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Keyword Research

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23 12, 2018

Top six PPC trends we expect in 2019

By |2019-01-30T21:20:46+01:00December 23rd, 2018|AdWords, Blog, Keyword Research, PPC|0 Comments

2018 was an exciting year in PPC advertising writes Digital Web World’s PPC Manager, Arun. We saw Amazon rise as the first place audiences search for products, AdWords rebrand to Google Ads and Bing launch a huge range of new advert features.

So, will 2019 have as many developments? In this blog we’ll explore some of the new features & trends that might come to PPC in 2019. If you are a PPC agency or want help with PPC marketing, read on.

Audiences rising in prevalence for PPC

Next year we expect to see that keywords will become less important to PPC as the primary focus to trigger delivery of adverts. We expect to see audiences becoming more and more important, quite simply if you’re not using them, you need to start now.

This development will go hand in hand with a move towards greater personalisation in the delivery of Adverts which will entail using other Data Collecting products on PPC channels. These Audience Networks will aid delivery Adverts to individuals that have previously shown an interest in your website or products that are similar to yours.

Automation not keywords

Audience

In 2018, we saw a move from many search engines towards Automation, this was key in Google’s Responsive Search Ads (RSAs) and in changes to Exact Match Keywords, symbolising a move away from the traditional manual management of PPC Campaigns.

We expect to see Bid Management & Keyword Variables become managed by the platform you are using for delivering campaigns. We’ll have to be keeping a closer eye on that Negative Keyword List!

Alternative Advertising Platforms for PPC – maximise visibility of your adverts

If you are a PPC agency, you know that traditionally Google is king for PPC. It still is, but we might see alternatives rise in popularity. A good example of this would be Amazon’s “Sponsored Product Ads” in 2018 it emerged as not only a viable platform but an essential one, especially for our B2C clients.

However, other platforms are realising updates that potentially might be just as game-changing.

  • Bing: Currently in beta, Bing Ads is testing local inventory adverts that display product stock availability nearby. (Currently in the US, but we expect to see this soon in the UK)
  • Facebook: Improved adverts to include a new instant storefront template format that can automatically generate a video with products personalised to users.
  • The return of Pinterest: New features allow users to buy directly from a product pin with price and inventory availability. Not only that, but they will also be able to make personalised product recommendations to users.
  • Google: Putting mobile first, Google’s local catalogue adverts feature local in-store availability and pricing in an easy scrollable mobile layout.

Credit for these insights (Lisa Raehsler, 2018)

Artificial Intelligence (AI)

So, this one is also referenced in my second entry, but it’s very important to mention. 2019 will be the year where we see roles change in PPC. AI is allowing any PPC marketer in a PPC agency to become more and more efficient. It means we can spend more time where we really need to drill down into the Performance Data we see from our campaigns. Allowing us to Leverage Automation for us to use new markets and Cross-Channel Strategies.

I personally think we are a quite a long way off from a completely automated AI advertising process, but it’s a key step in this direction. Maybe this will come in the future.

Cross-Channel advertising is the way forward for PPC

We expect to see more Cross Channel Advertising. Platforms are more aware than ever that we don’t just use Google or Facebook, we use them all, so delivering on multiple channels will be essential to successful advertising in the future.

We might see this through a tighter blend of social, search and e-commerce, which will deliver a more complete and engaging process. So using and delivering a coherent campaign will become essential.

New Adverts & Extensions

In 2018 we saw game-changing innovations in PPC. As a PPC agency, the announcement of RSA’s and other Ad types allowed us to target audiences in a completely different way. Using Googles’ AI, gave us an opportunity to identify which adverts were the most engaging with our target markets. In 2019, we expect to see these evolve, we anticipate it will include many other products within the Google marketplace. A current trial to keep a close eye on will be the rollout of “Local Services Ads” which has been gathering a lot of traction in the US.

PPC

For a PPC Manager in a PPC agency, these developments are gold dust, but it will ultimately mean that we have to create better and better copy for our campaigns. The insights that a client can provide are more important than ever as they are the experts and they have unique requirements about how we have to approach and satisfy their needs.

If you want to find out more about PPC and the trends we expect to see, subscribe to Digital Web World’s, newsletter below and we’ll send you an update from time to time. Otherwise, if you want to maximise your PPC in light of any of these trends, don’t hesitate to get in touch with your PPC agency.

