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15 Result Oriented Tips To Succeed With Your Next Search Engine Marketing Campaign

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Following are some of the result oriented tips which one can follow to succeed in a search engine marketing campaign:

bidBid for Broad, Phrase and Exact Match Type Keywords

One should not just rely on only one type of search. It should be as broad as possible. That is, one needs to keep in mind that for a website to show up when a search is made, it should be pointed to by various types of keywords. This means, the selection of keywords should be such that there are exact matches, broad matches, phrases, etc. set as keywords so as to ensure that the entire universal set is covered and not just a subset. Due to this, any type of search query, even remotely connected to the website should be able to display it at the top of the search lists. This sound like an easy task, however, is not. But one should make an attempt to include as many types of keyword matches as possible. In addition to keeping a broad base of keywords, one should also keep monitoring on a regular basis which keywords performed well and which ones did not. The ones lacking promise should be replaced with new alternatives and then again monitored for their performance.

Singular and Plural Versions Of Keywords

Yes, this is one aspect which can do a lot of good to the PPC campaign. The searches conducted by various people will include both singular and plural forms of the same word. Hence, if both the forms are covered, then it increases the chances of getting higher traffic.

NKFilter Using Negative Keywords

It goes without saying that using the above two steps, will lead to a large number of keyword lists. Hence, it is important to ensure that some level of filtering is done so as to ensure that it does not lead to unwanted clicks and traffic. This type of filtering is called Negative Keywords filtering. They can be configured by type and category of advertisements.

Use The Search Query Report

It is very important to analyze the type of results shown by the keyword set and the kind of traffic the same is bringing to the website. By taking the visitor data and the search query report, one can know what is it that people are actually looking for.

Use Substitute and Complementary Keywords

There are some websites which sell multiple products, but all of which fall under a similar category. For example, a website selling flowers will also sell chocolates, cakes, wine, etc. all coming under the category of romantic gifts. Hence, the keywords set for such websites should substitute and also complement searches with all combinations of keywords falling under the same context, in this case, romantic gifts. Here, also one should remember to use the exclusion rule to ensure that unwanted traffic is not brought on to the landing page.

Niche Keywords

Contrary to the normal rule of not using jargon as keywords, it is important to note that for some specific websites, one needs to use those technical words which probably are not used by a lay man. However, these technical terms also cannot be avoided if the main target audience are likely to use these technical terms in their searches. Hence, in cases where one is very sure of the target audience, then using the niche terms as keywords will be beneficial.

Use Trial And Error

One should ensure to use all permutations and combinations of various types of call to action phrases, punctuation, word choice, etc. and check which one works the best for the ad campaign. Regular monitoring of the same will lead to insights on what needs to be changed to optimize the results.

Choose To Use Google Search Partners Appropriately

One should not always blindly rely on Google search partners as one cannot interact directly with them. Basis the data received for analysis, one should use one’s discretion to either opt in or opt out of the search partner network.

Ad Scheduling and Ad Planner

Scheduling of the ad campaigns is a very important aspect of any PPC campaign. Basis the type of business, some campaigns need to be active 24/7 while some may only be required on weekends. This is required, to judiciously use the budget allocated for running the campaigns, when maximum amount of relevant traffic is observed.

Free Analytics Tools

There are various free analytical tools available, which can be used to make informed decisions while running any PPC campaign. These tools can give valuable insights on the type of traffic generated by the campaign settings.


The most crucial part of any campaign is to get good ROI. No campaign can be successful if it is not able to generate a good ROI. That is, the money spent on any campaign will be money well spent only if the return on investment is positive and is getting profit to the business. Basis this, one will need to decide on what is the bid amount to be allocated per click. For some business, this amount might be very high whereas, in case of some other businesses, a low investment on PPC will be sufficient.

Keep A Track Of Your Competition

It is very vital to be aware of what is happening at the competition’s end in order to make strategic decisions in any PPC campaign. It might happen that a large amount of traffic is getting diverted to the competition website due to some smart strategies used by them. Hence, keeping a check on the same to stay well informed is mandatory for running a successful campaign. This could be taken up as a weekly or fortnightly task.

Keep A Track Of What The Best Of The Best Are Doing

Keeping oneself updated with latest insights by some of the leading industry digital marketing managers through their various blogs, is a great way to learn new techniques of optimizing one’s PPC campaign. The official AdWords blog is a good website to make a start.

Be Proactive, Not Reactive

No campaign can ever be perfect. There will always be scope for improvement. Hence, one must keep monitoring and tracking the campaigns proactively on a regular basis to make the most out of them.

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