Time for A New Campaign?

There are as many reasons for creating a campaign as there are for not bothering at all. Budget restrictions can persuade you to rely more on creating new ad groups and leaving campaigns for another, more convenient, time. It’s understandable not to take on the work, but you do need to have campaigns designed to meet the needs of all your networks. Display, Search and Remarketing each have unique spending habits and performance data. They merit having campaigns and budgets all by themselves.

The best account you can develop is one in which all the campaigns and the ad groups mirror your website. The blueprint can contain campaigns for your top products and each campaign sub-category can have its own ad group. Campaign settings that justify having separate campaigns are going to include:

  1. Network
  2. Location
  3. Devices
  4. Language
  5. Budget
  6. Top Products
  7. Brand
  • Network

Enlarging your activity into different networks will be a primary reason to set up a new campaign. Search campaigns usually have spending limits and Display doesn’t have this kind of problem. Additionally, separate networks have their own statistics and you will want to view those separately.

  • Location

Separate campaigns will be necessary for different geographical areas. For example, if you happen to sell products to match the season, such as overcoats and boots, creating a campaign for these offering permits you to move your geography to colder states when winter comes roaring in. If you sold both used and new cars, having separate campaigns will enable you to control the range of focus since new car buyers will not drive as far as used car buyers when they are looking to make a purchase.

  • Devices

If you are intending to target by devices, you have good reason to create a campaign just for this activity. An enhanced campaign will remove your ability to concentrate on only mobile searchers. You can set lower default bids and then you can increase your device modifications by as much as 300%.

  • Language

It can be a shock to some, but not everyone speaks English or wants to. You need to respond to consumers in words they understand. Trying other languages such as Spanish, Mandarin Chinese, or French are legitimate reasons for creating a new campaign. This helps attract a brand-new group of buyers who have chosen a distinct language in the browser interface. These people may not know about your product offerings beforehand and are genuinely interested in the new items.

If you are going to focus on other languages, you will need to create ads that have the same words and phrases common in that foreign tongue. You can go one step further. If you have established a campaign with another language for the ads and with the appropriate keywords, you can target all languages for anyone searching in their native patois but whose browsers are set for English words.

  • Budget

The Budget is a critical factor in deciding whether to set up a new campaign. Budget limitations may require you to keep your campaigns to just a few, since the more you have created, the more you will need money to enable the campaigns to work.

  • Top Products

On the other hand, if budgets are not a problem, and you have 15 products but 5 happen to be your top sales producers, you may wish to allocate dedicated budgets to them. It means you can create campaigns for each of those top producers and keep the other 10 in one campaign only. That is not your only option.

It is possible to establish separate campaigns, so you can control spending on major products which are not top sales producers. A separate campaign allows you to continue showing these products, but at the same time dedicate a smaller amount of the monthly advertising budget.

  • Brand

You can set up a separate campaign for your brand name, and that is a smart decision. It will prevent the campaign from running out of money early in the day. You can also create campaigns which have branded and non-branded keywords

You decide what course of action to take but remember there are campaigns you must have to stay competitive and profitable. Too many campaigns will drain your coffers, but not having the right campaigns, will shrink your profit margin to nothing.

Mining For Keywords Is Worth Your While

Keywords are the heart of any PPC campaign. Your client can share with you the information you will need to create the best keywords and phrases. Combine that assistance with an appreciation of search behavior and you can generate keywords as you need them.

Conversions are rarely one stop deals. Consumers will conduct several searches before making a purchase. Useful information includes determining how a person refines his or her search with every new one. It is also helpful to understand the levels of competition for every query. This knowledge will help in setting a bid. All the data gathered permits an account manager to identify the right keywords to bid on and what changes ought to be made to the message at each step in the conversion process. Here are some very effective ways to mine for keywords that will lead to a keyword growth plan for any client.

Funnel Business

You can take advantage of opportunities with top and middle funnel keywords. They aren’t easily noticed because these keywords have weak buying intent and are primarily used to alert the consumer to your brand. These words can be more than signals to the buyers. You can use these words to build up an audience who might later make some purchases. You don’t have to match keywords to every single product offered. Instead, think of terms. You can have “kitchen improvement” to attract someone searching for cabinet work or a new stove. It is true you will not get everyone who is doing a search. However, you can snare some traffic in a productive, though indirect, way.

