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Posted by admin on 3rd April 2014

Search tops Lead Generation. Does it top Sales?

In a recent published study by Bizible (article), as well as many other reports, it’s stated that online search advertising generates the most leads in 9 of 10 industries. But the question remains; does search generate sales as well as lead generation? The answer lies in the ability to track leads from their source. Once it’s been established that search marketing impacts sales greatly, the question of how to maximize revenue and return appears.

Does search generate sales as well as lead generation?

If so, how can you maximize revenue and returns?

SEM integration is the answer to these two questions.

What is SEM Integration?

It is search engine marketing integration which integrates the services of lead management and search engine marketing. The goal is to maximize revenue and return by tracking quality of leads and using that information to optimize your search marketing campaigns.

Why is it important for B2B businesses? 

Not all leads and conversions are of the same quality and true return comes from paying customers. Because of this, marketers need to quantify the value of digital marketing channels and campaigns in terms of qualified leads and sales completions.

Because Google Analytics neither tracks the status of signup leads after a free trial or an evaluation, nor it links campaign ad spending with conversion source, it cannot track accurate search marketing performance.  Since current lead management systems also cannot track source of lead by campaign, keywords and ad spending, they cannot quantify search engine campaigns and ad performance.

Generally, marketing automation software is better equipped to track campaign performance. However, it still cannot optimize search marketing campaign performance unless it customizes data integration with PPC management software.

Therefore, until now it has not been possible to find a true marketing optimization solution that can be plugged into your search marketing campaigns.  Now, it is available from Varazo as SEM integration of ClickSweeper, PPC management software and ConversionSweeper, lead management and source analytics software.  The solution also offers integration with Salesforce and other lead management software through API and can be applied to most B-B business’s search engine marketing.

Visit our websites for more information.

www.Varazo.com

www.ClickSweeper.com

www.ConversionSweeper.com

 

Posted by admin on 13th March 2014

How to Safeguard Rank Driven Bidding

ClickSweeper introduces Target Ranks 1.5 and 2.5 for more accurate placement at lower costs

As an online marketer that depends on rank (ad position on search result pages), there are times when you want to bid aggressively to get the maximum exposure, but want to avoid paying premium to be at the top. That’s why ClickSweeper has developed target ranks of 1.5 and 2.5 in hopes that this small enhancement will give you the comfort you need in setting and reaching your target goals.

In the ideal scenario, you would achieve the highest rank at the lowest cost. Unfortunately, this is unlikely. A target rank of one (1) may motivate competitors to aggressively raise their bid prices, thus increasing target bid prices higher and higher. In this case it would be helpful to bid between rank 1 and rank 2. This was not an option, until now.

Now with ClickSweeper you can target rank 1.5 or 2.5.  With this selection, you will lower the risk of bidding a premium bid price while still achieving top 3 ad positions.

ClickSweeper’s Rank Based bidding strategy offers two ways to safeguard bid price besides rank goal. Bid price is bounded by a max rank bid that you’re willing to pay, and one allows the target rank to be set based on one of keyword performance factor such as cost per conversion, CTR, quality score or conversion count.

With this new feature, ClickSweeper offers customizable automation to achieve your marketing goals at an affordable cost without demanding all your time.

For more information, visit us at www.ClickSweeper.com.

Posted by admin on 24th February 2014

Digital Marketing based on Signup Quality

There are many options when it comes to ad channel selection. While I am certain that you already utilize some form of ad performance tracking, your current method falls short if it does not measure marketing ROI.

One of the most commonly used key performance indicators or KPI for search marketing is cost per conversion (CPC) or cost per acquisition (CPA).  Below is an example of a typical search marketing KPI.

Typical SEM platform  

           Conversion        Click        Cost/Click        Ad Spend        Cost/Conv

Kw1            5                    200            $2.50                $500                   $100

Kw2           10                  400            $1.25                 $500                   $50

 

In the example above, a typical search marketing platform measures cost per conversion. In this example, the data indicates that keyword2 performs better than keyword1 based on cost per conversion performance.

However, by factoring in the quality of signups from your campaign, the results are different. This is illustrated in the table below.

