Archives for "Product Updates"

Posted by James Lee on 11th March 2015

How to automate SEM optimization to drive more sales

SEM optimization software

Not all leads are created equal and not all result in the same sales conversion performance.  As a result, any steps taken to improve lead quality will in turn lead to improved conversion rates and ROI. However, the process of improving lead quality can be a very complex and time consuming one.

Lead-to-sales conversion performance depends on many variables such as search ad vendor type, campaign, ad type, ad copy and keywords.  For example, the conversion to sales ratio of a lead generated from a keyword search campaign can be vastly different from that of a lead generated from a display ad campaign or a remarketing campaign.  It is also likely that a lead resulting from a Google search will have a different probability of converting than a lead generated from a Google partner network or Bing network. What this illustrates is just how critical the tracking, analysis and segmentation of sales performance data by ad channel, campaign, ad type, ad copy and keyword is to search marketing campaign optimization.

This is the ongoing dilemma for many marketers and especially perplexing for many small businesses and the agencies that serve them. You need a constant flow of new leads but how do you improve the conversion rate and ROI without breaking the bank or tying up all of your resources?

We believe intelligent automation of the SEM optimization process is the key and that is exactly where SAAS and Cloud business marketers need to look out for vendors that offer SEM solution.  In order for the SEM optimization process to be automated, there are four key challenges or requirements.

First, a centralized backend system to receive and store all leads is required.  All leads need to be passed into one backend system whether they come in the form of phone calls, online forms, email, blog or social sites with lead source information.  While software and tools exist to make this centralization of leads possible, the cost of existing solutions can be high and out of reach for many businesses.

Second, an analysis of all leads to determine source must be accomplished. Each lead must be analyzed for source by ad channel, campaign, ad group and keywords. Once the source of each lead is identified, further analysis is needed to determine the source or sources that produce the greatest number of high quality leads.  While there are a few options in existence that can provide help with this type of analysis, they can be quite expensive depending on the tool and implementation cost.

Third, lead status must be updated routinely so that a current picture of lead status is available. Manual updates of lead status may not be as easy as one might think. It generally requires either a dedicated staff member to update status routinely or a sales staff that is diligent about updating lead status.  In our experience most businesses have had limited success with these manual approaches to lead status updates.

Fourth, lead quality data must be passed onto and utilized in the management of search marketing campaigns. Lead quality should serve as a KPI of search marketing campaigns.  While there can be customized solutions to share lead quality data with search engine marketing optimization tools, until now these have been custom solutions that are costly to implement.

Now that you know what to look for from the process, you can make an intelligent decision in a search for SEM automation tool.  Fortunately, there are more vendors to try to devise solutions.

Posted by on 28th October 2014

How SAAS and cloud based businesses can use lead data to optimize search campaigns

Search Marketing for Cloud BusinessIf your business offers software as service (SAAS) or cloud based services, then you know only too well that the growth of this business model has exploded in recent years. The technical advances associated with SAAS and the cloud has created many new business opportunities.  But along with those opportunities come new competitors making it increasingly difficult for you to cut through the advertising and marketing clutter and get your product or service to stand out.

A common approach for marketing SAAS and cloud based services that has met with varying success is the limited time free trial offer. While this can be an extremely effective marketing strategy, your success is dependent on the effectiveness of your search marketing campaign. An optimized campaign must have the ability to get your message in front of your target audience and then to generate quality leads or signups that are the most likely to convert into paying customers.

While that may not sound too difficult, the data on success rates is a bit sobering. It tells us that no more than 30% of those who sign up for a free trial will actually convert to a paying customer. To improve your odds, you need to know not only which clicks will become a signup but just as important, which signups are most likely to convert.

So what are the keys to improving your odds and optimizing campaigns?  You must determine which lead attributes are resulting in the highest sales conversion. Lead attributes can include;

  • Lead type such as call, signup, email or offline leads
  • Lead medium such as CPC, organic, referral or email
  • Lead source such as Google, Bing or Facebook
  • Finally, there are more specific attributes from leads of sponsored search advertising such as keyword, ad copy and landing page

Once lead performance is segmented by these attributes, you then need to apply this data to your search campaign optimization.  While this process is not too difficult to comprehend, building this process and automating it is not so easy. It requires that all of your lead data be integrated with your search campaign and then using this lead data to optimize for conversion rate of a lead becoming a sale.

Optimizing your campaigns using lead data is a key to success. It is more efficient, fewer dollars are spent as targeting is more focused, higher conversion rates are achieved as you know where highest signup rates and highest conversions come from. While it is possible to implement this approach to campaign optimization manually, it can be time consuming. We recognized this challenge and went to work to develop a solution aimed specifically at SAAS and cloud based who rely heavily on the limited time free trial offer.  For more info, visit this page.

LeadSource.Marketing

Varazo, Inc.

Posted by James Lee on 30th July 2014

Marketing Automation for Small Business

business software for asphalt paving business

asphalt paving business

If you are running asphalt paving & sealcoating business, chances are you live and die by the success of your lead generation efforts. You spend a significant amount of time and money to generate a constant flow of new leads but are then faced with the task of effectively managing these leads and improving lead quality.

Many lead tracking and management tools are designed for businesses with complex lead management systems that include a long sales cycle and multiple sales reps that take ownership of a lead. These can be great tools for the right business. However, they are not suitable for your line of business and you may be paying too much for features you don’t use.

I understand this line of business relies heavily on paid search marketing, and local business listing along with Facebook and email marketing.
One of the biggest challenges to run paid search is to determine best performing search term and keywords and how much to bid on to improve campaign performance and optimize marketing efforts.

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 (pay per click) management.

We serve this need by streamlining the lead tracking and management and passing lead quality with keywords to PPC management system which optimizes keyword bidding. This is the only software solution that provides integration of PPC management and lead management out of box.

Below describes an experience of our agent and business owner in applying this solution to paving business.
“I did not know asphalt paving business until Michael, who runs paving company in Florida, came to us to optimize pay per click advertising through our software, ClickSweeper. And, I offered him an integrated solution to manage and optimize Google AdWords campaign and track leads.”

Our integrated solution tracks leads whether they come from web signup or phone calls or Facebook and uncovers the source of lead through keywords and campaigns of Google AdWords search, and then optimizes keyword bid based on quality of leads and ad position.

Thank to this solution, his business generates more qualified leads and the owner is aware of where good leads are from. His comment was “Amazing tool! It tracks where leads come from to monitor the success and ROI of all my online and email marketing campaigns.”

Now, we like to offer this same solution to you. To signup, visit the website (www.clicksweeper.com) and email us.

Varazo, Inc

Posted by James Lee on 14th July 2014

Optimize PPC with integrated lead intelligence

iStock_000001212813MediumOne 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.

Posted by James Lee on 6th May 2014

How to justify SEM ad spend to your boss

Search Marketing targeting customers

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.

Posted by admin on 5th May 2014

Digital Marketing Optimization without the Hassle

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!

FREE Trial!

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.

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