This Ain’t no Party, This Ain’t No Disco. Adwords is Important!

Let’s all admit something: social media marketing is fun! Forget about all of the data and numbers crunching, the ability to get precise information about demographics and how effective advertisements are is nothing short of amazing. It really does make life a little bit easier, and this is definitely not your father’s marketing world (Thank God!). However, a marketing professional has to keep something in mind. Adwords and other tools of the new trade are not toys. Even though it can be a very festive mood at times in the office, a person must be very serious when it comes to looking at the data and the campaigns. It helps avoid some scary serious panic attacks.

Getting lazy can cause very awkward situations. The notorious fat finger can raise major, major headaches when it comes to bid management. It may sound odd, but if you’re not paying attention, you can very easily move your bidding decimal point to the right with the CPC by accident. Sometimes, confusion about the number of impressions ads are getting can happen when person forgets that those same messages were not sent to rotate, but to optimize instead.

CPCs now and then can be like little gremlins in the ad campaigns. Default Max Bids are not set at the keyword level, and sometimes people forget that. Incidentally, have you noticed how AdWords uses all kinds of acronyms? You had better remember the right ones, or you are in for a major migraine.

Clients can also get confusing. You have to remember little things such as the trademarks, and what exactly the client is selling. It is important also to remember that a client may have several lines of business and the last thing you want to do is to confuse them. Setting up an Adwords campaign for men shoes when the client also sells men’s shirts and wants the ads for the shirts can result in a number of frustrating, nonbillable, hours of correction. Keyword reports can get awfully inventive if mistakes are made in the inputting of information. All of the various tracking reports that Google allows don’t mean anything if you are continually getting confused about which one. Recent changes in the Adwords Editor need to be constantly in mind.

All of this leads to a very important moral that every person using Adwords in particular must always keep in mind. AdWords comes with a fantastic array of tools, but you have to be sure you’re using the right ones competently. No carpenter is going to use a hammer when the saw is needed. You have to be aware of what is in the toolbox.

You cannot take things for granted and hope that Google is going to correct things on the fly. The CPC is one thing, and the Conversion Rates are entirely different. You have to know when to use either to get the job done right. Google is a very good marketing tool, but it is not a mind reader. Simply because the figures can be crunched and the results generated by the tapping on the keyboard is no excuse at all for being lazy on the job. It isn’t just efficiency or a commitment to excellence that demands this. Clients are rarely good-natured fools. If they see there is a problem in the campaign, they are going to demand changes. Depending on the scope of the state, they’re going to insist that the corrections not be billed to them. That is enough to give anybody serious nightmares. If only for the sake of your balance sheet, the ins and outs of Adwords have to be carefully followed. Social media marketing campaigns can be very creative and intellectually rewarding. Taking things seriously and being careful will assure there are no expensive mistakes.

Caution is something that people new to Adwords almost always use. The problems surface with those who have gotten so familiar with this tool, that they make careless mistakes. A rule of thumb is that you are never a complete master of any marketing tool. Consequently, you must always be careful with what you are doing. It means periodically quizzing yourself on the various elements of Adwords. That way, you know immediately what has to be used. It also means you are able to use it correctly.

Awfully Big Changes to Ad Rank

Change really is the only constant in this world and that includes advertising campaigns. If you are comfortable with the way Google determined Ad Rank, you have to accept that things changed radically several months ago. Google now doesn’t just consider the bid and the Quality Score. The expected performances of the ad extensions are now going to be part of the arithmetic. Please don’t pretend that changes are novel to Google. They have been doing it with Ad Rank all along.

It wasn’t that long ago that Google established a new means of bidding. Known as bid – per – call, it was going to be part of the Ad Rank equation. That caused a mild thunderstorm with a number of people who were frankly taken by surprise. Not every advertiser focused on calls, and they were afraid that this change would harm them. Fortunately, that feature didn’t last too long. The recent upgrade that involves the ad extensions is a major one, particularly for those who use ad extensions that are relevant and not frivolous.

Emphasis should be placed on relevant ad extensions because these in fact should count. Those that are put into effect just for the sake of generating numbers don’t truly make sense. Rather, those ad extensions that are indeed relevant to the goal of the campaign really are what matter, and account executives should be concerned about them alone.