Expand the Match Type a Little

The idea is to generate broad match initiatives with a fixed budget. You are better able to control that budget when you do this for the selected terms. The search query report must be followed closely, allowing you to pinpoint the converting terms. These are then added as both an exact match and a revised broad match to your primary campaign efforts.

The Dynamic Search Ads Are Keyword Mining Tools

You can extract valuable keywords by using Dynamic Search Ads (DSAs) and DSA campaigns can uncover new keyword ideas. Keep in mind, though, that campaign may possibly be exempt for low search volume, and issues with the quality score. Whether either is true is just an added incentive to try DSA campaigns. You will still benefit from new keyword generation,

You Can Use A Google Suggestion Tool Effectively.

Uber Suggest is a great one because it generates several possible keywords with the Google Instant feature. Uber Suggest will develop a list based on the search terms coming from a search phrase you create to use Google. The Uber Suggest list is in alphabetical order and the list is used to filter out unusable keywords. The keywords are not rigorously specific, and they are coherent. The alphabetical ordering makes the whole process easy

There are some rules of the road you can use as you go mining for those important keywords.

  1. More Doesn’t Mean Better Performance.

More keywords generate greater traffic, but the account can become keyword saturated. If the keywords do not have a specific purpose in the account, there is a greater opportunity for performance gaps. Getting rid of surplus keywords can help keep performance on track to reaching stated goals.

  1. Slow and Steady Wins the Race

There is a temptation to increase keyword number if an account has become stagnant. There is no need to add volumes of keywords to correct things; it can result in nonproductive keywords being created. You can increase the number a little at a time and test them. The analysis will allow you to find out what keywords draw the traffic. You are also not spending money on testing a large volume of keywords.

  1. Be Prudent With Testing

There isn’t a valid need to test every keyword in an account. You can identify the best area to spend testing money and try out new keywords. It permits more cost effective growth and spares you the time and trouble of an end to end test.

You can look at themes you might add to your account when you do keyword research. There are opportunities in mining data and you can find them without concentrating on low funnel conversion terms.

Mining the data helps find good keywords. If you are methodical in your digging you stand the chance of increasing your user traffic, creating more leads, and have an account better focused on converting. Those are the primary uses for keywords

Check the Right Figures to Measure Success

Folks don’t like not reaching goals and a PPC campaign manager HATES IT! The chance that desired ROI figures are not going to be met is enough for a professional to think of ending a campaign as soon as possible. That is a big mistake. Your campaign may still be on track and there is no reason to jump ship.

You may have more than one focus for the campaign. For example, if you are managing a women’s clothing campaign, conversion figures for dresses may be down, BUT the figures for shoes are doing quite well. Why stop both parts of the campaign if one is still delivering on expectations?

You must be able to see the forest and not worry so much about the trees. It requires you to not think on an incremental level, worrying by about the ROI of one part of the campaign alone. Instead, you should consider the overall effectiveness of the campaign. You are then better able to reallocate resources to the top performers.

Traffic Does Not Always Go One Way.

Your campaign can be dealing with several products and the traffic is not heading in one direction alone. It is probably because of differences in consumer needs or perceptions. Keywords for one may not be as productive for the other. The same message might not attract audiences for both. You must keep that last point in mind because too often advertisers forget it.

It is true that reports matter but hitting the panic button because the monthly report isn’t perfect is not necessary. Projected ROI figures do not surface for a number of reasons. Time and effort will be spent on terminating a campaign and replacing it with a new one. Do the figures really justify drastic steps?

Not always. The race is usually won by the long-distance runner. A little patience will help, and it gives the campaign time necessary to grow. Of course, it does not mean you ignore what is going on. Campaign figures ought to be examined periodically.

What to Look at Carefully

Key Performance Indicators (KPIs) are not simply interesting statistics. They are hard measures that gauge a campaign’s success. These are what you should be checking on a periodic basis.

Cost Per Acquisition. These figures will broadcast if your campaign is on the right track. It is possible that the ROI of the campaign is not setting performance records. Yet, if the Cost Per Acquisition is low, your campaign is possibly not in the negative and profit is being generated. If you examine this expense on a routine basis, it can alert you to trouble brewing. You can then do some adjustments and reallocate funds without going into crisis mode.

