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I often hear from companies that they don’t know how much money they should put into their Google Adwords account. But let me show you how you will get your perfect PPC budget. Step by step.

PaidSearchWhen you hear experts preach the gospel of local SEO, they’re often praising a mixture of on-page and off-page tactics that result in natural rankings. The organic approach always makes a fine option for the simple that it’s cheap (often free) and works incredibly well. With that said, local businesses should not dismiss the value of going the premium route. That’s right. I’m talking about PPC advertising.

If you’ve got the budget and could use the added visibility, paid search is a viable option to consider. Below I have outlined seven ways it can help your local business.

 

1. Deliver Instant Results

Despite what an aggressive SEO agency might tell you, search engine optimization is not a game of overnight success. The blogs and websites that consistently rank high in Google for multiple keywords — many of them are riding on years of hard work that finally paid off. PPC campaigns are generally easy to set up and deliver fast results. It is possible to see a huge traffic surge mere hours after deploying your campaign.

 

2. Increase Visibility

Local search grows more competitive by the day, which makes gaining a top spot in the SERPs an increasingly difficult chore. Even with all your hard work in creating solid content, building links, and convincing customers to leave feedback through review channels, there is no guaranteeing where your site will be positioned. Paid search can ensure that your site pops up in the results on the first page, and the better you are at it, the more visibility you create.

 

3. Boost Company Revenues

Some companies have a regular budget allocated to PPC advertising. These businesses have unlocked the secrets of using it to open another active revenue stream. Paid search is a proven way to create more exposure for new products, sales, events, and other elements that generate revenue. Behind a compelling call to action in your ad, an optimized landing page can be key in driving those prosperous conversions.

 

4. Align with Existing SEO Efforts

One of the most effective marketing strategies you can employ is one that involves mixing and matching different channels. Integrating your PPC campaigns with organic SEO efforts is a perfect example of this. Just think of the impact you could make if sponsored results are driving in additional traffic on top of the flow you’ve created from your long time optimization efforts.

 

5. Provide Access to Affordable Advertising

For years, local businesses have been relying on traditional advertising channels such as TV, radio, and newspaper to increase buzz and traffic. While these methods have worked for some, they are generally expensive and for others, questionable in terms of effectiveness. Paid search offers an affordable alternative to traditional advertising. In most cases, you can set your own budget and literally spend only what you’re able to afford on a day-to-day basis.

 

6. Create an Edge Over the Competition

A little competition is good, but you want to be on the favorable side more often than not. If you get behind too much, you could eventually find yourself out of business. Indulging in paid search advertising is essentially another way to distance your business from its competitors. It might not be a huge edge, but every visitor, subscriber, and customer that the campaign sends your way contributes to an edge you didn’t have over the competition before.

 

7. Support Local Initiatives                  

Search advertising platforms have advanced in ways that make them far more useful to digital marketers. A prime example of this can be seen in their rich targeting capabilities. Google AdWords, for instance, allows you to customize your PPC campaigns to specifically target search users in your area. This particular platform offers tools that let you craft your ads based on local criteria such as city, state, or ZIP code, ensuring that you target the right audience.

 

Keeping an Open and Opportunistic Mind

Most local businesses are small to medium-sized companies with very little extra cash to spare. However, marketing is one expense that can be considered a necessity. If you want decent to good returns, you have to make investments that give you something back. So if you’re writing off paid search, this is the part where I go: “Not so fast!”. Combined with what you’re doing currently, it can be highly effective at helping maximize your visibility and make the most of your overall efforts.

What do you guys think about integrating PPC into local marketing strategies? Is it worth the investment? Let us know below.

 

 Chiko Noguchi is a best practices activist and advocate for a leading provider of email marketing services.

 

LongtailKeywordsGoogle Analytics is perhaps one of the most ideal assessment tools for startups, who wish to make it big in the online marketing realm and appear as a challenging competitor to its rivals.

The records, metrics and the array of valuable information the analytics provide can truly improve the performance of a website.

Apart from the information on the number of page views, traffic, and others, Google Analytics also provides precious information on the Keywords, which when tracked and implemented efficiently can bring about beneficial results.

So before we proceed further, let’s just see briefly about keywords, and what they mean in SEO.

