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Tips on Maintaining Competitive PPC Campaigns

January 20th, 2014

Paid search is a dog-eat-dog world, and staying competitive is essential to seeing a substantial return on your investment. Since the paid search space is highly dynamic and ever-changing, what is competitive today might be old news tomorrow. That’s why trusting an expert to assist with your PPC campaigns is integral to maximum success. That said, there are a few current trends that are helping folks stay ahead of the curve. See below for a meaty list of tried-and-true ideas that will help you maximize your paid search efforts!

How to Build Competitive PPC Campaigns

So are you truly interested in building the most competitive PPC campaigns your market has ever seen? Here are a few tried and tested tips you can use:

Tip #1: Use the “Paid Competition” section in AdWords.

Although controversial, I stand by the “Paid Competition” feature in AdWords as a truly useful snapshot. It’s ideal in offering high level insight regarding your competition, and if you use this in combination with SERP analysis, it tells a very important story. This section is especially relevant for localized PPC competition, and careful, regular analysis for this purpose can prove to be incredibly useful. It’s definitely a must have for anyone who wants to run the most competitive PPC campaigns. Take all results with a grain of salt, however; remember that Google has an agenda with the data they are sharing here, and you should not trust it unequivocally. Use other tools and sources to validate the research, and you’ll be miles ahead of your competition.

Tip #2: Maintain competitive PPC campaigns by tagging your URLs.

Tagging your URLs allows you to accurately track all elements of each page, something that proves to be essential is you have competitive PPC campaigns. Many experts shy away from tagging out of fear of revealing too much information to competitors (tagging URLs can provide others the opportunity to get an inside view into your campaign), but I never advocate operating under fear and paranoia. Most competitors don’t have the sophistication to track your campaign on any granular level, and more importantly, the information you can ascertain through tagging far outweighs the risk of giving too much away.

Tip #3: Execute a quarterly competitive analysis.

If you don’t know what your competitors are up to, you are severely missing the boat. And that’s definitely something you can’t have if you want highly competitive PPC campaigns. Many marketers assess competition at the start of the initial analysis, and then never go back to reevaluate at any later date. That’s why a quarterly review is so essential. Every time you reanalyze your own marketing approach, take the time to see what folks in your space are doing as well. You may have new, savvy competitors on the scene, or have past peers that are excelling or falling off the map. Regardless, it’s essential that you be aware of their trajectory. For e-commerce sites, this is all the more critical.

Tip #4: Be highly detailed as you track your competitors.

Competitive analysis should never be a high-level snapshot. Instead, you should be combing through the sites and landing pages of your top competitors just like a customer would. After all, that’s the real basis of setting up competitive PPC campaigns. Note how they handle acquisition and retention along every step, and be aware of techniques they use that outdo yours, and vice versa. There are lots of tools – like WhatRunsWhere – that will aid you in your quest to fully comprehend your competition’s PPC efforts, but the key here is to stay objective at every turn. Remember that no two companies are the same, so if you see tactics that appear to work for any given competitor, don’t automatically assume it will be a slam dunk for you too. Intelligent analysis is key.

Tip #5: Study impression share metrics.

Impression shares reveal a lot about what’s working and what’s not in paid search, and that’s important information that you need to build competitive PPC campaigns. Impression share stats help you understand why your ads are showing up sparingly throughout the day, and why your competitors may be getting the lion’s share. Google Trends in particular can be very helpful in determining losses due to query flux. If you find your share is lower than you’d like, work on optimizing campaigns that have the lowest impressions by analyzing where the missing clicks would be the least expensive and the most worthy of pursuing.
In a nutshell, the key to having competitive PPC campaigns is by understanding your industry trends, and in turn, the actions of your competition. Whether a competitor has hit a winning streak or has fallen from grace, a thorough understanding of how and why they achieved those results gives you a tremendous amount of knowledge for your current and future PPC campaigns. Let your competitors reveal costly mistakes without you needing to follow suit, and additionally, let them inspire you to more creative heights and greatness. Don’t fall prey to fearing your competition; let them be the fuel that drives you to even higher paid search successes.

Google AdWords is the best form of PPC Advertising

May 23rd, 2013

When it comes to Pay Per Click (PPC) campaign management, Google AdWords is by far the leading product offered in the industry. With a thriving Display Network composed of hundreds of thousands of websites, newspapers and blogs, Google AdWords is the ideal platform for any business interested in exposure and long term online marketing success.



With global search engine market share at 88.2% as of February 2013, Google is a global giant in paid search engine advertising. The company’s AdWords PPC campaign management product is home to hundreds of thousands of advertisers and offers lots of ways to capitalize on fluid market trends.


Users have the capacity to reach an audience anywhere online while getting the support required to drive conversions. The platform offers text, image and video formats to best enable users to communicate their message to potential customers. Read the rest of this entry »

Why Google is better than Bing for PPC advertisers

May 21st, 2013

If you’re thinking about investing in a Google AdWords campaign,, you couldn’t make a better decision for your company.  With 67 percent of market share and unmatched capabilities, Google is the clear choice for PPC advertisers.