Conversion Rates. The analysis will include conversions, click-through rates, and average costs per click. You decide the intervals for evaluation but consider trends that may be affecting the data. Consumer behaviors such as Christmas shopping, vacation spending, and back to school purchases can impact the data. The same is true for traditional slow seasons. Keeping seasonal activity in mind will make the overall analysis a bit more realistic. The desired ROI figures might still not be there, but business revenue just might be up from a few months before and trending favorably.

Concentrate on What Works.

You could be doing better than you think. If you have two campaigns going and one is performing poorly, while the other is setting amazing records, there is no reason to stop both. That would not make sense at all.

Instead, reallocate budget cash from the underperformer and reinvest it in the one which is successful. You must stay positive. Being negative will only cause you to sink in the mud when being optimistic will pull you out. Redeploy your budget, give it some time to produce results, and then see if the ROI is what you want.

Evaluating success or failure of any PPC campaign means doing more than reaching a specified ROI figure. You must collect data, determine what is working, and then make needed budget changes. If you are making money, there is no need to stop the campaign entirely. It may just need some adjustments to churn out the ROI you want.

Programmatic Advertising Can Be A Driving Force for PPC Efforts

There is a process to conversion. A consumer might journey across various mobile devices before they make a conversion decision. The funnel is not as tight as you might hope.

The process can include interactions and engagements before that payday conversion. Display is not something to forget about, despite knowing it possibly will not deliver immediate results. The reach of a display is enormous; good audience targeting is therefore more complex. Programmatic Advertising will help optimize any paid search program.

What is It?

A quick definition is that Programmatic Advertising uses automated technologies to buy, place and maximize your display advertising inventory efficiently. Here is an idea of what happens when an advertising manager starts to work closely with a programmatic vendor:

  1. The vendor will give that advertising manager a pixel to install on the manager’s website landing pages.
  2. The subsequent user behavior and the search intent data is gathered for analysis.
  3. Audience lists will be created automatically based on the data.
  4. The ads are placed appropriately.
  5. Results will be compiled, analyzed, and optimized afterward.

The Return on Your Investment

Programmatic Advertising will provide two significant benefits for you:

  • The data generated by Programmatic Advertising will give a better view of the customer. Obviously, that helps because the more you know about the customer, the greater the success will come from your paid search efforts;
  • You can focus more on strategic moves thanks to the additional time you now have because of Programmatic Advertising.

Most paid advertising concentrates on display. If you use technology to create, analyze and improve audiences, you will get better results and have enough time to concentrate on the forest (and, not the trees!)

Checking Out the Data

Data is the foundation of Programmatic Advertising. Advertisers focus on certain kinds of data and you should know what they are:

  • The First Party Data Group. The company will collect and own the information. Transactions, search query reports, lead form fills and any placement reports are in this group;
  • The Second Party Data Group. The company owns the data but will share it with another;
  • The Third Party Data Group. The figures are collected by another entity. The collection is routinely anonymous, collected from other places and sold to other platforms

Each has its own unique quality. You can construct similar audiences from the First Party Data Group, and you can develop a general audience cohort from the Third Party Data Group. The more you know about the data types, the more creative you will become.

Programmatic Advertising is the best way for you to optimize all the data groups. Its algorithm is employed to examine user intent and behaviors of the data will permit you to construct a highly targeted audience. Thus, you can turn huge quantities of statistics into the kind of targeted audiences you want to move paid searches ahead.

Ways to Best Use Programmatic Advertising

Here are some options for you to think about:

Getting New Customers. Third-party data can be shaped into identical audience lists that mirror first-party data which has already converted. These newly created audiences generate high conversion rates because they have characteristics of audiences who are now customers.

Market Research. Programmatic Advertising is excellent for analyzing demographics, customer behaviors, and brand appeal.

Benefits for Your PPC

Programmatic Advertising will make a positive impact because it will add new prospects to your conversion funnel. Top of the funnel display customers can be targeted, and they might be converted in the future through the paid search channel. It happens as Programmatic Advertising creates an initial awareness to enhance the targeting.

Approaching those potential customers will increase branded and non-branded search figures, and you can grow both PPC figures and conversion numbers, as well. Efforts to use AdWords and Bing Ads traffic and subsequent conversions will be more successful than the conventional means of account optimization.

