Don’t Let a Small Budget Get You Down

Budgets are a headache for any manager. Those columns of figures determine what you can and cannot do. Account executives constantly worry their PPC budget won’t be enough to generate a strong campaign for clients. Not to worry; there are ways to use budgets and create superior PPC performance figures. Here are several to consider.

  • Get Better Clicks. It is all about timing. There are peak periods, and by taking advantage of ad scheduling, you can capitalize on them. Don’t bother with those times when conversion rates are low, and use the remaining budget to concentrate on the peak hours. Set bid levels on those good times and get a better idea of conversion rates and CPCs.
  • Accelerated Delivery for Scheduling. This means going a bit against standard Google budgeting for the day. You are asking Google not to divvy up the budget into 24-hour parcels. Instead, you are asking Google to use the money in the account until the daily budget runs dry. It can mean, however, that all your money is used in a short period. You may want this if only a small part of the day will be when you want your ads to run.
  • Squeeze Clicks Out of Your Budget. If your budget is resulting in a low Impression Share because of the budget, or you are going through the budget quickly because of ranking, you can still generate clicks with what is left in the budget by reducing bids. Clicks which cost less maximize what is left from your money, achieving additional clicks, but you must be careful. Bidding too low can cost you the ranking you have and toss you off the first page. However, if you are already ranked comfortably high, you can safely use the reduced bid strategy.
  • How About Accelerated Budget Spend for Brand Traffic? It allows you to get a bit more brand related traffic.
  • Consider Shared Budgets. It will happen you are not able to always meet the demand throughout the day on a given campaign. This can be caused by a shrinking budget. You can offset this challenge by a shared budget. Sharing budgets in your campaign will enable you to register demand across the account.
  • What is the Search Partner Network Doing for You? Search Partner must be checked now and then, especially if most of the budget is allocated for Search Partner Network traffic. It can happen that Google or Bing owned search traffic has some excellent performance opportunities. CPCs can be higher on the Network traffic, but the conversion rates from Google or Bing may compensate for that.
  • Restructuring is an Option. You could have a non-brand campaign that is capping out. Restructuring can help. It is best down by providing top spending keywords with separate budgets in single keyword campaigns. You can cap them when you want and permit other keywords a chance to demonstrate their value.
  • You Might Not Know About Frequency Capping. It is an option with the Google Display Network ads. A limit is set on the number of times a user will see the ad; it can be daily, weekly, or monthly. The limit can be established for a particular ad or all the ones in an existing campaign. A cost-effective idea is to reduce the frequency per user. More people will see the ad that way, and you will make better use of scarce cash.
  • RLSA Can Help. If you wish to go beyond existing customers, it takes including a “non-new user” remarketing audience. It will permit you to spend money on new consumers while, at the same time, get existing customers at a cheaper rate. The increased traffic will come from those who have not yet been exposed.

There are other ways to maximize scarce resources, so there is no reason to give up. The money can be spent in a cost-effective way no matter how little is left. It is essential you know precisely what you want to do. It can be a combination of spending less but getting increased sales or spending less and ramping up the traffic to your web site. Once you have an idea of the overall objective, you can then use the right means to optimize the performance of your PPC campaign.

Writer’s Block Won’t Stop Keyword Creation

Keywords are critical in any Internet marketing campaign. The right ones are going to allow your ads to be on the first page of the search query and you know you should get the best ones. Any marketing manager knows that writer’s block is not just something for authors.

You’re in good company if you get writer’s block now and then. Hemmingway would get it and Faulkner suffered through it as well. You can overcome the obstacle by following a few tricks of the trade and employing some very usable tools.

Know Your Enemy

It’s your competition, and you can learn from them as you beat them in the market place. It pays to become a student of what these other companies do with keywords. You can maximize the lesson in these ways:

  • Edit Your Keywords. You may have some keywords that are not producing, and you should replace them with a variation of what your opponents use.
  • Don’t Hesitate to Copycat. You can’t think of everything all the time. Let your competition do some of the thinking for you! If their keywords appear to be doing well for them, then those same words can work well for you.
  • Consider New Words. Your competition may forget to use certain keywords in going after a segment of the market. What the other side forgets to use, you can utilize to your advantage.