 

A Quick Introduction to Keywords

In SEO, keywords are of two types – Longtail & Head Terms.

 

Head Terms

These are non-specific keywords, which the users type in to get generic results. For instance, a user looking for a laptop will reach in his search engine by directly keying in the term ‘laptop’. This is more open and throws in a number of options to the users.

 

Longtail

Longtail keywords are search terms that contain a tiny phrase of about 3 to 5 words.

These are specific in nature and help the users to refine their search results and get closer to what they are looking for.

In the same example as above, a user who is specific about his requirements will type ‘Laptops below $500’ in his search engine. The phrase ‘Laptops below $500’ is termed as longtail keywords.

 

Perks of using longtail keywords

  • ü  They are less competitive, since they are specific
  • ü  They constitute about 70% of the web traffic
  • ü  They produce higher conversion rates, because the user knows what he wants

Now that we know the importance of longtail keywords for our website and content, it’s time to capitalize on them and reap the benefits. So, let’s get started.

 

Using Google Analytics to Find Longtail Keywords

I. Login to Google Analytics and set the timeline to about 3 months, for a detailed information

II. Reach the ‘Content’ tab , present on the left portion of the page, beneath the dashboard

III. Now select the ‘Top content’ tab. This will display the pages in descending order, or in simple words, based on the number of times they are viewed

IV. Select the page for which you wish to analyze and determine the keywords

V. Notice the option ‘Entrance Keywords’ on the bottom right corner of the page and click on it. This option will display all the keywords that were used by the searchers to reach that particular page you’ve chosen

VI. Now explore through the keyword list and gauge if you have used them already in your articles or web content. If used, ignore them and proceed to the next. In case if you haven’t select a few keywords, which you think have a potential, and set them aside

VII. Now, zero-in from the hand-picked keywords, after carefully analyzing the following factors

a) Choose only the keywords that are relative to your website and/or niche

b) Also factor in the number of page views the keyword managed to convert

c)  Take into consideration, the duration spent on that particular page. This indirectly signifies the relevancy of the keyword and assists you in coming into a conclusion. The longer the duration spent on the page, the relevant the keyword and the information was and vice versa. However, there is a restriction that the amount of time spent may also be due to the length of the article. So, consider even this and zero-in on your keyword

 

So, that is how we determine new longtail keywords and make the most out of Google Analytics.

Implementing this will surely bring about a commendable change in the derivation of website traffic.

So, make use of Google Analytics to the optimum, try out new longtail keywords in your articles and content and witness the traffic your website soaring high, this 2013!

 

Andrea Walters, a freelance writer for www.globalx.net – The Nation’s Lowest All-Digital Price Provider. dish tv packages

 

 

SeoCustomerHotTricksAndTips2012Q4v3I am very happy to show you this Complete SeoCustomer Guide 2012 Q4. And it’s still free for all members of SeoCustomer.

This guide contains all the post and articles from 3. Quarter 2012 about SEO, SEM, Social Media Traffic and Link Building – 159 pages.

After a while the older articles are no longer visible here on www.SeoCustomer.com but you can still get a lot of tips and tricks from the posts.

So I have collected all the articles in an eBook (PDF) – so you can get a hot cup of coffee (or tea) and sit down and read about it all.

You can get the Complete SeoCustomer Guide 2012 Q4 here free after signing up for the weekly newsletter.

As a bonus you will also get the Complete SeoCustomer Guide 2011, 2012Q1, Q2 and Q3. All together 5 ebooks now.

 

Have a great day out there.

Carpe diem, Henrik

Most of the small or medium sized businesses (SMBs) that spend money on Google Adwords don’t optimize their Google Adwords. So for all of you I have made this checklist.

When I did some research for this article I found out that over half of the Adwords users haven’t checked their account in the past month and 25 percent haven’t logged in once in over 90 days. Amazing right?

SMBs marketers are often working with much smaller budgets and they often have a lot of different tasks to perform, so maybe they don’t think they have time for Google Adwords in their daily routines.  But I will show them that it’s worth spending some few minutes every day, week and month.

They don’t check their keywords, they are not changing their ads – it’s all on autopilot. But on the other hand this is good news for the businesses which are checking their Adwords. It is much easier to beat a competitor who doesn’t check their account regularly.

