PPC campaigns
Get Creative And Wipe Out Irrelevant Traffic
It can feel like an uphill battle for PPC managers when it comes to eliminating traffic that fails to convert. Often on the content network a well-organised ad group can have its costs driven high by various websites spending small increments of money. You can think about setting a limit on spend without converting and go on to exclude any websites that fail to convert within a 60-day span, but are overspending. This can lower your CPL to a certain degree but isn’t completely effective. You can also lose websites that were close to converting and you could struggle to eliminate websites using the URL. Here is another way of cutting back on websites that spend small amounts and fail to convert: 1. Create a placement performance report looking back at the content PPC campaign over the past 6 months. You can opt for other date ranges but the more data you look at the less likely you are to exclude a site that might perform well in the future. You can also group campaigns but you will have better insight if you look at each campaign one-by-one. 2. Sort your data according to cost and highlight URLs that have exceeded the cost-without-converting limit or alternatively have exceeded the Cost Per Lead. Then sort the highlighted data by domain. 3. Look for domain groups that have lots of separate URLs and analyse the cost and conversions. You can exclude domains at campaign level if they have exceeded your limit and have provided no conversions. At web marketing agency Click Consult we can offer a wealth of advice on how to manage your PPC accounts optimally.
Tags: cost conversions, Cost Per Lead, lowering CPL, PPC campaigns, PPC management
Mobile Advertising
Mobile Advertising Although mobile advertising is only a fraction of the overall advertising spend worldwide, mobile phone ownership outstrips TV ownership by 3 to 1 so there is no time like the present for getting your mobile search advertising started and including it alongside your PPC campaigns. The first step is to define who you are targeting and what device they are likely to be using so they can see your ads. You would need to set up a different campaign for users of smartphones to those using feature phones. Both types of phone can connect to the internet but on WAP phones the browser is more simplistic and set up to appear in a small screen. If you are setting up ads for a WAP phone the ads will need to be smaller whereas a smartphone can handle standard sized ads. WAP phones will also direct users to a mobile website, which has simply been rewritten in mobile language. These mark up languages can vary and you need to know what type you are dealing with when starting your campaigns. Smartphone Mobile Ads Make sure you keep the ads for smartphone users separate from those for the WAP phone users due to the difference in settings. Campaign settings should be set to allow advertising via mobile devices. Look under the settings tab and then networks, devices and extensions. Select the phone, location and carrier appropriate to the target audience. You can use geo targeting to get the most appropriate traffic. At Click Consult we offer expertise in pay per click and all forms of internet marketing.
Tags: Internet Marketing, mobile advertising, Pay Per Click (PPC), PPC campaigns
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