Tag Archives: Pay Per Click

PPC Automation Strategies For Retail Search Advertising

Pay Per Click

As an era of retail text ads is changing, retailers with large product catalogues or prominent investments in PPC channels know it can be hard to stay ahead of the channel management. With so many concurrent campaigns and a range of products, it becomes less genuine to devote the product-level attention that each SKU deserves.

From supporting retailers with their advertising strategy to staying ahead in competition, PPC automation is used for various purposes, containing –

Alerts – keywords, ad groups, low-performing campaigns

Reporting – KPIs, custom metrics, and metrics

Advanced Optimizations – Stop low-performing creative, optimize for custom metrics

Recurring Tasks – Ad creation, ad copy: inventory, sales, pricing

PPC automation types include AdWords, automated rules, AdWords only platforms, AdWords scripts, and enterprise cross-channel bid platform. The variant ways retailers can control bid automation strategies include –

Custom Rules & Algorithms –

While, these might be considered as ‘less-refined data algorithms, “they will provide more freedom for customization and are available to outer data sources, like stock info, weather data and much more.

AdWords’ Existing Automation Features –

Automatic bidding is the easiest AdWords bidding strategy. There are a lot of automation tools available in AdWords, which can increase CPC, target CPA, target search page location, target ROAS, and maximize clicks.

Use offline conversion data for bidding –

Retailers can post offline conversion data directly in AdWords and adjust bids based on offline data. It is handy for retail shops and lead generation with longer buying cycles.

Build up your own algorithms and rules with AdWords Scripts –

Retailers can use sheets to save historical data on Google Drive, or host the data in .txt or .csv on their server. This data can be utilized to inform actions on bids and schedule weekly or daily adjustments, depends on volume of traffic and keywords.

Even though technology drives efficacy in a well-planned campaign strategy, it does not build a well-organized campaign strategy. In simple words, you do not want to depend on automation along against your competitors and believe to win, however you must know how to control automated technology to boost your bidding strategy.

Mistakes To Avoid While Managing Paid Search

Mistakes to avoid in paid search

Whenever it comes to Paid Search or PPC, there are a lot of things which we should do, must do and not to do. Yes, what you read is correct. There are few things which we are not supposed to do. If you have managed paid search campaigns, then you must know, every now and there we skip the obvious. A slight overlook, miscommunication with a team, or trying too may many things at one time can cause major damage or pricey errors. Hence, there are few must avoid things and suggestions!

Don’t try to fit one size for all –

Don’t assume that a strategy worked for one paid search campaign will work similarly for another campaign. When taking over an existing account, it is essential to take care of few things. You look at the opportunities for optimization and expect that the things, which worked for other accounts will work for the new account.

What should be done – Understand the history of your new account – collect as much as possible information from the former owner. Analyze the change in the history and analytics before you make the changes.

Don’t overlook the negatives –

Negative keywords are major elements of any paid search campaign. Negative keywords can assure you that you are not spending on keywords that are negative or irrelevant. E.g. if you are dealing with pizza restaurant and you are concentrating on a phrase or a modified broad match type that means you don’t want to show up your ad for phrases relevant to fast food restaurant.

What should be done –

Whenever you will launch a new account, ad group or campaign, make sure you integrate negative keywords. Put it as a review point in your launch checklist and confirm it during your final QA process. When including negatives, go through the keywords that you are bidding on through a search – you might find that there are several meanings for your terms.

Don’t take off your eyes from the ball –

It usually happens with all of us, especially during those days when we are busy handling other accounts and forget to find that change we made last night. And you see that change you made last night impacted in your daily budget being expended by noon.

What should be done – it should be your first priority to check your accounts in the morning. Check your daily spends and make sure it is on target, your budget is wandering where it should be and any recent moderation should not have any kind of negative effect.

Don’t skip the budgets –

You might have a client with a budget, whose budget changes on daily or monthly basis. And when you are handling multiple accounts, it can be difficult keeping up with which client is expensing what amount for a particular day or month.

What should be done – Generating a pacing report is important, especially when you are managing more than one client. By keeping a track of the number of days remaining in the month, you can see whether you are standing ahead or behind the target and can modify accordingly so you can manage the budget.

