How to Use the Keyword Planner to Enhance Your Campaign’s Performance

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ppc AdWords Enhanced Campaigns has accomplished exactly what the name suggests. It provides advertisers with a greater scope of information about how their ads are performing on a grand scale while also giving them more control over how each campaign is run. The Keyword Planner is one of the most useful tools in the whole program because it allows advertisers to conjure up their own keywords and phrases and then helps perform data analytics showcasing the prospective results of implementing those keywords. With this revolutionary keyword tool, advertisers can effectively optimize their campaigns and accurately track Google trends. Among other things, advertisers can change the “match type” of their keywords, designate bid amounts and daily budgets for ads, and utilize location targeting to benefit their ROI.

Changing the Match Type of Your Keywords

As with any business, it’s important to know your customers and understand how they think and what they desire. At its core, every online search is motivated by a specific need, want, or intent. It’s your job as a marketer or advertiser to understand these specifications and use them to your clients’ advantage to render the best possible search results and CTRs for them. Use this information to come up with appropriate keywords that are not only relevant to the business you’re representing but that will also increase your web site rankings on SERPs. Plug those keywords into the AdWords Keyword Planner and then analyze the results. Once you’ve gathered sufficient data, you can remove the keywords with the lowest performance rates and increase bids for your top performers to maintain your ranking. There are four keyword match types:

  • Exact Match: ad appears for searches that include exact keywords or close variations (misspellings will still render good results)
  • Phrase Match: ad appears for searches that include exact keywords, close variation, or full phrases with additional words before or after keywords
  • Broad Match: ad appears for phrases similar to keywords or phrases with relevant variations
  • Negative Match: gives you the option of disallowing certain keywords from triggering your ads to appear for searches that will reflect negatively on your ROI.

You can try any—or all—of these match types in a campaign bid simulator format and track your AdWords campaign performances, adjusting your settings and budget accordingly.

Designate a Bid Amount and Daily Budget

As part of your definitive online marketing strategy, you need to designate a bid amount and daily budget for each campaign that forecasts your general PPC budget. Any keywords that cost you more money than they earn should immediately be added to your negative match list. Experiment with different bid amounts and daily budgets to test how they affect impressions, clicks, average CTR, keyword performance, and customer activity on your web site. The goal is to increase your average CTR and conversion rates while simultaneously reducing your by and large bounce rate.

Use Location Targeting

An effective way to accomplish this is by utilizing the location targeting feature in Google AdWords to help forecast how your keywords fare in certain areas. You can control which locations are able to view your ads and target only those locations that are relevant to your business. This way, only relevant potential customers will be able to view and click on your ads, which will save you money on useless clicks and help keep your web site’s bounce rates to a minimum.

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