In this article we will discuss the 5 most important questions to a PPC keyword Strategy.
What keywords to use in your keyword strategy?
There are a ton of options depending on your business model to consider, select or use in a PPC keyword strategy. One should consider the intent behind the query, top products or services related to your business and budget. Competitor keywords should also be considered.
Structuring the keywords from there, should be planned well depending on the campaign type, geo locations, and budget per campaigns. One could structure them into buckets of high, medium and low intent or by, costs per click, or if one has the data already, reorganized into top converting or profitability keywords. It really all depends on your business model and needs so its always a good idea to get a google PPC management company to consult with like us. Typically I would avoid very generic keywords. Start with your website URL in say keyword planner for Google to provide some relevancy based on how your website is built. Just know that if you aren’t seen keywords you would want to show up for, that means your website isn’t being seen for those same keywords as relevant by Google so you might need some content or website changes to fully optimize your changes to have good success on Google ads.
Who should put together your PPC Keyword Strategy?
The options are various but one could choose a freelancer, agency or hire an inhouse paid media specialist so long as they have enough experience to do so. That being the key point, vet and find an experienced digital marketing agency to run all things for your business and ideally at some point you could potentially hire an in house digital marketer. We obviously would hope you choose us to run your Google ads management and in which, we would for sure put together your keywords into themes if say in a search campaign to give the best results possible with quality scores and the contextual signals Google has expanded keywords to also consider around the various keyword match types. One could also solicit Google, but keep in mind, google won’t actively monitor after set up for you so often they will use straight broad keywords and not apply a lot of strategic negative keywords. So you will have a lot of less relevant queries you will probably be spending your ad spend on and have lack luster results.
Where should I look for PPC keyword strategy?
Depending on your budget and campaign structure and strategy you could use your PPC keyword strategy into your search campaigns, PMax campaigns. From search terms, to search themes or even custom segments in PMax are all good places to consider where to leverage some of your intended targeted keywords, search terms, custom intent terms.
Structuring these will depend on your ultimate goal. You might want to ideally test a small budget to begin with but overtime, any good agency will have plenty of ideas to help you scale your business. From PPC keywords, to campaign types, sales is still sales in digital marketing, just looks very different on the backend and deploying it, can be easy, or quite complex if you are a nationwide or international company. There are nowadays also Google growth reps that can assist you if you are lucky enough to get one assigned to your account and in our experience they have been pretty good to work with in assisting with keyword strategy related items.
When to use a PPC keyword Strategy?
Any good business should have some keyword strategy being leveraged and deployed before, during and ongoing throughout your PPC campaign. It for sure can change overtime and be restructured, but one shouldn’t just scrap all things and start over with a new agency. There is historical value to keywords that have been running for awhile in an account as long as the quality scores were optimized overtime. Campaign types will also change how this looks as you could interlace search themes, custom segments and search terms into say a PMax to really maximize your efforts and feed the bidding strategy and algorithm the data is needs to really perform, but again, it will just depend on your business needs.
Why use a PPC keyword Strategy?
Structure is important as from a campaign level, data aggregation is seen, as you drill down into ad groups or asset groups, you can see in various ways how they perform. One should ideally nest the themes in a similar fashion for data reporting but also, clean attribution on performance and keyword quality scores. You may, or may not know that keeping themes to ad groups is a good idea for quality scores, and overtime, if you work on the quality scores, you could achieve a higher position for a cheaper cost per click above your competitors in the ads auctions thus pulling down your cost per acquisition or new customer acquisition costs. Cleaning up your strategy could save you thousands of dollars of ad spend, raise your profitability, lower your CPA’s and make you much happier with your Google ads management company.
In summary, there are many places and ways to structure your strategy with many various people but take care when choosing the right people to deploy your strategies as we have seen hundreds of thousands of dollars of wasteful ad spend by simply a lack of thinking of user intent and or proper negative keywords. Any good agency won’t just set it up from instructions, but ask questions, actively engage in conversation and optimize your keywords overtime. There isn’t a one size fits all as Google ads is always a custom set up and shouldn’t be a templated buildout from generalized ideas.