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. 

2. Call-to-Action:

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 AdWords, Google’s advertising platform, really has their fingers on the pulse of the future of mobile search. Their latest targeting option allows phone numbers in an advertiser’s text-based mobile ads to be ‘Click-to-Call’. This is one of several changes Google has made to bring more business to their advertisers. The advertiser would be charged the same as a click to their website.

In the first half of 2010 Google added Ad Extensions including the Call Extension that created a click-to-call option beneath their mobile ads. A large number of accounts adopted these Ad Extensions to great success, but many less experienced search marketers haven’t gotten around to these features.

Google also offers their Google Voice service as a call-tracking option in AdWords called Call Metrics. Each tracked call would cost an additional dollar and would provide some basic call stats such as whether the call was answered, duration of call, and time. They have recently expanded this to all of their advertisers   http://adwords.blogspot.com/2011/07/now-all-us-and-canada-advertisers-can.html.

Google has also announced that the call-rate (the likelihood that a user seeing the phone number chooses to call that number) will become a core componenet of the Quality Score for their mobile ads. To remove any confusion, advertisers that include their phone number in their ads as well as using the Call Extension will default to showing only the phone number in the ad.

Mobile is changing rapidly, but Google continues to provide their advertisers the options to keep up with these changes. I’m personally going to test using the Call Extension as well as ads with the numbers in the ads.

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.

Measuring results

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 AdWords is now offering Location Extentions here is how to transfer from Local Business Center PPC 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:

DFWSEM.org invite for Local Search Marketing Panel on May 19th

For more information on this local search marketing training in Dallas, go to www.DFWSEM.org! Just click here.