Five Tips To Organise Your PPC Account For better Optimization

Source : PPC Hero

In this post I’d like to go over five best practices for keeping your PPC accounts organized for optimal performance

1. Create an outline before you begin to re-organize your account or before you start a new account.If you don’t have a clear idea of how you want to organize your account you could waste a lot of time setting up campaigns and ad groups, then come to realize that’s not how they should be set up. I’ve included this tip in this post because it is one problem I have encountered in the past, and having a clear direction or outline before I get started really helps.
2. Keep your keywords to a maximum of 10 - 20 for each ad group.There is much talk in the forums about how many keywords one should have in each ad group. Some say 2 or 3, while others say 50. The best practice here is to limit the number of keywords in each ad group so that you’re targeting your customers with ads that display exactly what the customer is typing in as their search query.
3. Keep your Higher Converting Keywords together.Google reps. suggest one way to optimize your account is to keep your highest converting keywords together, and move all under performing keywords into their own ad groups. A lot of people start out their account with a keyword dump into each ad group. A keyword dump is basically adding every version of a keyword that not only you can think of, but what the keyword tools offer as well. Then, once a few weeks have passed, you can then determine which keyowords peform best, keep them in that ad group, and move all the others. This will help your click-through rate in the ad group overall, as well as your quality score.
4. Separate your Content Network Keywords from Your Sponsored Search. The content network audience is a completely different audience from search. Adwords takes all your keywords in an ad group, and comes up with one over arching theme. That theme then triggers your ads to display according to a like-themed website. The best thing to do is turn off the content network in your sponsored search ad groups. Create a new ad group just for the content network and make sure each keyword group is based on one theme. Your keywords in the content network ad group should be more general to help ad sense advertisers recognize your theme. Don’t just copy your keywords from your sponsored search ad group and paste them into a different ad group with only content network on.
5. Organize your account based on customer buying patterns. One way of organizing your account is to base your campaigns and ad groups off customer buying patterns. People who begin their search online looking for a new keyboard will start with the most general of terms by nature. For example,” keyboards.” As their search continues, they realize what they really want is a wireless keyboard. So their next move is to look for a ‘wireless keyboard’. The longer they continue to do their research online, the more long-tail and specific their keywords get. For example, one could start with, keyboards > wireless keyboards > Dell wireless keyboard > T490 Dell wireless keyboard. Your most general terms will get the most traffic, but those people are more than likely just beginning their research. Bid lower on general keywords. As their search terms get more long tail and specific, you can begin to bid higher. Organize your campaigns/ad groups into these different buying patterns.

Long Tail And Latent Semantic Indexing (LSI) Keywords

by Star Smith

If you want to get any kind of traffic to your website or blog, you must use keyword phrases in your content.

Is this the only way to get traffic?

No, but it’s the best free way to attract visitors to your site.

Using a free or paid keyword tool, you will type in the word you want to target and see what results come up. Usually you’ll get a long list of keyword phrases that you can use for your content. At first glance this list looks great, but are all these phrases really going to produce the results you want?

No.

The next step in your keyword research education is learning about Long Tail Keywords and Latent Semantic Indexing (LSI) keywords. These are two additional elements to keyword research that you must know in order to get the maximum results from your efforts. This knowledge alone can put you miles above your less informed competition.

Long Tail Keywords

While doing your online marketing research, you will often come across discussions about long tail keywords. Okay, so what are they?

Long tail means, not so popular or low hanging fruit. Basically some keyword phrases are more popular than others. The more popular phrases naturally produce the most searches, and therefore, the potential for bigger traffic numbers. However, because of their popularity, every Tom, Joe and Mary will be using them in their content.

This means that the competition to rank well in the search engines for the most popular keyword phrases will be pretty stiff. So, what’s an eager internet marketer to do?

Go for the low hanging fruit, of course. Yeah, this means you’ll be giving up huge chunks of potential traffic, but your odds of ranking in the top 20 for those phrases are pretty slim to begin with so, why not give yourself a better advantage?

You can dramatically increase your chances of ranking in the top 20 results by using long tail keywords.

