What is PPC?
One of the fastest ways to attract even more potential customers to your website is pay-per-click (PPC) advertising. It’s simple! You create an advertisement; determine the keyword search specifics you believe a potential buyer would search for your product or service. Specify which geographic, psychographic and demographic you wish to target. Nominate a budget you are willing to spend and wait for visitors or buyers. The internet searcher sees your advertisement which appeals to them and clicks through from your ad to your nominated landing page. The best thing is, you only pay when they click your ad which usually means they are interested and somewhat qualified as a potential customer.
The variety of mediums offering pay per click advertising is wide and varied. The main platforms are Google, Bing, Facebook Twitter, LinkedIn and YouTube.
What are ad groups and what is the ad group focus score?
Digital Attraction keyword management team groups your keyword lists in so-called ad groups. An ad group represents a keyword list that deals with a special topic. If your ad group keyword list contains much targeted keywords that are related to a narrow topic and if these keywords match the content of your ad and your landing page, then you will have to pay less for your Google AdWords ads or similar. This will also lead to more sales and conversions. For that reason, you should only use much related keywords in a single ad group.
As most people run multiple ads on Google AdWords or similar, Digital Attraction can support multiple ad group keywords list. You should create a unique ad group keyword list for each ad that you're running.
What is a Quality Score?
As google is one of the most used pay per click advertising platforms, it is important to get a better grasp of how they rank your ad. Google AdWords pay per click advertising uses the so-called Quality Score to rank your ads. Google's Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user's search query.
The Quality Score influences your ads' position on Google and the Google Network. It also determines your keywords' minimum bids. The higher the Quality Score of your ads, the less you have to pay per click.
You can do this yourself or have our keyword manager’s work on your ad group focus score which helps to get a high quality score. The ad group score tells you if the keywords in the ad group are targeted enough so that your ad can get a high quality score: The higher the ad group focus score, the more likely it is that your AdWords ads will get a high Quality Score and that you won't have to pay the maximum bid to get listed for your keywords.
Tips for a high ad group score and a high Google Quality Score:
A single keyword list should focus on a single topic. The fewer keywords you use per ad group, the more targeted you can design your ads. To get good results. Keep your ad groups tightly themed. For example, if you had an ad group "shoes" that contained keywords such as "brown shoes", "blue shoes" "green shoes", etc. then create new ad groups "brown shoes", "blue shoes" and "green shoes".
Do not use the same keyword in multiple ad groups. If you use the same keyword in multiple ad groups then you will compete with yourself.
The Google AdWords ad that is triggered by the keywords of the keyword list should contain the keyword that is the main topic of the keyword list, for example "brown shoes".
The landing page to which your AdWords ad links should also contain that keyword. If your ad and the landing page contain the keywords for which you advertise then your ads will get a high Quality Score.
Safety First: What can happen if you don't do this correctly?
If you target the wrong keywords, you will lose a lot of time and you will lose a lot of sales.
You will invest a lot of time in optimising your web pages for keywords for which your website cannot get high rankings at this time. Or you will invest a lot of time in optimising your web pages for keywords that don't convert to sales. In both cases, you won't get many sales.
It is very important that you choose the right keywords that lead to high search engine rankings and sales. Make sure that you choose the correct keyword type.