Getting the Most From Google Adwords

Google Adwords can be a really effective way of bringing in traffic to any site, but it does not always work as well as you might like?

Adwords_ePIoZS
Public Domain from pixabay

Of course the main thing you have to do is to carefully monitor your Adwords account, making sure that you are actually bidding on the right terms (the ones that convert and don’t have a high bounce rate) and are using the right matching system and the right negative keywords.

The part about choosing the right keywords is obvious, but there is a lot more to it than that (which the article covers in depth).

It should always be born in mind that you can end up spending too much on Adwords if you are not careful, so if you feel out of your depth here, do seek advice. 

Google are helpful themselves of course, but as they have a vested interest I’d suggest that you contact an Adwords Expert for help.

You know that a certain keyword is performing really well for you, but you’re only getting so much traffic. Columnist Tom Demers shares tips for wringing more visitors out of a profitable keyword. The post Paid & Organic Approaches To Dig Deeper With An SEO Keyword That’s Working…

For some lucky businesses, there are a wide variety of great, relevant, frequently-searched-for terms that they can easily marry to engaging content assets and drive lots of great traffic. If a business is fortunate, there are more great ideas for profitable terms than there are resources to create related content.

That may not be the case for your business, though. Some businesses have a relatively limited universe of keywords they can target through organic and paid search, and when they finally find a great term that drives significant traffic and actual leads and sales, they want to expend whatever resources they can on getting more of that traffic.

But what if you’re already ranking number one? Or what if a term that you know works very well in your AdWords account just isn’t something you can seem to squeeze any traffic out of in organic search listings? What if a few super authoritative sites (maybe even Google itself) are outranking you and the SERP is shrinking, for instance?

My company does a lot of work with B2B SaaS companies, and we’ve found that enterprise-oriented solutions frequently have this challenge, as only a finite number of folks are actual prospects (and so a fairly limited set of terms can actually drive qualified leads).

In this post, I’ll walk through several ways that you can leverage your knowledge about a specific profitable traffic-driving keyword to generate more of the same kind of traffic.

This will allow you to capture more leads and sales without simply bidding more for your target term or banging your head up against the wall trying to rank better for a search term even though you’re actually “dead on arrival” to the SERP in the first place.

Five Ways To Use Pay-Per Click To Squeeze More Value Out Of Your Target Term

There are a variety of ways you can use pay-per-click to capture more of the good traffic you’re getting from a specific term.

To help demonstrate each of the different options for digging deeper on a profitable keyword in this post, let’s imagine we sell very expensive, complex point of sale systems specifically to food services companies.

Because our systems are specifically designed for these folks, a lot of different terms we’ve tried have driven irrelevant leads, but the term “food service point of sale systems” drives lots of traffic for us, converts well, and drives lots of profitable leads.

Let’s go and get more of that traffic.

1. Test Your Ad Copy & Landing Pages

Assuming we’re already bidding on this term in our AdWords account, two important levers we want to pull are:

  • Ad Copy Testing — This is a pretty simple concept, but one many advertisers seem to overlook: If we get more clicks on our ad, we’ll get more of this traffic. An important bonus here is that an increased click-through rate will help us to improve our quality score, which in turn will make the cost of each of these clicks cheaper. That might mean we can bid even more aggressively and get even more of this traffic.
  • Landing Page Optimization — Similarly, if we can get more of the people who are coming to our site to actually convert, we get more of these searchers to turn into leads. This would mean we could bid more aggressively for our keyword without blowing out the cost-efficient cost per acquisition that we’re enjoying.

These may seem like fairly obvious options out of the gate, but when was the last time you created a new ad copy test or landing page variation for your core keyword?

Do you have a system in place for cycling through new variations that may generate more clicks and higher conversions? If not, it’s something worth adding to your list.