The ad extensions need to have some good testing. Mobile specific extensions in particular need to be used as campaign enhancements, and these should be relevant to the specific needs of the user. A store locator site link for the useful call extension is important, since potential customers are able to find or connect to you and your web store from their smartphones.

Some other extensions that may not have yet been tested, but should be included review extensions. This is where the latest additions to the Google toolbox will permit an advertiser to showcase third-party review data directly below advertisement. This can add greater emphasis of your brand to any unfamiliar user. It is one of the things that can be leveraged by any advertiser.

An advertiser who is making use of ad extensions and does it properly will definitely see positive changes in ad position. This is going to have a nice effect on the average CPC. Those who have been caught napping, however, are not going to be too thrilled with the initial results. That makes it critical for those advertisers to start looking at any possible options.

The jury is still out for many people on this development in the Ad Rank calculation. They still want to see what the actual facts are going to be as time goes on. Whatever the final information brings out, this is yet another instance where people cannot rest on their laurels or hope that postings yesterday are going to be red-hot gospel tomorrow as well.

Google doesn’t just embrace change. The social media giant celebrates it and believes that making these improvements will only result in enhanced quality of service to consumers. Google is throwing down the gauntlet to advertisers as it has done in the past. It is all part of the psyche of social media. Being so five minutes ago has now changed. For an advertiser who is two minutes behind on making improvements or reacting to changes, there’s going to be a loss suffered in not just Ad Rank, but in CPC as well.

It can all be thought of as navigating in hurricane prone waters. It starts out very well and all of a sudden the wind starts blowing. The ship that is ready for any change in the weather is going to make it through the storm, and be ahead of the competition. Naturally, an unprepared competitor is going to have a rough time. Anyone who’s been doing social media advertising the last couple of years knows that there will be a change in the breeze, periodically. The new change is going to be a distinct advantage for anybody who has used ad extensions effectively. It will also be a signal for others to be a little bit more careful. Relevant ad extensions are going to be the strategy that is going to win the day for the smartest advertisers on the web.

Bad Data, Poor Decisions. Be Careful What You Watch

Nobody in their right mind wants to do shoot in the dark advertising. There is simply too much chance of poor figures and wasted money to arbitrarily post an advertisement and see what happens. It is why ad testing is done; to narrow the probability of poor sales figures and increase the chances of strong revenue the same time. When advertising manager must keep in mind is that ad testing is like any other statistical tests. Data problems can cause nightmares.

Google allows for some very sophisticated testing of ads that can uncover a great deal of information. However, the old adage of “garbage in, garbage out” will apply to any ad testing. It is how the data is gathered and then interpreted. Here are some externalities that can affect the data collected in any ad testing


The types of campaigns are going to produce different figures in order to prevent data problems from happening. The type of campaign first has to be identified. It can be either remarketing, non—remarketing display, branded, or non-– branded search. The type of campaign is going to set the parameters for the data that has to be kept in mind. Mixing campaign results can result in statistical confusion as the numbers are searched for answers.

The Sample Used For the Test

This is a standard component for any type of test whether it is marketing or biology. That being said, there has to be sufficient data to draw realistic conclusions. A sample size which is too small will register nothing of value.

Check the Time

Marketing has traditionally looked at the seasons of the year, such as Christmas or Easter. It is also quite possible that data will drop off after the peak season for particular product or service is past. That is important. It comes to ad testing because it can establish the high points (E. G. the season) and low points (the off-season) of the ad testing. This attention to time can even extend to hours of a day. Evening users could react in a way that is different to somebody who is more active in the afternoon. Checking the time of day can give an idea of when is the best time slot to run the ad.

The Art of the Deal

This involves the wording of the ad and its attraction. It isn’t just the catchy phrases to attract a certain demographic, but also the actual enticement that is offered (e.g. sizable discount or other consideration to convince a person to make a purchase). It is a situation where the results may be influenced heavily by the deal itself. That has to be factored in to any test evaluation.

The Mobile Devices

These provide a lot of exposure, but will vary from device to device. A smartphone may give different data then what is given by a tablet. By having idea of the performance registered by the separate devices, which ones are bad and which ones give excellent results, can prevent a situation where mobile devices as a group  prejudices the data collected one way or the other.

