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Pay Per Click Marketing

Acquisio Search : The Pay Per Click Software Tool

by ZK on July 2, 2009

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As a blogger for SEO and PPC related posts one of my responsibilities is to keep updated on the latest technology in the search engine and pay per click software tools and products market.

At the recent SES ( Search Engine Strategies ) Seminar in Toronto, Canada I came across an amazing pay per click software product that would interest interactive agencies and PPC consultants who work on a number of PPC client campaigns across search engines.

Aquisio Search is one of the world’s leading developer of pay per click software tools for agencies and ppc consultants. The company has been consulting clients in the SEO and SEM business since early 2003. They recently launched an integrated pay per click software tool branded as Acquisio Search.

Acquiso Search’s main target is small and medium sized interactive agencies and consultants looking to integrate their clients’ campaigns across search engines into one convenient dashboard for easy of use and efficiency.

Some of the highlights and features of Acquisio Search are :

- Profession reporting structure :
All reports and templates in Acquisio Search are sleek and very impressive in structure and format. Once you create a reporting format all you need to do is change the dates for the next month and the latest data will automatically be replaced in the designed template. The is a great feature and save time in creating a new template structure for your clients each month.

- Multi Search Engine Capability :
This is the best feature of the pay per click software, it works easily across search engines to integrate data. You can work efficiently across all pay per click search engines Google Adwords, Yahoo Search Marketing, MSN Adwords and other PPC engines. With this feature you never have to login to Google Adwords, Yahoo Search Marketing or Adcentre again.

- Campaign Optimizer :
The campaign optimizer feature is designed to help you optimize the campaign that you want. It has the ability to minimize and maximize your campaign metrics and then choose the maintenance levels of the remaining variables, this gives you the opportunity to predict effects of your changes. The campaign optimizer also works well for a CPA campaign.

The above are just some of the features I found interesting in the pay per click software program. If you are a PPC consultant or work for an Interactive firm I suggest you check out this pay per click software .

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SEM Marketing with SEMRush

by ZK on June 9, 2009

I recently came across a sweet tool called SEM Rush, while I was surfing for PPC marketing and keyword related tools. I do a lot of PPC marketing campaigns and I was looking for some utilities that could help me discover which keywords my competitors were using for their PPC campaigns and their keyword bids . And no this is not illegitmate business, there are legit tools that will help you figure the keywords your competitors are using, their PPC ads and the cost per click that they pay for each keyword.

Sounds cool eh, all you need to do is replicated your ad campaigns based on the keywords and bids your competitor bids on. SEM Rush allows you to type your competitor’s url and related keywords and it ll find the keywords they are purchasing on Adwords.

SEM Rush has a keyword crawler and a large database of popular keywords (30 million), when you query your keyword or a domain search it crawls the keyword list for all the related keywords purchase and gives you detailed information on
- Organic keywords
- Competitors in Organic search
- Potential ad / traffic buyers
- Google Adwords ( Keywords )
- Competitors in Adwords
- Potential ad/ traffic sellers

I’ve taken a screen shot below using two competitors Expedia.com and Orbitz.com, you can check out the organic and PPC results that SEM Rush shows for search engine traffic price and adwords traffic price.

If you are a PPC marketer, this is a must tool for your campaigns, its a smart investment that saves you time and money for your bids.

The service claims to update its data once a month, the price starts at $19.95 pm for Light (organic keywords) and Pro ( Organic + Adwords) for $49.95 . I’ve taken up the Pro version as it give me benefits of organic search as well as paid searches ( Adwords). I would advise you to test the tool and buy the relevant license based on your need. You can also test SEM Rush with their FREE limited one month trial and later on upgrade to the license version.

Check out SEM Rush

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Fixing Low Conversion rates for your Pay Per Click campaigns

by ZK on January 25, 2009

pay-per-click-ppc-marketing

One of the common issues facing every PPC ( Pay Per Click ) marketer is low conversion rates. Working to improve your conversion rate should be on every Pay Per Click marketers agenda. Higher conversion rates will boost your PPC ( Pay Per Click ) efforts and add revenues to the bottom line. If your competing in a very competitive niche where your cost per click is high poor landing page will hurt your PPC ( Pay Per Click ) efforts and dry up your budgets very fast .

