Category: Adwords

The Best Way To Choose Keywords for PPC

Post author By Jon Rognerud
Post date February 2, 2023

What Is the Best Way To Choose Keywords for PPC?

Every effective digital marketing plan has to include a solid (positive return) pay-per-click campaign. PPC works well with SEO and content marketing to make sure your company is seen by the right people.

You drive traffic with carefully picked search terms, but what is the best way to choose keywords for PPC ads?

Here’s a quick guide to get you started.

The Best Way To Choose Keywords for PPC

To start creating a strategy for this type of marketing, you need to understand what it is.

With a pay-per-click ad, the advertiser pays a fee each time a user clicks the ad.

PPC is typically used to direct traffic to websites to encourage sales and conversions.

There are several platforms that offer PPC advertising, including Google Ads, Bing Ads, LinkedIn Ads and Facebook Ads.

These platforms allow advertisers to create ads, set a budget, and target their ads to specific users based on demographics, interests, and other factors.

PPC advertising can be a cost-effective way for businesses to reach their target audience, allowing them to bid on keywords or phrases that are relevant to their products or services.

When users search for the selected keywords or phrases, the advertiser’s ad may show up in the search results.

Since your ad placement and budget will depend on your keywords, it’s easy to see why you need a strategy to choose the right keywords.

There are several factors to consider when choosing the best keywords for your needs.

Relevance

The best way to choose keywords for PPC ads is to think of words and phrases relevant to your business and the products or services you offer.

This helps ensure that your ads are shown to users who are interested in what you have to offer. There are many tools available to jumpstart this process, including the Google Keyword Planner.

Search Volume

Consider the number of people who are searching for the keywords you are targeting.

Keywords with higher search volume may be more competitive, but they may also be more effective in driving traffic to your website. Between transactional, informational and navigational search, you’ll want to balance brand awareness searches vs. sales/value based ones.

Cost-Per-Click

Research the cost-per-click for the keywords you are considering.

Keywords with a higher CPC may be more expensive, but they may also be more effective in generating leads or sales.

Quality Score

Google Ads (AdWords), among many variables to determine quality – uses a ‘Quality Score’ metric to determine the relevance and effectiveness of your ads, keywords and landing pages (your content and congruence to the ad).

Keywords with a high Quality Score may have a lower CPC and may be more likely to appear in a higher position in the search results.

Note: QS is only part of the equation as mentioned, so make sure to have complete insights to all your metrics and important touch points (e.g. ‘conversions’ and ‘sales metrics’).

When picking the keywords you will target, you need to balance all of these factors.

Having great keywords that are very relevant but cost too much may limit how far your budget goes, while using cheap keywords that aren’t high-quality will hurt your traffic and sales.

Learn the Best Way To Choose Keywords for PPC and Start Growing

PPC marketing can be a great asset to your company’s growth plan if you do it the right way.

When you aren’t sure about the best way to choose keywords for PPC, there is help: At Chaosmap we are focused on helping you increase traffic in a way that supports building revenue.

Reach out today and find the keywords that are worth your money.

Sources:

https://www.pandadoc.com/blog/how-to-choose-keywords-for-ppc-campaign/

https://chaosmap.com/services/google-ads

https://www.searchenginejournal.com/ppc-guide/ppc-advertising-benefits/

Tags adwords ppc, google ads

Adwords Analytics Budget Digital Advertising Analytics PPC

The Only 4 Metrics You Need For Profitable Advertising With Facebook & Google

Post author By Jon Rognerud
Post date September 16, 2020

Online marketing is a must for any business looking for serious growth today.

Your company can’t survive without advertising in a market where your competitors are spending multiple thousands of dollars on ads each month.

Yet…

Topping their advertising costs isn’t necessarily the smartest of solutions.

Your marketing can yield better results if you spend your budget where it serves you best. With that, you’ll make up for all your costs, attract better clients, and emerge profitable.

That’s why you must calibrate your marketing costs to ensure that your investments will succeed.

So that makes you wonder…

What metrics should I focus on to ensure profitable marketing?

