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SEO versus PPC


Keyword Market Research

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Effective PPC Google Marketing managed by White Hat Works

Make adverts primarily for your users, not for search engines.
 

  • Help your company with PPC Marketing with AdWords
  • Create effective campaigns
  • Performance reporting

Google Jargon Explained

  • What does PPC mean? It means Pay Per Click. Basically you pay a small fee to Google for every customer sent to your website
     
  • What does CPC mean? It means Cost per click. The amount you bid for against your competitors to gain a good position on the PPC advertising on Google's search engine and associated websites

How is the AdWords account structured?

There are three levels of organisation in a Google AdWords account:

  • Account level: You choose your billing preferences and other account-level settings. An account can contain one or more campaigns.
     
  • Campaign level: You choose a budget, location and language targeting, and Google Network targeting. A campaign can contain one or more ad groups.
     
  • Ad group level: You create ads and choose keywords and placements that are related to the ads. You also choose a bid for the ad group or for individual keywords or placements.

How can I improve my campaign performance and Quality Score?

Based on our experience with managing numerous AdWords ads, we've found a number of techniques that help improve an account's performance. These techniques include:

  • Fine-tune your keywords.
    • Experiment with keyword matching options. Some keywords work better as exact matches, others with phrase match. Sometimes adding a negative match gets great results. Of course, there are always some words that just don't work, so delete those.
    • Add plurals, synonyms, and related phrases to your keyword lists.

 

  • Revise your ad text. Include a call-to-action - language designed to entice the customer to take an immediate action.
  • Organize your ad groups by theme based on your products, services, or other categories.
    • Shape your ads around your keywords.
    • Try running 2 to 4 ads per ad group. We'll automatically monitor the clickth rough rate (CTR) of each ad and show the better performing ads more often than ads with lower CTRs.

 

  • Pick the right landing page. Make sure the destination, or landing, page for your ad is a page where users can find the product or service promised in your ad.
    • Keep your original objectives (sales, leads, downloads) in mind.
    • Refer to specific keywords, offers, and calls to action on your landing pages.
    • Make your landing page navigation as simple as possible.
    • Help people get what they want in three clicks or fewer.
    • Don't create obstacles that discourage easy transactions.

 

  • Enable content bids. When you enable content bids, you can set one price when your ads run on Google and its search partner sites, and a different price when your ads run on Google Network content sites and products. Learn more in our content bids FAQ.
  • Track your results. Your AdWords account will provide you with click through rates and costs, but it is often useful to understand how many clicks actually convert into your customers. For this type of analysis, you can use our free conversion tracking tool. To start tracking today, simply select the 'Conversion Tracking' link at the top of the 'Campaign Summary' page in your account.

We also offer a more detailed Optimization Tips page. We suggest that you use this page for guidance when creating and refining your campaigns. However, these tips are not exhaustive, and we encourage you to experiment with your own ad text and targeting techniques to find what works best for you. You can also watch these tips in video format (English only).

 

What are keyword matching options?

The four keyword matching options determine which Google searches can trigger your ads to appear. These options can help you control who sees your ads.

You can set each search-targeted keyword to have one of those four settings. To use a keyword matching option, just add the appropriate punctuation to your keyword:

  1. Broad match: keyword
    Allows your ad to show on similar phrases and relevant variations
     
  2. Phrase match: "keyword"
    Allows your ad to show for searches that match the exact phrase
     
  3. Exact match: [keyword]
    Allows your ad to show for searches that match the exact phrase exclusively
     
  4. Negative match: -keyword
    Ensures your ad doesn't show for any search that includes that term

With some options, you'll enjoy more ad impressions, clicks and conversions; with others, you'll get fewer impressions and more narrow targeting. By applying the appropriate matching options to your keywords, you can best meet your ROI goals.

Further reading : Compare PPC and SEO

 
 
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