Key phrases are like people. We like some, even if they behave like a pig, while others we dislike, despite their benevolence.
For example, we have the phrase “buy an apartment”. So good, it accurately reflects the product, but there are no applications from it. Or maybe there is, but 15 thousand rubles each. And there is another phrase “buy an apartment in the pioneer district for 1.5 million.” And our apartments cost more than 1.5 million, and the area is not Pionersky, but further from the center, but the phrase works. There are applications, there are sales.
Key phrases, and in general Internet marketing, teach you to think openly, exclude your own taste from the analysis and pacify the feeling of beauty. Banners that seem awful – with acid colors, a crooked logo and poor quality – can hit the target audience. But sleek, with a plot and perspective – no. Because it’s not about beauty.
I will say more, the point is not that the banners are liked by your target audience, they may not like them. The main thing is that they work.
Maybe these banners attract attention, catch the eye. Maybe, on the contrary, they cut off a low-conversion audience that would click because of a beautiful picture. There can be many reasons, but the conclusion and consequences are unambiguous:
Anything that is generating sales right now and / or that can generate sales in the future remains in the ad, and everything else is turned off.
Banner # 1 brought 159 post-view conversions, and banner # 2 – 9 post-view conversions. The placement period and budgets were the same.
Tip # 1… When analyzing key phrases, be guided by statistics, not your own opinion.
Types of key phrases
Just like people, key phrases can be categorized into different types in order to interact with them in different ways. People can be classified as melancholic, phlegmatic, sanguine and choleric. In this case, the tactics of interaction will be different. The results will also differ: just as one should not expect a violent reaction to a small event from a phlegmatic person, instant sales cannot be expected from information requests, and deferred conversions in the future from advertising exclusively by brand.
Council number 2… Analyze keywords based on their type.
The cost of a lead for a brand phrase and a general phrase will differ, for a brand the lead will be cheaper. Therefore, a common phrase must be compared with other common phrases.
Types of key phrases:
One key phrase always has several characteristics at once.
For example, the phrase “buy an apartment” for a real estate agency: High Frequency + Hot + Target + General
- The phrases that tend to bring the fastest results: High Frequency + Hot + Targeted + Brand.
- Phrases to be disabled at start: Non-targeted.
- Phrases that run first: Treble and midrange, Hot, Target.
- Phrases that run when capacity is low: Low Frequency, Warm, Near Target.
Analysis of key phrases
The main indicators of analytics systems that you should rely on when analyzing the effectiveness of phrases:
- visits,
- refusals,
- conversions (quantity,%, conversion price). If the goal of the project is conversions, not reach or cost per click,
- associated conversions.
The task of the analysis is to understand which phrases are effective and for which you need to increase the budget, and which should be disabled from advertising campaigns.
|
Criteria |
Outcome |
|
|
Option 1 |
|
the phrase is disabled |
|
Option 2 |
|
the phrase is disabled |
|
Option 3 |
|
the phrase remains |
|
Option 4 |
|
the phrase remains if the quantity and price of associated conversions are acceptable |
|
Option 5 |
|
the phrase remains |
If this approach seems too radical to you, instead of disabling phrases, you can put them in a separate campaign and test for some time. Or lower your rates on low-performing phrases.
Tip # 3… Consider only those phrases for which sufficient data has been accumulated.
Statistics must be representative, otherwise you can draw false conclusions and turn off what might work.
The analysis includes phrases with a sufficient number of clicks. The threshold is determined by the scale of the project and the urgency of the optimization. In small projects and / or increased urgency, the thresholds are lowered. For example, phrases are analyzed for which there were 5 clicks, instead of 20 clicks.
For small projects, optimization is more difficult. But in my opinion, it is better to optimize with less confidence than not optimize at all…
Low-frequency phrases are also not so simple. It will take a long time to get the required amount of data. In this case, I recommend grouping low-frequency phrases into logical groups and analyzing the entire group.
For example, the product is dietary supplements. There are long low-frequency queries with the same postscript – “bad … in the store” or “bad … pharmacy”. If enough money has been spent across such a group, and there were no conversions, the entire group can be turned off.
Tip # 4… Before proceeding with the analysis, you need to determine the goals of advertising and the business as a whole.
- Goals should be in numbers
For example, in the next quarter we should increase the number of sales by 10%. The goal must be real. You may want to increase sales 200 times, but sincerely believe that this will happen, or demand such numbers from the artist, it would be strange.
- The conversion price is determined by the sales funnel
The threshold value of the conversion cost is the price at which the ad pays off. If at this stage the price has not been determined, you can focus on the average price in your account. Phrases with a conversion cost above the average will be considered ineffective, and below the average – effective. Of course, conditionally.
- There cannot be many goals
With the goal of “Conversions”, the most important metrics are the amount and cost of the conversion. If a phrase has a high bounce rate or depth of view, this is less important than whether or not it has conversions.
Priority is always given to the main goal. No need to chase low bounces or CPC if you want sales… You can try to align minor indicators in other ways, but even if it does not work, it will not be so important.
Tip # 5… Don’t rush to disable phrases. Analyze other metrics first to make sure the phrase is the reason.
Things to check before disabling an ineffective phrase:
- Search queries
The campaign may not have minus, and the phrase does not work, because it is shown by nested non-target keywords.
Analyze the list of sites without breakdown by key. If there is a very prominent site that has a high bounce rate and no conversions, it means that the reason is in the placement, and not in the targeting.
If the target audience is different by gender, you need to look at which audience this or that phrase was shown. Possibly bad phrases are not the phrases’ fault. This could be due to incorrect gender or age adjustments.
Have you chosen the right geo-targeting?
Relevance of ads – the base of contextual advertising.
- Landing page
Landing pages must be accessible and responsive to the user’s request.
conclusions
Do not chop off the shoulder, justify your phrases to the last, like your own children. Before you get rid of an ineffective phrase, analyze all the accompanying factors.