PPC jumps ahead thanks to the value of the data supplied. Programmatic Advertising lets you know more about the customers: likes, dislikes, interests, gender, geographical location, etc. The information helps you better plan keyword buying and any ad messaging strategies. You can get a competitive advantage thanks to the programmatic data.

Programmatic Advertising lets you target new audiences which, in turn, will help enlarge the size of your reliable customer base. All the data can be employed to turn a prospect into a paying customer. Concentrating on developing audiences is always a better way to get those targeted consumers who will convert and make your business more profitable.

Mobile PPC Will Energize Your Conversion Figures

Let’s be honest: any PPC campaign that forgets about mobile devices is not going to do so well. Figures will come but in smaller amounts than stated goals. It sounds funny but not using apps that are less than ten years old condemns you to the Stone Age.

Mobile apps are the marketing tool for success today. The use of these small icons on tablets and phones is so widespread, that the revenue from mobile ads is expected to grow over 25% by 2020. Conversely, search ad revenue from desktops will continue to go down.

It only makes sense to move towards Mobile Pay-Per-Click (PPC). People who use mobile devices are practically addicted to their little contraptions, and advertisers are beginning to use Mobile PPC frequently. You do not want to lose the opportunity to increase your conversions with a proactive Mobile PPC campaign.

Okay, what is It?

You will use mobile devices such as tablets and smartphones to fire up your Mobile PPC activity. It is almost too simple. Someone who wants to buy the latest video game only has to type video games into their smartphone, and several mobile ads for what is on the market will appear.

Where will this all happen? Not on the desktop in the bedroom or study. No, it will happen on the smartphone or tablet everyone carries everywhere!

Think about this for a second. At any time or in any place a consumer has a whim for a thing, the ad is immediately accessible. This person doesn’t have to wait until he or she gets home. A click and a possible conversion can happen almost immediately. This convenience is the heart and soul of Mobile PPC.

Mobile Ad Extensions Can Boost Calls

Clicks are for desktops and tablets. Smartphones are also clickable but have another attraction: driving up pay per call conversions. You can add mobile call extensions to those PPC ads. It creates a connection to offline and online advertising by promoting click to call activity. Here is how it will work for you.

A busy consumer is driving to work and gets a flat tire. It is an emergency but not as serious as in days gone by, thanks to mobile ad extensions. The individual types emergency road repair into the smartphone web browser. Any road repair service with a mobile phone extension will permit this frantic driver to press the call button and get direct access to the real solution to a rush hour problem. The road repair service gets a click to call conversion in addition to some business. Both win.

Buy Buttons Will Increase Sales

Pinterest allows followers to press a ‘buy it’ button on a buyable pin to make a quick purchase. It is a popular item with Pinterest followers and you can take advantage of this. If a consumer sees a mobile ad that promotes a sale, a buy button permits that person to take immediate advantage of the opportunity. Accessibility and convenience join forces to increase sales profit figures.

You Ought to Use Best Practices for Your Mobile PPC Activity

A good addition to any Mobile PPC strategy are best practices. These give some high-quality guidelines and structure to your efforts. Here are a few you can think about using:

  • Mobile Landing Pages. They should be inviting and make a person want to look around. Mobile devices are small, and your text and ad images must be simple and easy to read;
  • Mobil Friendly Ad. You can’t use the same ads on mobile devices as you would on a desktop. As mentioned above, the size of the device might not allow it. Your ads should fit the screen of the device, whether it is a smartphone or a tablet. Be sure to test the images before you actively use them;
  • Time Targeting. You need to reach your customers by discovering the best time of the day or night they happen to use their mobile device. Target your Mobile campaign to operate in those desirable hours;
  • Optimize Your Activity. Don’t use exact match keywords when broad match will do the job. This is best because the broad match is more user-friendly. It also avoids problems with autocorrect and typo errors.

You can boost your conversions by optimizing a Mobile PPC campaign, making use of ad extensions, and designing mobile-friendly ads. The bottom line is that more conversions will mean more money.

CRO and PPC Combined Improves Account Success

Account managers will deal with all types of procedures and tactics while providing client service. Conversion Rate Optimization (CRO), and Pay Per Click (PPC) are common and can be used either separately, or integrated into a comprehensive strategy. Testing the language employed in ads and landing pages is a way of using both and achieving greater efficiency.

