Tag Archives: PPC

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.

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.

How To Do PPC Call Tracking?

PPC Call Tracking

It’s difficult to imagine a business that do not want to receive phone calls from customers. Big e-commerce brands like Amazon do not like getting calls, however, they are the exception rather than the rule. As a business, even though you don’t sell products over the phone, still you would be happy to receive calls from people who are interested in your product and business. These calls are not ordinary calls, but a direct approach of potential customers who want to buy products from you.

The success of PPC campaign usually measured on the basis of online conversions like lead form fills, sales, email sign ups, and also video views. However, for some of the businesses, their majority of conversion actions take place on the phone only. In the world of B2B, specifically, phone calls are the bread and butter of online advertisers. As nobody would prefer to buy a seven figure business system on the web. Customers usually won’t buy it on the phone, however, they would definitely make calls to ask their queries related to the product and start the purchasing process. People who first call are usually further down the sales funnel, those who fill up the online form are likely in the early stages of finding a suitable purchase and not ready to talk to a sales executive.

Earlier, it was impossible to do call tracking in PPC. Businesses could track it either by creating a special landing pages or entirely new website, with varied phone numbers, or rely on call center executives for the details of callers. Both the tracking techniques are error-prone and unreliable.

In the past few years, the call tracking has developed to a precise science and now, businesses can track the phone calls down to the keyword level. Want to know, how? Check out following call tracking options exclusively for PPC advertisers.

Call Extensions –

Google as well as Bing, both the search engines offer call extension option to advertisers. They are easy and free to set up. Just visit, call extensions in Google AdWord control panel, go to Ad Extensions and choose Call Extensions. Click on the +Extension button and follow the prompts. Google permits you to use your own number or use Google forwarding number.

Experts recommend to use Google forwarding numbers, as you will receive reporting data within AdWords informing you which ad groups and campaigns collected calls. With regards to Bing, the call extension set up process is similar to Google. Go to AdExtensions tab, select “Call Extensions”, and decide on which form of extension you want, Bing provides an option the to display a local number or toll-free number., which Google provides too. For local business, utilizing a local number might develop your response rate.

The limitation of call extensions is, they only track calls coming through ad text. Once a user reaches to your website, you can’t track them through call extensions.

Third Party Call Tracking Providers –

This is a gold standard call tracking technique, which you can use with the help of a call tracking provider only. Call tracking providers serve you all the website features such as call conversions with the additional bonus of tracking not just all of your calls coming through PPC, but calls generated from various other marketing mediums as well.

Majority of call tracking providers give dynamic phone numbers. Advertisers are allotted with a lot of numbers, which correspond to a marketing campaign. By using a snippet of JavaScript code & URL parameters, the call tracking solution seeks for a phone number on the landing page, and exchange it with a dynamically created number from the number bank. Then the service can either report on the ad group, source and keyword driving calls. They will also track the originating phone number, call duration, time of call – essential data for advertisers.

Website Call Conversions –

Just recently, Google introduced Website Call conversions that allows the dynamic insertion of a phone number on the website that too for free. Earlier, dynamic phone number insertion was available just through call tracking providers, so Google providing this feature for free is a huge deal for advertisers. Website call conversions work bit advance than call extensions by tracking calls through the landing pages, down to the keyword level.

The limitation with website, call conversions is, it can only track PPC traffic through Google AdWords. If you want to get details on calls through other sources, you will have to use a call tracking provider.

13 Valuable Free Paid Search Resources

Free Paid Search Resources

It’s always difficult to be a beginner, as one doesn’t understand from where to begin with, where to go to seek help and what to learn. To support such beginners, here we have come up with the list of suggested conferences and resources.

1.      Google AdWords Help Center –

Google AdWords Help Center works as a strong support center and guides you with your PPC activity. Google grabs every chance to speed up your AdWords action. Just visit Google AdWords Help Center and find out the ways of successful AdWords campaign.

2.      Search Engine Land PPC Academy –

The SEL PPC Academy offers an abundant collection of PPC education resources, beginning with PPC basics and concluding with an exam. The only drawback of this course is, it has got created in 2010; hence there are chances that some of the information might not be valid anymore, however, still it is a good place to begin with your PPC campaign.

3.      PPC University –

It is a great in-depth university that carries an enormous collection of PPC resources and has well-structured sections for intermediate, advanced, and beginner PPC users.

4.      Certified Knowledge –

Join Certified Knowledge membership and get access of +150 helpful AdWords video lessons and a variety of useful PPC tools. Just take a free 7 days trial and enjoy the learning.

5.      Twitter Business Center –

Twitter provides a lot of valuable information for business, which desire to learn twitter in depth. Whether you require a recap of twitter basics or want to know about the twitter paid ad, business center shares knowledge about everything related to twitter.

6.      LinkedIn Ads –

Are you interested in exploring the LinkdIn ads? If yes, then start checking the LinkdIn Ads Playbook, official ebooks, and LinkedIn Ads optimization through LinkedIn Ad Resources. There you will also find a set of FAQs and case studies.

7.      #PPCChat On Twitter –

Twitter holds a weekly Twitter chat called as a #PPCChat that collates numerous PPC experts and online marketers from throughout the world. The chat happens to every Tuesday @12PM EST, where participants can discuss on the various PPC related topics, however, use of #PPCChat is must. Under #PPCChat, people share their knowledge, debate on various topics, in short they enlighten and educate the whole PPC community.  People use the hashtag throughout the week and share their queries, blog posts, and latest information and PPC news.

8.      Bing Ads –

Bing offers a brilliant collection of PPC learning resources for people who are just entering into PPC. Undoubtedly, these learning resources contain a lot of material talking over Bing Ads; however, there is good general information too.

9.      Perry Marshall –

Don’t forget to check Perry Marshall’s e-course, if you want to get success in Google AdWords. Just sign in and start pursuing this online course through delivery emails. The e-course carries suggested tools; Google AdWords cheat sheet and a lot more great information.

10. Paid Search Info –

HubSpot Academy gives basic advice over the paid search greenhorns.  Know how to open an AdWords account and launch a campaign with video training and guides. Some of the content is particularly useful for existing HubSpot customers, whereas the rest of the other content will be useful for everyone.

11. Beyond The Paid –

It’s a Melissa Machey’s blog. It is not just a blog but also an amazing PPC resource that you would like to check. The PPC strategy section of the blog has brilliant insights for newcomers and advanced users.

12. AdWords On Twitter –

If you have a query or issue and need help from AdWords immediately then tweet your query to the official AdWords channel get the answer from Google’s AdWords team. They stay available on weekdays, between 9am – 8pm. You can use this online free resource, whenever you need it.

13. PPC Hero –

It is an extensively respected resource that covers all the things related to PPC. Visit their blog; check the Basic PPC strategies section, it will definitely help you with all your PPC queries.