Branding Mindshare with PPC Campaigns

Under the broader classifications for various online marketing variables, where “Pay per Click” (PPC) Campaigns stand as an ever essential foothold for online marketability. The objective is to familiarize readers with PPC Campaigns and define how to garner the best out of PPC Campaigns on branding & mindshare perspectives.

One of the primary goals for PPC marketing is to reinforce branding & gain mindshare. Most clicks end up being failures and even if you have a 30% conversion rate that means that 7 out of 10 clicks did nothing for you. This is what creates the need to learn how the systems work:

Branding Mindshare Pay Per Click

  • What are the terms that are important and which ones are not?
  • How to target the ads
  • How to write the ad copy
  • How to bid
  • Where to rank
  • What terms are overpriced?

In the real world, markets are cut-throat and will require learning, sound strategy, and tracking to generate profits. Pay per click marketing allows you to test real time with the fastest opinion loop of any marketing medium in the world.

Why use PPC

  • Prototype ideas to follow demand before investing into a new business model.
  • Quickly assemble feedback on market situation.
  • Split test to a live audience and gather results in real time.

Google PPC Ads

Exact Match | Phrase Match | Broad Match | Negative Keywords:

Using [search term] will only present searches ads for the query search term, which is called exact match

Buying the keyword “search term” will illustrate your ads for any search that has ‘search term’ in the query (in the same order), which is called phrase match.

Buying search term (no quotations or brackets) will demonstrate your ads on several search that has ‘search’ and ‘term’ in it. With broad match, synonyms to search term may also display your ad. If you choose to start off with broad matching you have to view the synonyms to make sure none of them are inefficient.

Any word that you do not want your ad to appear for can simply be blocked by placing “bad word” below your keywords and are referred as negative keywords.


Match Type

Will Show Results For:

Will Not Show Results For:

[eat cheese]

Exact eat cheese

any other search

“eat cheese”

Phrase eat cheese; I love to eat cheese; you eat cheese

Cheese eat, or anything else which does not have both words together in the same order as the search term

eat cheese

Broad All above options and searches such as: cheese eating; ate cheddar

Why Lower Ads Often have Better ROI:

The lower ads have a lower bid price, which can help save money if the top placed ads are overpriced. Another great benefit of having a lower ad is that a user that scrolls down the page to click is more prequalified to make a purchase. By scrolling through a bunch of ads they have displayed a greater purpose to make a purchase.

Dynamic Keyword Insertion:

If you have a group of similar keywords that might still use the same body text you can enable this feature by writing out your normal body text, and placing {Keyword: default keyword} in the title of the ad.

Google now also allows you to pass the referring keyword trigger as a variable in the actual destination URL. To pass the trigger keyword as a variable use &kw={keyword}. You can also track whether the clicks came from Google content ads or Google search ads by adding the following to your URL referrer={ifsearch:GoogleAdWordsSearch}{ifcontent:GoogleAdWordsContent}.

Use Keyword Rich URL’s to Your Advantage:

By changing your URL to a keyword rich URL you can sometimes raise your click through rate by 50 – 200%

Creating Ad Groups:

Most competitive or essential terms should typically be in their own ad groups (or perhaps ad campaign) so they are easy to observe and so you can write ad copy that is accurately targeted to those terms.

  • You may want to create a group for misspelled terms.
  • You may want to create a group for mistyped domain names.
  • You may want to create ad groups based on personality types.
  • You may want to create ad groups for your most important products.
  • You may want to create ad groups for seasonal or special promotions.

Some people also use different groups for contextual ads due to diverse ad value and the desire to use different ad copy.

There are many ways you can split up your account. By creating and tracking various ad groups it makes it easier to monitor your return on investment, and adjust your ad spend accordingly.

By: Pallab Kakoti
Author Bio

Find me on Google+ or on Twitter

The following post is based on an eBook that elaborately discusses best practices, tips & smart moves for optimizing PPC campaigns posted by Aaron Wall published on and the role of Blogs4Bytes.WordPress.Com is to solely bring in the key highlights of the post in brief.


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