Here are some quick fixes that will help you increase your conversion rates.

- Tighten ad groups:
Bucket you keywords into different themed ad groups, the relevancy of your ad groups and keywords will help you get a quality score and improve your over all campaign ROI. This activity will also ensure that your ad texts are extremely relevant and highly targeted.

If you have a campaign for selling iPods, bucket your ad groups into Ipod Nano, Ipod Shuffle, Ipod Touch or similar theme related ad groups.

- Keyword Research :
Keep doing your keyword research and be as specific as possible. If you re selling Canon cameras, don’t rely on ” Camera” to increase your conversion rate. Be very specific in your PPC approach, you should dig into the “long tail” of keywords and feature keywords that are relevant to your product. For example you should test ads using camera model numbers as keywords “Cannon SD 1100″ or “Canon SD 750″

Being very specific for your keywords will help you reduce your cost on generic keywords which will have high bids as a results of high search and high competitions.

- Have a separate landing page URL :
Ensure that you have a separate landing page URL that is specific to your product or campaign. ie. if you are selling ipods ensure that your domain name has the keyword ipod in the url, this will increase the probability of the user clicking the ad 7 times more than a generic url.

– Write specific text ads:
Ad text that have higher clicks have the search phrase in the text and URL. Ensure that the ad text has
keywords directly relevant to your product and service. Infuse call to action, special pricing, and company
benefits in your text ad.

Inserting prices of your products will ensure that you get clicks from users who are willing to pay for your product. The key here is to test a variation of ads that convert, you won’t be able to add all the elements in one ad.

- Ensure accuracy of landing pages:
Sending traffic to the appropriate landing page is a true test of conversion, landing page experiments have
shown that sending traffic to a product or a service specific landing page will generate better conversions
than a company specific landing page or a generic homepage.

The above are quick fixes to low conversion pages, we ll be discussion other PPC ( Pay Per Click ) issues like how to increase low quality score, how to increase high click thro rate and low ad positions in the coming days.

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Tips for Optimising Google Adsense

by ZK on November 9, 2008

Google has kicked of a series of videos for optimising Adsense . This seems to be an effort to help publishers to get most out of their adsense, while this should have happened much earlier when Google dominated the publishers’ site monthly income. They seem to have realised that publishers are making a better income of their sites without Google adsense, I don’t have Google adsense on my blog, but I make a decent income from adsense on my other websites.

The better publishers make out from the program, the better the program will continue to perform and better the ROI for Google.

This is one of the first videos of the series and it looks at ad sizes, and Google recommends them big. They suggest the following sizes.

- 300 x 250 medium rectangle.
- 728 x 90 leaderboard
- 160 x 600 skyscraper

As per Google Adsense team , these sizes have proven to deliver better results for both publishers and advertisers. Advertisers favour these formats, and if you ve receiving all ad types, you ll find that advertisers will specifically target yuoir sites more often. If you position your ad units well, users will be more likely to see these ad formats and find the ad that they are interested in.

If you have downloaded Joel Comm’s Adsense Secrets , you ll be in a better position to capitalize adsense revenues and be a few years ahead in the adsense game. Ad placement is an art rather than a science, if there were a way to just insert ads for maximum clicks, everybody would be doing it, but there isn’t. It take creativity and experimentation to make money from adsense.

I can see why Google would recommend the larger sizes, because they will be more likely to catch the eys, but if they ar eplaced poorly within the sites design, I doubt if the sizes will make much of a difference. It certainly wont make a difference in your adsense revenues.

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7 Effective PPC Ad Copy Tips to Boost Conversions

by ZK on September 18, 2008

Writing effective PPC campaigns can be very impactful for higher click thro rates , which could result in higher conversions.

90 % of the ads on PPC dont have the copy effectiveness to get higher click thro rates thus affecting conversions.

