Latest Posts

Posted by admin on 21st November 2011

Google’s Keyword Position and 1st Page Estimate

Position based bidding is a common approach used by many search marketers today. While this strategy can provide greater control over ad placement and exposure, targeting a specific position in Google SERP through Google AdWords does not always guarantee the desired result.

In an effort to assist advertisers, Google provides 1st page bid estimates as a guide on where to start bidding in order to maximize an ad’s potential.   According to Google, while the 1st page bid estimate is not a guarantee of ad position, a bid that is lower may result in missed ad opportunities. For example, ads with bids below Google’s 1st page bid estimate may be displayed on the 2nd page of search results or only appear on the 1st page for limited time periods. In reality, since ad position is a function of many factors including Quality Score, bid amount, budget and user and advertiser behavior, bidding lower than the 1st page estimate can still result in a first page ad position and conversely, bidding above the 1st page estimate may not always result in a top ad position.

Continue Reading

Posted by admin on 11th November 2011

Analytics Based Keyword Bidding

The primary goal of ClickSweeper’s Analytics based bidding is to extend visitors’ time on your site while improving conversion performance. This is accomplished by promoting keywords that result in longer site visits and demoting keywords that produce shorter site visits. In order to use Analytics keyword bidding successfully, it is important to know how site visit time and bounce rate are calculated.

How is Site Visit Time calculated?

ClickSweeper’s Analytics based bidding optimizes keyword bids through an analysis of Google Analytics keyword data; site visit time, bounce rate, and Analytics conversion data. When a visitor lands on a site and browses multiple pages, a time-stamp (arrival time) is recorded on each page. Site visit time is calculated by aggregating the durations across pages i.e., calculating the difference between the last and first time-stamp within a visitor session. One thing to note is that the time spent on the last page is not included in the calculation because there is no ‘next’ time-stamp available within the site. For example, if a site visitor viewed only one page and then exited the site, the visit time recorded would be zero regardless of the actual length of time he or she stayed on the page. This characteristic explains why you sometimes see 00:00:00 site visit time in the Analytics data. The same logic applies to bounce rate. A one page website’s bounce rate would theoretically be 100% because a PPC landing page is always an exit page.

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Posted by admin on 1st November 2011

PPC Mobile Campaigns

Google and MSN support mobile marketing through the inclusion of sponsored search advertising viewed on smartphones and tablets.  They also allow web marketers to review the impact of mobile marketing by providing site traffic statistics that identify the source of clicks by device.  From this data, you can see the percentage of traffic coming from mobile devices.

Knowing that mobile users are likely to see your search ads, what can be done to optimize for mobile performance?

Ad copy will display differently based on the size of screen of the viewing device. Think screen size of your desktop vs. your smartphone.  What may display well on a desktop may look too busy on a smartphone screen.  In many cases, smartphone users will use ‘click to call’ without even visiting the site.

Additionally, industry data suggests that people may not mind reading 5 lines of text on their desktop but will see it as a challenge from their smartphone.  Most important, the typical 10 sponsored search ads per SERP (search engine results page) does not carry over to ads per SERP viewed on a smartphone.  In reality, ads with a ranking below 3 have almost no chance of being seen by smartphone users.

Thus, if you are like many advertisers and see mobile traffic becoming a significant percentage of your overall site traffic, you’ll want to customize the campaign based on the type of device it will be viewed on.  This approach will allow you to optimize ad copy, identify a dedicated landing page and assign a different bid price and bidding strategy for each campaign.  If you use PPC management software, you can also assign specific bid management goals for each campaign.

To learn more about optimizing your campaign spending by bidding strategy, visit us at ClickSweeper!

Posted by admin on 7th October 2011

Initial Keyword Bid Range of MSN using Google AdWords

In the world of paid search advertising, Google leads and MSN follows.  As a result, MSN campaign development typically follows Google’s campaign structure.   If an MSN campaign is created by copying and pasting from a Google campaign, the standard copy operation would also copy Google’s keyword maximum CPC to MSN’s keyword maximum CPC.

