PPC | Google Adwords | Keywords Targeting | Ad Creative Writing Techniques | Call-To-Action | Google Analytics | Landing Page Optimization

Goal / SWOT analysis, Keywords generation, Ad Creative Writing and Web analysis are four vital stages in a PPC campaign. In my opinion, the Pay Per Click skill that SEM consultants use in these four stages are very critical for a job seeker to land his/her targeted job. Followed by my previous post, this articles focus on the techniques of ad creation as well as the application of these techniques in the job seeking process.

The target audience of this article are people that use AdWords to market themselves in the job market or promote themselves through their online profiles in the job seeking process. This article involves only the online version of a job seeking campaign and demonstrates how to apply the online PPC ad creation techniques in an online job seeking campaign for better conversion-receiving a job offer. Receiving job offer plays a role as conversion. The process between the job offer and employment receptions, such as interview, is beyond the scope of this article

Ad creation


This section demonstrates several basic techniques to apply for a better CTR when writing a PPC ad copy top techniques to increase CTR of an ad creative: (1) Optimize ad title, and description with a keyword & Use keyword to begin the ad title. (2) Optimize display URL with targeted (3) Create a unique sales proposition (USP). (4) Create sense of urgency (5) include a call-to action (6) Select a domain name with the theme that matches the industry or the nature of the product or service. (7) Keep display URL concise. Omit www or http"// on the display URL. (8) Target ad copy on a certain stage on a buying cycle: comparison stage. (9) Capitalize first letter of each word. (10) Include geographical or other qualifier to screen out unqualified traffic. (11) Target audience's explicit level needs with niche phrase. (12) Provide incentives.

For the details about how to apply these techniques, please refer to the chart as below:

PPC Ad Creative Writing Techniques
Example Ad	The Application of PPC Ad Creative Techniques
Organic Cereal on Sale XYZCereal-Buy 1 Get 1 Free, CA State Only. Offer Ends 1/1/09. Purchase Today! XYZFood.com/Cereals.	Targeted keywords: Organic Cereal Use a keyword to begin Title Line: Organic Cereal on Sale. Keywords in description: XYZ Cereal-Buy 1 Get 1 Free. Keywords in Display URL: XYZFood.com/Cereal USP: Organic Cereal. Sense of Urgency: Offer Ends 1/1/09. Call -to-Action: Buy Today! Domain Name with a matching theme of the industry: In this example, select a domain name that matches the nature of cereal and food industry, such as Aroma, or Yummy. Keep Display URL concise: use XYZFood.com/Cereal as opposed towww.XYZFood.com/Cereal orhttp://www.XYZFood.com/Cereal. Target ad copy on a certain stage on a buying cycle: comparison stage. Proper capitalization: capitalize first letter of each word to make ad more conspicuous than the rest. Traffic qualifier: California Store Only. Target audience's explicit level needs with niche phrase: use niche phrase "organic cereal" as keyword to target the explicit need of the audience. Provide incentive: Buy 1 Get 1 Free.

The Buying Cycle of a Job Seeking Campaign

This section explains the buying cycle of a job seeking campaign and the application of PPC ad copy writing techniques in the buying cycle to improve the conversion rate.

The nature of an online job seeking campaign is lead generation. Employers or the potential candidate referrers are "buyers" while the candidates are the "seller" and the "product". Mirrored by the four major stages of the buying cycle of a buying cycle of a marketing campaign, the four major stags for a job seeking campaign are: (1) Awareness: Employers are aware of the need of certain skills to accomplish their corporate goal. (2) Research: Employers identify enitential qualification-matching online resumes or personal profile. (3) Comparison: Employers compare the qualifications in their candidate pool. (4) Conversion: Employers provide job offer to the candidate of the fittest.

PPC campaign ad writing technique helps an online resume or profile: (1) increase its visibility in the awareness stage. (2) Target employer's needs in the research stage. (3) Stand out of the rest in the comparison stage. (4) Result in a job offer to the fittest candidate in the conversion stage.

