Our ebook The 21 Secret Truths of PPC takes a broad strategic and tactical look at paid search. Over the past few months in this series we’ve looked at each truth from another angle, expanding or elaborating on the concept each contained.
If you were to attempt to sum up the ideas in this series, you might get something like this:
Paid search is the process of answering questions. Focusing on the search queries that deliver those questions rather than the keywords that attract them makes it easier to provide direct and persuasive answers in your text ads.
The organization of your account is the key to a lot of your success. The way you choose to group keywords into ad groups defines the way your text ads align with the search queries you attract. And the way you place ad groups into campaigns defines the utility of your reports. Segmentation is an equally important part of your organization. Keep brand, head, content network, ego-based, and other keyword groups isolated so that their unique attributes can be understood and optimized.
At the keyword level, a focus on search queries will help you to reduce your reliance on broad match. Mine your search queries for new keywords with more targeted match types and new negatives. And pay attention to click-through rate and the factors that drive quality score. Bidding is important but not omnipotent. Don’t expect too much from or apply too much effort to bidding until your keywords are otherwise optimized. Make sure you’re measuring profit as your goal, not just return on ad spending. And when you’re buying keywords for ego-based(non-economic) reasons, make bidding decisions accordingly.
Writing effective ad copy is difficult given the complex communication goals and tiny available space. The only way to succeed is via trial and error, otherwise known as testing. While gaining the click is your initial goal, it’s what your prospect does after that click ultimately determines your success. Consider and coordinate the entire post-click experience as part of your overall PPC management program.
And finally, although your account is large and ever-changing, there is almost certainly a concentration of revenue within a very small number of keywords. So prioritize your time and adjust your expectations accordingly. Don’t waste time chasing your own tail.
Before moving on past this series, I want to ask for more feedback. We’ve had thousands of downloads of the ebook, and tens of thousands of page views in this series, and not one good argument yet. And not nearly enough praise
Which of the truths do you think is just an opinion? Are there central PPC truths that were left out? Speak now before the guy with the stone tablets and chisel gets to work.
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This post is part of a series extending and amplifying the ideas in our free ebook ’21 Secret Truths of High-Resolution PPC’.