Keeping Your PPC Budgeting Strategy On Track

PPC budgeting

It’s no surprise that novice digital advertisers often experience their first bumps in the road when it comes to PPC budgeting. Every company will have unique goals for their PPC campaigns. They will also have unique budgeting needs or constraints. As a result, there is no one-size-fits-all strategy for developing a perfect budgeting strategy.

However, there are some best practices to help you determine if you are approaching PPC budgeting appropriately.This article explores some of the best practices for thinking about ad budgets and how they relate to building campaigns. By considering these tactics in the context of your own campaign needs, you will be able to assess your budget and make adjustments as needed. 

Start with a Test Budget

If you’re completely new to PPC, there’s no need to overplan your budget and deciding exactly how much to spend on each of your campaigns from day one.  It can be difficult to gauge what a reasonable, sustainable PPC budget looks like before you get started. You may want to set a smaller “test budget” to get started. This test budget should be that’s big enough to help you gather data on what campaigns will convert, but not so large that it will sap your resources.

There are many different approaches for determining what your budget should look like. Working with an experienced PPC manager can be extremely useful at the starting stages of your PPC endeavors for just this reason. PPC experts like those on our team here at Webrageous can help you understand what to expect from your campaigns and assist in setting a budget that fits your requirements.  

Go Deep or Go Wide?

There are two major paths you can take when developing your high-level PPC strategy.  You can a develop “deep” campaign strategy by identifying the campaigns that perform best and investing the majority of your budget in those campaigns. Alternatively, you can opt for “wide” campaign strategy by diversifying your campaigns. Your campaign building strategy will likely reflect how mature your PPC campaigns are. For example, wide campaigns are often well-suited for very young campaigns, for which advertisers are not yet entirely sure what will resonate with their audience best.

Both campaign building approaches have their benefits and drawbacks. Deep campaign strategies tend to focus ad spend in on specific target audiences or product offerings that perform well, at the expense of other campaigns. Wide campaign strategies spread budget across a wider spectrum of your target audience, but each individual campaign might bring in less traffic as a result. Consider your PPC goals carefully to make sure that your campaign strategy and its budget will best serve those goals.

Beware of Budget Creep

Ad spend can easily creep up as campaigns progress and evolve. No one wants to find that they’re spending more than they expected to spend. It’s critical that advertisers spot problem areas and address them before they waste valuable advertising dollars.

Search Engine Land recently cited three common culprits for AdWords budget creep including incorrect location targeting, poorly calibrated ad scheduling, and inaccurate average position metrics. It’s important to regularly assess who is seeing your ads and whether your campaign settings are reaching their full potential. Doing so will help you hone in on your target audience more effectively to keep your budget on track.

Keep an Eye on “Limited by Budget” Campaigns

Keeping your PPC budgets low may seem like a good way to run cost-effective PPC campaigns. However, this strategy can backfire if your budget is too low and your ads don’t reach their audience effectively. Campaigns may be marked as “limited by budget” in AdWords if your budget is too low to serve your ads. If you’re seeing “limited by budget” notifications frequently, you might not be allocating your resources in a way that will yield great results.

Check out our article on optimizing “limited by budget” campaigns to learn how you can improve the performance of these campaigns.

Know What Matters to Measure Success

PPC campaigns may require a significant investment, but that investment can yield excellent returns. To truly measure whether your budget is on track with your goals, make sure you’re measuring success correctly. Try to think of the value of your keywords as objectively as possible — CPC alone is not enough to measure the success of a campaign. Certain industries have notoriously expensive CPC for competitive keywords. The legal industry’s most competitive keywords easily fetch over $100 per click on a regular basis. 

To get a better measure of ROI, think about your revenue per click (how much revenue each click translates to), rather than the raw cost per click. Once you have that data, you’ll be able to better assess whether your campaign is on track or not. For instance, if your cost per click for certain keywords spikes up but your conversion rate for those clicks also rises, those keywords may still be worth investing your ad spend in.