Connect with Your Inner Browser

You attract new customer the more you are willing to think like them. You should think about what those Internet shoppers are looking for when they surf. Go over to Google in Google Chrome, type in your primary keyword, and note whatever keywords Google Instant Search will suggest. Here is what you can expect to see.

Popular keyword variations will come up. These are what other searchers use, and they can be extensions of keywords you are using. Go one step more, using the Google autocomplete function, and find out what folks were looking to find. You are then able to edit your keywords more effectively.

You do not have to use Google only. You can also go looking with Yahoo, AOL, Bing,, and

The Long-Tail Keywords

It requires not much more than a few modifiers added to the original keyword. That simple process develops a phrase that can attract attention. The benefits of using the long-tail keywords are higher conversion rates and less expensive bids since fewer folks are bidding on them.

Keyword Tools

There are several keyword research tools you can use to make life much easier.

  • Keyword Combination Tool. It helps you develop an aggregate list of all kinds of keyword combinations. Use your imagination, and you come up with an interesting collection of possible keywords you can have for any campaign.
  • Google Trends. What’s the word? Trends shape the popular vernacular, and you can catch the phrase wave with Google Trends. Reviewing the performance history of a keyword, digging into those topics which are relevant to your line of business, and simply discovering the latest phrase are all possible with Google Trends.

Don’t Let Writer’s Block Obstruct You

Writer’s block once held authors captive for days at a time. Don’t panic; it is not going to happen to you thanks to the Internet and changes in technology. You can get around this rock on the road quite easily. The tools are there, and the strategies are also available. It is up to you to use them.

Incidentally, this could be a lot of fun for you. You can resurrect that inner word craftsman and dabble a little bit in phraseology. The tools can generate what you need to attract people to your landing page. Always keep in mind that your competition uses the ideas suggested here. They do not hesitate to take advantage of what you are already using, and turnabout is fair play. You need to stay ahead of the other guy.

You do not have to wait until you’re at a loss for words to use the above advice. You can integrate into your daily campaign efforts. Keywords are important, and they can be generated without too much difficulty. You can get the phrases you want and the keywords you need because the tools are right there ready for use.

AD Customers Can Rescue a Campaign

You are able to change any details in your PPC ads, thanks to PPC ad customizers. In fact, those changes can come as fast as the snap of your fingers. Google AdWords permits you to:

  • Alter color details;
  • Adjust the dimensions and size of your product;
  • Change the price;
  • Change your remaining inventory level;
  • Modify any sales countdowns you created;
  • Make alterations in your sales events, spur-of-the-moment discounts, even seasonal sales.

You can make necessary changes on a central spreadsheet, transfer the changes to AdWords, and notice revisions made to any number of campaigns. It allows you to make those changes in short order without having to make an alteration to every single campaign one at a time. The advantages offered by ad customizers do not end there, either.

Being More Responsive

Consumer tastes can change rather dramatically because of social media and the Internet. Your campaigns should be able to respond quickly and effectively. Ad customizers offer an opportunity. The ads you run can be tailored to meet shifts in consumer behavior. You can do a revamping of your ads for a number of reasons, and tailor it for certain exposure including these

  • The devices consumers use to browse;
  • The given site being browsed;
  • The products viewed;
  • The product you happen to be promoting.

It is a substantial benefit. The ad customizer is able to respond to searching behavior. This AdWords feature can insert brought information quickly into the text of your ads; the type that closely reflects the search patterns of the customer. It is a proven time saver.

Ramping It Up

It looks harder than it truly is and it will help if you prepare before you intend to use it.

* Define Basic information. This would be data such as the end of sale date, inventory of items for sale, the beginning price, and product model. Place the information on a spreadsheet for later use.

  • Concentrate the Focus

The ad information you will be using must be in the proper place for any of your campaigns. An example would be employing customizers for every item brand within a particular ad group campaign you are conducting.

  • Activate the Ad Customizer within AdWords.

All you need to do is go into the shared Library and select “Business Data”, from the options. You will then select +Data and choose the “Ad customizer data” option you will see. After you have given the title to your data set, select “Upload.”

  • Create Your Ad Text

There should be at least one ad text. You will write that text using what custom parameters you’ve already decided on, and you will do this within Google AdWords. You decide the tone of your text. A scarcity or urgency call to action, indicating how the inventory is shrinking or many days remain for a given sale, are examples. Consider the psychology of buying and what words would best convince a person to make a conversion to purchase.

