How to develop more effective and less expensive pay-per click campaigns.
Good search engine marketing tips won’t guarantee high rankings on result pages. They should guarantee that what you pay is what you get.
SEM is the art of spending money on search engines to promote your site. (more…)
Pay 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. (more…)
The 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. (more…)
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. (more…)
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…)