Why PPC is not as simple as bidding on “a bag”

Take a simple product you may be searching for online i.e. a bag.

Let’s explore for a minute all the types of bags and variations you can find:

  • Laptop bag
  • Satchel
  • Handbag
  • Evening bag
  • Shoulder bag
  • Etc etc

Then when we take one of the types above i.e. Laptop bag, we can expand this even further

  • Black laptop bag
  • Black secure laptop bag
  • Black laptop bag with front pocket
  • Black lap top bag indestructible
  • Pink fluffy sparkly laptop bag with butterflies

As you can see, as consumers we often know what we want in detail just before we make the final purchase decision. People may use generic words for research, however this will put them much further back on the buying cycle and a lot less likely to convert into a sale.

For any type of marketing the key is to speak to a customer at the right time, at the right price and with the right message. The more specific and relevant your adverts and website content, the more likely the consumer will feel compelled to buy and feel your product or service is the best fit to their needs.

It is also easy to ignore the differences between spellings and formats of words in your campaign. Many of which have different CPC (cost per click) values, quality scores and click through rates. For example:

  • Lap top bag
  • Laptop bag
  • Lap top bags
  • Laptop bags

Often people running their own PPC campaign will place all their budget into simple, short keywords. Not only is this crazy, it will also cost a fortune and be unlikely to achieve results or ROI. Shorter more generic keywords i.e. bag, often cost more money than specific longer tailed terms and are less likely to be relevant to the person seeing the advert.

At Stone Create we let the data tell us where to focus our campaign, therefore unless the keyword “bag”, sells 1000’s of pink fluffy laptop bags with butterflies on, then it won’t be included!

As Google partners we work directly with our Google account manager in Leeds to ensure we are up to speed with the latest updates, best practices and ideas for how to make your digital marketing succeed. Alongside ALWAYS having tracking on all our websites including phone tracking, so we know where your sales are coming from.

We offer a free digital marketing audit, to see how we can help your business.


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The Author

Michael Barlow

Michael has worked in digital marketing for over 20 years. He is a certified Google Ads expert and has overseen the design and development of more than 100 websites. Michael has helped manage dozens of businesses’s marketing spend, growing their revenue year-on-year through innovative online marketing methods.

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