Posts Tagged holy grail
How to Strike Gold in Google’s Search Query Report
Posted by Alan Mitchell in Techniques on March 31st, 2011
Google’s search query reports provide PPC advertisers with two fantastic opportunities to improve the performance of their AdWords campaigns:
- Identify irrelevant keywords which can be added as negatives
- Identify new keyword opportunities for keyword expansion
The difficulty, however, is efficiently and reliably pulling out trends and insights from a raw search query report. According to Google, 25% of searches made each day are completely unique, and 70% of searches lie outside of Google’s Keyword Tool. While this suggests that the large majority of your search queries will have received only a handful of clicks (making trend-spotting extremely difficult), it also presents a great opportunity for identifying new keywords outside of the Keyword Tool.
This article will explore the techniques which can be used not only to identify negative keywords from a search query report, but also identify new opportunities for practical keyword expansion.
3 Steps to Mid-Tail PPC Profitability
Posted by Alan Mitchell in Techniques on November 5th, 2010
The beauty of pay per click marketing is that it allows you to choose keywords which are highly relevant to your business. By only showing ads for search terms which closely match the products and services your business offers, you can ensure a high degree of relevancy and strong return on investment from paid search.
PPC advertisers have abided by this relevant approach since the dawn of PPC, knowing that to maximize PPC profitability, ads should be shown for highly-relevant keywords, and not for irrelevant keywords. If you are a synthetic grass manufacturer, for example, you should only show ads for highly-relevant searches such as ‘artificial grass’ and ‘synthetic grass suppliers’, but not for less relevant searches such as ‘real grass’ or ‘buy grass seed online’. Showing ads for these less relevant keywords would achieve a low conversion rate and yield a poor profit.
Or so the theory goes.
But maybe there is a way to still achieve great results from these less relevant keywords? Maybe there is a way to reach a greater number of potential customers, while still achieving a strong profitability?
There is. But it involves a different way of thinking. It involves a different approach to simply bidding on a range of keywords, showing your best performing ads, and waiting for the sales to come flooding in.
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