Here’s how to look for these gems:

Lets use the keyword – mortgage.

You go to your keyword tool and type in – mortgage. You get the following results:

Mortgage rates = 9617 searches per day
Home mortgage – 1798 searches per day
Mortgage how much can I borrow = 298 searches per day
How low can 30 year fixed mortgage interest rates go = 19 searches per day

Okay, here’s how you’re going to analyze your results and quickly decide whether or not these keyword phrases are good choices.

Go to Google and do a search for each of the above keyword phrases – make sure you put them in quotation marks i.e. “mortgage rates”.

By using quotation marks, you’ll get an accurate picture of how many sites are using those exact same keyword phrases. The fewer sites using these phrases, the better your chances of ranking in the top tier of search engine results.

Here’s the results of our Google search:

“Mortgage rates” = 51,300,000 competing pages
“Home mortgage” = 43,300,000 competing pages
“Mortgage how much can I borrow” = 16,500 competing pages
“How low can 30 year fixed mortgage interest rates go” = 0 competing pages

Mortgage Rates and Home Mortgage gets thousands of searches per day, but look at your competition. Wow. There’s just no way you are going to rank well for those two phrases. The best thing to do is forget about them. Move on down the line to find some low hanging fruit.

Ideally, you want to find phrases that have under 50,000 competing pages.

Mortgage how much can I borrow has 298 searches per day and only 16,500 competing pages.

How low can 30 year fixed mortgage interest rates go has 19 searches per day and zero competing pages.

If your niche is mortgage and you put these two excellent phrases on your site, you will be in prime position to rank well. You may get less traffic for these, but these people are just as hungry for information as all those bigger traffic people. Using long tail keywords can result in getting highly targeted traffic to your site.

Latent Semantic Indexing (LSI) Keywords

LSI is something that is fairly new on the scene. Google and other search engines are now taking LSI into account when ranking web pages, so this is something you need to know about.

LSI is basically a set of related keywords that are sprinkled throughout your web page content, or article, in a completely natural way. These words tell the search engines that your content has a high relevancy value to people looking for certain information.

Kwbrows.com is a good free tool that can help you find LSI keywords.

Let’s find some LSI keywords for – mortgage.

Here are the results:

FHA, mortgage loan, second mortgage, mortgage broker, mortgages, interest, calculator, bank.

Using these words throughout your content, in addition to regular keywords, can result in higher search engine rankings for your website pages.

Online marketing Startegy-That WORKS

HI All,
In my previous posts I gave you an Introduction to most of the important Internet marketing tools, like search engine optimization (SEO), Affiliate Marketing, pay per click (PPC) campaigns, broader view of SEM.

In my future post I will give more focus on inside of all these internet marketing tools but before that I would like to draw your attention towards one of the mot important issue or concern faced by most of the advertisers that is low conversions.

There can be ‘n’ number of reasons of low conversion rate like irrelevant keywords targeting, bad creation of ad copies, poor message on landing page etc. etc.

But in my view all the online marketing consultants or service providing companies already have knowledge about all these issues so they work good on that but the place where they miss is something related to marketing and online activities.

Generally people take marketing and online marketing as two different domains but in fact no online marketing strategy can work until it is well merged with all the marketing and sales activities of the company or say business objectives of the company.

SEO (Search Engine Optimization), PPC (Pay Per Click) Advertising, Email Marketing, and Social Media Marketing are all critical components of online marketing, but they produce tangible results only when used within a well-designed framework of sound online marketing Strategy with clear business objectives.

Do you know why a large number of PPC initiatives fail today? Because of the disconnect between Online Marketing and Marketing: the online marketing team and the marketing team works separately.

Marketing > Business Strategy > Marketing Activities

Online Marketing > Promotion > SEO > SEM

But in real sense Online Marketing as an integral part of our customer’s core marketing strategy.

Business Strategy > Marketing > Promotion > SEO > SEM

So for having a great online marketing campaign any online marketer should align all his/her marketing activities with online marketing, and then look out your self how your online marketing changes his face.