Internet Marketing Blog » Content / Search Advertising

Making The Most Of The Mobile Generation Through AdWords

Nicki — Thu, 26 May 2011 13:02:32 +0000

The year of the mobile phone is here. People are spending more and more time on their mobile and using it for an increasing number of daily tasks. A recent study by Ericsson showed that 35% of Android and iPhone owners engage with apps before they even get out of bed.

Bearing this in mind, it would be crazy to not take advantage of this ever expanding market through PPC. If you are opted into ‘All Available Devices’ then it is easy to segment by device to see the difference in performance. This enables you to see what positions, CTR and conversions you are getting from the different devices (although tablet data still appears to be coming through as ‘mobile’).

We recommend that you separate out devices into separate campaigns. PPC ads show differently on mobiles than on normal computers, with only two ad spaces above the natural listings, and three below. Therefore, different bidding tactics are needed. Avg CPCs are normally lower on mobiles, so it shouldn’t cost more to target these top positions.

Next, optimise your ads. Phrases Like ‘Buy Now On Your Mobile’ can impact massively on CTR. ‘Buy Now On Your iPad’ unfortunately will get disapproved as it is trademarked and the chances are, you are not selling iPads. ‘Buy Now On Your Tablet’ is another alternative, however will initially get disapproved for pharmacy related content. As always, test different variations to see which works best and optimise from here.

Then, add extensions. Anything you can do to make your ad stand out will improve the CTR. Click to call is the obvious one for mobiles. Site links are also a good option and help navigate the user to more relevant landing pages, shortening the conversion process.

Final stage; sit back and watch the data come in. Chances are ROI will differ so you might be able to increase it at account level by cutting out a low performing device.

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What CPC on PPC would you pay for Bin Laden?

Andrew — Thu, 05 May 2011 15:06:31 +0000

With the recent news about Osama Bin Laden, it has quickly risen to be the most searched term on Google. This led me to wonder if there was some sort of Pay Per Click advertising opportunity to be had from this, and indeed any “popular” subject at present. Searching for Osama Bin Laden on Google shows that no one at present is taking advantage of the most searched for term on the internet, but is it possible?

A couple of years ago just before the release of the Budget, Ann Summers was found to be bidding on political keywords. Surely this would be pointless in terms of CTR and Quality Score? Well apparently not. Ann Summers tried to improve their Ad relevance by including the phrases “Beat the Credit Crunch”, “There is no Recession in Pleasure!” and even including “Budget2009” in the Display URL. Reports suggest that they received Click Through Rates of 20% and a Conversion Rate of 2% for their political campaign. An obvious success, you would think, for their short exploit into the world of politics.

Google will no doubt be less lenient on people who are bidding on search terms based around Osama Bin Laden when compared to the Ann Summers’ political campaign, but this could well show where there is an opportunity for quick, smash and grab advertising on the most popular subjects of the day to help increase brand recognition. Volkswagen celebrated ‘Star Wars Day’ yesterday by rereleasing a Star Wars advert, where a mini Darth Vader apparently uses ‘the force’ to start the new Volkswagen Passat. So would this kind of Campaign work well for Pay per Click Advertising? Seemingly so for Ann Summers, and could be well worth testing.

Low Competition + Increased Brand Recognition + Cheap Clicks = what could go wrong?

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Keeping The Ad Continuity

Susie — Wed, 09 Mar 2011 08:05:50 +0000

When focusing on the landing page’s ad continuity, often PPC managers home in on keyword matching. Do you have the same keywords built into the landing page that are displayed in the ads? Getting this right is a great way to start off as you can see with the screen shots below.

However if you want to push conversion rates higher than the 4 per cent pay per click industry average you need to look further than that.

Messages are made up of more than just words. This is true of more than just website marketing. When talking to someone you make various verbal and non verbal cues which when taken as a whole provide you with the complete message. Verbal cues can include inflection, tone, speed and laughter for example. Non verbal cues cover body language, facial expressions and gestures. Although the non verbal cues are not on show from searchers when looking at a PPC ad you can identify certain factors by looking at those ads they do choose to click on.

You need to be able to match the mood and tone of visitors and reflect this in the graphics, copy and images used. You can achieve this when you project how your message would be conveyed in everyday conversation. What can you glean about your visitors which offers deeper insights than the superficial face value? If the tone of your ad conveys an urgency or excitement reflecting the attitude of your target audience then you can match the images, copy and colours used to keep the tone going from ad to landing page.

