ZK's Web Marketing Blog » Pay Per Click Marketing

3 Sure Shot Ways to Clean Up Your AdWords Campaigns for High Click Through Rates

WordWatchTrace — Fri, 23 Dec 2011 17:25:07 +0000

Before you can expect great results from an AdWords campaign, you really need to make sure that everything is neatly organized. The cleaner and more relevant your ad groups and campaigns are, the better your CTR will be and your Quality Score will also rise, resulting in lower costs. I see some common mistakes in some of my clients, so I thought it would be a good idea to write an article about what can be done to do some PPC organization.

Create New Ad Groups for Each Product or Service

Relevancy is important within your campaigns, so you’re going to want to break out each product or service you sell into its own ad group. The reason for this is that if you have keywords for multiple products in the same group, it’s going to make your ads very broad.

AdWords ads are at their best when they’re extremely targeted. Here’s an example, if you were selling shoes, you’d want an ad group for loafers, basketball shoes and sandals because if you had all those keywords in the same group your ad would have to read something like “We have all kinds of shoes in stock.” While that may be true, it’s much better for a searcher to create a query for ‘sandals’ and see an ad that says “We’re having a sale on sandals!”

The potential customer at this point already knows that you have exactly what he’s looking for and it’s also going to be good for your quality score; the more your keywords appear in the ad, the better. You might even consider creating ad groups for each brand you sell, especially since branded keywords usually come at lower CPCs than general terms.

For instance, the average cost per click for ‘men’s basketball shoes’ is $1.07 while ‘Nike basketball shoes’ is at $.79. That may not sound like a huge difference but it’s a lower cost keyword you could easily add for more traffic and sales.

Make Sure Your Landing Pages are Relevant

I hate to use the word ‘relevant’ so often, but relevancy is such a big part of AdWords management that I can’t help it. Since you’ve broken up all your products into specific ad groups, doesn’t it make sense that each of those ad groups have their own landing page? Your advertisement for women’s tennis shoes will ideally take the customer straight to the women’s tennis shoes page.

They’ve already expressed interest in buying shoes from your store by clicking on the link so why not send them exactly where they want to go. Customers are much more likely to make a purchase when what they want is presented to them quickly and hassle-free.

You should also periodically test your landing pages to make sure that they work, there’s nothing worse than paying for clicks that are being sent to a 404 error page. That just upsets customers and empties your wallet for no good reason.

Separate Your Display Campaigns from Search Campaigns

When you set up your AdWords campaigns, you’ll be given the option to have your ads appear on the search network, the display network or both. Most people just select both because they don’t really know what that means and the way set up goes, it makes it sound like you’ll get more clicks by using display.

The display network does work for some, but it isn’t for everyone and it really just depends on your product. Let’s say you’re selling eco-friendly furniture, your ads could show up on a green-movement website that literally has nothing to do with furniture.

You might get some clicks but the blog isn’t likely to be read by people who are actively searching for green furniture. It doesn’t hurt to try the display network, of course, but it’s much easier to compare the results when it’s been broken apart from your search campaign.

Could your PPC campaigns use some spring cleaning? Don’t wait until April, make AdWords organization your businesses New Year’s Resolution and celebrate all year with more clicks, sales and happy customers.

Image Credit:Cartmetrix

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3 Sure Shot Ways to Clean Up Your AdWords Campaigns for High Click Through Rates

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Increase Landing Page Conversions – Here’s What Works

James — Sat, 24 Sep 2011 12:28:50 +0000

You stare blankly at the landing page of your website. It is hard to believe that even after spending thousands of dollars on such a great landing page for your PPC campaign it never got the desired leads. You’ve probably got everything right on the page for readers to convert, except a few minor elements that need more attention.

Here we are going to share some tips that might help you get better conversions from your landing pages.

The Bigger, The Better: Sizes does matter. When you design a landing page, you need to make sure that the image of the product or service that you offer is large enough to attract attention. Experiment with different font sizes and colors on the page to ensure that the message is clear and upfront.

Win Confidence: Landing page of your website should give a sense of trust otherwise, people may hesitate to fill out the the lead form. Use logos (ie. verisign, entrust) and testimonials to make the landing page and content trust worth and believable.

