Why let your Online Marketing Budget Bounce?
SEO & PPC (Pay Pert Click) are widely used by smaller advertisers, but, as it well known, if you are not a professional in these industries, the things can get a bit tricky.
On the one hand, Google as a main market leader for PPC advertising enjoys its privileged position by charging higher CPCs (Cost per Click) and by trying to display your ads for as many queries as possible. And if you are not careful your cost can rocket up, leaving you with less revenue than anticipated.
On the other hand, Google probably the most transparent out of all three major engines, which gives you an easy access to various reports including Search Query Report and free Analytics. This is the part where many advertisers are failing to grab the tools and data available to bit the System and to achieve a higher number of more relevant searches.
Good Pay per Click campaign and SEO are not the only answer for a successful marketing. But a good clear site is.
Well Built PPC campaign and top Natural Listings combined with low business performance should be an alert for an advertiser who in return should scrutinise a data coming from Analytics and Reporting facilities.
Sometimes the problem can be identified quite easily- extra negative keywords, identified in query report, more specific ads and adgroups may do the trick.
Sometimes the problem is much deeper and may lie in site itself. In this case, Analytics is the tool for a job. Analysis of both bouncing rates for specific pages and a site as a whole together with a correlation between a page style and its converting capacities is crucial.
In order to assist the advertisers in improving their site performance Google is introducing a Web Optimiser Tool.
By using the tool the advertisers can manipulate headlines, images, text, or design alternatives that they’d like to test.
Various contents and design alternatives will be shown to the site visitors, and monitored by the tool for identifying which combination lead to the highest conversion rates.
Utilisation of Google tools is simple and easy and the information is invaluable for a total control and success. Watch your Bounce, Click through & Conversion Rates as much as you watch your budget!