4 Essential Parts Of Online Marketing Campaigns

Important Elements Of Online Marketing

Being an entrepreneur, it’s very important to have a strong marketing plan for the services or products of their own brands.  Hence, majority of businesses are continually working on finding new ways to create brand awareness, aspiring to connect with new customers and strengthening the relationships with existing ones to ultimately obtain a loyal following.

You may have already experimented with some kind of marketing mediums that include print, TV, and radio, however you have missed out on the current online marketing tools. Online is a new marketing world, where you can reach out to the exact audience without losing the path and convey your marketing message. There are varied ways to market your business online; however, your online marketing plan will be incomplete without following important elements. Below listed elements are interconnected and therefore together they accomplish the marketing goals like website traffic, brand visibility and revenue you would like to earn.

 

Web Designing –

In the current trend, there is no question about the essentiality of businesses holding a strong online presence and having a well-developed website is a first thing to do. If you are an entrepreneur who considers the site design as an essential aspect of online marketing efforts then you are right. Any content and advertising that is circulated online will ultimately direct the consumers to your website hence, making it the foundation of your whole campaign. Websites should be user-friendly and attractive enough to pull visitors, a mobile responsive design and equipped with optimization techniques.

 

SEO (Search Engine Optimization) –

Search Engine Optimization is intended to help businesses to grab higher ranking in search engines like Google, Yahoo and Bing. Without SEO, there is possibility that your business will be lost in the crowd of billions of websites. We all know while using search engines to search something, the majority of time after checking first and second page, we don’t move ahead check rest hence, if your company doesn’t rank on the top position, you are likely to lose a bit of website traffic and profit. Having a well-optimized website makes a big impact on your overall online marketing strategy.

 

Social Media –

Incorporating social media into your online marketing plan adds a great value, especially because its free and even a small advertising budget can work here. Around the world, millions of people are engaged on different social media platforms, hence building active and updated business profile can build a strong path for you to reach out to your target customer. Social media does not just allows you to share the information about your products, brands or services through images, tweets, posts and videos, however, it also gives you the chance to build strong genuine bond with consumers.

 

PPC (Pay-Per-Click) –

Earlier, running few commercials, advertising through local newspaper were sufficient enough to promote the business. However, world’s majority of the population uses the internet to know current news, shop and see videos of their favorite shows. This is where PPC pay-per-click banner advertising comes into the picture. Having pop ups of company offerings on search engines and a wide collection of websites repeatedly helps to get brand recognition and appear in front of consumers who actually want to buy kind of service or product you offer. PPC helps to enhance the conversion rate.

 

 

Don’t Ruin Your PPC Performance With A Bad Website

Improve Website For Good PPC Performance

Pay Per Click/ PPC isn’t just about running Bing ads or Google AdWords, establishing an account and receiving a flood of dollars. There is a lot of more than that. Bid adjustments, ad copy testing, keyword select etc. all play an essential part in the success rate of PPC; however, there is one common piece that rapidly gets ignored is the last thing a genuine customer sees most in the website.

Conversion Rate Optimization has been a buzzing topic over the last few years. There are blog posts and testing tools describing the importance of landing pages and the topic is being discussed widely at industry conferences. Even after knowing it, there are many websites who have yet to use any form of conversion rate optimization tools. However, having the tools in place is not enough. With online shoppers being tech savvy with a growing year and new targeting tools coming from the engines, which don’t depend on your keywords research skills, a well-equipped website is becoming a most important part of PPC success.

Savvy Shoppers –

In the current era, consumers are giving much preference to safe and reliable online shopping. In spite of roaming around the markets and carrying bulky bags, putting credit card and personal information is easier and convenient. However, just because people are willing to shop online, doesn’t mean they are ready to buy it from anyone.

Trust –

Shoppers are very skeptical about sharing their personal info online. Hence, if your website is dealing with children’s backpack product then at first website visit they might not find you trustworthy.  Do some major changes in your website, tone down your website colors and put some actual trust signs on the site. Put in customer reviews, trust seals, mentions in the media and let customers know that you are trustworthy business they can trust you.