Sheer popularity is reason enough to opt for Google, especially if you’re starting to use PPC advertisements. Obviously, the more often people see your advertisement, the more well known your business becomes, and the more users who see your advertisement, the more chances you have for sales.


A pay per click campaign with Google AdWords guarantees potential access to a more Internet users than Bing. Google is the default search engine for a lot of browsers and the choice most people make when searching.


If you still need some convincing, read on for the top reasons why Google is better than Bing, and any other search engine, for a pay per click campaign. Read the rest of this entry »

What are the Main Advantages of Pay Per Click Advertising?

May 17th, 2013

What are the main advantages to be had from marketing your business online via pay per click advertising?


1. Anything from a local to global audience at the touch of a button

The first top advantage of pay per click advertising is that worth nothing is the fact that you can easily select the focus and scale of your target audience at the click of a button in your pay per click advertising account.


If you want to focus your online advertising on a small, localized area, within a few square miles of your business or store, you can choose to do so. If you want to advertise your products or services across more than one continent, you can choose to do so thanks to the technical advantages of pay per click advertising.


Being able to geographically target your audience is a huge pay per click advertising advantage, particularly because the boundaries that you set can be changed at any time. There are also lots of other ways to continue targeting your audience, such as their social or cultural preferences which can be gleaned from your audience’s social networking activities for example. Read the rest of this entry »

5 Tips for Creating the Best Image Advertisements

May 16th, 2013

Compared to other forms of advertisements,

AdWords’ best image advertisements generates a higher click-through-rate and higher conversion value through their impression rate. After all, people are automatically drawn to images compared to texts. Although it is true that a marketer creating an image advertisement would have to pay a little more for it, the benefits that the best image advertisements can bring to the campaign are more than worth it.

best image advertisementSince an image advertisement will cost a few extra cents, it is best to take note of these 5 tips that will help create the best image advertisements a marketer can make out of a tight budget:


1. Create image advertisements like a movie poster.

It’s not about getting a popular star posing for the advertisement. It’s as simple as using a picture of someone with a pretty face using the product, a happy family enjoying the services, or good-looking peers sharing what the company is offering. Most of the best image advertisements you’ll see bears an image of a person or scene that users can relate with instantly.
In the same way that a movie poster is in tune with its TV trailer and print advertisements, your online AdWords image advertisements should also be aligned with what is advertised offline. Be consistent with your message and branding. If the offline advertisement establishes recall, then this can translate to the image advertisement online.

2. Craft it like a book cover.

The cover of a book usually has a compelling title that urges the reader to turn to the first page of the book. In the case of an image advertisement, a marketer should be witty and keen to use call-to-action phrases that will compel the user to click on the advertisement.
Choose a color scheme compatible with the font color of the texts in the entire image. Think twice before using extremely bright colors that can make reading the text difficult. Try possible color combinations until you get an overall effect that is pleasing to the eye.

3. Play with tools.

Utilize Google AdWords Display Ad Builder. With Display Ad Builder, AdWords image advertisements can be done with images in different sizes keenly put together. Also, there are a lot of templates and animations made available through the Display Ad Builder that a marketer can utilize, allowing you to make some of the best image advertisements that anyone has ever seen.
If you are designing a display image advertisement for desktop browsers, images should be formatted using GIF, JPG, JPEG, PNG, and SWF, and sizes of all files should be limited to 50KB.
The following sizes are supported:

  • 250×250 for a square advertisement.
  • 468×60 for a banner advertisement
  • 728×90 for a leaderboard
  • 300×250 for an inline rectangle advertisement
  • 120×600 for a skyscraper
  • 160×600 for a wide skyscraper
  • 300×600 for a half-page advertisement

Mobile browsers require different sizes and specs. When designing advertisements for mobile browsers, images formatted in GIF, JPG, JPEG and PNG are the only ones accepted.
The following sizes are supported:

  • 320×50 for a leaderboard advertisement
  • 200×250 for a small square advertisement
  • 250×25 for a square image
  • 300×250 for an inline rectangle image

Be sure to choose the correct device setting for the campaign if the advertisement is meant to show on mobile devices. Otherwise, the quality of the image and the way it is displayed will be compromised.

4. Be Positive about Remarketing.

Remarketing is one feature of paid search marketing where advertisements are only shown to people who have previously visited the advertiser’s website and are currently visiting a page on the Google Display Network.
Remarketing is done through tagging an AdWords code to the entire image advertisement on the website. As soon as the images are tagged with this code, AdWords is prompted to save whoever visited the site to its “Homepage List”. Consequently, when this visitor visits another page in the Google Display Network, the image advertisement will re-appear. An image advertisement tagged with a Remarketing code will surely promote awareness and recall for the campaign.

