Posts Tagged user journey

The Broad Match Generator

Posted by Alan Mitchell in Techniques on May 20th, 2010

Google AdWords gives pay per click advertisers a wealth of tools to create, test and optimise highly-targeted pay per click (PPC) campaigns. One of the methods of doing so is through match type: exact, phrase and broad.

While exact and phrase match keywords are generally more controllable than broad match keywords, broad match can open up your business to a significant number of additional customers – those who might otherwise have been missed if only exact and phrase match keywords were used.

As we consider the pros and cons of each match type, we find that a balance is therefore required between the extra visitors broad match can deliver, and the quality of those extra visitors. In trying to find that balance, we consider a technique called the Broad Match Generator, which uses broad match search queries to generate new exact, phrase and negative keywords. We see how the methodical process of regularly analysing  search query data, to continually expand keyword lists and ad text relevancy (Broad Match Generation), can help take advantage of the opportunities of broad match while still delivering a strong return on investment.

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To Deep-Link Or Not To Deep-Link

Posted by Alan Mitchell in Techniques on October 20th, 2009

Landing page selection is an art.

When it comes to choosing landing pages for paid search ads, there is only one rule which must be followed: the page must be relevant to the user’s search query.

Other than ensuring a highly relevant user journey is delivered, there are no clear rules explicitly stating how a landing page should be designed, structured and styled, nor is there a landing page formula which works for everyone. Landing pages selection is about finding out what works best for your business, products, services, target audience, keywords and ads, through ongoing testing and optimisation.

Landing page performance will therefore vary depending on countless numbers of variables, making landing page best practice ambiguous. That said, it is important to be aware of the reasoning and implications behind any landing page strategy, to enable more informed landing page selection and more insightful testing and optimisation when comparing one landing page to another.

So to better understand the issues which arise when choosing landing pages, let’s consider one common dilemma which a large number of advertisers face: whether or not to deep-link.

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The 5 Benefits of Long-Tail Keywords

Posted by Alan Mitchell in Techniques on August 6th, 2009

There’s been a lot of talk about long-tail keywords in pay per click (PPC). You could say it started in the entertainment industry with Chris Anderson’s influential Long Tail article in 2004, but it wasn’t long before the concept became mainstream among search marketers.

Long-tail keywords are those low-volume, obscure, infrequently searched-for keywords that turn up in your search query reports. ‘Cheap remortgage for bad credit history’ is one example of a long-tail keyword. ‘Remortgages’ is not.

The theory goes like this:

  • Long-tail keywords, en masse, can provide significant search volume (high impressions)
  • Long-tail keywords have less competition than generic keywords (lower cost per click (CPC), higher click-through rate (CTR))
  • Long-tail keywords are more specific than generic keywords, so ads can be better tailored to match the searcher’s needs (higher CTR, higher Quality Score, less wastage from irrelevant searches)
  • People making long-tail searches are often further along in the buying cycle and more willing to buy than people making generic searches (higher conversion rate)
  • These lower CPCs, higher CTRs and higher conversion rates mean long-tail keywords can be extremely profitable (lower cost per acquisition (CPA))

So are long-tail keywords all they are cracked up to be? Are they worth all the time, effort and commitment they require?

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Relevancy: The Holy Grail Of PPC

Posted by Alan Mitchell in Techniques on July 18th, 2009

I’m going to focus my first post on what I believe is the most fundamental concept in PPC: relevancy. Giving users what they are looking for. Directing them to where they want to go. Answering their questions.

Why? Because paid search relevancy can pay massive dividends. Not only is a highly relevant pay per click (PPC) campaign more likely to receive a higher click-through rate (CTR), higher Quality Score, higher ad rankings, lower costs per click (CPC) and benefit from less wasted spend, but users will more qualified so bounce rates are likely to fall (the number of people who immediately ‘bounce’ back), conversion rates increase and return on investment (ROI) will ultimately improve. So a highly relevant paid search campaign is definitely a good thing.

To achieve PPC relevancy, keywords, ads and landing pages need to work together in tandem. Messages in ads need to match users’ search queries, landing pages need to match messages in ads and landing pages need to relate to users’ original searches. (For a more detailed explanation of how each component interlinks, you might like to consult Acquisio’s great article on AdWords relevancy and Quality Score).

Closely matching ads and landing pages to keywords to encourage only targeted and qualified users to visit your site is a simple theory, and one that’s been around since the dawn of Google AdWords.

So nothing new then – does that mean relevancy is no longer relevant?

Well, not exactly, for two reasons…

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