Sarah Knoepfler By
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In my opinion, Valentine’s Day is a either a day you hate to love, or probably more likely, a day you love to hate. As one coworker put it, there is so much pressure to “get it right” (don’t worry Pete, I’m not naming any names here). Not to mention the added emphasis of being single if you happen to not have someone special to spend it with (nope…not talking about me here, not at all).

Valentine's Day

Noun “February 14, observed in honor of St. Valentine as a day for the exchange of

valentines and other tokens of affection.”

It got me thinking though about how even the best relationships can always benefit from a little extra ‘oomph’ from time to time and that maybe a day devoted to love and affection isn’t such a bad idea after all.  How does this relate to PPC you ask?  Well, just like all relationships need a little extra lovin’ from time to time, there are several things you can do within your PPC account to help put that spark back in there as well.

Choosing the “right one”

How do you know which match type is right for you? Google advises that when choosing the appropriate match type for a keyword, to follow a broad-to-narrow strategy.  As your broad matches quickly gather impressions and clicks, you'll be able to monitor which keyword variations triggered your ads by reviewing the search terms report. The "Match type" column in your search term report tells you how search terms that triggered your ads on Google are related to actual keywords in your account. You can use this information to improve your keyword list. Identify new search terms with high potential that you want to add as keywords, and weed out any terms that aren't as relevant to your business. If you find that most of the variations shown in the search term report are irrelevant, consider making your keyword match types more specific.

To view your search term report:

1. Sign in to your AdWords account.

2. Click the Campaigns tab.

3. Click the Keywords tab.

4. Click the Keyword details button above your statistics table.

o Select “All” from the drop-down menu to analyze all search terms or to only see search terms for specific keywords, first select the check box for the keywords you want to see, then choose “selected” from the menu.

Keeping Score

Most relationships won’t last if you are constantly keeping score, but when it comes to your PPC Accounts, it is actually a good thing!  Quality Score is an estimate of how relevant your ads, keywords, and landing pages are to a person seeing your ad. Having a high Quality Score means the systems thinks your ad, keyword, and landing page are all relevant and useful to someone looking at your ad.

An easy way to check your quality score is to enable the Quality Score column. 

1. Click the Campaigns tab at the top.

2. Select the Keywords tab.

3. Click the Keywords tab.

4. Look for the Qual. score column in the statistics table. If you don't see this column in your table, you can add this column by doing the following:.

o Click the Columns dropdown in the toolbar above the statistics table.

o Select Customize columns.

o Select Attributes.

o Click Add next to Quality Score.

o Click Save.

Too bad this type of report doesn’t exist when it comes to dating wink

Variety is the spice of life…and relationships

It is important to perform statistically sound ad variation testing.  It is best practice to have two ad variations active at any given time, pausing ad copy that does not perform as well and continuously testing new ad copy to increase account efficiencies.

In order to grab the attention of the person searching for a term, an ad must be relevant, accurate and engaging.   Below are some best practices to consider when testing ad copy:

  • Include a call to action –Using strong verbs like “Start Your Search!” or “Get Your Free Quote!” will tell the customer what they can expect to do when they arrive on your website.
  • Highlight what makes your business, product or offer unique – This can include highlighting things such as “No Obligation”, and “Free Trial” for example.
  • Include prices, promotions and exclusives – Examples would be “Free Shipping” and “Valentine’s Clearance Sale”.

Don’t be Negative

Nobody likes negativity in a relationship, but when it comes to your PPC account, being negative can be a good thing. A vital part of managing a PPC account is the proactive addition of negative keywords.  These keywords give the advertiser control over which keyword variations will not trigger their ads.  It is important to frequently run a search query report and evaluate it for irrelevant and wasteful keywords and add them in as negatives.

Give it time

All relationships take time to grow and find its groove.  You will not see improvements overnight, but by doing these small consistent changes; you will product the best results over time, seeing steady results within 30-60 days.