You don’t have to spend hours optimizing your Google Adwords, just a few tips and tricks will do magic for your Adwords. So are you ready? Do you have coffee in your cup?

# Daily routines with Google Adwords

Every day I will log into my Google Adwords account for just 5 min. Is everything working well? You will have to check if everything looks normal.

If you normally have 100 clicks from Adwords and one morning you found that you only have 5 clicks – something is wrong, right?

This should only take 5 min.

# Weekly routines with Google Adwords

 Check your keywords

You should raise your bids on the keywords that are doing a good job. A good job means converting clicks to conversions. (You do have some goals for your Adwords right? If not – make some right now).

You should lower your bids on keywords from which you don’t get any conversions. If you don’t have too much time to spend every week on this, you might find that Adwords automated bidding will help you. Remember that you need to give your keywords some time. You can’t create a keyword on Monday and raise or lower your bid the next day. You will need some clicks to be statistic sure how great/bad it is performing.

Every week I will look at the Negative keywords list. You will find it when you click on your campaigns/keywords at the bottom.  Go through the list and exclude the word phrases which are a waste of money. This could save you a lot of money and raise your quality score.

Check your ads

You need to have at least 2 ads for every keyword. This way you can test which ads give you most clicks or conversions. You need to give the ads some time before you can tell which one is the winner.

To give you an idea about how many clicks you need to take a good here at www.SplitTester.com. Maybe you shouldn’t do this every week but only once a month – it all depends on how many clicks you are getting.

Make sure that your ads have a benefit statement and a very strong call to action. When you are sure about the statistic you should throw away the bad performing ads and replace it with a new ad. This way you will continually get higher and higher CTR and Quality Scores over time.

# Month routines with Google Adwords

Check your Quality Score

Google calculates your Quality Score every time somebody does a search that triggers your ad. Quality Score is very important to you because of several factors.

Your keywords cost per click (CPC) – higher quality scores leads to a lower CPC. Yes you actually pay less per click when your Quality Score is higher. It also affects the first page bid estimate – a higher Quality Score leads to a lower first page bid estimate. So it will be much easier for you to get your ad on the first page with a higher Quality Score. Your Quality Score also leads to a cheaper top of page bid estimate. In general your ad position will get higher with a higher Quality Score and lower with a lower Quality Score.

The reason is that Google wants to show the most relevant ad to the user looking for something special. So a higher Quality Score makes Google happy because the user is happier. So if there are a lot of businesses out there who never check their Google Adwords account, they will properly have a low Quality Score on some keywords and because you are working with your quality score you will beat them.

Google calculates your Quality Score with a large number of different factors related to your keyword – Your keyword’s past click through rate (CTR), your display URL’s past CTR, your account history, the quality of your landing page, your keyword/ad relevance, your keyword/search relevance, geographic performance, your ad’s performance on a site, your targeted devices

If your Quality Score is below 5 you should do something about it. So increase your Quality Score by mention your keywords in the title and text on the landing page and in the ad text. If you have too many keywords in an ad group you should split up the ad group to 2 separate ad groups.

If you have some keywords below the average ROI and below your average Quality Scores – theses keywords are costing you money. If you don’t work to increase your Quality Score you should delete them. I have heard the term “Band-Aid Solution”. So you have a choice – optimizing your low performing keywords or put them on pause.

Keyword Research

Your keywords are the backbone of your Google Adwords.  The Quality of your keyword research can make the difference between a successful and an unsuccessful campaign.

So you should expand your keyword research to increase your reach.  Try some other keyword match types such as modified broad, phrase and exact match. In the end you should have a keyword database that is both deep and broad and highly targeted.

Give me a comment – did I forget something?

I am sure you guys are doing this Google Adwords routine in a different way – because not one way is the ultimate way.

So I will love to hear from you – give me some tips – what are you doing daily, weekly or monthly? Did I forget something here.

Give me a comment and show me you are alive.

How to do a PPC Audit

PPC Audit smallMany companies are spending tons of money on their PPC (Pay Per Click) on Google Adwords, Yahoo, Bing or even on social media like Facebook.

So we have to give our PPC budget a review from time to time.

How effective are our campaigns? Are we getting the maximum return of our investment?

Have you identified your metrics and your key performance indicators (KPI) so you can measure the effectiveness of your PPC campaign?
Let me give you a step by step approach to do a PPC audit.

