Pay Per Click Management

Pay Per Click Management

Nowadays people use the internet to search for products and services. Long gone are the days when businesses would name themselves AAA Plumbing to rank higher in the phone book. Now it’s all about search engine results.

It’s true that SEO is the long-game way of ranking higher in search engines, but to get quick immediate traffic from users searching for the specific product or service you provide, there is no better way then PPC (Pay Per Click) Ads.

PPC ads target customers in the consideration phase of the conversion funnel, so they are “in the market” and much more likely to purchase.

At Starkey Digital Marketing, we have been managing PPC Campaigns for over 8 years and refining them to not just meet expectations but exceed them. If you want to maximize your paid traffic advertising piece of your marketing puzzle, then it takes proven campaign management to do so.

Don’t just get clicks, get results.

Conversion Funnel

Paid Click Campaign Structure

Campaign structure can make a huge impact on the effectiveness of a paid search campaign. It’s important to understand the objective of each campaign and setup the budget and adgroups to target specific keywords and landing pages.

Some campaigns are a simple structure with one main campaign, several ad groups and a few hundred keywords. Other paid search strategies are designed to tackle a broad group of products with an elaborate campaign structure including dozens of campaigns, hundreds of adgroups, and thousands of keywords. Each type of paid search strategy offers advantages and disadvantages. The larger the structure, the more cumbersome it can be to maintain and optimize.

It’s important to understand the type of conversion and the goal of conversions when setting up campaigns. If it is an e-commerce conversion goal then the keywords may need to be more focused on deeper into the conversion cycle, whereas if the conversion goal is more lead based then the keywords might be more broad.

Keyword Match Type

Keyword match type is critical in narrowing search queries to match for only the keywords you want. Google would love to see all of your keywords be a broad match where any remotely related keyword will render your ad, whether or not it is even related to your content. It’s important to remember that Google wants the advertising $ and makes no promises of conversion results.

Advertisers however want a return on investment, or ROI from their advertising dollars. This means you need to make sure that you spend money when sending qualified traffic to your website. If your traffic is not hyper targeted, then your results will be lackluster and mediocre at best. It’s important to use a PPC Company that specializes in hyper targeted keywords.

There are four main keyword match types:  Broad Match, Modified Broad Match, Phrase Match and Exact Match

Broad Match:  Includes misspellings, synonyms, related searches, and other relevant variations

Modified Broad Match: Contains the modified term (or closer variations, but not synonyms) , and in any order

Phrase Match: Contains a keyword phrase, and close variations of that phrase

Exact Match:  Must match the exact keyword specified

Most often we use a combination of modified broad match, phrase match, and exact match keywords to maximize ppc traffic. We don’t recommend using broad match keywords in most cases.


Negative Keyword Lists

Just as you want your ads to show up for specific keyword phrases, you also don’t want them to show up for unrelated keyword phrases.

For example:  If you are running an ad for a real estate agency to get clients, you wouldn’t want your ads to show up for “Real Estate Jobs” or “Real Estate Course” as these are not search queries from people in the consideration phase of the buying funnel, and they are not likely going to use the services of a real estate agent.

Adding negative keyword lists are critical to exclude keyword terms that are not related to the specific product or service and to send more qualified traffic to the business.

Make sure to view the search query report in Google Ads and Microsoft Ads to ensure that any irrelevant search terms are setup as negative keywords so that your ads don’t continue to show for unrelated search queries.


IP Address Exclusions

Did you know that in Google Adwords you can exclude certain IP addresses and prevent your ads from showing to those IP addresses?

This can be beneficial to keep employees from accidentally clicking on ads and costing you money. More importantly, this feature can keep competitors from clicking on your ads and wasting your ad budget.

This is a strategy we are familiar with and can implement on your PPC campaigns.

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