Archives for "90 Day Data View"
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.
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.
Up to now, our conversion based bidding has been targeted towards campaigns that get a certain number of conversions each week. If you haven’t been eligible for conversion based bidding, the new 90 day data view may open new doors for you. Previously, ClickSweeper used 30 day data to calculate and optimize cost per conversion or ROI, but many campaigns didn’t record enough conversions for the strategy to work. Now ClickSweeper can use up to 90 days of data on your keywords to calculate and optimize conversion performance, enabling smaller campaigns to take advantage of conversion based bidding.
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