Google PPC Tricks and Tips.
Lately, if you've been following my Affiliate Marketing site I've mentioned that I've been making some progress with Google Adwords PPC. Yesterday I had a rep from Google call me to discuss my account and how I could make it better. It gave me a whole new insight into things and I'd like to share it with any one that's interested in trying out Google Affiliate Marketing.
This post goes through how I set up my Google Affiliate Campaigns so make sure you read that before continuing.
Finding more Keywords to Expand your Campaign:
Finding more converting keywords is obviously part of scaling a campaign but apart from just using tools like ubersuggest.com or other keyword generators we can actually find what other keyword our ads are showing for.
We can do this by clicking 'details' next to the +keyword button. Click 'All' under search terms.
You should get something like this,
Above, I've bid on 4wd parts (exact, phrase & broad). Since I've bid on 'broad match' for this keyword my ad shows for keywords such as what's shown below (without the green 'Added' next to it).
We can do a bunch of things with this information!
- Find negative keywords so our ads don't show up for irrelevant keywords. The 'ebay 4wd parts 95triton diesel' is a perfect example. A keyword with 'ebay' in it probably means that the user wants to buy specifically from ebay. This isn't good for me as I don't get a commission here! For this reason I can put 'ebay' in my 'negative keywords' section.
- Find keywords where we are getting lots of 'impressions' so we can make specific ad groups more centered around these keywords. I find the more I do this, the higher my CTRs get and consequently, the lower I get charged per click.
- See if there's a demand for another keyword so we can find other merchants to match those queries.
(At the bottom of the 'keyword' tab)
I never used to use this as I didn't really know how to! After my chat with the Google rep, I learned some pretty good information about what to actually put here.
Keywords like forum, info, information, review, etc prompt that the customer is looking for information and is still in research mode. These are the type of keywords I add in the 'negative keywords' section.
Other keywords can be any trademark names of the company, especially if the merchant doesn't allow trademark bidding.
Again, when your ads are showing for more relevant searches and not showing when they're not relevant, your ad CTR usually gets higher. I always aim for higher CTRs as my clicks can sometimes drop to as low as 5 cents a click! (I've actually sometimes been charged 1 cent! Lol)
Impression Share Data
We're interested in the last two columns above. Enable these columns by going to Customize Columns in the Customize tab and adding them to your column set. Pretty easy but let me know below if you're having issues.
This data is very interesting..
Search IS, (IS = Impression Share)
This basically tells us how often our ad is being showed when a relevant keyword is typed in the search bar. Obviously we want this to be 100% as this means that our ad is being shown EVERY time. If it's not high enough, increase your bid by increments of 5 -10 cents and see if this increases.
Search Lost IS Rank
Pretty much the opposite of the above. It tells us how many times we're NOT being shown. We want to drop these to zero, or close to, as we're losing out on potential clicks! Again, increase your bids as mentioned above and see if this lowers it.
These little tips helped me get deeper into my campaigns and really tweak and monitor them to the level they needed.
I'm sure I'll learn a lot as I continue with this so I'll be sharing as much as I can!
Hope these helped, any questions, ask below.