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.

Generating A Knockout Keyword List

You already know the importance of keyword research to the success of your projects, but sometimes arriving at the right keywords can be a real struggle. After all, these are the words that real readers type into the search box to get their favourite search engine. It is also the words that the search engines use to determine how to rank your site. If you find yourself struggling to choose the right keywords, make sure you are aware of the tools that are available for you to use.

The Company’s Website:

The first place to start digging for keywords is on the company’s website. Look at the website and see what keywords are already in place. For example, if you are trying to pet food for Mars, then some of your keywords would include Pedigree, caesar, and Chappi. A quick look at the website yields more keywords including food and treats, feeding a dog, and Breeder’s Club. If the site has a sitemap, it can be a gold mine for ideas. It is vital to make this list as long as possible. A great way to do this is to write them down in an Excel programme dedicating a line to each possible keyword. You are making no judgements at this point.

Think Like Your Users:

The next step is to think like your users. Not everyone calls everything by the same name. Therefore, it is essential to include all the variations on your list. For instance, some people may buy dog food for their animal, while others may buy puppy food for the exact same animal. If possible, talk to dog owners and watch the words that they use or read some dog forums and see what words people use.

Use Tools:

The next step is to use tools that the different search engines provide to expand your list even further. There are many tools available and some of the best include:

FreshKey (freshkey.com) allows you to search Amazon, YouTube, Google, Bing, Google Marketplace, Wikipedia, YouTube and eBay in one simple search. Then, you can search by the number of users that use that keyword phrase within each programme, This programme also shows you which words are hottest right now.

Soovle (http://soovle.com) allows you to search Google, Wikipedia, Amazon, Answers, YouTube, Bing and Yahoo. This programme is free, but produces tremendous results. Slowly type your possible keyword into the search box and ideas will even appear as you type. For example, by typing dog food into the box, the programme generates dog food commercial, dog food challenge, dog food prank, and dog food lid among the thousands of choices.

Ubersuggest (http://ubersuggest.org) offers users the option to search images, news, shopping, video and recipes. Enter a keyword and the programme will generate thousands of suggestions. For example, by typing dog food into the box, the programme generates dog food reviews, dog food recalls, and dog food brands.

WordStream (http://www.wordstream.com/keywords) offers users the option to search many keywords. Entering our dog food term generated a list of almost 20,000 keyword terms including wellness dog food, dog food recipes, and solid gold dog food. The best part of this tool is that it will also help you group your keywords, and create list of negative keywords to use. Remember that in many cases, if you are conducting PPC campaigns, using negative keywords can be very effective.

The advantage of using various tools including those provided by Google and Bing is that you can greatly expand your list because each programme chooses different dynamics to test.

When you follow this approach to selecting keywords you literally develop a list of thousands of possible keywords. Then, you are ready to use the keywords in the right way in your PPC ads or blogs to generate outstanding results.

6 Top Secret Stops to A Successful PPC Campaign

If you have ever gone on a long trip, then you know the importance of having a map. You will want to study which towns you need to pass through along the way, and know what you can accomplish in each of those towns. It is no different when planning a PPC campaign. You need to understand the roadmap so that you can get to your final destination of the best campaign ever.

1. Set Your Objective :

Just like when you are leaving on a road trip, you need to know where you are going. Most people head either to gathering leads or getting sales, however, you may have a different goal. The most important thing is to know where you are headed or you may drive around in circles and get know where.

2. Find Your Customer’s Pain :

The most successful products are created to solve a problem that the customer has at the moment. Stop and figure this out. It is important to identify this point before proceeding down the road.

3. Create A Story :

The next step is to create your landing page. The landing page should show the customer exactly how the product solves the customer’s problem. It should have an introduction that grabs the audience’s attention. It should have some building action. Most importantly it should have a strong call-to-action.

4. Create Your PPC Ad :

Now that you have identified the purpose of the ad, how your product solves the problem, and the landing page, you are ready to create the ad. Remember that you need to use powerful words in the headline and the image on the ad should speak volumes. Try to show your customer the benefits of your programme in your ad.

5. Run Congruence :

Congruence is a simple element, but one that is often overlooked. Every element of your PPC campaign should support the other elements. Make sure that they go together, including words, logos, and colours. You want to build the trust of the customer and one way to do that is to keep everything congruent to help ensure them that they have arrived at the right place.

6. Arrival :

You are now almost ready to arrive at your final destination, a successful PPC campaign. Never rest on your laurels, but continually be testing to see if there are minor tweaks that you can do to improve your campaign. You always need to be testing new ads in the hopes that one will top your current top ad.

The truth of the matter is that the PPC marketer never truly arrives at their destination. By following this roadmap you are ready to begin the journey that has no end.

 

4 Factors You Must Consider When Creating a Landing Page

The landing page is one of the most important things that you will create. The page needs to promote your product, without being sounding like you are selling. Therefore, before you write your next landing page, make sure to consider if it is reliable, factual, informative and accurate.

