- These are the actual words or
phrases that you bid on in Google's dynamic
bidding landscape. Depending on the word(s)
chosen, there may be low competition and
low costs, or it may be extremely competitive,
where you pay $25 - 40 every time someone
clicks on your ad. Added to that incredible
variance, there are different "match
types", so that you can choose whether
your ads are shown only when the exact
keyword phrase is displayed, when the
keywords are displayed in any order, or
when the keywords are entered along with
any other words-broadening the potential,
but lessening its conversion percentage.
Clickthrough Rate - One of the
important factors governing the effectiveness
of the campaign is the percentage of users
that click on your ad versus how many
see it-this is known as the Clickthrough
Rate (CTR). A low CTR might be indicative
that users who see your ad don't find
it very relevant to what they are searching
for. Conversely, a high CTR means that
you are doing a very efficient job attracting
attention (through your ads) and getting
users to click them.
- Arguably, the most important
aspect of a paid search campaign is the
landing page-this is essentially a microsite
with limited navigation (so as to encourage
matriculation through a conversion funnel).
Directing paid search traffic to a homepage
is a common mistake, and results in far
less efficient performance for a campaign.
While a landing page should be similar
to the look-and-feel of your site, its
elements are typically very different
and have unique functions. At its core,
it should convey your value proposition
and intrigue the customer enough to enter
their contact information and learn more,
or purchase a product, depending on the
business model. If you do not have a landing
page created, we can assist you with that.
Implementation - Google provides
a tracking pixel (a simple line of code)
that can be placed on the desired page,
to track whether or not an individual
that clicked on your ad, actually made
it past your landing page. This is important
because while analytics for the paid search
campaign are important, they are only
one-half of the puzzle-even more important
are whether or not the people that clicked-through
your ads actually became customers.
At Xcellarant, we have assisted dozens
of businesses with setting up paid search
campaigns, and understand the importance
of the above factors. We will incorporate
the details of your business, develop
the appropriate keywords, cost-per-click
(CPC), match types, ads, conversion tracking
and landing page (if not already created).
Whether you would like to set a preliminary
budget at $50/day or $5,000/day, we will
set up the campaign and when your team
is ready for the leads, turn it live.
At that point, we can train you to manage
it yourself, or we can manage
your paid search on an ongoing basis.