The analyze consist of 4 steps. First you have to “Analyzing Account and Campaign Structure”. Then you will have to “Analyzing Ad Group / Ad Copy”. After that you will have to do an “Analyzing Keyword and Landing Pages”. Finally you will have to “Identify quick opportunities for optimization”.

Okay are you ready? Coffee in your cup?

I will talk about Google Adwords in this article – but you can use the same kind of audit in all your PPC accounts on the Internet.

 

1 – Analyzing Account and Campaign Structure
First you will have to start looking into your existing PPC account and campaign structure. You can waste a lot of good money if your structure is wrong.

Check whether the account includes categorization for different campaigns. You can start by checking your campaign structure – start checking whether it includes a categorization of different ad groups or not properly.

When do you need to create a new campaign?

Staying organized – you might have to create a new campaign to stay organized. You could be selling shoes in one campaign and footwear in another campaign. This way you will stay organized and not just having one huge campaign folder.

Setting the drive campaign structure – this is the main reason for setting up different campaigns. You are controlling some of the structures at the campaign level. This could be the “search and display network”, “Search Network only” or “display Network only”.

You can also choose the location and language settings. If you are selling shoes in Denmark and in the USA – it will be advisable to create a campaign for each of the two countries.

You can also choose your device targeting options on the campaign level. Here you can text and image ads either to desktop and laptop computer, or to Smartphones devices with an internet browser, or to tablet devices.

So you might create a new campaign specific to a mobile campaign instead of mixing it into your normal campaign. This way you have more control over your different type of campaigns.

If all your ads are collected in one campaign if will be a good idea to start splitting into different campaigns.

Okay – ready for next step in our audit?

 

2 – Analyzing Ad Group / Ad Copy
Now it’s time to check the ad groups.

First we will check the settings. Is your campaign split into locally ad groups? Let’s say you are selling Shoes – then you might want to make an ad group for your “party shoes” and one for more “Formal shoes”.

The reason for this is that you need parameters like keywords, relevance, landing pages to be focused on party shoes. And it will be different parameters for the formal shoes.

Remember to check into your ad scheduling, the Geo location targeting and the language settings.

When you check your ad copy – remember to check whether you are using your keywords in the copy, prices, special offers, do you copy some unique selling points and do you have some strong call to action?

Depending on how many clicks you have – you should at least have 2 variations of your ad at a time. Read more here about – how you can decide which ad is the winner.

One little trick is to automatically insert the search phrase into your ad copy. You can read more about the dynamic keywords here.

That was step number 2. Take some more coffee before we start again.

 

3 – Analyzing Keywords and Landing Pages
Now it’s time to check out our keywords and landing pages. In this section we will look into how the keyword is performing, the quality score, keyword match type, bid rate and conversions.

Keywords – start to think you are the customer. If you are looking for shoes how do you want to search? If somebody is looking for shoes – the person might look for “red shoes”, “high heel shoes”, “tennis shoes”, “women shoes”, “cheap shoes”, “casual men shoes”.

Often you will get a much higher CTR for keywords phrases contain more than one word.

Remember to review your keywords periodically and remove non performing keywords which are not providing any revenue for the company.

Keyword Match Type – check out your keyword match type.

There are 5 types of keyword matching. “Broad match”, “phrase match”, “exact match”, “broad match modifier” and “negative”. The most normal thing is to use phrase match, exact match and broad match modifier as the match type.

If you have the word “men’s shoes” as a keyword and uses a broad match – they your ad will be shown if somebody is searching for “men’s” and “shoes” in any order of the search query. Your ad will also be shown for both singular and plural forms, synonyms and other relevant variation. So this way your ad will be shown for “men’s shoes”, “cheap men’s shoes”, “men’s shoe photos”,” running shoes” and more.

If you are using the phrase match – then your ad will only be shown for a keyword search query in the same order of words. It will also show your ad like if you have used exact phrase. Your main benefit is compared to broad match is that the ad will not be shown for searches like “shoes for men”, “men shoe”, “men’s sneakers” and more.

If you pick out the exact match – then your ad will only appear when a user is looking for your specific term “men’s shoes”. The user will have to search for the exact word and with the exact order. Your ad will not be shown for “cheap men’s shoes”, “men’s shoe”, “buy men’s shoes” and more.

