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Is Bing’s Syndicated Traffic Hurting Your PPC Campaigns?

April 22nd, 2014

Let’s talk about Bing Ads for a spell; they have some nuances that warrant a closer investigation.

 

If you’re suffering from some underperforming Bing ads, there are many potential culprits. First, make sure you have executed the following:

 

* Targeting that is appropriate for your business and demographic

* Targeted terms

* A substantial list of negative keywords

 

There is another default setting in Bing, however, that may be causing your underperformance and overspending issues. This is the “Bing syndicated partners” setting, a controversial little option that often causes more harm than good. Curious about how it may be affecting you? Keep reading for details.

 

The Purpose of Bing’s Syndicated Partners Setting

 

PPC advertising works because of one simple premise: if people are actively looking for the goods and services you provide, you absolutely want to connect with them. This is highly targeted, very valuable advertising, and can move the needle quickly in your world of acquisition.

 

The Bing syndicated partners setting, then, actually acts counterintuitively to this goal. As a default, it is pre-selected, and this means your ads will be posted on Bing and Yahoo’s ad partners. These are NOT search engines, they are pre-selected websites that have a relationship with Bing. This means traffic can be far less targeted and motivated, and therefore may cause your campaigns to appear as though they aren’t knocking it out of the park.

 

By disabling this feature, you can accurately test if your ads are having success in the search engine world. This can single handedly take a failing campaign into one with smashing results.

 

Find Out if You’re Paying for Advertising on Partner Sites

 

To discover if your ads are appearing in places you never intended, do the following:

 

* Select the reports page inside the Bing Ads UI

* Select the Website URL (publisher) – this will generate a list of each ad placement, and where exactly they have appeared

* Click the Accounts/Campaigns that you would like to target

* Run the report

 

The report will reveal the list of places your ad(s) have appeared. If you see sites that you know aren’t appropriate for your targeting, it’s time to disable that setting.

 

How to Disable the Bing Syndicated Partners Feature

 

To turn off this setting in your Bing Ads user interface, do the following:

 

* Access your group settings

* Click Advanced Settings

* Select Ad Distribution

* Click Bing and Yahoo! (Owned and Operated) Only – this will limit your ad postings to the search engines only, not partner sites

 

Remember that you’ll need to do this for each group of ads you operate.

 

To turn off the settings via the Bing Ads Editor, follow these steps:

 

* Click the ad groups tab

* Select All

* Click Network Distribution

* Check Only Bing and Yahoo! websites

 

Your ads will now only appear on Bing and Yahoo’s search results.

 

Case Study: How the Setting Can Skew Results

 

One of our clients showcases the perfect example of how costly the default syndicated feature can be. For a given week, we saw 49 conversions, but just yesterday, there were only 8 conversions logged for the current week. This was especially concerning as we had launched more keywords and ad groups, therefore the expectation was to see much better results. After combing through reports, we saw that over 80% of conversions were coming from sites other than Bing and Yahoo! – the proverbial smoking gun was discovered. The client was spending a lot of money on bogus leads, which led us to permanently disable the feature.

 

When to Enable the Bing Syndicated Partners Feature

 

It isn’t always a given that this syndicated partners option should be turned off. If you’re launching a contextual campaign, leave this enabled so that you can segregate and accurately monitor each ad. If you’re using generic terms, it also makes sense to go broad. Remember that this feature widens your audience to a more mainstream level; so if your campaign is not at all niche-focused, syndicated partners can help a bundle.

 

Need some help navigating the complicated space of Bing and Google PPC? Reach out to us anytime; we are the PPC experts and we’d love to assist!

 

Why It’s Time to Go Mobile with Your PPC Campaigns

April 3rd, 2014

Mobile devices may be small, but there’s no doubt about it: they are mighty. Last year, for the first time ever, desktop ad spending dropped .8 percent, thanks to the small screen surge, and this year it’s expected to dip over 9 percent – that’s a hefty $1.4 billion dollar decline.

