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
-
How to know competitors keywords for adwords
I want to run google campaign for adwords and I want to target keywords that my competitor is ranking for. How can I know what are the keywords that are helping my competitors the most. Is there some way so that I can know what my competitor is bidding for those keywords. I heard it also depends on the landing page quality. Please suggest the best strategy to run adwords at lower cost and yet perform well. I am willing to run campaign for this website . It is basically meant to connect manufacturers representatives and independent sales reps to businesses. Any suggestions are welcome.
Paid Search Marketing | | HelloWorld20200 -
Google Merchant Center product reviews
My googlefu is not good enough to put the words together to find an answer for this, but I am sure there is one out there. I am making a review feed for a client's site to submit their product reviews to google merchant center. But one problem we are having is that the reviews are generalized, like how amazon does it. A sample product would be Whey Protein, this product is available in 4 different sizes and has 4 different GTIN's (one for each size). But the reviews we collect are just for the base product of Whey Protein. What I am trying to figure out, is if I can assign a parent GTIN, then correlate the reviews to that GTIN and then let them populate for the child GTIN's some how.
Paid Search Marketing | | LesleyPaone0 -
Are there any recent studies of organic CTR vs. PPC CTR?
Pretty much the title. I am putting together a "game plan" for my CEO, where I would like to touch on the difference in CTR between SERP organic results and SERP PPC results. I've found a few blog posts that talks about PPC being responsible for 15% of all clicks, where 1-5 organic results are responsible for 68ish % and the rest being on 6-10 and page 2/3. However, I do not see any sources in these articles, which begs the question, where are these numbers taken from? Any suggestions? My own gut feeling (and SERP behaviour) tells me that these numbers might actually be super accurate, but since my business plan will most likely end up in the hands of our board of directors, I would very much like to back up my action points for growth, with actual sources. Thanks in advance.
Paid Search Marketing | | Nikolaj-Landrock1 -
Can Google shopping listings affect SEO rankings?
Hello everyone. Here is my question: Until 4 weeks ago we used to have just around 2,000 product/pages on Google shopping of our product pages, then we added over 40,000 more items/pages to it, and our Google natural search rankings dropped on most of our long-tail keywords pointing to the same product pages. Do you think that's just coincidence or could the number of products/pages on Google shopping affect natural search results?
Paid Search Marketing | | fablau0 -
Do only paid adwords appear in google shopping
Does anyone know if we have to have a paid addwords campain for our products to appear in google shopping. We have a feed set up for google shopping. We have addwords campaigns running for google. But our products do not seem to appear in google shopping. Any advise on how to get them there?
Paid Search Marketing | | CostumeD0 -
Is there a tool that can use measure and improve the quality score of my PPC landing pages?
Hey guys, I'm trying to improve the quality score for a few of my PPC landing pages. Does any one know a Tool that can help me in the process. Something kind of like the "on page grader" but for quality score. Thanks
Paid Search Marketing | | Felip30 -
Need help regarding to get rank for “Product listing Ads” on perticular keyword
I have one project Canvas Champ and we have been running Google shopping campaign for this project and we are getting good visits from some of the keywords. But our client has sorted out some keywords having high search volumes like “Canvas Prints” Now, We want to show our Product listing Ad for this keyword. Let me make you aware about our past efforts: We have set an auto target in Google Adwords for this particular product and make its bid around $8 and we have reviewed that product in listing for 2 days, but we didn’t see our Product Listing Ad on Google Search Result for this keyword. So Now, My concern is that, How can we show our Product listing Ad on Google SERP for this particular keyword “Canvas Prints”? Let me know if you have any confusion with my question. It would be really appreciated if I would get valuable inputs for the same. Thanks,
Paid Search Marketing | | CommercePundit0 -
Facebook PPC. Using Google URL Builder - Now What?
Hey There! So I've been trying some FB PPC ads. I recently learned I needed to use Google's URL builder to add the appropriate tracking fields into the URL (source, campaign, etc). The FB ad link now uses a custom URL with all the correct parameters. Now what do I do in analytics? Do I create a filter? A goal? Getting a little dizzy going in circles with google analytic help, and I'm hoping someone here can direct me. Thanks! -Dan
Paid Search Marketing | | evolvingSEO0