Get Expert Advice on PPC Budgeting from Webrageous

Setting and maintaining an effective PPC budget takes effort and experience. If you find managing a healthy budget challenging, working with Webrageous can help you find the right balance between getting great returns and staying within your budget.

Our team of expert PPC managers has experience working with a wide variety of budgets and know how to create the most effective campaigns possible. Don’t waste money on campaigns. Let us work with you to manage your campaigns and allow you get the most out of your budget. Learn more about our PPC management services and see the different that Webrageous can make for your campaigns. 

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5 Steps to Help You Survive A PPC Disaster

ppc-disaster-prevention

PPC campaigns can be a great boon to your business, but that doesn’t mean that they are entirely foolproof. There are many ways for your PPC campaigns to take a turn for the worse, and a single PPC disaster might waste your budget, turn off prospective customers, or set your advertising work back months. Here are 5 steps that you can take to prevent unexpected bumps in the road from derailing your PPC campaigns.

1. Back Up Your Account

AdWords is a very reliable platform, but no system is 100% foolproof. Technical glitches and human error can both cause your campaigns (in part or as a whole) to be lost, potentially requiring days or weeks of work to rebuild. To ensure that no campaign is ever beyond recovery, we suggest regularly backing up your entire AdWords account, including any paused or deleted keywords. Keeping an up-to-date backup of your entire account allows you to easily restore your campaign no matter what happens.

To create a backup of your AdWords account, simply select “Export Backup (AEA)” from the “File” menu. We suggest using the default AEA file format, but you will also have the option to export to other formats, including ZIP, CSV, HTML or AES.

2. Stay Current on AdWords Policy

Google has a vested interest in keeping their advertising space a safe, audience-friendly one. According to Google’s AdWords policies statement, “When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or egregious violations, we may stop you from advertising with us.” If your ads violate the standards set by Google for content, format, destination or intent, your campaigns may be suspended or removed.

Review what kinds of content AdWords prohibits and restricts to make sure you don’t make any accidental errors that may result in your ads being taken offline. While knowing everything about AdWords policy may feel daunting, familiarizing yourself with the key principles at the very least can help you from unintentionally violating the most important of Google’s policies.

3. Do Your Keyword Research

Your choice of keywords can make or break your campaigns. Many of the most obvious, general keywords may seem like a good fit initially — such as “New York lawyers” or “family legal services” — can be extremely expensive. They also aren’t guaranteed to provide you with great results. But well-targeted keywords will help you serve ads to the best audience possible. Be sure to do enough research that you can build your keyword lists (don’t forget long tail ones!) as effectively as possible.

An experienced PPC campaign manager can help you identify the best keywords for your needs and leverage them efficiently. Working with a PPC professional can help you hone in on a keyword strategy that will maximize results and stay within your budget.

4. Use Negative Keywords

Failing to use negative keywords effectively can be disastrous for your campaigns. In some cases, negative keywords can mean that your ads are served to people who aren’t interested in your services — someone searching for “auto insurance jobs” is not likely a great fit a business trying to sell auto insurance, and thus will waste your ads on an ill-fitting audience. In more extreme cases, failing to use negative keywords could potentially cause you to lose credibility. For example, if your ads for hotels show up as display ads on a news article about a recent hotel bombing, your audience may be offended or have the perception that you are taking advantage of a tragedy.

Anticipating these inappropriate advertising scenarios and using negative keywords to avoid them is critical to maintaining the overall success of your campaigns. Maintaining a curated list of negative keywords helps to ensure that your ad spend is used as efficiently as possible. Check out this post for our list of recommended negative keywords.

5. A/B Test All the Time

A/B tests are a powerful tool in the advertiser’s toolbox. Frequently testing can help boost your campaign conversion rates and help you discover optimal ways for reaching your audience. Testing continuously is also one of the best ways to safeguard your campaigns against disaster. By its nature, A/B testing prevents you from “putting all your eggs in one basket,” so you’re less likely to botch your entire campaign.

