?
While YSM and Microsoft Adcenter doesn’t have much a quality score one very important thing that they do measure to determine what spot your ad is placed and how much that spot costs you per click is your CTR% (Click Through Rate).
Naturally if your ad groups are laser targeted, its going to mean that your ads are going to be targeted better also as each ad will relate to a specific set of keywords. This means, that your ads will have a higher CTR% because people know from your ad that they are getting exactly what they are searching for.
Use Your Display URL Wisely!
Another mistake I see people do in PPC is not using their ads display URL to their advantage. Let me explain what I mean.
So according to the last tip above you should now have your ad groups tightly targeted. So why aren’t your ads? Most people write their ads to go along with their keywords, for example again, if you have a group of keywords for “Green Widgets” then your ads for that ad group would also contain the keyword “Green Widgets” but what about your URL?
I would say 95% of affiliate would make their display URL for that ad Widgets.com when really they should have their URL as Widgets.com/Green-Widgets. Again, not only will this make your ad stand out a little, but it will also let people know they are getting something fulfilled that they were looking for so it will also increase your CTR% which we all know is very important if you’ve read the first tip of this article!
Avoid Your Homepage As Your Landing Page
Again continuing with the above tip, don’t send all your PPC traffic to the Homepage of your website. Instead you should have a separate landing page for each set of keywords. So as we said above if your display URL is Widgets.com/Green-Widgets your actual URL should lead to that page as well.
You should have a separate landing page for each group of keywords so you would end up with something like this for your URL’s if you use the example we have been using thus far in this article.
Widgets.com (Your Homepage)
Widgets.com/Green-Widgets (Your Green Widgets Landing Page)
Widgets.com/Red-Widgets (Your Red Widgets Landing Page)
Widgets.com/Blue-Widgets (Your Blue Widgets Landing Page)
Again by doing this simple step you can instantly increase your conversion rate and also convince your users even more that they are on the right site to fulfill their needs.
Remember this simple phrase…
Land People In The Relevant Place!
So that wraps up the first part of this article and I truly hope you’ll subscribe to our feed in order to make sure you’ll receive the next article as well!
If you have any suggestions or questions you’d like to see answered in the next part of this series please feel free to leave them in the comments below!