Who doesn’t love keeping a secret? Of course the only thing better than keeping a secret is revealing one. Well, in some cases anyway, like this one which is a good secret to share for marketers and advertisers.
Prior to co-founding PPC Management firm Disruptive Advertising, CEO Jake Baadsgaard worked at Adobe and helped clients setup multi-million dollar ad campaigns using the Adobe Marketing Cloud. With that kind of enterprise background, he feels like it is his duty to de-mystify common mistakes small and medium sized businesses are making on a daily basis with PPC. And he says that the number one secret about PPC that no PPC marketer is telling you is this: The one-to-one-to-one relationship is key for ppc marketing.
Every employee at Disruptive currently spends nearly all of their time and effort with this ‘secret’ going through their brains. This involves (among other things) taking each clients unique search query that a user could type into Google, Yahoo and Bing and setting up specific ads and specific landing pages for each query.
Most agencies try to leverage analytics and testing strategies but never get to this granular level which greatly improves quality scores, decreases cost, and makes a HUGE impact on conversion rates.
Imagine having a PPC campaign that targets thousands of exact search queries with accompanying ads and landing pages. It sound intimidating but through dynamic ads and landing pages you are significantly reducing the man hours it takes to accomplish this and are getting phenomenal results.
The exact process that Disruptive goes through to achieve this kind of granularity is detailed below:
- Identify the keywords most directly correlated with a company’s core offerings. Break these down into very specific and long-tail keywords to get super targeted with ads and landing pages.
- Once you have the baseline keywords profitable and working consistently, start to test similar keywords, topics, categories, etc. Try to limit your testing to be funded by the profitable traffic coming from the baseline keywords.
Using this strategy provides continuous opportunities for growth and expansion. Try never to start with a list of thousands of keywords, but slowly and continually increase the amount you are bidding on over time.
Some industries can be very niche and have less specific keyword search queries available; but you can still use the same strategy. For example, Disruptive serviced a healthy vending machine franchise that was very narrow and started out with a handful of keywords to begin with but has grown to about 5k profitable search queries now. This may sound crazy but there are both direct and indirect ways to pay for profitable search traffic.
Using the same health vending machine client as an example, Disruptive tested words that were indirectly related to see if they converted. The basic strategy is to test a finite amount of indirect keywords that you think might work and by having the correct analytics in place you can see if they actually convert into revenue. For many of Disruptive’s clients the indirect keywords often convert better as the competition is typically much lower.
In short, even though it may seem like overkill to break out each keyword to one single ad and one single landing page, with the proper tools and automation, it actually saves time, money, and effort in the long run.
Image source: Google Images