Don’t let Mistakes Derail Your Mobile Advertising

The last 18 months have shown a significant increase in the use of mobile devices as the medium for shopping. Smart phones and tablets can be found in almost everyone’s pocket or purse. They fit in well with a very active lifestyle of today’s buying public, and are a fantastic opportunity for marketing. It is conceivable a person can do shopping while sitting on a park bench; there is no need to go home and place an order on a PC or laptop. Yet, this is a new field for many markets. PPC advertisers unfortunately make beginner mistakes, which cost both time and money. There are a number of obvious mistakes which happen and these can all be remedied very quickly. If you keep them in mind you remove a lot of obstacles to your mobile sales revenue.

The Telephone is dead.

This has nothing to do with your connection and a lot to do with incoming phone calls. Those calls to you are some of the best leads you could hope for, because the caller is someone with an interest in what you are selling. If you are not getting any or only a few, there is a problem.

Mobile ads are a great way to encourage those incoming calls. The mobile device permits an enormous opportunity you should take advantage of. You can have a click to call feature which encourages someone to use their smart phone immediately. The chance to have those immediate conversions should not be ignored. You can make it extremely easy for any buyer, and you ought to be following the telephone calls. Call rates will help you determine whether or not you are getting the type of volume you need, and Google AdWords will provide metrics with all the details.

You have Invisible Ads

You do not have a lot of ad space on a mobile SERP. Visibility is critical and you can improve it by increasing your ad rank. As you know, Google will take your maximum CPC bid, multiply it by your Quality Score, and then give you your ad rank. You can easily improve it.

It begins with the bidding strategy you employed. Do not hesitate to reevaluate your tactics for mobile devices if they are not producing the right figures. It is as simple as increasing the mobile bid modifiers

The Landing Pages are Not So Good

There was a time when mobile phones not only had little screens but also incredibly slow loading times. Those days are gone and download speeds have increased significantly. The same is true the size of the mobile device screens. The landing page you originally designed for mobile devices may need to respond to the times. There’s nothing wrong with admitting that a mobile landing page designed nine months ago is no longer efficient. Mobile technology and marketing are constantly evolving. In revamping your landing page strategy you are simply keeping up with the times.

Take Advantage of SERP

Mobile-preferred Ads can be used to encourage consumer contact with you, even before they make it to the landing page. What you would do is remember that they may have a smart phone in their hand and are looking at the mobile advertisement. The right type of words, convincing someone to call right now, can have a very positive effect on sales figures. It is entirely possible to at least double the number of conversions you’ll receive as opposed to ads that are not designed for mobile devices only. Call extensions which have clickable call buttons embedded in the mobile ad are very simple ways to jumpstart the number of conversions. These are also incredibly simple to maintain.

Always helpful, Google now has Call-Only campaigns advertisers may use. This includes phone call information, and a quick call button within the ad itself. You should think about after-hours activity. You may not have a 24/7 call-center, and voicemail is not always a welcoming medium. With a little work on your scheduling options you can assign extensions during the best times of day, and set up pause periods during the off hours. A final way of dealing with time is to adjust bid modifiers by time of day. Those ads that will come up during the off hours will then not cost as much.

If you do make use of call centers give training a high priority. Mobile phones can increase the amount of traffic and your call center has to be adequately staffed. Be sure you have the right Key Performance Indicators (KPIs) to measure the quality of the customer service.

You want to optimize the use of mobile advertising and the large conversion rates that may materialize. Pay attention to possible mistakes, and shape your PPC campaigns to accommodate mobile devices. It helps guarantee success.

Let Professionals Do the Work!

A lawyer will tell you it is a bad idea to be your own defence attorney in a court of law. The problem is you can make some very serious mistakes due to negligence, or lack of understanding. The same is true for Pay per Click (PPC) management. You may think that this is a do-it-yourself project, and as an entrepreneur you are accustomed to getting your fingers dirty. Your hard work is very commendable, but you have to do more than just work hard to be successful on the Internet. You have to work smart. Cyberspace holds a great deal of opportunity but only for those we use it wisely. It is no accident that many business people will try to manage their own PPC campaign and train wreck it.

The online experience of most people starts with a search engine. It is because of this that most retailers know that the dynamics of search marketing, which includes search engine optimization and effective pay per click advertising, is the best way in the Internet age to get a lot of new customers. An effective PPC campaign can expect to triple its return on the initial investment. That’s great, but there is a caveat. Any PPC campaign has to be run efficiently. The greater the expertise in the day-to-day management, the greater the chances of getting enormous returns. Here are some in very important reasons why this is so.

