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If someone search for: “Tesla model s tires”, you make a compelling argument that they should buy the Tesla model s tires from you. I am sure you do much better than others that have nice ads for: “car tires”.
When target ads compete with untarget ads, you usually see unbelievable numbers. It depends on the competitions, but I see numbers like:
CTR: Between 10-50% (High if you are the only one giving a direct answer)
Expected quality score: 9-10
Expected click-through rate: Above average
Ad relevance: Above average (Because you use the same keywords in the ads as the searcher)
Landing page experience: Above average (If you landing page answer the question)
Click price: 10-90% of average click price (because of the high CTR and quality score)
Conversion rate: 5-50% (High; because searchers know what they get and if you deliver, they can just finish their search at the landing page)
Market share: High (High CTR and Conversion rate = High market share)
I know there are a big difference between campaigns, so please see number as indications.
It is often overlooked, how difficult it is to make and maintain a general Adwords campaign. You have to make ads that appeal to many different problems.
When you sort search terms, you have to do a lot more thinking. One of the big problems is that similar relevant keywords start appearing in many different ad groups and how do you manage that.
If you have a one keyword/focus ad group, it is much easier. When the ad group is so focused, it is easy to make ads and difficult to make improvements. When you sort the search terms, it is also much easier. You just have to answer: Does it have ex. “tesla s tires” in the keyword and are the searcher looking for tires for her Tesla? If yes, then you add the keyword.
So even it is more time consuming to make one keyword/focus ad group, it is much easier to maintain.
I have had many discussions with other SEM-professionals about Adwords organic impact. They say that they never seen any impact and Google say that there are watertight seals between organic results and Adwords.
It is just not what I have been seeing. If you are driving long tail paid traffic to a page, that is a good result for the keywords, when you see an increase in organic traffic. It use to be one paid click and you got two extra organic for free. Now it fluctuate more.
Off the record, Google employees have no problem talking about it, because it is an argument of using more money on Adwords.
So why can you boost organic traffic by using money on Adwords?
The factor in Google’s algorithm, you change, is the user-data. By paying your way to the first page, you can generate data to the search algorithm like: CTR, time on site, return searchers etc.
These factors might only improve little for highly competitive keywords, but for long tail keywords it isn’t uncommon to change status from unknow page, for that keyword, to first place.
Even a longtail keyword don’t generate much traffic by itself, it is easy to add thousands of keywords in Adwords and thereby rank organize for them as well.
Impact on the rest of the organization
Because it is so easy to make an impact online, we often forget that we sit on a lot of statistics and places where we can take action, to help the rest of the organization.
It is much easier to get statistics and take action with an Adwords account with many focused ad groups, compared with an account with fewer general ad groups. With focus ad groups, you can:
– What features are important for the demand
– How to get rid of a product that are stocking up
– How will a new product sell
Best practice for how many keywords you should have in each ad group
When you read many guide books about how to organize the structure in an Adwords account. They recommend you start with a few general ad groups and then pick special case to make focus ad groups from them.
Because of the increased competition and focused ad groups do much better, we have changed the order of doing things.
We start picking high performing keywords and built one keyword ad groups for each one. The keywords that are not chosen we can add in more general ad groups.
Its is a little more work from the beginning, but you save time later and results from day one.