Be Brief: Too much content on the page may not be ideally for conversion. Too much of unnecessary information that is not relevant to the product should be avoided. Being brief and to the point will ensure a high conversion rate.

Short Registration Form: This is one of the critical factors of a successful landing page. People are averse to the idea of filling up a long form. Try to keep the number of fields to a minimum. Avoid asking the readers to fill unnecessary details that are not required. Use the KISS ( Keep It Short and Simple ) principle, short and simple is the secret to maximize conversions

Give It a Personal Touch: Your landing page should have a WOW factor and it should be powerful enough to keep the visitors engaged for a few seconds. Enough time for him to be interested in reading the content and giving you the information.

Creating landing pages that convert is an art and science, you may have to test out a few pages before you go with the landing page that actually works.

The Thesis Theme Framework works well to design landing pages with high conversion rates.

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Increase Landing Page Conversions – Here’s What Works

SEO vs PPC: Do they help or hinder each other?

AlexG — Fri, 13 May 2011 18:33:18 +0000

Ahh, the good old fight between SEO and PPC. As an SEO, it can be frustrating to see PPC diverting valuable clicks from keywords you are at number one for. It can seem daft; why pay for a click when you could have got it for free if you had forced that visitor to click on the natural search listing instead of the paid?

But would you have got that click at all if the paid listing had not been there? The user might have clicked on a different paid ad and not your number one natural listing at all. The line between paid and natural has been blurring over recent years – now the background colour to highlight PPC is so light that on some monitors they are virtually indistinguishable – so those who don’t like to click the paid ads may do so unintentionally.

However, there is still a bias towards the natural listings, although the exact statistics for the click share of natural versus paid are somewhat muddy. I looked around for a while and found three different percentages – 65%, 77% and 85%. It really depends on what the search is for, of course, as people are learning that the paid ads are often quite helpful if they are looking to buy a product but less so for reviews, research or advice.

Why natural?

Natural search has the obvious advantages of being completely free, having more space to invite clicks and potentially bringing you lots of traffic from long tail terms that you had not predicted. Unless you are running a PPC campaign on ‘broad’ match , which tends to be very wasteful, you would never even think to bid on these terms. I once worked for a company that got around 8% of its natural search revenue through a keyword that I suppose must have been peoples’ attempt at the brand name, but in fact was completely incorrect. Not even a typo – the wrong words altogether! Without organic search, I would never have guessed that one.

Why paid?

Having said that, there are some benefits to PPC that natural search cannot provide. The immediacy is great; want to run a test? You can get results in hours. You can check on keywords that you think will work but which turn out not to, saving you many hours (or days) of wasted SEO. You can use negative keywords to weed out the dud traffic, streamlining and honing your web visitors into a relevant army that is ready to take you up on whatever you offer. You can get traffic in for competitive keywords whilst you reach the top spots through the natural listings.

There is no one winner between SEO and PPC. Both deliver separate streams of traffic that work better for some businesses than others. They can aid each other to dominate the search results. It doesn’t really matter whether a click comes through natural or paid search (unless you are on a tight budget), as long as that visitor is ending up on your website. Have strength in both areas and you can ride the storms of algorithm change or sudden rises in click costs, giving you a solid base from which you can build a powerful web presence.

This is a guest post by Alex, check out our guidelines to guest post on this blog

Image Credit: Austin SEO

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SEO vs PPC: Do they help or hinder each other?

How to Write a Compelling Landing Page

DavidMurton — Sun, 20 Mar 2011 05:49:50 +0000

Purpose:

A landing page ( also called a squeeze page) sets the goal of a business. Its aim is to turn visitors into customers. It should focus on one offer and should summarize all the pages connected to the specific product or service it offers. The landing page is the ultimate sales pitch – its content should be persuasive and clean. For those who need help writing compelling content, there are some great online writing schools available that can make it easier.

Many landing pages are linked through PPC (pay per click) ads. This type of ad is paid for through the number of clicks it receives from Internet users. Since each visitor to the landing page costs money, it is very important that the majority of them become clients. The landing page must cater to its audience in order to reach its goal.

The Audience:

Who’s the target audience? What do they like? What do they expect? What are their concerns?

For more expensive products, its beneficial to target multiple consumers with different landing pages. For people concerned with budget, make a page with key words like “discount” or “cheap”. For those who just want quality, focus on value and credibility. The content of each page should be similar to the original, though should focus on a particular point.

