Pay-per-click (PPC) marketing is complex, collaborative, and iterative. It attempts to satiate three distinct appetites: searchers, the search engines, and advertisers. How can you appease all of these at once? It starts with keywords.

1. Pay-Per-Click Marketing - How Relevance
Leads to Results
Pay-per-click (PPC) marketing is complex, collaborative, and iterative. It attempts to satiate
three distinct appetites:
Searchers - People click on paid search ads more often than any other form of digital
advertising. They don't mind being advertised to, but they want to be offered products
that answer their questions and fulfill their needs.
Engines - The search engines are forced to cater to searchers and advertisers
simultaneously. The searchers comprise their user-base, while the advertisers provide
them with their revenue stream. The engines want to provide relevant results, first and
foremost, while offering a highly targeted, revenue-driving advertising channel.
Advertisers - Advertisers are offered a unique means of putting their message in front of
an audience who is actively seeking their product.
How can you appease all of these at once? It starts with keywords. Keyword research, grouping,
and organization is the key to creating winning AdWords campaigns, and search engines reward
advertisers who can use effective keywords to create well organized, intelligently targeted pay-
per-click campaigns. So do searchers.
So it only makes sense that those searchers, your potential customers, should be an integral
source for your keyword research. If you can shape your pay-per-click advertising efforts based
on actual keyword traffic and goal conversions instead of third-party estimates, you will not only
save money by lowering your irrelevant traffic, but you’ll be leagues ahead of your
competition—competition that doesn’t have the integrated keyword management capabilities
that WordStream provides.
By using WordStream and recognizing the importance of keyword taxonomy based on actual
traffic in your campaigns, you can expect to:
Grow Your Customer Base - Connect with people deliberately seeking a product like
yours, and make them happy by providing them with an offer relevant to their search
query.
Lower Costs - Enjoy an algorithmically generated discount from the search engines in
exchange for making their users happy.
The difficulty is in the execution. This page will explain how you can manage your PPC efforts
more efficiently and optimize the relevance of your campaigns.
Maximizing Pay-Per-Click Marketing Efficiency

2. The good news for advertisers and Web marketers is that in giving the search engines what they
want (relevant pay-per-click ads) you're also delivering targeted advertisements to people who
are literally seeking out your product.
In order to get the most out of your pay-per-click marketing or affiliate marketing campaign, you
need to follow a few best practices. WordStream’s keyword and AdWords management software
helps you accomplish all of these important steps, from keyword research to AdWords bid
management:
Identify Numerous Traffic-Driving Keywords and Potential Traffic Sources
Create Closely Related Keyword Groups
Convert Keyword Groups into Ad Groups
Designate Negative Keywords
Delegate Your Budget with AdWords Bidding Strategies and AdWords Bid Management
Create Ad Text that Relates to Your Ad Group's Keywords
Create Landing Pages that are Relevant to Your Keywords and Ad Text
Repeat the Process Daily
Carrying out these processes will provide you with:
Higher Quality Score - The above is the search-engine prescribed formula for raising
your AdWords click-through rate and keyword Quality Scores.
Lowered Costs - By increasing Quality Score, your account will see lower first-page
bids, and you'll be able to pay less for a better ad position in Google's sponsored links.
Improved Traffic Quality - In continually creating more and more relevant ads and
landing pages while finding new keyword opportunities and carefully constructing ad
groupings, you are not only lowering your costs by way of pricing incentives from the
engines: you're also creating a keyword portfolio that gets iteratively better targeted with
time.
Marketing Success With WordStream Pay-Per-Click
Management Solutions
WordStream offers strategic automation in carrying out pay-per-click advertising management
tasks. PPC software will allow you to be more efficient in constructing and growing AdWords
campaigns because it recognizes the importance of keyword organization and continuous growth.
Let's take a look at how WordStream answers each of the above pay-per-click marketing
challenges:
Identifying Keywords for Your Pay-Per-Click Marketing Campaign
Building a keyword list is a crucial part of pay-per-click business marketing, and organizing that
list is equally important. You need to identify terms that will drive traffic while ensuring that
those terms are relevant to your site.

3. You can accomplish this with the WordStream suite of pay-per-click tools by allowing the
software's Web analytics to create an extensive, relevant database for you:
The above is a representation of a mature WordStream account for a niche product offering. The
question becomes: how does the keyword software find that many relevant keywords?
When you sign up for WordStream, you'll upload keywords into your database. You can do this
either by allowing the software's Web analytics tools to parse your historical log files, or by
importing a number of keywords. Then, WordStream offers a JavaScript analytic package which
enables you to have new keywords automatically introduced into your WordStream account.
WordStream (and the search engines) default keywords to be set to broad match. By keeping this
setting or creating a phrase match setting, you are allowing the search engine to match your
keyword choice to other keywords it deems related:
Creating these more inclusive match types ensures that you will be continually expanding your
keyword list, creating more and more specific keyword distinctions. This is powerful
functionality because:
More Keywords Means More Impressions - Creating an expanded list of keywords
means that your ad will show against a greater number of search queries
The Impressions Are Relevant - You know that the impressions are relevant to your
business, because they are derived from your website's log files and/or keywords you
upload initially, then the keyword list expands based on real keywords that people have
actually used to discover your site.
The Traffic Improves with Time - WordStream is an iterative, learning machine. The
PPC management software offers negative keyword tools so that you can constantly

