PixelMEDIA Inc.

Google AdWords offers many great reports to help you determine the success of your pay-per-click (PPC) campaign.  I’ve already discussed the benefits of the Search Query Performance report, but today I’m going to discuss the importance of the Geographic Performance report.

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Pay-per-click (PPC) is a highly competitive advertising platform. With more and more companies signing up for PPC campaigns every day, advertisers have to bid higher—not only be within the top three positions of the sponsored listings, but to be on the first page of results. Though bid position is not solely based on the maximum amount of money you are willing to spend per click (also known as maximum cost-per-click, or CPC), it is one of the key components. The conundrum: how much you are willing to bid for your ads to show up as close to the top of the listings as possible?

Your budget plays a huge role in how much you are willing to bid, but other factors come into play as well. Among these are the importance of each targeted keyword to your campaign, the way the ad copy is written, and the landing page of each ad. Here’s a look at each of these factors in greater detail:

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Following up on my last post, an immensely valuable resource that can further hone the success of your pay-per-click (PPC) campaign is the Search Query Performance report.  Often overlooked, this report provides valuable information that can ultimately increase the ROI and the number of conversions in your campaign.

The Search Query Performance report shows you actual terms that users have typed in to see your ads.  You are also able to see metrics, such as conversions, clicks, costs, and impressions, for each of these terms.  For example, if you are bidding on the phrase match of the term “office furniture,” you will be able to see what terms trigger your ads.  You will find that some users type in this exact term, while others are also typing in such phrases as “large office furniture” or “wooden office furniture.”  Remember, you are bidding on the phrase match of “office furniture,” so these other queries will also trigger your ads.

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ROI, CPA, CTR, CPC…these are all metrics that you can use to evaluate your pay-per-click (PPC) campaign.  The amount of data available to you can be overwhelming (so can the acronyms, defined below).  The challenge is determining which of these are true key performance indicators (KPIs) and why they matter.

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Recently, I was asked what to do when a pay-per-click (PPC) campaign has been running for a few months with no hiccups. In other words, what optimizations do you make to the campaign when it is running smoothly and providing good results? My reply was to continually test new things as your campaign can always perform better. Here are a few items I like to try:

• Vary the letter cases
• Try different calls to action (CTA)
• Add more keywords throughout the campaign
• Test different variations of landing pages

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In my experience, pay-per-click (PPC) campaigns have the highest ROI when users see ads containing the exact term searched for. Dynamic keyword insertion (DKI) is a method to ensure that the user search query will match the text seen in a PPC ad. As long as you are bidding on the keyword that the user types in and it is under the character limit, the user’s search query will show up in the ad exactly.

For example, if you type in the term “coffee tables” you would expect to see ads that contain “coffee tables” within the text. In fact, terms that users search for are bolded when they show up in ads to ensure users’ eyes are immediately drawn to these ads. Most likely the ads will be more relevant to the query, making DKI a very powerful tool to increase click-thru-rate (CTR).

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You’ve done the keyword research for your site and optimized the content for appropriate terms. You’re actively engaged in a link building campaign and your pay-per-click (PPC) campaign has a very high click-thru-rate (CTR). Additionally, you’re analytics program is showing excellent site metrics. Users are getting to your site so what’s the problem? The problem is that your site is not generating enough leads.

A major factor hindering your lead generation is the size of your web form(s). Users get overwhelmed with the length of the form and abandon the page. It is understandable that you want to collect as much information about a possible lead, but it is not always practical.

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Should you be purchasing your company’s branded keywords?

In any Pay-per-Click (PPC) campaign, it is important to decide whether or not you will be purchasing your company’s branded keywords. For example, a branded keyword would be “Dell,” whereas a non-branded keyword would be “desktop computer.” This issue often gets overlooked and, in the long run, can create a problem. There are both pros and cons to purchasing your branded keywords. In the end, the decision comes down to (Read More…)