It is a Highly Usable Tool

You can schedule both the start and end dates for any campaign, and you can update or make some revisions to the parameters if you like. Pausing the ad set to take it up again later is not going to result in the loss of reporting or analytics.

Ad customizers are just right for large and complex product portfolios. If you happen to be a retailer with a large inventory, the ad customizers will permit you to update those texts in bulk as opposed to one at a time. Of course, the amount of time you’re going to save by not having to do manual updates will be substantial.

The benefits of at customizers can be thought of as scalable. If you happen to have lots of PPC ads, the ad customizers are to make things much simpler for you to manage. The just in time features of ad customizers cannot be denied. The taste of consumers can be very fickle and change without warning. You need to be able to increase the rates of conversion with the right ads for the curious customer. The ability to make revisions quickly is going to improve the chances for success and profitability. Every marketing manager wants that, and ad customizers help provide it.

Is Starting Over a Good Idea?

A pay per click account can be a real beast. You might be managing one that needs a little polishing up but you’re at a loss on what to do first. Moving forward is a priority, but the account might have a series of groups, campaigns, and keywords already in position. Where to begin making changes? It is hard to answer that question and make appropriate decisions.

It is a significant challenge compounded by time schedules. You need to have a PPC account that is generating positive figures, and there is little time for it just to stumble along. Fortunately, there are a few criteria points you can use to make decisions that will, in turn, rejuvenate the account and put it on the right track. Here is what you want to think about as you consider possibly making changes.

• Will It Be Easier to Judge Future Performance?

A primary reason for making any changes to an existing account is the ability to monitor performance with greater effectiveness. Getting better organized allows you to have a clear picture of the figures, and you will save time because the changes bring order to significant amounts of data. You are not looking all over the place to find answers to your questions.

You must be able to spot any problems or difficulties trending in the data immediately. As you look at contemplated changes, you must be satisfied that any enhancements will result in an ability to evaluate information better and make decisions based on reliable data.

• Will Any Changes Improve Account Administration?

An account can have many ad groups and campaigns in operation. Overlap can accidentally happen, and this makes it tough to manage things daily. All kinds of little quirks and problems will crop up such as nonperforming keywords or ones that counteract each other. Grammatical errors and misspellings are going to cause things to bog down and hamper efficiency.

All the little gremlins and pests in the woodwork can make you decide to ditch what you already have and start all over again. That is understandable but be sure that is the proper thing to do. You will be editing out those ad groups, keywords, and campaigns which are not producing and there is the possibility of better control and organization. This has the potential of allowing you to have a better focus on a possible search audience, and you will be able to make changes quickly. Any improvements must be worth the effort you will be expending. What is important is that any renovation to the structure ought to be able to save time and maximize performance over the long run.

• Will the Changes Stop Problems?

It is no surprise that any changes will affect performance somewhere in the account. You have probably experienced this anytime you change keywords. Sometimes, change can result in greater confusion than there was before. Starting all over again can eliminate the little-unseen glitches. It can also expose things that cause problems all along.

You cannot underestimate the cost of starting over again. It is not something that is going to be done in the matter of a few minutes; it will take days. Starting over is going to require an intensive audit of what you already have, and determining what is causing the problems. You can expect that considerable time and extensive effort will be necessary to start from scratch. Whether the account suffers during the transition is an unknown quantity. This is not something to enter into lightly.

One guiding factor should be the long-term benefit. Yes, there may be some cost involved in the short run, but the change might produce highly positive figures in the long term. Maintaining the status quo is not always the best solution. It may result in even more hard work later, with major time costs. A cost-benefit analysis of starting all over versus some fine tuning is the first step. By doing this, you can make a firm decision based on hard facts. You are then able to move with greater confidence as you make those changes necessary to bring the PPC account to a position where the design produces those figures which make everything a major success.

You Can Get Those Needed High Conversion Rates

No matter if you are using email marketing or paid search in reaching out to the public, your campaign must get the numbers. Your figures come from folks clicking on the landing page and convincing people to buy your product or decide to sign up for the offer you are making. Conversion rates are going to decide if your campaign is being successful. You can be sure that any number of experts have any number of ideas on how to get those conversion rates to increase. Here are some you consider. While these are primarily for PPC campaigns, you can still use them in other marketing efforts.

