Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
AdWords Advice - #seopodcast 193
Ten AdWords rules covered include always installing conversion tracking, separating display from search campaigns, using negative keywords, testing ads continuously, and setting ROI goals before spending on paid search.
Key takeaways
- Always install conversion tracking in AdWords and sync it with Google Analytics for full conversion visibility.
- Separate display and search campaigns to maintain better budget control and easier conversion tracking.
- Negative keywords like 'free,' 'DIY,' and 'how-to' prevent wasted spend on irrelevant clicks.
- Plan at least 90 days for a PPC campaign before expecting reliable conversion rate data.
- Run A and B ad variations continuously, dropping the weaker ad and testing new variants of the winner.
do not throw money against the wall and see if it sticks. Go after it with a plan.
About this episode
Join us today as we talk about Wordpress Plugins, AdWords Advice, and proper practices for constantly managing and updating your AdWords.We also discuss Search Engine Optimization Video in Houston Texas. The most popular Internet Marketing Podcast on iTunes. E-Webstyle provides Houston SEO .
Questions this episode answers
How long should you run a PPC campaign before judging its performance?
The hosts recommend a minimum of 90 days. The first 30 days are for getting the right keywords in place, month two is for tweaking and generating ROI, and month three is for further pruning. They say you simply cannot know your conversion rate on day one.
How do you calculate the maximum bid for an AdWords keyword?
The episode explains a formula from a Search Engine Journal article by Chris Kent: if a landing page converts at 2% and the average customer is worth $100 profit, you should not bid more than about $1.80 to maintain a 10% profit margin. The hosts also stress factoring in lifetime customer value.
Why should display and search campaigns be kept separate in AdWords?
Keeping them separate gives you more control over budget and keywords. Search campaigns are strictly keyword-focused with cost-per-click charges, while display campaigns are more theme-based and involve impressions. Separation also makes it easier to track conversions accurately for each campaign type.
What are good default negative keywords for any AdWords campaign?
The hosts suggest starting with 'free,' 'FYI,' and 'DIY' or 'do-it-yourself' and 'how-to' as default negatives for nearly every client. Beyond those defaults, you should monitor your keyword detail report in AdWords regularly to discover and add more negatives specific to your industry.
In their words
Negative keywords are your friends. It's worth saying twice. Make sure that when you are managing this PPC campaign, that you take advantage of negative keywords.
Charles Lewis
on day one, you do not know your conversion rate. Exactly. You can't know your conversion rate. So, the question then becomes, is one month enough to help me define my conversion rate?
Chris Burris
If A ads working better than B ads, stop using B ads, use A ad, and create variations of A ad and start testing all over again.
Charles Lewis
Terms defined in this episode
- Conversion tracking
- A setup in AdWords that records when users complete a desired action such as a thank-you page visit, purchase, download, or subscription, and can sync automatically with Google Analytics.
- Negative keywords
- Words you add to a PPC campaign to prevent your ads from showing for irrelevant searches, helping avoid wasted spend on clicks that will not convert.
- Lifetime value
- The total profit a customer is expected to generate over their entire relationship with a business, used to justify bidding at break-even or a slight loss on initial conversions.
- Penguin 2.0
- A Google algorithm update released May 22, 2013, targeting link spam with a specific focus on sites that sell links that pass PageRank.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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