Make your primary landing page available for indexing. Use “robots meta tag” or “robots.txt directive” for others. This is to ensure that search engines don’t think you’re trying to spam them with duplicate content, which could result in penalization.

The Design:

If you have web design experience, creating a landing page from scratch is best. If not, there are dozens of free HTML/CSS templates available online. Though take note, these free templates don’t look as nice as custom designs. Alternatively, WordPress gives users the option to download templates and modify them for their various needs. The Thesis Theme framework is one of the top wordpress templates that will help you build SEO friendly landing pages.

The “call to action” is your sales pitch. It should be stated in bold text at the top of the page. This will suit those more impulsive people or those already familiar with the product or service. The “call to action” should appear again near the middle of the page. Near the bottom of the page, the “call to action” should be a button that links to final purchasing.

Use plenty of white space. Vary text colors to attract attention, though be sure to use a particular color scheme. Sentences should be short and brief, more like info points. If you are designing your own page, take a look at some example pages online to get a better idea of how they should look.

Only use images that are clean and relevant. Put images at the left side of page. For most your customers, who read from left to right, this will allow for an easier read. Length of pages vary. As a general rule of thumb, the more expensive a product/service, the more length is needed.

To add legitimacy, use testimonials. Put testimonials at the bottom of the page. Be aware that using a full name and location has more power than just initials or a first name.

Be sure to add a link to more information or a link for contact so that discerning customers have an avenue to learn more. This should be at the very bottom of the page where it doesn’t distract from the “call to action” link.

As an end note, providing a “bonus” can prove helpful. This usually requires a customer’s email address, allowing you to follow-up. So even if they don’t make a purchase the first time they visit your page, they’ll be reminded of it through later emails.

This is a guest post by David Murton, click here if you want to guest post on this blog.

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How to Write a Compelling Landing Page

Online Marketing Videos and Tips by PPC Ian

ZK — Fri, 25 Feb 2011 13:19:40 +0000

My buddy Ian Lopuch has been playing a very significant role in empowering and educating professionals and students about the impact of PPC ( pay per click ) advertising can have on a product or service.

According to the Search Engine Landscape 2010, PPC spends in US in 2009 was $18 billion and accounted for 12 % of all search clicks. There is no doubt that PPC will only get bigger this year and in the coming years.

PPC can help you if you are a blogger, internet marketer, a SEO professional or a student wanting to make a career in PPC with an agency. Advertising agencies and companies are always on the hunt for skilled professional and PPC experts to handle big PPC budgets.

Ian Lopuch, a Stradford Graduate runs one of the highly visited blogs on PPC marketing called PPCIan.com. The blog has tips and strategies on how you can leverage the power of PPC and make the best of your marketing dollar. If you are a student looking at PPC marketing as a career then I recommend you start by downloading his ebook on Top 5 PPC Career Tips.

Ian recently addressed a group of young student and professionals at Stanford Graduate School of Business, one of the prestigious business institutes in the world. Ian has shared six videos and I suggest you have a serious look at them.

At Stanford Ian presented a plethora of quick win tips for entrepreneurs, he not only covered PPC but goes in detail to cover other aspects of online marketing, seo, link building, social media and viral marketing tips that are easily actionable and can be copied by bloggers, internet marketers and small business owners.

Below are the six videos that Ian presented at Stanford

Video One: Covers quick wins on Google Adwords and Facebook.

Video Two : Covers more Facebook advertising tips and Blogging

Video Three: Covers Link Building Topics

Video Four : Covers SEO and Social Media

Video Five : More on Social Media

Video Six: Email Marketing and Outsourcing Tips

All the above videos are very informative and FREE to watch, I hope you find them helpful

You can also subscribe to Ian’s YouTube Channel, where new videos on online marketing, PPC, SEO, social media and link building are uploaded regulary.