• Landing Pages That are Mobile Friendly

You are miles behind your competition if you do not recognize the importance of mobile devices. You need them because the consuming public is using iPhones and tablets to go shopping. It means more than just having good looking graphics. Understanding user behavior when it comes to mobile devices will help you succeed. You can construct a landing page that asks for only that information needed to identify the visitor as a lead prospect. It is better than having that person get bored with completing a long form and moving on before submitting it. You can also consider cross-device behavior. What it means is that the consumer will initiate a search on the tablet, and then finish it up on the smartphone (by the way, this is also known as multi-screening).

• Make a New Offer

It means swallowing your pride, but that is not a bad thing. If the offer you made initially is not drawing people, remember that it is not irrevocable. What you will be doing is regrouping and taking another look at the original offer. That first effort might not be worth anything to the prospects you are pursuing. Making a new offer, incidentally, may be the only thing you need to do. There is no reason to waste time on changing the landing page, and you concentrate on the new offer and the message instead. You can take a risk and offer what you once thought was an overly generous proposition. Sometimes what appears astounding is what draws the crowd. It is worth taking a chance if it appears the campaign is floundering. What your target audience values will create that perfect offer. Be sure that you understand what those people consider important.

• Try Old-School Tactics

Landing pages are great but might that be the only way to get those conversion rate figures heading north. You might want to consider direct contact with prospects, the way you used to do when you made direct calls to them. Google AdWords permits a call – only campaign.

It is breathtaking how easy it is. The visitor calls your office directly from the ad and does not go to an impersonal landing page. It permits an immediate contact with your business and happens when the consumer is shopping. Time is critical and the time spent on a call only campaign means you will spend quality time getting to know the prospect’s needs.

  • Remarket

It is an opportunity to reconnect with prospects. Remarketing also recognizes that people can change their mind about a purchase. Remarketing is a chance to get the conversation going one more time. All it takes is using cookies to tag a visitor, and then get back that person later on. It helps with brand awareness as well as creating more opportunities for conversion.

Conversion rates are the heart and soul of any successful Internet marketing campaign. They cannot be ignored. The return on investment in time and/or money can be fairly substantial even for small campaign. A major benefit is the ability to get in front of prospects and promote your brand.

Strategies mentioned above are options which merit your attention. No matter what you decide to do be sure that you have tested it before actively using it. One of the above may be just right for your campaign and another idea is a total flop. Never assume, be sure of what you are doing. Keep in mind that any opportunity to create higher conversion rates is at least worth looking at, and deserves serious thought.

Where You Can Get Great PPC Ads to Boost Figures

You cannot dismiss PPC advertising; this is one of the best weapons in your marketing arsenal. It doesn’t mean finding just any place to put your PPC ads. You would be wasting your money and effort to do that. Part of your marketing strategy is to determine where those all-important marketing pieces are to appear. Google AdWords is the default place for many marketers but it is not necessarily the best. In fact, when you look at your overall goals and objectives, Google AdWords might not be the greatest option. Here are some other places where you can buy the kind of PPC advertising your marketing needs.

  • Social Media

It is a combination of paid advertising and promoted posts. Social media PPC many times is content. There will be the obligatory call to action, and there will be a charge rendered for clicks on the CTA of the ad. The customer might be led to a landing page, or encouraged to download the app you have. Social media reach cannot be denied as billions of people have accounts on social media platforms. You have the opportunity to promote your product or services on LinkedIn, Twitter, or Facebook, and each one of these platforms permits you to reach out to various demographics. Some recent social media venues like Instagram or Snapchat are excellent for connecting with millennial customers.

  • Search Engines

These will include Yahoo and Bing as well as Google. Volume and variety are the main attractions. You can get access to an awful lot of traffic on any one of these major search engines. A word of caution is the price. Because there is such a great demand for advertising space, keywords can become expensive. It might be a good idea to hedge your bets with one of the other places mentioned in this article. Relying on search engines alone can break your budget.

