Incorporating entity-based strategies into your PPC campaigns can significantly enhance your performance. Whether you’re seeking the expertise of the best SEO consultant or partnering with a digital marketing agency Singapore, understanding and leveraging entities can set you apart in a competitive market.
Expanding Keyword Lists with Entity-Based Approaches
If you’re struggling to expand your keyword list, adopting an entity-based approach can significantly broaden your horizons. Entities are crucial due to their relationships with other entities.
Considering these relationships helps uncover insights that resonate with various audience segments based on their intent. Think about the context and assumptions behind searches to brainstorm new keywords effectively.
Questions to Guide Entity-Based Keyword Brainstorming
- Activities: What activities are related to my product/service?
- Entity Identification: What specific interests are associated with my business?
- Entity Relevance: How is my product/service connected to these activities?
- Entity Pain Points: What challenges do people face in these activities?
- Entity Solutions: How does my product/service solve these issues?
Geographic Considerations for Entity-Based Keywords
- Entity Scope: What locations are relevant to my business?
- Entity Presence: Where are most of my customers located?
- Entity Associations: What local landmarks or events can enhance relevance?
Seasonal and Event-Based Entity Integration
- Entity Timing: What seasonal trends or events are relevant?
- Entity Impact: How do these entities influence consumer behaviour?
- Entity Integration: How can I integrate these entities into my campaigns?
- Entity Promotions: What special offers can capitalise on these entities?
By incorporating these principles, you build a comprehensive advertising approach that closely ties into your site’s relevance and authority.
Improving PPC Quality Scores with Entities
Entities can significantly enhance your PPC quality scores. High-quality scores lead to lower costs-per-click and higher click-through rates. Quality Score is calculated based on three factors heavily influenced by entity recognition:
Expected Click-Through Rate (CTR)
Entities ensure your campaigns align with audience interests, boosting CTR. When your ads resonate with users’ search queries and interests, they are more likely to click through to your website.
Ad Relevance
Entities ensure your ads match user intent, not just keywords. Optimising your ad copy to relevant entities increases the chance of delivering ads that match what users intend to find, enhancing ad relevance.
Landing Page Experience
Entities on your landing pages directly impact user experience. When landing pages provide relevant content that aligns with the entities highlighted in your ads, users have a positive experience.
A cohesive journey from search term to ad to landing page leads to a better user experience. Quality Score evaluates whether you’re delivering content users want. Accounting for intent with entities makes this easier.
Strategic PPC Audience Targeting with Entities
Traditional audience segmentation identifies key demographics. Combining these insights with entity-based targeting hones in on your current and potential audience.
Example: Local Restaurant Campaign
A local restaurant targeting its geographic area can expand by targeting users’ interests and behaviours related to entities in the broader region. This could include campaigns targeting food festival attendees or tourists.
AI-Powered Targeting Options
Custom combination segments can enhance behaviour and audience-based targeting. Search engines attempt to find relevant consumer segments. Leveraging these options avoids wasting potential.
Benefits of Entity-Based Targeting
Entity-based targeting provides valuable data and insights, even if it “fails.” Analysing audience segment data helps refine targeting strategies to identify high-performing segments. You may discover new consumer groups and insights guiding broader marketing strategies.
For example, a restaurant adding a dish referencing nearby attractions might attract more out-of-town visitors. Limiting campaigns to local reach alone may not reveal such insights.
Optimising Campaigns with Entity-Based Strategies
Entities codify the human penchant for assumptions, undertones, and subtleties in communication. Incorporating entity-based strategies into your PPC efforts can set you ahead of the competition.
Whether you’re a global brand or a local business, these strategies help future-proof your marketing efforts and drive performance. Embrace entity-based approaches to enhance your PPC campaigns and achieve significant success.
If you like this article, you may want to read this article about Google Introduces Simplified ‘Web’ Filter for Search Results.