We are live blogging the next session here at Avvocating Orlando with John Gagnon of Microsoft on, “Advanced Pay Per Click Marketing”
Keywords are the most important thing for a business Pay Per Click (PPC) marketing. They can literally make or break an online business presence.
Reviews are also powerful in engaging customers when you are running PPC campaigns through Google and Bing.
The funnel that visitors find your site is very important when it comes to your PPC campaigns. People are often in various stages of research, and when they are researching they are often refining their searches and narrowing it down to what they want. For example:
Initial research: Lawyer
Specific Field: Bankruptcy Attorney
Location: Bankruptcy: Attorney Orlando
Specific Lawyer: John Smith Bankruptcy attorney
When it comes to ways to reduce the spend of a campaign and to better reach your targeted audience “negative keywords” are very important. You may be advertising for the word Lawyer. You are really showing up for anything related to Lawyers including, “Lawyer Jokes”, “Lawyer Malloy”, “Attorney General”. By using negative keywords you are able to limit those from showing and just target the specific exact match keywords that relate to your business.
Add groups and negative keywords will hugely impact your PPC campaigns for the better. Break ad groups into geo parsed groups and consider different bid prices for each group.
Your landing page must be relevant! When someone clicks on your ad your landing page MUST be good enough to keep their attention and attract their business. You want people to complete an action before they leave your landing page. At least they want to be able to continue navigating your current site after they have their questions answered on your landing page.
Q: Do tools like Spyfu and Keyword Spy provide accurate data about your competitors?
A: They automatically search for terms millions of times a day and they scrape the page to see who shows up for what ads and then they take that information and they run an algorithm in the back to try and determine what they think they are paying. These tools are inaccurate, but can be insightful. They are not as accurate as your actual portal in Microsoft or Google.
Q: How can you determine ROI while using PPC campaigns?
A: Most leads from PPC come in through a phone number. This can be very difficult to track the ROI on these leads. You could force your potentials through a form of some sort, but that isn’t optimal. You could pause your PPC campaigns and see if your business drops off, or ask your callers where they came from.
Q: Will AdCenter software be usable on Mac and Chrome in the near future?
A: Yes, it will come but probably in the next nine months.
Q: What are the ratio numbers between PPC and SEO/Organic?
A: It depends depending on the keyword. Certain keywords garner more clicks for the ads than Organic, and vice versa. There is no industry statistics on that.
Thats it folks!
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