Brand Your Business With Promotional Banner Ads

Online brand marketingThe best promotional banner ads market an online business with a mix of branding and response.

Promoting an online business is not entirely about pay per click advertising, which in the case of the search engines emphasize text ads. Graphical banner ads can build awareness and memory of a site name and bring customers back again.

Again, all advertising is a combination of branding and response. A TV commercial brands a car model, and the hoped-for response is a customer who goes to the dealership (a lead) and buys the car (a conversion).

But what about online branding and response? Continue reading “Brand Your Business With Promotional Banner Ads”

Pay Per Click Shows True Value With Return Visits

Pay per click campaignsPay per click campaigns show initial value when people who click on ads visit a site, but they show even more value if the visitors return.

It is important to understand that some sites have short-term loyalty with visitors while others have long-term loyalty.

For example, a travel site about the Caribbean has value for a matter of weeks or at most a few months. Visitors may visit the site before a vacation to get more information about their trip. Continue reading “Pay Per Click Shows True Value With Return Visits”

AdWords Conversion Rate Improves with 6 Steps

The Google AdWords conversion rate is a critical measure in showing how efficiently a Web site promotes itself with pay-per-click campaigns.

AdWords conversion rateThe Google AdWords conversion rate is a critical measure in showing how efficiently a Web site promotes itself with pay-per-click campaigns.

Conversion rate measures the amount of business from website visitors. If a site uses AdWords to deliver 100,000 impressions in search engine results, and 2 percent of those impressions resulted in a click, the site would have 2,000 visitors from AdWords. This is the click rate, which is the first step in tracking performance in AdWords. Continue reading “AdWords Conversion Rate Improves with 6 Steps”

Track ROI for Pay Per Click with 2 Simple Metrics

Pay per click marketing requires a return on investment like any other promotional channel. But what is the right ROI?

Pay per click marketing requires a return on investment like any other promotional channel. But what is the right ROI?

A report from The Nielsen Company indicates that online advertising has the highest ROI of any medium. To cut to the chase, it says that the short term ROI on all channels is 109 percent and for online it is 218 percent.

Although some may argue that the online number is questionable, there is no question that online marketing is more cost efficient. It doesn’t require a broadcast TV station, a newspaper circulation department, cable TV fiberoptics or a printing plant to produce a magazine.

In other words, it comes with an immediate cost efficiency that gives the marketer room to experience, fail, try again and succeed at an online campaign without bankrupting the budget.

Let’s define our terms and explore “return on investment” and “return on advertising spend”. Continue reading “Track ROI for Pay Per Click with 2 Simple Metrics”

AdWords Campaign Management Needs Constant Care

Google AdWords management is a practice that requires regular time and attention to generate the highest click-through and conversion rates.

Google-adwordsGoogle AdWords campaign management is a practice that requires regular time and attention to generate the highest click-through and conversion rates.

Even better, the discipline of tracking results and improving a campaign’s effectiveness and efficiency will often lower the cost per click. Higher conversion rates with lower costs result in a much better return on investment for the advertiser.

Consider it Google’s reward for using less of its inventory for your campaign and leaving more for someone else to spend money with Google.

Best practices start with dedicating time to campaigns at least weekly. Several times a week if not daily are even better. Why? Campaign results vary based on:

  • The time of year.
  • The competition from other advertisers for the same keywords.
  • The resulting cost of those keywords.
  • The resulting average position of the ads.
  • Thise leads to the resulting click-through and conversion rates.

Continue reading “AdWords Campaign Management Needs Constant Care”

Adwords Management Tip: Mapping Keywords, Ads and Landing Pages

One of the simplest ways of managing a Google AdWords campaign is creating a spreadsheet that maps the three most important elements of the campaign.

AdWords keyword mappingKeyword mapping is one of the simplest ways of managing a Google AdWords campaign and is an essential part for any beginner in online advertising..

Mapping starts with creating a spreadsheet that links the three most important elements of the campaign.

Those three elements are the keywords being sponsored, the ads that target those keywords and the landing pages that are linked within the ads.

The reason why this is so important is because you can tell at a glance if the keyword being sponsored is represented by the ad and the landing page.

If it does show up in the ad and landing page, it is much more likely to result in a click on the ad and less likely to result in a bounce when the visitor reaches the landing page.

(The bounce rate is defined as a visitor who comes to one page on the site and leave again, probably because the landing page isn’t relevant or doesn’t have prominent links that invite the next click.) Continue reading “Adwords Management Tip: Mapping Keywords, Ads and Landing Pages”

Creating an AdWords Strategy for Beginners

A Google AdWords strategy begins with defining a few simple goals. Knowing these goals will help with the expectations and results of a campaign.

A Google AdWords strategy begins with defining a few simple goals. Knowing these goals will help with the expectations and results of a campaign.

Possible goals include:

  1. Using the monthly promotional budget efficiently.
  2. Growing the product — whether the campaign targets the entire site or part of it.
  3. Using the best keywords that represent that target.
  4. Limiting the cost of those keywords, determined by the AdWords Keyword Tool.
  5. Delivering a nearly exact total for the resulting traffic, which is the monthly budget divided by the average cost per click.
  6. A meaningful return on investment, i.e., profit, increases in audience, etc.

Continue reading “Creating an AdWords Strategy for Beginners”