Consider user intent when selecting Keywords

Before considering your PPC performance, it is important to go back to basics. It is best practise to consider the needs of your audience and target demographics of the users you want to attract. Once you have identified your target demographics, you need to think about the terms they will use to search. You can use the Google Keyword Planner to show you search volumes for phrases and provide you with additional keyword ideas.
Checking there is demand for your keywords will increase the likelihood of generating traffic. However it’s also essential to think about the user intent associated with that phrase to make sure your website will have a cost-effective conversion rate.

The use of Longer tail words leads to high conversion rates

Long-tail keywords are phrases that use at least 3 or 4 words and are very specific. Using longer tail keywords that show clear intent for consideration will lead to stronger conversion rates. The search volumes for long-tail phrases will often be lower than that of short-tail phrases. Therefore it is usually required to have many long-tail phrases to generate the desired traffic volume.

Example of long tail keywords with intent

For example, as a marketing agency that is trying to capture leads to build websites, we may consider using the keywords ‘website design’. Although this keyword has significant traffic volume is very broad, therefore challenging to identify the user’s intent behind the search. Is the user looking for a website designer? Are they looking for design ideas? Alternatively, are they just researching around the subject of website design? In comparison when we look at the search phrase ‘WordPress web design company SEO friendly’ although this phrase has far less search volume there is a strong likelihood that the user is in the market for a company that creates SEO friendly WordPress websites.

Landing pages & Website UX

After completing your keyword list, it’s crucial to think about the landing pages users will visit. Landing pages that have a positive user experience and clear call to action will have higher conversion rates. One of the factors that have an impact on CPC is Quality Score. To have high Quality-Scores, the content on the landing pages will also need to be relevant to your keywords and ad copy.

The importance of conversion Tracking

Setting up conversion tracking is key to the success of your PPC program. It’s important to know which keywords are working so that you can remove poor-performing words and invest more into keywords that perform. If your business generates most of its leads over the phone, you can set up call tracking and recording. Thus enabling you to track the number of calls made and what keywords led to which enquiry. The call recording also allows you to listen to the calls so that you can access the quality of the leads. Most call tracking software provides the option of Call whispering. Call whispering enables you to identify prospective clients over the phone by playing a short message at the beginning of calls generated from PPC informing you that the caller has rung after clicking on a PPC advert. Call Whispering is helpful as you can prepare to answer the call, knowing it’s a prospective client.

Using the search query report to optimise performance

Once your campaign is live, and conversion tracking set up, you can start to optimise the performance. The best practice is to start with most of your keywords set to ‘broad match’ this means if the user types in additional words to your keywords your ads will still show. However, over time, as you learn which keywords lead to conversions, it is more efficient to slowly move keywords from ‘phrase’ to ‘exact’ match. We suggest using Googles search query report. This report identifies the exact phrases the user has typed in before converting, you can then add them as exact match keywords. Continue this process and you will generate relevant traffic with lower CPC. Over time this will reduce your CPA and improve your return on investment.