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
-
PPC: how to get rid of an ad appearing on a keyword we don't want?
Hi, Our ad on Google Ads is appearing for a search we don't want. it isn't in our search keywords and when i try and ad it to our negative ones, we get the error " You cannot exclude keywords that are targeted " which i assume means that google thinks we are bidding on it? We have a selection of broad phrase matches so i can only think that this is where it's coming from? Do you have any tips on tracking down which keyword is generating this ad and how we can turn it off? (we don't want to pay for clicks on this search if possible!) Btw - i have turned off each keyword in turn to test it = nothing. have then paused the whole campaign = gets rid of the ad (but this is our most successful campaign so i can't just turn it off). Any advice super super welcome. thank you!
Paid Search Marketing | | Fubra1 -
Google Adwords GEO Targeting Via Checkin
Hi There, I have done a fair bit of searching for the answer to my question but to no avail, maybe it's not possible. With Google AdWords is it possible to target check-ins to premises. So say someone visits a place or checks-in, they get to a see an Ad. I can't see how it would be possible but maybe they have Googled the business, then they walk in and Google shows the ad based on IP address. So for example. people who visited the Rose & Crown in York could be shown hangover cures the next day, whilst they are laid-up in bed? Cheers Mozzers. Neil
Paid Search Marketing | | nezona1 -
WordPress PPC Landing Pages
We are looking for a solution that will allow us to create attractive and effective PPC landing pages with WordPress. We need to be able to easily create multiple pages with no navigation. Any Suggestions?
Paid Search Marketing | | CsmBill1 -
What to do against competitor PPC sabotage?
This morning a competitor of ours decided to go on a PPC rampage against us. Basically our budgeting money was spent within the first hour of going live on bing. Its pretty obvious whats going on as we had a tremendous amount of clicks all from the exact same keyword within a short period of time. Obviously first step was to contact bing and they are going to refund me a credit once they go through their process, but they didnt really give me confidence about the future. It seems they may not be able to prevent this from continually happening.. ? The attacker used some sort of IP spoofing as the clicks were all from different IP's which is probably why it snuck pasted Bing. Wondering what have you guys done in the past to prevent this or combat it? Thankfully it didnt happen on google
Paid Search Marketing | | DemiGR0 -
PPC landing page cannibalizing the Organic page's juice?
I have a PPC campaign pointing to a custom landing page.
Paid Search Marketing | | Rich_Coffman
I also have a different webpage for the same product that is optimized to rank organically (on the same site). Should I noindex the PPC landing page so it doesn't steal the thunder from my organic webpage? If so, does noindex damage the adwords quality score? Should I just give the PPC landing page a different Title tag that doesn't cannibalize my organic page and call it a day? Does a PPC landing page need a title tag for a better adwords quality score? Thanks!0 -
FB PPC Conversion Tracking Script
Hi guys, Is there any way to install a FB conversion script for their PPC (in the same way as the shopping directories use)? I know this was possible about 1.5-2 years ago via a feature they have released in Beta at that time, but this seem to no longer be a choice. There is nothing in the FB help, I found no such option in their settings and the FB support does not answer (what;s new here 🙂 ) We can always try alternatives - as Google Analytics or Prosper202 ... but this time we would prefer FB scripts if possible. Thanks in advance T
Paid Search Marketing | | tolik10 -
PPC Question
After watching today's excellent WBF by Brian on Adwords, I still have a question. At one point do you believe a PPC keyword or adgroup has enough data to make a decision. Brian mentioned 30,000 impressions. I've heard 200 clicks. Is there a concensus or set of rules anyone could recommend as a guideline. I do PPC but it's not a daily focus, and find myself vacillating, and frankly, probably wasting time and money by not having a more defined approach to PPC.
Paid Search Marketing | | DenverKelly0 -
PPC Campaign Setup Fee - Fair?
We already do our PPC campaigns with an agency and we're looking to create another campaign. They told us that the amount of traffic around our campaign would allow for about $2-3k spend per month, possibly with some additional funds placed into display ads. For this campaign, they have proposed a setup fee of $2k and an increased management fee of $750 -- is this a reasonable price?
Paid Search Marketing | | kylesuss0