 

There’s simply no denying it any longer: your need to take your PPC campaigns to the small screen, and stat. Desktop ad spending is declining because traffic keeps dropping off – advertisers always know to go where the people are. And people are picking up small devices in droves. The exciting news is that prices for mobile ads still rank about 2/3 less than their desktop counterparts, so if you jump in quickly, bargains await. It’s time to be cutting edge and thrifty. A rare opportunity for marketers indeed!

 

Mobile By the Numbers

 

Mobile ad spending is expected to go up 82.3 percent this year – an astronomical jump that equates to over $4 billion in spending. If you’re not in on this trend, you’re literally behind the curve. Emarketer reports that for Google alone, desktop search ad revenue will decline by roughly $770 million, while mobile ad revenues will jump $1.76 billion. Since Google still maintains about 95 percent of mobile searches, there numbers reflect the industry as a whole in total.

 

For straight searches, the numbers are similar. Last year, desktop searches declined for the first time ever, down just over 3 percent. During the same period, mobile searches spiked over 19 percent. The mobile eagle has landed – there’s no denying the popularity. In fact, users sitting at their desktop are now commonly reaching for their cell phones to trigger a search, showing a preference for the small screen is just around the bend.

 

Mobile Tips for Your PPC Campaigns

 

Before you go head first into converting your desktop PPC spending into a mobile market, consider the following tips so your transition is a successful one:

 

1) Diversify Calls-to-Action

The most popular method of PPC clicks are linked straight to a web page. But don’t forget about the often highly effective click-to-call technique either. Depending on your business focus, click-to-call actions can yield far more positive results, and can often help you save on robust mobile sites. For example, if you don’t yet have a mobile-friendly website, there’s no excuse not to enter into the mobile PPC game with a click-to-call campaign.

 

2) Utilize the “Site Links” Feature

“Site links” are an add-on for PPC ads that enable marketers to include different links to their websites, placed below the standard ad copy. This means you can link to your homepage or key landing page in the main headline, but promote other category or product pages in the lines below. This allows you to present more details about your brand and offering, and diversify the calls to action here as well. This is a great place to list promotions, special deals, or key features of what you’re offering. Let these links answer core questions you perceive your demographic will have about your company, saving them the effort of clicking through to your site for more info.

 

3) Measure the Mobile Reach in Your Industry

Mobile may be sweeping the general web audience, but it might not be a hot commodity in your niche. Before you spend the time and resources to launch a mobile campaign, weigh the impact of small screens in your industry to guarantee you aren’t wasting time and resources.

 

4) Focus on Broad Keyword Matches

When you set up a PPC campaign, you have the option of locking in exact matches to your keywords, such as “red high heel shoes”. Remember, however, that mobile users have efficiency in mind, and often do not type lengthy searches. Instead, set up your campaigns to for broad matches, meaning that searches akin to “red high heel shoes”, not just those with the exact phrasing, are included in your campaign.

 

There’s just no arguing that mobile usage is a phenomenon that marketers must successfully deal with, or else they risk being lost in the conversion from desktop to small screen. PPC for mobile is in many ways a different animal to tame, so studying the nuances of this space is crucial to success. If you’re ready to dive into mobile campaigns but need some guidance and expertise, contact the folks at Webrageous anytime for assistance. We specialize in PPC campaigns on screens of all sizes, and can help you demystify the world of paid search, across the board. Regardless, don’t let yourself get left behind. Mobile is here to stay; join the trend, and let your PPC strategies stand the test of time.

PPC and Social Media: The Dynamic Duo

March 21st, 2014

At the heart of every PPC (pay per click) and social media campaign is a marketer’s desire to increase traffic, brand awareness, conversions, and profit margins. Once considered mutually exclusive, paid search and social media are now accepted as partners in marketing movements.

 

There are two schools of thought in the integration of these two tactics:

 

1)    Using social media to dramatically boost PPC campaigns

2)    The advent of “social PPC”, or paid search campaigns on social sites like Facebook

 

Whether one or both are viable strategies for your branding efforts remains a very personal decision. Dive into these robust definitions and see if either tactic matches your efforts.

