Christmas PPC Tune-Up

14th November 2017

Optimising PPC Accounts can be a difficult job, so its important to either understand the potential problems in your account or to engage a professional, such as DOM Marketing to take care of your issues.

With Black Friday quickly approaching on 24th November, there is little time left for experimentation with your ads before you reach the peak of the retail and e-commerce season.  So what can you do to improve your ads


Quick PPC Audits

Check your ads are correct

It’s surprising how many companies believe their ads are a set-up once, run forever deal.  If you haven’t been into AdWords lately check that your ads are actually being served to a page that still exists and is relevant.

We have all seen PPC ads being served into soft 404 error pages, where products have moved, or even worse, where the product is no longer on sale.  Make sure you are not wasting your ad budget at this most competitive time by leading your customers into blind alleys.


Use Your Negative Keyword Tool

Keywords are not always perfect and customer intent is sometimes hard to imagine without seeing it in the wild.

Look at the list of keyword terms and see if the customer is not using the words in the way you intended. For instance, a woman’s fashion suit that advertises pants (as in trousers) is unlikely to be too impressed if they are appearing for underpants.

Take into account that the UK has large numbers of residents who were not born in the UK and may have learnt English based on American terms and spellings.  Be specific about what is on offer and use your negative keywords to mitigate the effects.


PPC Match Types

No PPC service will ever get absolutely every keyword, customers are too unpredictable for that.  Monitoring your income search terms and conducting some research with your broad match keywords, could yield great data to customise against.


PPC Broad Match

When you choose a broad match for a keyword Google will show your ad to people who type in all kinds of variations of your keyword, as well as the keyword itself. This will include Common misspellings, singular versions of plural words, plural versions of singular words, acronyms and abbreviations, words that all have the same root and accents for words originating in a language other than English. Broad match is the default match type for keywords.


Modified Broad Match

This lets you specify which words must be in a search query for your ad to show.

If you do this, your keyword still falls under the broad match umbrella, but you have a little more control over who sees your ads.

This kind of search tells Google not to display the ad unless the words you have prefixed with a plus symbol appears somewhere in the search


Phrase Match

Phrase match lets you specify an exact phrase that must be in a searcher’s query for your ad to appear. Putting quotes around your phrase makes Google show your ad to people who used your exact keyword (or close variations of it) somewhere in their query.

If your phrase match keyword is “ceramic pots”, your ad can show up for the searches “heavy-duty ceramic pots” and “ceramic pot with lid” but not “ceramic cooking pots.”


Exact Match

When you use an exact match keyword, your ad will show up for people who type in that exact keyword (or close variations of it) and nothing else.

We would suggest using broad match and modified broad match to identify new keywords and then moving to the more precise matches to cut down on wasted spend.


Expert Advice – Call Us

Optimising PPC accounts are not a simple process, but if you are seeing problems in your account, then these are the starting point to put you back on track.  However, it is always best to talk to a professional.  DOM Marketing is a Google AdWords Premier Partner and is acknowledged as a leader in the field.