Hello again!

Our host Matt Umbro (@Matt_Umbro) put together a great set of questions on this week’s pay-per-click topic on the “Google AdWords Keyword Tool”. The following is the transcribed Streamcap from the live chat.

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Week 2 of PPC Chat is in the books and what a discussion it was! This week’s theme was keywords. Everything from bid type to negative keywords was on the table. The chat began with a couple of questions about the different broad match keyword types.

Broad Match

Everyone pretty much agreed that AdWords modified broad match gives advertisers more control while still being able to cast a wider net.  Michelle Morgan commented that modified broad match makes it easier to target more qualified searchers while more importantly improving conversion rate over regular broad match.  Session based broad match on the other hand isn’t well received, especially when looking at search query reports.  Though we do see some conversions, CPA is sometimes too high to justify the exposed net.

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It’s not quite the GEICO tagline, but the message of saving money is the same.  By taking fifteen minutes to research pay-per-click (PPC) campaign negative keywords you will save money in the long run.

Usually you add negative keywords to a PPC account as a reactive measure.  In other words, viewing a search query report or data from your analytics is causing you to add the negative keywords.   The damage is already done since you have already paid for the irrelevant clicks.  What if you could add negative keywords to your campaign as a proactive measure?

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Adding negative keywords to any pay-per-click (PPC) campaign is a necessary ingredient for success.  You must be able to eliminate irrelevant traffic in order to get better quality visitors and spend your budget more effectively.  For the most part, negative keywords can be added at the campaign level, but to really get to the next level of targeting you must also exclude at the ad group level.

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Following up on my last post, an immensely valuable resource that can further hone the success of your pay-per-click (PPC) campaign is the Search Query Performance report. Often overlooked, this report provides valuable information that can ultimately increase the ROI and the number of conversions in your campaign.

The Search Query Performance report shows you actual terms that users have typed in to see your ads. You are also able to see metrics, such as conversions, clicks, costs, and impressions, for each of these terms. For example, if you are bidding on the phrase match of the term “office furniture,” you will be able to see what terms trigger your ads. You will find that some users type in this exact term, while others are also typing in such phrases as “large office furniture” or “wooden office furniture.” Remember, you are bidding on the phrase match of “office furniture,” so these other queries will also trigger your ads.

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