Archives for "Quick PPC Tips"

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 James Lee on 24th January 2011

Adwords Changes: Lowercase Only URLs

Here’s a quick head’s up:  Adwords has begun to enforce its new policy of lowercase only URL domains. So if your ad used capital letters in the display URL, such as:

www.RedHerringMysteryBooks.com

it will now be displayed as

www.redherringmysterybooks.com Continue Reading

Posted by James Lee on 24th November 2010

Benefiting From Your PPC Mistakes

We all make them. The keywords we didn’t research properly that proceeded to generate completely irrelevant clicks, the adgroups we left disorganized because we couldn’t be bothered to fix them, the keywords that should have been paused long ago. However, tired old cliches aside, mistakes can be highly instructive. Just make them early, learn from them fast, and don’t make them again. Easier said than done? OK, maybe a little. But here are some ways to make the most of your PPC management mistakes.

Continue Reading

Posted by James Lee on 21st June 2010

PPC Management Tips: Why Bother with Bing & Yahoo

With 70% or more of the total US search share, Google is the indisputed king of search engines. If you run PPC advertising on Google, you might well wonder why anyone would bother with ads on Yahoo and Bing. After all, Google PPC advertising is probably taking up most of your budget and time already, so why would you waste resources you don’t have on search engines with less traffic and lower visibility?

In fact, there are several good reasons to at least give Bing and Yahoo a try. (As usual, we recommend that you track your campaigns religiously and go by the numbers to see if they’re profitable for you.) Here’s why ClickSweeper recommends advertising on smaller search engines along with Google: Continue Reading

Posted by James Lee on 1st June 2010

Quick PPC Tip: Check Your Ad Ranks

This tip might sound obvious, but we here at ClickSweeper thought we’d offer it anyway: always verify your ad ranks. Not because Google and Yahoo are untrustworthy, but because the ranks they report to you are averages, not exact figures. If you want to know how your ads are really ranking at any given point, you’ll need to spend a few minutes checking on them yourself every so often.

Ads are most competitive before 12pm, so if you want to see how your ads are holding up against the stiffest competition, run these checks in the morning. Start by putting together a list of your most popular and expensive keywords (10 – 15 is usually a good number). Then you can either head directly to Google, or if you don’t want to affect your impression counts or need additional location targeting options, go to Google’s Ad Preview Tool instead. Set locations if you need to, then enter your keywords and see where (and if) they trigger your ad. (Hint: you can also get good ideas for new ad copy from your competitors’ ads.)

Checking your realtime ad rankings is a fast, easy way to make sure your ads are performing as expected and to catch any visibility issues before they become bigger. PPC management doesn’t have to be hard or time consuming to be effective!

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Posted by James Lee on 29th March 2010

Raising Your Keyword Quality Scores

Keyword quality score is important in PPC management. Actually, that’s an understatement. It plays the major role in determining how much your first page bids are, what keywords you’re eligible to show ads for, and how often. Neglecting those little numbers assigned to each of your keywords just isn’t a good idea. If you’ve noticed that your quality scores tend to be low, you may be paying a lot more for your bids than you need to.

To start with, a 7 is considered a good score. You won’t be able to optimize every keyword to a 10; in fact, you’re only likely to get into higher scores if the keywords are very closely associated with you — your brand name, for example. However, any keyword that is scoring less than a 5 merits taking action. Let’s take a look at the major factors that go into calculating your quality score, and what you can do to boost them. Continue Reading

Posted by James Lee on 3rd February 2010

PPC Management Tip: Landing Pages

You probably already know that a highly relevant and user friendly landing page is key to high conversion rates and low bounce rates. It’s your first and best chance to make a good impression on a prospective client. And it plays a huge role in determining whether your prospect becomes a client. Important? You bet.

At the same time, we here at ClickSweeper realize that it’s time-consuming to create new AdGroups for every handful of keywords associated with a specific landing page. So how do you find the right balance? Here’s a little secret: AdWords lets you set landing pages for individual keywords within an AdGroup. Click on the keywords tab, select the keywords whose URLs you want to individualize, choose ‘edit in a spreadsheet,’ and fill in the appropriate boxes with the new URLs. Done!

Note that changing the URL will not change your ad copy. Some keywords will definitely need individual ad copy (and thus their own AdGroups) to reach peak performance. But for other keywords, especially merchandise within a fairly narrow category, this can be the right strategy. Let’s say you have an online toy shop that sells, oh, say, bouncy balls. The ad copy for your bouncy ball AdGroup might bouncy ballread something like:

  • Save on Bouncy Balls
  • Choose From Many Colors & Sizes.
  • 25% off Retail + Free Shipping!
  • www.randomtoys.com/bouncyball

Most keywords could land on your category page for bouncy balls. However, you could also assign product page URLs to more specific keywords like ‘red bouncy ball’ without having to create new AdGroups. 

Hope this tip was useful! Try it out and let us know how it goes. Don’t forget: if you haven’t already, you can try our PPC management software free today.

Posted by James Lee on 29th January 2010

Quick PPC Tip: Google Analytics

If you run a pay per click campaign, Google Analytics offers a lot of extra information that you can use to make important decisions about your ads — especially when there just isn’t a whole lot of conversion data to act on. We here at ClickSweeper find that its bounce rate and time-on-site visitor statistics for individual AdGroups, ad copies, and even keywords are very useful. We use the data to make decisions about changing our keyword inventory, pausing or creating AdGroups, and testing landing pages. Google Analytics offers a lot of information, which can initially be a bit difficult to translate into action, but paired with your existing conversion and click through data, is a powerful tool. More knowledge is never a bad thing in the pay per click world! (If you need more detailed guidance, we like this article from Searchengineland.com .)

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