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AdWords Paid Search "Secrets"
Succeeding with paid search depends on understanding three basic principles: * how search engines choose to match a search query with a keyword
* how to improve conversion rates on the landing page
* the auction is CPM, so CTR is crucial to reducing spend Google is a good example, as the dominant force in paid search, in most countries where it operates. The default keyword matching type for Google is "Broad Match". If you put in the keyword "sport", then Google will gleefully map that to searches for "football", "tennis", "shooting pigeon", "hockey stick", "clubs", "puck of pucks hill" and anything that has any slight relationship to sport, even if only a single word is related to sport in some faint way. It will also match your competitors and may mention suppliers and clients, if they are conceptually identified with the keyword. If you choose a non-default option such as "Exact" or "Phrase" match, then you run the risk of missing poorly spelled searches, searches with the words in a different order (which can explode the complexity of generating phrase and exact match keywords. You end up with lots of the same words in different orders in the hope of capturing interest. On the other hand, if you prevent Google from showing you on search queries where you know that the advert and web site won't work, you can prevent wasted clicks and wasted spend, and you can increase the all-important CTR, letting the advert move up for the searches where the keyword is a good fit. Instead of playing with bidding wars and closely monitoring the bid, which is a technical exercise, play the marketing card - and understand how searchers with specific searches are looking for subtly different things. Improve the landing page and you can improve the conversion rate. If you can generate two or three times as many sales per visit, then you can afford to increase the bid for each click. Finally, success often comes from one subtle behaviour of search engines. The auction is really a CPM auction. The organisation prepared to pay the most money per thousand impressions, gets the highest ranked advert. If your advert is better written and more appealing than that of your competitor, then you can get a higher CTR. A higher CTR means a lower average cost per click - compared with the old CTR, that is. Success comes from using negative keywords to prevent appearing on searches that simply can't result in a sale, improving conversion rates to allow a higher bid, and improving the CTR of adverts so that the paid price decreases. Bidding strategies play a part in large scale, high volume business with rapidly moving inventory, but the major variation of impression volume and price is Google's tunings, not competitive activity. Don't waste time worrying about bids - work on improving advert copy and landing pages.
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Contributor's Note
Jeremy is one of the leading respondents on the AdWords Help Forum and an analyst for a search marketing business in the UK with a handful of high profile clients.
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The copyright for this content entitled "AdWords Paid Search "Secrets"" has been specified by the contributor as:
All Rights Reserved
This content may not be copied, distributed or adapted by anyone under any circumstances.
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This intel was contributed by JezC
JezC
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May, 2012
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