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Online Marketing Videos and Tips by PPC Ian

5 Reasons PPC is Undisputed Champ of Internet Marketing

Benin — Mon, 13 Sep 2010 15:27:52 +0000

Internet marketing consists of several key elements. They can be summarized as follows:

Online PR and Social Media
Usability and Website architecture
Email Marketing
Organic or Natural Search Engine Optimization (SEO)
Paid Search (PPC)
Online Branding and Internet Consumer Behavior
Web Analytics
Display Advertising
Affiliate Marketing

In the past when considering the scope of these tools I’ve operated under the premise that each of these tactics were created equal. However, recently I came across an interesting statistic that indicates otherwise. According to MagnaGlobal, a division of IPG’s Mediabrands the online advertising industry will reach $61 billion by the end of 2010. The same study indicates that paid search will reach $29.8 billion or nearly half of the online marketing industry by the end of 2010. These massive numbers serve to illustrate the sheer muscle that PPC wields in the online marketing industry.

My aim is to lay out the five reasons that paid search engine marketing remains continues to dominate online marketing spend in 2010 even against the backdrop of tremendous excitement over other online channels-such as social media. So let’s begin!

Immediate Results

In the universe of online marketing there aren’t many tools that you can employ on day one and seriously expect to yield income from by day two. Unless, of course, you’re talking about PPC- PPC allows for near immediate results.

The alternatives to PPC often take long and sustained efforts before results begin to materialize. One of the best things about generating quick results is that this often translates into generating a quicker return on marketing-spend.

Marketers Can Target Intent

Providing advertisers with a systematic method of accurately targeting their messages to audiences that actually want to buy what the marketer is selling represents a cataclysmic shift in marketing. Prior to PPC online marketing was essentially nothing more than a mirror image of the offline world where marketers were just throwing spaghetti or marketing spend at the wall and hoping that some of it stuck. The benefit of targeting user intent is that it allows you a greater chance of reaching motivated buyers as opposed to window shoppers.

Pay for Performance

Prior to PPC online marketers were only able to pay for exposure or activity. This meant that regardless of whether even one consumer clicked through an ads to the marketer’s website the marketer still had to pay for the campaign.

Giving marketers the ability to pay for performance has gone a long way towards increasing the popularity of search engine marketing.

Convenience Factor

Let’s face it search engines such as Google have gone out of their way to simplify the process of doing pay per click advertising. With little over a $50 monthly budget, a set of keywords, and a basic landing page even the smallest of online advertisers has access to hassle free online marketing.

Actionable Metrics

For many brands the lure of actionable metrics alone is enough to draw them into using pay per click search engine ads. Metrics such as the click through rate, conversion rate, cost per conversion, view through conversions, and etc. allow marketers to gauge the effectiveness of their messages.

The richness of these metrics empowers marketers today’s online marketers with as much (or more) data as research firms had prior to the Internet era. This means that online marketers are single handedly able to make the most educated decisions possible.

Finally, let it be said that this article is not advocating that online marketers use PPC advertising in isolation. But rather it has been my observation that when combined with the other Internet marketing tactics PPC performs at its optimal levels.

Image Credit: Byron Shell

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5 Reasons PPC is Undisputed Champ of Internet Marketing

Want to become a PPC Search Marketing professional? Meet PPC Ian

ZK — Mon, 28 Jun 2010 10:24:35 +0000

If you are a blogger or an affiliate marketer wanting to specialize in PPC ( Pay Per Click ) marketing, then PPC Ian should be one of the blogs on your daily reading list. According to the Search Engine Landscape 2010, PPC spends in US in 2009 was $18 billion and accounted for 12 % of all search clicks.

The PPC industry is big and is poised to get much bigger in the coming years, as a blogger you can make tons of money by driving traffic to your affiliate landing pages or affiliate sites with the help of PPC. Companies are always on the look out for skilled search marketing professionals to handle their million dollar PPC campaigns.

Here is where Ian Lopuch of PPC Ian can play a significant role to enhance your skills, if you are looking career in PPC marketing his PPC blog is a great place to start.

Who is Ian Lopuch ?

Ian Lopuch is a Strandford Graduate who runs a very successful PPC Marketing Blog called PPCIan.com. I recently meet Ian at SMX Advanced Seattle where he networked with hundreds of search marketing professionals. If you are an internet marketer or a search marketing professional, you are bound to meet Ian at one of these search conferences, he is always there. Ian also enjoys attending and speaking at local events, Ian recently spoke about online marketing at Stanford’s Graduate School of Business for over two hours.