Conversion Rate Optimization –

A well updated and developed website will help you to improve your conversion rate optimization. It is not tough to get some good examples of critiques or range of best practices to get a basic concept of how an interactive landing page can upgrade your PPC performance.

Proximity –

Apart from the trust factor, customers are also less tolerant about website’s treasure hunts to find the exact products they want. If somebody clicks on the ad of Adidas shoes, he or she expects to be taken to a page that has same Adidas shoes and more likewise options. Show customers what they expect and grab them before they lose interest from the products.

4 Reasons To Run A Paid Search Campaign Of Already Successful SEO Strategy

 

Google paid search campaignPaid search and SEO is often considered as mutually restricted. Sometimes, it is just because of the fact that search visibility is already accomplished by SEO, and paid search is observed as unnecessary. Below are the four reasons, which would encourage you to run a paid search campaign, even if you already have a fruitful SEO strategy.

  1. Organic Rankings Are Unstable, Ad Rank are Not

Organic rankings are unstable, one day you will rank in the top five for a high-priority keywords and another day you will be nowhere to be found. With Google’s continues algorithm and user interface updates, organic rankings seem unpredictable and more volatile than ever.

However, this doesn’t happen with AdWords. Once you have the perfect mix of quality score and budget, your ad rank is quite consistent. Paid search campaigns need a good amount of efforts to accomplish the right Ad Rank at the right location, however, you are carrying a far more control on the ranking of your ads than you do on your organic search rankings.

  1. Earn Twice Than Visibility –

The Google search results page comprises huge information; all of them compete for searcher’s attention. Therefore, while being ranked on the first page is good, being ranked twice is much better, specifically if both your ad and organic search ranking are ranked on the top three paid positions and organic positions respectively.

  1. Raise the possibility of conversion –

While escalating traffic to your site, you also enhance the possibilities of conversions.  Combination of paid search and SEO results in rise of conversions as higher as 200%. It is not necessary that every time your conversions will increase by 200%, however, it is logical that they will augment as an impact of higher search visibility and more traffic to your website.

  1. Boost Click-Throughs –

A generic byproduct of rising search visibility is increasing click on your website. Even if clicks are not a parameter of success, they are a per-requisite for conversions.

As per the study conducted by Google, 50% of clicks generated through paid ads, are not exchanged by organic clicks, when the ads are missing and the website has a first place organic search ranking. The study also describes that, as the organic search ranking drops the percentage of clicks not exchanged by the paid ad rise.

3 Must Use AdWords Features For A Smarter Keyword Bidding Strategy

Google Adwords Features

Have you ever set a maximum cost per click for keywords just to check back and speculate how much you should bid?

If yes then now you need not to do so with the following three advanced AdWords features, which you can use to find the lowest cost per click with the highest conversions. Exploring each feature will help you to reduce the costs and raise the conversions for AdWords campaigns.

Conversion Estimates & CPA Forecasting –

The majority of people know the Google Keyword Planner tool very well, however, did you know now you can use it to predict the total conversions and cost per acquisition for your campaigns?

Now you can’t just see the cost per click and impression or search volume for every keyword but you can also see Google’s estimation for your cost per acquisition and in all conversions based over earlier account performance. It is a powerful way to shorten the time to find keywords, which have prominent search volume and that can be obtained at a lower CPA.

To try it, log in to AdWords, first click on the Tools and then on Keywords Planner. Once you reach there, click on ‘Get traffic forecasts for a keywords list’.

Know Your Enemy –

In PPC, if you focus only on your own campaign, you can do decently well, however, if you know your campaign as well as your competitor’s campaigns well then you will be much more successful.  There is just one way through which you can find out who all are working against you, use Google auction insights, it reveals competitors for your keywords. It also showcases what percentage of time your ads will be shown for the keywords you were bidding on and whose ads appear above yours.

Bid Simulator

Bid simulator is most powerful bidding strategy tip that works amazingly. You can find it by clicking on Columns, while searching for keywords within the ad group click on the Columns and then on Customize Columns. Near the middle list you will see ‘Bid simulator’ option, where you can put in new columns for the forecasted number of clicks if you decrease bids by 50%, the estimated number of clicks, if you raise bids by 50% etc.