Additional Ad Testing & Landing Page Optimization Resources:

If you’re not sure of what or how to test these elements, there are a number of great resources that can help:

  • WordStream’s Guide to Ad Text and its big list of A/B testing resources
  • PPC Hero’s 20 ad copy tests for improved PPC performance
  • Boost Media’s Ad Text Tips category, where it features a number of actual ad copy split tests and analyzes who won (and why)
  • QuickSprout’s guide to landing page optimization
  • Unbounce’s guide on the same topic
  • And Conversion XL’s guide on landing pages

2. Turn Searchers into Display Targets with Display Select Keywords

The second tip for getting more out of a keyword that’s driving profitable traffic is a simple AdWords setting that I find not many people are aware of: It’s called display select keywords.

Basically, with display select keywords, you can create a display audience in much the same way you would with remarketing. But, rather than targeting an ad specifically to people who have come to your site, you can target your ad specifically to folks who have searched for a certain keyword on Google, even if they’ve never interacted with your site.

And then looking at the display results (which will be solely from display select traffic if you’ve set up the initial campaign properly) to be sure that traffic is converting the way you want it to:

Unfortunately the options to split this traffic out within AdWords aren’t great yet (it may eventually be updated), so you want to be sure that your standard ad copy works, and, if you incorporate image ads into the campaign, you want to make sure those work as well.

3. Bid More Aggressively on Return Visitors with RSLA Campaigns

I think of RLSA or “remarketing lists for search ads” as the inverse of display select keywords (and like display select keywords, it’s a feature I find not many people know about).

What it allows you to do is set a unique bid for the folks who have visited your site previously when your ad shows for a specific term.

You can create a new, mirror campaign and ad group targeting just the folks who have visited your site and are searching for your target term.

4. Use Similar Audiences & Remarketing for the Landing Pages Driving Traffic for Your Keyword

One of the most successful marketing strategies that helped my former employer WordStream drive leads and sales was to pair content creation with remarketing campaigns. My old boss outlined how the company did it, step-by-step, in this detailed blog post.

You can use remarketing as a holistic marketing strategy, but you can also use it to simply make the targeted keyword traffic you’re driving from profitable terms work harder for you.

I can create a custom remarketing list just for traffic to those pages that hasn’t converted (by including people who visited those pages, and excluding people who viewed my thank you page).

Then I can show those folks very specific ads for very specific offers (e.g., a “How to Evaluate Food Service Point of Sale Systems” download or “X Mistakes Companies Make Evaluating Food Service POS Systems & How to Avoid Them,” or just the offer that I already know is converting).

Beyond that, I can also target similar audiences with a specific offer, and see if Google can do a good job of helping me find more people like those qualified folks who are searching for “food service POS system.”

5. Use Bing Ads to Get Incremental Traffic for Your Keywords

Don’t forget about Bing! While the search traffic here won’t be as dramatic as what you’ll drive through AdWords, you might be able to capture incremental traffic at a significantly reduced cost-per-click and cost-per-conversion.

 

Please visit Search Engine Land for the full article.

via Paid & Organic Approaches To Dig Deeper With An SEO Keyword That’s Working

 

PPC can really boost traffic to your site

All businesses need to attract new customers and most will these days, have a website to promote themselves. Virtually all websites will use SEO to get listed on the search engines but it takes time, effort and patience to get there. Pay per click or PPC, is a form of advertising that when used carefully can bring in a lot of new business. It can be measured so that you can see what is working, what is not and what your return on investment is. So, what is PPC and how does it work?

PPC is a form of online advertising that is used specifically to drive traffic to a website. Adverts are created which contain relevant keywords or key phrases pertaining to what the business is offering. These adverts are then loaded onto the search engine along with a bid or maximum price the business owner is prepared to pay for each click. For some niches this can be hideously expensive however, if you have completed a thorough keyword research project, you will have many options open to you and you may be able to choose searched for keywords that are not so expensive. You only pay when your advert is clicked and you can set a daily budget so that you don’t end up with a huge bill.

The adverts have a title, heading, description and web address. Once the advert has been written and you are happy with it, you need to set the bid price. You will be bidding for the keyword and as I’ve already said, some niches are very competitive. The more competitive the niche, the higher the costs however, this should not put you off using PPC completely. When your ad has been approved by the search engine, it will run in accordance with how you have set it up. This will include things like the frequency, bids and budget.

