Google AdWords Keyword Match Types & Negatives: Comparison of Match Behavior

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PPC Marketing Process

Managing your pay per click business performance requires these activities:

• Strategy and planning to drive clicks, conversion and lead generation:
• Keyword or market segment selection
• Proper ad copy
• Presentation of value proposition for targeted markets
• Best costumer acquisition or contact practices
• Monitoring and reporting on progress of campaign
  

1. Achieving Business Objectives
Why are you initiating this type of advertising program? Is it clear what your objectives are, how to achieve those business objectives and what success looks like? Clarity on these questions will help to limit risk and ensure the chances of achieving business success.

Determining Business Objectives for Pay per click search engine advertising
Search engine advertising or more specifically pay-per click (PPC) advertising can drive targeted traffic to your web site on through a pay-for performance model. Pay per click search engine advertising can fulfill three major objectives:

1. Driving targeted visitors to your web site
   1. Defined campaigns – The ability to purchase traffic and translate that into leads with little start-up costs makes PPC search engines the perfect means to use on short run campaigns. Other benefits include:
      • the ability to turn the traffic off once a particular campaign is finished,
      • calculating return-on-investment through defined reporting mechanisms
      • generating traffic without substantial web site modification, if any
   2. Potential market trials – If you are unsure about some potential market segments and want to investigate the ability to generate leads out of that market at low cost then pay per click advertising may be a good web marketing initiative to experiment with. Remember, that you are targeting a particular keyword or market segment, but you can also target within the market segment by tailoring your ad (title and description)… it’s advertising after all. Summary benefits include:
      • Low cost targeted advertising trial
      • Many customer targeting options
      • Ability to decide term and cost of advertising
   3. Visitor Gap or Supplementary traffic generation - Your web site attracts a defined visitor demographic or profile and is based on the content you have in your web site. Your visitor demographic may or may not be meeting your current web or business objectives. Pay per click may provide a means of fulfilling those objectives by providing the means of attracting a different demographic or visitor.
   4. Stop Gap Traffic Generation – You have committed to a natural web positioning initiative, however implementation and search engine registration are months away from completion. To many companies, this waiting period is unacceptable for business development. Pay per click advertising may provide a stop gap means for traffic generation in the interim.

2. Market research for customer conversion
   Pay per click is a cost effective means of limiting risk through evaluation market segment conversion (simply, it is a means of determining how significant extraneous or new markets are for your organization). The business success equation:
   
   Business Success = Market Demand x Market Conversion – Competition
   
   To achieve business success we must know market demand. Information on market demand can be gathered from various online sources including our own proprietary database of search engine searches. These databases constitute the business intelligence of consumer behavior and can be used to gauge Market Demand. However, it is not enough to be armed with Market Demand information, since an educated guess about how to distribute marketing budgets across each market segment must still be made.
   
   Market conversion data can be derived from pay per click search engine advertising. Of course, proper management of the search engine advertising campaign must be done to achieve a maximum # of impressions to normalize across each market segment category. Furthermore, conversion parameters should be defined to determine the criteria for campaign success
   
   Lastly, a competitive analysis will help to gauge the relative difficulty of penetrating a particular market segment.
3. Branding
   Besides lead generation, an added benefit to pay per click (PPC) is branding. Since the premise of PPC advertising initiatives is to pay for the visitor conversion, the impressions are therefore a freebie. With every impression your brand realizes the benefit of brand impression. For example, you can position your company with larger well known brands and even though you don’t get a click, your brand will still be noticed – brand impression. If you get a click then you benefit from brand association to the product or service that was being searched for (ie. A search engine visitor searches for car and clicks on the Ford web site, therefore, Ford = car; a complete brand association).