  • Mobile Platforms and Apps

You cannot ignore either of these. Having ads on mobile platform means that consumers can check out your ad wherever they happen to be. The apps themselves can point to superior sales. In-app PPC advertising can be bought, allowing you to have ad space on an individual level or perhaps some network (Rovio and Zynga provide a chance to make use of their advertising services). Mobile is now much bigger than desktop, and you should not miss the chance. One suggestion is to be sure that any ad you have on a mobile device can be clearly seen. You are dealing with a screen that is much smaller than a desktop, and beta testing is going to be critical.

  • Advertising Networks

These go from contextual ads, all the way display ad spaces and include display networks as well as publisher networks. You are able to get your marketing piece on a number of websites. While Google is always a good possibility, AOL and Microsoft provide some opportunities. To get the best value for your money, there are alternative advertising networks that charge considerably less than the major players. It helps if what you are doing is looking for a niche market.

  • Individual Websites.

Specific websites may appeal to your targeted consumers and contacting these Internet platforms directly is an option. Don’t ignore the traffic they receive; some dating services have users in the millions. The same is true for many other entertainment and social life platforms. You may find that advertising on a given website is as effective as a network.

Now you have a cyber candy box of places to go buy those PPC ads, which is the best place for you? A suggestion is to not rely on one place only. You can use a test budget on any of the above locations to find out whether it’s worth your while. You must have an idea of where your customers may be found, and that requires some market research. Once you have decided, do not just set up and walk away. The best tactic is to optimize campaigns on a routine basis. Do not stay married to one location. If a given place is not delivering, do not hesitate to walk away from. There are other interesting opportunities for you to pursue.

The useful guide outlines the 5 pillars of ecommerce success and the steps you need to take to reach success.

How to Get the Best PPC Search Leads the Easy Way

If you are PPC account manager, you know how tough it is to get a spot on a search engine results page. You must secure location, preferably on the first page, because search engines are the place to look at services and products. These Internet sites are the first destination and the final stop for both business and customers. Securing a top organic ranking costs time and isn’t easy. Competition can make it an almost impossible dream. Lead generation is helped with PPC advertising, and marketing teams turn to PPC for assistance. If nothing else, this is a quick way to generate leads and secure a highly visible position with SERPS.

It sounds good so far, but there are some quirks. PPC advertising does not always produce top level leads and closing on these leads is not always guaranteed. A sizable majority of B2B marketers will admit that creating superior leads is the greatest problem encountered when working to create lead generation. There are some ideas on how you can get those top-notch leads from all your PPC efforts.

Location Targeting Should Be Emphasized at the Campaign Level of Your Efforts

Location matters just as in real estate. It is possible that location targeting in campaigns is all part of the account-based marketing strategy you have. However, if you want good PPC advertising, then you must know not only your audience but where it is they are conducting their Internet searches.

You have to be careful. If you concentrate too much on targeting, you will run the risk of bringing in a lot of clicks, and spending a lot of money, without resulting in those superior leads you need. Try building a campaign that is rifle focused on any locations from which the audience is searching. If you do that, you have a good chance of creating higher quality leads. It is not that difficult to do; just a little fine-tuning.

You can conduct research on sample companies that fall inside your verticals, deriving a list of their exact locations from your investigation. Your study can also help you identify both verticals and target segments for your company and the industry in which it competes. AdWords can be very helpful with its Radius Targeting feature. You can use this to construct campaigns that will show the PPC ads you create to those companies you would like to target in your campaign.

Use Mobile Devices

Another possibility is to consider mobile devices. These are no longer a fad when it comes to PPC marketing. Indeed, research suggests that nearly half of all paid search clicks will soon come from those iPhones and tablets you see people working with all the time.

You must keep in mind how quickly prospective customers react when they have a mobile device. They will not wait until they get home but will contact the business as soon as a Google search has been completed.

You can maximize the efficiency of mobile devices by taking steps to guarantee that any landing pages for PPC clicks are responsive to the mobile devices. Google call extensions can send enormous numbers of calls to your business. Take advantage of those extensions as you prepare a campaign. The phone calls themselves create phone leads that are better for creating revenue than any form submission. You would be tracking whatever telephone contacts your PPC campaign is generating. Call tracking software will help identify those leads and the revenue which are coming from phone contacts.