The Words in the Pitch

Every marketing manager thinks about the message the buying public receives. CRO and PPC can be coordinated to test copy words and phrases. Investigating the text helps a manager uncover what copy best attracts the attention of a customer and generates desired conversions. A smart idea is to continue exploring by using an A/B test of the message on the landing page itself. This increases quality scores by developing better compatibility between the landing page and the ad. You also discover what is most appealing to the customer and can then use it on the landing page.

Testing on the Landing Page

You can start the whole process on the landing page if you wish, and use what you learn on the PPC account. It requires starting the A/B test on the landing page. You decide what copy you wish to test, or the appealing benefit of your product and/or service you want to look at closer. You conduct the test and transfer the results to the PPC account.

Testing the product benefit within the copy on the landing page allows you to observe how customers respond. It can result in a conversion and that possibility makes it worthwhile to include any new benefit in the ad copy as it draws the curious customer. Product benefits in the ad copy can also be used if you decide to A/B test language in the call to action button. It only requires you to line up the words in the call to action, and any image ads, to the landing page copy. You are able direct a person to conversion, and get rid of any confusion at the same time.

Concentrate on the Customer

You don’t need to stop here. You can also guarantee your PPC and CRO activities work together by focusing on the what the customer wants. Frankly, the intentions of a consumer ought to be center stage whether you are doing CRO analysis of your landing pages, or putting together a PPC campaign. If a consumer wants to buy snowshoes, he or she ought to see a pair right after clicking on a snowshoe ad. By taking a CRO approach you will consider ways to optimize those pages the consumers are being sent to by clicking on the ad. In this example, the snowshoes for sale need to be seen immediately after the ad is clicked.

You optimize by having both text and snowshoe image above the fold of the page. It may require reducing the size of the image or getting rid of some of the verbiage. Eliminating confusion is the obvious benefit. An image above the fold lets a person know he or she is landing on the right page for snowshoes.

Clues in the PPC Account

The PPC account can give valuable analysis clues. You can examine those landing pages where you are directing consumers. Are they being sent to the landing page when, instead, they ought to be directed to a particular product page? Are they encouraged to go to a page that has the product they want or a general page which includes other things?

Careful inspection will determine if a customer is following the proper guideposts along the way. Filtering a landing page so buyers can go directly to specific pages from the landing page gets rid of a step. This can also encourage a conversion since being sent to a general page might disinterest that same person, and cause the buyer to leave the site entirely.

CRO Managers and Account Managers perform tasks unique to their respective areas of expertise. Nevertheless, there are means to have both work in collaboration. The teamwork can provide benefit and profit to the PPC account, as well as generate a more cooperative spirit between two valued players. Integrating PPC and CRO permits better knowledge of those who will use the page, and create desirable rapport between both.

Be an Adviser to Your Clients

It used to be easy to be an account manager. You did what your client told you, and you kept the figures for monthly and quarterly reports. That is starting to change in the marketing world. Clients want more. They want ideas and strategic suggestions to help deal with competition and move to the next level. An adviser, a consultant if you will, is what more companies want from their PPC account executive. Being a strategic adviser is going to help gain clients and retain the loyalty of those you already have.

How to Become a Strategic Partner

It requires a focus adjustment. Sales professionals will talk about solution-based selling, which is at the core of the transformation. You do more than just take assignments; you listen. Time in meetings is spent not just addressing current issues, but learning from the client any fundamental problems that beg solutions. You are then able to recommend PPC tactics that will solve the issues.

What you are doing by making those suggestions is increasing the value of the relationship. Your client begins to appreciate you as a professional who is facilitating that company’s attempt to reach certain goals, and perhaps go further.

Be Careful About Best Practices

They are seductive and
used as a quick fix in many situations. However, those best practices might not resolve a given issue one of your clients is facing. Communication and finding out what the most serious problems your client is confronting. will allow you to provide even better service by recommending strategies that remove roadblocks to corporate success. In other words, investigate the situation and do not automatically recommend best practices solutions.

Think Long Term

Looking beyond this month’s figures is a challenge for all organizations. Considering the long-term effects of decisions is strategic thinking and produces more significant results. It is not difficult to switch gears, and here is how you can do it:

  1. Identify the roadblocks your client is facing on the road to achieving objectives. What are the major challenges which must be addressed and are there critical needs to be satisfied?
  2. Offer advice to solve those major problems and/or satisfy a critical need;
  3. Get the client’s approval of the recommended action;
  4. Activate the suggested plan and routinely measure performance.