Varazo SEM platform

           Conversion        Qualified        Disqualified        Sales Win        Cost/Score

Kw1           5                          3                          2                             2                       $41

                                       Score= 6           Score=0              Score=6     

 

Kw2         10                         3                          7                                1                     $55

                                       Score=6             Score= 0             Score=3      

 

In the example above the quality of signup by status such as Qualified, Disqualified and Sales Win is factored into the performance analysis.  The conversion score reflects the quality of signup, and the keyword‘s performance is measured by the sum of the quality score.

With this approach keyword1 shows better performance with lower cost/score than keyword2 and it results in a very different max bid update than the bid update when this data is not available.

While the concept is simple, implementing this signup quality logic into your SEM account can be complicated. You’ll need to find a PPC bid management system and lead source tracking system where both leads and lead source are tracked.  These two systems will then need to be integrated so that signup quality can be added to the PPC management system to optimize keyword max bids.

Varazo is a SEM integration platform that now offers this solution through its existing ClickSweeper, PPC management software, and our newly released ConversionSweeper, lead source analytics. Together these two platforms provide a simple solution for digital marketers who want to improve signup quality and to accurately measure return on their digital advertising.

If you thought about it or have an experience in integrating these two systems, please share your thought or experience in the comments below.

Posted by admin on 20th November 2013

Search Query Reporting

Take a closer look at ClickSweeper’s new Search Query Reporting.

ClickSweeper has implemented a new Search Query Report feature.  Similar to a Google AdWord’s function the Search Query Report allows users to view a list of search terms related to a selected campaign and/or adgroup.  While Google AdWords stops there, ClickSweeper takes it further to simplify the keyword research process.

Both AdWords and ClickSweeper’s Search Query Report display relevant data for individual search terms and/or keywords such as the number of conversions, clicks, and impressions, and the total cost, average cost per click, and cost per conversion.  ClickSweeper allows for simplified keyword evaluation and addition to any keywords lists.  Using the drop menu our search query feature has the option to view search terms that are not in the selected campaign, and search terms that are not in the selected campaign that have no conversions which could assist in negative keyword research.

The Search Query Report is located under the Search Queries sub-tab, under the Keywords main-tab.

Efficiently evaluate and optimize your keywords lists with ClickSweeper today.

Posted by admin on 2nd October 2013

The rising cost of keyword management got you down?

Varazo is a SEM Integration Company that integrates lead quality and our own source tracking system with PPC management to apply lead quality information as conversion score and optimize keyword bidding for campaign optimization. We do this using our two own developed Lead Management & Analytics and PPC Management software; ConversionSweeper and ClickSweeper.

If you are like many PPC managers, you’ve recently seen a spike in the cost of keyword management. The rising costs can be attributed, at least in part, to an increase in the total number of advertisers and their ability to focus efforts on the higher performing keywords.  As cost rise, to hold your budget steady, you’ve had to reduce the number of keywords in your campaigns. Now, with fewer keywords in the mix, the value and importance of each one has increased making the optimization of each keyword even more critical to the success of your campaign.

How do you optimize the performance of each keyword? Best practice suggests there are a number of actions you can take that will produce real results when optimizing keyword and campaign performance;

  • Manage keyword performance by specific position and maximum bid
  • Review your top performing keywords weekly or even daily and monitor keyword trends by click, cost per click, conversion, cost per conversion and ROI
  • Enforce rules to determine target ranking based on performance criteria such as click-through-rate, cost per conversion, number of conversions or quality score
  • Monitor keyword bid price changes weekly to determine how price changes affect performance

That sounds great, right? But how can you implement all of those actions to optimize keyword performance without blowing your budget?

ClickSweeper is a tool that provides daily keyword performance and keyword bidding based on target position or target cost per conversion at a competitive price.

Posted by admin on 21st May 2013

Comprehensive Rank based Management Platform

ClickSweeper has just released an enhancement to its rank based bidding feature. With this latest update, users can now group keywords within a campaign into categories based on their performance. This new rank based bidding feature allows you to create up to 3 keyword performance based categories using criteria you establish. Once the categories are defined users can then assign a separate rank position with a max bid to each category.

Users choose from the following performance criteria based on what is most appropriate for each keyword category;

  • conversion count
  • cost per conversion
  • quality score
  • click through rate

A daily review of the rule determines the target rank of the keyword and bid adjustment that achieves the target rank. Additionally, users can set the max bid applicable to each rule, giving greater control over bidding and budgets.

With this latest enhancement for rule based and rank driven bidding, ClickSweeper provides users even greater flexibility and control over their account management.

