Posts Tagged quality score
So you’ve realised your current Google AdWords strategy is missing out on a big opportunity to connect with long-tail searchers who are further along in the buying cycle and more likely to convert. You’ve also realised you’ve collected a wealth of search query data while you’ve been running your current Google AdWords campaigns over the past few months or years. You therefore want to use your search query data to improve your long-tail targeting, reach these searchers at the later stages of the buying cycle, and increase your return on investment (ROI) from Google AdWords marketing.
However, when analysing your search query report, it can all too often be overwhelming. It can be hard to know where to start. You find yourself falling victim to analysis paralysis, and give up without making any tangible improvements to your campaigns. So to help mine your search queries for new long tail keywords, below are 3 techniques I find incredibly useful:
Back in 2009, I looked at the standard of PPC ads being displayed on Google in Australia, using the Sydney hotel industry as an example. I found that the majority of PPC ads being presented on Google by Australian businesses were poorly targeted and unengaging, and concluded that considerable opportunities exist for Australian businesses who take the time and effort to develop tailored and effective long-tail Google PPC campaigns.
Three years on, despite Google PPC marketing becoming more widespread among businesses in Australia (and arguably more competitive and expensive as a result), there still appears to be very few Australian businesses who provide high-targeted and tailored ad messages which cater from the growing long-tail of search. A huge amount of valuable keyword and search query data now exists for every PPC advertiser, but it appears that most PPC campaigns in Australia still consist of only a few hundred keywords and only a few hundred ad messages.
Due to the increasing popularity of Google, people are now typing a wide range of specific searches into Google, and are expecting more relevant and helpful search results and ads. However, when searching for these specific long-tail phrases, it appears that the general standard of PPC ads in Australia is very poor. For the search ‘sydney hotels near the rocks’, for example, notice how few PPC ads make any mention of The Rocks (a location in Sydney). The searcher has typed a specific phrase where location seems to be an important consideration, yet few Google PPC ads fully cater for their needs and requirements.
WordStream last week carried out some fascinating research on Google AdWords CPC prices of different sectors. One key finding was that the finance industry carried high CPCs of up to $54.91, while other service-related sectors such as education, law and health also exhibited expensive CPC prices of over $30.00.
It’s All Relative
Since CPC prices are often closely linked to the potential profitability of a sale from that keyword, the CPC price is often a mute point. A ‘bad credit history remortgage’ could be worth $15,000 profit to a remortgage broker, so having CPCs in excess of $50.00 can deliver a strong return on investment.
On the other hand, the keyword ‘New York weather’ has little commercial intention, so keywords such as this tend to benefit from low CPCs.
While this relativity of CPC prices makes CPC comparisons across sectors rather meaningless, most PPC advertisers would jump at the chance to pay lower CPCs. So below are 4 strategies I’ve found useful for achieving lower CPCs, while still maintaining a strong conversion rate.