At Click Consult we offer a range of pay per click management services to our clients.

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Making The Most Of The Google Content Network

Laura — Tue, 15 Dec 2009 08:06:50 +0000

The Google content network distributes your pay per click ads. Unlike a search network, these ads are not triggered by the individual keywords. Instead, the keywords are reviewed by Google within each ad group and a general theme or topic is identified. Within the AdSense or content network each website has also been reviewed and a theme or topic allocated to them. The theme or topic of your ad is then matched to themes and topics within these websites and your ads then appear.

Using overall themes means that you don’t have to use highly-focused keywords. Ad groups are more general. However it may be time to take a new approach.

You could take ten or less keywords and structure the ad groups similar to a search network structure. By creating more ad groups within each campaign you’ll be creating more themes and this in turn will match you to more websites within the Content network. This should ensure you have greater reach and bigger volume. By choosing this method you can increase all your stats, but beware that you are likely to also increase your cost per lead. By restructuring you will create more volume but you will also need more optimisation.

The need for more optimisation is to control one of the downsides to this method – you may get ads appearing on less relevant sites or those that don’t perform as well.

To avoid this make sure you routinely run reports and remove poor performing sites. Also take time to optimise your ad texts within each ad group.

At Click Consult, we are experts in running successful pay per click campaigns.

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Trigger action in your target market with PPC ads

Alan — Mon, 31 Aug 2009 08:10:35 +0000

The popularity of pay per click advertising has risen greatly in the last few years. Everyone from the giant corporations, e-commerce outlet and your local deli is making use of PPC. People find it the fastest way to promote their products and build brand awareness for their businesses, often whilst working alongside other internet marketing strategies like SEO.

Now, launching a pay per click campaign can become a great marketing tool, but only if you know what you are doing. Otherwise you will have your profits clicked away. Thus, before you start out on a PPC campaign, you must understand how to use it. This means you have to be able to write good pay per click ads if you want positive results.

Make your market take notice

Always keep this through in the back of your mind while you write your PPC ad; people are going to click on your ad through the words they read. At the time they read your PPC ad, they don’t know what all the benefits you are offering them. They must make the decision to click through purely on what you had written in your ad. Your headline must immediately target your specific audience.

If you sell umbrellas and raincoats, make sure your readers know you are not selling beach parasols. Encourage readers to click through by showing them a benefit of your products in your ad. The URL you use must contain words that your target market understands or it can confuse them.

You have very little space in a PPC ad; you have to use it wisely to trigger your target audience to click through. It is not impossible to write good PPC ads that bring your target audience to your website, but you may find that you save time and stress by using a good PPC agency to run your campaign for you.

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Keywords are the key to PPC success

Alan — Tue, 25 Aug 2009 08:12:17 +0000

Pay per click advertising is just like any other type of online content in the world; it needs to be optimized so that you can get the most out of it. After all, you are spending potentially lots of money on any given PPC advertising campaign; you should get your money’s worth.

In order to get value for your money you need to put some effort into your pay per click ad. You need to optimize keyword usage in order to get anywhere with your PPC advertising.

Keying into success

In order to make the most of your pay per click advertising campaign you need to thoroughly research your chosen keywords. This is especially important if you are placing PPC ads on search results pages under the “sponsored links” section or in an article. Your keywords are important for one major reason. They are the sole means of your specific targeted audience finding your advertisements.

If you tap into the incorrect keywords you could end up costing yourself a lot of money unnecessarily. When you use the wrong keywords, the wrong searchers find your ads and click on them. The problem with that is that those clicks, while each and every one is paid for by you, do not convert into sales.

You also need to revise your keywords from time to time and research what your audience is using at the time. As trends change and as time progresses your keywords might change in order to keep appealing to the same target audience. In order for your internet marketing campaign to reach its full potential and bring you a great return on investment, you may find that handing your PPC campaign over to a reputable PPC marketing agency is the best way to maximise your online marketing efforts, budget and results.

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PPC is an excellent promotional tool

Mon, 17 Aug 2009 08:21:10 +0000

It is easy to use a pay per click campaign to promote your website. It is also a great way to boost you up on the search page results. Advertising can be tricky and website visitors do not always convert into paying customers.

With pay per click you do not spent money on advertising in general, but you pay for those people who click through to your website from the advert. With well crafted PPC ads, the chances of conversion are high. Thus if people do not react and click on your PPC ads, you will not be charged for them glancing at the ad only.

