Having recently entered the ever-changing world of pay-per-click (PPC) marketing, there is one concept that I feel every fresh faced PPC-er must understand: the importance of relevance.
I know relevance sounds like a very simple concept, but it has a huge impact on the success of a PPC account. The keywords in the ad group must be relevant to the ad copy. The ad copy must be relevant to the landing page.
It is very intuitive if you think about it. If the customer sees an ad that is not relevant to their search query, they are simply not going to click on it. Furthermore, if the keywords are relevant to the ad copy but the ad copy is not relevant to the landing page, they are going to immediately leave the site and not convert. Everything within an account must be consistent and relevant in order to see conversions.
Tips on how to increase your relevance:
Group Campaigns by common theme, product or service
Group keywords into ad groups as precisely as possible
Tailor ad copy to match the ad groups and the keywords within those ad groups (different ad copy should be written for each ad group)
Insert keywords from the ad group into the ad copy
Insert a call to action into the ad copy (“learn more”, “get information”, “buy now”) so the consumer knows what to expect after they click
Add a benefit to the consumer in the ad copy (some type of promotion, sale or pricing details)
Here is an example of how a sunglasses retailer should and shouldn’t set up its PPC campaigns.
Campaign: Ray Bans
Ad Group: Ray Ban Aviators
Ray Ban Aviator
Ray Ban Aviators
Buy Ray Ban Aviators
Browse Ray Ban Aviators
Ray Ban Aviator Sunglasses
Buy Ray Ban Aviator Sunglasses
Why this works:
The campaigns and ad groups are grouped very specifically (by brand, then type of sunglasses from that brand)
The keywords are all focused and relate to the ad group
The ad copy is relevant to all of the keywords, has a call to action and provides a benefit by mentioning reduced prices
What doesn’t work:
Ad Group: Various Brands
Ray Ban Sunglasses
Maui Jim Sunglasses
Why this doesn’t work:
The campaigns and ad groups are too broadly grouped
The keywords are not specific enough and there are various brands in this one ad group
The ad copy would be irrelevant to a customer searching for anything other than Ray Ban Aviators
No call to action or benefit to the consumer in the ad copy