PPC: Lead Generation on Demand

Posted by Chuck Bankoff On May - 3 - 2013


Enable contextual and measurable multi-device marketing

  • Are you struggling to make your presence felt online?
  • Do the deeper pockets of your larger competitors keep you up at night? 
  • If potential customers are using multiple devices to search for information, how will you drive them to your landing page?
  • Should you invest more in organic marketing or incorporate a paid advertising program in your overall digital strategy?

If questions like the above are on your mind, pay per click (PPC) advertising offers a solution so you can compete with the bigger players in your industry. It gives smaller local players a level playing field by allowing healthy competition for the more generic keywords.

Google is following the trend where more users now search for information using multiple devices such as tablets, desktops, and smartphone, and other search contexts, i.e. time of day and the device used. The search giant’s recent update to its advertising product, Google AdWords offers to reduce some of the complexities involved in managing multiple ad campaigns.

 

Google AdWords – Enhanced Campaigns

Termed Enhanced Campaigns, these new features hold promise that the life of the digital marketer is going to get much easier. Separate campaigns for each digital device will soon be a thing of the past. We can now integrate campaigns across all devices based on parameters such as a prospects’ location, time of day, when a query is run, and type of device used. The ability to run contextual, multi-device marketing campaigns that can be measured to a granular level can add significant value to paid ad campaigns.

Key benefits include:

  • Ability to integrate and run a single campaign across multiple devices 
  • Create targeted ads based on device used and location of search
  • Measure the impact of various ads across devices

For businesses this is great news since paid campaigns will become much more flexible, easy to launch, less time consuming, and best of all, cost-effective.

PPC: How does it help Deliver Qualified Prospects?

Most of us have been front row witnesses to the evolution and development of the PPC model, and especially Google’s AdWords tool. It has definitely changed the way we view display advertising. Having to pay only when someone clicks our ad gives you some assurance that you are meeting the core objective of driving qualified traffic to your website.  PPC helps you:

√ Generate quality leads quickly: Ads are delivered only to web surfers searching for information related to your keywords. This is good indication that the visitors are more likely to be interested in what you have to offer.

√ Ensure real-time impact: You no longer need to wait several days or even weeks to understand the impact of a campaign. With PPC, you can roll out a campaign within hours and watch the results rolling in almost immediately. If required, you can even pause the campaign or experiment with a different creative format based on reports generated.

√ Location-based targeting: Local businesses can automate the delivery of ads based on search location and time of day. This enables quicker lead conversion as the target audience is in close proximity to your business location.

√ Quantitative measurement of campaign effectiveness: One of the biggest advantages is measurability.

PPC offers insight into:

  • Conversion Rate (CR): Calculate the number of leads that took action after clicking your ad—made a purchase, registered on your site, filled a form, etc.
  • Click-Through Rate (CTR): Measure the relevance and impact of ad campaigns. A low CTR means you need to improve the quality of keywords and/or the creative.
  • Quality Score: This is the sum of relevant keywords, CTR, quality of your pages used by Google to measure ad rankings, and effectiveness of PPC. A good quality score indicates highly optimized use of ads, keywords, or campaigns.
  • Negative Spend: This indicates that your ad is appearing in searches that are not relevant to your business. You need to identify a set of negative keywords to avoid appearing in irrelevant listings.

 

Integrate With Other Tactics

Merely investing in a PPC campaign will not help. You need to make it an integral part of your overall campaign and ensure consistency in messaging and positioning across both paid and organic channels. Consider the following factors: 

  1. SEO Strategy: Don’t run your PPC campaign isolated from other tactics like Search Engine Optimization (SEO). Consistency in the message you deliver through the ads and your organic search results landing page will have a measurable impact on your overall strategy.
  2. Competitive Search and Visibility: PPC campaigns help capture keywords that actually aid conversion. You need to invest in extensive and ongoing research to identify keywords that will increase your visibility.
  3. Data Analytics: Compare data gathered from both your organic and PPC campaigns to understand your buyers’ behaviour and optimize campaign effectiveness.
  4. Targeted advertising: Link your landing page directly to your ad. Ensure that the call to action is visible on the first click.
  5. Digital Marketing Budget: Determine the maximum cost you are ready to incur per lead since it plays a key role in determining your advertising cost. You can either pay a flat rate for each click or opt for a bid-based program.