Let’s say if you placed +men’s +shoes as a broad match modifier type then your ad will appear only when a user searches for terms like discounted men’s shoes, stylish men’s shoes and so on.

Negative keywords is a great way to get a higher CTR. When you add some negative keywords it will help not to show your ad when it’s really unwanted or irrelevant. If you are selling men’s shoes – then put “women’s” as a negative keyword. If you’re selling expensive shoes – a negative keyword could be “cheap” and more.

Next check out the landing page quality. In a PPC audit it is also important to check out the landing page of your ad. When you are doing landing page analysis – remember to look for factors that could improve your quality. Are you using an appealing tag line, do you have a strong call to action button above the fold, do you use testimonial, videos and demo of your products? Benefits in bullet points?

Get some more ideas here with 13 elements your home page must have.

 

4 – Identifying Quick Opportunities to Optimize
This is the last step in our do it yourself PPC audit.

First you will need to take a look at your quality score on each keyword.

If your quality score is 7, 8, 9 or 10 it will help you to get a higher position on Google Adwords. So you are doing a great job.
If your quality score is 5, 6 you have a medium level quality score.

If your quality score is 1, 2, 3 or 4 your keyword has a low quality score and you will need to work with it. Import your landing page or delete the keyword. A low quality score will increase your cost and lower your ad position.

You could also split the keywords into different ad groups, with a more specific ad copy relevant to the keyword with lower quality score. Try also to change the title and the Meta description of the landing page and the content of the landing page. This will all help you to increase the quality score of the low ranking quality score keywords.

Check out the conversion rate of your website. Whatever your goal is – email subscribe, purchase, Sign-up – you will have to check it out.

What is your cost per lead? What is your cost per conversion?

And how much money is a conversion worth for you and your company?

Get more ideas how to optimize your conversion rate here.

 

PPC Audit

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Well time for me to do an audit now.

Have a great day out there – take care.

Henrik

 

 

TheGoodTheBad“The average tyrannies“ have you ever heard of that?

Let say that we have 5 men who all are 2 meter tall – and 5 men who are 1.80 meter tall. Then you will tell say that the average height is 1.90 meter – right? The problem is that nobody is really 1.90 meter tall in this group of men.

“The tyranny of averages is a phrase used in applied statistics to describe the often overlooked fact that the mean does not provide any information about the distribution of a data set or skewness, and that decisions or analysis based on this value—as opposed to median and standard deviation—may be faulty” (from Wikipedia).

 

The average PPC
In PPC you will have an average of – let’s say – 10 dollars per conversion in 2011. But you will have some months doing much better and month doing lot worse.

Maybe you product is a product that is only really interesting in the summertime – even though people might click on your ads all year around. So maybe your conversion rate in the summertime is only 1 dollar.

Most of the time your conversion rate is not average – it’s always better or worse than the average.

 

My PPC campaigns are bad… ?

But with a conversion rate of 10 dollars you are losing money – so your boss or your client tells you to stop advertising on Google Adwords or other PPC search engines.

Big Mistake!

You should stop advertising from October to May – and spend the entire budget in the summertime instead.

The lesson to learn here is to dig deeper than the average number. The average number is for the executive summary. So of course you need average numbers – but you will make a big mistake if you only focus on the averages.

Check out the worse and best performing keywords and ads – Why are they performing bad/good? Is there some kind of characteristics about them? Remember to check out the hour performance, is the weekend better, seasoning etc.

You average might look fine for some of your campaigns – but they still might be doing a bad job half of the time.

So take your time to dig deeper.

An example of the average tyrannies is this one. I had an ad that was doing average.

I was checking it once a week. The next week it was really going down. The problem was that the client had deleted the landingpage. So I was sending thousends of people to an nonexciting page every day.

If I had been more carefull and not trusted the average I would have discover that Monday, Tuesday and Whensday was great. And after that 0 conversion. Instead the next Monday I could see – that it was still average.

 

Free Marketing Giveaway

Remember to grab the 3 eBooks about SEO, SEM, Social Media Traffic and Link Buidling – only for members of SeoCustomer. Join here.

And come and get into the conversation in our new LinkedIn group SeoCustomer.