A/B testing also requires you to constantly monitor and tweak your campaigns. The key benefit of A/B testing is that it puts your focus on actively improving and adjusting your campaigns, rather than simply letting them run. As a result, you’ll be more likely to catch issues as they arise and prevent them from doing too much damage.

Avoid PPC Disaster and Gain Peace of Mind with a PPC Manager

Working with an expert PPC manager to drive high-performing PPC campaigns is a great way to get the most out of your AdWords campaigns. Our PPC managers at Webrageous are experienced working with a wide range of campaigns, and can equip your campaigns to weather any challenge they may come up against. Contact us today to learn more about how Webrageous can give you more peace of mind for your digital PPC efforts.

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What To Do When Your PPC Campaigns Stop Getting Results

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Love it or hate it, PPC advertising is a continuously changing landscape. Ads that converted well last month might flop this month, and it isn’t uncommon for previously successful campaigns to start to degrade as time goes on. Active maintenance is your best bet against poor PPC performance. If your PPC campaigns have stopped getting results, there are several strategies you can use to boost your conversion rate and revitalize your campaigns.

Strengthen Your CTAs

A common problem with underperforming ads is that they don’t include a strong call to action. Make sure that your CTA is strong, clear and specific. Getting specific with your CTAs is can make a huge difference; ad viewers are used to seeing (and ignoring) the same generic ads over and over again, so your ads must provide something unique to get attention.
For example, simple CTAs such as “Click Here” and “Download” are short and concise, but they don’t compel readers to take action. The best CTAs help the reader understand what they’re getting when they click. “Download Free Whitepaper” or “Sign Up Now” are examples of stronger CTAs that that will resonate with readers.

Test New Ad Copy Regularly

Even ad copy that once performed well can lose its luster over time. It’s a good idea to keep testing new ads continuously, even if your existing ads are performing well. Studies have shown that companies with many different landing page versions generate up to 12 times more leads than their competitors with only a few landing pages. The reason? More personalized landing pages have greater appeal to viewers across a wide audience, and allow businesses to test many different messages to find the ones that work the best.

To capture this high conversion rate, try diversifying your ad copy and testing new versions on a regular basis. You’ll be able to target your campaigns for a wider audience, and get a better idea of what messaging works best overall.

Run or Optimize Your Mobile PPC Campaigns

In the past, we’ve advocated for mobile PPC campaigns as an effective way to get the best performance out of your PPC ad spend. As mobile devices take up a larger market share and buyers make the shift from desktop to mobile browsing, it’s more important than ever to activate and optimize your mobile PPC campaigns. If your PPC campaigns are starting to lag, turning on mobile can help you reach a larger audience and connect with prospects that you might have been missing out on.

If you are already running mobile PPC campaigns and aren’t seeing the results you want, you might want to check to make sure that your campaigns are optimized for mobile performance. From writing mobile-specific ad copy to leveraging mobile ad extensions for better conversion rates, learning the nuances of mobile PPC management ensures that your campaigns yield the best results possible.

Adjust Your Keyword Match Strategy

Broad keyword match can be a great tool for reaching a wide audience, but that wide audience can also encompass viewers who aren’t a good fit for your business. If you’re relying heavily on broad keyword match but don’t have a high CTR, explore other keyword match options to help you hone in on a more precise audience.

Using broad keyword modifier match and leveraging negative keyword lists are two ways to make broad keyword match campaigns work more efficiently. These keyword match methods help your ads reach a more tailored set of viewers. As a result, you’ll waste less of your ad spend on viewers that aren’t interested in your business at all.

Optimize Your Ad Positions

Research has shown that the drop-off between the top three ad positions on Google AdWords is significant. In many cases, the conversion rate below the third position can drop to nearly 0%. If you’re not monitoring your average ad ranking closely, you might be paying for ad positions that don’t get any play. Because the performance of lower ranking spots can be dramatically less than the performance of top spots, ensuring that your average ad position stays in the top three positions is critical to having a high CTR.

Make sure that you adjust your bids to keep your ads in the highest positions possible, without overreaching your budget. Finding a balance between the right price point and the right amount of exposure can take some practice, but it pays off in the long run.