Ad Copy Has to Deliver Conversions

The wording you may come up with may be nice to you but mean nothing to an Internet consumer. If the ad copy does not compel this person to click on the ad, then it is money down the drain. Professionals can write convincing ad copy.

  • The Landing Page Is Critical. This is an area where amateurs will make the biggest mistakes. Not fully understanding the connection between landing pages and PPC ads, the connections are not as good as they could be. This has a detrimental impact on conversions.
  • Keywords Are Not As Easy to Identify. Here again is where an amateur is going to pay for lack of knowledge. Identifying the right keywords is not as simple as it appears; it can be very complicated. It is not just the right keywords for a given campaign, but also those words the competition is ranking on. Accidentally choosing low performing keywords is going to put a serious strain on a budget.
  • PPC Language Is Unique. The vocabulary is full of acronyms and that by itself can be extremely confusing. It gets worse as the details of PPC campaigns have to be thought out. Impressions, hits, and views are all part of the everyday conversation, which professionals best know about. It is possible to get a dictionary definition, but that is not enough. It is the ability to fully understand the language and how it relates to a proactive campaign strategy that matters. This takes time to appreciate and your time is better spent doing something else.
  • Return On Investment Relies On Tracking. The reason why social media efforts are not successful is that people will set up an account and then walk away from it. The same is true for a PPC campaign. To get full optimization, these Internet marketing efforts have to be constantly evaluated and assessed. Not every keyword is going to deliver on its promise, and the placements are going to be needed. Most people don’t understand how to best evaluate PPC data. This is why having the campaign professionally managed by a third-party is a smart business decision.
  • The Ad Networks Are Not All The Same. Paid searches are not restricted to Google. Although Google AdWords is a major player, there are others that might be more cost-effective. These platform options can help with the overall success of your efforts.
  • PPC Is In Constant Change. This is almost a given to the Internet world. Just as you think you have a firm understanding, some new innovation opens up and it changes everything. You need to spend time staying on top of things and that is always good for business. Professional PPC managers make a career out of staying current with what is going on. It is better to delegate a PPC campaign to these people. This will permit you to be more focused on the core business of your company.

Entrepreneurs and small business owners are used to doing everything themselves and that is fine in the beginning. As your business grows, you have to consider how your time is best spent. Bringing in a third party is not an admission of ignorance or incompetence. It is essentially a recognition you do not know everything nor should you be asked to know everything.

You Can Use More Than One Means to Increase Your PPC Range

The pressure of figures is always going to weigh down on the shoulders of marketing people, and PPC programs are no exception. You’re going to be asked at one time or another to produce better figures, either conversions or revenue or perhaps, both. You cannot just push a button and expect major results. You have to be able to respond quickly to a demand for management.

This does not have to be a three alarm fire or code red emergency. You have to have a good idea of what your tools are to produce those figures. Being able to push out your PPC market reach will help bring in the figures that you are looking to get. Fortunately, Internet marketing has matured to the point where you have a number of options at your disposal. These can help move PPC and create higher levels of sales volume. These are some of the best avenues to walk down in getting those increased conversion or revenue figures.

Take a Look at Bing

You can take advantage of Bing ads for PPC conversion. The best advantage is that Bing CPCs are ordinarily less than AdWords. Yahoo is the default browser for Mozilla Firefox, and that has caused the Yahoo Bing network volume to increase. You can increase profits through the Bing Yahoo Network in a couple of ways.

1. Bing ads remarketing. The Universal Event Tracking (UET) used by Bing makes this convenient to use.

2. Bing Shopping.

3. Moving your top performing campaigns over to Bing from AdWords. Why not? If the CPCs are lower on Bing, it just makes sense to transfer top performers over to Bing.

4. Using Competitor Campaigns

Google That!

Google is a beast, to put it mildly. The Google display network is enormous and you can use both text and image ads on sites that are comparable to your business. It has to be optimized, however. The Google display network is just as good as you allow it to be. Keep in mind there is a lot, and here are a few areas where you can use the Google display network to your best PPC advantage.

  1. Taking Similar Audiences to Converted Users.
  2. Using the Network for Remarketing.
  3. Audience Targeting With Custom Affinity.
  4. Employing Dynamic Remarketing.
  5. Remarketing through YouTube
  6. Display Select
  7. Targeting an In-Market audience

Consider Retargeting Platforms

Retargeting has some amazing possibilities for return on investment. If you are already using the Google display network, you can take advantage of various retargeting platforms which can push revenue in your direction. You also can think about some of these retargeting options, as well.