Ian started his search engine marketing career with NexTag, once of the biggest PPC and media firms in US. Once he learnt the inside tricks of PPC at NexTag he moved to different companies handling different clients and brands. Today he is the Director of SEM at a large public company.

Become a PPC professional

If you are looking at pay per click marketing as a career, then I suggest you start off with downloading PPC Ian’s ebook featuring his 5 top pay per click career tips that you won’t find anywhere. The book also includes his 2 hour long PPC and SEO powerpoint presentation that he presented at Stanford’s Graduate School of Business. The presentation has some gems on search marketing strategies I suggest you spend sometime viewing it.

PPC Ian’s blog has amazing posts on PPC marketing, some of my favorites are below:

- Increase your search marketing leverage
- SEM Career progress and your manager
- PPC Domain Strategies
- Moonlighting will accelerate your SEM career
- PPC Ian interviewed by Jonathan Volk

Ian has also posted a video introducing himself, after watching the video you’ll agree with me that Ian does know a lot about PPC marketing and has the expertise to educate and empower you.

Check out PPC Ian

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Want to become a PPC Search Marketing professional? Meet PPC Ian

DirectCPV: A great alternative to Pay Per Click model

ZK — Wed, 02 Jun 2010 17:02:15 +0000

If you’ve been surfing blogs in the internet marketing space you may have come across heavy advertising and promotion on top blogs about a service called DirectCPV. Curiosity led me to find out more about this service.

What is DirectCPV ?
DirectCPV is an advertising network based in Canada, their business model is delivering targeted contextual advertising using the CPV ( Cost per view ) or PPV ( Pay per view ) method.

What Is CPV?
CPV stands for Cost Per View, it’s also referred as PPV or Pay Per View. In this blog post we will be using the term CPV to make it simpler to understand. CPV is one of the fastest growing advertising networks online.

The CPV model works on a similar principle like the Google Adwords, the only difference is that with Google adwords you pay per click and with the CPV ad work you pay per view. The CPV model charges you when someone views your site or your landing page.

How does DirectCPV work ?
With Direct CPV you can set up an account with only $100, whereas other ad networks will charge you a higher amount to get started. The low set up cost for DirectCPV makes it lucrative and affordable for blogger and affiliate marketers to use this service to get more traffic to their web business.

Why should I use DirectCPV ?
1 ) Low deposit amount :
- You can start promoting your websites or your affiliate sites by depositing only $100 which you set up when you initial open an account with DirectCPV. The initial set up cost is much less that the competitive networks which will charge you a higher deposit to activate your account. You also get a $25 in FREE traffic on your first deposit of $100. Use bonus code CPV 25 when you register.

2 ) Low cost bids:
- Direct CPV makes campaign costs more affordable that other advertising networks.

For example: According to Google Adwords you can set up an Adwords account with a minimum bid of 5 cents, but if you try to set up bids for 5 cents, you’ll get a message saying the bid is too low. If you are in a competitive market your bid amount per keyword will be anywhere from $2 to $20 maybe even higher. With DirectCPV you can actually start the bid as low as 1 cent, which means that you’ll get more users for a less price.

If you are running an affiliate cost per lead offer that pays you $4 per lead, in order to break even with a 5 cent CPC Google ads you will have to convert 1 user every 80 users to break even, with a DirectCPV campaign you’ll have to convert 1 user for every 400 users. With DirectCPV your chances of conversion are higher since the bid is much lower.

3 ) Target your audience:
- With DirectCPV you can effectively target your audience based on specific keywords, URL, countries and channels. The told provided by DirectCPV will help understand your market and audience much better.

4 ) Great support and control:
- You have complete control over your ad campaign, but if you have any problems with set up DirectCPV has expert account managers who will help set up your creative elements, help you target your ad effectively and also help you in the bidding strategy.

If you are a publisher you can sign up for with DirectCPV and participate in their network. Once you register as a publisher you have access to their database and use the files to showcase their ads on your site.

DirectCPV will share 50% of the revenue earned via your site or blog, this can also increase to 65% depending on the traffic that you send, if you have good traffic I recommend you negotiate with them on the share. Minimum payouts is $100.

Although DirectCPV is a new company it’s a great alternative to PPC, considering that the CPV starts at a low of 1 cent you should give it a shot. You also get a $25 coupon when you sign up.

