What Are Negative Keywords?
When building a PPC campaign you need to factor in both keywords and negative keywords. Whilst keywords represent those search terms that you would like your adverts to appear for, negative keywords are quite the opposite.
Defining your negative keywords is vital to ensure that adverts don’t appear for any searches that aren’t appropriate to your website. The success of any PPC campaign is usually measured in its effectiveness in attracting targeted visitors with minimal outlay, therefore it is necessary to ensure that any advertisements are as focused as possible, remove any redundant terms that could be ruining the Click Through Rate (CTR).
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In April, a new conversion column started appearing in AdWords reports and eventually the main AdWords homepage; it was called “Conversions (many-per-click)” and the old Conversion column was changed to “Conversions (1-per-click)”. This was done with no real fanfare at the time, especially considering the importance of the column. But what is “many per click” and is it better than plain old conversions?
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What is PPC Advertising?
PPC is an acronym for Pay Per Click. It is the most prevalent and popular form of advertising on the Internet and works by charging a pre-determined amount each time an advert is followed by a visitor.
Sponsored adverts appear with the vast majority of search engine results pages (SERPs). They can often be seen in a coloured box at the head of the main search results as well in a column running adjacently to the right.
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What is a Landing Page?
In simple terms a landing page is simply the page on a website that a paid advert or SERPs links to. The key to any landing page is to be instantly eye-catching so as to get the attention of your visitors as well as to be relevant to their initial search.
Landing pages can hold the key to a PPC campaign’s success or failure. It won’t matter how good the wording of your ad is or how regularly people click on it; if the landing page bears no resemblance to what you’ve advertised, people will soon leave.
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What is a Click through Rate (CTR) and why is it Important?
In any PPC campaign there is something called a Click through Rate, often abbreviated to CTR. Essentially, this is the percentage of people who have seen your advertisement and have then chosen to click on it.
To take it back slightly, every time your advert is shown on SERP (search engine results page) it generates an impression. If a lot of people see your advert, thus creating a high number of impressions, but choose not to click on it, you may find that your campaign is adversely affected. More on this in a moment.
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Why is my PPC Campaign not Converting?
There can be any number of answers for why a PPC campaign, which gains regular clicks, doesn’t convert into sales. However, first and foremost you need to check the landing page.
A landing page is where a visitor is directed to after clicking on one of your ads. If somebody follows a paid advertisement more often than not they are looking for a specific product or service. Therefore, if the page that they ultimately arrive at has no relevance to their initial search, they’re unlikely to stay and search through the remainder of your site.
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