Confusion among Ad Extensions

It’s possible there may be different phrases used. The ad extensions might by themselves be interpreted as a reason for one ad standing out from all the rest. While the wording is important, no single ad extension should be used as the crucial determinant of success.

Be Careful of Search Partners That Are Used

search partners can have different objectives then those of the main search. Be sure that the search partner (or partners) is a variable taken into consideration when the data is reviewed.

Never Let Position Be Misguiding

It stands to reason that a higher click through rate will occur if the ads come in at position is higher than average. An aggressive campaign is capable of producing good results, but that doesn’t mean that it is the ads alone creating this. Don’t be blinded by where your ad stands.

These are all caveats and qualifiers that are intended to keep the data of an ad test from being contaminated. Outside factors such as the season or the deal inherent in the advertisement can skew the statistics. If they are not accounted for the wrong information can result. That can defeat the entire purpose of doing ad tests. While some people may think it’s a little tedious to watch out for all of these things, it can be devastating if all the tests can produce is data that can’t truly measure the effectiveness of a given task.

Your Ad Tests are Going to Need Solid Metrics

Tight budgets and stiff competition don’t leave much room for mistakes. Those are probably the greatest reasons why AD testing is so important. It takes away some of the uncertainty and allows an advertising campaign to be more rifled and less of a scatter gun affair. Optimal outcomes happens when the testing shows there is one particular ad that really sells and causes major profits to be generated. That is something any advertising manager wants to have happen. The concept of testing is pretty straightforward. You can have several ads running simultaneously and check the results to see which one is the best. That essentially is what Ad testing is all about.

The hard part is what the real world can throw at you. Things change on a routine basis and the ads have to respond to that. There’s also the fundamental activities involved which includes composing copy, deciding what ads are going to be in the test, organizing the actual test in a set scheme, and then taking a look at what the results are. Anyone who is done testing knows that there are a lot of statistical phrases and probability terms tossed around. The methodology is intended to show that sheer luck did not cause different figures: there was a degree of probability and statistical significance in the bargain. The metrics used are going to be extremely important. The tests are not going to be of any value if the wrong metrics are being watched by those conducting the tests. There are several metrics that are going to be very important and these are going to be very useful it comes time for evaluation results.

Conversion Rate

This is an advertising term that is heard so often in relationship to Click Through Rate that sometimes people may think that both are one and the same. They aren’t. Conversion Rate concentrates on the number of clicks that lead to conversion. This is an indicator of traffic moving through PPC. It is centered on the number of users who click the ad and make a decision to execute a purchase transaction. Those ads that bring in a heavy volume of the designated traffic are the ones to be evaluated and measured in the testing sequence. The Conversion Rate is a pretty straightforward metric to use, but using additional metrics can help firm up the evaluation and produce more meaningful information.

Click Through Rate

It is a fairly easy metric to review and evaluation simply follows the C/I equation (clicks divided by impressions).  It has importance as far as determining the potential leads who may be interested in what the ad is attempting to sell. It is also a fairly limited evaluation tool because it doesn’t take into consideration any actions completed or conversions that have been made. That is critical since the results of the clicks are what have to be center stage. Because of this, the result of the Click Through Rate assessment should also have a Conversion Rate variable as part of the overall evaluation.

Impression until the Conversion Occurs

This is a measure of how many impressions occur until conversion is successfully achieved. An easy equation to help remember this is I/C (impressions divided by conversions). Excel spreadsheet calculations can be used to massage the statistics and look at the results. It can help better understand which ads are creating interest and if clicks are the result, as well as if sales or leads are coming in from the ad. Another utility for this metric is that it’s a tiebreaker for the other two metrics. Ads that have nearly identical Conversion Rates or Click Through Rates can create a very difficult choice. Impression Until Conversion can help in reaching the final decision.

Keeping the Ad Tests Valid

Any researcher will tell you that there has to be something to keep data valid and reduce the risk of contamination. A good control for statistical reliability is an investigation of the ad rotation settings. Those have to be in good order or else it can cause some drastic variations that will compromise the statistics. Frequency of ads in the test ought to be the same and actually should be run at the same time. The reason for that is that using different months or weeks does not take into consideration the same conditions the market is creating. The real world can throw some major curveballs as it is constantly changing.

