Break Away from the PPC Figures Routine

PPC Tips

The same metrics and statistics common to PPC analysis may stagnate into the same old, same old. It is important work but looking at the raw data derived from either Google AdWords or Bing Ads can become mind numbing. The routine has to become less tedious.

Every PPC analyst knows the drill. Accounts are checked first thing in the morning. The spends from the day before are analyzed and the daily performance is investigated for any warning signs. This is all routine but some important details may be overlooked. The daily habit can get too common and you should be doing reports that show other types of data, and perhaps trends. There are a few reports you can run which provide both interesting statistics and the kind of analysis which leads to positive results.

The Bing Device Performance Report

Bing respects the mobile and you can run a report using mobile devices only. You would go to the Reports area of a Bing interface where you will see the Device Type capability within the filter dropdown. This permits you to run separate reports for a number of separate device types and you can then combine all the data into one, single report. The report will enable you to better understand the performance of the device when it is used in a given campaign.

What can be incredible is what you might notice if the mobile device is doing better than the desktop. While this does depend on conversion amounts and the business sector of the account, you can make a decision as to whether or not continued use of the desktop is efficient. This simple report can impact the existing campaign and even the account itself.

Check a Week’s Performance on a Daily Basis

The Dimensions Tab of AdWords will allow you to go deeper into your account. The View dropdown permits you to filter by Time; Day of the Week. It means you can see how a given campaign, account, or ad group has performed on a daily basis during the week. The time study will help you find out, not only when consumers are looking for your product, but also those days when they do a conversion. You are able to optimize the use of scarce resources by putting more into favorable days. A simple adjustment, bidding up a bit on Wednesday if it shows high conversion figures, will have a positive impact on CPA and the conversion volume.

Check the Performance of the Hour

You can go into even greater detail and check the hour. This can be done with the Dimensions Tab. You can now determine the time of day your campaign is showing the greatest activity. Combing weekly and hourly figures will show peak performance and those times when remedial action has to be taken. You are able to adjust bid modifiers and even abandon those times when the conversion rate is too low to be bothered with.

Consider Geography Reports

The AdWords Dimensions Tab permits analysis of geographic areas. You can identify important areas of the country which give the volume of conversion you are looking to get. You also have an opportunity to test bid modifiers and perhaps be able to maximize your campaign’s performance. Knowing geography figures allow CPA adjustments per region to be more accurate and deliver the best figures.

Think about all of This

You don’t want to get comfortable with PPC. Complacency does not reward but punishes, and falling into safe routines will only hurt your campaigns and accounts. A more aggressive approach to higher achievement levels will deliver those sales and revenue figures you are looking to have.

The tools are there in Bing and the AdWords Dimension Tab. These take you out of the safe and riskless mind set and jump start real analysis of important data. You will discover campaign decisions begin to produce better results within tight budgets. Adjustments sometimes need to be made but it is necessary to know where these ought to happen. The data analysis of other sources of figures will reduce the overall CPA, increase the volume of conversion and deliver the kind of favorable results you want from your accounts.

Wake Up to A Winning Campaign!

You may not be a morning person and bouncing out of bed is not your idea of waking up. However, business doesn’t wait too long and has to be dealt with. The morning hours, the time before the day gets hectic, are very important minutes in your day. You can take a moment and consider a few ways how to best spend your sunrise time.

  1. Check the News in the PPC Industry.

Things happen overnight in other parts of the world. You should check on any developments which may have arisen. The information you learn about at 7AM may require a response by 9:15 AM. You can be one step ahead of your competition with what you know a few hours earlier.

You don’t have to be scouring thorough the websites, either. You use keywords all the time, so why not employ them in getting the news you need? It is as simple as developing some Google Alerts for major PPC industry keywords. You can have the information sent to your private inbox, develop a filter to send the information to the right folder on Evernote, and you can then check the information easily. You are able to know about what is going on without having to struggle to find the news.

  1. Review the Budget

You have to watch pennies even if you have a large budget. A little use of efficiency technology will help you keep track of things daily. Acquisio will allow you to create a number of accounts and platforms which you can look at from one location. If you are a small to medium sized operation, AdStage is a great place to bring everything under one big PPC budget umbrella. It isn’t that difficult and you can review things while you have your morning coffee.

  1. Monitor Performance

As the staff starts coming into the office, you can check the performance figures (You can do this right after you look at the budget figures). To make it all more efficient, on an every morning basis you need to be looking at:

  • The Conversion Rates;
  • The Average Order Value;
  • Cost/Conversion;
  • Total Revenue Figures.