 

All the best to you. Cheers 🙂

Henrik

 

 

BenefitsDigital marketing is essential to bring your website in front of your targeted audience.

When you understand what Pay Per Click Search Engines are and what the advantage is of using the right ones for you and using them wisely, you’ll see why they are now a crucial part of any successful digital marketing plan.

As a business owner, you want more business. Digital marketing has a number of different categories, each with their own strategies, and they all work together to meet similar goals.

Regarding people using the search engines to find products and services, what is most important to you is that the right type of potential customers, and lots of them, see the link to your website and want to click on it.

You want a targeted, focused customer base, who spot your link easily, click on it quickly, and stay on your web pages for a long time.

 

Fast
Every business needs to make pay per click part of their digital marketing campaign.

The more you are in a hurry to skyrocket your business on the fast track as soon as possible, the more you need to look at pay per click options. Why?

It takes time, at least a few months, before most major search engines can index a new site and then you can move up in the search engine rankings for major keyword terms in your field. (Of course the more you use search engine optimization techniques the quicker this will happen but there are many factors involved.)

In the meantime, pay per click search engines have multiple benefits including that they can jump start you right way, attracting searches to your new website before it’s fully indexed and optimized completed for the major web search engines.

 

Take me to the top, Baby
In this day and age, when nobody looks past the first pages and often people only look at the first six or seven listings, every listing you go up can mean more customers, and more reoccurring dollars in your pocket.

So you need to do everything in your power to take your listing up to the top. Pay per click strategies will help you do well in the organic searches as well when used as part of a well thought out, strategic marketing plan. Which is why it is an essential part of your “see you at the top” goal.

Besides the fact that pay per click search engines are fast, easy, and help you rise in the search engines, some other benefits are that:

  1.  You only pay when someone clicks your site
  2. They are extremely cost-effective because you can decide on the rate that you are willing to pay for each click for the keywords that you chose. Some rates can be as low as a penny per word.
  3. You are going to get a huge return on investment. You will be able to visibly track your progress and see your returns.

Google Adwords, Yahoo! Search Marketing, MSN/BING PPC, and Facebook PPC are the biggest Pay Per Click Search Engines.

They are going to be more costly but worth the expense. Less well-known pay per click search engines generally offers a much lower cost.

 

Author Bio:- Sunny Popali is SEO Director at tempocreative.com, TempoCreative servicing Inbound Marketing in Arizona.  For more than 10 years many big brands have benefited from Tempo & Team for digital & internet marketing needs.

 

winnerIf you have been doing Google Adwords or other PPC ads, you know that you have to test your ads so you can get the right winner. 

But are you sure you have the right winner? Which metric should you use?

Before starting we will have to sure we have enough data to declare a winner. So I will go to www.splittestcalculator.com.

This is a A/B test calculator.

Really awesome if you have a split test with 2 ads.

I have made this example to show you how to declare a winner of the split test. I have 5 ads competing against each other.

 

Impressions first

When creating an ad – you are also creating a keyword. When somebody searches for your keyword, your ad can be displayed.

So you will have to have the right keywords. With no impression you will have  no display and therefor no sale.

So your measurement should always start with the impressions.

In my example here the ads all got 10.810 impressions.


tabel

 

Clicks and cost

Next measurement is the clicks. How many people are actually clicking on your ads? In my example ad 1 got 536 clicks, but ad 4 is leading with 1063 clicks.

You are only paying when somebody is clicking on your ad – so you will have to check out your costs too. Ad 2 is the ad with the lowest cost (182 dollars).

With cost and clicks you have now the possibility to calculate the CTR (Click Through Rate) and the CV (Conversion Rate).

But now you will have a problem. If you are using the Conversion Rate what about the impressions, the click through rate or the average sale amount?

What is the best scenario – to have a high CTR and a low CR? Or a low CR and a high CTR? Or maybe a mid-range CTR and a mid-range CR? You see the problem? Which ad is the winner?

The ad with the highest CTR is ad 4 with 9.83 percent. So maybe ad 4 is the winner. The ad with the highest CV is ad 2 with 10.95 percent. Well ad 2 might be the winner too.

 

Conversions – lets get some sale

We are not really interested in impressions or clicks right?

I would rather get some sale – so we have to find out how many sales or conversions we get from our ads.

