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
How to Succeed with an Effective Cost Per Click - #seopodcast 224
To win in high-cost-per-click paid search, use proper conversion tracking, negative keyword lists, retargeting, intent-based bid adjustments, and dedicated landing pages that match ad copy.
Key takeaways
- Set up call tracking and sync analytics with AdWords to identify which keywords drive real conversions.
- Retargeting clicks cost far less than new search clicks, sometimes two or three dollars versus $28 or more.
- Bid higher on keywords that show clear purchase intent, such as quote for AC replacement over general searches.
- Send paid traffic to a dedicated landing page matching the ad copy, not the homepage, to improve conversions.
spend that extra money on additional call tracking numbers
About this episode
Welcome to the most popular internet marketing podcast on iTunes, hosted by E-Webstyle! Join us this week as we talk aboutDesigning Your Site Based On Client NeedsHow to Succeed with an Effective Cost Per ClickUsing Custom PPC Landing Pages
Questions this episode answers
How should I split my paid search budget between Google AdWords and other platforms?
The hosts recommend roughly a 70/30 split, with 70 percent going to AdWords and the remaining 30 percent to Bing. If the Bing budget cannot be maximized, the remainder can go to Facebook or LinkedIn depending on where the target clients spend their time.
What are broad match keywords and should I use them in a competitive PPC campaign?
Broad match keywords allow Google to show your ads for loosely related searches. The hosts advise staying away from broad match in high-cost environments because you lose control over what triggers your ads. They recommend using it only to discover what might work or when search volume is too low for alternatives.
What is a bid modifier in Google AdWords and how does it help mobile campaigns?
A bid modifier is a tool in AdWords that lets you increase or decrease bids for specific conditions such as device type. If your site is optimized for mobile and your main call to action is a phone call or directions, increasing the bid modifier for mobile can improve visibility among users who are ready to act.
Why does retargeting cost so much less than standard paid search clicks?
Retargeting uses banner ads through Google's display network to reach people who already visited your site. Because display inventory is cheaper than search inventory, the hosts note a retargeting click can cost two or three dollars compared to over $28 for the same visitor through standard paid search.
In their words
if the average cost, if the end product is expensive or high value, then you expect a high CPC.
Charles Lewis
that same insurance click that costs, you know, $28.32. You know, if that person comes back because of a remarketing banner ad that you may have placed, that same click will probably cost two or three bucks.
Charles Lewis
the verbiage on that landing page should be similar, if not identical, to the ad that they clicked on, right? We're looking for continuity.
Charles Lewis
Terms defined in this episode
- Cost Per Click (CPC)
- The amount an advertiser pays each time a user clicks their ad. The hosts explain it tends to be high when the end product or service is expensive or high value.
- Negative Keywords
- Words added to a PPC campaign to prevent ads from showing for irrelevant searches. The hosts cite terms like DIY and free as default negatives for service providers.
- Bid Modifier
- A setting in AdWords that lets advertisers increase or decrease bids based on factors like device type, allowing higher bids on mobile when conversions are stronger there.
- Retargeting (Remarketing)
- Showing ads to users who previously visited your site, typically through banner ads on Google's display network, at a much lower cost per click than standard paid search.
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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