Ad testing is a critical part of any successful campaign. The above metrics are good indicators of success levels but controls for accuracy and solid test methodology have to be ready ahead of time. This will require a fair amount of planning, but the resulting information is going to make that certainly worthwhile.

Developing a PPC Bidding Strategy? The Basics Matter

Advertising mavens love to talk about strategy and of the nuances used to get things perfectly right. That’s great for academic discussions and perhaps a few white papers, but most people in the trenches want information that is going to help direct activity and produce positive results. This means taking a look at the basics and that is true for any PPC bidding strategy. The fundamentals are going to be extremely important.

Boiling It All Down To the Essentials

when all is said and done, a PPC strategy has at its core concerns for bids, keywords, and ads themselves. A PPC bid is most effective when the strategy puts an emphasis on conversion rate and also the profit that it is anticipated from each conversion. That is the bare bones of the bid, and it will play an influence on determining what the appropriate strategy for bidding is going to be.

Weighing the Options

The good news is that there is more than one choice when it comes to a PPC strategy. Here are the most common:

Ordinary CPC Bids

this will require a routine inspection of bids be sure conversion rates which are in a state of change have a positive connection to any bids that have been made. The CPC on given keywords are under the control of the advertising manager.

The Use of Auto – Bidding

It has the immediate benefit of producing maximum clicks. Auto bidding will also adjust the bids to be more cost-effective and make it easier to get less expensive clicks. This can help in situations where budgets have to be scaled down, and there is no tracking of anything beyond visits to the website. The only cautionary note is that auto bidding, while permitting less expensive clicks, can result in poor quality.

Deploying CPC That Have Been Enhanced

Google will play a proactive role with experiments on all the bids are placed. Google will do this by making changes influenced by the possibility of an ad conversion. These are particularly effective when time constraints prohibit the ability to routinely maximize the quality of any given bid.

Making Use of the Conversion Optimizer of Google

This is going to require having existing data but Google is in command here, setting bids that will maximize conversions. This is an option that is driven by historic data. Performance trends that are identifiable will work best with the Conversion Optimizer. Using this particular option is going to require regular observation of what is going on. It is not a smart idea just to set things up and walk away from it. If the situation doesn’t look good after a given period of time then it may be necessary to make use of manual bidding.

 Considering Bid Modifiers

the benefit of being able to adjust a bid based on time of day, calendar date, mobile device, and location cannot be denied. Bid modifiers have been an integral part of enhanced campaigns. These can be developed into a series of bid adjustments that can become fairly sophisticated as they are used. Some people are concerned that this may be making things a little bit too complex and perhaps little bit confusing. It can result in multiple combinations taking the place of one bid determining what will be paid for a given keyword. However, the concern over combinations assumes a high level of conversions that may or may not be there. It may sometimes be necessary to just trust the data and concentrate more on how to make the bid modifiers even more effective.

There Can Be Flexible Bidding Strategies As Well

AdWord flexible bid campaigns have also impacted the way that bidding is done. There is no longer one best way and “this way or the highway” approaches to bidding within the framework of a campaign have become ancient history.

There is no question but that more bidding option strategies will be coming along as time goes by. However when one strips through all of the terminology and explanations, the basics are what create fantastic PPC strategies that deliver great results. Goals, objectives, periodic updating, and best practices that include checking things to be sure there are no errors will always be important. An advertising manager should think of options such as bid modifiers and flexible bidding strategies as those components which will expedite what is already been decided. If the fundamentals are kept in mind, they can easily be molded into strategies that ultimately generate enviable figures.

CPA Bidding Can be Even More Effective for You

Google CPA bidding definitely has its good points but unfortunately the benefits can be very short-term. The bidding conducted will be useful but when the statistics are new then the bids have to be submitted once again. That can be the case with placements, landing pages, and any other data point that is within the given account. Data changes can disrupt things a little bit. Unlike landing pages, bids do not have a long-term life. Consequently, bids should be considered only something that will provide a brief positive result in the course of events. When that is recognized, more time can be spent on developing areas of long-term gain such as the ads, with a little less time spent on worried about bidding.