If you are an experienced SEM consultant, you know this is not an optimal approach. If you are running campaigns in Google and MSN, the following tips should help you set MSN bid prices for optimal performance.

First of all, it is important to understand that there is a difference of minimum bid price between Google and MSN.  Google’s minimum bid is $0.01 while MSN’s minimum bid is $0.05.

Of course, the most important factor in determining bid price is keyword competitiveness of the sponsored search.  Imagine a scenario that is not all that uncommon, in which more than 10 advertisers are competing for the same keyword. This level of keyword competition will result in an escalation of the bid price quickly in only a few days.

Another important factor to consider when setting the MSN bid price is whether the campaign is Business to Business (B2B) or Business to Consumer (B2C). Google search has a lot more advertisers than that of MSN in the B2B market.   MSN has a good search volume and quality audience, as well as Google’s, in the B2C market.  In this case, MSN’s bid price is often as high as and sometimes higher than Google’s.

Considering these differences between Google and MSN, my recommendation is to set the MSN initial bid price range from 100% to 25% of Google’s.  You can determine the optimal percentage by checking on the number of advertisers between search engine pay per click ads.

If you are managing multiple campaigns on both MSN and Google, a PPC management software tool such as ClickSweeper that allows you to copy campaigns from Google to MSN and set MSN bid price as a ratio, may also be helpful.

Posted by admin on 26th September 2011

ClickSweeper 3.0 Release

Santa Clara, California September 1, 2011 – Varazo, Inc., an innovator in pay per click management software, announced the release of ClickSweeper 3.0   enhanced with campaign management features and report generation.

ClickSweeper’s new campaign management features allow users to easily create new campaigns for both Google and MSN simultaneously.  Once a campaign is created, users can edit campaigns directly from the ClickSweeper edit screen.

ClickSweeper 3.0 also provides users the ability to easily copy campaigns within and between accounts, providing significant time savings.  With this feature, advertisers can copy Google campaign to MSN in a few minutes along with bid price adjustment.  Since MSN’s bid price range is lower than that of Google in B2B market, you can copy Google keyword bid price to a ratio of 1:0.75 or 1:0.5 to MSN’s.

Another use of Copy campaign is copying Google campaign to another Google account.  This feature is useful for agencies that manage many accounts in the same market.

If the reason for using the tool is to save time in managing multiple vendors, then this release adds a reason to use ClickSweeper.   We offer a product training and demo for new features.  Call us or email us to sign up for training.

Posted by Chris on 30th August 2011

Tools and Tips for Managing your Google Product Ads

Google has recently rolled out its Product Listing Ads to all US advertisers. This is good news to advertisers as, according to Google, people are twice as likely to click on a Product Listing Ad as a standard text ad in the same location. Product Listing Ads makes it easy to show the most relevant products from your Google Merchant Center account to potential customers searching on Google.com. Below is an example of how Product Listing Ads are displayed.

ad_sample

If you are an e-merchant who utilizes AdWords but don’t yet have Google Merchant Center account, we think it is it is worth serious consideration. A Google Merchant Center account is essentially a shopping comparison site, with the important advantage that it can be a great resource for generating quality traffic for free. You can create a Google Merchant Center account at http://www.google.com/merchants/.

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Posted by Chris on 22nd August 2011

Entrepreneur Magazine highlights the benefits of ClickSweeper pay-per-click (PPC) tool in recent review article.

Deciding if you need a pay-per-click (PPC) management tool and then determining which tool is best for your business can be time consuming and frustrating. Luckily there are groups, experts and organizations to help you through the process. Entrepreneur Magazine is one great source of information for businesses on a wide variety of topics. They recently published an article on the challenge of selecting a pay-per-click (PPC) management tool, including a detailed review of three of the most popular tools; ClickSweeper, WordStream, and Clickable. As is true with most products, no one PPC management tool is right for every business. According to the reviewer, ClickSweeper offers flexibility, affordability and a comprehensive bid management tool. Following are the advantages that Entrepreneur Magazine sees with the ClickSweeper tool.