Check the number in relation to the recent past (yesterday, last week, etc.) and note the changes. This will give you a better idea of where the present is in relation to the past.

  1. Outlier Performance

Where is the high performance being registered and where will you see the substandard performers? These show areas of strength and/or trouble and you need to be cognizant of them. You can check performance at the ad level, keywords, or in the ad group category. It is up to you.

You may wonder why planning your day isn’t mentioned. Actually, you ought to be doing that the night before. It allows you to move that much quicker as the sun shines through the office windows. There are a number of time management software packages you can use. Basecamp is one such tool you can use to prioritize your day. You can go through the emails, alerts, and whatever else can suddenly consume all of your time, and have an idea of how to progress through the day. The best thing about organizing your day is you do not feel as overwhelmed. You have a good idea of what you are going to do and when you intend to do it. Just be sure to allow some flexibility for possible sudden developments.

Morning is ordinarily a quiet time. These few hours are the best time to look at information and to get the day started productively. PPC campaigns can be a real circus of activity and the mayhem can be in full swing by noon. You are better able to handle the action if you start out the morning with what has been mentioned above. Social media advertising can be exciting and it does not have to be terrifying. It is how you make use of the morning minutes which will influence the rest of the day. You should try to avoid total chaos. Make the best use of those waking moments, and you will be better able to handle what comes your way in the afternoon.

You Can Maximize The PPC Ads By Switching Gears

You may have an established business but it might not matter in the Internet marketing world. The qualities which make you stand out: reliability, longevity, and good service are put in your PPC ads but nothing seems to be happening. You can stop scratching your head because you may have made a very common mistake. Your focus is off and you need to switch gears a little

The Customer Must be Center Stage

Your commercial success gives you a great deal of satisfaction and may mean nothing to anyone else. Bragging rights is not always the best advertising strategy, and provides little value in the PPC ads you create.

The customer has to be more important because this buyer guarantees your future. All of the benefits and conveniences you offer this person must take center stage. Those who go roving on the Internet are seeking a means of fulfilling a need. You have to supply a solution and stress it in your copy or you risk losing a shopper. Not having the right message, noting benefits and solutions, is going to cost you a missed click.

Customer Focus Encourages a Purchase

You instinctively engage any customer who walks into your store and insist your sales associates do the same thing. Transfer what you do without hesitation to the PPC ads. Concentrating on the customer causes you to craft the message to the needs of a buyer. This may not mean anything more than information but that is fine. What you share may empower a purchase later on. It can provide additional value in the form of a lead.

This sounds like common sense, doesn’t it? The challenge is that common sense is not commonly used and too many folks forget to target the customer. The AdWords campaign you implement that is highly focused on the customer gets the clicks, lower costs per click, and the great quality score you want to have.

How to Do it Right

Go back to the basics of sales: listen. What is it the customer wants or what does the customer need? The search query itself can do that for you, so you do not even have to ask.

The query inputted into the box is exactly what is being sought. Your search query report is what helps you uncover exactly what the prospective buyer made use of that called up your advertisement. What caused it to happen, product search or information quest, will govern your offer. It will also let you know if there might be a problem with the message if what you offer is not what the customer wants. The query which didn’t deliver the consumer goods can be utilized as a negative keyword.

Narrow In on the Want

You most effective ad will show you can fill the need or be closer to it than any of your competitors. The closer your ad message is to what the customer is looking for, the nearer you are to a successful transaction. Remember the buyer may not be ready right away to make a purchase. They may be more concerned about information but you can make a favorable.

Respond to the Customer

Give a person a reason to click on your ad and at the same time convince them there is no reason not to click on your ad. The support services will help. Being able to get free shipping, allowing for PayPal to be used, and providing opportunities for overnight delivery anywhere are all ways to persuade a person to continue with the transaction.

It might not always be possible to concentrate on the customer but every effort must be made. Your reputation is solidified by the number of successful transactions you can generate. Additionally, your ability to fill needs and give solutions create leads and amazing word of mouth. You already know the world of Internet marketing is a rough patch of ground. Market share and sales volume can go from good to bad in a short period of time. On the other hand, the reverse can happen just as easily. When you focus on the customer with those PPC ads, the clicks and the leads you want will follow close behind.

