So I have been on the forum only a short amount of time but doing IM for about four years and more recently took the plunge into PPC now. I do bing PPC and I wanted to share with you some things I have learned. To your success........
DISCLAIMER This information is ment to be tips and tricks from my opinion and point of view...im not telling you or instructing you to go do exactly what I say, use it as a tool please
Ok lets get started:-
Like any work wether it be offline or online you should start with a positive mindset and go into what your doing with 100% effort and a good mindset. Especially with PPC where hard earned money is been spent and the risks are higher!
Budget And Time Allowance
A good thing to do is set yourself a limit wether its a daily weekly or monthly ad spend. Keeping control of this will be more effective and won't ruin your account. Dedicate time to your ad campaigns but also manage time and tasks for other areas of your business.
There are many tools for this research but google and bing tools seem to be good enough. In google sometimes its good to use and turn on the function where it says keywords closely related to the search term. This will give you more closer relevant long tail keywords to use in your campaigns. Also google main page is useful type in your keyword and scroll down to the bottom and it will say searches related to your key term so example:-
I typed in "dog training" and got
- dog training tips
- dog training videos
- dog potty training etc
Ok so moving on your also want to have a mix of long tail and short keywords in your ad groups to really test the marker and niche. I recommend more long tail because there are further in the buying cycle keywords but in terms of lead capture sometimes two word keywords work very well.
I have posted about keyword types before but I feel it will useful here!!
Browse keywords - keywords people use to generally browse between websites,
products and services, with little to no intention of buying.
For example: “Dog training”
Compare Keywords – keywords and phrases people use when they know what they need but haven’t decided what product will suit their needs.
For example “Rottweiler training program”
Buy Keywords – phrases people use when they know exactly what product or service they wish to buy. They have settled on a specific product or service and are looking for a website which provides that service.
For example: “Pit-bull Potty Training book ”.
Now in terms of keywords in bing let have a look at that:-
- Have smaller keyword lists per ad group, see what works and was does not in terms of keywords numbers. too many and you lose relevancy...too little and you lose search volume. Key point is too keep testing the good keywords and make sure to lose the bad, so there not getting just impressions and affecting your CTR and CPC.
- Use a negative keyword list, without one you will be throwing away a lot of money and wasted clicks. Use negative phrase not negative exact. ok example:
negative exact would be inputted like this [negative exact keyword]
The above example is when using the main keyword as broad type. Using the negative phrase keyword will be more beneficial in your campaigns and filter out even more less targeted customers!!
3. The use of the main keyword should try and be incorporated into your ad, ad title, display url and destination url: lets look at an example :-
My Main keyword is DOG TRAINING
An ad could look like this:-
Dog Training 101
How To Train Your Dog With
These 3 Simple Yet Highly
www.dogtrainingguide.com <---------This is the Display URL
www.dogtrainingguide.com/(a section of your website or landing page)
This is just an example, but it show bing a very relevant ad, keywords and a relevant landing page or website. This is just an example I would not use such a broad keyword as "dog training" try to find more long tail ones!!
So in terms of keyword targeting see what works. I have been having some good success with using the [exact] and "phrase" match types when selecting my keywords and bids but you will have to figure out your bidding strategy and see what works for you.
You can bid high and then lower your bids as the CTR improves and the CPC lowers or you can start off low and build up your bids and ad position until you have good CPC and CTR. TEST TEST TEST MY FRIEND!!
ok I think that covers most things with keywords let me know if I have missed something!!
BING CAMPAIGN SETTINGS
Now lets go through these :-
campaign budget. so you have two options here standard or accelerated. standard will even out the clicks through out the day and accelerated will use up your daily amount quicker. Stick to a daily budget to test the niche!!!
AD language pretty self explanatory but sometimes for different offers this could change just find out what your offering and go from there.
Locations here you want to tick the box that says "selected cities" then choose the country or countries you want to target. This is a key point because for example one offer I promoted the other day the buying demographic was 74% usa. so it makes sense to target USA.
Advanced location options here you should tick the box where it says "show ads to people in your targeted location. So our location for this example is USA and now this will only target people in usa been a lot more relevant to our buyers.
next is ad creation and keywords but we have covered some of that and will do more so later
set bids you next need to set bid amount for search network and content networks. but here just put an average CPC you can adjust it later. however most offers you just need to target search network so turn off content you will have wasted clicks.
advance targeting options
AD schedule you can choose when your ad is displayed for example Monday to Friday Saturday and sunday. use some knowledge and find out when your target customer will be buying the most of clicking. Example. If your promoting something geared towards students. select time where they will be home and not at college. Adjusting this will be a lot more relevant and you will not waste unwanted clicks and impressions.
Demographic here you can select male or female and ages to target again very useful for been ultra targeted example. I knew for one campaign that 90% females brought the product and their age was 20-30 so you need to select those age groups by increasing the bid on that age group and decreasing the bid percentage on the other non targeted age groups.
Ad distribution here is where you want to turn off content network you only want search.
pricing model cost per click
Schedule and exclusions is pretty self explanatory so just select what you want.
Ad rotation you want to select where it says "rotate ads more evenly" this way you can test a lot better.
and lastly keyword matching options just both options work with different offers choose accordingly when you set up your ad!!!
So how can you achieve great CTR low CPC And a high ad postion???
- research your given niche/offer demographics setting etc some affiliate platforms have this information and it very good for targeting.
- TEST TEST TEST- test your keywords, landing page, ad copy etc
- BE relevant in all areas. when I started I read the TOS many many times so I knew exactly what they would allow and would not.
- If a certain keywords of keywords are performing very well extract them and put them in their own ad and ad group and scale up if your making sales.
- be willing to fail and learn from what going wrong. you can control quite a lot with your campaigns but put in the time and see what is working and what is not.
Ad copy tricks
so lastly I wanted to touch on ads and ad copy. now here are some examples and tips to improve your CTR:
dog training tips
dog training tips guide
what works today
Dog Training 101
Discover the Secret
Dog Training Tips the Pro's Use!
Now example one is not good but example two is so here is why :-
The title is a lot more appealing and the use of numbers attracts the buyer
Capitals are used effectively through out the ad copy and if you notice the word "the" is left uncapilized. this seems to work very well.
The explanation mark at the end works well also.
Also the words "discover" and "Secret" play with the emotion of the visitor instead of the boring ad copy in example one!!!
AD example number two would definitely get a much higher CTR!!!!
so this is my contribution and tips to this section. Now there are lot of people on here with more experience and knowledge and I have probably missed some things but I just wanted to give back to this awesome forum and hopefully help some people