Google 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. (more…)
A site’s pay per click budget should be the second most important marketing priority after search engine optimization in part because it is the second biggest opportunity to gain audience.
Search engine traffic usually is and should be the largest source of audience for a site. It makes perfect sense to spend the largest amount of marketing time on search engine optimization to make sure those numbers are strong and keep growing.
Many sites don’t spend any money on pay per click marketing. They miss an opportunity to gain additional audience from niches that SEO doesn’t deliver. Others spend too much on their PPC budget.
What is the right amount? (more…)
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.) (more…)
It can be inexpensive because there is no minimum monthly charge.
It is efficient because the advertiser pays only for the click and not the impressions.
It is educational because it will teach the active user a great deal about how people use the Internet to search. It focuses their efforts on relevancy. (more…)
Google AdWords is a worthwhile cost if it provides a good return on investment. Otherwise, why waste the money?
The most important measures of an ROI for AdWords are revenue and profit. The revenue measure is misleading. The profit measure matters much more.
The revenue may be in the form of advertising impressions if the ads are sold on a cost per thousand basis, cost per click if a network such as AdSense is used, conversions with an affiliate marketing program, e-commerce transaction, etc. (more…)
But sites often don’t make big profits that way because they underestimate the amount of labor involved on top of the actual ad costs.
And then there is the issue of return on investment.
What happens when a visitor reaches the site? Do they generate enough sales to make the campaign worthwhile?
Even higher profits are found via search engine optimization — if the site manager limits the amount of time required to build and maintain SEO — because that audience doesn’t cost a dime.
Again, it’s only the labor that costs with SEO. (more…)
Heck, I didn’t used to know the answer myself. But I do now, and it reveals quite a bit about how and where ads perform best on a site.
It is stating the obvious — but it needs to be stated anyway — that the click-through rate is the ultimate quantifiable response measurement for a banner ad.
It is stating the well-known that click-through rates continue a downward trend because of ad blindness and the overwhelming volume of ads on an overwhelming volume of Web sites. (more…)