5. Know the Rules.

In creating the best image advertisements, it is very important to abide by the rules and policies. Google AdWords’ rules on image advertisements are as follows:

  • The text on the image advertisements must adhere to editorial policy guidelines
  • A display URL is NOT necessary in an upload image.
  • Image advertisements are NOT allowed to be rotated or inverted
  • Image advertisements must be rated family-safe only.
  • Image advertisements must be clear and readable
  • NO mock animated features may be included in an image ad

For people interested in creating some of the best image advertisements for their company, they can contact Webrageous Studios. Webrageous is the most dependable paid search management company for people who want the best image advertisements for the Google Display Network.

What are the main advantages of Local-Mobile advertising via Google AdWords?

April 6th, 2013

According to xAD 2012 year-in-review report almost 95% of advertisers are now using location targeting with their advertisements. The year-in-review presented interesting statistics as follows:

  • Place-based targeting was the most popular form of audience targeting, leveraged in 67% of campaigns.

  • Only 20% of advertisers use behavioral targeting although it grew 212% between Q1 and Q4, faster than any other form.

  • Advertisers’ use of standard geo-targeting (zip, city, DMA) dropped from 64% in Q1 to just 13% in Q4.

  • Advertisers using geo-fencing and geo-specific behavior targeting tripled from 27% to 81%.

Google AdWords is very much aware of these changes with the user behavior and the need for advertisers to have more options when designing local-mobile campaigns. With this, Google launched its AdWords Enhanced Campaigns. Read the rest of this entry »

PPC remarketing campaigns… what are the top three things to consider?

April 6th, 2013

Google Adwords technology offers advertisers the unique opportunity to “remarket” or continue to target individuals who have already visited their website. Skillful remarketing can help your PPC campaign generate more conversions in a number of ways.

In the world of Pay Per Click, impressions (or views of your advertisements) are the foundation of any successful conversion rate. Remarketing is an excellent strategy to increase conversions through repeatedly displaying advertisements to someone who demonstrated interest by visiting your website.

The remarketing feature gives you the power to further connect with an individual who, for whatever reason, did not complete a purchase. Remarketing helps you to share special offers and other relevant advertisements even when they have turned to other websites on the Google Display Network. Potentially, you can even remarket to prospective clients while they browse the website of your stiffest competition (granted they are members of the Google Display Network).

A skillful Pay Per Click advertising expert will create a special series of advertisements just for remarketing campaigns. Quite often they include compelling offers and further encouragement to go back to his or her website and make a purchase.

Read the connecting article about ppc remarketing strategies for more information and advice about running a remarketing campaign before you actually go to launch.


3 PPC Marketing Improvements for Your Website that Google Loves

April 5th, 2013

If there’s one common catch phrase you’ll hear from Pay Per Click (PPC) advertisers everywhere, it’s ‘Optimize your Website’. After all, everybody is after the same thing — higher page rank and quality scores. Therefore, creating the kind of website that Google algorithms would love has become one of the most important aspects of PPC. With this said, people are always on the lookout for PPC marketing improvements that could turn their websites around so that they can eventually get lower costs per click and start working towards better rankings on search engine results pages.
So do you do all these? What PPC marketing improvements could you apply to help you start meeting your goals? Improving your website to make your PPC campaign work better would mean getting rid of bad links that may possibly be on your pages. This also means updating your website regularly, something you can do by adding fresh content or revamping the old ones. Of course, optimization is always going to be part of the process, and this covers almost everything in your website, from the text on your landing page to the tags that you use.
ppc marketing improvementsA more thorough explanation on these PPC marketing improvements can be accessed through this link . These steps would help get you into Google’s good graces and allow you to boost your PPC campaign’s performance.

Local and National Pay Per Click campaigns are different because…

April 5th, 2013

When deciding what kind of Pay Per Click (PPC) campaign is best for your business,  whether local or national, it’s critical that you analyze your  target audience. Where are your customers coming from? What is the best platform  that will enable you to engage them?  Is it best to advertise at the district, state or regional level?

Local and national campaigns give paid search experts the room to make these decisions. Local campaigns offer advertisers the option of showing their advertisements  in a narrower geographic area, such as a city.

Where these advertisements are shown is fully determined by the advertisers. National campaigns are PPC campaigns that are shown across the country. These campaigns do not target specific states or regions. Find out more about the differences between local and national pay per click campaigns by reading the article, Important Differences between Local and National PPC Campaigns, on the Webrageous website.


Multilingual PPC campaigns: 5 things to avoid!

April 3rd, 2013

Creating multilingual ppc campaigns can allow your business to enter new and profitable markets.
However, there are many critical issues to keep in mind when you make the linguistic jump. Read about the top five things to avoid when aiming to run an effective multilingual PPC campaign in the connecting article, 5 Common Errors found in Foreign Language PPC Campaigns, on the Webrageous website.