Review Google SEO Updates

Algorithm updates from Google can have a huge impact on the performance of your AdWords campaigns. Keeping up with Google’s near-constant updates to how their algorithm measures the overall quality of web pages can be a frustrating challenge when it comes to perfecting your SEO strategy, but it can also influence PPC ad campaigns since those algorithm changes can affect your Quality Score.

If you’ve experienced a sudden drop in PPC performance and a decrease in SEO ranking, it might be worthwhile to check to see if you’ve missed a recent Google update and adjust your SEO and PPC strategies accordingly. As a general rule, keeping tabs on what changes Google is making to their search network can help you stay ahead of the game.

Partner with Webrageous to Keep PPC Campaigns Active and Stay Ahead

Ultimately, strong, healthy PPC campaigns require regular maintenance to keep them performing at their peak. By keeping a watchful eye on your campaigns, you’ll be able to learn the signs of a lagging campaign and make adjustments to bring your conversion rates back up to the levels you want.

The PPC management experts at Webrageous have years of experience working with successful PPC campaigns. We dedicate time and resources to our clients campaigns to give them great advertising results without having to spend hours managing their own campaigns. If you’re still stumped on how you can jumpstart your PPC campaigns, call us for a consultation — we can show you how our PPC campaign management services can help you achieve optimal results for your advertising efforts.

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How to Create Lead Conversions

Inbound marketing is a relatively new term in the marketing community and marketers are still fine-tuning their systems to fully use it to their advantage. The most essential element of the inbound marketing toolkit is the lead conversion process.

The conversion process is the bread and butter of any inbound marketing program. Without a seamless and fully-integrated conversion process you are basically wasting your time and money on efforts that will never convert into revenue. So it is essential that you take the time to convert those leads that you work so hard to bring to your landing pages. Once you get them to the web page that you want them on, this brings them to the conversion process so you can capture those lead conversions.

There are various methods you can utilize to bring your prospects to your desired landing pages prior to getting them to complete the conversion. You will want to subscribe to this blog as I will go in depth on each marketing channel in the weeks to come. For now, let’s make sure you understand how to complete the conversion process so you can capture those leads when they visit your landing page!

  1. Create an offer that is relevant to your contacts. Pay attention to where your contacts are in the funnel. Are they cold contacts? Then an eBook would be good to gain interest. Are they a current customer that you are trying to upsell? A relevant checklist would be good. Have they already showed interest in your product offerings? Offer them a demo or a coupon for enrollment!
  2. Host that offer on a thank you page and/or with a follow-up email. You must deliver the promised content once they submit their information to you. You can host your content on a thank you page or deliver it in a follow-up email. You could also deliver the content upon conversion by including a content link in the associated form in step 3.
  3. Create the landing page with an integrated form. There are many programs that you can create a landing page with, but the most important part is to integrate a form with the landing page that will capture those submissions! This submission form will direct the contact to the content whether it is hosted on a thank you page, delivered automatically through a content link, or delivered in an automated email.
  4. Then you will want to segment your acquired lead lists for email marketing purposes!

Now that you have completed and refined your conversion process you are ready to begin driving traffic to your website to generate those leads you worked so hard to convert. Webrageous can help you maximize campaign performance and avoid wasting your ad spend on ineffective keyword techniques. Our team of search marketing experts stay continually up to date on the latest advancements with both Google AdWords and Bing Ads, so you can be sure that you’re getting the best results possible from your ad campaigns under our management. Contact us today for a consultation to see how you can grow your PPC advertising efforts successfully.

Tips for PPC for Small Businesses

In this day and age of intense competition online, every business of every size has to make sure they have the right tools to gain an edge over their competitors and make money. After all, the world of ecommerce is a lot like the business world; it is dog eat dog and only the strong and the smart survive. That being said, small online businesses need to make sure they are smart about their advertising and marketing. They need to become visible if they are to attract customers and entice buyers and this is where PPC marketing comes in to save the day. When used correctly, PPC for small businesses can be a great marketing ploy to attract more visitors to one’s site.
 