You can give a tough competition with a better keyword bidding strategy just by using these AdWords features and effective intelligence tools. By leveraging this info you pay just sufficient per click to manage the highest ROI and positions but don’t over pay.

5 Amazingly Practical Reasons To Do PPC In 2015

Why Do PPC In 2015?

The struggle to get visibility in the search results is fierce, that’s the major reason big brands should take a strong step to claim their presence in the online world. Along with search engine optimization, Pay per click can help to capture more space for your brand on the search engine results page. If you haven’t considered PPC much till now then allow us to discuss the reason why you should practice PPC in 2015 be successful?

Five reasons why PPC marketing is worthwhile?

  1. You pay only when an interested person clicks –

One of the prime reasons PPC is so straightforward is because you can actually check where your dollars are going and you just pay when an interested visitor or customer clicks on your ad. This is totally different from traditional offline advertising, where you spend some amount of money on ads and hope that your target market will engage with it, but you don’t really know it or rather can’t measure the effect of it.

  1. You can control the cost by fixing a budget –

With PPC, you can set your specific budget and control the advertising cost. Talking about the budget of pay per click, you can fix a budget as your needs or goals. You can put controls on what you spend daily and it’s easy for you to change it at any time. Setting a limited budget won’t show you great results of course! So everything is depend on how competitive the industry and keywords are.

   3. You can see quick results with PPC –

We very well know what is the importance of organic search traffic for long-term website marketing, but it has a longer cycle to show ROI. PPC can definitely show fast results. You can begin a PPC campaign on Monday and can actually start seeing the results in the form of traffic and conversion from the next day.

   4. You can use PPC for other marketing channels –

Are you searching for a specific keyword or set of keywords to target through SEO, which can convert well for you? PPC can guide you with the same. You can try out the keywords by using PPC for new products or offerings in order to understand the customer demand and response it as early. You can also use PPC to promote oddball events or things, which wouldn’t be suitable for other types of advertising.

   5. You can reach out to your target customer at the right time with the right ad –

Do you want to target a customer located at a specific place at a specific time of the day with particular ad? If yes then you can surely do this. With PPC’s delivery and targeting options with device specific preferences, you can convey specific message to your specific target customer at desired time.

How To Be Good At AdWords Scripting?

Google Adwords Scripting

Adwords scripts offer numerous ways to develop PPC accounts with a clear-cut technique of reshuffling the repetitive tasks. This method frees up the time and allows the formation of advanced automations, which is impossible to apply manually.

If you wish to unchain the full potential of automation then you will have to develop an application based over AdWords API, however it is quite complicated and possibly requires the know-how of a specialist developer. On the other hand, AdWords scripts just require entry-level familiarity with JavaScript and as AdWords itself has programming interface, you can run your 1st script in few minutes.

Online you will find a lot of great resources along with ideas on how AdWords Scripts can be utilized to boost efficiencies and get the best out of an account, beginning with Google’s own examples and tools. Below, we have listed some major points to be awesome at AdWords Scripting!

Automating Big AdWords Accounts –

One of the major limitations of AdWords script we usually face is that they can interact with only 100,000 items, whenever the script runs. Hence, if you are attempting to measure the account quality score for an AdWords account with 150,000 keywords or you have to modify bids for more than 100,000 ad keywords and groups then unfortunately its not possible. The limitation is still there, however now Google has incorporated reporting as a beta feature of AdWords script, and with the help of this you can get almost 100k item limitation.

Keep Scripts Available For People Who Can’t Code –

Whenever you need to create automation that depends on some inputs from a user and you wish to make available to non-coders, you can shift the outputs and inputs in a friendlier UI, just like a Google Spreadsheet and AdWords front-end.

Make The Most Out Of Scripts Prettier –

You can move data from a script to a spreadsheet and utilize it to build a chart, which can be fixed elsewhere. In addition, you can just use dashboards of Cyfe.com, provide them the data and get it arranged in charts. This way you can line up all the data in a right way and do the corrections easily. Moving the data to Cyfe or any other dashboard tools usually needs calling an API endpoint with the data prearranged in JSON.