Check the below video to see how DirectCPV works

Check out DirectCPV

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DirectCPV: A great alternative to Pay Per Click model

New keyword targeting Adwords feature for advertsiers in Canada & UK

ZK — Fri, 14 May 2010 10:21:08 +0000

Google is beta testing a new keyword feature for adwords called “Broad Match Modifier”, its an adwords targeting feature that lets you create keywords that have greater reach than phrase match and more control than broad match. If you are frequent user of exact and phrase match keywords , adding the broad match feature in your adwords campaign will give you more clicks and better conversions at an attractive ROI.

To add the broad match modifier all you need to do is put a plus symbol (+) in front of one or more broad match keywords in your campaign. Each word preceded by a + will appear in the users search exactly or as a close variant. The benefit of using the broad match modifier is that it includes misspellings, singular / plural forms, abbreviations, acronyms and stemming like “roof” and “roofing”

In the below example you can see the box for modified broad searches that has a plus symbol in front of formal and shoes ( + formal and + shoes ) has more searches than the phrase match searches for the same keyword but few matches for broad match.

However you ll have to test it for a few campaigns and see study the impact on clicks and conversion for keywords, my worry here is that your ads may appear for searches that may not be very precise to your product or service that you are selling.

For example if you are selling a wordpress theme, your ad may appear for keywords like wordpress theme plugins which may not be laser targeted relevant to the wordpress theme that you are selling.

I’ve started testing this for my adwords campaigns, if you are in UK or Canada you can login to your adwords account and modify your keywords. While you are testing I suggest you keep your present broad match keywords active and add new modified broad match keywords, adjust bids to achieve your target and observe changes. If you have started using this feature let us know your views on it.

You can also visit the Adwords help center for more suggestions on usage and answers

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New keyword targeting Adwords feature for advertsiers in Canada & UK

4 Tips For Writing Effective Adwords Ads

ZK — Thu, 06 May 2010 09:28:07 +0000

While we are still working on design and development changes for the blog, here is a guest post by Andreas Horch.

The search for information fuels the drive as to why people go online. Marketers must take note that the quantity of the people present in a virtual world like the internet is equivalent to a formidable market for their services or products. But the big question is how will a marketer get these people to pay attention to what they can offer? The answer lies in Google Adwords. Read on and discover helpful advertising tips that you can use for your site.

Write Convincing Ads

In creating advertisements for your site, remember the Google Adwords is merely the avenue by which you can release your ads. The content is what matters the most. For this, make sure that your ads are able to convert your readers. This is possible by creating attention-grabbing ads that have a “hook” factor. Hook your audience so that they would be enticed to immediately click on your ad and learn more about it. Also, remember that the internet is not television—while repeating commercials on TV works for name retention, the case is different when it comes to the internet. Repeating ads online will look unprofessional.

Zero on Your Target Market

Make sure that your ads reach and capture the attention of its intended market by making sure that it reflects their lifestyle and psychographics. If you are targeting people who are over 50 for your product or service, it would not be a good idea to use slang. But if you are appealing to the younger market, perhaps it is good to use a few popular sayings among their age. Make sure that the language and the look of your ad reflects the vernacular and imagery of your target.

Keywords are Important

Keep in mind the important words that would lead to your business. Which search words and phrases will be used? Choose the most popular and important keywords so you will not have to squeeze a large amount of text in your ad. Too many words could make it look desperate and unprofessional.

Provide Truthful Information

When people say “honesty is the best policy”, they are not lying. Using fraudulent advertisements could tear down the reputation and reliability of your site once it is discovered. Once your reputation is leveling on low, the natural tendency of the internet audience is to direct their traffic into other sites which are most likely your competitors. To avoid this, keep all of the information in your ads truthful. If you are not sure of them, go out of your way to check their factuality. This is a small gesture but it leads to a big boost in the reliability of your site.

Writing ads is both a form of art and science. It is a skillful combination of creative copywriting and the systematic study of your target audience and its corresponding strategy. This balance in creating Google AdWords is essential in leading your site to success.

About the author: Andreas Horch is a professional engine marketing consultant with over 10 years experience in the internet marketing industry and CEO Linknami.com, which offers link building and blog marketing tools for individuals and small businesses. Contact us if you wish to guest post on this blog.

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4 Tips For Writing Effective Adwords Ads