What is PPC?

Before getting into the nitty-gritty of how PPC can help small businesses, first a brief background on what PPC is. PPC is short for pay-per-click, and is also known as cost per click. It is an advertising model developed especially for the internet. This internet advertising method is mostly used to direct traffic to websites that have ads. Those ads are placed there by an advertiser that then pays the website owner every time their ad is clicked. In a nutshell, PPC is defined as the amount that is spent just to get clicks on an advertisement.
 

The Benefits of PPC for Small Businesses

It is sad that many small business owners are still hesitant to go for PPC even if the benefits are very real. For one, PPC ads can help a business compensate especially if they do not turn up in the top search engine page results. Another benefit is that PPC ads can augment the revenue stream of businesses while their organic SEO projects are still gaining ground. For business owners that are eager to make use of PPC for small businesses and get the most out of it, below are some tips that are sure to prove valuable:
 

  • Time/day parting

    Google allows small businesses to set the time of day when the ads will show. This is an especially good function for small businesses because they can set all their ads to show during high traffic times of day to ensure maximum clicks. Not only does it make the endeavor more profitable but it also reduces costs.


  • Match types

    Website owners no longer have to cast a wide net for keywords in the hopes that they will luck out. It is better to go for exact match types because this way, they bring down the costs of advertising. Remember that in business, it is as much about saving money, as it is about making money.


  • Negative keywords

    This is a great way for website owners to drive away unwanted traffic to their site. For instance, a company that sells materials for business cards can type in “custom” so that people who are looking for custom business card printing services do not end up on their websites.


  • Geotargetting

    Studies have shown that 80% of consumers expect the businesses they see online to be within more or less 15 miles of them. Of course, there are some exceptions to these but that should give you a pretty good idea of who you should be targeting and where. When it comes to PPC for small businesses, location also matters.


  • Alternative search engines

    Google may be the biggest search engine ever but that doesn’t mean you shouldn’t try out others like Bing or Ask.com. They often have lower bid prices, which mean lower conversion costs for you and more savings for your small business.

 

PPC Tips for Ecommerce Sites

E-tailers have a myriad of marketing challenges, and tops on the list is maintaining affordable and high performing PPC campaigns. From managing keywords to drafting stellar ad copy, there’s a lot to master when it comes to ecommerce PPC. Your sure-fire solution is always to hire a PPC pro like Webrageous; if you’re still keen on going it alone, heed the following tips and you’ll have a definite head start on your competitors.

 

Tip #1: Include Pricing in Your Ad Copy

 

PPC campaigns for ecommerce sites are not about targeting the most number of clicks, but rather, garnering the most relevant clicks. When you include pricing for your featured items, you’re automatically narrowing the field and ensuring the clicks are qualified customers. Some marketers choose to hide pricing until visitors reach the actual sales pages, yet stats show repeatedly that buyers are not easily fooled. When a user is shopping for a specific item, they almost always have a price threshold. Since you’re paying for every click you receive on your ads, an excellent way to guarantee conversions is to call out the price in your ad copy.

 

Tip #2: Use Specific Brand Names and Model Numbers

 

Bidding on the highest converting keywords is essential to PPC success. When you run an ecommerce site, your best bet is targeting customers that are ready to buy your products, not those that are still in the researching phase. One way to capitalize on this strategy is to include specific model numbers and exact product names in your ad copy and keywords.  Anyone searching for something as targeted as a model number is obviously ready to purchase that product. Crafting a very product-centric keyword strategy is an excellent way to boost returns on your PPC campaigns.

 

Tip #3: Master the Art of Optimization

 

PPC is a game of words, price points, and overall optimization. If you’re targeting keywords and placements that are highly competitive, you are naturally going to need to pay more for those clicks. If, in turn, you’re not on top of performance monitoring for all your campaigns, you will grossly overpay and devalue your PPC efforts. PPC price per click charges may continue to increase, while your sales may not follow suit. The solution? Halt the worst performing keywords and placements as fast as possible to shore up wasted costs, and refocus on higher performing combinations.

