Pay Per Click – PPC Marketing

Let\’s talk about AdWord campaign and managing this on a long term basis as part of any small business internet marketing. There are three things you want to manage for. These are the elements that make up the quality score. The first thing is the landing page quality. Then, there is relevance and click through rate.

One little sneaky trick is that if you\’re bidding for the term, for instance, Hampton physio and you\’re already hitting number one in S.E.O for Hampton physio, you can\’t get a better selling page quality. Google already says in their other procedure, which is very like the AdWords process, that this page is the best site they can find on the web for the term Hampton physio.

So if you\’re sending AdWords traffic to that, Google has to offer you a ten over ten because it\’s the best page they have on the web naturally, so naturally it is going to be the best page they\’re going to show for PPC. You mostly need to try and refine that so your AdWords match the lander.

You do not want to bid for back pain, physio, chiro, hurt knee, hurt ankle and send them all to the one page, because it is that one page, one purpose method from the perspective of an SEO services review, from a conversion perspective and from an AdWord campaign perspective. If Google see that you\’re bidding on a keyword, the keyword\’s in the ad somewhere and the keyword is on the page. It will reward you for that. That\’s basically what the relevance thing comes into.

So split testing your ads, having 1 or 2 adverts running at any specific time is vital as it will help your click through rate. One thing that we do as SEO specialists which is a little bit of a trick from a split testing point of view, not only for AdWords but also for split testing even with direct mail and the like we do an AAB split test.

So if we have got an advert group running, we\’ll run 3 different ads in that group. What we\’ll do is A1 which is the first advert, we\’ll literally duplicate that precisely. So if we have got a winning ad that\’s winning right now and it\’s getting a click thru rate of 10% or whatever it might be, we\’ll run that ad twice, identical in the same group.

Then we\’ll run a B2 which is the competitive one. So what will happen over the course of time A1 is going to get 33% of impressions, the identical one will get 33% and the last, B2 will get 33%. So all you\’re doing is risking 33% of your impressions on a testing ad as far as AdWord Campaign is worried. You know this is working, you know what kind of % it is getting. If you run 2 of these adverts you are running, 66% of the impressions are getting the ad that you know works. You\’re only risking 33% of those impressions on an ad that can bomb and can be dead.