The Best Way to Do It

There are several things you can do to become more of a business adviser

  • Know Your Client’s Business. It is going to require research, but the more you know about the business, and how it makes a profit, the better will be the advice you give
  • Ask Questions. Encourage your client to provide greater insights into operations by asking open-ended questions.
  • Listen. You have two ears and one mouth: which is twice as important than the other? Paraphrasing what you are told shows you have an awareness of what the client tells you.
  • Share Your Insights. Be able to explain what you believe influences performance.
  • Think Long Term. It requires an appreciation of the big picture and where the client wishes to go.
  • Stay in Touch. Follow up helps build a relationship. Ask for feedback and make any revisions suggested by the client.

The above is going to take time and persistence. However, as you demonstrate an ability to give good advice and produce results, your recommendations will get more attention, and you will be considered a team player and not just an informed outsider.

Keep Your Communication Skills Sharp.

Advising must be more than dry reports. The ability to communicate your suggestions, pointing out how they are going to help your client, is essential. Performance figures are important, but a dry recitation of statistics impresses nobody. Your communication skills should be excellent. You can enhance your ability to communicate your ideas by following a few simple rules:

  • Know Your Audience. Have an awareness of who it is you’re going to be talking with. The executive is different than a marketing manager, and the conversation must reflect that.
  • What is Important to Your Listeners. A high-level decision maker may want to know strategy and a lower level manager would be more concerned with tactics. How you communicate must reflect what they need.
  • Develop Your Message. So that your clients can connect with the words on a personal as well as professional level
  • The Important Information Must Come First. This recognizes how short attention spans can be. You don’t want to bore your audience, and bringing out the main features keeps the listener engaged.

You can follow these guidelines with any presentation:

  1. Cut to the chase and mention what is gained from what you will show;
  2. Go over the current performance and tell why is good or bad (Suggest improvements and enhancements).
  3. Reveal what has been learned because of the performance
  4. Talk about the next steps (Emphasize how these will help achieve objectives).

You do not have to be just a third-party account manager. You can be an adviser, providing useful information and insights to all your clients. Your ability to use paid searches to solve their business challenges will increase your value, and enhance your reputation. You will be better able to retain clients by being an adviser and not just the PPC guy. It is because you bring more to the table and clients want to see that.

A Good CRO Strategy Helps Generate Better Figures

Conversion Rate Optimization (CRO) is a constant component of Internet marketing strategy. There will always be new clients for websites that will require a good CRO strategy. CRO testing requires a structured process which, if followed, will guarantee that everything is running properly.

1, Necessary Information

It doesn’t mean gathering statistics for the sake of numbers. Certain areas must be used for the CRO strategy as opposed to others.

  • The Volume of Traffic. It is that traffic going to the website which will have tests run. Knowing how many visitors have viewed the site allows us to choose what analytical tools will be required. It will also help in prioritizing those pages which will be tested. Measurements for traffic volume can come from a number of sources. Google Analytics will allow us to divide up the information by traffic type, traffic that occurs on specific landing pages, and what is the overall volume of traffic to the site. Add interfaces can also help, by measuring clicks to specific URLs.
  • Pages to Consider. It can be pages by volume of traffic or even pages that are considered important to the client strategy. The overall marketing strategy can also help determine those pages that will be reviewed for performance. The overall goals of marketing and those goals assigned to the website are going to be important when it comes information for CRO. It is understood that marketing strategy will change if those goals change, and this makes revisiting the goals on a routine basis important.
  • The Conversions. Conversion numbers let us know if we are reaching desired business goals. It is possible to assign values to individual types of conversions, and understanding those values helps in determining what pages are going to be tested before others and what information ought to be given priority when we conduct tests on a landing page.
  • Funnel Process Knowing the post-click conversion process on our website enables us to achieve user expectations better. It also serves to minimize friction the user might feel when touching down on the landing page.

