5 Ways PPC Campaign Structure Can Increase CTRs
The Best Click-thru-Rates Comes from Great Account Structure
If you’re relatively new to ppc, this claim can seem rather bold. I promise you the title is not misleading or just to ‘get the click’. Account structure involves clearly defining the purpose and settings for each campaign and ad group in an account.
The most commonly talked about aspect of click-thru-rate involves the actual ad copy matched up with the right keyword. In order to right good ad copy it is imperative to understand who you are targeting, but it is even more important to understand what the user is searching for at that moment.
Better Click Thru Rates = Higher AdWords Keyword Quality Scores = Lower Costs Per Click
1. Day Parting
Let’s start at the ad copy level. Consider the following concept: a good ‘Call Now’ search ad during the day is probably a terrible ad at night. Why, because most users aren’t expecting to call at night. If your business can actually handle at a late night call it would need to be explicitly stated in the ad in order to be effective. The solution would be to Create a separate mobile campaign and choose effective day-parting. The remaining campaign should still consider day-parting for times of night when the click-thru-rates drop off significantly.
The call-to-action itself is an important distinction. To save time, many account managers rely on a single campaign to handle each area for desktops and laptops, tablets, and smart phones. It has been shown the smart phone users do not convert at the same as displayed in the following article: Mobile conversion rates lag behind tablet. Users searching on a smart phone are far more likely to call a business than complete an online form. Why go against the grain?
3. Match Types
Once the right ads at the right time of day are established comes the keyword factor. Matching ad copy with keywords should be obvious, but different match types may confuse the issue. The biggest question is “What search queries are triggering your ads?” Phrase and especially Broad Match attract a much wider variety of search queries than Exact Match. The search query ‘auto loan rates for good credit’ could trigger the keywords “auto loan”, auto loans, auto loan rates, or even +rates for +auto +loans (broad match modifier being used).
4. Add More Keywords
That’s a lot of weight for each of those keywords to service. How does one write ad copy for all of the myriad search queries a keyword could service? Add more keywords, separate the ad groups, and use negatives. If a more general keyword, such as “auto loans”, isn’t performing well, but it’s being triggered for ‘bad credit auto loans’, the account may lose the ability cover that search query effectively if the bid for that keyword is dramatically lowered If the keyword ‘+bad +credit +auto +loans’ is added there is no longer a need worry about that concern. Keep checking the search query reports to find new keywords to add, block, or move to another ad group.
5. Campaigns as Silos:
The same match type problem may also create inappropriate ad serving. The keyword “home mortgage” may be triggered for the query ‘home mortgage refinancing’. The search intent of ‘home mortgage’ is more likely to informational to find rates or explanations for a home purchase loan. On the other hand, the rates and information regarding refinancing of a home are very different. The account may be able to service both, but the customer needs are different. This is handled easily by putting the keywords in separate campaigns and using a few well-placed negatives to funnel the queries into neatly divided silos. Caution: excessive use of this technique may create significant gaps in queries for which the account is triggered.
Each of these concepts can be broken down further, such as making sure the sitelinks are written well for the individual campaigns. However, that should be enough information to get started re-considering the entire account. After all, the click-through-rates depend on it.
Google Further Enhances Mobile Ads with Click-to-Call and Google Voice
Google’s Official Letter
Dear AdWords Advertiser,
If you currently have a phone number in your ad text or have plans to start adding your phone number in an ad, this is an important notice that in the coming weeks, we will be launching a new enhancement to AdWords ads that will impact charges on clicks to these numbers.
To help our mobile users connect more easily with advertisers, all non-clickable phone numbers displayed in AdWords ad text will be automatically converted into a Click-to-call number. Currently when advertisers enter a phone number directly into their ad text instead of using Call Extensions, the phone number is not clickable and will not generate a call. This can be a frustrating experience for mobile users who attempt to initiate a call to this phone number.
The new Click-to-call enhancement ensures that all phone numbers shown in AdWords ads are clickable and allows users to easily place calls from their mobile device. If your ad text includes a phone number, you will begin to receive clicks and calls on this number once the enhancement is enabled in your account. As with phone calls placed via a Call Extension, you will be charged for clicks on your phone number that result in a call.
