Posted By
Wesley Picotte on 12/14/2009
In the first post of this series about three simple ways to improve paid search campaign performance, I wrote about a paid search management approach called campaign segmentation, a straightforward process by which you can quickly gain better control over your paid search investment. The second post covered ad group segmentation, a paid search management tactic that provides a host of benefits to your paid search campaign, including improved quality scores and better quality traffic. In this final post, I describe the importance of keyword research.
This probably is the easiest optimization tactic to explain: You should constantly, tirelessly, vigilantly, relentlessly test new keywords.
If you’re at all familiar with the nature of paid search, then you know that the 80/20 rule applies, whereby 20 percent of your keywords (and usually even fewer) provide 80 percent or more of your traffic and conversion. However, you may also be familiar with the concept of long tail search terms. The idea is that the pathway to attaining the specific information you seek via search engines typically begins with queries using generic search terms and progresses to queries using detailed terms and phrases.
The latter set of queries in this pathway are referred to as long tail terms—their volume relative to all searches taking place is low, but they are highly specific and for the paid search advertiser, potentially very valuable since the searcher's true intent is more apparent from this type of term.
In the first two posts mentioned above, I illustrate management concepts using a scenario that involves a camera retailer. Lets again look at the camera retailer, and specifically its use of the term “Fuji Velvia 100.” Assume that the searcher is a photographer in search of a film that produces saturated colors, a desirable characteristic for landscape photographs. An example progression of terms from generic to long tail that could conclude with the Velvia-related terms could therefore go as follows:
camera film > camera film for landscape > camera film saturated > camera film that provides saturated photographs > Fuji Velvia > Fuji Velvia 100 > Where to buy Fuji Velvia 100 > Buy Fuji Velvia 100 online
As the searcher hones in on what he actually seeks through multiple search queries and perhaps education along the way about the characteristics of different film types, the queries increase in specificity. Again, specificity has value for paid search advertisers because the intent of the search is more apparent.
Now, it's true that if you simply have “Fuji Velvia” in your campaign as a broad match term (to use Google's parlance), you could receive ad impressions from any of the final four queries in the search path above. Under these conditions, your campaign could also generate impressions for non-related queries such as:
- cross process velvia—relates to film development
- velvia photo—hard to determine the intent here
- velvia iso—relates to technical information
This raises the potential of seeing paid search site traffic from these terms, as well—not a bad thing by default, but since these terms do not denote purchase intent, and since you’re investing in paid search to drive sales, paying for such traffic is a risk. However, by regularly and vigorously testing complex search strings with the potential to drive qualified site traffic, you stand to effectively optimize your paid search investment.
Another benefit of low volume, high-value terms is lower CPCs. Low overall search volume also lowers the position of such terms on what search engines call the search volume index and results in lower costs-per-click. And, although the total contribution for these terms relative to the overall campaign may not be significant, when taken together, this category of search terms ultimately can provide great value to your campaign and business.
The segmentation described in my previous posts in this series is a key component to successful keyword research, so if you haven't read them already, you should. Experimentation with unproven terms should be performed in an appropriate test bed—namely, within a campaign or ad group designated for such use. By confining your tests from other proven areas of your campaign, you mitigate risk by maintaining control overexposure (and therefore cost), employ a best-practice approach by developing text ads that are contextually relevant to your more complex terms, and simplify measurement and optimization.
In total, you have lots of buttons to push when it comes to optimizing paid search performance. Fundamentals first, though! By focusing on budget management (post one), keyword performance (post two), and attracting a qualified audience, you’ll lay a strong foundation for your investment in paid search advertising.
If you have questions about this post or anything related to digital media, please contact me at wpicotte@whitehorse.com.
Tags: Paid Search, Media Planning & Buying
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