Group keyword sets correctly and get better PPC results

Grouping tight sets of keywords will bring better results in your PPC campaigns. I was once given a good piece of advice to reverse the process when creating new adgroups and rather starting with the keywords, actually come up with the ad copy first. Afterwards, you allocate a tightly set of keywords to your ad copy and continue the process until you end up with a bunch of highly relevant adgroups. Your efforts will be rewarded with good quality scores. Writing catchy and punchy ads is one of the key success factors for good click through rates. However, once you have written qualitative highly relevant ads, you still have to overcome the challenge on deciding in which keyword sets you should group them.

PPC categories

The buying decision and conversion funnels

Let’s assume you sell a physical product. It makes sense to look into the different searches made specifically for this product on its own or in conjunction with a high intend-keyword such as buy, book or order. Straight away you can split the generic terms from the buy-intend keywords and group them separately. Is your brand known and searches appear with your company name, make sure they are separated and sit in its own adgroup. Searches with brand related terms tend to convert higher as they come from users already familiar with your services and products. This however can dilute your performance results as it does not show the true value you would have achieved without support from your own brand terms. Exclude these terms as negatives in your generic adgroups. And already we have three adgroups about the same product, but let’s go a step further.

If you see clear patters in specific keywords and you want to be the ultimate champion of CTR optimisation, split your action terms even further. Create a new adgroup for terms like buy and order. You’ll definitely see an uplift in click through rates. People no longer go through the traditional purchasing funnel but drop out at any stage and come back in again. Comparing products on different websites means that users will probably visit your website more than once or compare different deals whilst having multiple windows open. By trying to overlay the buying process onto your adgroups, you’ll gain more insight in what type of searches are conducted and you can therefore amend or optimise your sets of keywords. Setting up your remarketing on search (RLSA) as well as display will additionally help to bring back the visitor.

Misspelling adgroups

Create a misspelling adgroup capturing all the searches which are too far away to be captured with close-match variants. Experiment with different ad copies. I saw some decent results using dynamic keyword insertion which then actually shows the misspelling of the product in your ad. Despite the fact that mistakes in PPC ads are off-putting, this very user is still in believe to have written the name of the product correctly and therefore sees exactly what he/she is looking for in bold letters.

Substitute names and searches

Make sure that you also capture queries of people who do not exactly know the name of the product or your brand. This might take time and requires you to analyse the search query reports. Think of how you would describe your product, its functions, its unique selling points, its purpose and so on. As multilingual PPC agency, we work with international clients whose target audience speaks various languages. Think of name of products in different languages and check the search volume.

Bidding on competitor terms

This non-ethical PPC strategy is very cheeky and in some countries even forbidden. Before you even think of bidding on your competitor brand names, see whether you get the results with the above adgroups. Otherwise, make sure that you understand the advertising regulations in that particular country, set up your keywords in a clever way or get a good laywer.

The right PPC structure

The above are only some guidelines and by all means, the list is non-exhaustive and your thoughts and comments are welcome. The process of creating relevant adgroups with tightly themed sets of keywords requires sufficient traffic. The real expansion and deep dive into adgroups happens best when there is already sufficient data available.

Advertising success with multilingual PPC ads

If you own a business and reached the stage where you invest and develop into new geographic markets, it is time to think about how you market your products in a foreign language.  Your time is well spent by researching the country you’re going to expose your products to. Understanding a country’s culture can also be translated into their online search behaviour, at least to a certain degree.

Multilingual PPC

Vital language skills for your advertising

Different countries, different rules. What works in the UK does not apply in France, Spain or Germany. As a multilingual PPC agency, we looked into a great number of PPC accounts; and sometimes the insights were quite revealing with need for PPC opimisation. A small hint here, use Google Translate as a reference but don’t use it for your Google ads.

PPC account per language

If your business is at an early stage of going into various markets with different languages, it is somehow tempting to have all your campaigns in one single account. If this is your decision, we’d switch on the warning lights. Your business might be still small and the campaigns are easy to manage. Comes growth and success one day, your account will expand and become bigger and bigger depending on the nature of your business. When it then comes to reporting or simply just exporting some basic data, it is quite a tidious process to split the languages apart. Applying filters which sort your campaigns according to your language will be a daily excercise. By the time you had enough of this and actually decide to split the languages into their own accounts, then of course, you will lose the Google history you’ve acquired over the period of time your ads were running. By separating the accounts, you basically start from scratch resulting in your CPCs being higher.

It pays to get the language and the tone right. This is a challenging task when it comes to ad copy in different languages. German PPC ads are different from French and English. The character count of 25 makes it difficult to squeeze everything in you want to say including ideally a main keyword, to capture a user’s attention.  However, if you get it right, you’ll be rewarded with decent click-through-rates. Users in European countries are easily put off seeing English PPC ads. If you market specific niche products, your big competitors don’t tend to go through the hassle of translating all the ads but instead use keyword insertion to display the actual search query of the user. This can be a powerful tool but again, since users become more and more search savvy, the way we look up things don’t necessarily stand in a grammatically correct sentence and your German PPC ad copy will read something like “Rote Rosen kaufen wo?” which translates into “red roses buy where”. Would you click on this ad? Exactly, neither to the Germans.

Multilingual PPC is the key to sucess

Not everyone in Europe speaks English, bare this in mind. And the ones who do might mistrust an ad in a foreign language. The focus of this blog was solely on multilingual PPC, ignoring the overall customer journey. An even more important bit is of course the language supported landing page. It pays off getting people with mother-tongue knowledge of a language to check your ads. Professional translators might not be entirely familiar with your business and might also struggle to use full potential of the character limit in Google Adwords.  cheapclicks offers multilingual PPC in German, French, Spanish, English, Dutch, Portuguese and has further freelancing marketers based across Europe.