Archives for "landing pages"

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

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 11th March 2011

PPC Management Weekly Round-up 3/11

Good morning, and welcome to this week’s round-up of interesting, informative, or just plain good to know information about the PPC world. There’s a little news about MSN AdCenter, a common Adwords mistake to avoid, legal news on trademarks in PPC ads, and the latest eyetracking report. Go get ’em!

First off, a nice little piece from Dan Greenbaum over at Search Engine Journal on a common Adwords mistake: not making sure the offer in your ad is in sync with the offer on your site. Does your ad appeal to browsers, yet take them to a landing page for buyers? It could be affecting your conversion rate. Good thing it doesn’t take much effort to sync up your offers.

Next, Pamela Parker of Search Engine Land reports that MSN AdCenter will soon be rolling out its own version of Google’s quality score for keywords. Unlike Google, Microsoft claims that scores will not directly influence how ads are ranked, but we think they might be kind of kidding about that. Start tightening up things now.

And some news from the legal front: trademarks have always been a dicey issue in PPC ads. Advertisers should be happy to know that a California federal appeals court ruled that buying ads based on a competitor’s trademarked name does not violate trademark law. So while your quality scores for competitor’s keywords are still going to be low, at least you’re in the legal clear now. Good to know!

And finally, the newest eyetracking study confirms what we already knew: most users are focused on organic rather than paid search results. Many ignore the ads or spend very little time looking at them. (Don’t let that discourage you too much: Google still makes a major chunk of its income from clicks on ads.) What does this mean for advertisers? Well, to start with, you have even less time and opportunity to attract a user’s attention than you thought. Get back to work on that ad copy! And if you’re not doing SEO to bring up your website in the organic results, that should be your next priority.

Hope you found this week’s articles handy. Don’t forget to visit us for a free trial of our popular PPC management software!

Posted by James Lee on 27th September 2010

Troubleshooting Your PPC Campaigns, Part 1

Pair Adwords reporting with Google Analytics, and you have a pretty good way to tell when things are going wrong. Knowing what to do about them, however, is a whole ‘nother story. But good PPC management means staying on top of every aspect of your campaign and being proactive about addressing problems.

We’ll be looking at a few problems you’re likely to encounter in this series. To start with, here’s one almost all of us face at some point:

Problem #1: High bounce rate/low time on site.If you’re getting disappointing averages from Google Analytics (average bounce rate over 75%, average time on site under 1 minute), it could be either or a combination of two major factors: landing page (s) and keywords. Continue Reading

Posted by James Lee on 1st September 2010

What’s wrong with my PPC campaign?

Maybe it’s not your PPC campaign at all. If you’ve carefully researched your keywords, compiled a comprehensive list of negatives, matched up the best landing pages to your tightly organized adgroups, written killer ad copy, and the conversions still aren’t coming in, it’s time to think about other factors that could be sabotaging your profitability. (If you hate criticism about your website, you’ll probably want to stop reading here.)

If you’re a web merchant, the problem could very well lie somewhere in the shopping experience you provide. Your landing page, shopping basket, site speed, and pricing could all be playing a role.  Before writing off PPC as a loss, check to make sure these components of your site aren’t the problem. Continue Reading

Posted by James Lee on 30th June 2010

PPC Management: Building Trust on Your Landing Page

When it comes to PPC management, your landing page is a critical (if often neglected) component. The click is just the beginning; the landing page is what determines whether your visitors convert or bounce. Although there are many reasons why visitors bounce, one key issue is trust. If you can’t establish your trustworthiness in under ten seconds, your visitor is going to leave. Ouch.

So, what can you do to make your landing page emanate trustworthiness and honesty (besides, of course, being trustworthy and honest)? Take a look at our list of elements of strong landing pages and see if yours is up to par: Continue Reading

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