Retargeting through:

  • The Web;
  • Twitter;
  • Various Mobile Devices;
  • Facebook.

Gemini can be Your PPC Sign

There is nothing astrological about this but your PPC campaign can be stellar through Yahoo Gemini. Conversion tracking is available, and you can use Native Ads and Mobile Search Ads to jumpstart conversions.

Amazon Can Pack a Punch

We all know that Amazon is a mega-retailer on the Internet. What you may not know is that Amazon has product ads. If you have an ecommerce platform, PPC can be assisted with the Amazon Product Ads.

Take a Look at Facebook Ads

These help with small scale PPC conversion. Facebook will let you use email addresses and phone numbers to develop a highly focused audience which will generate high conversion rates. You also can use Facebook Ads for additional targeting such as:

  • Similar Audience;
  • FBX Newsfeed Retargeting;
  • Customer Audience;
  • Newsfeed and Side Rails Ads

No, We did not Forget AdWords

We did want you to see the other options first. AdWords appears to always be in a state of development, creating even more features you can use to make the best of any PPC campaign. The following are going to help grow your AdWords account to greater heights:

  1. Dynamic Search Ads
  2. Competitor Campaigns
  3. RLSA
  4. Search Query/Keyword Expansion
  5. Google Shopping
  6. Google Search Partners
  7. Mobile Devices

These are all ways to increase the value of you PPC efforts. It is up to you to decide which ones are the best for your given PPC strategy. Always be sure to monitor results on a routine basis. If you discover that one of these options is not working, stop using it and try one of the others.

When It Comes to AdWords Shopping, You have Options.

An AdWords Shopping campaign is going to present its own unique challenges. Location of the product, a confusing campaign design, or confusion about how to reconcile campaign structure with goals and objectives are all going to make things a bit less than wonderful. Fortunately, an AdWords Shopping effort does not have to be a maze or a puzzle. A good campaign structure is fairly easy to create.

Consider Your Options

There are so many ways to structure a Shopping campaign but simple is always the best. Easy to understand and not difficult to create, here are three options you may want to consider:

A Single Campaign with Many Ad Groups. This will have numerous product types and brands;
A Single Campaign with just one Ad Group. The emphasis will concentrate on a single product;
Numerous Campaigns with Numerous Ad Groups. These will have a number of product types or brands and each will have a separate budget.
You are going to decide the structure based on what your objectives are in the account strategy. These three are pretty elementary, but your shopping campaign should fit into one of them. The benefit is that these do not necessarily apply to shopping campaigns alone. Any one of the three can be used elsewhere

Single Campaign with Many Ad Groups

You may have one individual product that is the flagship offering, and you have added other product types to the mix. This can be a situation where your auto dealership still has family cars as the primary product, and you have added pickup trucks and passenger vans. You have different sales objectives for each model and you will be making different bids for the respective models.

You would break the models into individual and groups, permitting you to see performance figures by product type and at an ad group level. It helps track performance data so that it can be easily reported. Additionally, you can place negative keywords in each of the individual ad groups and not affect others.

A positive has to be weighed against a negative, and you need to be aware of the other side. Each ad group and all the product groups will draw from one central budget. It can happen that one particular group is going to require greater spending, and this will come at the expense of the other ad groups you have.

 A Single Campaign with just One Ad Group

You presently may only have one particular product to offer the public. What you need to do is have the campaign with a single ad group design. You are able to create one shopping campaign, include all relevant settings and generate one single ad group. It is very simple because you are only involved with a single product, and you can put your product within the ad group you are making.

This obviously is going to help in a situation where there is only one product and a complex design is not necessary. Problem surface if you have a number of products, of various brands and types, and you wish to have them all in the campaign. Tracking performance is not going to be easy at the type, brand, or product categories. You also are dealing with one single budget for everything.

Numerous Campaigns with Numerous Ad Groups

Even greater diversity of product offerings can be a problem. You initially may be trying to use a single campaign to handle all of the ad groups, and that is going to be very difficult. It is better to have distributed the separate brands and products into campaigns for each one, and have a budget for the separate campaigns. This is going to allow the ad groups to focus exclusively on a product or brand, with financial resources to back up any effort. Performance is easy to monitor. The only drawback would be that this takes time to set up properly. You have to be careful about the number of products given separate ad groups because this can make oversight rather difficult, given the large number of separate campaigns.