PPC has been used very successfully to kick off an SEO campaign and get a website noticed. It might take around 6 months for a site to rank on the search engines however, using PPC, your site can be generating traffic within one day. The thing is, although pay per click is fast, you can easily get carried away and spend rather a lot of money before you even realise it, so be aware of what you are spending and set sensible budgets that you can afford. It is also important to review your PPC from time to time so that you keep everything current and that your campaign is still offering good value for money.

 

 

A lot of money could potentially be wasted if a PPC campaign is not set up and managed correctly, but when done right they can be extremely lucrative.

Here are 9 ways to work out whether or not PPC is working for your business:

1. Impressions and clicks

Firstly one way to see if your campaigns are working at all is to see if they are getting impressions and clicks, and a good level of impressions and clicks.

Obviously budget is going to have some bearing on the amount of clicks and impressions your ads can receive but if you are not seeing the levels that you would want for your chosen budget, ie. you are spending a lot less than you wanted to, then there could be scope to add additional keywords and increase traffic levels and customers to your site.

2. CTR

It is also important to have a good ratio of clicks to impressions, or click through rate (CTR). This is something Google looks at to determine the quality score of your keywords so it’s important to get this as high as possible.

Depending on the type of campaign, display or search, a ‘good’ CTR will vary, but anything over 0.5% for a display campaign and around 3-5% for a search campaign is something to aim for.

3. Average position

To get your ads noticed in the search results they really need to be appearing in the top 3 positions on the page, otherwise they are at risk of getting lost within the noise of the rest of the page.

If your ads have a low CTR then it may be due to the average position so consider increasing bids where appropriate to achieve those top of page slots and you should hopefully see your CTR improve.

4. Conversion rate

The main reason most businesses use Google AdWords is to get more customers, so achieving a high conversion rate is important.

You can use Google’s conversion code to track things like sales or completions of an on-site enquiry form to relate those conversions back to keywords and ads to see which ones are working and which ones are not. You should be aiming for as high a conversion rate as possible, because that means that a high proportion of people coming to your site are carrying out your desired action whilst they’re there.

Conversions can be softer than actual s

5. Sales / leads

It should all boil down to getting more sales and leads! If you own an ecommerce website and your ads are not generating sales then there’s something wrong with your campaigns and/or site.

You also need to factor in ROI. If sales are coming in, are enough coming through to ensure you are seeing a return on your investment?

6. Bounce rate

Another softer metric you can look at to try and establish the quality of traffic coming from PPC ads is bounce rate. This can be done in AdWords itself or within Google Analytics.

ales or leads. You could set up a conversion for an email sign up or pull in engagement goals from Analytics to gauge the quality of the traffic coming via PPC.

Read more http://www.browsermedia.co.uk/2015/01/19/9-ways-determine-whether-not-ppc-campaigns-working/

Further reading

Site speed & PPC performance

Have you considered running PPC and SEO together?

Consider SEO and you probably think about organic search strategies and/or methods of increasing your visibility in the SERPs. On the other hand, PPC is paying for high visibility. Looking at both of these strategies, you might be looking at them as 2 separate entities however, they can be successfully used in tandem. By doing this you can actually enhance your online marketing campaign and increase your results.

Search engine marketing is a term that has many facets however, it does include both SEO and PPC that can be used to improve your online profile. It is important to balance the 2 so that both your long term and short term goals are achieved. Both can be used successfully to convert visitors and that is what it is all about.

Running a PPC campaign without supporting it with SEO will not be very successful because your landing pages won’t be as relevant to your adverts and visitors will not hang about. The one aspect that both SEO and PPC share is the need to conduct a comprehensive keyword research project. It is those keywords that will lead visitors to your site by either clicking on your ads or finding you via the organic search results. These keywords will also be used in the content that appears on your site.

The ideal PPC keywords offer high search volume but are low in competition but of course this is not always easy to do. It all depends on your niche, competition can be fierce and this is why keyword research is so important.

The thing about SEO is that it is a long term strategy so requires planning for the long haul. Using PPC as a short term strategy in order to obtain front page visibility can give you a leg up while you are setting up your SEO campaign.