2. Data Collection

We identified where the information is going to come from in developing our CRO strategy. We are now going to be collecting the appropriate data for creating the testing structure and any testing recommendations for the landing pages. We can use the following tools to gather the statistics

  • Heatmaps. This will allow us to collect figures on what the visitors will focus on as they arrive at the site. The heat maps on the website will measure user behavior accurately. Information will allow us to find out what parts of the site are most interesting, and these will help us structure our tests and determine those pages which will be the first tested.
  • User Testing. User testing identifies areas for closet inspection. We can use videos of users who are navigating the site and responded to questions about what they liked, what they didn’t like, and what they would do to meet their needs.
  • Feedback. The feedback used will be any initial reactions a user has when initially visiting the landing page. We concentrate on the visitor’s input of what’s being offered in the first five seconds after arrival.
  • The Analytics Employed. Analytics interfaces will offer up considerable amounts of data. When it comes to website optimization, the pages per visit, time off-site, and bounce rate are going to be important. These can be reviewed either within the interface of analytics or in-page analytics. Those performance behaviors measured are going to be sufficient to allow us to set up a solid testing structure.

3. Bringing It All Together

We combine the information and data once the above is completed. This is what we will use to create a basic testing structure for our strategy. We create recommendations that we suggest being used with the strategy and begin testing once the client has shown approval.

4. Review and Analyze

There will be a final evaluation of strategy and landing page performance after the testing. The post-analysis allows us to find out whether strategy and testing structure increased performance. You can consider that to be the first cycle because all the steps mentioned above need to be performed on a regular basis. That will allow us to know if the audience responses remain and goals have not changed.

It is a given that the steps may fluctuate and change, but having the strategy in place allows you to test websites and create a solid plan of action. The clearer the picture is about the conversion rate, the better will the decisions be to modify or change it for optimal result.

RLSA Makes Advertising Both More Effective and Profitable

Advertising campaign managers know everything about pay-per-click and the bidding on keywords. It is targeted advertising that can enable their advertisements to be displayed prominently on the first page of a query. Remarketing lists for search ads (RLSA) makes search ads even more profitable.

RLSA allows you to adjust the search ads in favor of previous visitors to the web page. Bids are decreased or increased for them. The message itself can be edited to match user activity better. If, for example, a user does a Google search, should that user be on a RLSA list, then he or she will see new advertisements that stick out. RLSA sounds so appealing, but many marketers are not using RLSA to their advantage. This reluctance deprives of the use of a great advertising tool. There are two ways to utilize RLSA to your advantage

  1. Start a New Campaign, Establish the Audience, and Use a Target and Bid Strategy.

Target and Bid direct Google to display your advertisements if the user is on your RLSA and has seen your pitch before. This opens some great opportunities for you.

  • Unique Landing Pages. You can create them based on your list and what the user did before. If a user visited your site’s coat area in the past, the landing page could show images or messages about the latest coat discounts.
  • Broad Terms Can Be Used. This can be risky, but if you decide to use RLSA, you will be able to reduce cost exposure. The targeted group has been to your website earlier, is familiar with you already, and that increases the possibility of conversions.
  • Geographic Targeting. The RLSA can focus on a given territory. If you know there are locations which convert higher than others; you can direct activity to those DMAs and throw in your RLSA. You end up with a productive area where your efforts will include a focused campaign.
  • Cost Reduction. Low-cost items might result in AdWords bids driving up the cost of the product. The RLSA permits you to reduce bids and, consequently, overall costs.
  • Better Reporting. Changes happen in any campaign and auditing an existing one can be tough. Creating a RLSA based campaign reduces reporting errors.
  • Bidding on the Competition. If a former visitor is now looking for what the competition has, you can reach out to that person while they are looking. All it requires is adding the previous site audience to a new campaign and make use of your competitor’s terms.
  • Brand Campaign Enhancement. You can establish two brand campaigns in which one excludes previous site visitors while the other includes those who have visited before. You are then able to find out which one has a better conversion rate. You can also reduce the prices, alter the message, or do an up-sale to previous visitors.

You should be careful, though. New campaigns which have an audience will restrict traffic and impact on the number of new visitors. There is a chance you might compete against your regular campaign keywords by selecting bid only. You can avoid this problem by choosing target and bid when you include duplicate campaigns. The other campaign should be a negative audience for the first campaign and includes identical keywords.  

  1. Include RLSA Audiences to a Current Campaign 

This is easy to do. You add a RLSA to a campaign already in progress and set a bid using identical keywords.

