I want to try some Google PPC ads on other sites but don't know what i'm doing.
-
We have seen a massive drop in traffic this year and i am contemplation using banner ads to try to increase sales and also to help with marketing. the problem is i know nothing about doing this. I have used it in the past but to limited success and i was just stabbing in the dark.
I have a few questions.
- Am i better to target keywords related to the product or to the people who may buy my products?
- Is it better for direct sales or brand awareness?
- What kind of ROI can i expect if i get it working well?
- Is it better to pay for the big keywords or pic all the low hanging fruit?
- Does it work?
- Should i employ an expert, are they worth it?
Any insights into the world of PPc would be a massive help.
-
Hi Mark
I'm assuming it only banner ads which you are looking advice with.
We started banner ads a few weeks ago, with mixed success (so far). I would recommend remarketing, it converts well. I would guess there is a little bit of cannibalation going on, but I still think it works (reminds customers of you, and make you look like a big brand)
Because of our industry the categories/topic are usless to us. (In my last job in the furniture industry, we found the categories/topic more useful)
The Keywords are very tricky because you will find you ads appearing on sites that have little to do with you business, just happens to have the word on the page. So far we have not had a conversion yet from keywords, but a free "ad seen and converted". I'm also having problems with analytics's picking up all the banner clicks, but I think its because of a quick bounce (analytic does not even get loaded to record the bounce)
I would start with a very small range of keywords and monitor it closely and use negative keywords and block site that are no good to you (flash game site are the worst for 100% bounce rate).
We started in on region, and once we are happy with the banner campaigns we are going to expand them out (we are already going to expand the remarketing campaign as its working)
Hope this helps
-
Mark,
First this is a great question and I truly appreciate your being real and saying hey, I am a bit lost here. Everyone gets lost in this world and by saying it you help them out.
Premio Oscar gives a lot of good advice here. He is exactly right IMO. For you and your business, I would suggest you take a couple of small steps and then go forward as the way seems to point. A cautionary is that when one says 'qualified' it can mean many things when a salesperson is in front of you. Here is what I would tell you if you are a small(er) business person.
First, if the company you are going to do PPC with has: A directory, a book, etc. I would pass.
If the company does it all SEO/PPC/WebDesign AND they do not tell you which keywords they are buying, show you true Google Analytics/Adwords docs on same and the spend is a fixed monthly amount on a term contract, I would pass (OK, I would laugh and then pass).
By qualified, based on the answer he gave I believe PremioOscar is saying: A person who is devoted to PPC or a firm that has people who can tell you: we created this ad group, it goes to this landing page, (Question them if it is just a page on your site and especially your home page), we are spending this much as our max per click, etc. Our spend resulted in these specific KW's doing well and these sucked. etc.
You want someone/ some firm who is a pro. If they are pushing you into contextual they have to tell you the breakdown of % contextual (search partners, adsense) vs. search and they HAVE to tell you what they have included and WHY and just as more importantly - what they EXCLUDED. (Otherwise you will be on every dog and pony site in the universe and you will get traffic...that does not buy.)
If you have ever worked with an agency, you have likely paid fees like 18 to 20% of the spend and I will tell you that if the fee is that low and you are not spending 5 figures plus per month or more, you are underpaying and that should bother you (unless maybe it is a lone individual who is adwords certified or particularly bright and has little or no overhead). I would expect to pay 30% and pay it gladly - disclosure I work in an agency (please do not take this as a pitch - I am giving disclosure only - I cannot take on your PPC). The reason for the 30% is again, PremioOscar's: _It does work if done properly, but it takes time, patience and a hell of a lot of DAILY work. _There is no BARGAIN true ppc in my opinion. Aggregation of a 1000 clients into $500 + per month spends typically means there is no transparency, it's mostly contextual or on "their" properties, and the commission they are actually making is well above 30%. Did I say Well Above?
Premio's comment about the work, patience, and time is great; I have not seen a better cautionary lately.
I wish you success, thanks for a great question to start the day,
Robert
-
Hello there,
If your experience in PPC is very limited, I'd suggest you to seek help from qualified people otherwise you might end up spending lots of money without getting anything out of it.
Before getting started on keyword research you need to define your target audience, how do they search your product? what queries do they type (data available from analytics)? Who are your competitors? What are they doing in terms of PPC?? BUT first of all you have to define your objectives! Why do you want to do it? Drive traffic? Increase awareness? ROI?
After you have set your objectives you can decide what sorts of keywords you want to target (for example if traffic is want you want, you might be targeting general keywords; if sales is what you want, you'll be looking to target long tail keywords.
PPC campaigns work for both sales and awareness, depends how you do it and depends on what your objectives are.
The ROI you can get depends on many variables, and it takes a bit of time to get the ball rolling and create a very well optimized/organized account that makes money
Paying for High Volume keywords or Long tail ones depends once again on your objectives. (and budget).
It does work if done properly, but it takes time, patience and a hell of a lot of DAILY work.
In my opinion if you are not experienced in it, seek advice and help from professional, setting up account and campaigns is a crucial part of your future success.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
304 "If Modified Header" Triggers Error in Google Ads?