Please note that AdWords policy does not allow for phone numbers to be inserted into ad headlines. As with all Click-to-call ads, advertisers will be charged when a user either clicks on the headline or the phone number listed in the ad. Please see below for additional information regarding this change.
Which phone number shows?
If you are currently using both Call Extensions and a phone number in your ad creative, only the newly clickable phone number in your ad creative will show. This is designed to help reduce user confusion from seeing two potentially different numbers. If you would like your Call Extension number to display, simply delete all phone numbers from your existing ad text by following these steps. You’ll also receive an additional line of ad text displaying your phone number if the Call Extension is used.
You’ll be able to review how many calls you receive on the clickable phone number listed in your ad text for each campaign, ad group, keyword and ad on the “Campaigns” tab in your AdWords account. Just select the “Click-type” option under the “Segment” drop down and view your report. Please note that since these are not calls generated from a Call Extension, they will not be reported in the Extensions tab reports.
Recommendations for featuring a phone number
You can simply leave your phone number in your ad text and benefit from this change which will automatically make your phone numbers clickable and enable users to call you. However, to get the most value from click-to-call, we recommend that you remove your phone number from your ad creative and create a Call Extension with your phone number directly.
This has several benefits. With a manually created Call Extension your number will appear as an additional line of ad text which frees up space in your ad creative for other promotion. In addition, when you create a Call Extension, your phone number appears on a separate line in the ad, and you’re able to take advantage of other powerful enhancements such as Vanity Numbers, Call-only and Call Metrics reporting.
Google AdWords is now offering Location Extentions, here’s how to transfer from Google Local Business Center Ads
Google has further improved ability to target ads. Great for small and medium-sized location based businesses who want to target ads on both PC and mobile smartphone internet browsers. Here are some of the advantages of transfering your localized ads from LBC to Location Extentions. (this is better targeting than Phone Book Directory Distribution isn’t it?)
- allow you to show an address with your text ads.
- same ad can be used for multiple locations.
- no longer required to only use your name as the headline, which was a restriction on LBC ads.
- no longer have to wait for LBC ads to appear before connecting Adwords to a location based LBC ad. so your ads get launched faster!
- previous ads on LBC only appeared based on radius, location extentions appear based on relevency and results.
You can transfer your ads over in just 5 easy steps. Watch this video to learn more about Google Location Extentions in AdWords.Here is a video from Google on how to transfer from LBL ads.
Did you know that Google tracks the IP (Internet Protocol) address as well as geo-location and history of searchers to determine how to offer search results? They began to offer localized results to this extreme in late 2009!
Here is an example or screenshot of a Google AdWords Location Extention settings page:
smbSEO is sponsoring the DFWSEM.org meeting on May 19th, topic is LOCAL SEARCH!
smbSEO is sponsoring the DFWSEM meeting for May 19th. Topic is local search. I couldn’t be more excited! See ya there!
We are sending out invites to select local business owners this week. If you didn’t get one, you can view it here:
Archives by Month:
- October 2014
- September 2014
- August 2014
- July 2014
- March 2014
- February 2014
- January 2014
- December 2013
- November 2013
- October 2013
- September 2013
- August 2013
- July 2013
- June 2013
- May 2013
- April 2013
- March 2013
- February 2013
- January 2013
- December 2012
- November 2012
- October 2012
- September 2012
- August 2012
- July 2012
- June 2012
- April 2012
- December 2011
- August 2011
- July 2011
- June 2011
- May 2011
- March 2011
- February 2011
- January 2011
- December 2010
- November 2010
- September 2010
- August 2010
- July 2010
- June 2010
- May 2010
- April 2010
Archives by Subject:
- B2B Marketing
- B2C Marketing
- Content Marketing
- Email Marketing
- Facebook Marketing
- Google Marketing
- Local Search Marketing
- Mobile web sites
- New Clients
- Pay Per Click
- Reputation Management
- Search Engine Optimization
- Social Media Marketing
- Throwback Thursday
- Video Production
- Web Sites
- Wordless Wednesday