You don’t need to be concerned about keyword overlap. You are creating a custom bid for each audience, and that should not be complicated. You add a RLSA to a campaign already in progress and set a bid using identical keywords. Front-end metrics will start looking good, and even better if you exclude another group. Advertising costs are going to go down because you will not be bidding on generic terms. A remarketing list can be created from any source as far as Google Analytics is concerned. Visitors from emails, those who went to your site in the past, or any other source makes things easy. Remember, however, to track any front-end metric changes as you add to the audience. The folks from the RSLA will see the same ad as those who are new to your site.

 RLSA allows you to upsell former customers better, get more conversions and even coax more conversions out of a previous customer. There will be times when all you should do is increase the audience and change the bids. This is not a big problem. You ought to weigh the costs and benefits and keep in mind the unique characteristics of your client. Those reminders understood, RLSA can be a very useful tool.

You Can Prevent Conversion Reports From Hurting Optimization

Conversion reporting is not uniform across the platforms. There are differences, and if you are not sure of how your figures are reported, you may have trouble in optimizing the conversion metrics. You need to be careful and understand the ways to prevent avoidable problems.

  • Know the Various Conversion Reports.

Conversion tracking needs the right information to help optimize accounts. Yahoo Gemini has updated how conversion reports are being generated, and the same is true for Google. PPC account managers must be aware of how the more important channels are handling conversions.

  • The Click Conversion and Conversion That are View-Through

Do not assume that all platforms will list the click conversion and view through conversions separately. Yahoo Gemini does not. That platform merges the click conversions and the view-through conversion into a single conversions column in the Gemini Interface. A customized report will help separate the two. Yahoo Gemini has a “Create Report” icon to allow you to generate reports to note how click and view-through conversions are reported respectively. You are then able to optimize.

  • Google Analytics Goals and the AdWords Conversions.

Don’t try to import Google Analytics Goals into an AdWords account. AdWords will combine all conversions in the UI, and this may result in over reporting. The best way to be sure there is correct reporting on conversion actions, the Tools>Conversion Actions of AdWords permits you to see everything that is in the Conversions column. You can find out what keywords or campaigns are showing dissimilar conversions by looking at the Segment>Conversions>Conversion Name to check on the conversion actions taking place at either level.

  • Unique Conversions (e.g., Bing UET)

Bing was once an overachiever when it came to reporting; you would often get more than you needed from UET. That has changed, and you do not have to settle for “All.” UET now offers a “Unique” conversion option. This update permits both “Unique” and “All” in conversion counting. The “Unique” option might not be useful if you are tracking orders since you need all of the data for tracking purposes. But, it is valuable if you are tracking leads. You simply edit the calls in the “Count” area and put in “Unique” to get the type of conversion counts you want.

  • Triggering conversion pages in the Tag Manager with the use of “Contains.”

It is important to understand the naming convention employed for all potential conversion pages if you decide to use “Regular Expression” or “Contains.” The same trigger used on both the checkout page and a service sign up can cause conversion pixels to generate on both. You avoid this by using the URL or simply “Equals.” If you keep an accurate record of the conversion pages, it helps avoid a naming convention that might lead to conversion problems.

  • Trailing Conversions

Day-of- click conversation will help with any optimization work. It becomes problematic whenever there is a delay in the click-to-conversion; the metrics are affected as changes occur later. The numbers in AdWords change as customers return later to a conversion. You can prevent the data skewing by using a window of time longer than a day when performing the optimizations. Google Analytics is a third-party platform that will report the conversions when they occur and is a good alternative.

No one wants trouble with conversion reporting, and there are some useful way to avoid bad conversion data:

  1. Record any URL used for conversion;

  2. Take advantage of several platforms like Google Analytics, using them to cross reference and double check on the primary conversion reports;

  3. Look at the established “Trigger” pages in Google Tag Manager. Be certain the correct pages are helping conversions;

  4. Use QA tools. Google Tag Assistant and Tag Manager Preview and Debug immediately come to mind.

  5. Take Advantage of offline metrics to determine if what is recorded online is truly happening;
  6. Look at conversion reports across platforms. There could be some discrepancies which will impact your conversion figures.

Reports can be misleading if you are not careful. Do not assume everything is fine when, in fact, the statistics are not accurate. An ounce of prevention is worth a pound of cure. Review the conversion reports of the platforms you use and then optimize.