Practical Ecommerce

PPC Advertising: Use Dynamically Generated Ad Text, Relevant Landing Pages

When it comes to pay-per-click advertising campaigns, the most important tools are targeted keywords and relevant landing pages. For targeted keywords, it is possible to develop dynamically inserted keywords simply by monitoring search activity on your site and in your ad campaigns.

Identify Targeted Keywords

Below are some practical tips to help you discover the key phrases consumers are typing into search boxes, and how that knowledge can be used to your advantage.

Here are some suggestions to help develop dynamic keywords:

  • Create separate campaigns for product groups; ad groups within each campaign would represent actual products or product types/models
  • Take advantage of the “search” function on your ecommerce site. Talk to your developers to see how you can dynamically pass pay-per-click keywords through the search function of your site, so that users will always see dynamically generated results as generated by your site’s internal search function

Use Dynamic Keyword Insertion

Dynamic keyword insertion allows you to insert the user’s actual, or close to actual, search query into the text of your pay-per-click ad. This is because search engines match users’ queries to the closest keyword on your list. You end up with an ad that very closely resembles the actual keyword phrase the user typed in, which attracts more user attention on the search results page. This will likely increase sales from your pay-per-click ad, as follows:

  1. More attention = higher click through rate
  2. Higher click through rate = higher Quality Score
  3. Higher Quality Score = cheaper clicks
  4. Cheaper clicks = more clicks for a given budget, which leads to more sales.

Be careful, though. You do want to improve your click through rate, but you also want quality clicks. Keep an eye on ads with dynamic keyword insertion to make sure they are converting users at the same or better rate.

The key is to supply the customer with immediate gratification. All the talk about relevant search engine results and “quality” ratings comes down to just that. Test the strategies outlined above and you’re like to see promising improvements in the performance of your PPC ads.

Proper Landing Pages

Always make sure you’re sending people to the most relevant page of your site. Remember, your home page is not usually the most relevant page. If someone is searching for “widget 123” and you happen to sell it, be sure to send that person to the “widget 123” page.

Additional Resources

Greg Laptevsky

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