Job seekers are able to apply these techniques to drive traffic to their online resume or profile through their PPC campaign as well as to optimize the corresponding landing page. In additions, Job seekers are able to apply the same techniques to optimize their online profile even without the existence of a PPC campaign.


In the next section, this article illustrates how to apply the previously-mentioned 12 ad creative writing techniques to enhance a job seeking campaign.

The Application of PPC Ad Creative Writing Techniques

This section illustrates the application of ad writing skills in a resume or an online profile pomotion ads and the design of their corresponding landing page.

In nutshell, the headline and the body of the lading page need to reflect the Keyword, USP, and the Incentives that appear on the title and description featured on an ad.

Details are presented through the chart titled "Key Elements for a PPC ad, Landing Page or a Home Page of Personal Profile" as follows:

Key Elements for a PPC ad, Landing Page or a Home Page of Personal Profile
Sample Ad: DBA- Oracle Certified Florida DBA-5 Years Exp, Free 1st Consultation Ends 5/1/09. Contact for Free Project Sample. XYZDatabase.com/DBA	Major elements of the corresponding Landing page or personal profile page: Headline: Oracle-Certified DBA in Florida. Years of Experience: 5 Experience details go here. Major project details go hereSign-up form for free consultation, the deadline information, a pre-checked Check box for permssion to opt-in for newsletter subscription & call-to-action go here.Contact information for Free project sample (both online & offline) goes here.
Diagnosis Targeted keywords: DBA Use keyword to begin Title Line: DBA Keywords in Display URL: MrDatabase.com/DBA Keywords in title: DBA Keywords in description: Florida DBA-5 Years Exp. USP: Oracle Certified DBA-5 Years Exp Provide incentive: Contact for Free Project Sample / Free Consultation. Sense of Urgency: Free 1st Consultation Ends 5/1/09. Call -to-Action: Contactfor Free Project Sample. Domain Name with a matching theme of the industry: In this example, select a domain name with the keywords that match the nature of high-tech and DBA and industry, such as DataWarehousing, etc Keep Display URL concise: use XYZFood.com/Cereal as opposed towww.XYZDatabase.com/DBA orhttp://www.XYZDatabse.com/DBA Target ad copy on a certain stage on a buying cycle: comparison stage. Proper capitalization: capitalize first letter of each word to make ad more conspicuous than the rest. Traffic qualifier: Florida DBA-5 Years Exp. Use both Geographical and Experience as qualifiers. Target audience's explicit level needs with niche phrase: use niche phrase "DBA- Oracle Certified" as keywords to target the explicit need of the potential employers.	Diagnosis Targeted keywords: DBA Use keyword to begin the Headline to increase keyword proximity: Oracle- Certified DBA. Keywords in Landing page: Properly use the keyword (DBA) and its variations throughout the landing page to optimize keywords density. A good range for a landing page could range from 4-8% without being considered spamming, although experience may vary based on different keywords. Use keywords properly in ALT tag, anchor text.etc. Be sure to open a new window on the anchor text to retain visitors on current page. USP: Oracle Certified DBA-5 Years Exp. Provide incentive, sense of urgency & call-to action: Provide Sign-up up form for free consultation, encourage visitor to signup for free consultation & indicate the deadline to create a sense of urgency. Provide Opportunity to opt-in for news letter to build on-going relationship with the potential employer. Provide contact information and use call-to-action to encourage visitors to request free project sample. Domain Name with a matching theme of the industry: In this example, select a domain name with the keywords that match the nature of high-tech and DBA and industry, such as DataWarehousing, etc Target landing page or your personal profile on a certain stage on a buying cycle: comparison stage. Proper capitalization: capitalize first letter of each word of the headline to make the USP conspicuous. Traffic qualifier: Oracle-Certified DBA in Florida & year of experience: 5. Use both Geographical qualifier and Experience qualifier. Target audience's explicit level needs with niche phrase: use niche phrase DBA- Oracle Certified" as keyword to target the explicit need of the potential employers.