This article was written by Arun who manages PPC for Digital Web World.

17 01, 2017

SEO vs PPC

By |2019-01-30T21:20:49+01:00January 17th, 2017|Google, Keyword Research, Keywords, PPC, SEO|0 Comments

SEO vs PPC

“I want to grow my business in the online world, what do I focus on and the question of SEO vs PPC is maybe not a clear cut as we think.”

This is a question that digital firms hear all too often. Both can have a massive impact, but the answer depends on your business. Are you large and established? Do you sell a product or service? What are your budgetary needs and concerns? Are you a local business?

The Benefits of SEO

What’s it all about and what is it useful for?

Now, it is important to know that SEO is not simply about optimising your content with keywords (although the use of ‘Semantic keywords’ is very helpful in organic search). Consider the plethora of information search engines use to measure a company’s online potential. Amongst many other factors, search engines monitor your services in the offline world, your social media interactions and the ‘relevancy’ of the content you produce to help prospective clients at crucial touch-points. This information has much larger ramifications on your overall marketing strategies outside of the digital world, as well as in. In fact, one of SEO’s primary functions is about discovering and finessing these touch-points.  

In practice, SEO is a long process of measurement and research. It is heavily content driven and time consuming because of Google’s semantic search technology. Your primary goal should be to understand the keyword landscape of your market, honing in on the variety of search terms the consumer is using and gaining a better understanding of their intent. Investigating the why, as opposed to the what, is a much larger benefit to your future marketing efforts. So, SEO is very useful for businesses that have some time. Getting your pages to be indexed for ideal keyword search terms is a gradual process and fluctuations are to be expected in highly competitive markets. The margin for error is much larger and strategies are as exploratory as they are results driven. From a UX point of view, one serious benefit of SEO is that your efforts will have made your site a lot cleaner. On a bridal website, for example, instead of having headings like ‘Wedding Dress Accessories for Vintage Weddings’, you can go with ‘Wedding Dress Accessories’ or the more specific but still high volume ‘Vintage Wedding Dress Accessories’.

Don’t be discouraged by the indefinite nature of SEO. It will bring you the most qualified leads over time and will directly influence your PPC results. Since SEO has no fee per keyword, you shouldn’t shy away from high competition words, especially as it will help you to qualify for longer tail keywords (something particularly useful for local businesses). Primarily, SEO is an integral framework for your digital marketing efforts. In the short term, it is a form of good ‘house keeping’ that can be used as a solid jumping off point.  Everything counts towards understanding your market’s behaviours and this is why a good SEO strategy can often be useful for small and local businesses, if they have the time. SEO vs PPC is the question that we have been asked more times than any other. Its generally good practice to engage with your knowledge and we think that writing at least one article of 300 – 600 words.

The Benefits of PPC

How does it differ to SEO and how can it benefit my business?

PPC is a great way of kick-starting your business’s digital efforts. It is a very concentrated way of driving potential leads to your site. However, it is a vastly different process to SEO. PPC consists of bidding on and competing for specific search terms that appear in display networks. As a result, you need to be absolutely precise with your keywords and copy, always keeping one eye on the cost per click and one eye on the quality score. You must make absolutely sure that your ad copy is tightly correlated with the corresponding landing pages and that your campaigns are tightly categorised. This approach makes it much easier to cut away ads that are not working. Due to the fastidiousness of PPC, the margins for error are much smaller, simply because it costs you money every time a mistake is made. Although Google does not always put the ‘highest bidder’ at the top of its sponsored results, affording PPC long term can be tricky.

In practice there should not be a choice between SEO vs PPC, PPC is very useful to a business that does not have the time to wait for the long-term benefits of SEO. Lets say you have a brand new product that has to be launched in the next 3 months. You could use a campaign to gauge the demand for the product, by bringing attention to it quickly and taking an early look at its reception. This data will not only inform your longer-term SEO efforts, but also your overall marketing strategies. Another huge benefit of PPC is something called the ‘panic scenario’. With many small businesses that are still trying to establish a steadfast form of revenue, PPC offers the possibility of gaining traffic quickly. And, because of its highly targeted nature, this can be relatively inexpensive in the short term.

