Once a strategy is in place the next stage is to ensure that the PPC account is created and structured according to well defined best practices. These processes include, but are not exclusive to:
Implementing Account Structure & Naming Convention
Setting Up Available Ad Extensions
Setting Up Ad Scheduling (if apllicable)
Setting Up Geo-Targeting
Allocating Budgets within Account
Installing Analytics & JUMP
Replicating Account for all Networks & Devices
Creating the Reporting Templates & Dashboards
Setting Up Automated Account Alerts
Seed keywords are the starting point and foundation of our ad group structure. Once we have our ad group structure containing one seed keyword in each, we then start the stemming process.
Keyword stemming is where we identify tail keywords containing the seed keyword. We use a number of industry tools, and the search networks' search query reports to facilitate this process.
Our goal is to create a tight and granular ad group structure where all of the keywords contain the seed keyword, require the same ad copy and landing page.
As part of the stemming process, if a keyword is generated that changes the context of the search, or warrants a new ad copy or landing page, we treat that keyword as a new seed and start the stemming process again.
Here you can see that 'cheap calls for business' changes the context of the search. In this case we take the keyword and use it as a seed keyword for a new ad group for which we can write more appropriate ad copy and create a more appropriate landing page.
So, here you can see that the stemming process has produced another new seed keyword: 'conference calls for business'.
Not only does this process enhance quality score due to relevancy, it also improves conversion.
There are 3 main things we do when writing ad copy:
An important component of each keyword’s quality score is how relevant it is to the ad copy. So, in order to maximise the CPC savings gained through enhanced quality score, we ensure that the main seed keyword for each ad group is contained in the ad copy.
We have found that if you call a user to action - in other words, ask someone to do something - they are much more likely to act, to behave in the way you want.
Whether we would like to qualify or de-qualify the search traffic before it hits the campaign site is also important. The more specific and qualifying the ad copy, the lower the Click Through Rate (CTR) is likely to be, however, subsequently, the higher the conversion rate is likely to be.
The best way to qualify our ad copies is to make them as specific and informative as possible. This allows the searcher to make the decision whether they are interested in the website, or offering, without having to click to find out more.
Whether we use a qualified or non-qualified ad copy depends on:
Having established whether we would like a qualifying or non-qualifying ad copy; there are other points we consider:
As a rule, we launch campaigns with relatively non-qualified ad copies. This allows us to flood enough traffic during the initial stages to learn a lot about the different dynamics of any campaign. Based on the results, we can then make the relevant ad copy changes as part of the campaign optimisation process.
Whether using a main portal or a specific campaign site; we spend a great deal of time and effort ensuring that we deliver PPC traffic to the most relevant content within a site.
Other than brand and top level generic keywords, we avoid delivering traffic to the front door of a site. This would force visitors to navigate through the site to find the information or product they are looking for. In our experience, impatient users are reluctant and unlikely to do this.
As a result of our campaign structure and keyword taxonomy, which is generally linked to the structure of the website, we have very tight and focused ad groups. These allow us to systematically allocate the most appropriate and relevant destination URLs to each individual keyword.
Where searchers end up when they click on one of your ads is an extremely important component of the PPC campaign and can have a dramatic effect on the results achieved.
We often find the main goal of a PPC campaign cannot be fully realised by our clients’ main websites. Most company websites today have numerous agendas which all need to be catered for. They end up delivering a confused message. They are not focused on converting visitors to sales, leads, enquiries etc.
So we often create sales-focused campaign sites specifically designed to receive and convert PPC traffic. Our campaign sites do not have any of the distractions or leakage points found in the main websites, things like advertising banners, links to job sites, blogs and the like.
Each Jellyfish campaign site contains sales-driven copy, has prominent and strategically-placed calls to action, and, where appropriate, has a slick and user-friendly sign-up funnel.
In our experience there is no negative effect of running both a main website which concentrates on organic listings, which has its own commercial goals and a campaign site which concentrates on PPC traffic and has a very specific focus. In fact, many of our clients who have introduced a campaign site have found that it actually enhanced the performance of their main site.
The benefits of using one of our campaign sites are: