Archive for the ‘Pay-Per-Click’ Category
in Pay-Per-Click, Web Marketing
Like the word “Free” in ad copy, Google product listings ads deliver exceptional results.
One question I get asked is “Why are the product listing ads cheaper than my other campaigns?”
The answer is that there are not as many people using PLAs comparatively. This will likely change over time.
Another question I get asked the most is “Where can I see keywords for the product listing ad queries ?”
The answer is - you can’t.
In Google Analytics, the best you can do is to correlate the landing page with the possible keyword that was used.
To see this in Google Analytics -
Click on Overview:
Change your Primary Dimension to ‘Keyword’
and your Secondary dimension to ‘Landing Page’ :
Within your Filter, include your Keyword to exactly match ‘ * ‘ (asterisk):
Hit Apply and now you have a listing of landing pages along with their metrics. See which pages are getting the most visits and which pages have the highest bounce rates.
In the above screenshot, the number 1 & 4 keywords have the highest bounce rates. You don’t know what those keywords are, but you can see the names of the landing pages (blacked out in this example).
At this point, you can try to making changes to the product pages with the highest bounce rates. You can also add negative keyphrases related to those specific landing pages.
Either way, you’ll be happier than you were before.
Tags: google adwords, google products, keywords, paid search, Pay-Per-Click, PPC
Posted in Pay-Per-Click, Web Marketing | No Comments »
While Google keeps all their secrets of algorithms, updates, and quality score computations locked in their secret vaults probably guarded by The Avengers (or so my seven year old son would love to believe), there are still some common quality score misconceptions we at Beacon can debunk for you without super powers or an arsenal of awesome gadgets. Below are four answers to questions I was recently asked during a consultation last week.
1) While the position of your ad within the search results often impacts your click through rate (CTR), it does not play a role in the determination of your Quality Score. So even if your ad isn’t the first one on the page, it’s still possible to get a great Quality Score. This is good to know for smaller Adwords Accounts that can’t afford to be at the top all the time.
2) Don’t feel the need to set your Adwords specific conversion tracking to some easy event on the landing page in hopes that a high conversion rate will increase your Quality Score, because it won’t. Instead, use your top priority goal or event (such as an eCommerce conversion) and keeps things consistent with your top-line goals in GA.
3) You don’t have to have a large budget to achieve high Quality Score marks, and how much you can bid on your keywords will not play a factor in the Quality Score you are given. Have more faith in the good folks at Google, who really determine your Quality Scores based on your expected CTR based on keyword relevance, ad relevance, and landing page engagements during the user experience.
4) In the same respect, your Quality Score will not suffer if you need to lower your bids and budgets or even pause your campaigns completely due to funding limitations. Quality Score is only calculated when your ads are live, and will they will not lose their power if you pause them because you may have gone over budget too early in the month.
Tags: adwords, adwords quality score, google adwords, increase quality score, quality score
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in Pay-Per-Click, Web Marketing
Well, do they? No.
Google defines Quality Score as “an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our [Google's] systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad.”
Google Adwords’ new enhanced campaigns will not bring about the change to the way QS (Quality Score) is currently determined. You can also rest assure that once you update your current (what Google is coining now as legacy) campaigns to the new enhanced version, you will not lose any of the historical QS information as long as your ads, keywords, display URL’s, and destination URLs stay the same.
Here are two example scenarios to help give you a better understanding when you begin to upgrade your device specific campaigns.
Example Scenario 1: You have Desktop Only campaigns for your products, and now want to upgrade your B2B Desktop Only campaigns to the new enhanced version.
Because you simply upgraded it without making any changes to the ads, keywords, destination URLs, etc., the QS (Quality Scores) historically attached will stay the same within the desktop devices. Your keywords will now just begin to get separate mobile QS ratings based on their specific performance moving forward on those devices now that the campaigns target all devices in the single campaign level.
Example Scenario 2: You have a Desktop Only (Campaign A) and a Mobile Only (Campaign B) campaign for your products. Each of these campaigns contain different ad copy specific to the audiences on the separate devices.
When updating Campaign A, the same logic from Example 1 above still applies in terms of QS (Quality Scores). If you want to keep the QS attached to the unique, mobile specific Campaign B, then you will need to copy these ads into the upgraded Campaign A group as mobile optimized ads. You can then pause or delete your old mobile only legacy campaigns.
Tags: enhanced adwords campaigns, enhanced campaigns
Posted in Pay-Per-Click, Web Marketing | No Comments »
Paid search is a great tool to help you bring the most relevant traffic to your website. It will increase your brand’s visibility and help to get you to top of the search results despite your ever-changing organic rankings. Picking the right keywords to target is what it is all about. However, just as important as it is to add the right keywords to your ad groups, it is equally just as important to focus on the words you want to exclude. By carefully reviewing the actual terms used by paid search visitors you can learn what to avoid to reduce your wasted spend so that they money you invest goes to the terms that provide the highest number of conversions.
How to identify and exclude the wrong keywords you have been spending money on within Google Adwords:
- Log into your Adwords account
- Select the “Keywords” tab (so you can see all terms regardless of campaign)
- Modify your Date Range to display “ALL TIME” if you have never conducted this exercise. Then I recommend doing this type of keyword scrubbing once a month moving forward.
- Click on the “Keyword Details” section of the sorting feature and select “ALL” – (This allows you to see the real keywords users have keyed that triggered your ads to be displayed that they selected).
5. Sort by Cost, and then begin to review the terms making a check beside all words that are not relevant for your campaigns. When you have checked all the words you don’t want to trigger an ad, scroll up to the top of the page and select the box labeled “ADD as NEGATIVE KEYWORD.” You will know you completed this exercise correctly because a red “EXCLUDED” box will now be visible to the right of all the words you checked.
* You can also use this same type activity by selecting the “ALL” search terms to find additional long-tail terms to add to your current ad groups as well. Just make sure you modify the terms to the correct match type you would prefer.
Let us know if you have any questions.
Posted in Pay-Per-Click | No Comments »
The following are 10 tips to increase the effectiveness of your ads in Google AdWords:
- Keywords: Have the keyword show up in the ad at least one time. Certainly try to get the keyword in the headline.
- Make your Audience feel like your speaking directly to them: Use words like “you” and “yours” to make it appear that you are talking to the ad reader directly. Having the ad contain “you” or “yours” makes them feel special.
- Call Them to Action: Use action verbs like “Save”, “Find”, “Get”, “Shop”, “See”, and ”Take” in the ad description. Better to tell your ad readers what to do. Even better, make the first word in the text an action word.
- Create a Sense of Urgency: Having a sense of urgency in the ad can make the reader act more quickly if they feel like they need to act right away. Use words like “Now” and “Before”.
- Free is Good Thing: If you can use it in some fashion, “Free” has consistently been shown to boost clicks in studies.
- Capitalize Every Word (almost): Capitalizing every word in the ad seems to boost click-through-rates (CTR). Its an old adage that works. However, I don’t recommend capitalizing such words as “and”, “for”, “of” or “in”.
- Showcase your Strengths: If you have a lot of competitors, make notice of your strengths. Include such terms as “Top “, “Most”, “Max”, “Latest” or “Newest”. Doing so can set your ads apart and make them more attractive.
- Symbols: Symbols such as dollar signs and trademark symbols can help your ad stand out.
- Authoritative terms: Use terms that sound similar to what an established entity would use such as “Official”, “Direct”, and “Complete”. These terms imply that a firm may be more reputable and a reader may be more inclined to click on these ads versus an obvious attempt to grab the reader.
- Short Words: Because you don’t have a lot space and because nobody reads more than few words in an ad anyway, you need to get the message off quickly and concisely.
Using the tips above, you should see the CTR performance in your ads improve.
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in Beacon Events, Beacon News, Beacon Team, Branding, Email Marketing, Google Analytics, Pay-Per-Click, Search Engine Optimization, Social Media Marketing, Web Marketing
We are excited to attend the upcoming IRCE Conference in Chicago. The 8th annual Internet Retailer Conference and Exhibitions is expected to bring in more than 7,500 e-retailing executives who are going to learn the latest practices and tools for connecting with the 21st Century consumer. There will be over 175 speakers and 100 separate sessions all talking about such topics as boosting conversions and profitability, e-marketing, social media, mobile commerce, web merchandising, improving back-end operations, and much more.
Beacon will be exhibiting in booth #313 at the conference and offering free 20 minute one-on-one consults with Brad Henry, Beacon’s Director of Digital Strategy. If you are experiencing declining or stalling results, are seeing your search engine rankings slip, want more conversions from your website, feel your PPC is getting to expensive to justify or not sure what to do with social media, we’d like to help answer your questions using our proven SMAART approach for digital marketing.
Please register here to reserve your spot today! Once we receive your request, we’ll be in touch with your confirmed time and location for your consultation. We will also include instructions on how you can prepare so you can get the most out of your meeting.
Brad Henry is a 10-year veteran of web marketing and drives Beacon Technologies’ unique SMAART Approach in providing ROI-based digital marketing strategies and consultation to corporations across the country. He directs a large team of marketing specialists to grow businesses via custom developed strategic plans and by leveraging Beacon’s other in-house IT strengths (development, hosting). Brad holds a B.S. in Business Administration (Marketing) from the University of North Carolina – Charlotte. He also speaks at conferences and is one of the most active contributors on the Google Analytics Partner Forum over the last 6 years.
Brad’s primary objective is to help you get more from your website and web marketing initiatives by giving you actionable takeaways. To make best use of this time, he will initially focus on your main areas of concern before providing insights and feedback relative to Analytics, SEO, PPC, Social Media and/or email – as time permits.
Tags: google analytics, Web Marketing
Posted in Beacon Events, Beacon News, Beacon Team, Branding, Email Marketing, Google Analytics, Pay-Per-Click, Search Engine Optimization, Social Media Marketing, Web Marketing | No Comments »
in Pay-Per-Click, Search Engines
I recently came across an article talking about the new Wordstream PPC Grader. Of course my curious self had to go try it out and I’m happy to report this tool offers a lot of insight into your Adwords Campaigns.
(Not to bad of a score if I do say so myself)
Here is some of the great info you can learn from this tool:
1. Wasted Spending on Negative Keywords – Luckily my wasted spend wasn’t to high but knowing there still was some tells me I need to go in and add some more negative keywords so I can get the number closer to $0.
2. Quality Score – Here is let’s you know if you scores are below average, average or above average. It also give you an estimate of how much money can be saved by improving your score a point. Example from my report: “By improving your Quality Score by 1.1, you can save $112.28, or get 35more clicks / month.”
3. Click Through Rate (CTR) – This section of the report shows you the average CTR curve and where you lie on it. It also gives you an estimate of how many clicks you can expect to get by increasing your CTR. Example pulled from report: “If you increased your CTR to 4.41%, you could expect 11 more clicks or 1more conversions a month.”
4. Activity Time – This part of the report doesn’t offer much insight although it is nice to see how where you rank among others when it comes to time spent updating campaigns. I ranked in the 87th percentile for this client and got this message “You’re actively devoting time to working on your account — this is good news for your campaigns!”
5. Long Tail Keyword Optimization - We all know long tail keywords are great because they are more specific and most of the time offer high conversion rates. This section of the report let’s you know where you stand with your targeted keywords and how you rank among competitors. As you can see from the image, my campaigns use a lot of 3+ words and I rank pretty well.
6. Ad Text Optimization – This section I found very helpful because of the visual it gives for your worst text ad and your best. Here I can compare the two in order to figure out why the worst one is performing so bad. As you can see from the image below, I’m doing pretty well with my text ads.
7. Landing Page Optimization – Here you can see how you compare to your competitors when it comes to the amount of landing pages you are sending traffic too. It’s best practice to have targeted landing pages for each ad group so that you’re sending people directly to the information they want to see rather than just sending them to any page on your site. Here I learned that my competitors have double the amount of landing pages I do and I need to step up my game in order to match them.
8. PPC Best Practices – This is the last part to the report and it gives you a Pass (thumbs up) or Fail (thumbs down) grade on each of the best practices experts have defined in order to have a successful PPC campaign.
I was really impressed with this tool and it’s ease of use as well as the great information it has given me. There’s no reason you shouldn’t give it a try considering it’s Free! So go here and check it out!
Tags: PPC, PPC Grader
Posted in Pay-Per-Click, Search Engines | No Comments »
in Pay-Per-Click, Search Engine Optimization, Web Marketing
We talk a lot about individual aspects of SEO and PPC, i.e. tactics. We focus on best practices and offer some tips that we have learned through our own experiences/expertise. However, to the best of my knowledge, this blog has never discussed the differences in overall strategy that should be taken in using PPC vs. SEO. That they would be different may make inherent sense, but you will find that many marketers apply the same strategy to these two formats viewing them simply as different channels under the internet umbrella.
While there are exceptions, I typically recommend campaigns for both PPC and SEO to all of my clients. There are benefits to be found exclusively in each to help the client reach almost any web-based goals. However, that does not mean that I take the same strategy with both methodologies. There are some fundamental differences that need to be observed with how each works and who is being targeted that affect how I go about tackling those systems.
For search engine optimization, the over-simplified strategy is to optimize the on-site content so that Google & Bing (and other engines to a lesser degree) will rank the site for terms that customers may be searching. This includes specific product, service, and category pages – as well as peripheral terms that may be related to that content. I am often willing to take a “shotgun” approach to SEO by tackling as many phrases that will rank as possible. Even if this brings in some irrelevant traffic with a lower conversion rate, the raw number of conversions should increase as some users are searching along these lines. There is no added cost per user beyond the time spent to create the ranking content. For example, if I want to bring in users who are searching for steel containment tanks, I would like to rank high for the phrase “steel tanks.” Now, this might also bring many users who are searching for army tanks, but so long as some of the users are searching for holding tanks, I would likely see a positive return on investment. The tactics taken to achieve good organic results are discussed extensively in a number of SEO related articles on this blog.
For PPC, the strategy needs to be much more targeted. Each visitor who arrives via PPC costs the provider just a little bit extra. If PPC ads bring in large quantities of irrelevant/low converting users, this will likely result in a poor return on investment. Using the previous example, I do not want to target the broad phrase “steel tanks” for PPC ads as they are expensive and a bit of a crapshoot as to how relevant the incoming traffic will be. Compared to the shotgun for SEO, I want to use more of a sniper rival for PPC. ROI on PPC can be terrific, but it will always be highest for the most relevant users. I will want to use phrase (e.g. “steel storage tanks”), exact (e.g. [steel containment tanks]), and negative match (e.g. steel tanks –army) terms to best filter where my ads are shown. That is not to say that you need to limit volume, only focus on that which is most likely to convert and work from there. The Beacon blog contains a number of posts to discuss best practices in creating ads and the types of phrases that are most worthy of focus.
While I hate the word “synergy” (it is often used in situations where it is completely unachievable – i.e. business mergers), there is something to be said for PPC and SEO feeding off of each other. They help create exposure and enhance the user experience to the point where they produce better results together than the sums of what either could achieve alone. Just take heed to ensure that you are using a strategy specifically tailored for that aspect of web marketing as opposed to just sectioning out the same strategy across different channels.
Tags: PPC, seo, strategy, synergy, Web Marketing
Posted in Pay-Per-Click, Search Engine Optimization, Web Marketing | 1 Comment »
in Branding, Pay-Per-Click, Search Engine Optimization, Social Media Marketing, Web Marketing
I want to use this first entry to give you a quick introduction of myself. I want you to feel like you’ve known me for a while when you read my postings. I also want to develop what I like to call a “web relationship” with you. What I mean by “web relationship” is that I want you to enjoy reading what I have to say and hopefully continue to come back! I also hope not only will you just read what I’m posting but share it with others too and especially comment and give me your thoughts!
Career Past: Before coming on board at Beacon, I worked for a Top 100 Internet Retailer as a web marketing specialist. While there I was responsible for social media, email content, banner ads, certain IT responsibilities related to the Oracle software we were using (i.e. SQL, Product Data, Server Management), Sales for Categories/Affiliate Stores, Managed a few Paid Advertising Accounts (i.e. Working with the client to get banners onto the homepage, posting hot deals, getting them into emails, etc.), and the list could go on but I will just sum it up by saying Marketing on the web portal of this company. Now I know you’re wondering what made me leave this big company. Well let’s just leave it at personal reasons and a determination to find a company that would foster growth and continual learning.
Career Present: Obviously, I am now a Web Marketing Analyst for Beacon and thoroughly look forward to all the great things I will learn and accomplish here. I’ve been here for a week now and solely focused on becoming well acclimated to GA as well as starting to get to know the clients I will be managing. While I had basic knowledge of GA and what you could learn from it, I had no idea how much information could be gained and the depth of it. There is an overabundance of information that can be gained if you just spend the time to look into the different reports. Not to mention, I love that you can set up “goals” and have them tracked to see if people are accomplishing what you want them to on your site. Coming in I had basic knowledge of SEO but now I’m seeing it’s a world within itself and can be a little overwhelming. I feel like this is an area I need to spend a little time on so I can have a better grasp of it. I know a lot goes into getting websites ranked higher but I had no idea there were so many ways to do it. With all that said, I am looking forward to this new chapter in my career and hoping it’s a long standing one with Beacon!
Personal Background: While I don’t want to give away too much information here I do want to share with you who Ashley is. I was born and raised in from Oldsmar, FL but moved to Greensboro, NC at the start of high school. I graduated from UNCG with a Business Degree and concentration in Marketing. I’ve spent most of my working years in the furniture industry but after graduating switched career paths and began doing Web Marketing. Apart from working, I am the mother to a wonderful 9 year old boy whom I spend most of my time with. We live in the country on a horse farm and spend a lot of time just doing farm chores. I have 3 of my own personal horses, I board a friend’s horse, and I also train horses when time allows. Along with horseback riding, I also love traveling, riding 4 wheelers, wakeboarding, spending time with family, and hanging out with friends.
So there is a little bit of information on myself. I’m very excited about beginning a career here at Beacon and look forward to everything it has in store for me! TTYS
Lots of <3,
Tags: Ashley Agee, beacon technologies, Web Marketing
Posted in Branding, Pay-Per-Click, Search Engine Optimization, Social Media Marketing, Web Marketing | No Comments »
in Branding, Google Analytics, Pay-Per-Click, Web Marketing
Week 9 was good. I spent this week really diving into marketing Beacon. The bulk of what I did this week involved making sure things were up to date or set up correctly. I ensured that the local listings for Beacon were correct in directories like Google Places, Yahoo! Local, and Bing Local. Once I was done with that, I worked on setting on some goal funnels in GA to track conversions for Beacon’s contact form. I set up the funnel to track if the contact form was filled out from a specific page. The other updating I did was related to the special offer page for the current promotion Beacon will be running. This didn’t involve creating anything on the page, but rather making sure links worked correctly on the page and that links from other pages pointed to the correct special offer page.
Along with that work, I spent a large amount of time working on a PPC campaign for the special offer. This was really fun. I got to manipulate the keywords for ad groups within the campaign to try to ensure that the ads were associated with the right keywords to improve the quality score of the keywords. The better the quality score, the more likely the ad will appear in related searches. There were close to 20 ad groups that I focused on for this campaign. After looking over the previous statistics, I tweaked the copy of the ads for each ad group to hopefully be more effective. I also wrote one or two new ads for each ad group. If you don’t know already, the ads have a limited number of characters for each line. There are four lines in each ad. The headline, line 1, line 2, and the display URL. The headline and the limits you to 25 characters and the other three lines limit you to 35 characters each. Here is an example to help visualize what I had to work with.
This equals 25 characters
This is the length of 35 characters
Here is a new set of 35 characters.
It seems like it would be easy to get your point across in that amount of space since you have 70 characters for the “meat” of the “sandwich”, but considering my second line was a predetermined mentioning of the special offer, I really only had 35 characters to deliver the message. I was able to make the headline whatever I wanted to help get the message out there. Also, the display URL can more or less be whatever you want. It doesn’t have to be a valid URL. It is meant to help convince people to click on the ad. The ad is pointing to a real URL of your choosing in the background.
In addition to writing and editing ads, I was given the freedom to determine the best geographical area to target with the ads, I was able to give input on the daily budget of the campaign, and I got to learn about and set up some A/B testing within the campaign. A/B testing is where you run two almost identical ads or websites or etc. and see which outperforms the other. Once you get enough data you stop the less effective one and move on to testing the winner versus another small change. Hopefully I’ll be able to see some results before the end of my internship. If not I’ll have to check back in to find out how it’s going.
Tags: A/B testing, adwords, google analytics, localization, PPC
Posted in Branding, Google Analytics, Pay-Per-Click, Web Marketing | No Comments »