In our example below,
we see that the highest number of visitors to our site as a result of our
paid search ads arrived by entering the word "pens" in the search
engine.
The next most
frequently used search phrase by visitors was "ink pens". Since
we're already bidding exact match and have separate targeted ads for both
of those phrases, we should be seeing good results.
As
we scroll down the list, however, we see 2 phrases that brought visitors
to our site that we know we're not bidding exact phrase for: "gift
pens" and "click pens".
So
how did visitors who typed in those phrases end up on our site? By
drilling further down into Conversion AnalystTM,
we see it was due to our broad match bidding on the phrase "pens".
Looks like we've just uncovered an opportunity to better attract more
qualified traffic for lower click through charges.
There are 3
huge benefits to bidding on the exact match of "gift pens" and
"click pens"
-
Higher
click-through-rate and higher quality traffic with a more focused ad
- As you create more specific, exact-match keyword phrases, you can
create very targeted ads that will outperform your more general ads.
For instance, under our broad match "pens", our ad read like this:
|
Quality Pens at Great
Prices
Browse our large selection of pens.
Free shipping on orders over $49.
|
As we break out "gift pens" into its own
AdGroup, we can better tailor the ad to:
|
Great Gift Pens For Special Occasions
Create lasting memories with a quality
gift pen. Easy online ordering.
|
-
Generally,
exact match terms are priced lower than their broad match equivalent.
This is especially the case when comparing an exact match phrase made
up of a group of words against a broad match single word. Also, with our higher
click through rate from above, we'll get a higher "discount"
reward on our cost per click from the search engine for having an
effective, higher quality ad.
- And,
by driving these visitors to our Gift Pen landing page, we should see
a nice increase in our conversion rate compared to driving these
prospects to a more general "pens" page.
Now let's see how this report can help us identify words we don't want to
pay for, called "negative keywords" ...