4. strengthen and streamline your existing keyword database while you expand to new
keyword opportunities.
Creating Keyword Groups for Pay-Per-Click Marketing
The next step is grouping these keywords. Proper keyword grouping and organization is the key
to pay-per-click advertising success because it provides higher Quality Scores, better conversion
rates, and better market segmentation. Additionally, as was explained above, search engines
encourage semantically related groupings.
This task is one of the most arduous and time-consuming parts of maintaining a PPC campaign,
and most search marketers currently do this by hand! With the kind of extensive keyword list
assembled in the first screenshot, it is near-impossible (or at the very least cost and resource
prohibitive) to hope to have it be human maintained. This is where WordStream's grouping tools
come in to play.
WordStream makes this process easy by suggesting keyword segmentations for you, and by
continuously monitoring your actual site traffic to improve the relevancy of your keyword
grouping over time.
As you can see, this "comparison shopping" website has been able to segment their database to
return only queries with the terms "comparison shopping" By clicking the key phrase, users can
group their keywords instantly with a single click:

5. You can create multiple groups from your segmentation instantly with one more click:
There are a few important things to note that the screenshot is revealing:
Segmentation - An even more segmented Keyword Group has been created.
Speed - The group was created in just two clicks and a matter of seconds.
Preservation - By clicking "Create Keyword Group" you'll have preserved your
grouping within WordStream.
You can spend minutes creating tens of these groups, effectively building out extensive, very
sophisticated ad campaigns.
Additionally, WordStream offers powerful workflow tools which suggest to you the best means
of segmentation for your campaign:
This interface shows you the keyword groupings that haven't been created yet that you should be
concentrating on first.
WordStream thus suggests workflow management for your campaign, allowing you to:

6. Visualize Pay-Per-Click Marketing Workflow - Quickly see where your effort and
attention is best spent.
Automate PPC Workflow Suggestion - Offer you algorithmically generated, intelligent
suggestions as to what filters to set and what keywords to group together.
You can then have these groups created with the click of a button. Additionally, this same data
can be leveraged in your search engine optimization efforts; learn more about implementing our
keyword grouping tools with your SEO management.
Authoring Relevant Pay-Per-Click Marketing Ad Text and Landing Pages
Thus far we've utilized WordStream's:
Keyword Suggestion Tools - To create a customized keyword database founded in our
own website's traffic history.
Keyword Grouper Tools - To group these keywords into semantically related, Quality
Score friendly keyword groups.
The next step in AdWords campaign management is creating targeted ad text for Google
AdWords pay-per-click campaigns and sending visitors to relevant AdWords landing pages,
which is made markedly simpler due to the fact that we've been able to create well-structured Ad
Groups.
The software makes learning AdWords easy and makes intelligent suggestions for Quality Score
friendly, compelling ad text for each WordStream managed group:
While you'll want to create your own messaging and call to action, WordStream's text editor
tools offer automated suggestions which greatly reduce the amount of time needed to create
multiple text ads, while improving the efficiency, effectiveness and click-through-rate of these
ads.
These suggestions can also be used to intelligently format your campaign's landing pages. By
utilizing the same suggested text as both ad text and "header" and topic-suggestion for your site's

7. landing pages, you are providing users with an improved experience while taking advantage of
the search engines' pricing systems.
Pay-Per-Click Marketing Automation: Better Productivity,
Lower Costs
Effective search engine marketing requires:
Targeted, continuous keyword research.
Intelligent keyword grouping.
And the production of relevant messaging to searchers who will be interested in your
product or service.
WordStream's tool set is specifically designed to automate the more tedious, labor-intensive
work associated with these best practices, while providing you with workflow solutions so that
you can determine the best use of your resources. WordStream also recognizes that it’s not
possible or practical to automate every aspect of search marketing. It’s important for you to
retain control as a marketer in order to use the suggestions WordStream has given you to make
intelligent decisions.
The application will make your campaign more relevant, offering you:
Improved Productivity
Greater Value
More Relevance
Try WordStream Pay-Per-Click Marketing Tools Free
Today!
Find out just how much of an impact this suite of pay-per-click marketing tools can have on your
campaigns by:
Trying WordStream Free Today
Requesting a Live Demonstration
Signing up for our Search Marketing Webinar
Subscribing to our Newsletter