 

One of the smartest ways to ensure you properly optimize your campaigns is to create a benchmark that defines your price per conversion caps. Include a targeted price, and a max point that still results in a higher ROI for your business. This will prevent you from being deceived by keywords that drive impressive numbers of clicks, but are out of your targeted price range, and therefore too expensive to warrant any benefits to your ecommerce website.

 

Tip #4: Track Negative Keywords

 

PPC campaigns, more than any other strategy, require staunch dedication to report analysis and performance metrics. Make it a habit to run search query reports at least monthly, but ideally weekly, and study all keywords that have garnered clicks from your campaigns. If you are also running display campaigns, create placement performance reports as well to identify placements that are attracting high numbers of clicks.

 

Your first instinct will be to highlight your highest performers, but take the time to log the most underperforming keywords and placements as well. These will highlight those that are the least relevant to your products and site, which in turn will save you serious cash down the road to spend on more targeted buys. These unrelated placements and keywords should be logged as “negative keywords” – this optimization strategy will do wonders to keep you from irrelevant clicks and impressions. Taking the time to monitor negative combinations helps expand your budget and focus on tactics that are proven performers.

 

Tip #5: Keep a Close Eye on Your Competitors

 

Keeping tabs on the efforts of your competitors is another intelligent way to keep your ecommerce site on the cutting edge. Bid on the same keywords as your top competitors to keep them from gaining traction over your original efforts. In order to take a peek at their campaigns, use any one of the free competitive intelligent tools which give access to their top performing keyword strategies. Study keywords, placements, creative, and landing pages for inspiration, and to spy on what may be working on their side of the fence as well.

 

The tips offered above work for seasoned PPC pros as well as those just starting out in the world of paid search. To boost your efforts tenfold, contact a Webrageous PPC specialist anytime to discuss your options for dominating this space. PPC is a difficult space to master, but with such huge potential for profits and pay-off, it’s a tactic you can’t afford to ignore.

3 ways PPC beats SEO for driving traffic and increasing conversions

Pay Per Click (PPC) advertising campaigns provide businesses with fresh, engaging and innovative ways to attract consumers they would not otherwise be able to engage.

 

piggy-bank-money-stackThis paid search method requires campaign managers to bid on search phrases called keywords. The keyword with the average highest bid CPC (cost per click) and Quality Score wins the top rank in the Search Network. The Google Display Network gives advertisers opportunities to display their advertisements on hundreds of thousands of websites across the world.

 

SEO involves optimizing the structure and content of websites and is a long-term, time consuming method to achieving high organic search results. Though not without merit, it isn’t as dynamic in driving relevant traffic as PPC advertising campaigns.

Here are three reasons why; (more…)

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


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. (more…)

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

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: (more…)

How can the PPC Manager improve keyword bidding techniques?

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. (more…)

Why must PPC Managers learn to generate reports? What kind of PPC reports are useful?

PPC Managers need to effectively generate reports, most importantly because they are usually solely responsible for the PPC campaigns they manage and they have to track and analyze their campaigns in order to make the best decisions for the advertising success of their clients.

 

laptop-workerThe PPC manage is the very first person expected to organize and analyze data and to immediately act on whatever findings a PPC report generates before passing this information to the clients.

 

Generating reports allows managers to successfully troubleshoot when and where it is needed. PPC reports are all about damage control and they inform the advertising clients of the problems encountered and solutions applied.

(more…)

How does a PPC advertising beginner make good optimization decisions?

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. (more…)

Why Google AdWords is the best form of PPC Advertising

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 and blogs, Google AdWords is the ideal platform and the best form of PPC Advertising for any business interested in exposure and long term online marketing success.

The Best Form of PPC Advertising

best form of PPC AdvertisingWith 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, making it, undoubtedly, the best form of PPC Advertising.
 
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.

