We’ve all been there. You start a search campaign. After a few days of seeing conversions, you get excited, really excited. You start seeing money jumping out of your PPC management software, and your heart rate goes up. In all of this excitement, a question pops into your mind. What about the display pay per click? Can I jump in?
Well, yes and no. Here are some questions to lead you to the right answer:
Is your search cost/conversion where you want it?
Oftentimes, when first starting a campaign, search cost/conversion is not in its target range. That’s okay and in many cases normal. However, believing that the display network is going to bring down the cost/conversion is a common mistake. Although oftentimes having lower CPCs and more clicks, display advertising (yes, even managed display) usually has much lower quality traffic who are not ready to convert. That means higher cost/conversion and sometimes a very fearful shriek from first time PPC managers.
Do you have a defined goal for the display network?
It is okay if you are a first time user trying out PPC bid management, but display is a different creature than search, which means the way you treat the bidding and the management may be somewhat different. Often times the best bet is to allocate a small budget at first to a campaign with automatic placements. See what happens and then react with optimization.
Are your ad copies ready?
Display means that people aren’t searching for you, so be ready to give away more. The perfect way to do that is with smart ad copy management. Whether that is bigger promotions or more intriguing copy, you have to be ready to lasso in the traffic.
Display shouldn’t be scary, but beware of the greed shark. It can bite the best of us. So, hang out in search so you are ready to dive in to display when you do.
Welcome back for this week’s PPC management round-up. We’ve got a good mix of articles for you today, including some in-depth technical ones on using Excel for PPC and lowering CPA, and some more general interest ones on different Google bid strategies, negatives, and more. Read on for the best of this week’s PPC articles!
To start things off, John Lee at Search Engine Watch looks at Google bid strategies (max CPC, enhanced CPC, and conversion optimizer) and how to transition from one to another and why. He walks us through the basics, starting with the default max CPC setting, and shows us what to watch out for when switching to a different strategy.
Next, Chad Summerhill at PPC Summit offers a detailed tutorial on using Excel formulas for PPC. If you haven’t figured out how to turn Google Adwords Editor and Excel into a powerful duo, it’s time to start moving beyond VLOOKUP.
Next, Tom Demers over at Wordstream gives us five ways to lower CPA. No, not your tax person — your cost per action. We love Tom’s straightforward approach and his emphasis on the bottom line, which businesses overlook with surprising frequency.
Do you have a systematic method of adding negative keywords? If not, it’s worth the time to develop one. Geordie Carswell at PPC Blog offers some of his favorite research tools and strategies for adding negatives, along with some basic advice. Negatives are still a great way to improve the quality of your clicks.
Finally, a post about PPC…and bananas. George Michie at Rimm-Kaufman Group offers a great example of how averages lie and why paying more for top positions doesn’t make financial sense. Read up on the details — great charts and clear explanations — on the blog.
And that wraps it up for this week. Check out ClickSweeper PPC management software for an easy, affordable management solution. Sign up for a free trial today!
Welcome to the Earth Day edition of our weekly PPC management roundup! Pay per click isn’t known for being green, but on the plus side, think of all the paper it’s saved in diverting your budget away from traditional advertising. Now get out there and go for a walk…after you’ve updated your PPC campaigns.
Let’s start with Brad Geddes over at Certified Knowledge. With his usual thorough, analytical style, Brad looks at 3 strategies for organizing your keyword match types. You already know that using broad, phrase, and exact match can have different effects on your campaigns, and that using all of them at the same time can be beneficial. But how do you do it? What’s the best way to structure your campaign to max out on these benefits? You’ll have to click to find out.
Next, some news from both Google and Bing. Matt McGee at Search Engine Land reports that Google is now testing instant previews on PPC ads. When a user mouses over your ad, a preview of your landing page will pop up. More reason than ever to make your landing page look attractive and relevant. We’re watching with great interest to see how it affects your CTR. Bing, on the other hand, has some broad match issues that are negatively affecting traffic. Mark Ballard at Rimm-Kaufman looks at how Bing has difficulty determining when a broad match click will be relevant to an advertiser. We all complain that Google’s broad match is often too broad, but Bing’s strictness in adhering to your broad match terms also negatively affects your traffic — and bottom line.
