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How can the PPC Manager improve keyword bidding techniques?

April 29th, 2013

The market industry evolves constantly. Marketing strategy, to be effective, needs to keep up with the demands of marketing channels that are being discovered from time to time. This is very true with the pay-per-click industry.

 

tip-jar As paid search campaign advertisements expand, the challenge of successfully managing numerous accounts surrounds the PPC Manager. To cope with the fast change, Google AdWords managers explore automated bid optimization platforms in order to improve their keyword bidding techniques.

 

With the majority of PPC managers and marketers alike shifting towards automated bid platforms, Google is making further improvements via the introduction of its Performance Bidding Suite. Google defines the performance Bidding Suite as a tool that allows a marketer to “easily define and optimize to his precise business objectives, and express a unique bid goal for every conversion type. It also offers the option to integrate data, and have this data expressed in bid decisions to ensure that the entirety of your business is usable for bid optimization consideration.” Read the rest of this entry »

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

‘Optimize your website’ seems to be the top catch phrase for Pay Per Click (PPC) advertisers everywhere. Everyone wants to know how to create the most Google-friendly website that will reward them with higher PageRank and Quality Scores. This, many hope, will lead to lower costs per click and dominance of the Search Engine Results Pages.

Here are three PPC marketing adjustments you can make to your website to increase your Quality Score and get in Google’s good graces.

 

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 a multilingual Pay Per Click (PPC) advertising campaign 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.

 

How does a PPC advertising beginner make good optimization decisions?

March 25th, 2013

The journey into paid search advertising or bidding on display networks can be a little frustrating to many new AdWords users. Beginners keen on making progress in their advertising should focus on several key areas in PPC campaign development.

Below are four tips to help even the most inexperienced PPC advertisers optimize their accounts.

Optimize advertisement text

Though PPC campaigns on the Display Network can also include video and image advertisements, it is the accompanying text that contains the call to action. PPC advertisements should be crafted in a creative way that drives the user towards your website. The words used should be attractive to your ideal customers and unappealing to everyone else. Including prices or descriptive words such as “affordable or premium” can give your audience an idea of whether or not the product or service is suitable for them. This is a fine art, so start practicing your pitch. Read the rest of this entry »

The iPad, the cell phone or the laptop? Which is the best device for your PPC campaign?

March 19th, 2013

While 2013 is considered the Year of the Snake by Chinese astrologers, for Pay Per Click (PPC) campaign managers advertising on the Google Display and Search Networks, it may as well be known as  the Year of the Tablet.

Last year  128 million of these devices were shipped, an increase of 78% since 2011. PPC campaign managers must engage these as well as mobile users in 2013 as they represent a large and promising  slice of potential conversions.

Integration of devices

Google has recognized the importance of the tablet market as well as the similarities between tablets and desktop computers. In both cases, the display settings are quite comparable as website surfing on tablets offers the same look and feel as the desktop computer experience. The similarities also mean that people search the same way on both devices, often utilizing the same type and number of keywords. In the future the two will become one, with tablet bidding merging seamlessly into desktop campaigns. Read the rest of this entry »

3 ways to destroy PPC campaigns using unnatural links

March 15th, 2013

Advertising on the Google Search Network through Google Adwords can help your business to generate traffic and conversions on your website while building brand power. Google uses an algorithm to determine the PageRank of your website which, among other factors, is determined by the quantity, quality and relevance of the links other websites make to yours.

Recently Google announced that it would be streamlining activities it deemed as “unnatural links schemes”. Essentially, this is any behavior that manipulates links to your website or outgoing links from your site. It’s a broad definition but the company clarified by giving users a detailed list of these activities.

As expected, practices that were considered unfavorable included exchanging money, services or products for links, using excessive link exchanging or “link to me and I’ll link to you”, linking to spammers or unrelated websites to improve PageRank and utilizing automated programmes to create links to your website.

If these links are not removed, your company risks being banned from the Google Search Network and paid search with Google Adwords. Though removing these links can be a challenging process, it is a necessary one if you are to safeguard your PPC campaign. Read the rest of this entry »

Two ways to improve a PPC branding campaign using link-building strategies

March 14th, 2013

Effective Pay Per Click branding campaigns should be supported by what marketers refer to as “link-building”. This is the dynamic process of driving traffic to your website via links from other website sources.

You can create links in many ways. Popular methods include: contributing content to other websites operating in your industry, posting information on online forums and message boards and writing replies in the comment sections of blogs.

The higher the quality, quantity and relevance of links leading to your website, the higher your website’s PageRank or appearance in Google search results. A high PageRank will positively affect your Quality Score and since the success of your PPC branding campaign is in part tied to Quality Score, link-building is just as essential for the PPC manager as it is for the SEO specialist.

PPC campaign benefits of having a high Quality Score include; Read the rest of this entry »