Keywords are the bedrock of PPC advertising. Effectively organizing and managing your keywords improves your PPC strategy. When people are searching for any service or product, your keywords are used to match your ads with that search term. Choosing relevant, better-performing keywords for your advertising campaign can help you reach the right customers you want without wasting money.
Is Keyword Refinement Necessary For Your Advertising Campaign?
Yes. Consider you are creating an advertising campaign for your handmade gift business. You are getting some sales through ads. It is not just over with that. You have to analyze and manage the campaign, ad group, and keywords regularly for better performance. Keyword refinement plays a major role in that. Without analyzing the performance of the keyword you may tend to lose money on unwanted clicks.
For example, while creating an advertising campaign for your handmade gift business, you are providing gift door delivery. After a certain period, you stopped door delivery. But you will continuously get clicks for those door delivery-related keywords, but it won’t convert because you stopped door delivery.
If you fail to check the performance of the keyword regularly, you may tend to lose money for those keywords which impacts the performance of your campaign.
On the other hand, some keywords that are relevant to your business will get clicks, but they won’t convert much. It will increase the CPA of the keyword. If this case is prolonged for a long time considerable actions have to be taken to avoid spending money on that low-quality keyword. But as an advertiser, if you are unaware of these cases it will affect the performance of your campaign.
When will an advertiser take action for a keyword?
Should an advertiser take action for a keyword immediately?
Absolutely not!
There are some conditions you have to follow before taking action on a specific keyword.
- Keywords with a high cost and no conversion
- Keywords with high CPA and less conversion
We have seen both scenarios briefly in the above section with examples. Some keywords in your advertising campaign that are related to your business will get more clicks. But because of the presence of some other similar keyword in an ad group or due to the absence of a keyword on the landing page, that keyword won’t convert which in turn increases the ad cost.
Analyze how those keywords performed in the last 30 and 90 days. If you are getting any conversion you can analyze for some more days. If it results in the same in both 30 and 90 days you have to take action for the keyword.
Same way, some keywords in your advertising campaign will get clicks often but make conversions rarely. It will increase the CPA of the keyword. Check that specific keyword’s performance in the last 30 days and 90 days.
If the keyword CPA meets the targeted CPA you can analyze it for some more days. If you are seeing a hike in CPA in both 30 and 90 days you have to take action for the keyword.
What are the possible actions an advertiser will take to refine a keyword?
- As an advertiser, if you think that the keyword will add value to your campaign try different match types for the keyword. Analyze the performance for that too.
- Check the efficiency of the landing page. Make sure that your landing page has the presence of keywords.
- Though the keyword is relevant to your business; if you are not satisfied with the performance of the keyword pause that keyword.
- If you are getting clicks for keywords that you are not focusing make it negative.
Key Takeaways
The best practice to run a perfect PPC advertising campaign is to manage and optimize the campaign, ad group as well as keywords. Keyword refinement occupies the major space in that. As an advertiser, you have to be aware of those things and make decisions wisely to get a good ROI for your business.
Coming to an end, if you need any support in keyword refinements, contact our PPC experts.
