The following was authored by Terry Whalen from CPC Search, a pay-per-click (PPC) search agency offering PPC management services to its clients, some of whom are software vendors. CPC Search is a partner of FastSpring’s, and I help advise their company on certain strategic initiatives from time to time. Thanks for sharing your insights with us, Terry.
Special Offer for FastSpring Clients
CPC Search is offering a free, no-strings attached Google AdWords Account Audit to any FastSpring vendor who would like to obtain free expert feedback on their AdWords campaigns including how to increase their results. In addition, CPC Search will waive the regular $1k minimum PPC management fee for those FastSpring vendors who work with CPC Search to manage their search campaigns. Vendors can contact Terry directly at terry at cpcsearch.com
PPC marketing can be a powerful online marketing channel for software products. But there are several ways to help make your marketing dollars work harder for you. For those of you that already have active PPC campaigns, here are a few tips for better PPC campaign management, including my thoughts on a general approach for successful PPC campaigns.
KEYWORD DEVELOPMENT
I think people sometimes try to over-think keywords for their PPC campaigns. The truth is that the Google AdWords Keyword Tool is a great starting point for keyword (kw) discovery. In my view, there is really no need to use outside third-party keyword tools. Since a majority of searchers use Google and its partner network, the idea is to ‘go to the source’ for kw lists based on actual user search queries. Simply input a few initial kw’s and Google will spit out additional relevant kw ideas. Access the Google Keyword Tool at the top of the kw list in any ad group.
Use Google’s Search Query report to further expand and refine your kw lists. This report has been much improved since April 2009, and now displays more granular data. Users of the new AdWords web interface will have noticed that Google now shows search queries within the management interface. For better efficiency, however, I still recommend pulling the data all at once from the reports section. Focus on search queries that have received conversions, rather than just impressions or clicks. Filter for queries with match type showing as ‘broad’ or ‘phrase’ and then add these as keywords into appropriate ad groups. Bid according to search query CPA (cost per acquisition) and average CPCs (cost-per-click).
Additionally, mine Google Analytics, Omniture, or other web analytics reporting systems for keyword ideas. Just as with using Search Query reports, focus on (organic) kw’s that have resulted not only in clicks, but in conversions, goals, and measurable value. In Google Analytics, select Traffic Sources, then Keywords, then click on non-paid, and lastly select the Goal Conversion tab.
Lastly, use all 3 kw match types: broad, phrase, and exact. Using all 3 match types gives you, as the advertiser, greater visibility and control into campaigns. Add phrase and exact match versions for kw’s that show a high volume of impressions, clicks, cost or conversions – or for kw’s that are core to the products that you sell.
PPC AD CREATION & TESTING
Test Keyword Insertion (KWI) in your text ads. KWI automatically inserts the user’s search query into the text of the ad. KWI can be used in headlines or in lines 1-2. Test KWI cautiously, and only in ad groups that exclude high-volume, broad match keywords. Example headline: {KeyWord:MP3 Software}.
An often-overlooked detail is to set ad-serving to rotate. Ads must be rotated evenly in order to be tested properly against each other. AdWords defaults to serve higher-CTR ads more often than lower-CTR ads; this makes more money for Google at the expense of the advertiser. This option is found in Campaign Settings.
Remember ad text basics: highlight the advertiser value proposition; incorporate relevant ad group kw’s within ad text; use a compelling offer (e.g. Free 30-day Trial) and include a call-to-action or implied call-to-action (e.g. Learn how to improve your PPC campaigns – Free white paper).
Remember - the higher the average CTR, the higher the quality score, and this will translate into lower CPC’s and potentially lower CPA’s.
PPC CAMPAIGN STRUCTURE
A simple PPC account structure benefits day-to-day navigation, management and bid optimization. Consider separate campaigns for breaking out geo-targets, differentiating between different target metrics, or for reporting purposes. Always run Content campaigns separately. This is acknowledged best practices, since Content is an altogether different medium vs. Search.
ADWORDS EDITOR
Download and use AdWords Editor (AE) for: bid optimization; ad creation and optimization; creating new campaigns; adding kw’s in bulk to multiple campaigns and ad groups; modifying destination URLs for conversion tracking, and much more. Download AdWords Editor.
AdWords Editor will make account management and optimization much more efficient, saving you time and therefore money.
GENERAL APPROACH FOR EFFECTIVE PPC MANAGEMENT
Start simple and small, and go where the resulting data takes you. PPC is an iterative activity. The data determines next steps. If you started with one campaign composed of five ad groups, expand the ad groups that show click and conversion activity and leave the others for later. Over time, advance to complex and large. Expand kw’s, ad groups and campaigns based on what has worked. In terms of time and effort, feed the winners and starve the losers. This approach will help you best focus your time and make your company more money!
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We received this nice note from one of our new clients, with special attention to the SpringBoard store administration UI:
