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What To Do With Your PPC Keyword Leftovers This Thanksgiving

Nov 27, 2019
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What To Do With Your PPC Keyword Leftovers This Thanksgiving

I love eating, so of course, I love Thanksgiving. The initial meal is great, but if I play my cards right I’m usually ready for seconds and thirds before the food has had a chance to cool off. However, the best part of Thanksgiving is the leftovers. Days upon days of glorious leftovers. 

There is a time when leftovers aren’t so great. *Gasp* I know, this sounds crazy, but I’m not talking about food, I’m talking about PPC keywords.

The Unwanted Leftovers

When I talk about PPC Keyword leftovers, I’m specifically talking about keywords that you want to target on Google but that do not fit neatly into any existing campaigns and/or ad groups that you have set up in your Google Ads account. If you’ve spent any time setting up and organizing a Google Ads account, you know exactly what keywords I’m talking about.  

Let’s say you own a shoe company, and you want to run an ad campaign for a big Black Friday sale. You might create an ad group for running shoes and fill it with 15-20 keywords. Additionally, you could create an ad group for dress shoes, and in that group, you’d include more keywords. Or maybe you want to get super specific and create an ad group for wingtip dress shoes where you would still be able to easily come up with 10-20 keywords. Everything sounds easy so far, right?

Then comes the shoelaces. Do you create an ad group just for shoelaces? If so, how many keywords can you really come up with? You only sell a handful of basic laces, so it’s not like you have a bunch of brands you can use as keywords. What do you do?

What Should You Pay To Market?

Deciding what to do with your 3-5 remaining keywords doesn’t have to be tricky. The first question you want to ask yourself is, “do I need to be using PPC for every single item I sell?” The answer might be a simple “no.” I recommend that people have a well-constructed website that follows SEO best practices so people will be able to find what they are looking for without ads. If you’ve done this, then you can concentrate your ad dollars on your bigger, more popular items while normal traffic delivers people to the ancillary items you sell.  

If the answer is yes, then you have a few things to consider. The first is asking yourself how many keywords do I have and what do I do with them? It’s usually recommended that you have a minimum of 5 keywords to create a new ad group, but I often aim for 15-20. In some cases, you might have as many as 50, but I often try to avoid that. So, with all of this being said, you probably have 5 leftover keywords pertaining to shoelaces. 

You can take these 5 remaining keywords and see if they fit in any of the existing ad groups. Does “shoelaces for dress shoes” belong in the “dress shoe” ad group? Depending on the content of your landing pages and the copy in the ad, this might be an easy solution. 

If not, consider creating a small ad group and being happy with having only 5 keywords in it. If the words don’t generate a lot of search volume, that ad group might not get a lot of play, but if you do your best to write great ads you can maximize their impressions. 

No matter what you choose, make sure it meets your needs. For a majority of my readers choosing to not pay for leftover keywords will be the way to go. Only you will know what will work best for your business. 

Still Hungry?

If you’re looking for another punny Thanksgiving marketing blog, you should check out Why You Should Pass on the Keyword Stuffing this Thanksgiving.

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Jared Stanton

By Jared Stanton

Jared Stanton joined the SMA team in April 2017. He has worn a lot of hats during his time at SMA but has found his permanent niche running the company’s paid-per-click advertising campaigns. PPC allows Jared to make data-driven decisions in the best interest of his clients.

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