Do You Have Any Savings to Show For In Your PPC Advertising?

Any money you can save in your PPC advertising budget is money that can be diverted to money making campaigns.? You want the most targeted traffic for the lowest cost possible and every business owner wants to beat their competitors right?

PPC Management involves weekly maintenance with systems and procedures in place to work efficiently and effectively.? The necessary monthly investment of PPC related software tools to help sift through the mountains of data each week and the experience & diligence required to know what to do, when to do it, where to apply and how it should be done.

Below are the four main areas of focus each week as we seek to improve our PPC Clients? campaigns.? Here at Small Business Online Coach (?SBOC? for short), we believe strongly based on our results that incremental changes in the positive direction will compound over time to create the desired result of greater return on investment (ROI) for all our Clients.

It?s a win win scenario to strive for, where are Clients get more traffic, which turn into sales and profits and we continue to grow our mutually beneficial relationship.

Sifting & Identifying Negative Keywords

The first thing we do each Monday morning, is we look at your search query data for the previous week, and identify keywords that are not related to you getting a potential customer, but are costing you money.

Your search query data are all the keyword variations that triggered the display of your ads , so some accounts depending on the combination of keyword match types set, number of campaigns and adgroups within them running can have hundreds of new search query keyword variations each month.

This is due to the variety of different personalities out there, where they are within the sales cycle, and their different searching habits account for the large keyword variants.

For example, let?s say each week?

?there are 100 new search query keyword variations and by combing through them analyzing them for:

• commercial intent (the right audience that are most likely in the buying stage and not information gathering stage OR unrelated search in comparison to the offering of your business)

• meaning (for words that come up that are industry related, competitor brand, unrelated or unrecognised words)

So in this example, let?s say each week, there are 20 negative keyword variations, so we would:

• make that phrase or combination of keywords into an exact negative phrase so if it ever comes up again, it will not trigger your ads

• then we take the root keyword in that phrase that changes the intent of that specific search and we put on a different list

At the end we have 20 exact negative keyword phrases excluded and 20 root keywords in a list.

• Then we add those keywords in your campaigns, so any variation that any searcher types up with those root keywords in their search phrase will not trigger your ads

• Then we download your entire negative keyword list and record them in a master spreadsheet (XL) for your business.

So in this example, let?s say these 20 negative keywords have a combined daily search volume of 10, so that?s 300 each month at an average cost of $3 per click and your ads are achieving an excellent clickthrough rate (CTR) of 3%,

then that means that 300 X $3 X 3%= $27/mth X 12mths= $324 X 4wks of maintenance= $1296 savings per year in negative keywords!

Optimizing Keyword Bids

In a second section of reducing bids on keywords that have low return on investment (ROI)- the reduction in the bid prices is then multiplied by the number of estimated clicks and added to the total annual savings of the negative section.

For example, there are 20 keywords that can be lowered because:

• they have been running for a while and have conversion numbers that are not desirable

• they have #1 ad position for a while now, so we can lower bids to move the ads to position 2 or 3

• NOTE: We want to always begin a new adgroup with super aggressive bidding to get the top position and then by getting high CTR?s we will have a lower cost per click (CPC) compared to the competitors, at that point we can play with backing down the bids

So let?s say these 20 keywords bids in total were lowered by 50cents each, so that?s $10 in savings that wk, then for example sake we did this same amount for each week, that?s $40 for the month X 12mths= $480

Add that to the $1296 in the negative keyword sifting & identifying and your total annual saving is now $1776!

Review Costly Keywords

Then in the third section of weekly maintenance, we look for keywords that are costing you money in clicks, but not yielding any conversions, then we pause those keywords.? Let? say 20 are found a month at a combined cost of $108/mth, then savings is $1296 (same as negative keywords in this example).?

Now the total is $3072 for the year in savings!!

Adding High Value Keywords

Adding new keyword opportunities, increases your costs, but gets you more traffic and more leads.? How we calculate this is we SUBTRACT the cost of adding these new keywords from the potential savings we?ve accumulated so far.

So let?s say we find 20 new keywords to add to your existing adgroups.? In this example let?s say that it?s the same numbers as in the Sifting & Identifying Negative Keywords and Optimizing Keyword Bids sections and the total new added cost is $108/mth, so that?s an added cost of $1296.

So the potential annual savings of $3072 minus $1296 of new keywords added, now the actual annual savings from the month?s cumulative work produces $1776 in annual savings!

PPC Management is Essential

The value of proper PPC management cannot be ignored.? There are companies paying Google 30% or more than they have to in Adwords click costs by trying to do it themselves.

If you want to succeed in paid advertising, then you have to either do it all yourself, hire an employee, then train and support them with the proper software tools or contract out PPC Management Services.

Just look at your business- you are the expert in your industry.? When people hire you it is because it is more cost effective and you produce better results to provide them those services than it is for them to do it themselves isn?t that the case?

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Source: http://www.smallbusinessonlinecoach.com/blog/savings-show-ppc-advertising/

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