Understanding that each option has its own advantages and challenges, you can use the shopping campaign design that best helps you. Take the time needed to decide what is best for your marketing goals.

Take Advantage of Your Mobile PPC.

A mobile presence is no longer just a nice idea. Mobile friendliness will now impact organic ranking of mobile devices on Google. It is true that a PPC campaign can be conducted from a mobile device, but there is a challenge or two. A mobile device has a smaller screen than a PC monitor or a laptop. The limited space means the mobile ads have to be well positioned in order to get clicks. You can take advantage of a mobile PPC campaign with just a few smart tactical decisions.

What Makes Mobile so Unique?

You cannot utilize the mobile screen the way you would a laptop. What makes mobile any different from another screen? The difference becomes rather obvious when you compare your web page view on a laptop to what you will see on a mobile device. Items you take for granted such as the product or pricing are not as noticeable on the mobile screen. Size matters significantly. Compensating for the lack of space creates a sizable challenge for you.

Get the Basics Established

You can have a fantastic mobile presence for your PPC campaign by getting the foundations down firmly.

  1. Take a good look at the keywords. Do not assume the keywords used on a desktop will have the same effect on a mobile device. Consumers use smartphones and tablets in a different way. Queries which do quite well on a PC monitor might not get an impression on a mobile device. There are simply too many words. A broad query on the other hand does very well on a mobile device. Both the length of the query and a consumer’s intent factor into this (a laptop user could be lower on the funnel and the mobile user closer to the top). Pick your keywords accordingly.
  2. Utilize bid modifiers. The campaign and ad group levels should have bid modifiers applied to them. The bid modifiers will serve as a hedge against wasting money on mobile keywords which are poor performers. Any terms that increase the chance to optimize small mobile screens ought to be bid up. Those bid modifiers can help secure valuable mobile exposure.
  3. Consider mobile-preferred ads. You can have mobile-preferred ads that encourage a consumer to use their mobile devices. These accept the reality of people using their mobile devices to search and shop on a routine basis. These will also emphasize how mobile-friendly your product line and/or services are. It creates a convenience for shoppers who are increasingly more on the move, and use their mobile devices increasingly more often than laptops or PCs.

A Few Strategies

  1. Mobile Messaging. You can go one step beyond making consumers aware your goods and services can be accessed from a mobile device. The structure of the ad is important. The mobile screen, because it is so small, will need brief and very simple ad copy to get the message across to the curious public. Test this with your smartphone by doing a search. You can notice rather easily the ads which attract immediate attention. They happen to be those that have a simple message. Long and complex ad copy can look very confusing on the screen of a mobile device.
  2. Dayparting Advantages. Mobile device marketing can benefit from dayparting. Many companies will stop making calls at certain times of day because the volume is insufficient. You can do the same on the mobile devices. All it takes is determining what time of day is a period of low conversion, and determining if dialing down a mobile device campaign is the best idea. Do not assume a desktop campaign has the same schedule as a mobile campaign. That has been proven not to be the case.

PPC is never cast in stone and what works for one company may not work for another. Testing some variations of the mobile ads you create will be helpful. Keep a close watch on the metrics and determine those messages which work the best for you. The better you understand consumer behavior, the more effective your mobile device PPC campaign is going to be.

A Small Business can grow a PPC Account!

The Internet is an amazing tool for a small business owner. You can compete against bigger companies no matter what your size happens to be. An advertising budget can be less than one thousand dollars and still produce great sales revenue. It should come as no surprise that many small business establishments are taking advantage of an opportunity, and finding out if PPC accounts will generate greater profits.
Pay Per Click on Blackboard

It is all very exciting, but this is still business. Return On Investment (ROI) remains something that every business owner has to keep in mind. There have to be good figures or else the effort is a waste of money. You can take a small account and make it grow by following a few pragmatic notions.

Small Steps and Not Big Leaps

General keywords can be a problem. Your company may be expanding but is still a small concern. Instead of taking a giant leap into the PPC, start with small steps and focused keywords. You can begin with a couple of campaigns which have specific targets. Put the idea of a Display Network aside for a moment and focus on some qualified regions instead. Broad match can come later after you have some experience under your belt.

Try Remarketing

Every click is important for a small business and you have to capitalize on any possible conversion. Therefore, use remarketing to go back and get that consumer who has left your website without complying with a call to action. Offer discounts for completing an unfilled order, point out the existing content of a shopping cart, or just remind consumers of your high quality. Any of these ideas can get a needed conversion.