1. Reliable:

Only include information on your page that is reliable. This encourages the potential customer to trust you. If you break that trust, then you have broken a relationship that is nearly impossible to rebuild.

2. Factual:

You know that you have the best product in the world, but do not tell your customer that. Instead, give your customer the facts and allow them to find out for themselves. When presenting these facts make sure to explain to the potential customer why that fact is important.

3. Informative:

Pack your page with information. Each sentence should tell the reader something new or explain a concept in more detail. This is especially vital because the more information there is the more Google will like the page. Thus, the more customers will see your page. Secondly, the more information you pack onto the page, the more the potential customer will want to share it with their friends.

4. Accurate:

The information on the page should be accurate. It is never wise to lie about your product. The information on the page should sell the product without you needing to lie to the customer.

When you are creating your landing page, make sure that you keep it reliable, factual, informative, and accurate. You want the customer to become your lifelong customer and to find the information so great that they will want to share it with their friends.

4 Steps to Raise Your Quality Score

The higher your quality score, the less you will need to bid on a PPC keyword. In addition, the higher your quality score, the lower the cost of conversion. When you have a higher quality score, your return on investment instantly goes up. Therefore, it pays dividends to raise this number. When looking to raise your score, make sure to consider these four areas.

Keyword Research:

The most successful quality scores starts with great keyword research. While major corporations can afford to go after the most sought after keywords, most people with smaller budgets need to look at long-tail keyword opportunities. For instance, if you are trying to sell shampoo, instead of using shampoo try using a particular brand name, product name or target people in a certain geographical location.

Keyword Organisation:

After you have discovered what you think are the right keywords, then see how you can effectively group them together. Using grouped keywords allows you to target your PPC ads to the targeted audience and will raise your quality score.

Refine Always:

You already know that PPC advertising is a very competitive field. Therefore, you should always be looking to refine your current ads to produce better results. You should always be trying to create a new ad that will be more effective than your current ad.

Optimise:

In the past, there were many theories about where the keywords belonged on a landing page. Now, instead of worrying about where the keywords are placed, it is much more important to offer viewers of the landing page, information that is reliable, factual, informative, and accurate.

Following this procedure allows you to raise your quality score. In return, you will pay less for your keywords. You will also enjoy a higher click through rate. The best news of all is that you will have a higher return on investment.

3 Ways to Create a Keyword List

Google earns over $32.2 billion dollars each year in advertising revenue from Google AdWords. Therefore, it is vital to choose the correct keywords so that you are winning as many bids as possible. In order to build your keyword list, it is vital to consider three important factors.

Relevant

Your keywords must be relevant to what you want to accomplish. For instance, if you are selling shampoo, then bidding on keywords about dog food will not do you any good regardless of how low price they are. Instead, bid on keywords like shampoo, but don’t forget to also bid on brand name keywords like Hair Expertise Ever Pure by L’Oreal.

Exhaustive

Now, that you have started forming your keyword list, it is important to keep adding to it. A great way to do this is to add locations to your keywords. For example, buy shampoo in London. These keywords are usually cheaper than the exhaustive keywords that are found around the world.

Expansive

If you are going to be successful you need to constantly be changing your keywords. Just because a keyword works today, does not mean that it will work tomorrow. Therefore, always add to your list.

Choosing the right keyword is vital to your success as a PPC campaigner. Choose the right keywords and you can produce high click-through rates. Remember that your list should be relevant, exhaustive, and expansive for the best results. Never rest on your laurels, but keep trying new keywords for the best results.

7 Steps to Creating An Award Winning Blog

Henry Ford is credited with creating the first automobiles, and yet he said, “I invented nothing new, I simply assembled the discoveries of other men behind whom there was centuries of work”. It is the same way when you are choosing to create a blog. You need not create something new, but you must take the work of those who have gone before you and put it together in a way that will impress your customers. If you follow these seven simple steps, then you will be successful at doing that.

Step 1: Own Your Own Domain Name

While you will find several places that will host your blog, often for free, it is important to own your own domain name, as it leads credibility to your site. Domain names are available from Go Daddy.

Step 2: Use A WordPress Template

The easiest way to build a website is to use a WordPress template. Like Henry Ford building the first car, there is no need to reinvent the parts. Instead, using a WordPress template allows you easy access to the components. In particular, consider vFlex, Appliance, Sensitive and Strap Slider Lite

Step 3: Choose Your Medium

While the majority of articles on the Internet are written, that need not be the case. You can choose to use videos or use graphs to convey your point. While some bloggers choose to stay with one format, others choose to mix it up, using what works best for them.

Step 4: Just Do It

While many people worry about making everything perfect before hitting the publish button, the most important thing to do is get your blog published. The great news is if you find an error later, it is easy to go into the blog and fix that error.

Step 5: Make it Easy to Share

When you are writing a blog, make it very easy for viewers to share the content with others. Therefore, at a minimum, you need to include a Facebook button and a Tweet button.

Step 6: Build Credibility

Your blog needs to be credible. There are many different ways to accomplish this. If you have won awards in your field, then make sure to list them on the page where your blog is found. There is nothing like person-to-person contact to build a following. Include an about me page on your website.

