Relevance Rules in PPC Print E-mail
Blog
Written by Daryl Michalik   
Wednesday, 07 May 2008
PPC Ad RelevanceA very basic driver of success in Pay Per Click (PPC) advertising is relevance - relevance of ad text to a keyword, and relevance of the landing page to the keyword and ad text. Lack of relevance creates a bad user experience.  As a result, search engines have learned to charge more for ads that do not enhance user experience, and produce relatively less revenue for the search engine itself.


Imagine yourself as a searcher: when you search for a general keyword like ‘digital camera’ your eye is naturally drawn to ads containing the phrase ‘digital camera’ in the headline or descriptive lines. And if you click through to land on a page that doesn’t immediately appear to be about digital cameras, you hit the back button and return to your search, slightly annoyed.

What can you do to improve your PPC ad relevance? Monitor these PPC Key Performance Indicators (KPIs) for upward or downward trends:

  • Click-through-rate (CTR) and ad position as a measure of ad text relevance
  • Single page visit rate as a measure of landing page relevance


Check outliers (ads that over or under perform ) and compare the best and worst performing ads to determine what works and what doesn’t.  This will help you develop your own best practices to follow and optimize your PPC ad performance.

Comments (0)Add Comment

Write comment
quote
bold
italicize
underline
strike
url
image
quote
quote
smaller | bigger

busy
 
< Prev   Next >
[ Back ]

Lyris HQ Client Login

Flash Player Required

Lyris HQ requires the most recent version of the Adobe Flash Player, a free browser plug-in.

Get Adobe Flash Player.

Get Adobe Flash Player
Advertisement
Advertisement
 

LyrisHQ

Lyris HQ provides a single marketing platform for the integrated products today's digital marketer needs: email marketing, web analytics, PPC bid management, SEO, and web content management. Also included is a unified calendar, a message board, and a centralized reporting dashboard.

EmailLabs

EmailLabs provides leading email marketing solutions to over 500 customers worldwide. Beyond our advanced technology and unrivaled reporting & tracking, we also offer our customers access to email marketing expertise and consulting services.

 Visit EmailLabs

ClickTracks

ClickTracks' award-winning web analytics software uses a radically different architecture to offer intuitive, insightful analysis of Web sites, showing users statistics on their campaigns, site navigation patterns, PPC, SEO and ROI.

 Visit ClickTracks

HotBanana

Hot Banana is an award-winning Web CMS that helps marketers build and manage SEO-friendly Web sites that can be automated and optimized for maximum lead generation and conversions.

 Visit HotBanana

EmailAdvisor

EmailAdvisor is an email deliverability toolset that provides important information on a company's email campaign, including a preview of how emails will render, content analysis, blacklist and ISP monitoring, audit capabilities, and more.

 Visit EmailAdvisor

BidHero

BidHero is a web-based campaign management solution that allows users to easily set up keyword bids on multiple search engines as well as other ad networks through a single interface and automatically update those bids.

 Visit BidHero