You should remember that PPC is not only beneficial in the short term, there are many businesses who continue to use it year on year as it offers a good return on investment. If you can find the magic key where your investment gives you a good ROI, it really does make sense to use it.

Looking at the similarities in approach and how the 2 strategies complement each other for both long and short term campaigns. Instead of using a scatter gun approach to online marketing strategies where you try to run lots of different things at once, concentrate on PPC and SEO to run in tangent and you could find your site rising up the rankings.

 

As 2015 kicks off, it is important to take stock of the bounty available to online marketers. Every year brings more tools to engage prospects, data to inform best practices, and hacks to improve ROI.

Unless, of course, that insidiously negative and cold-hearted Oscar the Tool Trashing Grouch darkens your door-step. For those of us following trends in online marketing and product innovation, one can’t help but notice PPC has been celebrating surplus harvest for the past few months, while SEO can’t seem to shake the Grouch of algorithm fluctuations.

It is important to point out this bounty/trashy trend only pertains to transactional SERPs and commercial keywords (informational searches still represent a strong use-case for focusing on SEO), and I thought nothing would kick-off the new year better than a review of the presents we in PPC have received, while SEO enviously looks on.

Focus on Remarketing

While remarketing isn’t “new,” the tools available for marketers have become substantially more robust and easy to implement. The GDN (Google Display Network) traditionally has lower conversion rates, but at the same time allows advertisers to entertain and convey brand-centric messaging that can be hard to achieve in text ads.

Remarketing bridges the conversion-centric text ad with the brand-happy GDN by allowing text ads to find users who have already shown interest in the brand/product because of a click on a display ad or visit to a brand’s domain. The best part about remarketing is you can target IP’s in the campaign at proven points when conversion is most likely to happen. While there is still lots of uncharted territory in the remarketing space, a major victory for marketers comes in being able to craft campaigns that can retain users after they’ve become customers. By editing the product offering, discount, or even creating a lull in how often a user is exposed to a brand, marketers are able to create dynamic engagement with tangible data to support performance

Both Bing and Google offer meaningful remarketing solutions, but there’s no question Google has more historical data to help make informed decisions on how to structure campaigns. Additionally, Google now allows text ads to be part of a remarketing campaign, while Bing’s remarketing is strictly on its display network.

Actionable take away: Don’t take no for an answer in online marketing, especially since ad networks offer polite and brand-relevant ways to engage users through remarketing.

Google Shopping

E-commerce marketers, rejoice! Google Shopping is an improved version of PLA’s (product listing ads) and offers advertisers the chance to engage users with images as well as promotions. One of the big benefits of Google shopping is Google loves sharing promotions since they’ve been proven to have a higher CTR. Any product offering at least 15% off it’s normal listing price will rank higher in the SERP, as well as have a bold call-out of the promotion. This also applies to site-wide promotions.

 

– See more at: http://www.wordstream.com/blog/ws/2015/01/08/#sthash.E3VlBW4Q.dpuf

How to build the perfect landing pages for SEO or PPC

 

Audit Your PPC Campaign For Maximum Effect

Pay per click can be a very useful tool in your online marketing armoury and there are many ways to make use of it. It can be used particularly well when targeting local markets and also for launching new lines. Selecting the keywords is one of the most important aspects when planning a PPC campaign. Choosing the right keywords will mean the difference between success and failure so doing enough research to give you a good spread is vital. Once you have your keywords, writing an eye catching advert is next on the list. As with any advertising, make sure that your advert sounds inviting and that it is relevant to the products or services you are selling. Having a PPC campaign is all well and good, however, it is quite important to look at how it is doing and to analyse data and results so that you can see what is working and what is not. This will allow you to change things that are not working and streamline your campaign. It can be a very economical method of marketing when done well, so read on to find out how to audit your pay per click campaign.

Whether you’re building your own PPC campaigns or working with a PPC vendor or agency, it’s important for business owners to understand how to evaluate their AdWords campaigns. To help you ensure you’re getting the most out of your campaign, and provide some guidelines to assess your efforts, here are the six most important steps of conducting a PPC audit:

Campaign Structure

A well-structured campaign enables you customize ad copy, landing pages, keywords and bid strategy to effectively reach each segment of your target demographic. Campaigns should be differentiated based on service lines, products or current promotional activity. Utilize ad groups to further narrow down groupings within those segments. Separate out an ad group for “blue shoes” so that you know you won’t be targeting people searching for “red shoes”.