Context and targeting

With the right PPC management experts at your side, your firm will be able to utilize Google’s contextual targeting technology which can match your advertisements to the most relevant web pages in the Google Display Network. For more autonomy, Google allows advertisers the option to bid for spaces on specific websites that they would like their advertisements to appear. For example, if your business sells household items, you may select an online magazine popular among your customers.

More Opportunities for Analysis

The Google Adwords product also gives advertisers many avenues to test the performance of their campaign and in the ‘Opportunities’ tab there are a slew of suggestions on how to optimize. Google’s Placement Performance Report can give your business the chance to review advertising performance on every single site you choose. You can view impressions, clicks, costs, and conversion data and therefore determine where to target more or less aggressively. You can’t get that anywhere else outside the best form of PPC advertising.
 
Google AdWords is also extremely flexible when it comes to your budget restrictions. For starters, there is no minimum spending requirement to restrict you at any point; you completely determine the financial direction you want to take. It is important to note that you can change your daily budget at any time. Google will suggest a recommended daily budget based on a number of factors including the strength of your keyword selection. This recommended budget is a mere guideline and is not compulsory.
 
On the Google Search Network charges are made only if someone clicks on the advertisement. The charge is called your ‘cost per click’. Advertisers can also opt into the Google Display Network where their advertisements are shown on an array of newspaper websites, blogs and other popular web pages. Advertisers here are charged per thousand impression (views) or CPM. Both CPC and CPM can be lowered by using a set of strategies that include optimizing landing page and keyword selection. Seeing huge results at lower costs, that definitely the mark of the best form of PPC advertising there is.

Lower Costs, Higher Rankings

If you want to enter the world of PPC advertising it pays to do so on a firm foundation. This means finding the most lucrative, dynamic and engaging platform to interact with users and increase your exposure.
 
Here at Webrageous we can guarantee you 100% that this platform is Google Adwords. Because we know that we can’t let any of your clients down, we work only with the best form of PPC advertising, the only way for our clients to stay happy with what they see. And when we’re talking about the best form of PPC advertising, you know that it has to be Google AdWords.

3 Ways PPC beats SEO in Increasing Traffic and Conversions

Pay Per Click (PPC) advertising campaigns provide businesses with fresh, engaging and innovative ways to attract consumers in areas they would otherwise not be able to engage. Yes, SEO has proven to be a more popular approach utilized by a lot of businesses that have a presence online. However, there are different areas where PPC beats SEO, proving that it’s also worth the investment.
 

PPC versus SEO

ppc beats seoThis paid search method requires campaign managers to bid on search phrases called keywords. The keyword with the average highest bid CPC (cost per click) and Quality Score wins the top rank in the Search Network. The Google Display Network gives advertisers opportunities to display their advertisements on hundreds of thousands of websites across the world.
 
As for SEO, it involves optimizing the structure and content of websites. This process is a long-term, time consuming method to achieving high organic search results. Though not without merit, it isn’t as dynamic in driving relevant traffic as PPC advertising campaigns.
 

Where PPC Beats SEO

Here are three areas where PPC beats SEO:
 

1. SEO is restricted to search engines.

Advertisers on the Google Display Network can show their offers to millions of site visitors on different web pages across the internet. A PPC Display Network campaign is superior to SEO efforts because it allows the advertiser to meet the client all the way. PPC campaigns on the Display Network are not a slave to search engine queries. Users do not have to type in a keyword to be shown business information.
 
In the real world, people purchase items on a whim. They walk past a window, something catches their eye and they enter the store to investigate.
 
The Google Display Network is the largest collection of websites that allow people to window shop on the web. Through placement targeting, you can bid for spots on popular websites or websites related to your keywords to further contextualize your traffic.
 

2. SEO offers limited audience targeting.

One of the major drawbacks of relying on an SEO-only digital marketing plan is that it offers little by way of innovation. Through PPC marketing on the Google Display and Search Networks, businesses can be specific about the type of consumers they want to target, making it another clear area where PPC beats SEO.
 