  • Supports Google, Yahoo and Microsoft
  • Four automated bidding strategies (prioritize keyword bids on cost, ad ranking, number of conversions, or return on investment)
  • Analytics (manage bids, ad copy and create performance alerts)
  • Reporting functionality (easily track keyword performance)

The author closes by saying ClickSweeper is a logical next step if you are outgrowing Google’s Adwords tools.

In addition to what the Entrepreneur Magazine article had to say, the team at ClickSweeper is constantly listening to their market and customers and responding with new features. Their latest release is due out next month and will include advanced campaign management features giving users the ability to easily set-up, manage and monitor multiple campaigns. To find out if ClickSweeper is right for your business, visit ClickSweeper.com

Posted by Chris on 15th June 2011

Google Ad Network Display Ads. When Do I Jump In?

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.

Posted by Chris on 31st May 2011

3 Reasons Why Paid Search is Essential

Performance, performance, performance.

Unless a large rock has been fallen on your router (don’t try that at home), most of you have noticed that there has been an increasing buzz surrounding social media and mobile marketing over that past year or two. Needless to say, we in the PPC world haven’t been deaf to it either. With cool and useful social media dashboards and a wealth of mobile apps, there is definitely reason to wonder devoting budgets or people to these new forms of media. However, when we took a hard look, we found three things PPC has that so far social media and mobile are still playing catch up on.

1. Clear Cost/Lead or Cost/Sale

Although things truly depend on industry and whether or not you have shopping cart of eCRM integration, PPC still has the most accurate cost/lead estimations available against social media and mobile. Why? Because each ad has a cost per click and clear call to action. However, social media and mobile can have multiple layers of goals irrespective of end sale. Additionally, when there is a concise call to action on these platforms, oftentimes manpower cost versus sale is harder to measure.

2. Engagement

Things are changing rapidly, but as of today, search PPC still has the highest rates of engagement (if you can pay the price to get yourself to the first page). The nature of a search engine is for users to find things they are looking for. Therefore, placing yourself in this stream is automatically more useful than streams where users are more likely to be acting in an arbitrary or unfocused manner.

3. Strategy Testing

I know being able to do something a million ways is cool (see eating a Reese’s), but oftentimes with social media and mobile marketing the bridge between creativity and performance can be vague at best. There are a million ways to engage with customers. Do you ask them for sales, peddle coupons, or just put on a good face and talk to them? The questions are endless, and this can lead to missteps and loss of direction. However, paid search is pretty clear when things aren’t going the right way. This makes it easier to fix and easier to save.

That being said, do you want to remove all of your money from social media or mobile marketing? Absolutely not. Online marketing has changed and is constantly changing. However, if you are considering cutting your pay per click budget, reconsider, it may be easier to make money there than anywhere else.

Posted by Chris on 25th May 2011

5 Ways to Guard Against The Keyword Monster

Over the past few days, here at ClickSweeper, the keyword monster has raised its ugly head. What is the keyword monster, you might ask? Well, it is a large group of 0 impression and/or 0 click keywords that sucks the quality score life out of campaigns.

Back in PPC’s infancy, it was popular for managers to store thousands and even millions of keywords in their Google campaigns. Large retailers still continue this process now because of the obscurity of product id numbers and descriptions that have low search volume but also require their attention. However, for the rest of us, the keyword monster can make management painful and quality score dreadful especially if there are 0 click (but lots of impression) keywords making up segments of your campaign.

Therefore, here are 5 ways to guard against this pesky foe:

1. Regularly clean your keywords.

Haven’t seen a click in over 90 days (conservative)? You should start asking questions about these keywords.

2. Structure AdGroups and Campaigns Strictly

Tight AdGroups and campaigns can make assessing keyword deficiencies simple. Furthermore, any type of strange quality score issue that occurs will be localized rather than widespread.

3. Use Smart Keyword Research

Is your vice buying keyword lists? If so, that’s okay. Just make sure to clean it up before you enact it across all of your adgroups.

4. Limit your long tail keywords to 3 Word Length

Pretty intuitive. You don’t need to write 10 words long for a keyword. At that point, not only have you confused yourself, but maybe Google as well.