3 Tricks How You Can Manage Those Competitor Keywords Effectively

Advertising managers are going to have to confront the challenge of competition. The other side is working to cut into your market share and you will find your brand battling against someone else in any Internet search results. Don’t be surprised there is no separation; your ads will be right next to that of your worst rival. That stands to reason as both of you are offering the same product, although with certain differences.

The possibility of bidding on the brand name of a competitor is intriguing and tempting. It offers a chance to possibly have visitors come to you and wander away from the other company. Quality scores can dissolve this pipe dream quickly. A poor quality score might be the consequence of making a bid on the brand of a competitor.  Still, there can be justification to bid on the other company’s brand. It might be used to draw attention to a new product or to take some advantage of confusion between you and the competition. You are certainly able to bid on the other guy’s name brand without sacrificing quality scores or traffic. Here are some ways to do that.

  1. Take a look at Cancel keywords and put a bid on them.

Consumers can become unhappy with product or services. You can capitalize on the dissatisfaction by bidding on whatever keywords these folks use to end the relationship with your competitor. It has been proven time and again the bid on Cancel keywords actually will counter any low quality scores. In fact, the Cancel keywords are able to both send leads and get very nice click-through rates. This is a tactic well suited for you if your business happens to be service oriented.

  1. Capitalize on Misspellings.

That other company may have a brand name which is repeatedly misspelled. Those hard to get right words are fertile grounds for productive bids. The search engines have a difficult time interpreting misspellings and can’t always separate the brand name from something that sounds the same. Lack of clarity can give you ad a better than average opportunity to show up on the search. It can be as simple as the confusion between “Labor (American English) and “Labour” (British English). You can up your chances of success with DKI (Dynamic Key Insertion) and good use of site links.

  1. Make use of Whatever Ammunition You Have.

You will have to have amazing ad copy in order to run a winning competitor campaign on the Internet. The consumer needs to be sold with solid reasons to pick your brand, along with offers too good to pass up.

The deals you offer can clinch the click. Competitor campaigns that don’t have comparable offers from the other side are more than able to capture a crowd. Ad designers love to be creative and smart copy tickles the imagination of a browsing shopper. Creative ad copy also stands a chance to being nicely rewarded. Bing Ads have handed out ad annotations such as the number of followers a brand has on Twitter for the extra effort. You don’t have a say on these ad annotations, so you may or may not get one. But, you are the captain of your ad extensions-don’t hesitate to optimize that! The ad extensions, used properly, will make your ad shine like a star on a dark night on the search page. Granted, the top position on the search page will be important to get the visibility, but good use of ad extensions can seal the deal with capturing searchers.

There are a few serious weapons at your command for these competitor campaigns. Google+ extensions are good and the same is true for callout extensions. Ads with these can grab a consumer and hold attention. No need to stop with those. The basic location or call extensions can get results on the competitor ads. Everyone likes things close by and a walk-in is never out of the question!

It is world of tough competition and you have to keep your game up to the challenge. The competitor ads can develop reliable leads, solid sales figures, and great traffic when optimally used. The buying public should not have to go to a competitor if what you offer is better. Give those shoppers the reason they need to go flocking to you.

How You Can Lose With Google Shopping Campaigns

Change is never as easy as it could be and Google made a switch to Shopping campaigns from Product Listing Ads that some have a hard time adjusting to in marketing and advertising. The benefit of Shopping Campaigns is enormous. You can have images that catch a person’s eye, high class houses and real estate investment opportunities surfacing on a search page, and merchandise which is exactly what a shopper is trying to find, still, the Shopping campaigns do have some unique features which you have to be accustomed to using. Lack of a solid understanding will cause prospective buyers to miss out on your wonderful merchandise. As you prepare your amazing Shopping campaign, keep these simple thoughts in mind.

Traditional use of Keywords.

The time-honored (well, at least in terms of Internet advertising) use of keywords for search campaigns are yesterday’s papers. There was a time when you would add more keywords so that searches were better targeted. Not anymore. The Shopping Campaigns are going to zero in on everything your standard shopping feed has which happens to match a query. For instance, let us suppose you bid on the keyword phrase “king size beds” and you have generated an advertisement directing attention to a given page on your site. Google is going to show the product Google believes is the best possible match for the inputted query.

The difference is that though you once added keywords to focus more on a product, Google Shopping is going to exclude parts of your feed. So, when you design a Google Shopping campaign with all the ad groups you desire, you concentrate on highlighting certain areas of your product feed like a particular product. You also have the option of defaulting to all of the feed.