Better yet, you can create  Adwords campaign exclusively for your job search, bid on the niches keywords(e.g. the name of the industry leader, company names, etc)  on the industry you are looking for, and use your personal profile page as the landing page to generate leads, initiate connections with your poential employers, and acquire possible interviews with them.
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Summary

A successful PPC ad revolves around the identification of a product niche and the development of an USP. It also requires an effective keyword targeting and optimization as well as the enhancement from the incentives, sense of urgency and Call-To-Action. Furthermore, the headline and the body of the landing page of an ad creative need to reflect the Keyword, USP, and the Incentives that appear on the Title and description featured on an ad. With all the necessary optimization on both ad copy and its landing page, CTR and Conversion rate may improve.

Examine the PPC ads and their corresponding landing pages on the top and side of this page, and check wheather or not the key elements are in their presence and properly arranged based on the techniques illustrated in this article. You will have a better understanding about how to apply these techniques.

Action
Start to apply the above techniques on your ppc ads and their correspoding landing pages. Conduct ongoing tests on the elements of the ppc ads and their matching elements on the landing pages by creating mutilple ads in an ad group. If you use PPC ads to promote your online profile in a job searching process, monitor the following indexes in the buying cycle:

Awareness: number of new visits to an online resume. Keywords used to find the online resume and the corresponding search frequency for each keyword.


Research: returning visits, length and depth of visit, visit recency for an online resume.

 Comparison: email received for inquiries, appointments received, etc.

 Conversion: Job offer received.

Taciticfully tweak the elements of the ads and their matching elements on the landing pages based on the peformace result derived from the Google Analytics and Google Web Optimizer. Your campaign peferomance will improve as this process continutes.

Good luck and stay tuned for more techniques on ad creative writing, bidding management, web analytics!

Happy PPCing!




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PPC Keyword Research | Long Tail Keywords | Buying Cycle | For PPC Campaigner | Adwords

Goal /SWOT analysis, Keywords generation, Ad creative writing and Web analysis are four vital stages in a PPC campaign. In my opinion, the Pay Per Click skill SEM elites use at these four stages can be very critical for a job seeker in landing his/her targeted job. In this series, I am going to demonstrate the some critical techniques SEM specialists can use to maximize their PPC campaign performance in these four stages and demonstrate how a job seeker can apply the same skills in their job search process to enhance their job search campaign. At first, this article focuses on Goal/SWOT analysis & Keywords Generation.

Goal/SWOT analysis

Goal & SWOT analyses compliment each other. A company develops its feasible goal based on SWOT Analysis for its product and Unique Sales Proposition (USP). For example, after a SWOT analysis, the target market for a high-end cell phone may be a group of  the high-income by featuring the USP as a “Mobile Secretary” or “Mobile Information Center.”.

To monitor campaign performance, one may institution the campaign'sKey Performance Indicators (KPI) based on its buying cycle. Based on the above example, the KPI in different stages can be identified as follows:

Awareness: The number of site visits. New visits. Web search activities about the products (e.g. keywords used to find the product and the search frequency).

Research: returning visits, length and depth of visit, recency.

Comparison: product white paper downloads, number of products and accessories added to shopping cart.
Conversion: number of purchase within product website and through affiliate websites.
Job seekers can use the same techniques to sell themselves as a product. For example, after a SWOT analysis, the targeted employer of a bilingual (English and Spanish speaking) secretary might be an international corporation with the target market inboth North and South America. The USP can be “Bilingual secretary with college degree and business major”.

To monitor campaign performance, one may institution his/her campaign KPI based on his/her potential employers’ “buying cycle”. Based on the above example, the KPI in different stages can be identified as follows:

Awareness: number of new visits to an online resume. Keywords used to find the online resume and the corresponding search frequency for each keyword.

Research: returning visits, length and depth of visit, visit recency for an online resume.

