Lowering PPC Costs: Use SEO and Unique Keyword Groups

I have had several conversations recently with managers in E-commerce departments who want to lower their Google pay-per-click costs and increase the ROI on their campaigns. I have a simple but often overlooked answer:

Do search engine optimization on your sales pages and segment your PPC campaigns so that each keyword group goes to a webpage that is optimized for that group.

Why SEO lowers Google PPC costs

Google prides itself, and in fact, bases its search business on the idea that relevance matters. They want you to keep returning to their search engine because it gives you the most relevant results for your keyword search. And they do their best to clearly label “organic” or natural search results from “paid” or PPC results. Go to a search engine that mixes up paid and search results or doesn’t let you know what is paid and what is not. How does it make you feel when you search? Annoyed? Don’t know if you can trust the results? Google tries to avoid that at all costs.

And that leads to a key factor in lowering pay-per-click costs: Google’s desire for serving relevant results also applies to their paid results.

Let’s say that you are bidding on the keyword “back pain.” If you send your visitors to a page that talks about sciatica and chiropractic care you will pay more per click than if you sent them directly to a page that speaks about back pain.

Do you see why? Google wants you to send people to pages immediately and directly relevant to keywords that the person is searching. And even without the lower price you would be doing better. Why? When you give a searcher what they want, they are more likely to buy and stay on your website. The take home message is simple: Do SEO for the keyword that you are targeting.

Keyword Segmentation for Lowering PPC costs

Understanding keyword relevance and its relation to buyer motivation is another way to lower pay-per-click costs. Segment your campaigns into related keyword groups and send people to a web page optimized for that keyword. For example, a person searching for “lower back pain relief” is likely to have different motivation and wants than someone searching for “kidney back pain relief.” If you send each person to a page relevant to the keyword searched, google will reward you with a lower pay-per-click charge. And again – you will be sending someone to a page that is more likely to give them what they want and thus be more likely to gain a customer.

Also note that a more inclusive term like “back pain” is harder to optimize for buyer motivation. Yes, you can optimize for back pain and save some money on click costs, but what in the world is the person trying to find with the keyword? Relief? Medical Advice? An exercise device? Information for a term paper? You don’t really know and you are likely to pay for tons of irrelevant clicks.

I hope that was useful. Bye for now – Ryan