PPC Keyword Management

3 February 2017 | | Blog, Pay Per Click

Part of the work we do for our PPC accounts here at Dental Design involves Keyword Management. But what exactly does this entail? 

PPC keyword management isn’t just one task—it’s a group of tasks.

They include:

  • Negative keyword management
  • Keyword trend audits
  • Quality score benchmarks
  • Duplicate keyword management
  • Keyword click-through-rate management
  • Low search volume keyword management.

Negative Keyword Management

Building a negative keyword list is one of the most important tasks when launching a new campaign for PPC, or when taking over a campaign.

When launching a new campaign, there is a fine balance to getting clicks, and reducing wasted clicks. managing the negative keyword list constantly (sometimes hourly), after a launch will reduce the amount of wasted budget.

Over time, this can be done less often, as less negative keywords can be identified.

The more robust your negative keyword list, the less wasted ad spend you’ll have.

But we never stop managing negative keywords entirely. Things change and new irrelevant words emerge over time. So we continue to perform this task monthly, at a minimum.

Keyword Trend Audits

Trends in keywords can change over time. It used to be that people referred to “tooth whitening” at a time when they were looking for a solution for a dead tooth that was discoloured. So hence the singular “tooth”. Nowadays people search for “teeth whitening” meaning the plural for a cosmetic pick-up.

Being aware of the users meaning in search, knowing the industry and following data from Google Analytics and Adwords identifies trending keywords that can be used or excluded.

Quality Score Benchmarks

Generally, we don’t manage our client PPC accounts with the specific purpose of achieving high-quality scores. We’ve always found that if an account is well managed, a high (or certainly, rising) quality score will result.

But that doesn’t mean we ignore quality scores entirely. If a quality score is particularly low for a new client, we’ll take a closer look.

Sometimes, we’ll find that the problem lies with the client’s landing page. When a client has one landing page with multiple conversion paths leading to it, the landing page may not reflect all the keywords used. This leads Google to conclude that the page is serving irrelevant information to users, and thus may assign some keywords low-quality scores.

Usually, we can fix these hiccups by adding a few “missing” keywords to the landing page.

Duplicate Keyword Management

Having duplicate keywords goes against AdWords recommendations.

The reason for bidding on a keyword in the first place is to show up over a competitor’s ad. But if you are bidding on the same keyword as the same advertiser, then you’re bidding against yourself.

The result of this can be two things:

  1. You could negatively impact your own Quality Scores.
  2. You could end up increasing your cost per click.

We regularly check through accounts using Google Adwords tools (Adwords Editor) to check for duplicate keywords that negatively affect campaigns.

Keyword Click-Through-Rate (CTR) Management

It’s best practice to closely monitor CTR’s at the launch of a campaign and remove keywords that don’t produce.

However, we monitor the CTR on a regular basis. Sometimes a CTR statistics might suddenly increase, often this could be as a result of a competitor launching a new campaign or entering the market with the same dental treatments, or Invisalign has suddenly done some marketing in your local area.

catching onto this quickly, allows us to allocate the budget, and make PPC strategy adjustments to take advantage.

Low Search Volume (LSV) Keyword Management

It’s easy to give up on a keyword that is showing Low Search Volume. The management of this metric is a skill between knowing when to let the keyword go, and when to try adjusting it by using a plural or singular version.

We remove with caution, as although there may not be as much traffic volume, a conversion can come from any keyword and we ensure we don’t throw the baby away with the bathwater.

As you can see, PPC keyword management is much more than one simple task!

Dental Design offers bespoke in-house PPC management for dental practices across the UK. We know what it takes to stand out amongst the crowd online and convert your next new patient. To grow your dental practice with online advertising call 01202 677277 to talk through your strategy. 

with thanks to search engine watch

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