Keywords and Negative Keywords

Use your search details report to discover expansion opportunities or cut words that are not converting as well you’d like. Create new ad groups and expand your account or build your negative keywords list to ensure that your ads don’t show for irrelevant searches. Are there some keywords that perform much better than others? Make bid adjustments to increase your chances of appearing on the first page for these words more frequently.

Examine Ad Copy

In Google, you can use the Ad Preview Tool to see if your ads are showing up for the keywords you are bidding on, in your targeted locations. If you are happy with the position of your ads, take a look at your ad copy and see which versions of your ads get the most clicks and conversions. Swap out ad copy that isn’t as enticing or contains outdated promotional text for newer versions.

Location targeting settings

Pull a geographic report to determine if there are new areas to expand into and where you should limit spend. If you’re spending a lot of money in areas where there are no conversions, it might be time to pull out of that location and reallocate your budget to an area with higher conversion rates.
Read more at http://www.business2community.com/online-marketing/6-tips-auditing-businesss-ppc-campaigns-0939073#t5IeddhPYrTIfhEv.99

Further information

10 ways to get the most out from ppc

Mobile ppc tips and tricks

Don’t dismiss PPC as part of your strategy

You might think that there is no place for pay per click or PPC in your online marketing strategy and this may well be true. However, do not discount it as means to rapidly increase valuable traffic to your site. It is important to identify and understand your audience before you begin so that you are targeting the right people from the start. There are now many channels you can make use of, from the traditional search engine PPC to social media and this is why it is important to understand who you are aiming your campaign at. There is no point in setting up a campaign on a channel where your target audience is not likely to subscribe to, this will be a complete waste of time and effort. When you have chosen your channels, make sure you measure everything as this information will tell you where you can make adjustments to improve return on investment. Here is some useful information to help you set up a winning PPC campaign.

Creating and managing a pay per click advertising strategy for your business can be a truly daunting task.  While pay per click advertising, or PPC, is one of the best ways to increase traffic to your website, it can also be risky. Without a properly managed strategy, you can end up paying more than your potential return. Fortunately, there are methods proven to optimize your PPC strategy. Here is a brief pay per click definition, along with the five basic principles of any PPC strategy.

What is Pay Per Click Advertising?

Pay per click advertising is a type of online advertising where the advertiser only pays when a web user clicks on an ad. In search engines, PPC ads can be differentiated from regular search results by their prominent placement, which is typically above or to the right of the search results. Often PPC ads will also be marked as “Sponsored Ads” or “Sponsored Links.”  Advertisers place bids on keywords or phrases designed to match search queries of your target audience. The rates charged for a PPC ad vary depending on the popularity of the keyword or phrase.

Track Measurable Conversions

Unlike other forms of advertising, PPC does not scale. As you get more traffic, you will continue to pay more money because your cost per click will stay constant. The best way to avoid losing money is to track conversions. A conversion can be defined as any useful action a visitor to your website takes. While it doesn’t have to be a sale, it needs to be measurable and valuable to you in some way.

Crunch the Numbers

While PPC can be pricey, it is worth it if you are profiting from all those clicks. Generally, the amount you spend per click needs to be less than the total profit earned per click. While your initial direct profit from your PPC campaign may not meet this guideline, it is important to consistently crunch the numbers in order to know if your PPC campaign is a success.

Read more at http://www.business2community.com/online-marketing/5-basics-ppc-strategy-0777682#r50RYKoIYPbwo60M.99

Further information

Getting creative with PPC campaigns

3 important considerations for mobile PPC

How to generate awareness with PPC

Google PPC – The Different Bidding Strategies

Came across this blog after getting an email, and while not being that new, it does cover the ground here very nicely and is well worth a read.