 

Intelligent Ways to Merge Social Media with PPC Campaigns

 

Almost every company could benefit from smartly executed social media campaigns that help support their PPC ads. To do this with aplomb and professionalism, employ these five tried and tested tips:

 

1)    Consistency

 

Use the same messaging, tone, and sentiments in both PPC and social spaces to create a cohesive brand identity for your viewers. If a visitor sees a social campaign that then matches a PPC ad spied later, that kind of reinforcement can be just enough to entice a closer look.

 

2)    Variety

 

Yes, consistency and variety go together! Variety, in this case, refers to the social media platforms you select. It’s incredibly easy to fall into a social rut; marketers often remain true to sites like Twitter or Facebook out of sheer habit. If you find your campaigns just aren’t gaining the traction you had hoped, venture off to sites like LinkedIn or Pinterest; whatever fits your brand best, and houses the best potential to reach your selected demographic.

 

3)    Engagement

 

As you stream folks from your PPC campaigns to your landing pages, make sure it’s easy to become a follower of your social profiles too. The more you leverage each approach to support each other, the more powerful both strategies become.

 

4)    Analytics

 

PPC campaigns reveal loads about who your audience really is. Study the metrics carefully to determine your core demographic. Likewise, the messages that garner the most clicks in the paid search world are obviously golden for social media campaigns too. This emphasizes the need for consistency discussed above; if it works on one channel, it may be equally strong on the other. Don’t be afraid to duplicate your successes wherever it makes sense.

 

Mastering the World of Social PPC

 

Social PPC is a specialized form of paid search that involves ads on social platforms, specifically for a CPC or CPM basis. The main metrics that are essential are click throughs, conversions, and impression counts.

 

There are a slew of excellent sites to choose from if you’re venturing into social PPC – obvious go-to’s like Twitter, Facebook, and LinkedIn reign supreme. But don’t count out lesser-known but powerful options like FourSquare and Reddit; if your audience is active on these tier 2 social sites, there’s less competition and clutter, which can mean a veritable windfall if you execute properly.

 

To determine if a social PPC campaign is truly working, you’ll want to focus on measuring the following parameters:

 

  • ROAS (Return on Ad Spend) – a more traditional metric to follow, but don’t forget to log it carefully.
  • Watch things like Likes, Follows, and Fans; these metrics should trigger additional actions for your social campaigns that celebrate successes. Don’t just monitor sales and leads, as the social space has a lot more data to utilize.
  • CPC (Cost Per Click) – You will likely find that some tactics bring folks to your social sites for less; leverage those to the hilt.
  • Setting goals is also essential, for analytics like sales, leads, and engagement. Without a clear benchmark to aim for, your efforts can feel misguided and lacking direction or clarity.

As you can see, creating separation in social and paid search spaces is no longer smart or efficient. By wisely merging the two efforts, you’ll eliminate duplications and better your changes to make each channel more effective and powerful.

 

How to Leverage Long-Tail Keywords in PPC Campaigns

February 17th, 2014

Long-tail keywords are having their legitimate day in the sun. While PPC campaign managers have been much slower than organic SEO experts to adopt this more targeted strategy, long-tails are starting to prove worthy in both arenas. Depending on your business focus, it is potentially volumes more profitable to focus on a targeted long-tail campaign rather than a more highly competitive short keyword focus. Is a long-tail PPC method right for your campaigns? Read on to find out.

 

The Long-Tail Lowdown

 

Long-tail keywords are, as the name suggests, more lengthy phrases that target a more specific product or service. Say you run a website that sells computer accessories. Instead of targeting a generic phase like “laptop accessories”, long-tail strategists would select something like “HP Envy screen protectors.” This is a potentially more profitable scenario for many reasons:

 

1) Long-tail keywords are less competitive, and therefore much cheaper to bid on. Those that are highly targeted for your specific business have the potential to completely transform PPC campaign results by lowering cost-per-click and cost-per-lead, and in addition can improve your average click-through rates and quality score.

