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The more insidious keywords are “how”, “diy”, and “free”. These keywords can be present in a long-tail keyword, like “diy wedding cake” or “how to waterproof deck”, but the intent is not transactional. These users are looking for a way to avoid spending money, and they may use your informational content, but they will take longer to convert. (These types of searches are best to target with organic content.) Thanks to remarketing, all is not lost! Those non-transactional, top-of-funnel terms can still serve to queue up prospects to be reminded of your brand – once you know someone is interested in wedding cakes or home improvement.
you can add them to a remarketing list so your brand stays top of mind as they move further IT Numbers down the funnel. However, it is vital those terms live in a separate campaign that has a unique budget. By separating the top-of-funnel searches into their own ad groups and campaign, your transactional long-tail terms will be free to leverage the majority of your account’s budget without watching less deserving keywords get all the money since they have more historical data. 2. Keyword/ SERP Analysis Not all SERPs are created equal. Some have a heavy focus on shopping and images, while others leverage Google+ locations.
Being in position .1 often means the highest CTR, but sometimes position .2 or even 2.5-3.4 can hold respectable CTR without blowing one’s budget on position one ego. By leveraging the Ad Preview and Diagnosis tool in AdWords, you’ll be able to get a sense of what the SERP will look like based off location of the user, domain of user (domestic and international) as well as what device they’re using. This SERP focuses specifically on users in Palmdale CA on a desktop. You can see that Google rewards ads that are in the user’s location, but also is confused as to the user’s intent. Note that the locations with ratings are not ads, but correspond to the points on the map in the top right corner.
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發表於 2024-3-14 18:16:33