One of the biggest challenges for today’s search marketer is to determine the best performing campaigns and campaign elements and then use that information to optimize marketing efforts to increase sales and improve marketing efficiencies.
Improving your campaign performance means more conversions and sales. Improving marketing efficiencies means you can do more, like take on more clients increasing your billable hours, or reduce your marketing expense. Either way this is a Win-Win scenario. But what does it take to improve both campaign performance and marketing efficiency? We think it comes down to one word: Integration; the ability to seamlessly integrate your lead management with your PPC campaign management.
In order to have a complete view of your marketing efforts from lead generation to sale and to truly optimize all elements in the process, you need information on lead source and lead quality in addition to campaign performance. Many tools exist to help you with campaign analytics and others for lead tracking and management. But what has been lacking is an easy and seamless way to integrate your lead tracking and management information with your PPC campaign management system.
Only when the two systems are integrated can you gain a complete view of your marketing efforts and have the ability to optimize all marketing elements to achieve maximum ROI. Without this integration you are left to manually optimize keyword bidding for your Google AdWords account or rely on Adword’s performance data for optimization. We don’t see either of these as a good option for search marketers.
Not sure this integration it is worth the bother? Just consider this; all conversions are not created equal. You already know that the quality of a lead can vary greatly. This is also true for conversions. For example, the quality, or probability of converting to a paying customer, of a phone call can be very different than the quality of a form submission. Consider that you likely have many lead sources. And the leads generated from different sources have different expectations and buying intentions. Without taking this lead source, lead quality and probability of conversion information into consideration, attempts at marketing optimization will fall short.
Hopefully you are convinced that the idea of integration is not only a good one but one you need to adopt. But what are the options for achieving integration? One option is to customize your marketing automation software to integrate with your PPC management software system. For some, this can be the right solution but it can be very expensive. Fortunately, there is now a second and more affordable option. There is a new to market solution that provides out of box integration for search marketers; seamless integration of lead tracking and management with PPC campaign management without costly customization. We like to call it “Marketing Automation for Search Marketers” or “Search Marketing Automation”.
If you are ready to get a complete view of your marketing efforts from lead generation to sale and you want to and start optimizing all marketing elements for maximum ROI, you’ll want to try out this new solution from Varazo: ClickSweeper SEM integration.
Conversion rate is one of the most commonly used and trusted Key Performance Indicators (KPI). However, I caution you against taking it at face value. There are many factors that go into calculating conversion rate and potential pitfalls when using it as an estimate for ROI.
First, depending on the type of conversion medium, actual returns can vary. For example, leads from phone calls vs. online form submissions vs. Facebook inquiries can have very different sales-win ratios. As a result, the value placed on a lead should reflect the differences between the conversion mediums. In other words, the sales-win ratio should be tracked by conversion medium and this information should be used in determining ROI.
Second, depending on the type of ad medium, conversion quality can vary. Let’s say you generate 10 leads from a search campaigns, 10 leads from a display campaign, and another 10 leads from a remarketing campaign. While they are all leads, the probability of a lead converting to a sales-win will vary by the type of ad medium. This lead quality by ad medium information should also be factored into conversion performance and ROI estimates for optimum search engine marketing.
Third, depending on the type of ad channel, conversion quality will vary. Many SEM managers find that B2B lead quality from Google is superior compared to other ad channels while B2C lead quality from MSN is often as good as or better than Google. Applying the same conversion value to each type of ad channel will not provide an accurate representation of the true lead quality and conversion performance.
Fourth, conversion tracking does not track the overall impact of a search ad campaign. While conversion tracking in search advertising can be a good KPI for keyword performance, search advertising can have a more far reaching impact. In fact, not advertising in search can have a greater negative impact than advertising has on a positive result.
Finally, keyword performance is only meaningful when keywords are of a similar type. There are brand keywords, general keywords, competitor keywords etc. Thus, managing ROI based keyword bidding with keywords of different types in the same campaign can result in unintended consequences such as the unintentional demotion of general keywords. Since brand keywords intrinsically have an advantage over general keywords in conversion performance, general keywords may get automatically demoted.
If you think your conversion tracking could be misleading you when it comes to estimating conversion performance and ROI, I offer three tips to help you avoid this trap.