We have a client who is launch some Google Ads campaigns, and they recently asked us to fix 304 "Errors" on their website as per this feedback: "When we inspected the website we came across a number of 304 status errors. In order to get the ads running, we will need all of the website domain status codes converted to 200. “ Of course, all of their website pages return a 200 Status, it's just the HTTP headers that additionally clarify with a 304 Response (not an error). Has anyone else ever run into this issue with Google Ads? IMHO it makes no sense to remove this functionality. Google has even recommended in the past to use this it: https://webmasters.googleblog.com/2008/11/date-with-googlebot-part-ii-http-status.html Thanks for any tips or feedback!
Paid Search Marketing | | mirabile0 -
How to improve good ppc campaign?
Hi guys, I'm managing PPC campaign for one of my client.
Paid Search Marketing | | EdmondHong87
Its locksmith campaign in the US, so you can imagine that the competition is very high. We are getting really good results. almost 50% conversion rate, all the keys are in average position of 1.5, the quality score is high (between 6-10),Search Lost IS, is really low. Everything split to group, zip code, cities, for mobile or desktop... basically everything is going really well. BUT as we always want to increased the results and like all if us we have the presser from the client to improve and get more results, i feel that im a bit stuck. What other stuff i can do to improve\extend the campaign ? Any tips are more then welcome!0 -
PPC Adwords Trademark Protection
Hi Wheres the form for filling in/registering your brand with Google for trademark protection in adwords ? I can only find an infringement/complaint form, which given no one currently infringing i imagine will be pointless filling it in. I understand its possible to register trademark with Google in the first place If someone can direct me to the exact page will be much appreciated ? Many Thanks Dan
Paid Search Marketing | | Dan-Lawrence1 -
Best UK PPC management company
I'm looking to outsource my PPC management and would love some feedback on which companies are worth paying for this service? I'm worried as there are so many cold calling scam artists out there and I want to choose the best company for the job. I have been considering "Adrac" as they only charge when they save you money! Sounds too good to be true so I'm automatically sceptical. Can anyone vouch for Adrac or suggest a better/different company?
Paid Search Marketing | | niallfred0 -
Google CPP
I'm having some issues setting up a Google CPP extension, and am looking for help. I just set up a new ad group with a call extension. The bid for CPP is high enough to cover the adword bid plus $1 for the call. However, it is saying that the ad is ineligible. Research is leading me to believe that you need to have 25-40 clicks on an ad in a month in order to qualify. This will be difficult provided the budget and style of the ad. I also have another ad group under the same campaign. That has 79 clicks in the last month. Google is marking this ad as ineligible as well. What do I need to do to make the ad eligible? Anyone have some advice or something that I've missed? The ad extension itself and phone number have been approved. Thanks again for your help!
Paid Search Marketing | | DeliaAssociates0 -
Convince me I need a professional PPC service provider
Very new to SEO and somewhat new to PPC but I have managed a few campaigns before for an old website. I am very good with numbers, calculating ratios, conversions, etc. I have a strong analytical and business mind and the theory behind PPC makes sense to me. I know my target audience very well. I am an expert in the that field but I am not an expert in PPC. I am just starting out with a very small website advertising myself as a professional consultant in my field. The thought of spending extra money on a PPC guru when that money could go into my site or pay for visitors is a little scary. Do you think I can learn and teach myself all the tricks of PPC or is this an area where it really makes sense to hire an expert to do the work for me? My budget would be small at first ($500 or less per month) so every little dollar helps. Thanks.
Paid Search Marketing | | frankthetank21 -
Isn't a product page a Landing Page?
Before starting a new ppc campaign, I am working on making my site landing pages Relevant. I see some ppc experts suggest separate, noindex, landing pages. But aren't my dynamically generated product pages landing pages- They have a call to action "add to basket" button, a big photo, and orignal detailed conent- prodct description - below all that. Sometimes I would like to advertise we have a broad selection of a Vendor's line- so then my natural landing page is a categegory page with thumbnail photos and the call to action is clicking the photo or product name to go to the specific product page. Can an experienced adwords person help me understand this better? Do I really want/need to create seperate ppc landing pages? What would the difference be? Thanks as ever Handcrafter
Paid Search Marketing | | stephenfishman0 -
Where are the URLs in Google top ads coming from?
I'm not sure if this new but I noticed it today: Some of the ads that are displayed on top of the SERPs have a title, and then their web address, separated by a vertical bar. For example (see image): Coffee Beans Online | CoffeeBeansDirect.com The same ad, when displayed in the side bar (see 2nd image) doesn't contain the web address. I expected that because if you count the letters in the ad, including the 'coffeebeansdirect.com' it exceeds the amount allowed for a google ad. My question is: How did it get there? There's no room to distinguish between top ads and side ads when you write a new a new ad in adwords so where did it come from? Plus, notice that both CoffeeBeanDirect.com and ROASTe.com use caps that are not used in the green link at the bottom. How did Google know to present the url that way? 549sR 4tAnb
Paid Search Marketing | | 5225Marketing0