Posted by admin on 1st March 2013

How to keep Google Product Listing Ads profitable

Google product listing ad proved its effectiveness already ever since it was available free as organic search result in the past.  However, since it becomes a paid service, there is a doubt whether it still is a cost effective service over other sponsored Google services.  The result is that it still is very cost effective solution and it becomes one of Google’s popular ad channels.

However, since it is paid service, there is no guarantee that this ad gives you a positive return.  Thus, SEM manager needs to dig deeper on how to optimize ad performance and if possible, manages bid by cost per conversion or ROI.  Because of this goal, more advertisers start tracking ad performance by product level instead of ad summary of all products.  Once this ad is managed by product level, advertisers also need to manage bid by product level.  Thus, we thought it is a good idea to show advertisers how to turn product ad summary into lines of product based ad and manage product level bidding by pay per click bidding software.

To list your product image on Google.com, you must have a Google Merchant account with a linked Google AdWords account. Here is how to link your AdWords account to your Merchants account.

  1. Log in Google Merchants account
  2. From the dashboard screen, click ‘Settings’ link on the left pane.
  3. Click ‘AdWords’ link and enter your AdWords customer ID.

Once you have your Google Merchant Center and Google AdWords accounts linked to it, follow these steps to create a new campaign (stand-alone) to run your Product Listing Ads and manage bidding by product level.

  1. Create a ‘Search Network only’ campaign from your AdWords account.
  2. From campaign setup screen, choose ‘Product listing ads’ for Campaign Type.
  3. Set ‘Default bid’ and Budget, and click ‘Save and continue’ button to set up AdGroup.
  4. Set AdGroup name and fill out optional ‘Promotion’ field. From ‘Auto targets’ section, uncheck ‘All products’ option and click ‘Save AdGroup’ button. By default (if ‘All products’ is checked), Google would create an AdGroup targeting ‘All products’ in the feed file with one bid price. That means you do not have any control managing bid prices by product level.
  5. Your will be automatically led to ‘Auto targets’ page. Click ‘+ Add product target’ button and then you are allowed to add product target.
  6. Select an attribute and enter the attribute value from Google Merchant Center feed file, and click ‘Validate’ button. Repeat it until you finish adding all your products. Google provides 6 different attributes, and you can choose ‘id’ or ‘adwords labels’ to manage bid by individual product level. If you want to manage bidding by group of products, ‘adwords grouping’ can be a good option. Keep in mind that these values must match the values in your Google Merchant Center feed exactly. To utilize ‘adwords labels’ and ‘adwords grouping’, your product feed file must have optional attribute columns with values.
  7. Now you can see the list of all products with individual bid fields, and you are ready to manage bidding for Product Listing Ads by product level.

There are a few major PPC management software, but it is not clear how many vendors support product level bidding for Google product ad.  One of them is ClickSweeper PPC Management Software, which provide ROI bid management function which updates daily bid by cost per conversion or keyword ROI goal.

Once product ad is available from the screen of bid management software, you need to calculate cost/conversion that can achieve positive return after subtracting all expense where it includes ad spending and product cost.  As for ROAS, 100% is equal to ad spending.  Thus, adding product cost and target return will target ROAS goal at least 200% or higher.

 

Posted by admin on 31st January 2013

ClickSweeper as a hub for keyword performance management

At ClickSweeper, we continually work to provide features and tools that help clients manage their PPC campaigns. One feature clients find to be superior with ClickSweeper is the ability to manage keyword performance by bidding strategy at the keyword level.  For example, clients may set a target rank goal with a specific max bid or set a specific ROI or cost/conversion goal at the keyword level. With ClickSweeper, these clients can then manage their keyword performance by rank, ROI or cost/conversion goal, all at the keyword level. With our latest enhancement, the keyword performance page, users now have the ability to analyze, manage and update keywords all from the same page.

Whether you are managing thousands of keywords with a budget of hundreds of dollars per keyword or, more commonly, managing fewer than 100 keywords with a moderate budget, ClickSweeper’s new keyword management page can help. This page is accessible by clicking the keyword link from the Keywords Tab page.  Users who manage their campaign at the keyword level spend most of their time in reviewing keyword performance. For these users, having easy access to weekly and daily keyword performance trends aids in making quick decisions and smart campaign adjustments.  These adjustments are likely to include revisions to the current bid price, keyword level max bid or target rank.