It may also be of more interest to businesses these days as using Adwords is the only way of getting true keyword info back now on Analytics, and for some businesses, because of Hummingbird and Penguin 2.1 may also be the only way of getting back their lost page 1 rankings…

For our part at SOM, I must admit that we are not overally keen on PPC in the first place, it often not being cost effective. However, for some it the right (or maybe the only) option. Anyway, this blog is worth checking out.

While bidding strategies have evolved over time, there are several core bidding types available in Google AdWords. Now with Flexible Bidding Strategies it may be a bit confusing as to what type of bidding is available and how it works. Cost-per-click (CPC) bidding has never been so advanced – and so complicated.
Manual CPC

This is the classic setting for having total control over bids with a focus on driving click traffic. AdWords will take the ad group default bid first, unless a different bid is manually specified at the keyword level.

Select “I’ll manually set my bids for clicks”.

Manual CPC
Automatic CPC

In this setting, advertisers focus on driving click traffic but give AdWords control over individual CPC bids. Set a daily budget and AdWords automatically adjusts your bids with the goal of getting the most clicks for the budget. With automatic bidding, AdWords does all the work to get the most clicks.

There is also the option to set a CPC bid limit. Setting a limit can help control costs, but might also potentially limit clicks.

Select “AdWords will set my bids to help maximize clicks within my target budget”.

Auto CPC
Enhanced CPC

This bidding option is for the conversion-focused advertiser. Conversion tracking must be enabled, so that based on conversion tracking data, AdWords will automatically increase or decrease CPC bids to drive most conversions.

Bids can be raised up to 30 percent for clicks that are more likely to lead to conversions. Bids are lowered for clicks less likely to convert.

Enhanced CPC
CPA Bidding

With a focus on conversions at a specific cost-per-acquisition, use CPA bidding. This is also known as Conversion Optimizer.

Advertisers who want to target a specific cost per acquisition/conversion must have at least 15 conversions in 30 days to use this. The conversions history allows AdWords to predict future conversions.

Because Conversion Optimizer automatically applies its own bid adjustments, it isn’t compatible with the new enhanced campaigns bid adjustments across days, times, locations, and devices (except for mobile opt-out at -100 percent.). Display bids also don’t work. If you turn on Conversion Optimizer with existing bid adjustments, they will simply be ignored.

There are two advanced options for this bid type: Max CPA and Target CPA. The Target CPA is the average CPA you are willing to pay, and Max is the maximum per conversion. The Maximum CPA is scheduled to be discontinued in 2014.

Google recommends a CPA, based on history, which can be used or advertisers can set their own.

CPA Bidding
Flexible Bid Strategies

Allows automated bidding strategies to be more customized and flexible. Automated bid optimizations can be applied to campaigns, ad groups, and keywords.

More options compared to enhanced CPC and Conversion Optimizer options that were previously available and also allow you to mix and match bid rules across campaign and ad groups.

There are five types of flexible bid strategies:

Maximize clicks: This is a flexible version of the Automatic CPC bidding strategy.
CPA bidding: This is a flexible version of Conversion Optimizer used in the target CPA (average CPA) capacity.
Enhanced CPC: Flexible version of the existing enhanced CPC capability.
Search page location: AdWords will increase or decrease bids to target a top-of-page or first page position with ads. This bid strategy works with keywords, ad groups, and campaigns targeting the Search Network only. This doesn’t specify a position on the page (e.g., an advertiser can’t choose to be in third position on the page).
Return on ad spend (ROAS): AdWords predicts future conversions and values based on conversion values advertisers set up. To target ROAS 30 conversions in 30 days is required. Used for Search Network only or the Search and Display Networks. AdWords will try to reach the ROAS targets across all keywords, ad groups, and campaigns.

AdWords’ shared library houses and provides reporting for each strategy in detail.

How have you been navigating through bidding strategies? Have you found a strategy that has proven itself to your business?

Original is at searchenginewatch.com/article/2303776/Google-AdWords-Bidding-Strategies-The-Complete-Guide

For more information like this, please also see http://searchenginewatch.com

Running a successful PPC campaign

Pay per click or PPC is a useful tool to have in your online marketing arsenal. It can be used as and when you want it and for whatever you want to use it for. Setting up a successful PPC campaign begins with selecting good keywords. Doing a thorough keyword research will pay dividends and will give you a good perspective on what is being searched for in your sector. This information gives you choices for the wording in your ads so that you can cover whatever  bases you want. Another benefit of PPC, is that you can see what is working and what is not very quickly so you can make changes as and when you need to or want to. If one thing is not working, you can change it very easily and this gives you the chance to find something that does work.