Comparison: email received for inquiries, appointments received, etc.
Conversion:Job offer received.
Through an effective SWOT analysis, Goal identification and KPI implementation, PPC campaign managers or job seekers can have better control on their campaign performance and adjust their campaign strategies accordingly.

Keywords Generation

A PPC campaign may use the Market and product niche to power the keywords pool and target long-tail keywords improve ROI or ROAS strategically, and expand the keywords scope through search query reports. This section illustrates how to use long-tail keywords, brand variations and product features based on buying cycles, singulars, plurals, acronyms, root phrases, and misspellings to generate a Seed Keywords List (SKL) and related keywords strategies. Based on SKL, the PPC campaigners are able to build an extensive keywords pool through keyword generation tools (e.g. Google keywords tool, Wordtracker, Overture keywords tool, etc) for related ad groups.

Long-tail keywords

Coined by Chris Anderson, Long-tail concept describes a marketing tactic of targeting less-competitive niche keywords instead of highly competitive broad terms. Collectively, long tail keywords may bring highly-targeted traffic with less cost and thus increase the campaign ROI. Long tail keywords are multi-word keywords that are very specific. Because long tail keywords are very specific and have more qualifiers than single keywords, they tend to drive lower traffic volume. However, collectively these highly specific keywords can result in a huge amount of traffic. In additions, they tend to have higher CTR. Therefore, they are able to reduce CPC, and result in higher conversion rate, and ultimately, generate higher ROI than generic single keywords.

People generate long-tail keywords in various way based on different criteria. However, this article demonstrates the long tail keywords creation based onbuying cycle, product features, and geographical factors, and personal qualifications. Please note that This article demonstrates only the concepts of the long-tailed while the search volume and amount of competitions may vary . Please note also that the length of the keywords can be adjusted at personal discretion.

Buying cycle

Long tail keywords generated base on a buying cycle (awareness, research, comparison & conversion) are illustrated as follows:

Awareness

Keywords: Computer

Target Consumer’s frame of mind: Aware of the need and the existence of the product.

Research

Keywords: Laptop computer.

Target Consumer’s Frame of Mind: Looking for product information, based on the needs.

Comparison

Keywords: Acer Laptop computer.

Target Consumer’s Frame of Mind: Comparing purchase options based on prices, after-service, brand reputation, etc.

Conversion

Keywords (Long tail keywords): Acer Laptop computer Model XYZ.

Target Consumer’s Frame of Mind: Final decision about the purchase.


Product Features

Long tail keywords generated based on product features (Auto type, make, model, trims, transmission, color, & engine) are illustrated as follows:

Example 1:

Auto Type: Sedan. Make: Toyota. Model: Camry. Trims: LE. Transmissions: Automatics. Color: Blue. Engine: 4-cly, 2.4 L.

Long tail keywords: Toyota Sedan Camry LE Trim. Toyota Sedan Blue Automatic, etc.

Example 2:

Auto Type: SUV. Make: Honda. Model: CR-V. Trims: EX. Transmissions: Automatics. Color: Black. Engine: 4-cly, VTEC, 2.4L, 2-WD.

Long tail keywords: Honda CR-V EX Automatic. Honda CR-V VETC 2-WD, etc.


Geographical factors

Long tail keywords generated based on the mix of geographical factors and lodging type are illustrated as follows:

Example 1:

State: Florida. Metro Area: Orlando. Lodging Type: Hotel.

Long tail keywords: Orlando Florida Hotel.

Example 2:

State: Illinois. Metro Area: Chicago. Lodging Type: Inn.

Long tail keywords: Chicago Illinois Inn.

Personal qualifications

Job seekers may consider generating long tail keywords based on their personal qualification and locations. Examples are list as follows:

Example 1:

Location: Florida. Job: Programmer. Education: Bachelors’. Major: Computer Science. Year of Experience: 4.

Long tail keywords: Florida programmer Bachelors Degree 4-year experience.