Want to fight back with more comprehensive keyword lists? This week, Wordstream announced its new keyword research suite with what they claim is the biggest keyword research database on the planet. Test drive it for free. We’d love to know what you think.
Finally, Dan Brandao offers a savvy Facebook PPC strategy to try, warning that “playing by the old rules will see your advertising efforts fall flat.” We agree. Take a look at Dan’s three step process that funnels prospects into increasingly targeted actions.
That’s wraps it up for this week. We hope you found these articles useful in tuning up your campaigns. To get your hands on a smart, affordable PPC management software tool, don’t forget to sign up for your free trial of ClickSweeper!
Welcome to this week’s cream-of-the-crop PPC management articles. Is it us, or does it get harder to narrow them down every week? We have some great articles lined up for you on product listing ads (a.k.a. PLAs), AdCenter’s new quality score-type-thing, how to ramp down (or up) spend, and more. Read on!
Shawn Livengood over at PPC Without Pity starts things off with an article on how to succeed at in-house PPC. If you’ve only managed multiple accounts PPC at an agency before, in-house PPC is a whole new creature — sometimes in very good ways. Shawn takes us through the major differences, offers great pointers, and leaves us with the always valuable advice: don’t get complacent.
Next, George Michie, Matthew Mierzejewski, and Mia Brennan take a long, hard look at managing PLAs. You know, the shiny picture ads above the PPC text ads in the right column. If you didn’t jump on this opportunity when it first became available to advertisers, you might want to think about it soon. Competition’s already heated up. Here are some tips for setting up, running, and monitoring PLAs.
Wondering how Google Instant has affected PPC results? Find out now on the ever helpful PPC Hero.
As MSN AdCenter develops, it heads off into innovative new direction…well, OK. Not really. Joseph Kerschbaum over at Search Engine Watch probes the new MSN quality score, which looks so much like the Google quality score we know and love. (Or hate.) The major difference is that MSN claims that your quality score will not affect your ad rank or CPC. We’ll see…
And finally, a tidy little primer from Melissa Mackey at Searching Beyond the Paid on how to ramp up — or down — your PPC spend. Melissa offers some tried-and-true tactics for each, going far beyond simply changing your daily budget. Thanks, Melissa!
That’s it for this week, but we’ll be back next week with the most useful and interesting of PPC news around the web. (If you’re done reading and want to get managing, may we recommend a free trial of ClickSweeper PPC management software?) And if you’ve written a terrific PPC management article, send it our way by leaving a comment!
April’s off to an interesting start for the PPC world. This week we have news — again — from Google on changes to Adwords, a humorous take on beating your competitors, and some good old strategizing to help you manage your PPC accounts. Have at it!
Matt Van Wagner over at Search Engine Land starts us off with a thoughtful and funny look at how to stay ahead of your hungriest PPC competitors. He gives us the low down on short term advantages (don’t count on them to last), the difference between tactical changes (that is, day to day fiddling) and strategic improvements, and why having a better process is truly crucial to beating the competition.
Next, PPC Hero reports on some official Google news: the position preference feature is getting axed early next month, which should be enough time for you to switch to a different feature. (Or you could try ClickSweeper’s rank based bidding, which doesn’t have the weird disappearing ads thing that you might have seen with position preference.)
Our friend and PPC champion Tom Demers has a new article out at the Wordstream blog on changes to Google’s campaign experiments, how they make it easier to run tests, and the one thing to watch out for (thoughtfully highlighted in bold). Wise words of caution, Tom.
And finally, from The PPC Blog, a thoughtful overview of the concepts that underpin PPC strategy. Peter D. hones in on what state of mind your visitor is coming from, and how you can accommodate that state to make a sale. Much of it will be familiar if you’ve been doing PPC, but it might just offer the reminders you need to spring clean your campaigns.
That’s it for this week! We’ll be back next week with more of the best new PPC articles we’ve spotted. Until then, you can find us on Twitter, Facebook, or get a free trial of our award winning PPC management software.