 

2) Targeted searchers who use long-tails like “HP Envy screen protectors” are clearly focused on exactly what they are looking for. Someone searching for a generic phrase like “computer accessories” may still be in research-mode. Chances are that the user who types in a long-tail is more serious about making a purchase, which equates to a higher quality of traffic and better conversions for your website.

 

3) Due to the decreased competitiveness of long-tails, it’s less risky to test your selected keyword phrases and gauge ROI. When you do land on a significant long-tail phrase, you have an insanely valuable opportunity to convert users at a fraction of the normal cost for your PPC campaigns.

 

So while long-tails may be harder to identify successfully, the payoff ratio is substantial. When they work, they are absolutely golden.

 

Do Long-Tails Ever Damage Your PPC Strategy?

 

While long-tail keywords offer an impressive ROI opportunity, they are certainly not always the best strategy for every business. First, consider how competitive your industry really is. If you already work in a pretty niche space, and overall search isn’t highly competitive, long-tails will only complicate matters and make it even more challenging to find and reach your customers. If, for example, you do a search for your general industry and area, such as “Las Vegas rain gutters”, and you don’t see any paid search results above the organic listings, your industry isn’t an obvious long-tail candidate.

 

For most of us, however, competition is fierce. This is where long-tails can give PPC campaigns a significant edge – they let you stand out from the masses, and find targeted customers that are looking for your exact goods and services.

 

The Secret to Stellar Long-Tail Success

 

The number one most important element to long-tail PPC campaigns is a clear and focused awareness of your target customer. As you’re identifying these characteristics, it’s essential to be immensely detailed. Don’t just create a vague notion of who your customer is; develop a comprehensive list of traits, and this will guide you as you select your keywords and overall campaign. This is the step that is most often ignored; many go straight to keyword data and phrases commonly used in the selected industry. Taking the time to thoroughly understand your customers from a psychological perspective can save massive amounts of capital and precious time in your PPC efforts.

 

How to Choose the Right Long-Tail Keywords for Your Business

 

Below are multiple tactics that aid in your keyword creation. Choose the avenues that best embrace your company’s needs.

 

1) Keep it Local

If your business focuses on local clientele, use your location (or locations) to narrow down your keyword focus. Examples could be “New Jersey pool supplies” or “Ocean City pool supplies.” You can opt to be even more targeted too, like “Trenton pool chemicals” or “Trenton swimming pool liners”.

 

2) Use Appropriate Qualifying Terms

Remember that long-tails really need to be quite specific to be successful, so identify plenty of qualifying words to add to your keyword phrases. Examples would be “red high heel shoes size 8″ or “women’s red platform shoes sale”.

 

3) View AdWords Reports on Recent Queries

Within your Google AdWords profile, utilize the Search Query Report to view the exact phrases that triggered your ads. This list is essential to creating the right long-tail strategy, as it reflects real data from your potential customers’ searching habits. Run this query every month, at a minimum, and keep track of results in a spreadsheet so you can compare trends over time.

 

4) Keep Tabs on Your Competitors

Oftentimes, your competitors are the best windows into your ideal long-tail strategy. Use a tool like SpyFU to identify which keywords they are using, and beat them at their own game.  This is the kind of expertise a PPC firm like Webrageous can help with immensely, as we have access to all the tools and data required to push your PPC campaign into the next dimension.

 

5) Utilize Internal Website Stats

If your site has an internal search, that’s another mountain of crucial data to mine for ideal long-tails. This is a fabulous way to identify very specific phrases that your customers are typing on your actual website; very often, these equate to huge success for PPC campaigns.

 

More and more, marketers are learning to cease the attempt to be all things to all people and truly focus on their ideal demographic. This strategy works for just about any company and business niche. If you haven’t yet dabbled in long-tail paid search efforts, drop us a line and we would be happy to explore your options. Whether you’re new to paid search or simply looking to amp up your results, Webrageous has the expertise to generate your desired results, one long-tail at a time.

 

New to PPC? How do you make good optimization decisions?


May 24th, 2013

So you’ve done some research and are ready to create a pay per click campaign for your business. Excellent choice. Now comes the hard part of making sure your PPC campaign is working for you.

new-ideas

How do you make good optimization decisions if you’re new to PPC?  While it can be very complex, there are a few simple factors that will help you make the most out of your campaign.

