PPC - Pay Per Click Management

Without the foundations of a good keyword research plan, any AdWords campaign will operate in-efficiently no matter how complex or well constructed the ad copy or bid management is set. Choosing the best keywords to focus any investment on is crucial, ensuring that the phrases selected are most likely to result in clicks and conversions. This is a process that all SEO & PPC specialists should begin with and combine this information with knowledge expressed by the client on their customers and marketplace. This way we can construct effective ads that show up at the right time and in the right place.

SEO Moves walks through, step by step each part of the process ensuring we are maximising the effectiveness of all of our PPC campaigns. Truth be told, we don’t understand every single marketplace out their or specific customer behaviors, but with the combined effort of a business owners knowledge and SEO Move’s insight into searching online, all of our campaigns have improved conversion rate by at least 35% which resulted in a reduction in cost by an average of 66%.

Keyword grouping is a top level strategy adopted by organised PPC specialists who want to achieve budget effectiveness across the entire campaign level. By keyword grouping into specific campaigns and ad groups, you begin to work on a process called Latent Semantic Indexing, identifying sub-related keywords to a chosen subject. Identifying ‘LSI’ keywords and placing them into specific ad groups, you begin to bolster and strengthen that particular ad.

By doing this, you are able to improve quality score and therefore increase the budget effectiveness of your campaign (by paying a lower cost per click).

When it comes to campaign and ad group structure, keyword grouping and latent semantic indexing, then the SEO Moves PPC specialist team are here to help in identifying these groups.

To be it simply, you have 2 lines of ad copy text to convince a potential visitor to click on your paid advert. This is hard, especially if you operate in a saturated PPC marketplace and have maximised all avenues of ad extensions. However, with SEO Moves AdWords qualified specialists, we are able to carry out effective A/B testing on your ad copy, ensuring that we understand the thinking patterns behind certain keyword phrases; these are known as customer choice factors (CCF’s).

Is it the cheapest price you’re customer is looking for? Free delivery? 24/7 support? Whichever marketplace you operate in, there’ll be a list of CCF’s that will help bolster your advertising campaign.

Our team of content marketing specialists work with our partners to create targeted and effective ad copy, maximising budget effectiveness and click through rates.

The use of tailored and effectively constructed landing pages in Pay Per Click channels can significantly increase conversion rates whilst lower cost per click. The overall goal is to create a closely conjoined relationship between the ad and the content of the specific landing page, thus, increasing quality score and the message match for humans and Google’s AdWords algorithm.

However, many organisations fail to do this and point adverts at pages that aren’t tailored to a specific keyword group. This then leads to a reduced quality score, a reduced conversion rate thereby increasing the chance of the campaign not converting. This can then lead to the belief that the keyword group is no longer worth targeting and in many cases, the opportunity is then missed.

SEO Moves PPC experts can create tailored landing pages (also known as squeeze pages in certain types of industries) which effectively correlate and match between a users search query and exactly what the Google AdWords algorithm are both looking for.

Quality Score is term thrown round by many Pay Per Click specialists. To put it simply, Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. The use of quality score it to determine your cost per click (CPC) which is multiplied by your maximum bid to determine your ad rank in the ad auction process. Therefore if you have a low quality score, then to improve your ad rank, you will naturally have to bid higher than what is expected. On the other hand, if you have a high quality score, your CPC can be lowered whilst still resulting in same ad rank position.

The quality score metric can be improved via a number of processes. It is calculated by analysing your ad copy and comparing it to the content specific within the page that the ad is linked to. Therefore, if you sell ‘blue cars’ and you link to a page which sells ‘red cars’ then your quality score will naturally be lower than that of linking to a specifically related page.

The key to improving quality score is structure and understanding how Google’s Pay Per Click algorithm system operates, something which SEO Moves understands and have been regularly working with over the last 7 years.

Managing your pay per click advertisement, no matter how small, should always have a few hours of management each month. The benefits of having an SEO Moves PPC Consultant monitor and optimise on a monthly basis outweighs the cost if you didn’t, whilst improving ad rank, click through and conversion rates.

If you would like to specifically talk to an SEO Moves PPC consultant then please use the contact form and we will be in touch shortly.