First, add the effect of branding when promoting general keywords. When potential customers search on general keywords, they have not made a decision on the vendor/brand for the product or service. To add the effect of branding you can either increase the target cost per conversion or promote the general keywords with a visibility goal.
Second, manage keywords by keyword type in your campaigns. As mentioned above, it is better to group keywords by type and create separate campaigns for each group. This will help you optimize campaign performance based on the specific objective of each campaign.
Third, track lead quality by ad medium, ad channel, and lead type (or conversion medium). In order to obtain this type of information, you will need to deploy a lead management system that can identify lead source by medium, ad source, and lead type. Ideally your lead management system should also be able to track search marketing related information such as campaign, ad type, ad copy and keyword.
Some, but not all, lead management systems track this level of lead source detail for search engine marketing. Ideally, your lead management system is integrated with your pay per click management system giving you automated keyword bidding; the highest level of search marketing automation.
Think your conversion tracking could be misleading you into suboptimal decisions and your campaigns could benefit from detailed lead quality tracking integrated with PPC? Worried that it sounds difficult and expensive? Then, you’ll want to check out Varazo’s SEM integration solution; a simple, easy and affordable out of the box solution.
Of course, the number one job of a SEM manager is to develop killer campaigns and optimize marketing ROI. But we know in the real world, you are often tasked with justifying your ad spend to your CEO and senior management who often do not have a background in SEM or online marketing. Particularly if your cost per click runs high, you’re likely to get tasked with justifying ad spend on a regular basis.
To demonstrate to your management that your ad spend is justified, there is nothing better than to deliver the actual name of clients that came in through your search advertising and the details on the specific campaign elements that are driving the most conversions. To uncover the source of new customers, you can turn to a number of advanced lead management systems or marketing automation systems. While most do a good job of identifying source of lead by ad channel and ad medium, most don’t provide the ability to drill down to the search term, keyword and ad copy level; a level of detail that is necessary to really understand the campaign elements that are working best to generate your best new customers. Not only is this information useful for optimizing campaigns but also can be used to help justify your ad spend to senior management.
If you are willing and have the discipline to manually update your search campaign’s keyword bid price on a regular basis, then a basic lead tracking or marketing automation tool will probably be all that you need. However, if you do not trust your ability to make regular updates but depend on the tool to optimize your search campaign by updating keyword bid price, then the tool you use must incorporate information about lead quality from your lead management system in order to be truly effective. For example, you want to keep the keywords that generate paying customer in the top 3 positions and you want the tool to keep updating bid price to keep them in the top 3 on the search result page.
We believe this more intelligent type of tool that incorporates lead quality with PPC is the wave of the future. But you can have it now. With the integration of ClickSweeper PPC management and ConversionSweeper lead analytics and management, you can track the source, down to the detail level, of your best customers.
If this sounds like a tool that can not only help you optimize your campaigns but also justify your ad spend, you’ll want to take advantage of our offer. We are so certain that you’ll see big improvements and efficiencies that we are offering you a chance to try it out for free. Get your 2 month free trial here.
Varazo is a search engine marketing agency. One of our goals is to be innovative leaders in our field. With that goal in mind we have developed SEM Integration which integrates the services of our own PPC Management, and Lead Management software; the first solution of its kind. Here’s how it works.
The goal of search marketing integration is to maximize revenue and return by tracking the quality of leads and using that information to optimize your search marketing campaigns. We do this by gathering data with ConversionSweeper, our Lead Management & Analytics software, and using it to optimize keyword bidding through our PPC Management software, ClickSweeper. While many offer these services separately, we are the first to combine them and create this integrated solution.
Try our ultimate SEM Integration solution that offers you a path to boost paid search marketing without the hassle. We are offering a two month search marketing integration trial absolutely free*with technical support to implement integration of search marketing, lead management and lead source tracking for marketers, or one year of free services to SEM agency business accounts.
If a risk free, sure win offer to improve your marketing ROI sounds good to you, here’s what is required;
- Your monthly search ad budget is > $2000 or you are marketing agency
- Online lead/signup is important to your business
- You enabled Google Analytics tracking to your website
Follow the link to begin your journey towards improving your marketing ROI!
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.
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.
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.
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.