What is being suggested here in this article are not radical changes but more tinkering with the machine to get better results. Leads are essential for good figures and getting them doesn’t have to be an analytical nightmare. Essentially, you can use tools that are already available; just use them sensibly. Google extensions are there to drive traffic, and the Radius Targeting offered by AdWords can send the message out to the right places. Using what you have is going to produce the results you would like, and at a cost that won’t stretch the budget or force you to ask for additional funds. It doesn’t take rocket science to use the tools and you will discover rather quickly how effective these tips are in getting those leads you need.

Lower Their Fear, Raise Your Conversion Numbers

You rely on consumers to be successful. Conversions are critical, and you should find ways of encouraging them. That takes a little bit of fine-tuning but also understanding how to reduce any hesitancy on the part of an Internet customer. There are reasons why people will not convert, and you have to know what is keeping a person from making that important purchase or filling out those forms.

It is understandable if you are concentrating on benefits in your content. It is traditional marketing but sometimes it is overdone. People want to know about the benefits, but they get concerned about any pitfalls. What is the catch and is there any downside to making a purchase or filling out that form? You have the responsibility of reducing any possible risk which may come in the mind of your website visitor.

What Really Scares Folks

You could be asking people to share with you financial information such as credit card numbers. The request seemed innocent enough, but it sends up a red flag almost immediately. Anyone who is a shopper on the Internet is worried about identity theft. Other crimes coming from the Internet will also scare people away from making a conversion. By requesting information, you are asking people to confront what frightens them. It is up to you to find ways to calm their nerves and make them feel safe. Luckily, this isn’t that difficult to do. Here are some ideas.

Use Free Trials

Free trials put risk in a free-fall situation. A trial offer requires you to absorb the risk of having consumers kick the tires and try service without making a financial commitment. It might not end up a purchase, and you have to expect that. However, the free trial permits you to develop a rapport with the stranger. You can create a relationship that develops into trust and perhaps a long-term commitment to your product or service.

The Guarantee Advantage

The guarantee destroys risk and has the potential of dramatically increasing online sales. You are telling a customer that you will reimburse the cost if he or she is not satisfied. Frankly, what do they have to lose? That is the question you’re putting into their minds, and it can have a highly positive effect on a transaction.

Edit the Form Fields.

You want contact information, and they are hesitant to give it to you. You really can’t blame them for not wanting to have bulk mail sent to the mailing address, or roto-calls at dinner time. Spam email is not appetizing, either. The fewer form fields that you have, the less risk is perceived. You can increase your conversion rate dramatically by doing this.

Hey, Others Are Using It!

Consumers feel better when they know that other people have used your service or product and liked it. It’s known as social proof, and you can get an endorsement of what you are offering from several sources.

1. Accreditation

It will come from a third party which will not stand to profit from any transaction. This independent source is going to assure a consumer you are honest, and there is no problem with the service or product. There are some sources for accreditation; Better Business Bureau happens to be one. What lowers the risk is the understanding that any accreditation is earned, not bought. The reputation of that third-party goes on the line when it endorses you. That will calm an awful lot of anxiety.

2. Testimonials

Having these on your website is a fantastic strategy. Customers are willing to listen to someone who has already benefited from dealing with you. The best place to have these testimonials is the landing page, so person and see them immediately.

3. Yelp Accounts

You should have a Yelp account and do not worry about the risk. Yelp is a consumer board where people give honest opinions about products and services. Some people hesitate because of adverse comments may be registered. Do not let that worry you, in fact; some consumers get a little bit suspicious if only good things are told about you and your company. What is important with any negative comment is the way you address it. If there is an immediate response with a solution, it impresses on the buying public you have excellent customer service, and respond immediately to trouble.

There’s been so much cyber crime over the past few years that people are instinctively cautious. Yes, you need to promote the benefits of what you’re offering on your website. Nevertheless, reducing the risk perceived is also going to help generate the conversions you are looking to get. Benefits and risk reduction go hand in glove. Both will contribute to delivering the conversion figures you want.

Pick the Best Strategy for Flexible Bidding

Flexible bidding holds the prospect of significant value. Employing a flexible bidding strategy can increase keyword performance, optimize the money spent on ads, and enable conversion rates to get better. You once only had the option of automated or manual bidding. Things have changed for the better, and you it is possible to mix automation with manual within the account you have. Google has always tried to be a marketer’s friend and has not one, but six, flexible bidding options. You can select the one which best suits your needs.

