With a search term to keyword discrepancy ratio of 132:1, it can be challenging to continually improve your clickthrough rates and lower your cost-per-click averages. And by keeping them as search terms and not turning them into keywords, you will never be able to control them to take your PPC campaigns to the next level. So what does a search term report look like if we use this granular PPC tactic and use SKAGs? Sales With your PPC tactics now upgraded, your PPC campaigns should be driving up conversion volumes and making you more money. Hidden form fields can reveal to you things that happen during a conversion, like which landing page URL your conversion came from, where the visitor is located, or what keyword they typed in. The CTA Thermometer: Gauging Visitor Intent on the Temperature Scale Not all PPC visitors come through to your landing pages with the same conversion intent. Micro PPC Conversions: Breaking Down the Larger Conversion Into Smaller Pieces As you know, the more granular and detail-oriented you can get with you PPC campaigns, the more control you can have over the success of them. How far are your visitors scrolling down your landing page? Closing Thoughts Whether itís addressing the Iceberg Effect, tracking your sales vs. conversions, testing CTA temperatures, or analyzing your micro PPC conversions, each of these PPC tactics can have a significantly positive impact on the performance of your campaigns. With these useful PPC tactics, youíll be climbing your performance incline to the top with utmost ease.
Let’s say youíre climbing the performance chart that reflects your ad campaigns. After all that hard work and PPC strategizing you put toward improving your performance grade, how steep is the climb looking? Is it an easy or tough climb?
Some of us come off as natural all-star rock climbers, while others are left frigid, timid, and stuck to the crevices of the wall.
Whatís the secret? As with most things: proper training. And if you don’t have any, don’t worry — there’s still hope.
We here at KlientBoost have partnered up with HubSpot to bring you some rock solid tactics that you can use to get a grip on the whole PPC thing.
The Iceberg Effect: Gain More Control Over Your PPC Campaign
The search terms that you end up paying for and the keywords that youíre actually targeting donít always line up the way you want.
Too often we see the “Iceberg Effect” in action, where miscellaneous search terms below the surface are tacked onto keywords that we think are working properly in our ad campaigns. It gives us an unhealthy search to keyword ratio that might look something like this:
Not being in control of all those search terms? Not ideal. With a search term to keyword discrepancy ratio of 132:1, it can be challenging to continually improve your clickthrough rates and lower your cost-per-click averages.
How do you gain control of this icy situation? We use something called Single Keyword Ad Groups (SKAGs) to shoot for a 1:1 ratio of search terms to keywords, allowing for more control over the entire ad group.
Hereís what a non-SKAGs search term report might look like:
Itís not that any of these search terms are bad, itís that each search term has a different conversion and sales rate. And by keeping them as search terms and not turning them into keywords, you will never be able to control them to take your PPC campaigns to the next level.
So what does a search term report look like if we use this granular PPC tactic and use SKAGs?
Everything in the search term column matches the keyword column. With the SKAGs tactic, you can get super granular and isolate one variable at a time, which means you have more control over your entire PPC account.
And with the ability to lower your search term to keyword ratio to 1:1, you can take it one step further and do the same from keyword to ad. When this happens, youíre able to increase your clickthrough rate, which in turn:
- Increases your quality score
- Decreases your cost-per-click
- Increases your impression share
- Improves your average position
Value Tracking: Keeping Tabs on Conversions vs. Sales
With your PPC tactics now upgraded, your PPC campaigns should be driving up conversion volumes and making you more money. But do you know which keywords, audiences, or placements are actually making you money?
If you donít track the components of your campaign and attribute them to your sales, you might be missing out on where to focus your efforts. By implementing Googleís ValueTrack parameters you can automatically track data within URLs when your visitors convert.
When you tie your…