1- Return On Ad Spend (ROAS)

ROAS is an essential metric that allows you to evaluate your ad spend and manage your budget more effectively.

It measures the expected returns for each dollar you spend on an ad. You’ll then be able to choose the best performing ads and spend more money on them.

You can easily calculate ROAS using the following formula:

For example:

If you spend $1000 and get $3000 in return, your ROAS is 3. The result means that — for each dollar you spend, you make three dollars back.

NOTE: When you are starting a brand new campaign (or existing), it’s necessary to also review your Average Order Value (AOV) and Cost Per Acquisition (CPA). Understanding these numbers will help track the “health” of your business and advertising overall. You’ll know that a CPA less than AOV is highly beneficial!

2- Return On Investement (ROI)

ROI is a financial metric used in many areas of business. It’s a ratio similar to ROAS, which also helps you assess your marketing campaigns’ success.

But…

Unlike ROAS, ROI deals with the overall costs of marketing and business. And it does that by looking at the net profit instead of revenue.

Here’s how to calculate the ROI for your campaigns:

For example:

A starter business has made $25000 in revenue in its’ first month. It spent $8000 on ads but also has additional financial costs of 18000$.

By running the calculations, we find:

(25000 – (8000+18000)) / (8000+18000) x 100 = -1000/26000 x 100 = -3.84%

The company has an ROI of -3.84, which means that it’s still losing money.

This is why you need both ROAS and ROI to better evaluate your success.

3- Customer Acquisition Cost (CAC)

CAC is the average cost a business pays to acquire a new customer. It’s a unique measure that can help you increase your profit margins significantly and dominate more markets.

Customer acquisition cost is calculated using the following formula:

For example:

A business spends $9000 (marketing expenses) each month to acquire new customers. That includes employer salaries, ad spend, paying for third-party tools, etc… The company acquired 150 new customers during that month.

In this case:

CAC = 9000 / 150 = $60

The business is spending $60 to acquire new customers, which can be either good or bad based on many factors.

But, the general rule of thumb is this:

A lower CAC allows more flexibility with your marketing budget as you can convert a lot more customers for lower prices.

4- Customer Lifetime Value (CLTV)

CLTV is a forecast of the total amount of money a customer will spend on your business. It tells you how valuable a client is throughout their whole relationship with your brand.

Calculating CLTV depends on your business plan and revenue model.

To calculate this measure, you must estimate the following :

Average sale value
Average number of transactions per customer
Average customer lifespan
Profit margins

Your formula should look something like this:

Calculating CLTV allows you to manage your ad campaigns more efficiently. You’ll have tangible numbers to compare to your customer acquisition costs.

You can then work on increasing CLTV and decrease CAC to boost profits and reduce costs.

Ready to Get Started With Paid Advertising?

Chaosmap has a dedicated team of digital marketing experts and professional advertisers at your service. We’ll help turn your company into a profitable business with paid advertising and PPC.

Take a quick look at our Pay Per Click services to learn more about our process. Contact us today to get a quote for your project.

Adwords Campaigns Competive Analysis Google online marketing

SEMrush for Competitive Research: Best 3 Tools to Run Your Paid Ads

Post author By Jon Rognerud
Post date July 9, 2020

Competitive research is the first step to growing your business with paid ads. It allows you to learn new ways to serve your target audience and avoid your competitors’ mistakes. And it helps you identify the gaps in your marketing strategies.

SEMrush is one of the best options when it comes to competitor research for your paid advertising. It offers a wide variety of features and tools to guide you through each step of the process.

In this post, we’ll share with you the top three tools on SEMrush and how to use them to run your paid ads.

Let’s get started.

1 – Domain Overview

This tool is crucial for competitive research due to the importance of the data it provides. If you use it right, you’ll save yourself thousands of dollars in paid ads over the years.

Domain Overview gives you detailed reports of your competitors’ sites and online presence. It allows you to check their organic and paid traffic, learn more about their paid ads strategies, and analyze their backlink profiles.