Winter is just around the corner and maybe you want to push coats. You may have just one Google Shopping campaign and there are no exclusions. Plus, you have gone with a bid that is low and will generally target your product feed to any search query that is appropriate.

You have two options to promote the product: 1) develop a unique product group in the campaign you have or, 2) generate an entirely new campaign. You select the product category you wish to bid up and forget about the rest. You promote the one category and exclude anything and everything else you wish to get picked up by a smaller bid in the general products of your overall campaign. The “Everything Else” selection in All Products is excluded.

Pay Attention to Priority Settings

Priority settings are important and you cannot ignore them. Put things under control by keeping in mind what you are doing. If one campaign is selected to have high priority and another has low emphasis, the high one must take precedence over the low regardless of the bids. Should you set the campaigns at the same priority level, the bid decides.

Priority takes center stage as you direct activity in a general Google Shopping campaign versus a Shopping campaign that is more targeted. If you zero in on some in particular, such as what produces the highest volume of sales and the higher bids, the higher priority is going to assure that those bids get the recognition they deserve. If it happens a given search query does not match any of the targeted, narrow focus, campaigns, it drops back to the bid posted in a low priority campaign which is more general. In any event you get what you wanted from the ads, bids, and the campaigns you have developed.

Sell Your Product

The ultimate objective is to sell you product and get a profit for your efforts. Google Shopping is there to help you be the winner you want to be. It takes adapting to the new and seriously knowing what your priorities are in any given campaign. You quickly discover what Google Shopping is going to be able to do for you and you will win by using it. Some are still going to be hesitant and you cannot afford to be a part of that crowd. Internet marketing takes no prisoners and the timid will usually get left behind. You should let Google Shopping take you to the places you want to go, and leave your competition choking in your dust.

Discover How To Deal With PPC Fraud

It is sad, but fraud is a part of the Internet business world. If you happen to be operating a paid search account you will deal with dishonesty from time to time. Click and conversion fraud are weeds in the garden. Just when you have prepared a sound strategy, firmly planted all the seed for success, bad things happen. Traffic develop problems, you find a sudden increase in expenses and the conversions you once thought were generating good figures start to vanish. Even worse, those conversions were not real at all but leads which weren’t there in the first place. You may be facing a serious case of click fraud.

Fraud is real and happens with both click and conversions. Click fraud is a scam where the ads get clicked repeatedly. An automated system may be doing it and this is a way of drying up your budget. Competition is cut throat and unethical companies will use click fraud to ruin you. It can be pretty sophisticated when these same competitors use the click scam for their AdSense revenues. Keyword quality scores can also look better as the click fraud causes the click through rates to jump on ads. Is there a way to fight back?

Bing and Google will try to help

The big guys know click fraud exists and try to curb it. Bing and Google will use both manual and automated systems to catch and remove dishonest clicks before issues begin to develop. Here are ways they try to do it.

Bing makes use of:

  1. A filtering process that spots the bad clicks and eliminates them;
  2. Employs investigators to monitor the filtering and also due investigations upon request
  3. Punishes unethical companies by removing them and trying to block them.

For its part Google also employs filtering with an automated algorithm. This checks what goes through the AdWords system and catches the bad clicks before your account is debited. There is also manual surveillance to back up the automated filter. You can request an investigation and Google will do that to help expose click fraud behavior. You can take a proactive stance and do some of the work yourself. Tools are provided to help you BingAds and AdWords will assist you in blocking the IP addresses.

If you wish to Block Any IP Addresses Showing Up in Bing:

  • Click the tab which has Settings
  • Scroll down to the bottom of screen to the Advanced Settings.
  • Click the Exclusions option
  • You enter in those websites you want to exclude in the Website Exclusions field. You then use the IP exclusions field to block any of the IP addresses.

Bing goes one step further and allows you to block websites at the ad group level. You can also block all the search partner network from any of your campaigns. This is a little bit more than what you will find is allowed in Google AdWords.

