PPC Blog: Keyword Strategy

Why We Bid on the Wrong PPC Keywords

When we’re running client PPC campaigns, it’s not unusual for clients to call us in a panic. They’ve spotted an online ad, and they think that we’ve made a mistake and used the wrong PPC keyword.

But it’s not a mistake. In fact, sometimes we purposefully bid on the “wrong” PPC keywords.

And when we explain our strategy to clients, they come to like these “mistakes” as much as we do.

Below, I’ll describe how it works.

wrong PPC keywords

 

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What Exactly is PPC Keyword Management Anyway?

PPC keyword management gets a fair amount of attention as a topic of conversation (at least in the world of PPC pros!).

It’s also a topic that sends my brain into overdrive when clients mention it.

Why? Because the phrase is used so loosely it often means different things to different people.

Part of the confusion stems from the fact that PPC keyword management isn’t just one task—it’s a group of tasks. And some are less obvious than others.

keyword management

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Why You Might Want to Keep Those Non-Converting PPC Campaigns Live (What?!)

If you’re a regular reader of this blog, or a client of Group Twenty Seven, you know we’re all about numbers.

We never expect clients to engage us on faith alone. We take pride in proving our worth with hard data, especially when it comes to ROI.

So how can we argue that, in specific circumstances, it’s wise to keep non-converting campaigns live? Doesn’t that contradict everything we stand for?

Well, it might appear that way. But in practice, not at all.

non-converting PPC campaigns

 

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Matt Grimm, Ecommerce Director at Red Star Traders

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