To update the current bid of a keyword, simply go to the ‘Fixed bid’ column in the keyword bidding section and enter a new bid price in the box. Remember to save the change before you leave the page.  For those who manage keywords with ROI bidding, review keyword performance trends from the keyword performance page and then adjust max cost per conversion, ROAS or keyword level max bid from the same page.

Posted by James Lee on 26th December 2012

ClickSweeper 3.1 Release

Varazo, Inc. announces the release of ClickSweeper 3.1
bringing new enhancements to its pay per click software.

Santa Clara, California December 26, 2012 – Varazo, Inc., an
innovator in pay per click management software, announces the release of
ClickSweeper 3.1 with enhanced user interface and feature updates.

In the 3.1 version release, ClickSweeper has implemented the
Java GWT (Google Web Toolkit) widget on menus and windows to enhance the look
and feel of ClickSweeper.  While this
enhancement does not affect the software’s functionality directly, it will help
developers implement new UI features more quickly.

Additional enhancements introduced with the release of
ClickSweeper 3.1 are:

Recommendation of
Keyword ROI goal.
ClickSweeper has a bidding feature called Keyword ROI
based bidding.  With this feature,
customers can set maximum cost per acquisition or target ROI goal to improve
financial performance.

According to James Lee, President and CEO of Varazo, “one of the challenges
in achieving the desired goal is to define the appropriate maximum cost per
conversion or ROI goal from the campaign setting as neither an aggressive goal
nor conservative goal help improve campaign performance. To address this challenge,
we developed the Recommendation of Keyword ROI goal feature and believe it will
become a powerful tool for advertisers.”

Bidding Simulation.
ClickSweeper has added a function that allows users to test different estimated
bid pricing to achieve their target rank.
Users select a keyword to test then click on the checkbox next to ‘Rank
Based’ and select their desired rank.  Once
a user clicks the ‘Simulate Bidding’ button their estimated bid price is
displayed.

API update. Updated
API support for the latest Google and MSN features have been implemented.

About Varazo, Inc.

Varazo, Inc. is an innovator in pay per click campaign
management software and offers a full suite of online marketing services
including PPC search marketing, PPC optimization, affordable SEO
services and online marketing consulting.
For more information, contact Varazo, Inc. at 408-615-7194 or visit us
at www.ClickSweeper.com

Posted by admin on 21st August 2012

Tips for maximizing search ad performance with Analytics data

More and more search marketers are seeing the benefits of web analytics based bidding, particularly Corporate marketers who often find they have low conversion rates and a limited number of strong performing keywords. If you are already using Google analytics, why not increase its power by using it to optimize bidding?

Long before most advertisers started linking analytics data to AdWords, we recognized the power that optimizing keyword bidding using analytics data could bring. We spent over a year developing, testing and perfecting the logic and rules for analytics based bidding. This powerful tool is now available in ClickSweeper. ClickSweeper is a sophisticated PPC management and campaign optimizer software solution designed to provide easy to use tools to help search marketers with common yet time consuming tasks. One of the many features of ClickSweeper is the ability to setup and manage bidding strategies based on your business goals. These bidding strategies include:

To illustrate how the ClickSweeper analytics based bidding works we’ve described a typical scenario.

You’ve set up your campaign performance goals and bidding rules but find that conversion count is low and there are only a handful of keywords that are performing well for conversion. As a result, you are limited in the number of optimization possibilities available.

With analytics based bidding you can rely on ClickSweeper’s logic to optimize bids based on the analytics data and quality rating. On the ClickSweeper Keyword page each keyword with its corresponding analytics data and quality rating are displayed side by side. On this page you can perform a number of tasks such as change bid price in real time, pause keywords or drive bid price based on ranking, all without leaving the page. If you prefer to manage bidding manually with analytics data, this can also be performed from the same page.

ClickSweeper analytics based bidding also offers automated bidding based on quality rating and the ability to set filters to pause keywords based on time on site or bounce rate. ClickSweeper automatically adjusts bids daily to meet the bidding criteria based on each quality tier. If conversion performance data is available, ClickSweeper makes another adjustment based on conversion performance such as rewarding keywords for excellent conversion performance and penalizing keywords for poor performance.

For more about ClickSweeper’s analytics based bidding, contact us today.