If you would like to block IP addresses in Google:

  • You again click the Settings tab;
  • You scroll down to the bottom of the screen to where it says IP Exclusions and click that on;
  • Click on Edit;
  • You are then able to one IP address per line. In order for you to exclude an address, however, the address has to be static;
  • the final step is to click Save

Dealing with Conversion Fraud

This is not as easy to uncover because the pattern of traffic is completely normal. Anyone who wants to attempt conversion fraud will not want to attract attention by having click volume appear different than the usual. This type of activity is done in the darkness and is not easy to track. The Google Display Network and Bing Search Partner are places for conversion fraud to happen. The only way to really control conversion fraud on either is to perform small network tests and check the traffic to see if it is genuine. It probably is not realistic to think you’ll ever be able to get rid of conversion fraud completely, but you can reduce the damage by being vigilant.

Fraud is not something anyone wants to deal with, but fortunately the search engines do have systems which can help combat it. Don’t hesitate to use IP exclusions because this can keep click fraud in particular from becoming a major problem.

4 Ways To Boost Your PPC Ad Copy & Get The Sale

Ad copy can make or break your PPC campaign. Not being able to bid proactively whenever you need to will cause you to forfeit that number one position whenever you need it the most. Getting the number one spot is no guarantee of additional success. Your copy has to convince a consumer to click on your ad and forget about the others in line. This means the wording has to be just right and the message very compelling. Writing good copy is no walk in the park. However it is not a march through Hell, either. You have to grab the attention of the viewer and not let go of it. Here are some ways you can do that.

Create a Show Stopping Headline for that Ad

You are competing against an army of advertisers who are in the business of selling what you yourself are offering (Don’t think so? Go to the store and count the number of brands of toothpaste). Your headline should stand out from the pack. It has to be original and seize attention. This is a bit of a challenge with Google. You have 25 characters with which to make that headline, so make the most of every letter. A quick way to do this is put the punctuation at the end of the first line. This is a more than clever way to stretch out the headline so that a viewer’s eye is pulled towards the advertisement.

Be Original or Go Home!

After the headline Google is going to give you 70 characters more. The ad copy has got to be original and a crowd pleaser. If you know the population you are dealing with, you can tool the copy to what this group is looking for in their search. To give an example, shoppers the night before Christmas are running all over the Internet looking for the gift they didn’t buy earlier. Work on that need to find something fast; stress the time ticking away and follow that with a price, and further sweeten the deal with a promotion.

Capitalize on Promotions and Sales

Everyone is looking for a good deal and promotions and sales make your products appealing. The ad should stress the promotions and sales you are currently offering. This makes a consumer stop looking elsewhere and looking instead at what you have. You can give some choices: 30% off the price on one offer while another ad will allow for free shipping. The consumer has the fun of deciding which is best. The need for urgency is going to help close the deal. The ad can show an expiration date that pushes the viewer to make a quick decision (Remember the Night before Christmas shopper? A “Promotion Ends at 11:00 PM” message can get that person moving to the shopping cart!). If you can’t get all the information in the ad, be sure it can found in clear view on the landing page. Update the offers and remove any no longer in effect.

Ad Extensions are Part of the Action

Have an ad extension take up as much of the space as you can allow. A site link gets the Internet traveler to other pages on your e-commerce platform that has more stuff the person wants. The site links further increase those lines on the ad.

Don’t overlook location extensions or call extensions. They can be part of the ad copy even if you are not in the top spot on a Search. These little additions encourage a consumer to get in touch with you if they need to do that. Social extension and any review extensions are powerful tools. They add some to your appearance and a Superior review adds luster to your image (By all means highlight your good reviews wherever you can). Call out extensions are valuable additions to any new extension roll out. You get to add another line of text to the ad, allowing you an opportunity to pitch some selling points.

The art of the Ad copy is to make the most out of a small space. The promotions, sales, and extensions allow you to squeeze every drop out of ad exposure. You want that to happen. People on the Internet do not spend a lot of time in one spot. If you can hold their attention just a few seconds more, you may be well on your way to a sale!

Retargeting Can Boost Your PPC Campaign

Internet marketing can be highly effective when it is used properly. There is more to attracting consumer notice than simply posting a banner ad. Prospective buyers need to be reminded and that is the primary motivation behind retargeting.

When you retarget you tag the person who takes a cyber-trip to see what is on your website. The ads that you have on your platform are then shown to the same individual elsewhere. You can get your initial experience working with a remarketing campaign through Google. This is efficient because Google will target those potential buyers who have shown an interest in what you have to offer beforehand. Google also helps setting up the campaign you are trying to get moving. Creating a blueprint for list segmenting is going to make things easier. User behavior is going to be the primary issue, and you can decide to be very specific as far as behavior or be very general as you tag visitors to your site. Here are some possible ways to retarget your PPC campaigns.