CPA Bidding Challenges

Yet that doesn’t mean that a PPC manager should just sit back and watch the clouds roll by. Whatever time is spent looking at CPA bidding should be as effective and efficient as possible. The chances for poor CPA bidding are fairly high. There are several reasons for this happening:

1. The conversion data is highly irregular and this shows up in both the keywords and in the ads. Situations can arise where there are hundreds of keywords but only a small percentage will register a conversion in a given period of time;

2. Google’s superior assistance can make a PPC manager get lazy. Account management best practices are tossed by the wayside.

3. The great unknown. Stuff happens and it may occur that poor reasons that are not easily identified will deliver an inadequate bid. They can be very frustrating but the unknown variables have to be kept in mind.

Some Minor, and Effective, Fine Tuning

A PPC manager should remember the axiom that less is more. What that means is that instead of making major changes in the bidding process, perhaps a few minor alterations can be done though achieve the intended results.

Poor tracking conversions can create their own nightmares. For example, ignoring mobile devices is going to cause a disparity in data. Google cannot be asked to be perfect when it comes to tracking; it is up to the PPC manager to make sure of that. If the mobile device is equipped with the proper conversion code, the CPA bidding is going to be better. As an overall rule of from the PPC manager should make sure that all tracking is as it should be.

Phone extensions as calls can be converted into sales but sometimes sales made over the telephone are not included in the analytics that determine the real revenue to be assigned to separate conversion statistics. Upgrading to a better campaign will allow for the use of the Report Phone Call Conversions option in the account

Checking the Keywords

CPA bidding is so efficient that sometimes it is taken for granted. Keywords are important, and it can happen that keywords are just added on a routine basis in the hopes that Google will take care of any problems. This can have a bad impact on the CPAs overtime. The CPA can gradually increase and the addition of even more keywords just makes matters worse. Fixing this kind of problem requires adding negative keywords into the mix. A long-term solution would be once again paying very careful attention to the search queries of any keywords that are being used.

Tests for ad copy are important but still some care has to be taken. Even Google’s default answering option can result in CPAs rising faster than desired. The CPA bidding process is not made to serve the needs of ads. If ads are to be tested in any CPA bidding campaign, those ads which are going to be forgotten should have the Google Optimize for Conversion option employed for the testing. Google will select those ads with conversion rates that are optimal and these will get the most exposure. The PPC manager must also have control over what is going on. This means indefinite rotations, careful review of the data, taking a look at the winners and removing any losers from the mix. To summarize it simply means in any ad testing the rotation setting for the test has to be good and all results must be carefully scrutinized

Best Practices are Important

By now it should be fairly obvious that even though CPA bidding takes a lot of the work off of a manager’s shoulders, it is no excuse for not staying on top of things. Best practices for account optimization still have to be followed. CPA bidding can quickly become ineffective extremely expensive if everything is simply ignored.

Sitting back and letting an automatic bidding system take care of things is tempting. What has to be remembered is an old adage of computer information systems: garbage in, garbage out. Google CPA bidding will change the bids based on the system inputs. If bad statistics, or ones not needed, are supplied then adverse consequences will follow.

Using Google’s CPA bidding is not a problem as long as you continue to work on the account and not neglect it. Bids are going to change based on data received. If poor data is inputted, less than optimal decisions will be the outcome. Best practices still have to be followed and a PPC manager must stay on top of things. Neglect leads to poor outcomes. It is really that simple.

Anyone Interested in Saving Some Money by Being a Bit Negative?

Advertising campaigns have to have a sharp eye focused on the budgets. Audiences have to be investigated and AdWords constructed from site URLs.  All are part of proactive strategies to build and cultivate a steady increase in the audience and visitors to the web location. Unique tactics are part of advertising and while everybody wants to think positive, there are few negative ideas that can save money and produce desired results. They revolve around the concept that Remarketing for Search is much more than a means of using search keywords for targeting audiences.