Pay Per Click (PPC) such as AdWords and Facebook are one of the many ways of promoting your website online to drive traffic to your site. At the end of the day it will result in making more profits due to promoting your business online.

One of the main advantages of PPC campaigns is that you can rank in search results more or less instantly without any problems and you only have to pay for what you use – its like pay as you go service. If no one clicks on your ad you don’t get charged, but I’m sure that will defeat its purpose. Now by setting up an ad and getting it up to the top results doesn’t necessary mean that its going to be a successful ad and you’re going to get loads of people clicking on it – sorry to sound harsh, But its the reality, just like any other ad offline such as a newspaper or magazine ad, you don’t get instant results and the cause of this is normally because your advert is not good enough, or its not in front of the right person at the right time.

The same applies to the online world, if your ad is not attractive don’t expect your ad to be a big hit and do wonders for your website. But lets not lose hope, I’m going to outline below how you can create a killer PPC ad, and what factors to consider in setting up successful ad.

Let’s start with the basics

The first thing one needs to understand is how exactly PPC works, especially if you’re new to the online world (welcome to Cyber World!). So PPC is a campaign where you create an advert that gets displayed in the sponsored sections of search results (normally on the right hand side of Google and across the top) and also it gets displayed on users running Google AdSense programs on their sites. You only get charged for your advert when someone clicks on it.

Below you can see the areas on Google’s Search Results page where the sponsored adverts are displayed.

Why choose PPC over other marketing

There are many reasons why you would choose PPC to promote your website online. One of the main reasons is that your site becomes visible to searchers more or less instantly after you’ve created your advert, there’s no waiting around for your site pages to be indexed. This works very well if you’re new online and just launched your website and your waiting for your site to be fully indexed and reap the full rewards of SEO. As SEO takes slightly longer then creating an advert, PPC is a perfect way to put your site up there in front of others in less time.

As your site starts to rank well you can start to reduce the amount you’re spending on your PPC campaign and invest that in other marketing methods online and offline. Click here to continue reading

Further information

How to create PPC ad campaigns for local business

3 big PPC mistakes and how to avoid them

Setting the bids for your PPC ads

Pay per click or PPC can be used very effectively to kick off a new online marketing campaign or to target an existing one. It takes a little time to decide upon suitable keywords and then to construct the adverts and set the bids. Each stage needs careful consideration so that you will get the best possible value for money and that each click has the potential to become a sale. Knowing your target audience is also a crucial factor because if you can understand this, you will be well on your way to success. So, how do you work out how to set the bids? Take a look at this

“Customer Lifetime Value” is a critical metric that enables you to optimize the long-term profitability of your pay-per-click advertising. CLV answers the simple yet powerful question, “How much is a new customer worth over the long-term?”

It’s an important concept that almost every large retailer uses. Smaller retailers should use it too. It enables you to calculate your maximum PPC bids analytically, rather than arbitrarily. That alone gives you a big advantage over competitors who don’t make similar calculations.

Take Wag.com for example, a subsidiary of Amazon. It sells pet food and related products, which consumers tend buy repeatedly throughout the year.

Wag.com invests time in understanding the lifetime and long-term value of its customers, which enables it to know exactly how much revenue and profit to expect from each customer, on average.

Wag.com knows the lifetime value of a customer.

Wag.com knows the lifetime value of a customer.

 

It can also differentiate between the value of customers based on what they buy, which helps Wag.com determine optimal PPC bids. Dog food buyers may be worth more than cat food buyers, for example, and would thus justify higher bids.

Armed with this CLV data, Wag.com can approach its PPC bidding strategies much more strategically than other retailers. It knows the precise value over the long-term of the customers it acquires through PPC, which allows it to calculate exactly how much to bid to maximize PPC profits over the long-term, not just the short-term.

