Pay-per-click ads on Google are expensive. Before starting a pay-per-click ad campaign, you should make sure your ad will be able to generate the most number of leads for the lowest price possible. Here’s how you can do that.
- Come up with a list of negative keywords
Think of words that your target market is most likely to use when they're looking for something on Google. The problem is that not all people who type the keywords related to your business actually want to buy your products. Some of those who click on your PPC link might even find your content irrelevant. When these people leave your site, that defeats the purpose of your ad. Thus, while you are thinking of keywords to use, you should think of negative keywords as well.
Google lets you add negative keywords to your ad’s settings so it won’t appear in search results involving those keywords. For example, you decided to add the phrase “cheap shoes for sale” in your negative keywords list. This means that your ad will not appear in the search engine results of those who entered “cheap shoes for sale” into Google’s search box. You can also use words that are commonly used by your competitors as negative keywords.
Combine your negative keywords with the most relevant, unique, and intuitive keywords you know your potential customers are most likely to use. This will help your PPC ad appear in the search engine results of those who are most likely to respond positively to your ad.
- Balance your keyword list of “exact match” and “broad match” type of keywords
When you click on your AdWord’s “search term” tab, you may notice that some of the search terms you are paying for don’t lead to desired conversions, as your ad appears in the search engine results of the wrong people. Negative keywords help narrow down the search terms in which your ad will appear, as will knowing the difference between “broad match,” “exact match,” and “phrase match” keywords.
If you are confident that your brand is strong and popular in your area, you can use exact match keywords, because people may already know you and the products or services you offer. But if there are already a lot of people using those keywords, or if there are only very few people who are likely to use them, they won’t be as effective.
Broad match keywords let your ad appear even in the search engine results of those who make spelling mistakes. The obvious disadvantage is that broad match keywords will also make your ad appear in the search engine results of the people who aren’t interested in what you’re selling.
Phrase match keywords are somewhere in between broad match and exact match types. They will enable your ad to appear in search results that include some of the keywords in your phrase. You will need to have a list of relevant keywords that fall under each type of keyword there is, and strike a balance among exact match, broad match, and phrase match search engine results.
- Don’t forget to adjust your ad’s schedule
Most business owners and marketing managers forget to adjust the default settings of their ad, which is set to “show ads all days and hours.” The implications of this oversight are enormous, as it is equivalent to keeping the air conditioner turned on all day, even when there’s no one in the room who will use it. Simply put, it’s a waste of money.
What you need to do is to make your ad show up during business hours or at times when your target audience is most likely to see your ad. For example, if you’re into the restaurant business, you may want to schedule the release of your ad two hours before breakfast, two hours before lunch, and two hours before supper. Brush up on your analytics data to see which times of the day and which days of the week your target audience is most likely to look for the product or service you are offering and set your ad schedules accordingly.
If you’re looking for a digital marketing agency in Cambridge, we’re happy to help create a marketing plan that works for your business. Get in touch with us today!