In this blog series we’ve been talking about having the right words in your SEO campaigns. The precious budget you are investing into showing up on the first page of Google needs to be properly directed. It’s the same thing for PPC (pay per click campaigns).
Any Search Engine Marketing (SEM, SEO, PPC – however you want to label it, it’s all about getting on the first page of Google!) – needs to focus on paying for the right words.
Be Aware of Google’s “Synonym Intelligence”
Liked how I said be aware instead of beware, trying to be politically correct with the Google giant
When running Google AdWords (or any pay per click campaign), you need to understand how it is decided when and where to show your ads – which could subject you to paying for a click of course!
For example, we learned last time that you do NOT want to pay for someone to visit your site if they are looking for:
- Backyard pictures
- How to install patio stones
- Best modern kitchen gallery
Any terms that indicate someone is just researching a topic, not willing to pay for a solution (yet).
You DO want people to see your ads if they are searching anything that demonstrates buying intention:
- Backyard landscaping Oakville
- Patio stone installer
- Modern kitchen contractor
The challenge is that when you tell the search engines you want your ad to show up for ‘backyard landscaping oakville’, when someone types in ‘backyard pictures’, Google considers that to be a close enough related synonym that it will likely show your ad. Someone then clicks on it- a click you will pay for- and they will maybe get some free ideas, and immediately leave. They were never a potential buyer.
How to Avoid Paying for Clicks from People Who Will Not Buy Your Product/Service
Programming negative keywords is one of the most imperative things you can do in PPC to make sure your budgets is working for you and not lining Google’s pockets. Some general terms that should always be set as a negative keyword include:
- Do- it –yourself
- How to
Keep a list of all of the keywords that indicate a person is researching, looking for free ideas, or a do-it-yourselfer and automatically program those into every PPC campaign that you have.
In addition, brainstorm a list of terms that are more specific to an individual product/service each time you set up a new advertisement. For example- you might want to advertise your stone patio installing service, but ensure that you set patio stones as a negative keyword- you don’t want to pay for a click from someone looking to purchase their own patio stones for a DIY install.
Doing this ensures that you’re only getting the right traffic to your landing pages, and will increase your conversion rate while decreasing the cost per conversion.
Want to Learn More About Marketing a Landscape Company Online?
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