Here is a three-step approach that shows how Wag.com, or any other company, can calculate CLV and maximum bid per click by product category.

Step 1: Calculate Average Revenue per Customer for a Product Category

For instance, imagine Wag.com knows that of 200 new customers acquired through PPC who first purchased dog food, it subsequently received 800 orders over 12 months, generating revenue of $48,000. It can calculate $240 — $48,000 divided by 200 — in revenue from each new dog food customer over the course of a year, on average.  Click here to continue

Further information

PPC: FAQ

Best practices for Google enhanced PPC campaigns

How to produce more effective content marketing with the help of PPC

The Ultimate Guide to Google AdWords Keyword Match Types?

As anyone who uses Adwords (also known as ‘Pay Per Click advertising, cause that is what you do) knows that getting it right can be difficult and that getting it wrong can end up with you giving Mr Google a lot of money…

With this in mind, when I find some really useful information on the web about how to ensure you get it right (or at least as right as you can) I am really pleased. So, when I came across this article I just had to share it with you.

I really hope it is useful, but if you feel you still need some help, just remember, we are here to help…

On search engines, it’s all about the keyword. What’s in a keyword?

Keywords connect a searcher’s search terms to relevant ads created in AdWords. We want to make our ads as relevant to the searcher as possible, so this involves understanding not only the keyword itself, but also the intention behind the keyword.

For example, if someone is searching for “blueberry muffins” we have to be prepared to understand if they are looking for a recipe or a local bakery that sells blueberry muffins.

Keywords and match types has become more complicated over the years, yet its mastery is also critical to PPC advertising success.

For each keyword we can assign a match type, which basically determines how broad or narrow a user’s search query will match to the keyword in our AdWords account.

Ranging from broad to narrow, there are several different match types: broad match, broad match modifier, phrase match, exact match, and negative match.

The broader the keyword, the greater the reach, but unfortunately the relevancy can also slip since ads can be served on less relevant keywords. Here’s how each match type can work for or against you.

click the link to see the full article on PPC keyword types.

Five SEO Tools You Might Not Know About?

The SEO world keeps changing, what being important one day possibly being unimportant the next. But whatever the changes, you do need the right tools to examine & measure how a site is doing. Armed with the information provided you can then work out what you need to change, or at least get an indication…

The basics of SEO, Onpage, Off page (links) and now Social Media Signal, never really change, but the nuances do. Tools like the ones identified in this excellent blog will really help…

SEO Tools

When it comes to lists of SEO tools, you typically see the same names bounced back and forth. Today, I’d like to share some tools I use on a regular basis that you may not have in your toolkit just yet. The best part – they’re all perfect for SEO’s and businesses with smaller budgets.

iSpionage

You can’t begin any search marketing campaign without a list of great keywords to target. iSpionage is known for their PPC research tools, but they also have powerful keyword research features as well. When you enter a keyword into their search, you will first see the top 10 PPC competitors along with a graph showing the advertising trend for the keyword.

What’s nice about this is you can see how other websites are using the keyword. When you click on the Ads tab, you can review even more ad copy and landing page combinations sorted conveniently by the number of days seen. It can be a great way to spark some ideas on content and calls to action.

Last but not least, you can see the top SEO competitors in Google based on organic search traffic. Some results will list the number of backlinks, pages, and total number of keywords each competitor has in the search index. This can help you gauge what it will take to beat them for a desired keyword phrase.

Other handy features offered to paid members are the Keyword Monitor Dashboard and Competitor Alert. With the Keyword Monitor, you can keep track of your current rankings for the keywords you are tracking. It also includes a historical analysis so you can see the progress of your search marketing campaign.

plus they also discussed:-

Link Detox – Unfortunately, if your website has acquired any form of bad links in the past, it is susceptible to a link penalty from Google. If you think your website has been hit with a Google penalty based on you links, then the Link Detox report from Link Research Tools is a must have. You simply enter your domain or upload your links from Google Webmaster Tools. It will then mark your links as healthy, suspicious, and toxic. This will give you a better idea of which links to remove first.

which looks a potentially highly useful tool..

Visit the site for the full info