Archives for "keywords"

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 2nd March 2011

PPC Management Tools: Contextual Targeting

Well, Google, we have to give it to you: sometimes you come up with really awesome tools. Our newest favorite is the contextual targeting tool, located under the Reporting and Tools tab. We like it because it provides keyword suggestions that are already grouped together in proto-adgroups. For example, type in ‘composting’ and the tool will come up with possible adgroups and keywords that have to do with composting. Ostensibly the tool is designed for the display network, but there’s no reason why its suggestions couldn’t work equally well for search. Take a look! Continue Reading

Posted by admin on 24th January 2011

Expert PPC Management: Increase Conversions and Safeguard CPA

When it comes to pay per click campaigns (PPC), everyone wants the same thing: increase sales/leads but moderate their cost per acquisition (CPA). There are various strategies out there that attempt to satisfy these criteria. All center around the adage: test adcopy and landing pages to focus your clicks, and expand your keyword list to drive in more possible sales.

However, in the kind of harsh competition that more and more of us find ourselves in, we need a specific plan that always works – as long as we have the time and energy to enact it. Over the past year, more and more entrepreneurial spirits came to us with that simple task: grow conversions, safeguard CPA. Some were big corporations with hundreds of thousands of dollars they had to spare on testing to find the magic mix, but others were people with great ideas that needed PPC to get them off the ground.

Was there common ground between all of the clients we encountered? We were determined that the answer was yes. After a few failures and more than a few attempts playing with our own test campaigns, we discovered our trick to PPC management: segregating keywords into high risk and low risk, and then turning the high risk keywords into higher performing low risk ones. At the end of 2010, we saw our results. Dramatic increases in our clients’ holiday sales (including one dramatic 30% increase over the previous year) and just the kind of CPA that would make our mothers proud.

For an introduction to this method, please check out the attached video. Our very own Chris Moberg describes how it can effectively increase conversions while protecting CPA despite rising competition and consumer intolerance in a brief recorded webinar. Enjoy.

Posted by James Lee on 10th January 2011

New ClickSweeper Feature: Add Negatives Easily

You asked for it, and here it is: a shiny new ClickSweeper feature that will make it a whole lot easier and faster to add negatives, either to a single adgroup or a campaign. You won’t have to copy and paste more than once. Honest.

Here’s a quick screenshot. As usual, we use drop down menus to make it easy to duplicate keyword additions. Start by selecting the search engine and campaign. If you want to add negatives at the campaign level, pull down the adgroups menu to ‘all adgroups.’ Set the match type to negative, enter your keywords, and hit save. You’ll receive a success alert and a short notice in the keyword creation history box. Your keywords will still be in the box so you can change the pulldown menus to other adgroups, search engines, or campaigns without copying and pasting.

negative keyword feature

Couldn’t get much simpler than that. Want to give our award-winning PPC management tools a whirl? Get a free two week trial today, and get your PPC accounts off to a good start in 2011.

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 20th September 2010

Getting Started with PPC: Keyword Research

You wouldn’t embark on a trip to somewhere new without checking on driving routes, weather, hotels, and tourist traps to avoid, right? We’re often surprised by the number of people who jump into a PPC campaign without doing their keyword research first. Sadly, the best PPC management software in the world can’t save a campaign without a solid foundation in good keywords. It’s easy to avoid this trap by just spending the time to do the research.

So, what makes a good keyword? Generally speaking, it’s a keyword that is specific enough to trigger relevant queries, has the search volume to generate clicks and conversions, is not so competitive that you lose your profit margin, and most importantly, converts profitably.  Continue Reading

Posted by James Lee on 16th June 2010

Using PPC for Branding

Earlier this month, we all got a lesson in how not to brand when BP began buying PPC ads for terms related to ‘oil spill.’ As a result, plenty of people who were looking for real news about the oil spill clicked on those ads and were redirected to BP’s official take on the spill. Not exactly objective content there. The consensus in the PPC world is that BP’s money would be better spent cleaning up the gulf, and then cleaning up its reputation. Ahem.

While we don’t suggest using PPC for damage control, we do recommend it as an effective branding tool for businesses. Continue Reading

Posted by James Lee on 11th June 2010

Geo-Targeting & Your PPC Campaigns

GlobeGeo-targeting your PPC campaigns is a great way to screen out unqualified clicks and raise your clickthrough and conversion rates. But like everything, it’s a little more complex than it seems. When you choose to geo-target, you can do it in two ways: choosing specific regions, states, or radii when you set up your campaigns, or putting geo-qualified keywords (i.e. ‘electrician San Francisco’, or ‘movie theater San Jose’) into your campaigns or adgroups.

We here at ClickSweeper have tried both strategies in our PPC management experience, and we have to say that geo-targeted campaigns are considerably faster to set up and easier to maintain.  Take, for example, a hair salon in Santa Cruz that only wants to advertise for local (10 mile radius) traffic with the keywords ‘hair salon’ and ‘hair stylist.’ Continue Reading

Posted by James Lee on 17th May 2010

Organizing Negative Keywords

Good keywords are essential to the success of your PPC campaign, but you may be surprised to hear that negative keywords also play a significant role. We here at ClickSweeper have talked about negative keywords before and how they form a fantastic combination with broad match keywords. Want to capture long tail keywords yet exclude irrelevant queries and clicks? Negative keywords are definitely your friends.

But how do you get the most out of them? Not too surprisingly, like your regular keywords, negatives work best when they are:

  • tightly organized
  • focused
  • well researched

In other words, it’s going to take a little time and work on your part. But it’s worth it to have fewer irrelevant impressions and clicks, higher clickthrough rates, and more conversions. (Keep in mind that although irrelevant impressions may not have an immediate impact on your budget, they can — and do — commit crimes against your quality scores.) Continue Reading

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