Tracy Woodworth, Media Analyst at Convertro (http://www.convertro.com/) goes over building a strong SEM campaign. Watch this to learn how to find strong keywords, and grow your PPC campaign.
- Aggregate high performing keywords
- Isolate exact keywords & pull out from broad match PPC
- Non-contributing keywords should be classified as negative
- Harvest organic keywords & add to PPC campaign
SEM is a Search Engine Marketing. And for the most part, and just about any campaign that you’re ever going to run, it’s going to be your most qualified revenue stream of going into the market and actually, finding leads that are highly qualified towards whatever your specific service or product is. And it’s also sometimes one of the ones that are easiest to waste money on. And what I mean by waste is just you’re not getting any return on it. And obviously, you want to eliminate that from your budget and from your media campaign so that way, you can reallocate your investment dollars.
So, what you’ll do is you’ll just mind for the data and find out what’s actually working.
What you’ll take a look at is you’ll harvest some organic keywords together. And by harvesting, what I mean is you’ll wait for the really good keywords to kind of pop up and be hand razors. And then, you’ll just go ahead and you’ll aggregate together all of those keywords. And you can do that by running different contribution type reports. You might need the third party tool to be able to do this. But you’ll take a look at the organic keywords that converted on your organic site versus your pay-per-click site. And any keywords that actually resulted in a – in contribution towards your bottom line, those are going to be the keywords you’re going to want to add in your pay-per-click account.
So, that’s pretty easy to do and that’s very effective to do. Most people just don’t do that. Then what you’re going to take a look at for your pay-per-click account is what are the terms that are on broad match, what are the terms that are on phrase match? And next to those keywords, there will be the exact query string. And you’ll take a look at that query string and you’ll be able to aggregate together the different keywords that are actually resulting in a positive contribution. And then, you’ll put those back into your account as an exact match.
And the way that will save you money is if you’re spending a lot of money on Broad, you’re also wasting a lot of money on broad. And so, broad is really just your volume driver. Exact is going to be your performance indicator.
What you’ll also be able to do is in running these reports, you’ll take a look at keywords that are resulting in zero contribution but are achieving clicks, and since you’re paying on a cost-per-click. Obviously, if you’re paying out and you’re not receiving back, those are going to be what you’re going to want to put in your negative account.
If you were able to take all of these keywords and you were able to allocate them into the appropriate match types, you’re really going to make your campaign very efficient. And if you can also put in those negatives as well, then you’ll just – you’ll be stringing all the wasted ads spent. So, you’ll be able to streamline your account this way.