How to Tier your keywords
You can tier your keywords and bid on them based on how likely they are to connect you with your target market. Keywords most likely to connect you to your client base deserve a high bid, promising keywords a medium bid and the experiments you are running should get the lowest bid. Bidding in this way will help you get the most out of your marketing budget.
SnipeSearch AdClicks rewards clarity. The more your keywords align with you what you do, the less you will waste on your ads popping up where they don’t belong.
A three-tier starter model
- Tier A: proven buyer phrases, highest bid you can sustain
- Tier B: promising related phrases, medium bid
- Tier C: tests and research, low bid with tight budgets
How to assign tiers
If you are new new to advertising, take a guess at what your keywords could be based on the sales conversations you’ve been having. If you haven’t been having any sales conversations, play our Sales Party game with your friends to start practicing them, take a guess at what people who might want your product or service might be looking up.
Your first few ads will be a lot like throwing dice, some will work, some won’t. Look at what’s working, and double down on that, cut out the keywords have been failing to earn their keep.
Keep your tiers visible
Name your ad groups with labels that make it easy to identify which ads have what tier or keyword. This will make it easier for you to edit and shift your priorities.
Stay on top of it
Promote a Tier B keyword that starts converting. Demote or pause a Tier A phrase that seem to be lagging. Bidding tiers are dynamic, they shift with the tides. Keeping them fixed is a great way to overspend on irrelevant keywords.
For AdClicks beginners, tiered bidding is one of the simplest ways to optimize your ad spend without the need for complex automation.
Put it into practice
To start label your AdClicks keywords with Tier A, B, or C based on how likely you think it is to show up in front of your buyers. Set bids so A sits above B and B above C by a clear margin. Re-tier once a week based on how keywords perform.
Take note of what you change, when you changed it, and your expected outcome. That way, you’ll have a record of your thinking over time, and catch yourself before making the same mistake twice. People who keep notes on their experiments learn more from them then those who don’t, and every lesson costs you something.
- One change, one week, one written expectation
- Protect the budget with a hard daily cap while you learn
- Judge success by useful conversations, not vanity clicks alone
Next steps
If you want help running ads and growing your site, check out our marketing packages in the shop. Prefer to talk it through first? Call us to discuss what you’re building.
If you want to learn more about Snipesearch Adclicks try Stephen Driver’s book. It is free to read with Kindle Unlimited worldwide or available in paperback via the links below: