A PPC account shouldn’t be a fragile thing, of course the ups and downs are inevitable, but overall the account should predominantly be stable. However, follow this list and you will lose all semblance of structure and the entire account will crumble before you.
1. No Changes
The PPC market is growing because companies are finding that there is potential for them to expand their business through PPC. This means that competition and the way one advertises though PPC will change, if your account stagnates, it will eventually lose its position.
Some examples of this are that bids will change and might not be adequate, the way people search can change, and ad copy won’t be up to date with the site’s content anymore
2. Too many Keywords in one Ad Group
One of the three definers of Quality Score (that Google shows in the AdWords interface) is Ad Relevancy, if an Ad Group has hundreds of keywords; it becomes increasingly difficult for the keywords to be relevant to the ad and to the landing page.
The number of impressions garnered by hundreds of keywords is going to be really high, and the number of clicks that are acquired usually don’t grow in a linear fashion. Therefore the CTR will decrease.
3. No Research
Researching for keywords and ad copy are incredibly important, without it we won’t know what people are looking for, what appeals to them and entices them to click, and we waste money on clicks that aren’t relevant.
4. Not using Negatives
Negatives were always an indispensible tool for anyone doing PPC but with the new changes in exact match they are even more crucial. Without the use of negatives, the number of wasted clicks can be pretty ridiculous; the things that people will search for are unfathomable.
The other part of negatives that is rarely considered is that you can make sure that you aren’t showing up for things that could be considered sensitive topics which you might not want your company to be associated with.
5. Changing of Budgets
This is something that comes up quite often; many people assume that budget change and performance should be locked and are correlated in a linear fashion. Of course accounts should be scalable and built for growth, but continually changing the budget too often will cause loss in clicks and conversions because the way keywords perform at different bids are not always the same and that needs to be adjusted when budget changes are made.
Keywords will generally perform differently when you have them at different CPCs and this is especially evident with flexible bid strategies. It takes time for reliable data to build up (depending on the performance of your account). Repeated budget changes can mean that you have to make decisions on data with a larger standard deviation.
There are many aspects that go to make up a successful pay per click campaign. It all begins with selecting the keywords that you believe will get you the best possible results. But belief is a long way from actual results.
The trick is to remember that the journey does not end once you input those keywords and set your budget. No matter how strong you think your keywords are, you must always keep a close eye on them to see whether they are delivering the kinds of results you are looking for.
Hire a PPC Consultant to monitor your campaign professionally.
Let’s say for example you decide on a keyword and you organise a PPC campaign to run for a fortnight. You set a daily budget of £20 for that campaign – not a fortune by any means but you want to be cautious to begin with. Of course if your keywords are cheap to bid on you will find your £20 goes a long way anyway.
Now there are two broad courses of action you could take here. Firstly you could leave the campaign to run and come back to it after a fortnight to see how it did. Secondly you could check to see how it is doing at the end of every day, to see how the keyword is performing.
Top marks to you if you would go for the second course of action. While you may think the first stance is the better one to take because you will have a fortnight of results to look at, you could potentially lose a lot of money there too. If everything went right you would have a fortnight’s worth of successful results to focus on. But if everything went wrong you would have lost as much as £280. That’s £280 that could have been saved if you had checked how things were going every single day.
You see no PPC campaign is set in stone. You may have a plan initially but that plan could be better served if you think about checking its performance every day. If you find that day one didn’t produce the results you wanted, you can put everything on hold and tweak some things to try and improve those results. If that doesn’t work you have another go the next day, and so on.
This is obviously better than leaving things to progress of their own accord over the course of a whole fortnight. We have already seen that you can lose a lot of money doing this, because if things aren’t working on day one they probably won’t be working on day fourteen either. The trick is to check and tweak everything that looks less than perfect as you go along. Make notes, see what works and what doesn’t, and go from there.
Always remember that you are in charge of your pay per click campaign and results. It is always going to be better to check your progress along the way, rather than waiting until you reach your destination.
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Did it take you months of painstaking design and brainstorming to create a website that appropriately communicates the mission and purpose of your company? After all that work, you probably hit the “launch” button on the day that your site was revealed to the world with the full expectation that people would immediately notice your site, and start clicking through its pages. The only problem with this plan is that there are thousands, if not millions, of businesses similar to yours, all vying for the same places in the search engine results. If you’re going to be successful, you have to up the ante with a PPC campaign.
If you’ve never heard of a PPC campaign before, chances are you haven’t had much experience with internet marketing at all. Many businesses have been stuck in the rut of print and television advertising for so many years, that it is hard for them to imagine there is much to be gained by branching out into online marketing as well. This idea couldn’t be further from the truth, however. Business experts predict that within the next decade, the bulk of shopping, and information and entertainment seeking will be carried out on the internet. If you’re going to remain relevant to your target audience, you’ve got to find a way to meet them online.
A PPC campaign is based on the relevant success of the pay per click advertising model. Championed by Google by imitated by many different online advertising providers, this model allows companies to micro-target their advertising efforts based on the keywords that real consumers are using to look for the products and services that they have to offer. This means no more advertising dollars wasted on television commercials or magazine ads that no one will see.
Starting a successful pay per click campaign depends on being able to place a realistic bid for the ad words that you want, and knowing which words are most likely to be used in searches by motivated customers. Thankfully, Google and other major search engines have tools that allow you to see the popularity and cost of keywords that are likely to be relevant to your company. When you’re first starting out, it is usually a good idea to choose keywords with relatively low competition, because that will keep your costs down, while also increasing the chances that your advertisement will get in front of as many eyes as possible.
Previous Post : PPC Campaign Improvement Tips
A pay-per-click (PPC) campaign is an affordable and effective online advertising method that can prove especially useful for small and new business. However, like any form of advertising, a PPC campaign only works well when serious thought goes into its implementation. The PPC campaigns that work best are those that are planned and structured carefully from the very beginning. Here are some points to keep in mind when you are getting started with a PPC campaign. Many of PPC Company and other PPC agency will help you to get more relevant traffic and effective conversion ratio in short time.
Specific keywords and text are generally more effective than overly broad concepts and ad copy. Most likely, you have a broad, over-arching theme for your PPC campaign. If so, your first step should be the generation of specific categories and keywords related to that theme. For instance, if you are creating a PPC campaign for a company selling Canon cameras, you will want to create separate ad groups for the specific types and models of Canon cameras that the company sells. Likewise, more specific ads that include specific keywords and search terms are more likely to result in conversions to sales than broad, vaguely worded ads. Consumers looking for a Canon Rebel Digital SLR are more likely to click on an ad and make a purchase when the ad includes the keywords “Canon Rebel” and “Digital SLR” and specific information about those products. An ad containing only broad language such as “Canon cameras” or “digital cameras” is less likely to result in a conversion.
Once you have a set of specific keywords selected for the PPC campaign, you should create a minimum of three ads for each keyword phrase. This will allow you to experiment with different kinds of ads and see which strategies work best for the specific product or service you are marketing. Try ads that include product prices and ads that don’t. Vary the language from ad to ad, and emphasize different aspects of the product in each.
Another important consideration in structuring a PPC campaign is selecting the best landing pages for the ads you create and the products you market. If the text in a PPC ad is based on the keywords “Canon Rebel,” then the customer should be taken to a page that sells or showcases Canon Rebel cameras when he or she clicks on the ad. Using a site’s home page as the landing page is not a wise strategy because the consumer may not want to spend time searching the entire site for the specific product he or she is interested in.
Previous Post: PPC – Pay-Per-Click Advertising Basics
If you need website traffic, and you need it today, then pay per click, or PPC, might be a good option for you to look into. PPC is a great method of getting traffic to your website, and here we will review several techniques on how to get the best bang for your PPC buck! Check out these techniques and tips and see if they can help you. Start out by optimizing. You want to optimize your landing pages, and also your advertisements. When you are running a PPC campaign, you bid on keywords.
Bidding on keywords is an important step in the process. First of all, you need to know what your pay per click budget is. Do not exceed it! You need to have relevant and helpful content on your page, so when someone comes to your website, and on your landing page, you want to provide helpful information or otherwise, give them a reason to stay and hang out. If they are not impressed with what they find, they will be gone and you will have still paid for them to come there. So make sure your content is something they will want to make use of. A good PPC Company providing PPC Services should be able to help you
Using the keywords in your ad’s title can also be a helper to getting people to click on your pay per click ads. This is referred to as your click through rate. Increase it by being relevant. Another tip you can use is to try out different ads, using the same exact keywords. This is a good way to split-test your ads and see what works best. You can often count on the search engines to provide you with a means to see how they are each performing, so you can see where your click throughs were, and where you were placing on search engine results. Knowing this information can be extremely helpful in determining where to spend your time and money.
And at long last, let’s touch on common sense for a few moments. Pay per click advertising is a great method for getting more traffic to your website, but what about making your site visitors happy? Give them what they want. Find out what that is first! You will be amazed at the results you will get when you give people the products or information that they seek. What kinds of problems do your customers have, and are you solving them? Offer what they need, whether it’s a product, service, or just advice. You’ll be so happy that you did!
