Internet Marketing Blog » PPC campaigns

When Are Low-scoring Keywords Good For Your PPC Account

Alan — Mon, 04 Oct 2010 07:55:14 +0000

Those PPC managers out there that have a Google Adwords account will be fully aware how important the Quality Score is on your pay per click campaigns. The general rule of thumb is that the higher the Quality Score from your keyword selection, the higher Google will rate you. The higher you are rated by Google will then affect how much you are charged to show ads in prominent positions. A high quality score can save you serious amounts of money.

However, is it ever ideal to have a low-scoring keyword? Here are some instances when it is:

1. You get a high ROI on the keywords

The keywords may be bringing in a Quality Score of between 4 and 5, but if the ad they are associated with is raking in a high net profit then it’s a good example of when it is fine to put up with a low Quality Score. The ad may be scoring lower than desired in the search results, but you can balance this against the ads earning great money. You may find that there is a comparatively low click-through rate but that the conversion rate is high.

2. The keywords relate strongly to your brand

Even if you’ve surveyed your customers to identify those keywords that best reflect your product or service, you may still find that some have a poor performance. In this instance you may be reluctant to remove them.

At internet marketing agency Click Consult, we have a team of expert PPC managers to help you achieve the best results.

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Making Your Landing Page Work For You

Alan — Fri, 10 Sep 2010 08:02:05 +0000

Many PPC managers spend a large amount of time developing great keywords and honing their ads to keep them targeted; in order to drive up traffic, increase click through rates and raise the quality score. However, this is just one side of the coin – where do those visitors end up once they’ve clicked through? Here are some best practice tips for getting the most from your landing pages:

1. Understand how users see your landing page. Visitors will read the page in a similar way to how they read a magazine or book, by scanning from left to right. They will then look diagonally down across the page and then back upwards. For this reason put the message across the top of the page and then the next most relevant information on the right hand side. This pattern can assist you when writing copy, selecting images and setting up conversion forms ensuring your landing pages work optimally.

2. Keep your headline relevant and visible. You need to ensure that the headline relates to the user. It also needs to communicate the key benefits and should be positioned at the top of the page where your user will see it. If you can work a keyword into the headline, this will help to ensure the user clicks on the right ad and will ultimately improve the pay per click quality score. Check whether the headline emphasises a potential problem the user may have or defines your product or service. If you can answer yes to either of them, you’re on the right lines.

At Click Consult we can help you to improve your PPC campaigns.

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Get Creative And Wipe Out Irrelevant Traffic

Alan — Thu, 19 Aug 2010 08:19:19 +0000

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.

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Mobile Advertising

Click Consult — Tue, 25 May 2010 10:22:23 +0000

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.

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Should you choose PPC?

Laura — Mon, 26 Oct 2009 09:20:53 +0000

The internet has opened up a whole new world to society. In essence it has created a completely different society of its own. With the birth of a new society comes new innovations in every day matters. One of the ways in which the internet has revolutionised the world is with marketing. Online marketing is a completely different ball game to traditional marketing.

The same mistakes may apply to a certain extent, but with new territory comes new dangers. Internet marketing is a vast and all encompassing subject. There are many different types of internet marketing to choose from – you are literally spoilt for choice. The key to your online success is to choose the right one.

Is PPC for you?

PPC may not be your ideal marketing method, but there are a few attractive factors about it that you may want to give a try. Most businesses, if not all, can benefit in some way from PPC advertising campaigns. PPC is a form of affiliate marketing with other websites. Basically you will be placing your ad on the web page of another site.

The advantage of this is that you hit your target market with a huge percentage of accuracy. With PPC, if it is done right, you will only expose your PPC advertising to your chosen target market. This improves your chances of making profits and turning those who see your ads into paying customers.

This target market accuracy is a huge benefit that any company can do with to improve their profit margin. The Google Quality Score is a valuable tool to be used to improve your accuracy in attracting your target market.

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Pay per click strategies that work

Alan — Tue, 11 Aug 2009 08:19:53 +0000

Pay per click is becoming an ever increasingly competitive market as more and more people cotton on to its success and efficacy. In general, internet marketing is becoming fiercer as new websites pop up all over cyberspace by the day. In order to make your PPC campaign work for you, you need some strategies to run your operation by.

Working your campaign

One of the first strategies you need to play hard is not expecting too much too soon. Far too many people expect their pay per click campaigns to be successful from the get go. Creating a successful pay per click campaign is much like making fine wine. You can have the best recipe in the world, but expecting premature results is going to get you the worst wine.

You need to exercise patience and allow your campaign to run for a while before you make critical judgements about possible adjustments needed. Running long tailed keywords can be a greatly beneficial practice, especially if your field is flooded with your competitors.

Tapping into long tailed keywords means that your percentage of clicks converted to sales is higher. Bringing in a reputable internet marketing agency to manage your campaign for you means that you can leave the hard work to them and get on with running your business.

The knowledge and experience of professionals is invaluable to someone who is just starting out. You can essentially ride to your own success on the coat tails of theirs through the experience they can pass on to you.

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