Free Trial Users

You offer a free trial from time to time and hope that whoever uses it decides to upgrade to the full product. Ordinarily, you persuade these folks by sending out ads during the time of the trial to remind them about upgrading. You can take any 30 day trial and fine tune it to provide the reminders. Here’s how you can conduct a 30 day campaign in three separate stages, each being 10 days long.

  • Stage I. Sent ad reminders that highlight your brand name to increase recognition;
  • Stage II. This is a learning time. Ads are sent out that emphasize the qualities of the product, make it more appealing to do an upgrade;
  • Stage III. Stress both brand-name and the benefits of upgrading. If the trial user does not do an upgrade within the free period, follow up with a discount as an incentive to any reluctant consumer.

Each stage needs to have its own remarketing list. While you can use the same tag throughout this campaign, change the cookie duration for each stage and do the same for the listing. Once a list is completed you create an ad group for the respective stages. The existing stage would be an included audience while an earlier stage is going to be uses as a negative audience. You also work on any drip marketing campaign with messages that have targeted emphasis.

Work on the Laidback Customer

This is someone who will land on your website, but not do any serious shopping. He or she leaves with an empty shopping cart remaining. Under the banner “Exclusions” you create an ad group of converted users. They serve as a negative audience for the purposes of your campaign. You use low bids since these particular consumers show the least chance of actually converting. At the same time, it’s a chance to send out branding messages to highlight your reputation.

Follow Up on the Unfinished Business Visitor

Life happens even in the middle of a transaction and customers move off your site with a full shopping cart, but have not finished the transaction. You want to get these people back and need to know what ad messages are going to get them to return. The only way to do that is to test the ads. Because you have an interested buyer, you can bid a little bit higher on these advertisements. Make sure that there is a good return on every penny you invest in this.

Retarget the Base

You have a group of loyal customers which you should remind from time to time. These folks are targeted for product upgrades or perhaps across sale on some of the product in your line. The group which is the target population are those who have been on the Confirmation page of your platform. Cookies which have different duration lengths can be used for sending messages at different points in the billing cycle.

Some Useful Tips

  • Don’t be a Pest. People were being retargeted sometimes feel the brand is close behind them wherever they go. That can have a negative reaction if it’s overdone. You should put a cap on the frequency of any reminder. Campaign settings can be done either daily, weekly, or monthly. Use what is best for you.
  • Be sure that the offer in the ad is reflected on the landing page. You are going to look awfully stupid if you send targeted customers to those pages that are not targeted. The consumer needs to go to the landing page which has a sales funnel.
  • What ad is going to be the one that converts the most? An A/B test is what finds out. Make sure that ad rotation allows for good testing.
  • Fresh content. This is the mantra of any Internet marketing and applies to banners. Different messages, different colors, etc. are going to help.

Don’t overlook retargeting because it holds great value for your PPC campaign. Getting people back to the shopping cart, promoting your brand, or getting those important upgrades and subscription renewals are all reasons why retargeting efforts are worth your while.

AdWords Conversions Can Be Tracked with Google Analytics

Conversions are important and you have to be able to track all the sales, email sign ups, and leads. These are very serious measures of success in any marketing campaign you choose to conduct. The AdWords conversion code is frequently used because it is convenient and automatically registers information. You do not have to be married to this, however. There are some alternative means you can consider. Google Analytics is a possibility as a conversions measure in AdWords.

Step One

You begin by establishing goals in Analytics because within its system they are the same as conversions. It will require some configuration since Google Analytics is going to go across an entire site. The good news is that goals are set up free of charge and will help you better understand the behavior of those visiting your site, and the activity on the platform as a whole. Analytics is amazing when it comes to determining what caused certain results to happen. You gain a better grasp of all the activity. Be certain that you have linked your AdWords and Analytics accounts to each other. You can do this under the Admin Tab in Goggle Analytics; the Property section permits AdWords linking. Information sharing will occur between both platforms once the linking process has been performed.

You are then able to start an import procedure within the AdWords account. This is done with the Conversions Tab. It doesn’t get much easier than this. The conversions will move into AdWords and begin to add figures to the conversions column.

Benefits Incurred

Google Analytics code you already have may be used to establish those new goals. You do not have to go through the trouble of creating a new set of conversion codes. The goals will also provide the kind of options ordinary conversions are not able to do for you. The Analytics allow for key performance indicators that are tied to certain activities or actions that result in a positive visit. Information is tracked differently between AdWords and Analytics. The former will tie statistics back to the last click registered, causing some problems in tracking those conversions taking place sometime after the final click is registered.

