PPC Ad Text Tips And Tricks

ccg — Mon, 03 May 2021 13:07:14 +0000

In the past, we have covered keyword generation and how to sort those new keywords into ad groups. Now, we will be moving on to ad text tips and tricks.

First and foremost, it is important to realize that someone else’s best practices could be your worst nightmare. If something sounds like a good idea to you, test it! Then try re-testing it over time. With that caveat out of the way, here are some pieces of advice you might find useful when writing your ads.

The best thing an ad can be is useful. Now that you have gathered your keywords and campaigns, you will need to quickly prove that you are worth someone’s limited attention. Make sure your ad is relevant to your customer’s needs by including their keywords in your headlines. If you do not have ad text restrictions, or any reason to believe your ad could be misleading, feel free to use dynamic keyword insertion. While your headline may appear to you as {KeyWord: Business Lawyers}, Google will automatically update your headline to match one of your keywords that best matches your client’s search terms.

Even though ad text descriptions are rarely scrutinized, they can be useful tools to prime your audience for your website. If you have a difficult time writing ad text, consider pulling words and phrases from your website. You will simultaneously prepare your audience for your website and give Google’s algorithm proof that your ad is relevant to your landing page. If nothing else, try to highlight the benefits you can provide. If you give free case evaluations, be sure to mention it in your ad text descriptions.

Although ad extensions have been covered in the past on this blog., I would like to reiterate their importance. Ad extensions are not only additional places for your potential clients to click but are also a great way to cram in additional information. Keep in mind, ad extensions applied to an ad group take priority over those applied to a campaign, which then take priority over account-level extensions.

Above all, remember to keep your ad content useful and relevant. If you cannot spare the time to do this, consider learning more about how eGeneration Marketing can generate leads for your firm.

ccg Mon, 05/03/2021 - 09:07

Blog tags

PPC, Keywords

How To Quickly Generate New Keywords

ccg — Thu, 05 Nov 2020 20:20:24 +0000

How To Quickly Generate New Keywords

If you are looking for quick and easy ways to expand your keyword list, look no further. For all intents and purposes, treat this article as a guideline to expanding your already existing keyword lists and campaigns. Organization of said keywords will be covered in my next blog post, so stay tuned.

Look Through Your Search Query Report

The most straightforward method to expanding an existing keyword list is to navigate to your search query report. If you’re looking at your campaigns page, navigate to the toolbar on the left-hand side, and click on “Keywords.” Select “Search terms” on the drop-down menu that appears. This will pull up your Search Query Report, which is essentially a list of searches people made that triggered your ad. Be sure to filter for “none” under Added/Excluded. To save time, you can also filter out any search terms that are an exact match to your keywords. Download this list to Excel, and use metrics like click-through rate, Conversion Rate, and Cost per Conversion to decide if you want to add these keywords to your account.

Check Out Google Keyword Planner

Google Keyword Planner provides another simple method of finding new keywords. The Keyword Planner is currently located on the top navigation bar, Under “Tools” and then “Planning.” All you need to do is enter a couple relevant keywords into the search bar, and Google will come up with a list of new, semi-related ones. For example, you could type “law firms in Kalamazoo” or “personal injury lawyers” into the search bar. An added benefit of Google Keyword planner is the volume forecasts attached to each keyword. If you can, find keywords with high volume and low competition. Make sure not to bid on any branded keywords, such as competing law firms, or keywords you already have in your account.

Use Your Firm’s Website

If you prefer a more abstract method of researching keywords, you can start by combing through your firm’s website text. This is also a useful thing to do periodically to make sure you are sending people to the right landing pages. Even if you don’t find any new keywords that jump out at you, keep a running list of the important themes and services emphasized on your website. This is one of the many ways SEO and PPC can work together. There are easily accessible websites that can help you determine synonyms and word associations that you might find useful for your copy.

Hopefully you are now equipped to start adding new keywords to your firm’s account. This guide is meant to help you expand a pre-existing campaign, but if you want to learn more about how to group the keywords you’ve found into different campaigns or ad groups, stay tuned for my next article.

ccg Thu, 11/05/2020 - 15:20

Blog tags

PPC, Keywords