Today, I want to bring together some subjects discussed during recent PPC Tuesday videos, into a concept we like to refer to as the Relevance Trifecta! The Trifecta encapsulates your Keywords, Ad Copy, & Landing Pages and the more relevant they are to one another, the better poised you are to attract qualified that will convert. Let’s take a closer look.
As I mentioned the Trifecta is comprised of your Keywords, Ad Copy, & Landing Page. The Keywords are represented by the Yellowish sphere. The Ad Copy is represented by the Dark Green sphere. And the Landing pages are marked by the Bright Green sphere. I draw attention to these because aligning these three efforts is a key to turning a search query into a conversion.
Last week, I discussed how the Landing Page is the end of the search advertising and the beginning of the conversion path. To get the right traffic to that landing page, the Keywords & Ad Copy need to be in place upstream, and the landing page needs to drive traffic to the conversion down-stream. In between each of these elements are behaviors the searcher needs to take in order to continue to the next.
After a search triggers your keyword, your ad needs to be read and related before being clicked on and ending up on the landing page. As long as this page is relevant the traffic should continue on to the conversion. There are many different factors on your site that may prevent the conversion, and every Wednesday, our Conversion Team discusses these factors and offers insight in how to fix this.
For the sake of this discussion, I will be discussing the efforts that effect PPC Advertising, but if you are interested in how your site converts, I suggest you tune in tomorrow when Caitlin will discuss the importance of Segmentation.
The Relevance Trifecta is a concept. It examines different aspects and compares them to performance. Let’s take a closer look at these concepts and how different scenarios effect advertising efforts.
As we showed, when your efforts are aligned, the path to follow is clear. Each element feeds off the previous and follows a logical course. For this example the keyword can be Bright Blue Widget, with the ad copy discussing the particular product and pointing to a landing page that sells the product. Even if the path is laid out in a straight line, there are still different degrees to how relevant it is, and how this effects your target traffic.
This next example shows a much shorter path, demonstrating highly relevant elements. For this the keyword is Widget #23ds45 and the ad copy mentions that product, its low price point, and free shipping, all of which is reinforced on the landing page. If you are responding to a very precise search, you can have highly relevant ad copy and landing page, so that there are no other paths for the searcher to follow but yours. This high degree of relevance makes the search path a no brainer.
Now lets look at advertising efforts that are not aligned. For this example the keyword is Blue Widgets, the ad copy talks about how fun and exciting the company is and points to the contact us page. For a searcher to follow this path, they will need to take distinct leaps from one concept to the next. Most traffic will not make a leap, and will move just beyond your ad to your competitor. If, in the off chance a user does click on your ad, they will find an irrelevant landing page and will be unlikely to convert.
In the next example, the keywords line up with the ad copy, but the landing page is off. The keyword targets Blue Widgets, the ad copy talks about how this company has the best blue widgets, then points to the home page. This will require a leap to decide to continue on through the page, find what they are looking for and convert.
Lets look at the last example. This is probably the most widespread issue we notice. It applies to using generic ad copy. For example, lets say the keyword is Blue Widgets, and the landing page goes to that product page, but its not reinforced in the ad copy. If & when someone clicks on that ad, it will be because they decided to take a gamble and see if it will provide what they are looking for. In examining the entire search audience, most of the qualified traffic probably won’t gamble on a generic ad.
So now that we have looked at a few different scenarios, let’s look at what can be done to avoid misalignment.
The best practice for PPC is: Review, Test, Repeat. This can be applied to each aspect individually, as well as a whole.
In past PPC Tuesday videos, my colleague Kevin & I have discussed Keywords, Ad Copy, Landing Pages, Account Structure and more in great detail. If you are finding one of these areas as a repeat offender, be sure to go check them out in full.
When you review your keywords, run a search query report and analyze how they are being found. This can help you either build out more long tail terms or set negatives to better hone your targeting. Also, be sure to take advantage of different match types so that your best ad is trigged by a search.
Regarding your ads, review them to make sure they are relevant for the searches you are going after. If they are responding to specific product queries, then they should specify the product in the copy. If you are looking for more general searches, you lead in with value propositions that differentiate you from your competition. Regardless, you should never rest your advertising efforts on one message. By creating two ad variations you can see what resonates best. It is important to opt in to the ads being rotated evenly in Google so you can collect sound data to base decisions on.
Finally, after reviewing them to make sure they are complimenting the keywords and ad copy, dive into your analytics and see how they are performing on your site. If a lot of visitors are bouncing, they are probably discouraged by something they see (or expected to see) on the page. If they are navigating to another page, outside your conversion path, it may be time to examine that as your entrance page for specific searches.
In terms of aligning all of your efforts, bringing a sound Campaign/Ad Group structure to your advertising will go a long way to enable you to react to your advertising. It allows you to optimize your efforts, and recognize gaps in performance.
I hope this has been helpful.
To Learn More about Exclusive Concepts Profitable PPC product, or any of our excellent services in our suite of online marketing offerings including our Managed Conversion Testing Service, SEO Foundation or Precision Email Marketing, please don’t hesitate to contact us.
Also, if you have specific questions about how your PPC Account is structured – including how strong your Trifecta of Relevancy is, sign up for one of our Profitable PPC Audits, they are quick, free, and offer some great insight in how to optimize your campaign.
Thank you, this has been Chris for Exclusive Concepts Daily Concept: PPC Tuesday. I look forward to talking to you next time.