So, you got all your Pay per Click campaigns setup and running. You are happily paying Rs 50 to Rs 60per click and all of a sudden Google decided to slap you and WHAM you wake up in the morning realizing that all your bidding keywords are inactive and you need to pay Rs 200 per click. That right, Rs 200 per click! If you can still make the profit by paying that amount of money. Then, it is totally fine, but chances are you won’t.
Now the big question is, how do you overcome this? Before going deep into the how first you have to understand the why. Well, it’s all about relevancy. If the keywords that you are bidding are not relevant to the landing page or the site that you are promoting, then you will be punished with the poor quality score. That means you need to make sure that your landing page has the keywords that you are bidding.
Read more: What is Google Display Network?
For example, if you are bidding for the keywords ‘red shoes’, you will need to have the term ‘red shoes ‘on your landing page or website.
There are a couple of things you can do to beat this, first of all, you will need to have very small and targeted ad groups. That means you cannot put all the keywords that you have into an ad group. You will need to break them into small groups for example if you have a list like this:
You can break them into two groups where the first group will be keywords that consist of ‘red shoes’ and the other one ‘blue shoes’. So you’ll have
Second Ad group: blue shoes
Got that? Sounds tough, but you can easily do this by using the Keyword Grouper function in the AdWords Editor tool which you download it for free from Google’s website.
Now, to improve the relevancy between your keywords and your landing pages, there are actually a few ways to achieve this. The first way will be to create multiple landing pages. Meaning, you create different landing pages for different ad groups.
Based on the examples above, you now have two different ad groups, what you need to do is to create a landing page for ‘red shoes’ and a landing page for ‘blue shoes’. You really want to make your ad groups as tight as possible and be sure that your landing page contains the keywords within the ad groups.
You can manually create multiple landing pages at first to understand more how this works. This can be a daunting task but it is the most reliable and the best way to learn.
The other way to do this will be using dynamic keyword insertion or (DKI) technique and having dynamic keywords appear on your landing page which is a more advanced technique. Doing this will require a fair amount of knowledge on .php but you can certainly search this on the net to find out more. See below for more information about the method that I use to lower my pay-per-click bid dramatically and fast.
Hence these are the few tips through which you can reduce cost of your keyword. To learn more about AdWords join Digital Marketing Institute Rohini as it is one of the best institute known in Delhi NCR.