Category: PPC

How to select keywords for PPC?

Keywords Selection
Keywords Selection

One of the most crucial considerations for a successful PPC campaign is to use specific keywords. This may sound like a fairly fast method because Google offers tools that provide keywords for search marketers on the basis of their web analysis, but you have to build a strategy and pick keywords to turn more sales by clicking on them at the top of the page.

Keyword research is the basis for every effective PPC program. Choosing the correct keywords will contribute to views and conversions. The goal is to utilize the different tools available to you, but also to consider your clients and to decide the terms they type in the search box. That is the best way of ensuring that ads are shown in the right location at the right time while you are searching for accessible digital marketing services.

This article contains several basic ways to start developing a solid collection of keywords.

1. When making your chart, think like a consumer

Write down the company’s key divisions and then add the words or phrases for those groups. To define the goods or services, use words or phrases that consumers will use.

2. Strategy keywords

Develop an organizational meeting with your company to decide what you think would be the most valuable keywords for the marketing campaign, based on the target market, business strengths and existing offers.

While performing your study, enter all these keywords in Google keep track of what keywords most search and the related cost per click for each keyword. 

Pick the correct targeting radius to search for the search volume associated with a list of keywords. Track the keywords they search most and the associated cost per click with each keyword.

2. Matching categories of keywords

Do not neglect to change the match form of your keyword to decide if your strategy is better matched to a broad match, phrase match, or broad match modifier. Even if it means dividing your efforts, you can still use keywords in your advertising.

Launching a PPC campaign from scratch may be a great opportunity for new marketers utilizing Google’s PPC framework in particular. Please remember that the correct keyword would have a good base for finding your web advertising, and will contribute to more companies for your company, which is beneficial.

3. Choose unique keywords for particular clients

When you choose to attract consumers involved in a single commodity, pick more common keywords which are specifically linked to the marketing theme. The usage of more common keywords implies that the ad is only available for business purposes. But remember that you may not be able to appeal to as many people as you wish if the keywords are too specific.

Conclusion

It requires time to create an effective keyword list to maintain it ongoing. However, if the initiatives work, you would have a solid base on which to create the components right from the beginning.

Read More

How Google AdWords affect Organic results?

Google Ads affects Organic Results

Let’s look at the data before you start creating a set of ads to improve the organic performance of your website and how the organic results are actually (or not) influenced, in particulars in some questions, by the organic click-through rate (CTR).

There are, however, other indirect factors that Google cannot regulate, which we address below, that making paying and organic results converge.

1. Searchers who display an ad can click an organic listing.

Searchers who see an ad will be much more likely to search on an organic price list or are more likely to see a strong-bio listing for the same ads.

2. Searchers who have already been introduced to a specific site or product by paying search can, in consequence, be more willing to click and address organic content.

Higher click-through rate (CTR) and higher interaction rate will result in higher rankings. And when other people have already searched for an ad with a payment button so they see a certain product rating in SERP later in organic tests, they will be more prone to press, touch it or buy it.

The explanation for this is that the consumer has raised awareness about the brand and thus is more interested in it, whereas it would be less likely to engage in if they had no interaction with the franchise.

3. Paid outcomes have a good effect on organic click-through rates (CTR) in specific in some queries.

Usually, paid searches to get between 2% to 3% of all clicks, while organic searches get between 47% to 57% of all search results.

It is important to bear in mind, however, several searches don’t lead to paying clicks and that many searches where rewards are earned, so what you are searching for is truly the outcome.

4. Clicks paid for advertising can lead to higher links, information, reporting, sharing, etc.

The use of PPC offers many advantages such as an improvement in the Organic rating. When you click on a paid ad, they will be able to access this site, choose to connect to it and mention the product further or create links to it.

Some of these acts will boost your rankings, particularly if your website offers an energetic, productive and convincing web experience.

5. You can change the market by bidding for paid search results.

Subsequently, you will shift the business by bidding asking for search results and how users talk of making material, monetizing and the importance of such queries. You might invite a lot of new competitiveness into search results, which can influence the entire dynamics of how search query space works in your field, for instance, if you start bidding something that no one previously bid or purchased paid ads in.

Read More

Top reasons for failing paid search.

