Your work is only just beginning after you launch your campaign. To get the ROI you need from your campaign, it is crucial to determine the strongest keywords within your AdWords campaign as soon as you have actionable data. The only way to keep your campaign strong enough to meet your goals is to regroup and analyze the performance of your keywords. This can seem daunting, especially if it is your first AdWords campaign. Fortunately, there are several simple ways to analyze and pin down high-value keywords within your campaign without relying on any expensive tools or secret tricks.
1. Pay attention to your click-through rate
If your CTR is low, your keyword selection and corresponding copy isn’t inviting clicks. This could be from poorly written ads, or mismatched keyword grouping. Your bid price goes up if you mismatch keywords with ads, further diminishing your ROI, so pay attention.
An easy way to boost your CTR and improve your ads readability is to use the {keyword} variable to generate a headline or sub headline for your ad based on the related search. To utilize this variable properly, you also need to choose a keyword for Google to fall back on if someone searches for a word or phrase that exceeds the ad text character limitations. The code is then {keyword:replacement text}. If you don’t choose a proper keyword that matches up with the text, it can confuse your audience.
Using Google’s keyword matching system is an important way to make your keywords work harder and improve your click-through rate. The fact is your audience is more likely to click on ads that reference their specific search query.
Utilizing Google’s keyword matching system, you can control how Google chooses whether or not to display them on a certain page of results. Search for bids on keywords with these variations to refine how your keywords target your audience:
Keyword = broad match
[Keyword] = exact match
“keyword” = phrase match
Eliminate any quote when you enter your keyword to match it as broad a search as possible. Add the square brackets, and Google will match your keyword to a search of the exact phrase. Use quotes, and Google will match the words to the specific sequence they are entered. This further refines when your ad appears, further increasing the potential for a higher click through rate. Of course, there is no reason no bid on all three varieties to improve your results!
2. Experiment with keyword grouping
How many ad groups have you created? Your PPC campaign’s success hinges on connecting your target audience with the correct ad. If you are only showing one ad regardless of the keyword entered into Google then you are setting yourself up for failure. This is a major reason for low click-through rates. Take the time to create different ads based on your keyword groups. Make sure they make sense! And make sure they match.
If you are using too many keywords, usually over 20, you could be aiming too broadly with your keywords. Create new ad groups and refocus your keywords and their corresponding ads.
Also as important, is creating more than one ad for your group of keywords. Creating two or three ads is a great way to test your copy and see which ad is sharpest. This is also a great way to test how dynamic your keywords are, and what kind of language works best for them.
3. Pay attention to your ROI
Are your keyword purchases putting the right ads in front of the right crowd and creating conversions? If not, your keyword choices are either too broad or too specific.
Usually, it is the broader, short tail keywords that are problematic. They are usually high cost and high risk because they appeal to a broad audience. Short tail keywords do not necessarily create more conversions because they lack actionable phrasing. Stick with specific phrases and similar keywords. These long tail keywords are better for your ROI, generally being cheaper and stronger at connecting your target audience and creating conversions.
4. Compare your conversion rate to your landing page
If your conversion rates are low, your keywords and your landing page might not be meshing. It’s also possible that your keyword usage on the landing page or your call to action is weak. Sometimes all the keyword strategy in the world can’t make up for a dud of a landing page.
Start by tightening up your copy by keeping things relatable. Make sure to buy words that match the audience’s intent on their journey from the search, to your ad, to your landing page. Take a look at what your competitors are doing. Compare your keyword choices with the choices of your competitors. How do they stack up? How does your copy and its use of keywords stack up? Are your keyword choices matching the ads you’re writing?
5. Use conversion tracking code to see which keywords are working and where
Google will supply any advertisers with a conversion tracking code that can be placed into certain parts of your site code to monitor whether your click-throughs are creating the desired effect of your campaign. You must place the code after the point on the page you want your audience to reach. This is crucial so you can accuratly track the visitors who reached your call to action or email sign up list, not just visitors to the page. Your keywords and their integration into the copy will have a large role in creating conversions while serving as a handy tool for gathering data to manage your keyword selection and usage.
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