Kreative Webworks Inc. Orange County CA Internet Marketing
Kreative Webworks
is a full service Digital Marketing Agency serving Orange County California since 1999.

 

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How Does Google's "Quality Score" affect my PPC Performance?

Posted by Chuck Bankoff On November - 9 - 2010

So you think that if you bid more for a certain keyword than your competitor you will show up higher in the paid search results? Makes sense, but It’s not that simple.

Let’s start off with the premise that the lower your quality score, the more likely you are to pay for a click and the lower your relative positioning on the search results page.

The Google Quality Score is determined by a variety of different factors but I want to focus on only one for now: Click-through-rate (CTR). That is the percentage of the times that your ad has the potential for being seen on the search results, verses the actual times it is clicked on.

Note that I said the “Potential”. That means if you bid too low and are on page 3 of the search results, technically your ad has the “potential” of being viewed… but it is unlikely it will ever be seen or clicked on. Your quality score is updated often. In fact every time your key word has the potential for being viewed that fact is recorded and your score is ultimately recalculated.

Why does Google do this? They tell us it is their way to help serve up the most relevant results. Since CTR is only one factor in the Quality Score that affects user experience, I’m certain this is valid. However I believe there is also an economic component to this.

Let’s do the math:

Suppose your competitor is paying $2.00 per click for a certain keyword, and on average they get about 100 clicks each day. Google would make $200 per day.

Suppose you are also willing to pay $2.00 per click for that same keyword, but you only average 50 clicks per day. You only made Google $100, whereas your competitor makes them $200. Google likes them better…

Suppose that you are willing to pay more per click to show up above them in the search results, but you still only get 50 clicks per day. How much more do you have to raise your bid before the economics work out in Google’s favor?

What are some of the factors that affect CTR?

  1. Positioning on the search results: Generally the higher you show up in the search results, the more clicks you will get. That does NOT necessarily mean that you are getting a better ROI.
  2. Relevance of the ad to the keyword being searched on: If you are using an “all purpose” ad for a bunch of seemingly unrelated keywords, less people will click on your ad because it doesn’t appear to meet their search requirements.
  3. Quality of the ad: The more intriguing the ad, the better chance you will spark the searcher’s interest and earn a visit.
  4. Brand recognition: If your brand is more recognizable, you stand a better chance of getting that click.

Remember, every time that you search on your keyword to see where you rank and you don’t click on your own ad, your quality score just suffered a little bit. I’m not suggesting that you actually click on the ad yourself (you don’t get a discount from Google because it’s your ad). I am suggesting that you trust your reporting metrics, or enlist a PPC management professional to monitor performance and make adjustments accordingly.

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PPC & SEO: Two Strategies That Work Together

Posted by Chuck Bankoff On July - 29 - 2010

Pay-Per-Click (PPC) search marketing and search engine optimization (SEO) are two different strategies for achieving the same result: driving targeted traffic to your website. There is a common misconception that these strategies are independent of each other, often resulting in a search engine marketer relying completely on one method at the expense of the other. Each method has its advantages and disadvantages. PPC drives faster results in terms of pure traffic because you have a tremendous amount of control over everything from the placement to exactly how the search result will appear to the searcher.

The disadvantage of PPC lies in its reliance in one specific factor… your advertising budget. The less money you spend… the less traffic you get. SEO on the other hand is the most cost-effective, long-term solution because after the initial optimization (and some on going maintenance) your site could benefit from free traffic for an extended period of time. The challenge wit h SEO is that it requires a huge amount of initial research, diagnostics and optimizations to be successful. Even then SEO results are unpredictable because search engines are constantly updating their algorithms, and your competitors may be launching similar efforts to pursue those coveted top spots on the search results pages.

The contrasting differences between SEO and PPC can be leveraged into a comprehensive online marketing campaign. In fact, we often use PPC to monitor the results to help us with our keyword research to prepare our SEO program. With the help of a professional who knows how to leverage both strategies you should be able to drive long-term, cost effective SEO traffic and immediate, targeted paid traffic.

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