Controlled spending

With a PPC campaign you have the choice of how much you wish to spend on advertising. You can choose the maximum you are prepared to bid on a click and you can set the maximum you want your daily budget to be. Your PPC host will keep within that daily budget; this means you are in full control of exactly how much you spend on promoting your website.

For any business, a huge amount of website traffic does not necessary mean it is good traffic. What is needed is traffic that converts to clients. With PPC advertising you can base your advertising around specific keywords.

The people searching for those specific keywords are likely already interested in what you have to offer. With PPC you promote your website fast and with a tight focus on your target audience. You do not pay for general advertising, but strictly for the people that click through to your website. Finally you are at all times in control of exactly how much you wish to spend.

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Why you should look into PPC marketing

Mon, 10 Aug 2009 08:10:50 +0000

Pay per click marketing is one of the fastest growing forms of online advertising today. There are companies diving in head first on the deep end each and every day and experience success.

However, just because everyone else is jumping off a bridge and into a fire pit does not necessarily mean that you want to do the exact same thing. So why should YOU look into pay per click advertising for your website and your business? The answers are right here.

Why it works

Pay per click marketing will help you increase the traffic volumes to your website. It does this by offering you a greater exposure to your targeted online audience. Making people aware that you exist is only part of the battle but pay per click can help you win that part outright. It does this by offering you visibility through advertisements on other websites and search engines. You can set up a budget with your pay per click campaign and a good internet marketing agency can handle your strategy and campaign for you so ensure you have the most effective PPC keywords possible.

You can spend as little or as much money as you like on it. Pay per click advertising often yields results relatively quickly. You can have visitors to your website literally within minutes of putting the adverts up.

Pay per click advertisements can be optimized in order to get as much attention as possible. All of these reasons have lead to more and more people stepping up to the plate and getting involved. PPC is a great way to make money and save money at the same time, try it, you will never look back.

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Yahoo and Microsoft Finally Tie the Knot

Alan — Wed, 29 Jul 2009 13:07:56 +0000

After years of talking and protracted negotiations, Yahoo and Microsoft have finally agreed an Internet search deal. The full details of the deal are yet to be released but the basics are; Microsoft's search engine (Bing) will power Yahoo search and Yahoo will become the advertising sales team for Microsoft.

So how does this affect PPC? It is likely that Yahoo Search Marketing and MSN AdCenter will merge. The outcome will be a new paid search service run by Yahoo. These PPC ads will then show to both the Yahoo and MSN search traffic, increasing the exposure that the two could provide individually.

This means that if you currently run PPC on Yahoo and/or MSN you will need a new PPC strategy for Yahoo and MSN. If you currently only run PPC on Google then now is the ideal time to start on the new combined Yahoo/MSN. The increase in search volume means that there is an increased amount of potential traffic, conversions and ROI.

How will this affect Google AdWords? This deal’s sole purpose is almost definitely to try and compete with Google. So it is bad news for Google because its competition is now working together to try to dent its vast majority share of the UK and USA’s search traffic and PPC revenues. I personally believe that Yahoo and MSN are doing too little, too late and Google are so far ahead they cannot be caught or halted.

The truth is that this is one of the most exciting developments in Internet search and PPC in a long time and only time will tell if the deal will be a success for Yahoo and MSN or if Google will just continue to leave them behind.

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Make your PPC ad eye-catching

Alan — Fri, 24 Jul 2009 08:22:12 +0000

People are generally visually orientated; things that are bright, sparkly and images in general tend to catch our eye. And in internet marketing that is exactly what you want. You want to attract attention. Whether it is to your advertisement, exhibition or anything else that you want to show to an audience, grabbing their attention and captivating them is a must.

If your marketing methods do not grab them then you might as well be invisible. Pay per click is an internet marketing strategy and it falls under the exact same visual scrutiny as other advertisements. So it is important that you re-evaluate your PPC advertisements today, especially if you are not receiving the traffic you were hoping for.

Really LOOKING at your PPC advertisement

Bold text, capitalization and exclamation marks can do your PPC advertisement wonders. But be sure not to overdo any of these attention grabbers. You will turn them into dangers to your advertisement if you overdose on them. Bolding some of your text but not all is an effective way to get attention. Using capitalization for key words or important parts of a sentence or statement makes it stand out and draw the eye.

Exclamations can be effective if used no more than once in your PPC advertisement. More exclamations seem juvenile and are overrated. Other characters, other than your plain alphabet, can do you the world of good if used appropriately.

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