GET YOUR PPC THERMOMETER CHEAT SHEET
Avoid the common mistake of treating all PPC visitors the same in terms of ads and landing pages you use.
Making a tasty pizza can be quite the ordeal, especially if you’re missing the mark with the first pizza dough toss.
In the same way a chef masters his pizza making, having a strategic PPC performance plan in place can help you gather the right ingredients, follow the right order of steps, and produce an ideal end result.
Today, we’ve partnered up with Marin Software to bring you the AdWords Performance Pizza, with eight useful performance improvements you can start implementing today.
Although conducting research can be a tedious process, doing your due diligence can be worthwhile especially when it comes to using AdWords research tools and PPC spy tools.
Warning: Most people use AdWords research and spy tools all wrong. They use AdWords Keyword Planner and PPC spy tools to apply the research to averages.
Applying your research to averages, like average CPCs and average conversion rates, is something you don’t want to do.
Here’s why: When we conducted original research on the effectiveness of AdWords Keyword Planner, we found that in the CPC bid prices were actually more expensive than what our clients were paying for those keywords. Whaaat…
Do This Instead: Apply your Adwords and PPC research to focus on expansion opportunities to increase conversions for search and display.
Use your new research findings for things like:
Here’s how you access AdWords research tool Keyword Planner:
Here’s how you access AdWords Auction Insight report:
For more spy tools, check out 17 PPC spy tools that’ll crush your competition.
Even with PPC spy tools, you shouldn’t be using them to figure out the plausibility of a PPC campaign. Focus on expansion opportunities to beat out your competitors.
What’s the best way to gain the most control over your AdWords campaigns?
Straight up, using Single Keyword Ad Groups (SKAGs) is an effective way to set up your PPC campaigns so you have the most granular handle over every aspect of your campaign.
You basically set up one keyword per search term within each ad group of your campaign.
Here’s why SKAGs give you utmost flexibility and nimbleness:
With SKAGs, you can stop attracting all those unwanted search terms and start attracting the search terms you’re actually targeting that match up to your keyword.
Here’s what a properly setup SKAG search term to keyword matching looks like:
This way, you can pause the keywords that aren’t bringing you the right traffic and boost the keywords that are.
Another option: Remarketing Lists for Search Ads (RLSAs) is a Google feature where you can create specific text ads that retarget specific audience lists for you.
RLSAs also give you more flexibility because you can modify your bids based on retargeting visitors that have been to your site and landing pages before.
You can cater to where people are in the conversion funnel and decide which ads to expose them to depending on how familiar they are with your brand.
Here’s a visual of the potential ROI reach with RSLA:
With RLSA campaigns, you can target audiences that are in the top of the conversion funnel, hence making your keywords and reach more broad.
If you’re an enthused fan of our blog posts, then you may have seen this before:
When comparing the best usage of AdWords Display Network vs. AdWords Search Network, the two networks address completely different stages of the conversion or action cycle.
Display visitors are at the top of the funnel in the awareness stage, and search visitors are closer to the bottom of the funnel in the consideration phase.
This is an important factor to consider when creating your PPC campaigns and deciding on which channels to use.
Because visitors come from different PPC channels with different intent levels, they’ll respond to different call-to-actions (CTAs).
Takeaway: When creating your CTA, match the threat level of your CTA with your visitor’s stage in the action cycle, and consider which PPC channel they came from.
There are different temperatures for each stage of the conversion cycle, where display visitors tend to match up colder intents with colder CTAs.
The whole purpose of gauging different PPC temperatures is find out which types of CTAs will work best with your various visitors.
Takeaway: The warmer your visitor is in the action cycle (those coming from search), the warmer their conversion intent will be, which means the warmer your CTA threat level can be.
So if someone comes in from a display ad with a colder intent, don’t greet them with an intrusive high threatening request, like asking for their personal contact info for a free consultation.
The visitors that come in at the ice cubes level are likely to be at the top of funnel, so cater your CTA threat level and offer to that stage of the conversion cycle.
Here are some CTA ideas that match up to action cycle temperature:
So many of us get obsessed with micro metrics and forget about the big picture.
Don’t fall into this trap and get stuck on micro details like quality score, impression shares, CTR, average position, PVC, relevance score, CPC, CPP… the list goes on.
Sure, those metrics are important, but if they aren’t helping your overall macro metric (a sale), which is your main business goal… then those micro metrics don’t matter much in telling you about the real progress of your PPC campaigns.
Do This Instead: Rather than focus on the nitty gritty details, simply ask yourself – is your PPC campaign is generating you more revenue and making you more money?
An effective way to track whether or not your campaign is making you more money is to track actual sales vs. conversions and other micro metrics.
Here’s what I mean. In this example which keyword do you think is working best?
But what happens if you pull yourself out of that micro metric and check out your keyword’s effect on sales?
In that same example, here’s how the same two keywords relate to cost per sale:
Keyword 2 is the one that’s generating more revenue for you when you look at the bigger picture and consider the cost per sale.
Takeaway: When analyzing your PPC campaign metrics and PPC performance, don’t get bogged down in the micro details, and instead, focus on your overall business goal.
Without SKAGs in your life, you can easily fall into a trap we like to call the Iceberg Effect.
Here’s what it looks like in terms of search terms and keywords:
What happens when you don’t isolate single keywords and match them up to the exact same search terms is you end up paying for a lot more search terms than your intended targeted keywords.
How many more? Maybe this many:
Without controlling a granular level of keywords and search terms, your PPC campaigns could end up having something like a 132:1 search term to keyword ratio. No bueno.
Avoid the Iceberg Effect and shoot for a 1:1 search term to keyword ratio by setting up SKAGs in your account.
Something like this will get you that 1:1 ratio:
In our PPC agency, we follow these four standard steps when managing our clients’ AdWords accounts:
We do this each and every week to make sure our account management is up to par with our client goals.
The conversion magic happens beyond the initial click from your AdWords campaign.
The ultimate conversion goal is to get your target visitors to convert on your landing pages and opt into your offers there.
We have a happening gifographic that explains landing page anatomy and describes each component of a perfect landing page. Here’s a summary of its parts:
When CRO magic is in full effect, you can increase your conversion rates and conversion volume, all while decreasing your cost per conversion.
Whether it’s using AdWords research and spy tools, implementing SKAGs and RLSA, avoiding the Iceberg Effect, or applying CRO tactics to your landing pages, these eight tips can help you increase your PPC performance.
Try out all eight strategies to pump up your PPC performance.
When it comes to PPC, the first person I turn to is Johnathan Dane. He and his team cut through the bullshit and get straight to the point with the goal of making you more money. Work with him."