Managing Pay Per Click Keywords
When it comes to search engine marketing and paid advertising, a lot of people have trouble managing pay per click keywords. For one reason or another, many people seem to fall into a certain school of thought. In beginners especially, this way of thinking leads people to believe that pay per click advertising is one giant mystery. It doesn’t have to be. When you are first getting started with pay per click marketing, you should be focusing your efforts on niche markets and niche adgroups. If you don’t know what those are, you really have a lot of reading to do regarding paid advertising, before you start throwing money down the tubes.
The way you go about managing your pay per click keywords, is to organize the words you are advertising on into appropriate groups. These groups are known as adgroups. Within each adgroup you will have a set of words that is somewhat related. Let’s take for example the dog training market. Now if you wanted to advertise on dog barking keywords and dog biting keywords, you should put all of the phrases that contain the word biting, into the biting adgroup. Next, all of the phrases that contain the word barking, into the barking adgroup.
The reason for this is quite simple. When designing your landing pages to send the visitors too, you want your page to be as relevant as possible. Now, the bigger your adgroup becomes, the less possible it is for your landing page to be relevant to that user. If you were only using one landing page to send all of your visitor traffic through from dog barking, to biting, whining, scratching, etc… it wouldn’t be nearly be as targeted as if you were to send them each to their own landing page. By specific targeting, you could talk about the one problem those people were having.
Managing pay per click keywords is all about organization and theme relevance. This in turn will get you a higher return on your investment, a lower cost per click on your advertising, and a better business overall. If sales do not increase after you have grouped your keyphrases accordingly, then you need to begin looking at other factors. Is the design of your website adequate? What about the words you are advertising on?
Are the words you are advertising on relevant to your topic? Just because you have appropriately categorized your particular keyphrases, doens’t mean you will make money. You need to make sure those words will actually produce sales. Are they phrases where people are looking to purchase? Do they have buyer intent? These are the things you should be looking for when creating your pay per click campaigns.