Target Your PPC Ads With Specific KeywordsWriting by Nick on Monday, 30 of July , 2007 at 2:26 pm
Did we really need a study to tell us PPC is most effective when the keywords match? Why else would they ask you to designate keywords?
But here it is anyway.
Here’s the interesting part:
(Pilgrim’s take) In one study that tested ads for Encyclopedia Brittannica, ad titles that contained both ???Encylopedia??? and ???Brittannica??? converted 2.5 times better than ad titles that contained only Brittanica.
Based on my own PPC campaigns I know this is true. The more targeted your ad the more effective it will be. This has always been an important advertising maxim. It’s even more important now that you can actually track your results. Not only can you track the effectiveness of your PPC ads, but you can track the effectiveness of each keyword in the ad and that is the winning number in this.
(Pilgrim’s take) This study quantified something that any sophisticated PPC advertiser probably already knows???you should try to match your ad titles as closely as possible to the search terms that you are buying. Be as specific as you can, using brand names if possible.
OK, let’s repeat ourselves. Match your keywords as closely as possible. Otherwise, you’ll get fewer click throughs. Be specific. No-brainer, huh?
A little less of a no-brainer, though:
(Pilgrim’s take) Using indirectly related keywords generated traffic but with a much lower click through rate and conversion rate.
Too many PPC advertisers expect great things from mediocre ads. If you have an unrelated keyword you might get a few click throughs. But most of your best click throughs will come from keywords in your PPC ads that match exactly the keywords search for at the search engine. That should go without saying, but not as many people think that way as should. If you are targeting people searching for pink bikinis, for crying out loud, make your PPC headline “Pink Bikinis,” then include that phrase again in one of the two lines of your ad. You’ll be much better for it, I promise.
Affordable Internet Marketing Services, including Design, Pay Per Click, Blog Marketing & More! For More Info Call Expert Nick Stamoulis at: 877-295-0620.
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