Remarketing for Search has been used successfully in the past to get in front of  specific audiences. There is nothing wrong with doing that, but a cost effective tactic is to go negative. By the way, “negative” in this context has nothing to do with being abusive or vulgar with the message. It is primarily a means of using Remarketing for Search in such a way that traffic is moved into an account for better focus and efficiency maximizing. It revolves around creating an audience in the shared library for a given URL on the website

No Need to Count a Paying Member Twice

It is really a waste of time and effort for any site to have pay per click ads show up in a search done by a paying member. Fresh faces are something that have to be encouraged and it is easy to do. The first page of the site, the one seen immediately after logging in, has an audience created for it along with audience exclusion for any search campaigns. What this means is that the ads are not shown to those who already logged in to the site before in the given campaign. The exclusion strategy can also work on those parts of a website that really are not profit generators. For example, if the website has a page talking about the management, it’s easy enough to exclude those who have visited only that page from seeing an ad in a campaign.

Blocking Tactics

Blocking can also be used for those visitors who already converted in a lead generation strategy, where a completing a second form for leads would not make any sense. Face it, that is comparable to attempting to sell the farm once again to someone who has already bought it. The blocking prevents a visitor from filling out yet another form and being a redundant lead generation. It means that the overall campaign strategy can be a bit more selective. Those people who already signed up for a given program don’t need to be part of the figures of the same campaign twice. Blocking of those who have already converted doesn’t need to be limited to one campaign; this can also extend to other campaigns. It can be important for any web site that is more of a general lead generation platform.

Blocking isn’t a means of arbitrarily cutting people off. Rather, it is a way to prevent redundancy from occurring accidentally. It is negative in the sense that a person does not have access to the campaigns. On the other hand, if this individual has already converted or is a paying member it doesn’t make any sense to keep going after the same information again and again. The generation of leads in particular can benefit from a little bit of negativity.

This is also a way of using something in a different way to reach a cost efficient result. PPC specialists have used Remarketing for Search and are familiar with it. The negative approach is primarily a means of taking what is already known and making optimal use. One of the savings is in time. Instead of spending precious moments thinking of a new way of doing things, what is already used and appreciated is being utilized. There is no major learning curve that results.

This is a little thinking outside of the box that can be very useful when it comes to audiences and lead generation. Granted, this is not something that will promote repeat business but there is little utility in preaching to the choir. It also encourages looking at the website and determining what pages are money makers and focusing attention on them instead of the low producers. To put in plainly, there is a serious opportunity to generate positive numbers by going negative.

Estimated Total Conversion Packs a Profitable Punch

Advertisers who use conversion tracking in AdWords now have a better tool to get a more complete understanding of the conversions that are the result of using AdWords. It is called Estimated Total Conversions and permits an advertiser to not only see daily conversions such as online sales, but also new conversion types that occur including calls and cross-device conversions.

We know from market activity that consumers don’t stand still for very long. They are all over the board and they are connected to any number of devices with which to shop. That is great for business because it means that a person isn’t restricted to walking into a store or using a PC to make a transaction. At the same time, it can be a maddening experience. The same consumer that starts a purchase on a mobile application could easily finish it on a tablet. This can get very confusing particularly during holiday shopping seasons. What is great about estimated total conversions is that it offers the opportunity to better understand consumer behaviors with some insights that are derived from such activity. It can clearly have a positive benefit for measuring the results of any campaign, or period of activity.

Here are just some of the ways that estimated total conversions will be helpful:

  • Knowing the mobile and its value. It’s common part of the conversation among advertisers just how powerful mobile applications are in principle. Estimated total conversions allow your advertising people to know in fact the full impact. For example, a campaign can be started on mobile devices with various advertising used. With the help of estimated total conversions activity what wasn’t known before, such as a purchase that started with the use of an iPhone and ended on a PC, becomes available data. Having this information will allow for decisions that could include working with a budget to better show Return on Investment (ROI), or even making subtle changes to any mobile bids:
  • Allowing for a second consideration of any desktop/tablet bid. Make no mistake about it, the ROI which is derived from AdWords is going to be changing as activity, including conversions, attributed to AdWords gets more focused attention. This can allow the advertising department to readily consider the cost per acquisition (CPA) of either a desktop or tablet based on the information derived from the conversions. Any positive changes in CPA will allow for new opportunities that were not considered before, including larger positions and volumes due to increasing the bids.
  • Solid bang for the buck. Advertising is always going to be concerned about how the money is spent. As much profitable sales figures as possible have to be squeezed somehow out of the message being delivered. The total value of any investment in AdWords advertising can change noticeably once the conversion figures are seen more clearly. This is going to allow for better focus of scarce dollars. Rather than being forced to do a shotgun effect to see which is best, the conversion figures are going to allow for a more rifled approach. The advertising department is consequently spending more in areas where possible success is more clearly defined. This is thanks to conversion figures that the estimated total conversions will allow to be seen.