5. Pace Yourself

Keyword expansion is a hard game to play. So rather than adding thousands in a day, add a few and make sure that they work for you until moving forward.

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SPL supportenabled
Interfaces Countable, OuterIterator, RecursiveIterator, SeekableIterator, SplObserver, SplSubject
Classes AppendIterator, ArrayIterator, ArrayObject, BadFunctionCallException, BadMethodCallException, CachingIterator, DirectoryIterator, DomainException, EmptyIterator, FilterIterator, InfiniteIterator, InvalidArgumentException, IteratorIterator, LengthException, LimitIterator, LogicException, NoRewindIterator, OutOfBoundsException, OutOfRangeException, OverflowException, ParentIterator, RangeException, RecursiveArrayIterator, RecursiveCachingIterator, RecursiveDirectoryIterator, RecursiveFilterIterator, RecursiveIteratorIterator, RecursiveRegexIterator, RegexIterator, RuntimeException, SimpleXMLIterator, SplFileInfo, SplFileObject, SplObjectStorage, SplTempFileObject, UnderflowException, UnexpectedValueException

SQLite

SQLite supportenabled
PECL Module version 2.0-dev $Id: sqlite.c 298697 2010-04-28 12:10:10Z iliaa $
SQLite Library 2.8.17
SQLite Encoding iso8859

DirectiveLocal ValueMaster Value
sqlite.assoc_case00

standard

Regex Library Bundled library enabled
Dynamic Library Support enabled
Path to sendmail /usr/sbin/sendmail -t -i

DirectiveLocal ValueMaster Value
assert.active11
assert.bail00
assert.callbackno valueno value
assert.quiet_eval00
assert.warning11
auto_detect_line_endings00
default_socket_timeout6060
safe_mode_allowed_env_varsPHP_ LANG LANG_PHP_ LANG LANG_
safe_mode_protected_env_varsLD_LIBRARY_PATHLD_LIBRARY_PATH
url_rewriter.tagsa=href,area=href,frame=src,input=src,form=,fieldset=a=href,area=href,frame=src,input=src,form=,fieldset=
user_agentno valueno value

tokenizer

Tokenizer Support enabled

wddx

WDDX Supportenabled
WDDX Session Serializer enabled

xml

XML Support active
XML Namespace Support active
libxml2 Version 2.7.6

xmlreader

XMLReader enabled

xmlwriter

XMLWriter enabled

xsl

XSL enabled
libxslt Version 1.1.26
libxslt compiled against libxml Version 2.7.6
EXSLT enabled
libexslt Version 1.1.26

zip

Zip enabled
Extension Version $Id: php_zip.c 305848 2010-11-30 11:04:06Z pajoye $
Zip version 1.8.11
Libzip version 0.9.0

zlib

ZLib Support enabled
Stream Wrapper support compress.zlib://
Stream Filter support zlib.inflate, zlib.deflate
Compiled Version 1.2.3
Linked Version 1.2.3

DirectiveLocal ValueMaster Value
zlib.output_compressionOffOff
zlib.output_compression_level-1-1
zlib.output_handlerno valueno value

Additional Modules

Module Name

Environment

VariableValue
TMPDIR /home/content/60/5255860/tmp
PHPRC /home/content/60/5255860/html/
TEMP /home/content/60/5255860/tmp
PHP_FCGI_CHILDREN 0
PATH /usr/local/bin:/usr/bin:/bin
PWD /web/cgi-bin
SHLVL 0
SPI TRUE
TMP /home/content/60/5255860/tmp
PHP_FCGI_MAX_REQUESTS 100000

