September 20, 2014

Chain of Relevancy in PPC

Everyone knows that marketing is both art and science. Search engine marketing is especially heavy on the art because of the mysterious search engine algorithms. However, pay-per-click (PPC) advertising provides relief from the mystery because you can circumvent the algorithms and work with dollars and cents. Or at least that’s how it used to be until Google announced their quality score. They weren’t about to let it be easy for you.

What is the Chain of Relevancy?

The chain of relevancy has three links. The first link is the keyword you are bidding on. For this example we’ll say you’re bidding on the term “iPhone accessories.” 

The second link in our chain is the ad copy you write. Placing the keyword phrase in your ad title or ad copy is proven to deliver higher CTR (partly because search engines highlight the words and draw attention to your ad), but this practice also connects the first and second links in our chain of relevancy. For best results I would place my keyword in a small ad group and use the title “iPhone Accessories” or “Buy iPhone Accessories.” 

The third link is the content of the landing page designated by the destination URL. The search engine will spider the page looking at the title tag, meta tags, H1 tags, page content, etc. to ascertain what the page is about. If the search engine determines that our page is about iPhone accessories we’ve established a strong chain of relevancy that will improve our quality score.

About Robert

Conversion rate optimization and PPC wizard. If I'm not out playing ultimate frisbee or golf you may find me hiking, skiing or mountain biking.

Trackbacks

  1. [...] ad copy and landing page build on each other progressively and intuitively. The end result is a chain of relevancy which helps the searcher progress from their search term to a compelling, benefit-driven ad to a [...]

  2. [...] Every PPC campaign has a handful of top-performing keywords. You know, the 20% of your keywords that deliver 80% of the results. Take these keywords and place them in very tightly themed ad groups (like 2 or 3 keywords/ad group). Then right static ads using the keywords directly. This will ensure relevancy and allow you to put 2 or 3 relevant mentions in the ad (headline, ad copy, even the display URL). With a highly relevant ad, you can then work on your landing page to make sure you’ve established a strong chain of relevancy. [...]

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