Beginners Guide To PPC: Ely Businesses
For many of you running mortgage businesses in Ely, PPC campaigns can feel a bit like a maze. You have this budget, and you want to use it wisely to attract clients who need mortgage services. Yet, even after setting everything up, sometimes you still get clicks from people who don’t seem quite the right fit. That’s where using negative keywords can become your secret weapon. By controlling which searches trigger your ads and which don’t, negative keywords help ensure that your budget focuses on attracting potential clients who are truly interested in your mortgage services.
Before diving into this strategy, it’s essential to understand how vital it is for Ely mortgage companies to optimise their PPC campaigns. Your competition might be abundant, but with the right tweaks, your ads can hit the bullseye. You don’t want to pay for clicks from people looking for unrelated services. The goal is to filter out irrelevant traffic, enhancing your return on investment. If you’re new to paid search advertising or an experienced marketer, understanding negative keywords’ role in your marketing efforts is crucial. To read more about optimising your PPC campaigns, check it out here on our site.
What’s the Deal with Negative Keywords?
Let’s unpack what negative keywords really are. Simply put, these are the terms you instruct Google Ads to ignore when deciding whether your ad should appear. For example, if you’re offering mortgage services specifically for first-time buyers in Ely and don’t offer refinancing, you might add “refinance” as a negative keyword. This way, your ad won’t appear to people searching for refinancing options, saving you money and ensuring your ad is relevant.
Why Ely Mortgage Companies Need Them
In a specific locality like Ely, where the market might be tight, targeting the right audience is even more critical. You might think this town is small enough that a broad ad could catch whoever needs a mortgage. However, Ely has a diverse array of residents, and not all of them will be in the mortgage market. By using negative keywords, your business can be more precise with its ad spend, ensuring that your marketing funds are directed toward those serious about securing a mortgage.
Curbing Irrelevant Clicks
No one likes wasting money, especially on ad clicks that lead nowhere. That’s where negative keywords come in. They help you filter out searches that aren’t relevant to your business. For mortgage companies, common negative keywords might include terms like “jobs,” “careers,” or “real estate licensing.” By excluding these terms, you cut down on unnecessary spending and ensure every pound you spend has the potential to bring in a new client.
Improvement in Ad Relevance and Quality Score
Using negative keywords not only saves you money but also improves your ad’s relevance and Quality Score. Google loves when advertisers provide relevant ads to users, and negative keywords help you do just that. A better Quality Score often means lower costs per click and better ad positions. This is especially useful when you’re in a competitive market like Ely, where multiple mortgage brokers might be vying for the same audience.
Strategies for Identifying Negative Keywords
Now that you understand their importance, let’s talk about identifying useful negative keywords. You can start by reviewing search term reports for your ads. Look for terms that aren’t relevant to your services. If you’re still uncertain, think about words or phrases that don’t align with your offerings, like competitors’ names or services you don’t provide. Engage with your team and even your existing clients for insights—they might highlight terms you hadn’t considered.
An example of keyword refinement might look like this:
- Use search term reports to identify irrelevant searches.
- Exclude terms not aligned with your services.
Local Factors to Consider in Ely
Your geographic location in Ely can also give you insights into which negative keywords might be useful. Consider local events or terms that could be misaligned with your PPC goals. For example, if there’s a local festival or business with a similar name, you don’t want your ad triggering for those unrelated searches. It takes time and ongoing effort, but refining your keyword strategy with these local nuances is invaluable.
Practising Rigorous Monitoring for Optimal Results
The world of PPC isn’t static. As the market and consumer behaviour in Ely evolve, so should your negative keyword list. Regularly check your campaigns for new irrelevant search terms. It sounds tedious, I know, but it’s important. The PPC landscape shifts, competitors change tack, and your business needs to adapt. Keep on top of it, and the potential for improved returns is significant.
Here’s a quick plan for maintaining your negative keyword list:
- Set a schedule to review search terms regularly.
- Update your negative keyword list based on new data.
Conclusion
Negative keywords might seem trivial next to other PPC elements, but they pack a punch in efficiency and cost-effectiveness. They help Ely mortgage companies steer their ads toward the right audience, improve their ad Quality Scores, and save money on misguided clicks. As you refine your approach, keep your eyes open for potential new negative keywords, and don’t fret if it feels like a trial-and-error process at first. The gains you’ll see in conversions and relevance will be worth it in the end.
If you’re eager to enhance your PPC strategy, consider seeking professional guidance. At Wired Media, we specialise in PPC Management in Ely and can help streamline your campaigns for better results.