Paid Search Failed

Introduction

Paid search (PPC) is an advertisement technique used to direct traffic to websites where the advertiser pays the user when the ad is clicked.

In the first tier search engines, such as Google ads, the amazon ads and Microsoft publicity, formerly bing ads, pay per click (PPC) is often linked.

Advertisers typically bid keyword phrases relevant to their target market with search engines, and pay when ads are clicked. Alternatively, content sites usually charge a fixed price per click rather than using a bidding system.

There are many reasons why PPC campaign fails. These are a few reasons why PPC campaign fails.

1. Negative keywords

PPC campaigns fail because there is no comprehensive negative list. When you launch a campaign first it is not always possible to find all the relevant negatives keywords. This list needs to be developed over time – using the search terms report and the keyword planner application.

2. Undifferentiated Adverts

Several ads look soft and undifferentiated with no advantages, unique sales points (USP), reviews and other offers. They’re floating in the same sea. So it’s no doubt that they’re struggling. So, it’s hard for searchers to select a supplier from a variety of advertisers out there. It is obvious that CTRs, quality marks and conversions do not perform properly.

3. Low Ad position

For most companies, high results in ad auction rankings are significant. Lower classification means that you are having a low amount of traffic that affects conversions. There are several other social advantages of ranking high too. Searchers generally trust top-down sites. 

They are considered to be the most important and play essential roles in your industry. For example, in certain sectors such as local utilities, searchers can only ask the top 5-6 advertisers for a response. This is why they are not bothering with lower-ranked sites, and that means you’re going to miss out on some opportunities if you’re not visible.

4. Lack of consistency

What kills many campaigns is lack of consistency. Your AdWords strategy should be consistent, including where and how you appear, testing, optimizing, budgeting and more.

Many advertisers are taking a scattershot approach to ads. They have no plan or process to optimize their campaign. No wonder, all the efforts and investment get wasted.

5. Low budgets

Your plan will not hit its maximum capacity with a limited budget. When it matters most, your ads will be offline and you won’t show up for the important search terms in your industry.

The ideal budget to start with research on keywords is one way to find out. After analysis, select and enter all your keywords in the keyword planner to get the appropriate estimates and budget by clicking on the number.

Read More

Google ads mistakes you should avoid next time.

Google ads is a Google-developed online advertisement channel that advertisers pay to view brief advertisements, programs, product reviews as well as video content and to create smart phones application download for web users on Google’s ad networks. Google ad was published on 23 October 2000.

These are some of the errors to avoid when posting advertisements on Google Ads.Here we go…

1. Search & Display Networks.

While creating Search network campaign, there are two option Search networks and Display networks. In Search campaign, lead generation is the main  goal and not branding. So we select Search network, as the conversion rate of Search network is higher than the Display Networks. 

2. Negative Keywords.

Negative keywords help in saving money, while posting ads on Google ads. Negative keywords help in converting qualified leads and discredit the leads which will not convert.

There are many online tools which will help to find negative keywords such as SEMrush’s Keyword Planner, Ubersuggest, etc.

3. Conversion tracking.

Optimizing the Ads campaign for conversion is the best way to boost ROI and make the most out of it. So keep adding every possible conversion action.

4. Keyword Research.

The most common mistake on Google advertising is Keyword Analysis. It is recommended that 10 to 15 terms be identified and used in three variants: broad match modifier, phrase match and exact match. Not to use any keyword for a group but to spread it in various groups.

5. Testing bidding strategies.

The two bid strategies you’d like to achieve are target CPA and target ROAS. The two bid strategies enable you to bid on an ad spending per ideal cost. In other words, it will allow you to spend just the right amount on Ad to obtain your Rate of return and optimize your investment.

6. Ad extensions.

All you have to know about extensions is that it’s not possible to change how extensions work. Google is the one that decides which extensions to exhibit and which ads to display. The main job is to look now and then at the extension tab, and see which extensions are better transformed. You could then halt the one which would not convert or start replacing them with a better version.

Conclusion


For successful Google Ads campaign, it requires some time, patience and a lot of testing.

When you take the extra time to begin your campaign appropriately and avoid common mistakes with Google Ads, you may take a long way toward generating leads at a cost-effective and reliable level (think various ad variants, keywords, narrowly focused ad groups and keyword mixtures, etc).

