How to Create Keyword Competitive PPC Ads

In a pay-per-click (PPC) ad campaign, it is essential to not only choose the right keywords, but to utilize these keywords and phrases effectively. By doing so, you not only reduce the cost-per-click (CPC) of the ad via a much improved Quality Score, but you are also better able to follow keyword use trends and adapt to market changes with agility and speed.
Keywords are the lifeblood of any PPC ad. When chosen with care and then incorporated into the ad group, description, and landing page(s) of the ad, they increase the relevancy of that ad. Increased relevancy leads to a better Quality Score, which is used as a major parameter for setting an ad's CPC on advertising networks like Google AdWords, MSN adCenter, and Yahoo! Search Marketing. Also, increased ad relevancy leads to improved Web user experience and targeting. Finding the right audience for your PPC ad in turn increases the chances of visitor-to-customer conversions and bigger profits for you.
While the benefits of a keyword-matched and relevant PPC ad are many, the mechanism for achieving such optimization is not always apparent. However, by following these six steps, you will be better able to achieve such optimization, reach your target audience, and generate more conversions.
Organize your ad groups.
A PPC ad group should hold no more than 25 keywords/phrases at a time. This allows you to organize the keywords around smaller themes and better focus on the original intent of the ad. It also saves time on analysis, since the number of reports that are run per ad group is reduced. A shorter analysis time allows you to stay current with market trends and change target keywords quickly and easily.
As a bonus, using smaller keyword groups has a good chance of improving your Quality Score. Because paid search programs like Google and Yahoo! take the ad group relevancy and targeting into consideration when calculating Quality Score, a tighter ad group will usually reduce ad CPC and improve ad placement on the search engine results page (SERP).
Write targeted ad text.
On any SERP, there will be anywhere from 10-15 PPC ads vying for a Web user's attention. In order to make your ad stand out, you will need to write targeted ad text that is beneficial to the visitor. To this end, it is essential that the ad text remain relevant to the chosen keywords, since it is the keywords themselves which the Web user searched for and is hoping to locate in your ad. You can accomplish this task by incorporating those target keywords directly into the ad text. This is certainly easier to do if you have no more than 25 total keywords in the ad group. Also, don't forget to provide a call-to-action, and announce special deals and/or sales in the ad.

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