Example 2:

Location: Illinois. Job: Marketing Manager. Education: MBA’. Major: Marketing. Year of Experience: 5.

Long tail keywords: Illinois marketing manager MBA degree 5-year experience.



Singular/Plurals

Always include both singular and plurals of a keyword for better coverage of keyword base, such as car vs. cars & programmer vs. programmers.

Acronym

An acronym is a single words consisting of the first letters of several words, such as SWOT (Strength, Weakness, Opportunity and Threats), and DBA (Database administrator).
Subject matter experts in a field may more likely search by acronym. Acronym is an effective source to expand your keywords pool.

Root phrases

Assisted by keyword research tool, root words are effective source to generated long-tail keywords. For example, using ‘adaptor” as root keyword, one can generate root phrases as follows:

Power supply adaptor
Power cord adaptor
Universal A/C adaptor

Misspelling

As internet searchers may be in a rush when performing their search. Typos are good keywords to bid on. They make your ads standing out on these search queries. For example, some popular typos for the word “marketing” can be markting, marketiing, etc.

Tools for keywords generation

Various keywords tools are available on the market for consideration. The following are some of my suggestions:

Typo generator: http://tools.seobook.com/spelling/keywords-typos.cgi
Wordtracker: http://www.wordtracker.com/
KeywordMax: http://www.keywordmax.com/
SpyFu: http://www.spyfu.com/
Keyword discovery: http://www.keyworddiscovery.com/
Adgrooroo: http://www.adgooroo.com/
Google keyword tool: https://adwords.google.com/select/KeywordToolExternal
Google Zeitgeist: http://www.google.com/intl/en/press/zeitgeist2008/
Google Search-Based Keywords tool: http://www.google.com/sktool/
Google Suggest Scraper tool: http://tools.seobook.com/general/keyword-information/


Keyword strategy

I would recommend a couple of essential keywords strategies as follows:

• Consider to expand Keyword pool by referencing the glossaries and index of keyword-rich Journals or books.
• Use standard or exact match for single keywords. Use broad or advance match multi-word keywords, while identifying keywords for negative matches for better CTR.
• Increase sale volume by running PPC ads alongside the organic results for brand keyword queries.
• Use keyword typo generation tool to expend keyword pool with popular misspellings and typos for different typo variations (e.g. double letters, reverse letters, etc).
• Check the keywords used by your competitors through the Meta tags on their websites.
• If you are using wordtracker, be aware that KEI is only for reference as KEI is only the reflection of the frequency of keywords that shows up in Wordtracker’s database against the competing pages. Only the keywords with significant counts are useful, although generally a keyword with a KEI over 100 is considered good to target at. A keyword with a KEI over 400 is considered outstanding.
• Use Google keyword selection tools to estimate possible traffic and ad position to adjust your keywords bidding strategy.
• If you are a job seeker, you can use the above keyword generation tools and tactics to generate your keywords pool based on your qualification, job description, etc. The tactical way to implement it is to create a keyword summary section in your e-resume where you can include all your keywords. By doing so, your resume is more likely to stand out of the rest for recruiter’s search query to their resume database.

Summary

A competitive PPC or job search campaign always starts with an effective and feasible goal identification based on a comprehensive SWOT analysis. Keywords Generation is the foundation of a PPC and Job search campaign. Seed Keyword list can be conducted through buying-cycle, product feature, geographical factors, personal qualification, etc. With the assistance of keywords tool as mentioned, one can effectively expand his/her keywords pool. For PPC campaigner, consider using standard or exact match for single-word keywords and use broad or advance match multi-term keywords, while identifying keywords for negative matches and increasing sales volume by running PPC ads along with organic results for branded keyword queries. For job seekers, consider creating a section of a targeted keyword-summary in your resume to stand out of the rest of the resume corresponding to the recruiters’ search query to their resume database. In next section, we will talk about the tactics about Ad creation.

Stay tuned!

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