However, if budget is not a large problem, PPC does have some very serious long-term benefits as well. Often, SEO consultants cite the classic ‘most people have trained themselves to actively ignore the ad spaces on search engines’. Whilst this might be true sometimes, they are forgetting the deeper value of a high-ranking ad in the search results. In an article from Search Engine Land, a study found that 82% of ad clicks are incremental when the associated organic result is ranked between 2 and 4, and 96% of clicks are incremental when the brand’s organic result was 5 or below. Google says that those visits would not have occurred without the ad campaigns. What is important to consider here is that as a result of having a strong ‘ownership’ of Google’s ad space, the appearance of that business in the organic search section seemed more ‘clickable’. Thus, the biggest long-term benefit of a PPC campaign is reputation, and how that reputation directly affects clickthrough rate and conversions.

Conclusion of SEO vs PPC?

Whether it’s a much-needed source of traffic, or necessary architectural changes that will stand up in the long run, both PPC and SEO have their separate uses. In fact, the only way to ensure success in the digital landscape is to use both in tandem at different times. A good digital firm knows this. So don’t be swayed by a consultant that offers you one service to fix all as this really isn’t good practice. The question of SEO vs PPC will not disappear for a while and will be enhanced even further with Google and Bings increasing emphasis on Semantic keywords becoming more important. So SEO vs PPC will never a choice between the two, but the two being used in a smarter way together. 

Please see other articles that you might find interesting.

Digital Fundamentals Training

Digital Glossary

5 08, 2016

PPC Marketing £2 Made For Every £1 Spent Really?

By |2019-01-30T21:20:49+01:00August 5th, 2016|AdWords, Blog, Keyword Research, Keywords, PPC, SEO|0 Comments

PPC Marketing – Where Do You Make Your Money?

PPC Marketing – Jupiter Research a Forrester Research company said that 81% of users find their desired destination through a search engine. Broadly speaking, you need to be in the top of the SERP (search engine results page).

PPC marketing is still a relatively new concept and from the outside looking in it can look a bit daunting. What with it looking like a war zone with multiple companies trying to outbid each other on keywords to get their ads to the top. There are many more business not doing PPC Marketing than there are, so therefor Google and Microsoft stand to get even larger in size.

But its important to be aware of whether or not it is right for your business. There have been multiple success stories when it comes to PPC, but it has also seen its fair share of companies who haven’t seen success with the advertising platform.

I want to share with you some amazing statistics before I get into the good & bad of PPC Marketing.

When it comes to AdWords, businesses make an average of £2 in revenue for every £1 they spend PPC Marketing on the platform.

Organic results are 8.5x more likely to be clicked on than paid search results! However, PPC holds a slight edge in conversion rates, as paid search results are 1.5x more likely to convert into sales or email sign-ups for example than organic search. After all the average click-through rate for a Google ad is 3.16%

While those may be huge positives, let me share with you what I found to be the bad points of PPC……

The Bad

It can get very expensive

PPC Marketing costs money, after all its in the title Pay Per Click, you pay up every time someone clicks on your ads. Depending on your experience with the advertising medium it can appear like you are burning cash with no return on investment. So it is essential and good practise that you have defined objectives before you start. Keep your PPC objectives and strategy at the forefront of your mind. What is your CPC (Cost Per Click) target. Even then with the fact that you are bidding with hundreds of other companies for keywords – costs can still skyrocket if you want to see your ads in the top 3 of the first page in Google or Bing.

As an example, “Insurance” is the most expensive keyword at £55 per click! Now can you imagine if 100 people clicked on your ad. That would end up costing you £5500!

Of course this is all relative depending on the size of the business and how much a conversion is worth compared to the PPC spend. Another essential element of effective PPC management is knowing how much you are making in profit margin terms. The product or service you are advertising will have a profit and this should be included as a goal to measure against your PPC efforts.

Did you know, a YouTube homepage ad can cost on average £4,000!

Constant management

One thing a lot of companies don’t realise is the constant management required to run effective PPC Marketing campaigns. A lot of companies start out not knowing this fact and believe it is a set and forget job, burning cash and not achieving results in the process.

For small companies this can be a problem as they usually do not have the resources or time to allocate to manage PPC on an ongoing basis. Many get disillusioned and will say ‘it doesn’t work after trying it briefly’.

Keeping up to date

This almost ties into the previous point in some respect, as being on the ball with PPC Marketing will make sure you are aware of the latest updates and changes. Looking at AdWords for example and Google being Google, they are constantly updating the algorithms and if you are not aware of the changes until its too late, then your campaigns suffer. A good example is Google expanding the character limit for text ads. If you weren’t made aware of this, then you’ll be losing out as your competitors will be one step ahead of you, all because they are constantly aware of what Google have planned and act upon it.

