Managing PPC campaigns whether it be searching, social, or even display-based can become almost habitual in a way. While this does allow a scalability in a sense, it does cause blind spots in different legacy accounts, whether working more than a year or not. There are a few tactics that work better than others, and here, we’ll highlight what they are, and why they matter.
The first tactic is one singular broad keyword, and from there, use one long-tail keyword with a bunch of negatives. This is a broad match antithesis of control. The broad match keywords do become grounded within the syntax of the keywords chosen when they have at least 5 or so words. Broad match opens up access to concepts of keywords that would otherwise be too expensive for investing.
Understand that every keyword you’re trying to target is added as an exact match negative, ensuring that you get the broad match keyword focus, giving out new query ideas and other searches, and have your core campaigns used to deliver sales and leads with keyword concepts.
You should make sure layer this as well in a broad group or campaign so you can do the prequalification for dataacquisition.
Next, try to lead with display, and then remarket the search. That’s because you probably don’t have the budget that’s there for google search on the first touch. Display is a way to bring froth a curated audience that’s worth investing in. you want to make sure that you have the custom intent, the custom affinity, and in-market audiences is what you want to represent your prequalified brands for. Layering on a display campaign where the cost does have a dramatically cheaper factor in this in order to curate this is a good way to really look at branded search.
All of your ad types should be aligned with the audience in question, and the display isn’t an exception, so always make sure that they’re creative and attention grabbing, and consider a hybrid approach with the different images. Find something that gets the attention of a user, highlighting the product with a call to action option, and subtly engages the user in order to think about the subscription model as opposed to one-off purchases.
The next tactic is that you should protect the general service terms for the false positive branded and the false negative competitor metrics. Most of the kw=keywords that are there are capable of adding in the branded or competitor terms in order to create false positives within the metrics.
With branded and competitor terms that are live within their own campaigns, and making negatives anywhere else, the campaigns are able to focus on the primary job they’ve been given, such as the general product or service, the location, and other such factors. You can use campaigns that represent the budget, so always choose the jobs that serve the brand correctly, as well as allow you to have accounts that are easy for management.
Finally, use the dynamic search ads for keyword research, since this creates hybrid approaches between the PPC and the SEO, which empowers the PPC campaigns through the SEO sites that are there. This improves the crawlability of google on your various sites in order to reach the exact results that you want from this.
These tactics are great to try out and utilize, and with the way each of these tactics work. Try them out, work through each of these, and see for yourself all of the benefits that come from this, and also what you can get from your keyword searches.