As a PPC internet marketing advertiser, you already know the basics of PPC; but you might not know that there is more to PPC advertising. To make the most out of your campaign, there are unconventional practicies that you must understand.
1. How to Multivariate Text Components in Campaigns. In this technique, you’ll learn concepts in PPC such as syndication, geo-targeting, keyword match type, and day parting. Syndication means testing the conversion rate of content syndication against other elements. Geo-targeting is testing geographic locations to see which area has the most targeted audience. Keyword match type uses all match types in the campaigns. Day parting is bidding up or down during a certain period of the day or week. You must coordinate your bid percentage to the click through rate if the click rate is high on a certain day.
2. How to Tap Long Tail Terms. Another advanced practice in PPC is boosting long tail terms. Here’s how you do it: (a) Calculate the click value. For a low volume keyword, the click value is the probability of conversions and value of that conversion. Examine the worth of the main keyword versus the tail. For example, the keyphrase “baby clothes”, the click value may be $5, while the long tail term could be worth $15. (b) Reward the searcher’s choices by customizing landing pages to match the searcher’s query to get a higher conversion rate. (c) Monitor your campaign data by looking into outliers in the data. Bear in mind that several city keywords can also become brand keywords.
3. How to Use Dynamic Keyword Insertion Properly. A great way to change your adverts and be innovative is dynamic keyword insertion. You can use abbreviations such as a state name or the name of your company to appear in your ad. However, test your dynamic keyword insertion in ad groups where keywords are really focused and related, and only with precise keyword match.
4. How to Handle Portfolios of Keywords. In this strategy, the secret is to minimize keyword management since Pay Per Click campaigns are growing larger every day. Through this, you minimize the risk of market fluctuations. Keep in mind that keywords come with cost, rate of return and risk; so monitor its performance and market behavior to lower the risk. You have to establish your own rules and aims of your campaign, measure its performance often, and experiment with new keywords.
If you want to apply these advanced techniques in your campaign, you can do it yourself or you can hire a paid search management company for an even more effective, hassle-free and cost-effective PPC campaign.