The Good

Instant results over SEO

It’s a fact that SEO takes times before any improvements or changes take effect within the search engines. While that’s not necessarily a bad thing, its not great if you are looking for results in a short space of time.

This is where PPC Marketing comes in! you can put together a campaign with ad groups, keywords and ads – set it live and the next morning see results from the get go. These may mainly be impressions and only a few clicks but results nonetheless. Getting these results instantly also enables you to make changes whereas you would have to wait for SEO to take effect before seeing if you need to make any improvements.

That’s not to say you should neglect SEO entirely, as they both go hand in hand in improving your visibility.

Data, data and more data!

Using AdWords as an example again, there is so much data you can pull from campaigns that help you make smarter decisions and optimise effectively. Data like quality score, average CPC, average position, impression share, % impressions lost and the rules around these.

As an example of how data heavy PPC Marketing can get, the Google Display Network serves about 180 billion impressions (views of an ad) each month, which is about 6 billion a day!

You can also pull data from Google Analytics to find out the effect the campaigns are having on traffic, bounce rate and new sessions.

Some may also see this as a negative because of the overwhelming amount of data, but I like to look at it in a positive way. The more data means the more opportunities you have to make smart decisions that improve your campaign and therefore improve click-through and conversion performance.

Specific Customer Targeting

This is great for businesses of any size, location and target market.

For example you can specify locations down to individual counties which is great for local businesses, this means you won’t waste money from clicks by individuals who are not in your location.

Another great feature is the ability to schedule when your ads are shown. Like the previous point, it helps to reduce click wastage by making sure your ads are shown when your target audience is at its most active.

Conclusion

I have aimed to provide a completely even view of the benefits & negatives of PPC Marketing, to summarise it works for some companies and others not so much. It requires diligence, understanding and real commitment to see true results that become conversions for your business.

If you find that the process puts you off, then we would love to help manage your PPC and show you just how successful it can be for your business. We have years of experience and proven results! If that interests you Click Here!

Some further reading we would recommend includes :

  1. Microsoft Adwords
  2. Google PPC Adwords
  3. Digital Glossary

We are currently making an offer that will enable the

17 05, 2016

How To Do Keyword Research In 2016

By |2017-01-24T11:35:17+01:00May 17th, 2016|AdWords, Keyword Research, Keywords, PPC, SEO|0 Comments

Updated Practices For Keyword Research In 2016

One thing that won’t change for Inbound Marketing is keywords, but what has changed is how you effectively research and come up with a strategy for the right keywords that will drive traffic.

Keyword research in it’s simplest form is looking at when users input words and phrases into a search engine and taking that data, then forming it into a strategy of keywords that your website could rank for.

Let’s have a look today at how to effectively keyword research in 2016!

Understanding your business and the relevant topics associated with it

How much do you know about your business? If you struggle to answer this question then maybe you need to take a step back and understand your business a bit better before delving into keyword research.

What are the most important topics for your business that you want most users to find you by? Create a list of these 10 keys areas, as these will form the basis for coming up with more specific keywords at a later point.

Understanding your audience (and/or any customers you may have had) is key to knowing what keywords should be targeted. For example if you are a company that sells shoes and a customer who has made a purchase started the journey to that purchase by inputting red trainers into the search engine. That is a keyword you should use.

Of course finding that information is not easy. You need an analytics tool that will trawl through all the search data. The best tool I can recommend to you is Google Analytics, it’s free, comprehensive and will give you all the information you need to find and fine-tune the keywords your audience is using.

Starting to flesh out the keywords

Now that you have got your list of the 10 key areas of your business, it is time to identify and narrow down keywords for each of those areas. For example if one of the key areas of your business is SEO, one keyword you might use is backlinks as it is relevant to the topic of SEO. Another example (long-tail) may be search engine optimisation services.

Come up with 3 keywords for each key area you listed. Doing this will give you a good start at 30 keywords, enabling you to increase as your SEO efforts expand in the future.

A good practice is to put yourself in the customers shoes, use the search engine as if you were looking to buy a product/service you sell. Look at the results that appear and see if there are any keywords you can put to use.

Looking at the competition

Similar to understanding the business you are in. It is paramount that you know who your competition is. Get a list together of your main competitors and research each of them individually, using the search engines to discover any keywords that may be ranking well for them and improving upon it yourself.