Previous Post: Website Optimization and Search Engine Optimisation (SEO)
Using pay per click campaigns, or PPC Campaigns, is a great way to get better search engine results. Essentially, there are 5 basic things you need to do in order to get the most out of pay per click advertising. Use keyword tools to analyze its effectiveness. Share the keyword research. Keep track of what searches are producing. Always, always keep continuously monitoring which pages are being downloaded from the internet. Consider the value of an ad when the natural ranking of a page is working very well. Link exchange can be great, but pay per click might be needed when you wish to cross categories.
Moving right along then, always keyword selection and adjustment are highly important. Increasing traffic, improving search engine rankings, buzz talk about your business, and credibility for your website are all things that will get better when you use PPC campaigns. If you want to do this without paying any money, then you will need to use SEO techniques with some articles and blogs that are online published. Also, any efforts that you can do in getting backlinks will help your website as well.
The next part of Pay Per Click campaign management that we’ll discuss is your landing pages. Keep in mind that SEO rules do not apply to pay per click. Depending on the type of traffic you purchase, this type of campaign can generate some great results. So put some good time and quality work into the design of your website and landing page. If your landing page appears useful or otherwise a good place to be, visitors will stay, and they will look around. Make sure your website is easy to read. Don’t make your pages too long, either. Use good color designs and give great content.
Understanding the major differences between SEO and PPC is vital to the success of your search engine placement and traffic. Using pay per click is a more direct, less involved way to get this traffic, while search engine optimization with articles, links, and keywords can be a bit more involved. Either way, you should try both and see what works for your website or your type of business. Don’t be surprised if one method works much better for you than the other. That is often the case. Each and every business works differently, so the marketing and advertising budgets and outcomes will work differently according to the specifications of each.
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Google launches New Content Tool Aimed At Brand Advertisers
The content network on Google covers 80% of the internet users. Brand advertisers are one of the two types of advertisers on the network. Their focus is more on cost per impression instead of cost per click as their goal is to not bring traffic but primarily to gain audience recall value and acknowledgment. This they achieve through spending on Google Content Network.
In order to capitalize on this Google has launched a series of tweaks like frequency capping, variable ad sizes and integrated measurement of search and display advertisements. The new display ad tool is another such factor that will help the search engine giant make a bid for their billion dollar TV and print budgets.
The new tool for brand advertisers launched by Google allows advertisers / PPC Services Providers to bid for only the ad inventory appearing within a user’s browsing window when a page loads. It rules out the “below the fold” inventory or advertisements that weren’t showing on the screen when the page is first loaded without them having to scroll down. This new tool made by Google is meant to help brand advertisers with managing their advertisements and also allows them to minimize the fault in their campaign and allows them to improvise it.
Brad Bender, director of product management for display ads on Google Content Network, stated that the feature will be made available to other search advertisers as well, especially as trials for time-sensitive campaigns. But the tool will chiefly serve the purpose of impression based brand advertisers who require constant and uninterrupted display of their ad on the content network.
Through the launch of this PPC tool Google Content Network aims to give a lot more control to brand advertisers as to where their advertisements should appear at with almost 100 per cent assurance of visibility.
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With the global economy placed precariously advertisers are increasingly looking for cheaper, effective and profitable advertising mediums. The growth of Internet has become the reason for the emergence of some of the most innovative methods of advertising and business promotion. This has also altered the path of advertising inclination from offline advertising to online. PPC ensures that the exact requirements of the advertiser are met to the fullest.
In PPC advertisers pay a definite amount to the search engine (the advertising medium: eg. Google). When someone clicks on these advertisements, he/she gets redirected to advertiser’s site. This increases the rate of traffic influx on the site which is directly linked to increased conversion rate. Almost every search engine has offered the pay per click management plan.
PPC Management Services includes two categories:
1. Click Based PPC – In this pay per click marketing system the amount of the click rate is fixed. Therefore every click receives a definite amount.
2. Bid Based PPC – this method of pay per click advertising includes bidding a certain amount on the required keyword in competition with other advertisers looking for the same keyword. The bid ensure visibility on the search engine.
This mode of online advertising is considered to be one of the most aggressive and is undertaken by online advertising professionals. PPC Services ushers in increased traffic and sales for a website along with effective brand management. Pay-per-click search engines truly drive loads of traffic to your website and use of them is cost-effective because you don’t actually pay for advertisements. Rather, you bid on keywords and keyword phrases that are relevant to the information, products or services provided by your website.
PPC is a cost effective means of reaching global customers, much cheaper than traditional media, which is usually limited to the immediate audience within its reach (be it TV, radio or print). Only web marketing can give you global reach at such a cost effective rate.
In order to maximize the limited space, PPC advertisement must have catchy lines on it to compel users to click on it. That is why determining what advertising approach works in the market can be very useful while creating ads too. Keyword analysis and selection are given importance in PPC campaign management. PPC Management is all about saving time, effort and money and is the most effective and quickest way of driving traffic to a website.
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