The Choices 

The Enhanced Campaigns Google offers contain the following flexible bid strategies:

  1. Target Search Page Location
  2. Enhanced CPC
  3. Target Outranking Share
  4. Target CPA
  5. Target Return on Ad Spend
  6. Maximize Clicks

You can see to it your bid strategies are placed in Shared Library to be employed in the account. You would use these commands:

  1. Bid Strategy, followed by:
  2. Use Flexible Bid Strategy.

Google will then display the strategy available at a given level. Another option would be:

  • Manage Flexible Bid Strategies

this command will permit you to go into the library to edit or create bid strategies. You must remember that you only can change a bid strategy or manage any existing strategies at Campaign level. The bid strategy would be used for ad groups and keywords. Let’s look at the flexible bid strategies which we mentioned.

  1. Target Search Page Location

The best use of this is where cost is not a problem and you want the accounts to be competitive for exact keywords you have determined. You may consider this for branding and if you want to maintain a good position with a very competitive keyword. This strategy is best for campaigns, keywords, and ad groups. It does not do much good if you are working with a tight budget, have very specific CPA goals, or return on investment is a priority. Google will help by using information from 7 days before. It thereby identifies what will be the optimal CPC for you to use to get the best page ad spot. Be sure you have set a maximum bid to better control the per click expenses.

  1. Enhanced CPC (ECPC)

Conversion tracking will be essential. Furthermore, there is a minimum number of conversions per campaign and you will need enough data to make any worthwhile adjustments (between 15 to 20 conversions per campaign at the very least). This strategy will make predictions of the future based upon historical data collected. Obviously, accurate adjustments will be easier the more data you have. These can be used for ad groups and campaigns where conversions are the main priority, but you wish to have control over the bidding process.

Once you have started ECPC, you can expect Google to adjust no more than 50% of your keyword bids and uses a control the other half. You will then be able to raise your maximum CPC to as much as 30% on those keywords deemed most likely to result in a conversion. It is possible to lower bids by almost 100%, should it appear a given keyword is unlikely to generate a conversion. High-volume conversions are best suited for ECPC. However, is not going to be as effective if all you want to do is generate significant percentages of in-store conversion, or perhaps increase your volume of traffic.

  1. Target Outranking Share

it allows for bids to outrank any given domain automatically. Keep in mind this option can only be used in the Search Network. The bids are going to be higher if you decide to outrank another domain, and your budget must reflect the added cost. It is best used in ad groups, campaigns, and keywords. You must participate in given auction for this bidding strategy to show you.

There are other auction factors and the quality score that determines final ad placement. It makes good sense to set the highest maximum CPC you can afford so you’re able to have better control over pay per click activity. The Auction Insights Report is a valuable Google tool as reference. You must wait up to seven days before any results are noticeable and you should wait at least that long before you make any significant changes the bidding strategy.


  1. Target CPA


Target Cost Per Acquisition bidding will need no less than 15 conversions in a span of 30 days in addition to a set conversion tracking system. Google will then optimize the account for any conversions you wish at the CPA goal created. You should be careful because the expense can run wild. Creating a maximum CPC bid beforehand can prevent budget money from being wasted.


If conversions are important at a given level, then target CPA is a good bidding strategy. It works best with ad groups and campaigns. Target CPA places a special emphasis on conversions. Once target CPA bidding is implemented, Google is going to suggest a beginning CPA bid drawn from previous data. You can increase expenses to raise the CPC, getting more conversions the consequence. You can also decrease your CPA target but this at the risk of lowering your conversion statistics.

You want to concentrate on the volume of conversion. This is not something you ought to consider if you wish more traffic, because target CPA may lower the number of auctions your ads can appear in. Additionally, a low conversion rate (something perhaps below 15 or so a month) or a business that gets large numbers of in-store traffic is not best suited for target CPA. If you are not taking advantage of Google’s website call tracking or if you happen to be getting lots of phone calls, this is not the best bidding strategy for you.