Advertisements can be based on a number of characteristics, including but not limited to geography, user profile and browsing device (desktop, mobile or table campaigns). Campaign managers can also target users according to age and gender.
 
SEO managers can only focus energies on keywords, hoping to attract the right kind of traffic. With targeting, PPC campaigns attract and directly interact with specific customers.  This can lead to more relevant clicks, and ultimately, conversions.
 

3. PPC drives more traffic and conversions for less established or new businesses.

A huge area where PPC beats SEO is in the drive to push less established businesses into the spotlight. In the world of SEO, more established websites with an extensive network of links are given preference on search engines. The present SEO landscape is a difficult one for less established businesses to navigate. In PPC, the advertisement listings at the very top of the page are fair game for everyone, not just the websites with the most links.
 

PPC: A More Dynamic Option

SEO lacks the latitude, scope for growth and refinement that is the cornerstone of PPC marketing. Seeing these areas where PPC beats SEO, it proves to have several benefits especially for less established businesses that want to be more aggressive in their marketing agenda.
 

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

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. (more…)

3 Ways PPC Campaigns are Destroyed Using Unnatural Links

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.
 
unnatural linksRecently 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. (more…)

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

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; (more…)

Why do you need Google AdWords Help?

“I get by with a little Google AdWords Help from my friends,” is how the real Beatles hit song goes – a few years into the future that is – and the phrase really couldn’t be truer if it wished to be with the help of a genie and fairy godmother in tow at the same time.
 
Even if you are a real veteran, a real Google AdWords dab hand at managing online campaigns, you still need help and advice when it comes to the management of your Google AdWords Campaigns. We all need help and advice. It is useful and healthy to see things from another’s perspective and to get an objective eye on certain matters whenever possible. Particularly in the world of online marketing, as it changes all the time and new techniques are being developed on a daily basis to make advertising campaigns even more successful.
 

What kind of Google Adwords Help is available?

There are a number of different ways in which you can get your hands on some Google AdWords Help. It is always best to investigate a little into the sources that you come across, but the variety is out there for the taking. (more…)

The Art of Long Tail Keyword Pay Per Click Management

Most experienced pay per click advertisers know that long tail keywords offer high conversion rates for less money and as such they help to generate a much healthier return on investment at the end of every month.

Experienced pay per click advertisers know this about long tail keywords because they understand that people searching for “cheap hostel accommodation Cusco Peru” has been doing a lot more research than someone who types in “hostel Peru” and is therefore more likely to convert.

Therefore, it is abundantly clear that investing in long tail keywords is an effective step in the right direction for any pay per click advertiser. Long tail keywords should feature in every single pay per click management campaign in some way. The point of focus, however, is to work out how best to incorporate these keywords and how to manage them without letting your keyword lists and ad groups get way out of control. (more…)

6 Ways to Fail AdWords Campaigns

It’s easy to set up an AdWords account in order to run ads on Google, but it’s even easier to fail AdWords campaigns, especially if you manage them poorly.
 
fail adwords campaignsPaul Downs is a small business owner who manages his own AdWords campaigns and realizes that his campaign was being wasted on the wrong people. “Google’s algorithm saw the total number of clicks generated as evidence of success, regardless of whether we closed any business,” he tells the New York Times, “By all of its own metrics, the AdWords campaign was a home run. I had received lots of impressions and bought lots of clicks. The only problem was that these apparently were the wrong clicks.”
 
This is classic example of how people fail AdWords campaigns.
 

How People Fail AdWords Campaigns

Here are six ways for you to fail AdWords campaigns, especially if you don’t prepare for the unexpected:
 

1. Failing to Link to a Landing Page

 
Website visitors will be lost in the shuffle if you send them to your home page, causing you to fail AdWords campaigns if you don’t find a way to lead them to the right direction. By setting up a custom landing page with either a plugin or an HTML company, you can convert your AdWord leads into sales. The process becomes simple and focused on one action. Limit the copy to what you want your visitors to do — such as subscribing to a newsletter, making a purchase, or downloading a free sample. (more…)