Pay Per Click (PPC) Management
PPC’s Lazy Landing Pages Part II
(2 votes, average: 4.00 out of 5)Filed under: Pay Per Click (PPC) Management by Mike @ 8:43 am
Last week I was discussing the merits of keyword destination URL's within your pay per click campaign. I am of the opinion that dynamic keyword insertion falls under the same bracket, being useful in lazy pay per click.
Now I know this sounds like a bold statement.
The key to any pay per click campaign is the quality of the keyword research and build of the account. As such, your ad groups should be so specific that each keyword within that group is highly relevant to the other.
When looking at writing your ad text for you pay per click, it's important to find the right balance of keyword density for quality score while still being compelling enough to appeal to the user. This is really the selling point of dynamic keyword insertion. You can have the searched keyword included in the Ad title if it is 25 characters or below. The benefit being that your title is now wholly relevant to the users initial search query.
The downside of this method is that it provides no quality score; Google doesn't view the relevancy as earned as their system is providing it.
If you campaign is split out as much as possible and the keywords are all around the same area of relevancy then static titles are much better suited as they will provide greater quality score against their dynamic alternatives. Like anything in pay per click, testing all the variables is important to find the optimum methods for performance. Testing an ad with a dynamic title against those with static will provide you with the best way of testing what works best for your pay per click account.
Related posts:
- What is Google Quality Score?
It has always been known to everyone within the world of pay per click, but one thing that has really struck me this week while managing my client's accounts is just how much grey area surrounds quality score. First let's look at a brief version of Google's explanation of Quality... - Quality Score And Its Implications On Your PPC Campaign
Quality Score is a metric that Google uses in order to determine the overall quality of your PPC ad and website. A low quality score indicates an ad that needs improving and while you may still acquire some visitors you will have to pay more per click for a similarly... - Poor Pay Per Click – The Big Boys
I read an interesting article yesterday discussing the merits of irrelevant ad text from big players within the consumer market, companies such as Amazon, eBay, Shopzilla etc. This started me thinking and after doing some research I discovered many more examples of bad pay per click campaigns being run by... - Yahoo’s Quality Index and Google’s Quality Score, Hints and Tips
Yahoo and Google basically have the same idea as to what a quality score or index entails and how to calculate it. Both are a measure of how relevant the ad is, and both reflect the needs of users by taking into account the various relevancy factors and click through... - Lazy Landing Pages on Pay Per Click
In my eyes the most important part of any Adwords pay per click campaign is the building of the account. The more research that you carry out the better the pay per click campaign is going to be, there is no room for being lazy on an account. One aspect...
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The key of a successful PPC campaign is the quality keyword research and build of the account. All the ad groups should be so specific that each keyword within that group is highly relevant to the other. Every used keyword should be relevant to the site’s content.
Effective landing pages are the keys to ensure that you have a successful pay per click campaign. Include your keywords in your keyword list, in your advertisement, and in your landing pages. Deliver quality rich contents in your ad and on your landing page and you will get more clicks and increase your sales.
Quality rich landing page helps to reduce the cost of each click. The various things you should have on your landing page like, create an effective landing page, use your landing page to sell a product through landing page and allow visitors to download a trial version of your software.
Optimizing landing pages for free search engine traffic is a critical step towards success. All of your landing pages must be optimized for the search engines because it’s an easy way to make money without spending any money.
If you are writing your ad text for your pay per click it’s very important to find the right balance of keyword density for quality score while still being compelling enough to appeal to the user. Always use searched keywords in the ad title and the characters should be below 25.