Everyone knows how to setup a pay per click campaign in Google right? If you're a doctor you want to rank on page 1 for "Charlotte NC doctor" don't you? If you're spending hundreds or thousands of dollars with Google I hope you understand the keyphrases you're using might not be what you think users are typing in.
You see, by default, Google doesn't reveal the keyphrases a user types in if you're using "broad match" for your keyword selection. Let me give you an example:
Jeffrey wants to visit a local lawyer because his real estate agent did not reveal pertinent information about his latest real estate transaction.
Jeffrey logs on to Google.com and types in "Charlotte NC real estate law firm", which happens to be searched over 3000 times per month (lets just say for this example).
David, a local real estate lawyer, has a pay per click campaign setup with Google where he spends $3500 per month to find leads. David did not realize there are three options (broad match, phrase match, and exact match) for his keyphrases within Adwords that will trigger his ad to show. So by default, he adds the broad match phrases "Charlotte NC lawyer" and "real estate lawyer in Charlotte" which are only searched 500 times.
David's ad is triggered by Jeffrey's search! Jeffrey hits David's site but doesn't hire him. No big deal. You win some you lose some. David checks his Google Analytics and sees that he getting plenty of hits but thinks there has to be more traffic out there. He also thinks he's spending alot of money on PPC advertising!
He's right on both accounts.
An advertisers CPC (cost per click) can increase or decrease by your quality score thats assigned to your ad and keyphrase you enter. David could be paying $3.50 per click but right now he's paying $5.00 per click. Why? His quality score is too low. Google analyzes how relevant your ad title, description, and landing page (among other things) is to the keyphrases you've selected.
Cut to the chase. How can David save on his campaigns?
If David has the below Google filter in place he can create a second campaign for phrases he missed out on. He'd realize that Jeffrey's phrase "Charlotte NC real estate law firm" is search alot more than he imagined. He can capture additional traffic while lowering his cost per click at the same time! By creating an "Exact Match" campaign as well as creating a more relevant ad based on the keyphrase, he'll receive a higher Quality Score from Google. That will lower his CPC thereby saving hundreds of dollars each month. Check out the tutorial below:(for a high quality video, please visit this blog post on my site: http://www.ontopresults.com/2009/11/16/do-you-have-the-exact-keyphrases-from-your-adwords-visitors/ )
As the video shows, you add the filter within Analytics and it captures the exact phrase a user enters. Below I've included the step by step instructions on how to set it up within Google Analytics.
1. Go to the GA Account for domain.com.
2. Click on Filter Manager.
3. Click on Add Filter.
4. For Filter Name, use something like Data Filter – PPC Keywords 1
5. Filter Type is Customer filter.
6. Choose Advanced.
7. For Field A -> Extract A, choose Referral and enter in (\?|&)(q|p)=([^&]*)
8. For Field B -> Extract B, choose Campaign Medium and enter in cpc|ppc
9. For Output To -> Constructor, choose Custom Field 1 and enter in $A3
10. The next 3 options should be yes followed by no for case sensitive.
11. Hit Save Changes.
12. Click on Add Filter.
13. For Filter Name, use something like Data Filter – PPC Keywords 2
14. Filter Type is Customer filter.
15. Choose Advanced.
16. For Field A -> Extract A, choose Custom Field 1 and enter in (.*)
17. For Field B -> Extract B, choose Campaign Term and enter in (.*)
18. For Output To -> Constructor, choose Campaign Term and enter in $B1, ($A1)
19. The next 3 options should be yes followed by no for case sensitive.
20. Hit Save Changes.
21. Almost done! Click on the link that says Analytics Settings, then click on +Add Website Profile.
22. Choose “Add a Profile for an existing domain” , make sure your domain is chosen, and enter in PPC Keywords for the Profile Name. Click on Finish.
23. Click on Edit besides the PPC Keywords profile. Configure Main Website Profile Information, Conversion Goals and Funnel, and Users with Access to Profile just like it was configured for the other profile.
24. Click on +Add Filter, choose “Apply existing Filter to Profile” , choose you’re other filters (if applicable) along with the two new filters you just created. Make sure Filter – PPC Keywords 1 comes in the list before Filter – PPC Keywords 2. In fact, these should probably be the top two filters. Hit Finish.
25. Click on Analytics Settings. Your new profile will have data in it within hours or days depending on website traffic.
Good luck and feel free to email me with any questions!
Keith Schilling
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