Below are several pointers that will help you make your PPC ads more effective

1. Write Specific Ads for Specific Keywords

The ad copy should be specific to the query that the user has keyed into the search engine. I get high click thro rates when my title ad copy and the ad text contain the keyed term. Your visitors are more likely to convert to a sale, or sign up or any other conversion when they see queries they ve keyed into the search engine in your actual ad copy For example, for a term like “Napster music” an effective ad would look something like this:

Get Napster Music
Download Napster music , no download fee,
easy access
www.Napster.com

If you notice the word “Napster music” which was keyed in by the user appears in the ad on the title , copy and the url link. Try to avoid broader ads, as they are unfocused and generally tend to lead to fewer or no clicks and no conversions. Here’s an example of an ineffective broad ad:

Napster
Get Napster Music
Download Napster music , no download fee,
easy access
www.Napster.com

2. Cater Ad Copy to Different Buyer Needs

Different factors trigger different buyers, Price sensitivity works wel if its highlighted in your ads. It will help reduce untargetted or ineffective clicks from users. Try different ads for different buyer needs.

Example :
Get Napster Downloads
Download Napster music at $3 a month,
no per download fee, Easy access.
www.Napster.com

3. Use appropriate tone of voice based on your industry category and target audience

For example, if you’re selling ladies purses, the tone of voice can be lighter and fun than if you’re trying to sell insurance to business executives. Take a look at the following examples:

Designer Ladies Leather purses’
Leather purses’ Amazing styles , great colours,
Choose your designer purse . Order today!
www.designerpurse/leather

Get Marine Insurance
Secure your assets, easy claim process
Get more info today.
www.marineinsurers.com

4. Analyze Paid Search Results

PPC will burn your money if you dont analyse it daily. The key to a successful PPC campaign is to analyse the data and make changes accordingly. Lower and increasing bids based on data will impact your ROI (Return On Investment). Take a look at the following two ad examples from a company selling Music downloads online .

Note: The data in the two examples is identical except for CPC (Cost Per Click), CTR and ROI figures.

Ad A had a lower CTR resulting in a higher cost per click and a lower ROI. In the example, ad B is the clear winner with a higher CTR resulting in a lower CPC and ultimately a higher ROI (ad B converted 50% better than ad A).

Ad A
Clicks: 1000
CTR: 1.5
CPC: 0.75
Total cost: $750
Conversion rate: 5%
CPA (Cost Per Acquisition): $15

Ad B
Clicks: 1000
CTR: 3.5
CPC: 0.50
Total cost: $500
Conversion rate: 5%
CPA: $10

5. Carry Over Ad Copy Keywords to Landing Pages

Separate Landing pages are key to higher conversions. The keyword and text continuity between the search query and the ad copy and the text on the landing page helps the searcher feel that he or she has reached the right place based on his need ( the search keyword keyed in the search engine )

When ad copy and landing pages are related, conversion figures tend to be higher than when there is no such relationship. Design specific landing pages for specific keywords that you wish to target with your PPC ads.

6. Keep Testing Ad Copy

The key to successful PPC is to keep testing your ads and landing pages. pages I can’t emphasize enough how important it is to test. I like using A/B testing to get a feel for ad tone and overall impact of the landing page. I like to test at least 3 to 4 ads at a time per ad group. If you feel you’ve done enough A/B testing, look into multivariate testing. A cool gratis tool to use to multivariate test ad copy is http://www.adcomparator.com. With the tool, you can designate if you want to test 3, 5 or 7 ad elements. Try testing the following ad variables in your ad copy:

Ad headlines
Different offers
Different USPs (Unique Selling Propositions)
“Buy” words like try, get, etc.
Never stop testing PPC ad copy! I’ve seen tremendous growth in PPC accounts (over years) with continuous and consistent testing.

7. Create killer ad copy

Spend time to create killer PPC ad copy , this will go a long way to ensure better conversions for your ads. Check the ad copy that competitors are using. Identify a clear USP or benifit that ou have for your product and ensure that your Ad copy clearly outlines the benefits.
Try to keep your ads short with a clear and focused proposition.

Perry Marshall’s Free 5 day mini course on effective PPC marketing, with Google Adwords will help you be profitable in the PPC game.

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