Featured
Article: 5 tips to boost your PPC results on Google »
As costs of PPC campaigns are increasing,
internet marketers are more than even under the pressure to
deliver positive results. The performance of PPC campaigns
is dependent on following factors:
- The impression rate
- Your ad position
- Click thru rate (CTR)
- Conversion rate
Finding the right balance between impression
rate, ad position and clicks is the starting point to successful
PPC advertising. Before exploring tips to help your campaign
perform better, let's quickly sum-up the concept how Google
displays your ads in its sponsored results:
Daily budget controls frequency
of your ad display
The frequency is expressed by number of
impressions. If your daily budget is not high enough, your
ad may not show all the time (meaning you don't have enough
impressions per day).
Ad position depends on the Rank
Number
The higher the rank number, the higher
is your ad's position on the page. The rank number is calculated
based on the following formula:
Rank Number = CPC (Cost Per click) x CTR
(click through rate) x (Ad quality)
Now we're ready to explore what practices
are more likely to help us improve PPC campaigns performance:
Improve Ad Delivery
If your ad does not show up every time when searches are performed
under your keyword, it may be a sign that your daily budget
is not high enough. As you now know, how frequent of your
ad display is controled by the daily budget. If you would
like your ad to be shown more frequently, please consider
to increase your daily budget in order to receive a maximum
exposure for your ad.
Normally, you have 50% margin for your
daily budget. For example, if your desired daily budget is
$10.00 per day, you can set your actual daily budget on Google
to $15.00 per day, because your actual spending is based on
your click thru rate, by setting the daily budget higher will
allow your ad to get more exposure, but your actual spending
may still be in your desired daily budget range.
However, be sure to monitor your daily
advertising costs and if they are rising too high, decrease
the budget on the safe level.
Improve Ad Delivery per Keyword
Each campaign can have one or more adroups. An AdGroup is
a group of keywords and ads that will display when those keywords
are searched for on Google. You may have experienced a situation
when only few keywords out of the whole AdGroup trigger your
ad. The explanation lies again behind the daily budget that
controls a number of impressions for your campaign. These
impressions are distributed between individual AdGroups and
further between individual keywords. So it may happen that
some keywords in a particular Adgroup have more impressions
than the others, meaning some keywords trigger your ad more
frequently than others.
If you want to improve the ad delivery
for your targeted keywords, you can consider splitting your
keywords and creating a new campaign for keywords with low
impressions. This should improve the frequency with which
they will trigger your ad.
Optimize your Adgroups
As mentioned above, each campaign has one or more adroups
that all share campaign's impressions. Often, the impressions
are not divided evenly between adgroups. So it may happen
that some adgroups have more impressions and show their ad(s)
more frequently than others. It is a very similar scenario
as with keywords we just described above.
To improve results of your low-performing
adgroups, you can consider to create a new campaign for them
in order to increase the frequency with witch they show your
ad on Google.
Analyse your Clicks
Make sure the clicks are made for specific, targeted keywords.
If you're getting lots of clicks on non-targeted keywords,
consider reducing Max CPC and/or your ad position in order
to improve your ROI. Similarly, you can raise bids for targeted
keywords that are performing well.
Optimize your Ads
Make sure you bid on targeted keywords, create compelling
ads and link them to relevant content on your website. The
keywords you chose will segment the market and target your
desired audience. If you won't chose wisely, you'll finish
targeting the wrong market and wasting your advertising budget.
The ad you create needs to attract attention of your prospects.
It needs to communicate your unique selling feature - in other
words, what makes your product/service different from others
and why a visitor should visit your website. Be specific about
your offer and include call to action. Lastly, guide visitors
to the content on your website where they can access more
information about the offer advertised. The landing page should
also clearly state what is the next natural step to make -
buy your product, download the white paper, sign up for a
free trial, etc.
PPC management requires lots of
work and testing but if you stick to the basics you can make
money instead of losing them. Remember, the only measure that
matters on the Internet is the profit you make.
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Featured
Article: Eight Simple Steps For Enhancing Your Website »
Author: Alden Smith
To be successful with your online business,
whether you are selling your own product, services or are
selling for other merchants as an affiliate, you need a Web
site that focuses on that subject alone. The site must be
easy to build, maintenance-free, low cost, credible, and a
powerful traffic-builder and customer-converter.
Having the right tools or product alone
will not insure the success of your website. There are many
factors to be considered when designing your site. And unfortunately,
most of these are usually ignored by Internet business owners.
Here are eight simple steps to enhance your site and make
it profitable.
1. Build It for Speed
There is no denying that in this day and age that people are
in a hurry. You have between 10 and 30 seconds to capture
your potential customer's attention. To minimize your load
time, keep graphics small. Compress them where possible. Use
flashy technology (JavaScript, Flash, Streaming Audio/Video,
animation) sparingly and only if it is imperative to your
presentation.
2. Target your Market
Know who your market is and make certain that your site caters
to their needs. It is critical that your site reflect the
values of your potential customers. Is your market mostly
business professionals? If so, the site must be clean and
professional. Is your product aimed at teenagers and young
adults? Then your site could be more informal and relaxed.
The key is to know your market and build the site to their
preferences.
3. Focus the Site
Make certain your web site is focused on the goal of selling
your product or service. If your business offers many products,
dedicate a unique page for each instead of trying to sell
them all from one page. This can easily be accomplished through
the utilization of subdomains.
4. Build Credibility
The most professionally designed site won't sell if your customers
don't believe in you. Become an authority in your chosen niche.
The internet is all about information, not just marketing.
People go to the internet to find information on a particular
subject. Providing clear concise articles focused on the subject
of your site makes you an expert in your field. Providing
a clear privacy statement is also away to build your credibility.
Provide a prominent link to your privacy statement from every
page on the site as well as from any location that you are
asking your visitors for personal information. Provide legitimate
contact information on line, including your mailing address
and phone number. Don't hide behind a computer!
5. Keep navigation simple
Make site navigation easy and intuitive. Simple and smooth
navigation adds to the convenience of the visitors. Add powerful
search and catalog features. Many times a lot of visitors
do not have the patience to navigate through the whole website
to find what they are looking for.
6. Keep it consistent
Make sure the site is consistent in look, feel and design.
Nothing is more jarring and disturbing to a customer than
feeling as if they have just gone to another site. Keep colors
and themes constant throughout the site.
7. Make your site interactive
and personalized
Make your website interactive. Add feedback forms as well
as email forms that allow your prospective customers to ask
you any questions they might have pertaining to a product.
Personalization of your website is another key element that
can lead to customer delight and can increase your sales.
Personalization technology provides you the analytic tools
to facilitate cross-selling and up-selling when the customer
is buying online. It would give you an idea of what products
to cross-sell and up-sell. For example, when a person buys
a CD player, a disc cleaner can also be offered.
8. Content is King
Good content sells a product. Ask yourself the following questions.
Does your copy convey the message you wish to get across to
your visitors? Is it compelling? Does it lead your visitor
through the sales process? Have others review, critique and
edit your copy to insure it is delivering the intended message.
Always double check your spelling and grammar.
These eight, simple rules will go a long
way toward the improvement of your website and most importantly,
turn visitors into customers.
About The Author:
Alden Smith is an award winning author
who has been marketing on the internet for over 7 years. His
site,
http://www.for-the-record.biz, is loaded with articles
and information for the beginning blogger and internet marketer.
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