All you have to do is enter a competitor’s domain and let the tool do its magic.

All metrics are split into smaller sections to ease the process for you. And each section offers reports that go into a lot more detail to help you gain valuable insights.

But here’s the best part:

The data is presented on a beginner-friendly dashboard. The user interface makes it easy for anyone to understand the metrics and run comparisons.

2 – Advertising Research

Running a successful ad campaign requires a lot of trial and error. And that can exhaust your budget quickly.

Fortunately:

SEMrush has developed great tools to help you overcome that, and save you time as well.

Advertising Research is a set of tools that allows you to run a full analysis of your biggest paid search competitors and generate complete reports.

Each report helps attain in-depth knowledge about your competitors and the techniques they use. You’ll gain access to their best keywords and bids, live ads, advertising strategy, and a lot more.

Other great features in this tool are “Positions” and “Position changes,” which allows you to monitor how your competition is behaving.

You can see position changes in your competitors’ ads in the SERPs. That way, you’ll know what changes they’re making on their PPC strategies.

More importantly:

You’ll discover new competitors you never knew existed. And you’ll get access to data surrounding their highest performing ads. You can also monitor their landing pages and ad copies to see which versions are working best to model in your campaigns.

3 – Ad Builder

Writing an ad copy that works can be time-consuming and daunting for many advertisers. It takes a lot of experience and testing to get to the perfect version.

But…

What if we told you could use your competitors’ highest performing copies and model from them as your own?

Ad Builder was created just for that.

This tool lets you use your competitors’ ad templates in your campaigns. You can insert dynamic keywords from your list and not have to worry about negative or low-performing keywords.

You’ll also be able to track each template to see how it performs using a built-in feature.

Better still:

You can integrate the whole thing into your Adwords editor within a few clicks. All you have to do is export the work into a CSV file and upload it to your Adwords account.

Need Help Growing Your Business With PPC?

Paid ads can work wonders and help you scale your business fast. But the only way to do that is by approaching PPC with the right set of skills and experience.

Lucky for you, that’s precisely what we offer here at ChaosMap!

Check out our Pay Per Click services to learn more about our work or contact us so we can discuss your project in more detail.

Adwords Budget Campaigns Conversion

7 Ways to Save Money on Google Ads

Post author By Jon Rognerud
Post date June 11, 2020

Google Ads is an excellent platform for lots of businesses to drive more sales and grow. But unfortunately, most advertisers don’t know how to use it to get results at lower costs.

If you find yourself spending a lot of money on Google Ads and getting little to no results, this is for you.

In this guide, you’ll learn seven easy ways to save money on Google Ads by driving higher conversions at a lower CPC.

Let’s get started!

1- Improve Your Ad Copy

Your ad copy is the first thing your target audience interacts with before working with you. It’s where all the selling happens. Creating a great offer and targeting the right audience are essential.

But…

None of that matters if you don’t have a persuasive copy to convert leads into customers.

You should always give users a reason to click on your ad. And keep your paragraphs short and on-point while including relevant keywords.

Also, be sure to use a clear call-to-action to boost click-through rates.

2- Increase Your Quality Score

Quality Score is a 1-10 rating that Google gives to each keyword in your ad groups. It reflects ad performance and how good a keyword is, based on the following three factors:

Expected CTR
Ad Relevance
Landing Page Experience

A higher Quality Score means lower CPC and better-positioned ads for your campaign, both of which are factors that help drive higher-quality leads to your offer.

To increase your Quality Score:

Make sure your keywords are super-specific to your different ad groups. And always delete any unwanted terms or keywords from your campaigns.

You must also match the content on your different landing pages to each ad group in your campaign.

More importantly:

Try to improve the user experience on each landing page by improving page speed, creating a clear hierarchy, and writing strong CTAs that convert.

3- Use Location Targeting

Do you own a small business where you only serve customers locally? Or perhaps you sell products that you only ship to specific locations?

If you’re targeting a global audience for such offers, it’s clear why your conversion rates are so low. And no matter how great your ad is or how big your budget is, you’ll always be losing money.

