There’s been a while since anyone in the SEO/PPC industry made available an advanced, powerful tactic on how or what to use to optimize your SEO and/or PPC landing pages. While most of the agencies keep the good stuff for themselves. So, this article will be helpful in sharing valuable secret with you all.

To reverse engineer the landing page algorithm of Microsoft Ad Center results are applied to Yahoo! Search Marketing and Google Adwords with their own tool namely “Ad Intelligence add-on for Excel”.

The main purpose of the Ad Intelligence add-on is to help you find the best keywords to advertise on their ad network, as many as possible, so MSN will make more $$$. But the tool has also a secret use: reverse engineer and improve your landing pages and help you optimize them for search engines.

Keep in mind that you need to have an Ad Center account in order to use this tool. If you don’t have one, go and create one. Then, install the add-on and start your Excel. If this a new install you will be asked to provide the username and the password of your account.

The new table is telling you that in the provided URL, there is a 0.8536 confidence (or 85% relevancy) that the content on that page (URL) is highly related to the keyword search engine optimization service. The maximum confidence is 1.00 (thou I never saw this in real life). The higher the confidence number is, the more the content is relating to that specific keyword and the lower the minimum CPC will be.

To reverse engineer the confidence factors, all you have to do is to test the page against various SEO factors, like the title tag, h1, h2, body keywords density, etc. Change one element at time, and rerun the Keyword Extraction.

Remember to always keep the original file unaltered and test your ideas on copies. It is suggested that once you identified a winning combination (confidence higher than 0.9) move it to a specific directory for your MSN Ad Center and point your ads to the new page. Eventually, you may want to test the page performance in search engines (rankings) and see the results.

Let’s say you want to see how changing the title tag is affecting the confidence. So, change the title tag from “Vancouver SEO Services | Search Engine Optimization Services Vancouver” to “Search Engine Optimization Services”.

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The choice of your keyword match type can have a huge impact on the performance of your campaigns. Having all your keywords in broad match type can bring you the most traffic, but resulting in high cost per conversion; whereas having every keyword in exact match type can definitely filter out most of the unwanted traffic, but you will also be missing out on some of the long-tailed search queries that broad match or phrase match can bring in.

The table below briefly summarizes the different match types available in the major search engines (Google, Yahoo, and MSN). The info is gathered from the help section of each search engine.

1. Broad Match – Triggers the ad when individual words in your keyword appear, in any order, in a user’s search query. Your ads could also show for singular/plural forms, synonyms, and other relevant variations.

In Google Boad Match is available.

In Yahoo Broad Match is not available.

In MSN Broad Match is available.

2. Phrase Match – Triggers the ad if the word or words in your keyword appear in a user’s search query with the words in the exact order, even if other words are present in the search query.

In Google Pharase Match is available.

In Yahoo Phrase Match is not available.

In MSN Phrase Match is available.

3. Exact Match – Triggers the ad only when the exact word or words in your keyword, in exactly the same order, and without any other terms, appear in a user’s search query.

In Google Exact Match is available.

In Yahoo Exact Match is not available.

In MSN Exact Match is available.

4. Negative Match – Adding a negative keyword to your ad group, campaign, or account means that your ads won’t show for search queries containing that term.

In Google Negative Match is available.

In Yahoo Negative Match is available.

In MSN Negative Match is available.

5.Standard Match Type – Only available in Yahoo. This works the same way as Exact Match in Google and MSN.

In Google Standard Match Type is not available.

In Yahoo Standard Match Type is available.

In MSN Standard Match Type is not available.

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One of the biggest questions advertisers have when manage their pay per click account is how much they should bid for their keywords. Bidding too high may incur too much cost and advertisers might not be able to sustain a profitable ROI, whether bidding too low might not allow their ads to be positioned at a visible spot.

There is a function in Google Analytics that allows advertisers to see at which positions their keywords receive the most visits, transactions, revenue, conversion rate, and etc.

Simply login into Google Analytics, select a report which has the proper filters applied. Then click on Traffic Sources. Within the expended pull down menu, select Adwords then click on Keyword Positions.

Now just type in the keyword that you want to analyze into the “Find keywords” box to see the stats on that keyword. Click on the keyword once, then you can start seeing the position break down on the right.

This handy little tool might not be practical for huge companies that have tens and thousands of keywords, since manually analyzing each single one of them would just be overly time consuming. But for small businesses that have a few core keywords which make up the majority of their conversions, this is a great way to get some general ideas on how much they should bid to maximize their investments.

One thing to be careful though, is not to solely rely on the number of transactions to make decisions; instead you should also take the conversion rate, and number of visits into account.

For example: let’s assume for the time period you are analyzing, your keyword have spent 90% of the time at position one and only 10% of the time at position three, so most likely there would be more transactions happening at position one than at position three.

But at the same time, the keyword might only be getting a 0.3% conversion rate at position one whereas at position three, it might be getting a 3.2% conversion rate. Assuming there isn’t a big different on the number of visits between the two positions, it actually makes more sense to lower your bid and have the keyword on position three for most of the time.

As with any other analysis process, make sure you have a sufficient data collection before making any judgments.

Pitstop Media is a Vancouver based company, providing Internet marketing services. We offer SEO Vancouver services, PPC Vancouver Services, google analytics services to companies of all sizes, from start-ups to corporations. Please contact us at http://www.pitstopmedia.com if you need assistance.