Step 7: Allow Comments

Some of the best ideas come from readers. It is a great way to understand what they are thinking about or where they are having trouble. Therefore, make sure to allow moderated comments on your website.

Following these seven easy steps is the best way to start blogging. Remember that consistency is the most important thing. You will need to upload a new blog every two to three days. Once you get started you will discover that you are filled with ideas.

Get Out Of Your Photo Rut

Many people spend hours trying to find the right graphic to illustrate their ads. If you have encountered this problem, then you may be stuck thinking about graphics always in the same way. If this sounds like you, then try experimenting with some new ideas.

Provider’s Portrait

If your business relies on personal service, then consider using your own photo. When people see you while familiar things surround them, it creates a sense of trust. When people trust the provider, sales naturally increase.

The Product

If you are selling a product, then consider taking a close up photo of the product. In most cases, the closer you are to the product the better. Make sure to play with creative lighting if there are words on the product label that you want to emphasize.

A Benefit

Make a list of the benefits of using the product. Now, choose the top benefit and find a way to show that in a photo. For instance, if you are selling swimming pools, then show a happy child in the pool.

Show an Output

If the product is designed to make something, show the finished product. For example, if you are selling an oven, do not show the oven, but show the beautiful steaming pie that just came out of the oven.

When you start thinking of all the possibilities you will soon find that you are filled with creative ideas. Alternatively, if you cannot come up with a great photo, then consider eliminating it all together. On the other hand, especially when dealing with complex ideas, a graphic, such as a chart, also can make an awesome graphic.

Cost Per Conversion or Return On Investment?

Many people who are trying to analyze their first AdWords accounts become confused about which way they should measure their account level so that they can make adjustments at the keyword level. There are basically two choices; cost per conversion and return on ad spend. Understanding the difference in the two will allow you to understand which the best choice is for you. Remember, however, that they are not inclusive, so you should look at the other indicator at times.

Most experts who are seeking to use their advertising for lead generation choose the cost per conversion method as it is easier to see how it impacts your goals and your company’s performance. In order to arrive at this number, simply divide the total cost of the ads by the number of conversions that the program has achieved.

If you choose this method, then make sure to know where your breakeven point is, as you do not want to spend more than your leads are paying you. Knowing this point allows you to keep your cost per ad below that level by tweaking your accounts. There is no perfect solution, so remember to push your advertising budget just as far as you can.

If you have fixed costs and fixed payouts, then this is probably the model that you need to choose. It is the most important way to go if the purpose of your ad is to generate leads. In addition, do not forget to measure the total number of leads generated by a campaign.

The second method used to analyze your AdWords cost is to figure your return on investment. Usually this is achieved by dividing the revenue brought in by a campaign by its cost. This is especially valuable if you work in e-commerce, because it allows you more flexibility when you are selling numerous products. When analyzing your return on investment, it is usually helpful to shoot for a certain percentage rather than an actual amount of money.

When using return on investment for an e-commerce business, try grouping your products into categories to determine which categories are most profitable for you. When you do this, you will be able to see where you are generating the most revenue and know how to tweak your AdWords campaigns for maximum success.

Both of these metrics should be watched carefully, but depending on the type of business you are operating one may be more valuable than the other one. Do not forget, however, to watch the other one as it can help keep you avoid unnecessary surprises.

5 Social Media Sites You Should Be Using

It is vital that you know where your target audience heads to when they are using the Internet. There are literally hundreds of social media sites, but it is impossible for most business people to create custom content for each of them. When arming yourself with this information, you are able to create your brand quicker, recover former clients who may have forgotten about your product and segment your audience based on their preferences. When looking at social media sites, make sure to consider these five choices.

1. Facebook

Facebook is the second most popular site on the Internet, being surpassed only by Google. Over 900,000,000 people visit this site each month. Many do it multiple times a day. Therefore, it is important for most businesses to be advertising on Facebook on a regular basis.

2. Twitter

Twitter is the second most popular social media site on the Internet with over 310,000,000 unique monthly visitors. When creating content for Twitter, remember to keep it short and memorable so that people will want to pass it on to their friends at greater rates. This allows your company to experience even greater exposure to new audience members who often view it as a recommendation from a friend.

3. LinkedIn

LinkedIn sees about 250,000,000 unique hits each month. When using LinkedIn as a marketing tool, it is vital to remember that the more people that you follow and the more people that follow you, the more successful your marketing will be.

4. Pinterest

About 150,000,000 people visit Pinterest each month, and like Facebook, many people visit several times each month. When marketing on Pinterest, remember that you need to create unique content that displays well in a photo.

5. Google Plus

About 120,000,000 people visit Google Plus each month. In order to target this segment of your customer base, encourage people to add you to their Google Plus circles every time you send a marketing email.

When you capitalise on the power of these sites, you are greatly expanding your customer base allowing you to introduce your brand to even more customers. You are also reminding people of the products that you have available. Perhaps, most importantly, however, it is an easy way to target audience members with the content they will find most useful.