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.
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!
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.
Take a closer look at ClickSweeper’s new Search Query Reporting.
ClickSweeper has implemented a new Search Query Report feature. Similar to a Google AdWord’s function the Search Query Report allows users to view a list of search terms related to a selected campaign and/or adgroup. While Google AdWords stops there, ClickSweeper takes it further to simplify the keyword research process.
Both AdWords and ClickSweeper’s Search Query Report display relevant data for individual search terms and/or keywords such as the number of conversions, clicks, and impressions, and the total cost, average cost per click, and cost per conversion. ClickSweeper allows for simplified keyword evaluation and addition to any keywords lists. Using the drop menu our search query feature has the option to view search terms that are not in the selected campaign, and search terms that are not in the selected campaign that have no conversions which could assist in negative keyword research.
The Search Query Report is located under the Search Queries sub-tab, under the Keywords main-tab.
Efficiently evaluate and optimize your keywords lists with ClickSweeper today.
Varazo is a SEM Integration Company that integrates lead quality and our own source tracking system with PPC management to apply lead quality information as conversion score and optimize keyword bidding for campaign optimization. We do this using our two own developed Lead Management & Analytics and PPC Management software; ConversionSweeper and ClickSweeper.
If you are like many PPC managers, you’ve recently seen a spike in the cost of keyword management. The rising costs can be attributed, at least in part, to an increase in the total number of advertisers and their ability to focus efforts on the higher performing keywords. As cost rise, to hold your budget steady, you’ve had to reduce the number of keywords in your campaigns. Now, with fewer keywords in the mix, the value and importance of each one has increased making the optimization of each keyword even more critical to the success of your campaign.
How do you optimize the performance of each keyword? Best practice suggests there are a number of actions you can take that will produce real results when optimizing keyword and campaign performance;
- Manage keyword performance by specific position and maximum bid
- Review your top performing keywords weekly or even daily and monitor keyword trends by click, cost per click, conversion, cost per conversion and ROI
- Enforce rules to determine target ranking based on performance criteria such as click-through-rate, cost per conversion, number of conversions or quality score
- Monitor keyword bid price changes weekly to determine how price changes affect performance
That sounds great, right? But how can you implement all of those actions to optimize keyword performance without blowing your budget?
ClickSweeper is a tool that provides daily keyword performance and keyword bidding based on target position or target cost per conversion at a competitive price.
ClickSweeper has just released an enhancement to its rank based bidding feature. With this latest update, users can now group keywords within a campaign into categories based on their performance. This new rank based bidding feature allows you to create up to 3 keyword performance based categories using criteria you establish. Once the categories are defined users can then assign a separate rank position with a max bid to each category.
Users choose from the following performance criteria based on what is most appropriate for each keyword category;
- conversion count
- cost per conversion
- quality score
- click through rate
A daily review of the rule determines the target rank of the keyword and bid adjustment that achieves the target rank. Additionally, users can set the max bid applicable to each rule, giving greater control over bidding and budgets.
With this latest enhancement for rule based and rank driven bidding, ClickSweeper provides users even greater flexibility and control over their account management.
Google product listing ad proved its effectiveness already ever since it was available free as organic search result in the past. However, since it becomes a paid service, there is a doubt whether it still is a cost effective service over other sponsored Google services. The result is that it still is very cost effective solution and it becomes one of Google’s popular ad channels.
However, since it is paid service, there is no guarantee that this ad gives you a positive return. Thus, SEM manager needs to dig deeper on how to optimize ad performance and if possible, manages bid by cost per conversion or ROI. Because of this goal, more advertisers start tracking ad performance by product level instead of ad summary of all products. Once this ad is managed by product level, advertisers also need to manage bid by product level. Thus, we thought it is a good idea to show advertisers how to turn product ad summary into lines of product based ad and manage product level bidding by pay per click bidding software.
To list your product image on Google.com, you must have a Google Merchant account with a linked Google AdWords account. Here is how to link your AdWords account to your Merchants account.
- Log in Google Merchants account
- From the dashboard screen, click ‘Settings’ link on the left pane.
- Click ‘AdWords’ link and enter your AdWords customer ID.
Once you have your Google Merchant Center and Google AdWords accounts linked to it, follow these steps to create a new campaign (stand-alone) to run your Product Listing Ads and manage bidding by product level.
- Create a ‘Search Network only’ campaign from your AdWords account.
- From campaign setup screen, choose ‘Product listing ads’ for Campaign Type.
- Set ‘Default bid’ and Budget, and click ‘Save and continue’ button to set up AdGroup.
- Set AdGroup name and fill out optional ‘Promotion’ field. From ‘Auto targets’ section, uncheck ‘All products’ option and click ‘Save AdGroup’ button. By default (if ‘All products’ is checked), Google would create an AdGroup targeting ‘All products’ in the feed file with one bid price. That means you do not have any control managing bid prices by product level.
- Your will be automatically led to ‘Auto targets’ page. Click ‘+ Add product target’ button and then you are allowed to add product target.
- Select an attribute and enter the attribute value from Google Merchant Center feed file, and click ‘Validate’ button. Repeat it until you finish adding all your products. Google provides 6 different attributes, and you can choose ‘id’ or ‘adwords labels’ to manage bid by individual product level. If you want to manage bidding by group of products, ‘adwords grouping’ can be a good option. Keep in mind that these values must match the values in your Google Merchant Center feed exactly. To utilize ‘adwords labels’ and ‘adwords grouping’, your product feed file must have optional attribute columns with values.
- Now you can see the list of all products with individual bid fields, and you are ready to manage bidding for Product Listing Ads by product level.
There are a few major PPC management software, but it is not clear how many vendors support product level bidding for Google product ad. One of them is ClickSweeper PPC Management Software, which provide ROI bid management function which updates daily bid by cost per conversion or keyword ROI goal.
Once product ad is available from the screen of bid management software, you need to calculate cost/conversion that can achieve positive return after subtracting all expense where it includes ad spending and product cost. As for ROAS, 100% is equal to ad spending. Thus, adding product cost and target return will target ROAS goal at least 200% or higher.
At ClickSweeper, we continually work to provide features and tools that help clients manage their PPC campaigns. One feature clients find to be superior with ClickSweeper is the ability to manage keyword performance by bidding strategy at the keyword level. For example, clients may set a target rank goal with a specific max bid or set a specific ROI or cost/conversion goal at the keyword level. With ClickSweeper, these clients can then manage their keyword performance by rank, ROI or cost/conversion goal, all at the keyword level. With our latest enhancement, the keyword performance page, users now have the ability to analyze, manage and update keywords all from the same page.
Whether you are managing thousands of keywords with a budget of hundreds of dollars per keyword or, more commonly, managing fewer than 100 keywords with a moderate budget, ClickSweeper’s new keyword management page can help. This page is accessible by clicking the keyword link from the Keywords Tab page. Users who manage their campaign at the keyword level spend most of their time in reviewing keyword performance. For these users, having easy access to weekly and daily keyword performance trends aids in making quick decisions and smart campaign adjustments. These adjustments are likely to include revisions to the current bid price, keyword level max bid or target rank.
To update the current bid of a keyword, simply go to the ‘Fixed bid’ column in the keyword bidding section and enter a new bid price in the box. Remember to save the change before you leave the page. For those who manage keywords with ROI bidding, review keyword performance trends from the keyword performance page and then adjust max cost per conversion, ROAS or keyword level max bid from the same page.