pay per click campaign
Using Ad Group Separation To Identify Your Target Audience
Although you’ll never get relevant PPC traffic from all your keywords there will be times when a broader keyword surprises by converting. This can happen when the keyword is matched to a site holding an audience that doesn’t exactly fit your normal profile but still returns you some excellent results. An example of this would be if your business was a fashion design school and you were using keywords such as ‘fashion designing’ and ‘fashion design’ in the ad groups. These are likely to show your ad on fashion advice websites, fashion design game sites, and anything else related to fashion design and fashion. These may or may not convert well for your ad but its still worth introducing these types of keyword to your pay per click campaigns as the audiences on these sites may prove to be a suitable audience in the long term. By testing these keywords you can inadvertently discover new target audiences that respond well to your ads. It is also a good idea to separate the above types of keywords from others, such as ‘fashion design college’ and ‘fashion design school’, as Google recognises them as different things and they will attract different sites. There have been some new options for predetermined audience targeting, which are available for some PPC advertisers now. These help you to target specifically the audience you seek rather than relying on a complicated algorithm to match keywords to sites with relevant content. At Click Consult we have an expert team who can help you to develop winning PPC campaigns.
Tags: getting traffic from PPC, keyword traffic PPC, pay per click campaign, target specific audience
Keep Track Of Your PPC Account Data
One of the positive aspects of PPC campaign management is that pay per click advertising is easily tracked and monitored. By linking your PPC account to a data program such as Google Analytics you will instantly widen your available data so that you can really get to grips with who your user is and how this target audience find your ads. Having data is one thing, but it means little if you don’t analyse it. Be proactive as using data can help you stay ahead of shifts in the account and will also highlight any opportunities. At keyword level look at your performance history You may have good account performance, but it may not be as good as it could be. Regardless of how well you perform, you can always achieve greater heights by checking your keywords to identify patterns and shifts at a more detailed level. Do a comparison of the top performing keywords looking at this month to the previous month. Keeping month-to-month accounts of your keyword results will help you to isolate any industry changes as well as changes to your user profile and their buying behaviour. Compare year on year data To get a wider picture you need to access a larger amount of data. You can do this by pulling out your monthly key metrics and displaying it all on one page. Go back to get a handle on any trends over that time. At web marketing company Click Consult, we can help support your PPC account management with feedback and analysis.
Tags: changing keywords, pay per click campaign, PPC account management, ppc analytics
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