  1. Target Return on Ad Spend (ROAS)


ROAS needs conversion tracking and set values for all conversions. Additionally, within the past 30 days there must be no less than 15 conversions noted. Better historical data is going to permit good predictions of future performance. You can use this strategy as a way to balance volume and cost for conversion. It is something that can be used for keywords, campaigns, and ad groups.


The Target ROAS will help any advertiser who wants a balanced strategy for conversion volume and return on investment. The cost per conversion value you have from the past is going to help. Google will suggest not setting up maximum and minimum bid limits for ROAS. The reason is limiting performance and preventing any adjustments. However, you can increase your conversion volume and get the desired return on the ad spend. It is going to help if you have multiple products with separate conversion values. AdWords helps by bidding either up or down on given keywords automatically.


  1. Maximize Clicks

If you want to maximize your traffic, then Maximize Clicks is a great strategy. You are out to boost the size of your traffic and AdWords will help. Bids are automatically increased and decreased within a set budget. If that budget has not been set, Google will help by trying to get a lot of clicks within the given daily budget. This is best used in ad groups, campaigns, and keywords.

We suggest you set bid limits. If you don’t, AdWords will set bids for what is likely to get the most clicks. If you have a maximum CPC bid, you’re able to easily control costs. You have the option of setting a target and AdWords will try to get a large number of clicks within the target budget. Keep in mind that a target budget should not be set higher than the daily budget. The reason is that AdWords will not spend more than the daily budget.

Keywords Alone Won’t Guarantee Success

PPC seems so easy to do at first glance. There is no need to go through any complicated algorithms gymnastics; all you do is select your keywords, set the bids you want to have and then watch the leads or purchases roll in. Picking the right keyword is important in PPC, but you must be careful. It is easy to put keywords at the center of all your efforts, and forget about what also goes into creating a good account. You cannot allow yourself to be blinded by the allure of keywords. They are not the only means to success in the PPC world.

Keywords Are More Than Phrases

You need to remember what you are doing when it comes to PPC. You may think you are creating demand, but you aren’t. Search marketing will gather up demand as the keywords are sought after. It means that the keyword has to be actively looked for by the consumer. If it is not, then, your ads are not getting the exposure which they need.

Unique products and startup companies have the most problems when it comes to Internet searching. Specialty goods have distinct features which many consumers don’t know about and, consequently, do not use the proper keywords. Entrepreneurs are just starting out, and they do not yet have a market share. They need to find those people who will be looking for the goods or services these new establishments provide. A few keywords alone are not going to summon the buyers. You must find the right keywords; those that are generating solid ad copy and drawing sizable traffic. You also should pay attention to targeting procedures such as time centered objectives and the location.

Traffic is what you want, but there is no surefire way to get crowds of interested people. Search intent is going to be what will produce potential traffic that has good quality. You should keep search intent in mind and not only concentrate on keywords. A given term typed in by a consumer to a search engine is not a guarantee that your product is what they are looking to find.

Don’t Forget Match Types

Match types cannot be overlooked. Keywords are important but match types will allow you to have more to work with. You may not be able to produce a higher bid on a given term, but a broad match will enable you to overcome that difficulty.

It can happen that performance is going to change between exact and broad match terms significantly. There is a temptation only to work with exact matches. After all, if significant results are coming from any exact match keywords then why bother with the broad match? Exact matches can bring in higher rates of traffic, but that is not all the traffic. There is a fair amount of diversity created by the search engines. New searches and variations on the keywords are going to bring in a fair number of interested consumers. Investigation of a search query report will confirm this diversity. While people still want to spend time on perfect targeting, it is better to focus on targeting that is robust and permits more growth.

You should not spend significant amounts of time trying to find the ultimate keyword. What you must be more concerned with is generating enough traffic, and making any alterations which will make that traffic generate higher sales revenue. Keywords are important in targeting, but they are not the magic spell for success. Keywords alone will not create the kind of traffic you are looking to get.

You ought to pay attention to negative keywords, remarketing, bid modifiers, and, of course, your budget. These are just as important as keywords in producing account profits. You must remember that PPC is still a place of exploration. You will be looking for the right combination of various PPC tasks, and this is not always easy. You can be more efficient if you focus on several PPC components and not just rely on an exact keyword to get the sales figures you are hoping to receive. There’s a lot that goes into being successful in search marketing and every facet merits your attention.