Another good idea is to look at keywords that the competition may not be fully behind. These represent a great chance to rank well for keywords that are not being utilised by your competitors.

Make use of related search

A good way to find inspiration is using google’s related search feature at the bottom of the SERP (search engine results page). This is a great way to find keywords you may not have found or realised could be put to use.

I would recommend this strategy only if you are really struggling to meet that 30 keyword target as the related searches are sometimes not that consistent nor contain useful phrases.

Finalise that strategy

Using these updated practices for keyword research in 2016 I have mentioned above, you should be close to having a strategy in place that can be carried out onto your website.

Of course that doesn’t mean keyword research is over once the website has been optimised, it is a constantly evolving process that requires you to be on the ball the whole time. Continue looking at the competition and expanding the keyword goal every couple of months to rank well for even more keywords and boosting your website in the search engine rankings.

For more information on keyword research, visit our dedicated page on PPC

 

Image courtesy of patpitchaya/FreeDigitalPhotos.net

31 03, 2016

Best Keyword Research Tools

By |2019-01-30T21:20:51+01:00March 31st, 2016|AdWords, Keyword Research, Keywords, PPC, SEO|0 Comments

As I talked about in my last post, Google’s algorithms have changed a lot over the years, no more is it just about keywords, but content and how good/relevant it is. Begging the question, what value do keywords hold now?

It’s true keywords don’t hold as much clout as they used to, but they are still required to help your content to appear relevant, which is what Google loves at this moment in time.

A lot of different factors come into play when researching keywords than just looking at exact-match keywords. Bounce-rates, expected CTR (click through rate) and volume of searches are just some of the areas that warrant attention before going ahead with a keyword.

What hasn’t changed is including the right keywords in meta descriptions, constantly monitoring and making judgments on your rankings and researching your competitors to get a sense of how they are performing on similar keywords.

3 Of The Best Keyword Research Tools Around:

WordStream

 

 

 

 

 

A great tool if you want thousands of results from a single search. WordStream gives you relative volume for each keyword, so you can see how many people are searching for that word and weigh up the pros and cons based on the data given. There are niche options and the ability to email all the keywords to you if required.

The only major problem with the WordStream tool is that relative volume is the only big metric that is analysable, which may not be enough for some users.

With WordStream you get 30 free searches with the keyword research tool, so there is no excuse to not give it a try. You may find it’s worth a great deal to your business.

Have a look: http://www.wordstream.com/keywords

Übersuggest

 

 

 

 

 

A free to use tool which is really simple but really effective. Übersuggest allows you to enter a word and pick the source (web, images, shopping, YouTube and news) and location from drop-down menus, if you are looking for something a little more specific. The results are laid out in alphabetic order, making it clearer for the reader.

But because it’s free tool, you don’t get any specific metrics or measurements in volume which may require a different tool if that is what you are looking for. Despite that being it’s only flaw, it is definitely one of the best tools on the market, it’s quick, easy-to-use, you get a ton of results and best of all it’s free!

Here is the link: https://ubersuggest.io/

Google

 

 

 

There are different keyword research tools that Google offer. They bring something different to the table and best of all they are free.

Google Trends (above) shows the interest of certain topics over periods of time. Great if you need to see when certain keywords are in “fashion” so you can plan your campaigns accordingly. It can go more specific if needed, with trends in different countries and the ability to look at categories. For a free tool it is great for looking at current hot trends in the market which you could use to your benefit.

https://www.google.co.uk/trends/

The second tool is Google’s Keyword Planner (below). For really in-depth analysis of search volumes, Keyword Planner is great for analysing your competitors for similar search queries to your own. It is mainly built with Google Adwords in mind, but that doesn’t stop it from being a great tool nonetheless.

 

 

 

 

 

 

 

Summary

There is a simple rule I think should be adhered to when it comes to researching keywords. Pick the words that have low competition and high volume of searches. Of course other factors help to come to a decision, but that simple sentence helps to put keyword research into perspective.

All round I feel I have picked a good mixture of the best keyword research tools available today, giving you a lot of options to find the right keywords for your meta tags, content, ads and many more.

What do you think are the best keyword research tools that are out there? Have you tried any of the tools I have mentioned above? What do you think? Have they been useful?

Leave a comment and let me know

Have you seen some of our other content on Digital Web World:

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