Optimize Testing

Testing is practically a daily chore in PPC advertising. Unfortunately, you do not have the money to afford having a test fail and then try another. The test budget needs to produce results without draining your budget. Concentrate on those small campaigns until revenue is significantly more than your existing PPC efforts cost. You are then able to invest in PPC testing with the generated surplus.

The Benefits of Dynamic Search Ads

These can help you generate the money you can then use for some tests. The Dynamic Search ad allows you to better determine what it is the Internet consumers are looking for that may be on your site, and also do a match of the same prospective buyers with products you have on site. There is some work involved and you need to do optimization and employ a number of negative keywords in the beginning. The payout is superior keyword mining and attracting new users.

Pay Attention to Click-Through-Optimization

Click-Through-Optimization, or CTR, is extremely important for small business and its small campaigns. Each impression holds the promise of a conversion and it is necessary to get as many clicks as possible.

A Way to Increase CTRs is by using ad extensions. Review extensions and also call-out extensions can be employed along with sitelinks to gain CTR figures. Full utilization and optimization will be critical. The CTR figures can also be grown with dynamic keyword insertion in the ads. This has been proven a number of times.

Efficiency will Matter

A small business has to be on the constant look out for ways to improve efficiency. PPC accounts have so many elements, it is fairly easy to ignore by accident something that will unnecessarily cost a lot. Mobile ads can be analyzed for performance, and this is possible thanks to Enhanced Campaigns. Other areas which can be investigated with Enhanced Campaigns are the time of day, a given day of the week, and geographic locations. It is possible to do an adjustment of bid modifications on any of these. It is not always possible to make use of bid modifiers on all accounts, but it is possible to generate good figures in at least one of the mentioned categories. It simply takes a little bit of creative thinking and ingenuity.

A small business has to be slow and methodical in how it handles PPC accounts and campaigns. In many ways, this is a learning process which has the potential of significant revenues. Playing it safe and concentrating on high efficiency and quality, will make a small business successful in its PPC advertising efforts.

Times When The PPC Account Needs Fixing

There is a lot of activity in a PPC account and it can be hard to notice when things are not going well. Audits are recommended as a way of keeping things under control, but the right areas have to be examined for potential problems. There are several which deserve the close attention of anyone in charge of a given PPC account.
Fix Your Pay Per Click

The Impression Share

This gives you an idea of how you are stacking up against the competition. It is a metric which will point out any loss of percentage happening in traffic for ad groups, campaigns, keywords, and categories of product. Reduced impression share figures may be caused by either budget or rank. It is not as easy to fix an issue with rank as it is with budget (which is usually corrected with additional funds). The quality score is a way of assigning rank, and higher quality scores will correct the difficulty in rank. As a rule, acceptable impression share is determined by the type. A search impression share above 75% is acceptable, and impression share for display can be as low as 10%.

Quality Score

Simply put, the higher the quality score is, the better the chance you will be paying less since you are outranking your competition. Understanding that getting a quality score of 10 is not very easy, being able to achieve anything between 8 and 10 range is very good, landing between 5and 7 is average, and anything below five requires attention.

Account Structure

Taking a look at the account structure will mean a review of several subcategories:

  1. The Match Types
  2. Keywords
  3. Keywords and ads per given ad group.

Match types are going to have the largest impression on the account structure. Exact match types are going to help. In almost every situation the exact match terms are going to have lower CPA, higher CTRs, and lower CPCs. Accounts which have 70% of their volume coming from exact matches are pretty good. Broad match figures don’t have to be as high, and they can range around the 40% mark. A maximum of 20 keywords permits tighter themes and better quality scores. Ad groups that have 2 to 4 ads enable continuous testing. This is going to help click through rates.

Match type cannibalization is an issue. It happens when search queries from across diverse keywords, prevent the consumer from seeing your best ad. Dividing up ad groups by match type will allow for better funneling to given keywords by employing embedded negatives. Those happen to be negatives intended for match types that channel the consumer traffic to better keywords.


Placements are good for checking on Display. You can review the display placements over a month to see if the ads are registering on the Google display network, and what the activity happens to be. You can discover expensive problems, and eliminate any that are becoming too expensive, and relax targeting to get greater campaign volume. The display campaigns can help branding and increase the traffic in the finals through the display network. They do require a fair amount of time, however.

The Keywords

A review of keywords is going to take time, and perhaps more than you have in a day. It is better to concentrate on keyword duplication review and search query analysis.