Before starting any ad campaign, you need to be smart about your geographic targeting preferences.

Identify where your target audience is located. Then, update your targeting preferences to those specific areas.

4- Add Negative Keywords

Negative keywords are the words and phrases you don’t want your ads to be displayed for. They exist to help you save money by not showing your offers to irrelevant audiences.

For example:

If you’re selling brand new laptops, you don’t want your ads to appear to someone searching for “used laptops.”

So, you need to include “used” in your list of negative keywords.

To give you some examples, here are some words you can add to your list:

Free
Cheap
Discount
Reddit
Youtube
Quora
Class
Book
Courses
Review
Picture
Price

Your list of negative keywords depends on your industry, company, products, and target audience.

So, you can only build one of your own by gaining more knowledge and experience from running ads.

5- Bid Smartly

What most advertisers do when trying to save money is keep their CPC on the lower end of the bidding range. But that gives them horrible ad placements, lower impressions, and even lower conversions.

Others might approach this by bidding much higher to dominate the results pages and target a better audience. However, they might be bidding against themselves and leaving a lot of money on the table.

The best way to go about this is to test, learn, and iterate.

Try out different CPC bids for various keywords, then identify which ones are bringing the best ROI.

Also:

Go for high-intent keywords first instead of high volume. That works even if it means adding keywords to your list with only a few dozen searches per month.

6- Leverage A/B Testing

Marketing isn’t an exact science for anyone of us to be able to tell what’s going to work for sure.

So, it’s always a good approach to test out different ads before settling on a final one for any of your offers.

Make small changes to your ads and let them run for a while to see which ones perform best. You should also optimize your landing pages and test out different layouts and language.

As you start to gather more data, you’ll learn a lot about your target audience and which language resonates the most with them.

7- Create an Ad Schedule

Once you’ve been running ads for a few months, you’ll have some data to focus on what’s already working.

Google will generate detailed reports for you to know during which days or hours your audience is converting best.

Now:

You can adjust your ad to only be visible during peak times and easily save money on Google Ads.

Wrapping it up

Looking to take your business to the next level with online / paid ads and marketing? We have a team of professionals ready to help you!

Check out our digital marketing services and get a quote for your project today.

Adwords

How a Google Quality Score Can Help You Predict The Future of Leads Flow

Post author By Jon Rognerud
Post date March 11, 2014

Google quality score and wisdom of crowds

Google Search. Quality Scores. Your (Business) Future?

How can you peer into, and predict a different (better) future state for your business lead flow by improving the simple, yet powerful Quality Score (QS) on the Google Ad networks?

It’s true. The impact of a positive, high number (1 through 10) Quality Score on your keywords association inside your ad groups in Google Adwords can heavily impact your business in either direction. (And, even your mind, if you worry too much about it…)

We’ll look at the important QS attribute (yes, it’s not a metric) in this post.

Tags adwords, paid ads, quality score

Adwords

A 100% Conversion Rate Using A Little Used Optimization Trick Possible?

Post author By Jon Rognerud
Post date March 6, 2014

adwords 100 percent conversion call extensions

When creating, managing and optimizing your marketing campaigns online, there is only one metric that matters to your “boss” and you … It’s the conversion.

As the common example goes: If 100 visitors come to your web page and 1% convert (take action on that page and tracked by you) – you’ll have 1 positive human interaction. This person went from a prospect to a lead (sales cycle), or an actual sale (ecommerce).

What expectations do we have?

Depending on your marketing campaign, industry and many other variables, questions get raised about “expected conversion rates on a landing page”, “industry conversion rate averages” and the like. While interesting, there is nothing like actual results for YOUR business to determine success.

Do you care about naming?

Terms like Landing Page Optimization (LPO), Conversation Rate Optimization (CRO), PPC Management, and their use are important to improve on a process already place, but when you show a 100% conversion (100 out of a 100) – nobody cares about industry acronyms, they just want to know how you did it.

We’ll talk about a big optimization trick today. It’s simpler than you might think.

Tags adwords, call extensions, conversions