Pay per Click – ‘Pyramid of Relevancy’ - Pay Per Click (PPC) Management

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Pay per Click – ‘Pyramid of Relevancy’

January 2nd, 2008 by Mike

In previous blogs, I have talked about the different areas within Pay per click which are identified while going over a new client's briefs. Importance of effective landing pages, in depth research of negatives keywords and even effective allocation of budgets.

Today I would like to write about, what I feel is most fundamental part of getting pay per click right. It's what I like to call the 'Pyramid of Relevancy'.

I see so many of people's campaigns where the keywords contained within ad groups have no relation to each other, not to mention any correlation with ad text.

One of the first things I like to identify when building a campaign is the customer’s areas of focus. What they want their Pay per click campaign to do for their website. Identifying the different areas helps us with our keyword research to find the most effective keywords to use in our campaigns. The key is to split out these keywords in to separate ad groups based on relevance. If we look at a campaign from the user’s perspective, the tip of the pyramid will be the ad text. This is what the user sees when they enter a keyword and this will decide whether or not they click on the ad and are directed to the website.

Underneath this are our keywords, what term the user has typed in, in order to gain an impression of our ad. There is no point in appearing for one thing when a user is searching for another, the ads need to be relevantly targeted.

Below this we have our ad groups, the keywords should be split out into relevant ad groups, once again to ensure the ads are targeted to the keywords the user has typed in.

It is so important to have this principle in mind when building your pay per click campaign, and I believe if you stick to these principles then you can’t go too far wrong.

ClickConsult.co.uk – An expert Pay per Click (PPC) Management Company with over 25 years combined PPC Management experience. Contact us for more information or call 0870 145 1017.

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