The benefit of estimated total conversions will be seen most quickly in the area of retail trade. In this sector of the economy where the fickle behavior of consumers cause migraine headaches, the conversion figures are going to allow for better decisions being made. Some companies are already beginning to see the benefit and are able to maximize sales derived from mobile applications.

The consequence is a more efficient use of scarce budget dollars. Spend optimization is not yet a real science, but thanks to understanding cross device conversions, money can be spent more advantageously than ever before.

A retail company that uses total estimated conversions information is going to see the benefit when November and the Christmas shopping season comes around. Retail places its orders in the fall and plans its advertising campaigns in the months leading up to Black Friday. The cross – device conversion figures will prove invaluable when it comes to developing the bids and assigning money to advertising efforts. Retail margins are notoriously thin. Proper use of the estimated total conversion figures will make those numbers a little bit fatter.

5 Ways to Conquer a PPC Campaign

No matter how the strategy is designed for an AdWords account campaign, there are going to be revisions made. The market and consumer tastes change, many times without warning. It is an understandable temptation to make radical changes to better adapt, but it might not really be necessary. Within existing campaigns there are points of light where immediate figures can be generated that increase the bottom line. Account managers must be willing to look back a moment before just surging forward.

  1. The match matters in search advertising. It does happen that particular match types are going to get priority. In looking over the campaign an account manager must be certain that the matches used in the campaign are the best possible. If they are, there is no need to reinvent the wheel. A broad match with a little variation can increase keyword exposure and gain traffic. Query search reports can help determine if positive keywords that have been modified have given desired results. These are alterations to the campaign, however, and not massive overhauls.
  1. A tool that can be used effectively and draws from what is already there are Dynamic Search Ads (DSAs). These will create a campaign based on existing website content instead of keywords. Granted, there may be a virtual library of keywords already created, but the DSA gives the opportunity to determine if there is other traffic out there to be exploited. This does work, by the way. Google advertisers experienced as much as 10% more clicks when a DSA effort was included in the AdWords campaign. It increases positive exposure but there is a caveat attached. Only relevant pages of the website should be included; sales really aren’t generated from the About US page of the website.
  1. Nothing said thus far should be meant to infer that keywords no longer patch a punch in AdWords campaign. They do and new keywords drawn from existing site content can add a little more zest to a paid search campaign. It’s a case of using what is there instead of exploring the unknown to see what might generate buzzing traffic. Besides, testing new keywords will cost scarce dollars. A remarketing list for search ads, RLSA, will focus not just on keywords but the audience as well. A change in setting will allow concentration on a target group of people who have previously been to the website. New and generic keywords can be then be used on these return customers to determine success. Positive figures will then justify making the use of the new keywords to the general consumer public.
  1. Bid multipliers can refine the pool of those searchers being enticed so that only the interested are looking at products or services which are being offered. Location, Device, Audience, and Time of Day functionalities ought to be employed. Those cities that have performed should be investigated, and these urban areas may be quite different than originally anticipated. Those that deliver the best figures can then have bids increased. Repeat visitors should be added to the audience with subsequent bid increases. This makes sense because such consumers are already familiar with the company products and/or services. In fact, those who have already made purchases should be in the mix and there is an opportunity to develop brand loyalty. The time of conversion rates are when bids need to be increased. The time when the ad position drops ought to be noted as well, because it may be a key time and a bid multiplier can be used to prevent being outbidded.
  1. Whenever practicable, ad extensions should be used for their beneficial impact of the rate of click-through. Image extensions and sitelinks would be the focus. Image helps a product stand out and is a great click persuader. Enhanced sitelinks can help land the search account on the all-important first page of search results.

Optimization and refinements are a part of being in the world of e-commerce. Meeting the challenge of competition doesn’t mean the account manager should make highly dramatic changes that risk not producing results. A more tempered approach is to use existing content and greater focus on existing data, including previous visitors and buyers. It means a more mature strategy that responds rather than reacts. That has optimal chances of producing desired sales figures.