 

Optimization involves constantly testing, managing, refining and improving your pay per click campaign. The most basic yet important things to pay attention to in this process are:

 

Settings

This is where you select your network, device, location targeting, bid, budget, ad rotation and ad extension. Making smart decisions in each of these areas is important for a successful PPC campaign. Hire a PPC management company to help you, or read through the Google AdWords learning center tutorials before making any selections. Read the rest of this entry »

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.

piggy-bank-money-stack

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 you should invest in a PPC mobile campaign ASAP

May 20th, 2013

If you’re an online advertiser, it is a fantastic idea to invest in a PPC mobile campaign. While it is not absolutely necessary, doing so can benefit your company greatly.

laptop-worker

Marin software recently released a report stating that mobile devices will drive one third of paid clicks in the US by December 2013. Do you want to potentially increase business by 33.3 percent? Then you should invest in a pay per click mobile campaign.

 

One of the exciting elements of mobile advertising is that you can show a different set of advertisements and set different bids based on the mobile device you are targeting. Like all Google AdWords campaigns, you can also target by location and time.  People use their smartphones constantly, so targeting users on mobile devices is an obvious choice. As smartphones become both cheaper and more advanced, mobile PPC advertising is becoming more important for businesses. Read the rest of this entry »

What makes Google AdWords the best PPC advertising network in the US?

May 7th, 2013

This year, Google AdWords continues to change the game in the world of paid search marketing through its competitive keyword tools, Enhanced Mobile Ad Campaign and Remarketing, thus making it the best PPC advertising network in the US.

dirtbikeCompetitive Keyword Tools

Google AdWords’ research tools pull up keywords with a higher rate of clickability or marketability for campaigns compared to any other PPC tools, as highlighted in the infographic presented by Dr. Pete.

Dr. Pete and his team collected data from 10,000 page one Google SERPs via Google.com both for typical business hours on a particular day and random hours on random days. They turned off the personalization and saw to it that crawlers were logged-out from Chrome browser. They retrieved 500 keywords in 20 different categories through AdWord’s keyword tools and generated the following results: Read the rest of this entry »

How can the PPC Manager improve keyword bidding techniques?

May 3rd, 2013

The PPC Manager can improve his or her keyword bidding techniques through these 7 simple ways:

  1. tip-jarPay attention to the users’ queries and bid consequently.

PPC Managers should know when to increase or decrease bids on a particular keyword or ad group to improve their keyword bidding techniques. The Search Query Performance Tool can be really helpful in deciding whether to higher or lower the keyword bids. Paying attention to what the searchers are actually typing aids PPC Managers to choose the perfect keywords they should bid on.

PPC Managers should base his or her decision to bid on freshly retrieved data and this means retrieving words to be use as keywords from actual traffic and actual conversions. The best tip to keep in mind is that searchers’ queries should control the keywords to be bid on rather than bidding blindly on keywords in the hopes that these keywords will drive customers to the site. Read the rest of this entry »

How can you improve the Quality Score of your important keywords?

April 30th, 2013

Quality Score, as we all know by now, is determined by the relevance of your advertisements, keywords and landing page. Quality Score is Google’s way of recognizing, that indeed, your advertisements, keywords and landing pages serve their purpose of being useful to those searching online.

 

new-ideasAs a way of review, Google calculates your Quality Score through the following ways:

 

  • Your keywords’ click-through–rate  which shows the frequency by which your keywords encouraged users to click on your advertisements

  • Your display URL’s past click-through-rate which shows the frequency of clicks already matched to your URL

  • Your account history which shows the overall click-through-rate of your advertisements and keywords

  • Your landing page’s relevance, meaning how user-friendly your page is

  • Your keyword relevance in relation to your advertisements

  • Your keyword relevance in relation to what the searchers are actually looking for

  • Your account’s geographic performance

  • Your advertisment’s performance on a site

  • Your advertisement’s performance on desktops, mobile devices and tablets

Read the rest of this entry »