Search Engine Optimisation (SEO) is needed for a successful Pay Per Click (PPC) campaign.

Google has over one million AdWords users in 190 countries which generated Google revenues of over $28 billion ($28,000,000,000) last year.

When using online advertising tools such as Google AdWords to generate sales. I’ve found that it is easy for businesses to become complacent as AdWords can keep generating leads, which convert in to sales which is great for business right?

Wrong!

AdWords users who become accustomed to the easy win and successes of what the online direct ad marketing tool can offer will in almost 99.999% of all cases be overspending per click.

This is mainly because their websites and landing pages have not been optimised prior to starting a pay per click campaign. Search engine optimisation is the key to generating good AdWords quality scores and click-through rates, that ultimately save you money on your online marketing budget.

Many PPC campaigns are not broad, defined and segmented enough. Although, very time consuming to setup it is more important to be granular with keyword and keyword grouping with AdWords as it is the best ways to save thousands (£’000’s) of pounds.

Here is the but…

If your landing pages are not optimised you’ll find yourself paying over the odds “more” per click because of AdWords quality guidelines.

For example:

I have a landing page that relates to business, networking and events in London. I combine these primary keywords within my copy to target a variety of terms which will give me the best quality score for my overall terms. Some will be better than others as in the images below.

Keyword: Business networking Groups London

Because the landing page copy has been optimised for business, networking and events in London I get a pretty decent quality score.

Keyword: Marketing Event

This target term does not score well overall with Google AdWords quality score giving 3 out of 10 due to keyword relevance. Simply, that page is targeted towards terms surrounding business, networking and events in London but not marketing events. Although ads are displaying for this keyword I will be over paying per click via that ad because it is not really relevant for the on-page copy.  (Please note text on images doesn’t count, as great as Google is it’s not that good.)

Conclusion:

The below paragraph is directly from Google AdWords and I’ll explain it in a little more detail.

Because I have a page dedicated for terms relating to event marketing, marketing events, for business, business event marketing – I will direct the marketing event term to that page along with the correct ad copy, creating a powerful optimised landing page which reduces costs on online pay per click campaigns using AdWords.

AdWords click through rate

Click-through rate (CTR) is the number of clicks that your ad receives divided by the number of times that your ad is displayed (impressions). Your ad and keyword each have their own CTRs, unique to your own campaign performance.

The explanation.

Keyword CTR is a strong indicator of the relevance of your keyword to the user and the overall success of the keyword. CTR is also used to determine your keyword’s Quality Score. A low CTR may point to poor keyword performance, indicating a need for ad or keyword optimisation.

When advertising online it is usually measured by click-through rate (CTR), conversions (Leads or sales) and then return on investment (ROI).  Not getting your click-though rate right first time could hit your pocket hard and is one of the main reasons why new advertisers to AdWords switch off. This is just because they have not got to grips with going granular enough on keyword targeting and on-page optimised copy for their landing pages.

Search engine optimisation

Ultimately conducting a search engine optimisation campaign first is the most important building block to start an online marketing campaign. It will save you money in the long term, ensure the right calls to actions are in place for website visitors and conversions are achieved by measuring ROI via all sources.

If you have any questions on this post please feel free to call or email me.

Kind Regards,
Joseph Gourvenec
SEO and Search Specialist
Bell Pottinger North
T: 0113 2372827
M: 07888850444
E: Joseph.Gourvenec(AT)Ptarmiganbp.co.uk
W: www.ptarmiganpr.co.uk
W: www.bellpottingernorth.co.uk

Advertisement