Read More

Case Study National Institute of Medical Science (Online & Offline Marketing)

NIMS University, Jaipur

Insight:

Nims University has emerged as the largest and best self-financed university in North-India. Structured at par with the composite model universities of the leading nations of the world, the Nims University has been legendary in quality teaching and action-oriented research in all disciplines. Adjacent to the Aravali ranges and located in the outskirts of the pink city of India, the University has been listed in the top ten medical universities in India.

It is heading towards a leading center of education in health sciences to human sciences, technical training to advanced engineering, personnel management to corporate management, creative literature to innovative multimedia, art, and architecture.

Nims University is a great platform for students from across the globe who are aspiring to become future leaders. With impeccable academic results, it draws its faculties Indian and international institute with big name and works like IIT’s, IIT’s and NIT’s.

Objective:

Due to negative publicity in the media in 2014, the number of admissions fell drastically from Approx 2000 per year to 300 per year in 2015 and kept fluctuating year after year. NIMS had their in-house marketing team, which was not able to increase the admission count. The problem was getting critical with the passing years as it was not only affecting universities name but also number of admissions

Both offline and online marketing budget was more than 4 Crore, but the ROI was very low. Ad campaigns, both online and offline, were not performing well. In online campaigns, CPC was very high, and ad quality score was very low. Consultant fee was as high as 50k/admission. The cost bar of the company was on the higher side and the returns were getting low. Company was facing various challenges in terms of marketing resource allocation as well the decreasing rate of students.

The budget was bifurcated as described below:

Year 2017
ServicesBudget
Paper ads1 Cr
Digital media20 Lakhs
Consultant charges50k/ Student
Banners and Hoarding20 Lakhs
Admission Count500 Approx

Challenges:

Our team did a detailed research and tried to analyse the loopholes in the process. We tried to work on the problems before putting our entire focus on the working areas. These were some of the major challenges:

  • First thing that we found out was that all the ad campaigns were not functioning well.
  • Leads which they were getting was not of good quality therefore conversion rate was also poor.
  •  Limited reach and poorly managed campaigns were also a cause of concern.
  • We also realised that when someone enquired about NIMS university using search engines, they used to get negative links in the top results which was also a cause of concern since negative image prevented students from taking admission.

All these factors created a bad image in the minds of students which even lead to spread of word of mouth. Next step was to strategise and work on the improvement process.

Strategies:

A team of marketing professionals worked on the strategic goals that will improve the overall traffic and admissions.

  1. First Step was to restructure whole ad campaign. Idea was clear since the existing campaign was not in good shape and there was no scope for improvement, we created new campaign and kept them in structured and organised manner. We created new landing pages, Fresh ad copies were written and overall quality score was improved to make ads more relevant.
  2. Earlier quality of leads was poor, so we restructured the landing page. To improve lead quality we made phone number and OTP verification compulsory. It improved the leads quality and those who were really interested in taking admission filled the form.
  3. Earlier in Facebook campaign the target audience was not set, Neither the age group was defined. We divided facebook campaign in two different groups: one targeting students of 16-24 and the other one targeting the parents age 35-55.
  4. Budget for offline marketing, which was not yielding any results, was reduced and more focus was given on online promotion. Earlier most of the budget was spent on paper ads, Banners & Hoarding and consultant charges that was reduced to a great extent.
  5. Due to the negative links on google, NIMS was going down in terms of reputation so we took requisite measures to remove those links. We focused on branding and reputation management using all channels(Social Media, Search Engine, Content Marketing as well as offline channels like hoarding Educational Fairs etc)

Tools Used:

  • Facebook
  • Google Keywords Planner
  • Google Adwords
  • Google Analytics
  • Google Webmaster

Services Used:

  • Content and Creatives
  • Conversion optimisation
  • Content Marketing
  • Reputation Management

Results (We Delivered):

Year 2018
ServicesBudget
Paper ads0
Digital media28 Lakhs
Consultant charges0
Offline Banners and Hoarding + Edu Fairs15 Lakhs
Admission Count1700 Approx

Since campaign launch, we did not only cut costs, but also skyrocketed profits.

Read More

Enquiry Form

x