PHP Variables

VariableValue
PHP_SELF /index.php
_REQUEST["paged"]4
_GET["paged"]4
_SERVER["SERVER_SOFTWARE"]Apache
_SERVER["REQUEST_URI"]/?paged=4
_SERVER["TMPDIR"]/home/content/60/5255860/tmp
_SERVER["PHPRC"]/home/content/60/5255860/html/
_SERVER["TEMP"]/home/content/60/5255860/tmp
_SERVER["PHP_FCGI_CHILDREN"]0
_SERVER["PATH"]/sbin:/usr/sbin:/bin:/usr/bin
_SERVER["PWD"]/web/cgi-bin
_SERVER["SHLVL"]0
_SERVER["SPI"]TRUE
_SERVER["TMP"]/home/content/60/5255860/tmp
_SERVER["PHP_FCGI_MAX_REQUESTS"]100000
_SERVER["FCGI_ROLE"]RESPONDER
_SERVER["UNIQUE_ID"]V8URXEin6JoAACx0@s8AAAAl
_SERVER["SCRIPT_URL"]/
_SERVER["SCRIPT_URI"]http://clicksweeperblog.com/
_SERVER["DOMAIN_NAME"]clicksweeperblog.com
_SERVER["REAL_DOCUMENT_ROOT"]/var/chroot/home/content/60/5255860/html
_SERVER["XID"]5255860
_SERVER["REDIRECT302"]no value
_SERVER["GD_ERROR_DOC"].errordocs/missing.html
_SERVER["SUBDOMAIN_DOCUMENT_ROOT"]/var/chroot/home/content/60/5255860/html
_SERVER["REAL_USERNAME"]cliperblog
_SERVER["userlimit_name"]5255860
_SERVER["userlimit_limit"]100
_SERVER["GD_PHP_HANDLER"]x-httpd-php5
_SERVER["PARENT_DOCUMENT_ROOT"]/var/chroot/home/content/60/5255860/html
_SERVER["HTTP_HOST"]clicksweeperblog.com
_SERVER["HTTP_ACCEPT_ENCODING"]x-gzip, gzip, deflate
_SERVER["HTTP_USER_AGENT"]CCBot/2.0 (http://commoncrawl.org/faq/)
_SERVER["HTTP_ACCEPT_LANGUAGE"]en-us,en-gb,en;q=0.7,*;q=0.3
_SERVER["HTTP_ACCEPT"]text/html,application/xhtml+xml,application/xml;q=0.9,*/*;q=0.8
_SERVER["LD_LIBRARY_PATH"]/web/httpd24/lib
_SERVER["SERVER_SIGNATURE"]<address>Apache Server at clicksweeperblog.com Port 80</address>
_SERVER["SERVER_NAME"]clicksweeperblog.com
_SERVER["SERVER_ADDR"]173.201.93.128
_SERVER["SERVER_PORT"]80
_SERVER["REMOTE_ADDR"]54.145.85.22
_SERVER["DOCUMENT_ROOT"]/var/chroot/home/content/60/5255860/html
_SERVER["REQUEST_SCHEME"]http
_SERVER["CONTEXT_DOCUMENT_ROOT"]/var/chroot/home/content/60/5255860/html
_SERVER["SERVER_ADMIN"]support@secureserver.net
_SERVER["SCRIPT_FILENAME"]/var/chroot/home/content/60/5255860/html/index.php
_SERVER["REMOTE_PORT"]58964
_SERVER["GATEWAY_INTERFACE"]CGI/1.1
_SERVER["SERVER_PROTOCOL"]HTTP/1.0
_SERVER["REQUEST_METHOD"]GET
_SERVER["QUERY_STRING"]paged=4
_SERVER["SCRIPT_NAME"]/index.php
_SERVER["HTTP_CONNECTION"]close
_SERVER["PHP_SELF"]/index.php
_SERVER["REQUEST_TIME"]1472532828
_SERVER["argv"]
Array
(
    [0] => paged=4
)
_SERVER["argc"]1

PHP License

This program is free software; you can redistribute it and/or modify it under the terms of the PHP License as published by the PHP Group and included in the distribution in the file: LICENSE

This program is distributed in the hope that it will be useful, but WITHOUT ANY WARRANTY; without even the implied warranty of MERCHANTABILITY or FITNESS FOR A PARTICULAR PURPOSE.

If you did not receive a copy of the PHP license, or have any questions about PHP licensing, please contact license@php.net.