Search queries should review for those terms that are not converting despite the cost, and for generating notions for new keywords to provide a routine optimization. The negatives ought to be audited to make certain there are no words in the account blocking the right traffic. Exact and phrase match negatives are better than using broad match negatives.

Ad Extensions

Ad extensions are available from Bing and AdWords. The latter goes one step further by allowing the ad extensions to be part of determining quality score. Routine reviews of the ad extensions allow you to be certain that the account is getting the best coverage on everything available, and that means:

  1. Callouts
  2. Sitelinks
  3. Extended Sitelinks
  4. Call
  5. Review
  6. Practice Segmenting

Breaking down an account by network advice with the Search Partners function permits you to investigate more closely those areas of the campaign that might not be performing as well as expected. As soon as information has been collected, different tactics can be developed to optimize performance. This can include the creation of mobile ads or landing pages, adjusting device bid modifiers, or regulating the use of Search Partners.

These are fundamental areas to explore and it is bright idea to cover other possibilities that may enhance market expansion. These suggestions are not carved in stone and you can add other areas for scrutiny. What is essential is to have a review process that concentrates on areas that matter. Audits for the sake of audit produce nothing but statistics which may or may not have any relevance to revenue figures.

Spur Sales with PPC Growth Strategies

Pay Per Click image

Pay Per Click Marketing. Complete control over every aspect of your search engine advertising.

You cannot let competition surpass you. There is an ongoing battle for market share and it is important not just to stay even, but to keep one step ahead of the others as well. Revenue has to be achieved through sales, and the Internet is a great place to boost figures. A PPC program can do that. There are times when expenses and projections require rapid growth in a short period of time. The PPC program has to be accelerated in order to achieve this. The real difficulty is that conventional means may not be the best way to jumpstart activity. There are some ways in which you can, in a short period of time, produce necessary fast growth.

Enlist The Help of the Google Display Network.

This is a key area where rapid increases can be developed. It requires maximizing what you can get from the Google Display Network (GDN).

1. Take Advantage of Any In-market Buyers. You would go to AdWords and take advantage of an option permitting you to target users. AdWords has the capability of observing user history and has markers which will distinguish those who are researching from those who are active buyers. You are then able to avoid those who are only looking for information, concentrating on real possibilities for transactions.

2. Similar Audiences Has Potential. These are users who resemble users from the past who have already done conversions. Similar audiences is a focused pool of potential buyers. This also is a base of consumer traffic which is not able to be tapped by conventional tactics used for targeting.

3. Mobilize Your GDN. Mobile devices are taking charge of commerce and this is where GDN offers a lot of opportunities. Bid modifiers are not always increased for mobile devices, and considerable numbers of possible click and conversions go untapped. Going mobile can help you trump the competition. Be sure all bid modifiers have been sufficiently tested and make use of site exclusions.

More people get to know about your brand with the Google Display Network in both short term and long term searches. It is something just waiting for you to maximize.

Binging It!

A Few Revisions with Your Bing Ads will Generate Great Results.

Bing will allow you to import the Google campaign you have in place. You are better able to ramp up traffic with keywords, and ad limits are now at the 1 million mark. Bing Ads gives you the maneuverability to generate such campaigns that will focus only on a large search network. Bing has put a lot of effort into helping marketers enhance search partner traffic quality. Bing is now allowing you to take advantage of Search Remarketing. You’re able to focus on users who are previous visitors but have not converted yet. It is a source of qualified traffic that is almost irresistible.

Expand Your Market Horizons

Diversify or die is a common piece of advice from stockbrokers. You can consider diversifying to grow as the model for your PPC campaigns. The social media world is really your oyster and you can get a very large pearl.

Twitter has hundreds of millions of active users which translate into even more tweets per day. You can use this little bluebird to grow your reach and orchestrate conversions. You’ll be pleasantly surprised to know that there is much less competition as compared to Google or Bing. This means reduced costs.

Facebook is huge and offers the chance to reach out to more than 1 billion people. You can put ads on newsfeeds and profiles, and do customizing audiences to allow for targeting. Such targeting, by the way, is a lower cost than what you might expect on Google AdWords.

Do you Yahoo? The ideal when it comes to marketing is a pay per click method which is within the user experience. You would use the Yahoo content feed and the advertisement would look like the content found in the other content feeds.

Remember Profit

Opportunities bring their own demands. You should be setting limits on what you’re willing to have as the cost for acquisition costs. Furthermore, profit is important. For all this effort you’ve got to show some nice figures or else the whole effort is not worthwhile.

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.