Top Five PPC Techniques We Learnt Yesterday!
Yesterday the Custard Media team were treated to a day of advanced PPC super-training, and even though we like to think we offer a pretty darn good pay-per-click service already, it opened up a whole new world of opportunities for our clients.
Custard’s Top 5 New PPC Techniques!
1. PPC is selling, not optimising
With SEO, it’s all about optimisation – getting keywords in the right place. With PPC, there’s much less focus on optimisation and much more focus on selling – this is an advert after all. This means that simply repeating the keywords used in the search query isn’t going to cut it. Instead, the trick is to use the description text to get across your USP, for example:
search query: [nike trainers sale]
There’s no point repeating the exact query in the title and description, that just looks spammy. Instead, we can give extra information to encourage people to click our ad, as seen below:
We’ve now not only advertised the fact that we have a sale on Nike trainers, but that there’s 50% off, next day delivery is available and using the display URL we’ve managed to crowbar in the fact that we’re offering free delivery too.
Our quality score (more on that later) won’t be affected by the fact we’ve left out the word ‘sale’ because Google uses synonyms to determine relevance, so words like ‘reductions’ and ‘50% off’ will ensure our ad appears highly for the ‘sale’ keywords.
2. Distinguish buyers from browsers
A lot of people bid the product they sell, e.g. [guitars]. This is one of the quickest ways to lose money, because a large proportion of people using this search term just want to read about guitars – what we call informational search. Buyers search differently, using more specific terms like [fender guitars], [pink guitars] etc. Being the number one ad for [guitars] is an exercise in vanity and because you’re not relevant to many of the searches you appear for, you’ll get a lot of clicks that don’t convert.
3. Remember Quality Score
Entering a maximum bid of £5.00 doesn’t mean your advert will cost £5.00 per click. It just means that you’ll appear higher than someone whose maximum bid is £4.99. The cost per click is decided on your quality score – the higher your score, the lower your CPC, because Google still wants to show the most relevant ads and doesn’t simply want big companies bidding their way to the top.
Quality score is largely determined by click-through rate, so pause those underforming adverts or your overall score will be negatively affected. Ad relevance and (to a lesser extent) landing page relevance also play a part.
4. Use the Google Display Network
Making use of this option allows you to appear on sites that use Adsense and are related to the content of your ad. This means you’ll be seen by users who are likely to be interested in your product, which provides critical exposure for your brand. It’s cheaper than a regular ad too.
5. Remarketing is a HUGE opportunity
Ever visited a website, left it and then seen a related ad on a completely unrelated site? It’s not magic, it’s remarketing. One of the best ways to get targeted traffic is to follow users around after they’ve clicked your ad and decided (for whatever reason) to leave the site without buying.
Remarketing allows you to tailor your ads, meaning that if someone puts your product in their basket then leaves, you can show them a 10% discount voucher on the next site they visit. A great way of snatching conversions from the jaws of missed opportunity.
With all these new ideas, our customers are sure to see a positive change in the ROI of their PPC campaigns, and we can’t wait to see the results!