The best way to explain this is if a person goes looking for the product you are offering and clicks an advertisement. The transaction may not happen right away and the consumer will favor the page and then give the purchase possibility some thought for a couple of days. Later on that same user brings up the page again and makes the final purchase. The problem is the conversion in AdWords goes back to when that last click occurred. It doesn’t happen with Analytics. Instead, when the purchase is finalized when the conversion is noted. The result is that when you compare AdWords and Analytics you get some very different information about the conversions.

Problems That Crop Up

Google Analytics are great, but you have to be careful whenever you decide to import the goals. Take care that you do not accidentally count AdWords conversions in the tally. If you are tracking an individual activity, perhaps a sale or a lead, you can easily double the number of conversions unless you are careful. This can happen because AdWords will note the activity and then do this again when it is imported by Analytics into AdWords. It means the same thing is counted twice and that has to be avoided. There can be a delay of one three days from the goal information arriving in AdWords. It means that you shouldn’t be surprised if no conversions happen the day before; it will not be reported until later.

All of this is to remind you that there is not a one size fits all approach to conversion tracking. Google Analytics does offer some advantages as far as efficiency is concerned. Being able to understand the behavior of consumers is something that Google Analytics offers. That can be extremely important for any retailer who is trying to estimate the mood of the buyer. Seasonal buying periods such as Christmas can be nerve-racking for anybody in the retail industry. Getting a better understanding of how and why conversions happen can take a lot of the guesswork out.

Moving A PPC Account

Anyone who deals with a PPC account will someday be involved with an internal transition. It may appear to be a windfall since all groundwork was done by somebody else, but you should not expect this is going to be an easy task. Every now and then such a change is complex with its own set of challenges. Transitions are not all going to be identical, but there is a way to accomplish the transition without a painful process. What you have to do is going depend on the situation.

Establish Communication Immediately

You would hope that an account transition is a piece of cake and there are contented clients and highly competent account managers. It is a nice thought but it might be a major fantasy. The account you inherit may be one with a past which was full of frustration and goals not met. You will have to convince an unhappy client the bad experiences are all in the past, and the future is bright without any of the old mistakes.

Direct communication is going to be highly important. Whether it is a telephone call or face-to-face conversation, you have to be in touch with an unhappy client. Find out what the problems were and ask some open questions, allowing the client to share the difficulties with you. These inquiries can include asking about goals and if there was a misunderstanding or target simply not met. You should also explore the communication problems, if any, which existed. Listening is going to be extremely important. Permit the client to get all the frustration off his or her chest. The meeting should finish with you summarizing all of the concerns about past performance, assuring the client the new account manager is going to do better, and ask for suggestions on how to make things better. Soliciting input is a very important way to change the client’s attitude to a favorable one.

The Vanishing Account Manager

It happens that accounts are moved because the former account manager has up and left. Worse still, the information of the account is gone with no clue of where it might be. You have the task of assuring the client you have a good perception of the account and there will be no problems with the new account manager.

You have to start digging for the facts. Your first is to check with anyone in the company that knows the client and ask for any insights. Hopefully, that internal contact may know something about the strategies, challenges and objectives of the account. With what information you get you begin to analyze the account and try to get a sense of what is and has been going on.

You will once again contact the client and arrange for a conversation. The purpose will be to find out what was successful in what was not in the past. While you should prepare some formal questions be ready to ask even more in the meeting. You are not only finding out more information that way, you are also letting the client know you are vitally interested in the workings of the account.

The Last Conversation

It is better when the previous account manager lets people know he or she is leaving. However, in the final days that same person is not available for any conversations about the account. You have to have information to keep things running smoothly.

You need to be a persistent. You have to get that account manager into a conversation about the account before the final day. You would do that by sending a meeting invite to the old manager and send a copy to that person’s superior. It is a tactful way of letting the departing person know how important the meeting is to the account. It furthermore lets a superior know how crucial such a conversation is to the company (the superior may get involved in arranging that meeting as a consequence). Be sure to ask good questions and take copious notes. Get as much information as you can before that person walks out the door for the last time.

You have control over the transition. It can be easy or traumatic depending on your involvement. Make it a priority to get as much information as possible and establish immediate communication with the client. It will save you an enormous amount of grief later on.