In my example ad 4 get 62 sale and ad 3 is only getting 38 sales. So now we can calculate the Cost Per Acquisition. The winner in my example is ad 2 – because we want the ad with the lowest cost.

So maybe ad 2 is the winner?

When using the cost per acquisition you don’t take into account the volume (that’s the impressions and clicks) or your average sale amount.

We will have to use a metric that incorporates your CTR, your costs, your conversions and the average sales amounts into one metric.

So I will like to introduce you to Profit Per Impression (PPI).

 

Profit Per Impression (PPI) – a much better metric

To use the PPI you will need to calculate your revenue and your profit.

Revenue can be a little difficult to calculate if you are selling a lot of different products. My revenue is highest at ad 5 with 784 dollars.

Profit is your revenue – cost. In my example I get the highest profit using ad 1 with 438 dollars.

Now you can calculate your PPI. You just divide your profit with your impressions.

With ad 1 I get the highest profit per impression with 0.041 dollars. So ad 1 is my winner.

 

Well what about the Quality Score? 

We just found out that ad 1 is the winner – but you will have to think of the Quality Score too (if you are working with Google Adwords).

“Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad.

Having a low Quality Score, on the other hand, means that your ads, keywords, and landing page probably aren’t as relevant and useful to someone looking at your ad” (taken from Google Adwords).

If you pick an ad with an overall low CTR – it will hurt your Quality Score. A lower quality score will give you a lower average position of your ad, and a higher CPC.

So if you have 2 ads with almost the same PPI, you should pick the one with the highest CTR.

Well I will still pick ad number 1 in my example here. If you are in doubt you can make a test between the 2 last ads.

 

Conclusion

Always do  a split test with your ads and be sure you use the right metrics.

First of all be sure you have enough data. Without enough data you might pick the wrong winner.

Next time go and use the PPI metric to get your winner.

 

GuideFrontFree giveaway

Go and grab my free Complete SeoCustomer Guides 2011 and 2012 Q1 – full of tips and tricks about SEO, SEM, Social Media Traffic and Link Building

 

Have a great day out there…

Carpe diem
Henrik

 

 

 

 

 

 

Make the best of your Facebook ads

When we are doing PPC most of us are using Google AdWords. But you can also put your ads on websites like Bing or Facebook.

And Facebook ads have been here for some years now. Facebook is selling more and more ads. Take a look here. Facebook is expecting to sell for over 5 billion US dollars in 2012. Yes I will say it again over 5 billion US dollars.

Social Fresh’s new 2012 Facebook Ad Report gives us a little insight from their survey of experienced marketers, some analysis and some tips. So let me show you some of the tips and tricks if you are planning to make some Facebook ads.

 

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Awareness is the most popular goal for Facebook ads

The graph below shows the percentage that the advertisers mostly use the the Facebook ads to get awareness.

 

FacebookGoals

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Targeting Criteria

So the most popular Facebook ad criteria is “age” and then “country” and “precise interest”. Facebook ads are perfect for doing a very local campaign.

And check out the orange data – it shows the criteria regarding locations. A very important criteria too.

 

FacebookCriteria

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Sponsored Stories get the highest CTR

It seems that sponsored stories get a higher click/through rate (CTR) and a higher user engagement. But still 55 percent of the survey respondents didn’t use sponsored stories.

According to Facebook sponsored Stories are posts from your friends or Pages on Facebook that a business, organization or individual has paid to highlight so there’s a better chance you’ll see them. They are regular stories that a friend or Page you’re connected to has shared with you.

 

Change your Facebook ad 2 to 3 times a week

If you see the same ad again and again – your eyes will get used to it and in the end you will not really see it. So the question is what is the average Facebook ad creative lifespan.

 

FacebookLifespan

 

 

 

 

 

 

 

 

 

 

 

 

 

As you can see the the average Facebook ad creative lifespan is highest at 5 to 14 days. And then only 1 to 4 days. So the lesson is that you have to change your creative ad very often. Don’t use it too long. Change it a couple of times every week.

Justlin Kistner from Webtrends has said that the data from Webtrends shows that the average Facebook ad has the highest CTR in the first 72 hours. That is also telling us to change the Facebook ad 2 or 3 times a week.

 

 

Which pricing model is the most popular – CPC or CPM

So what about CPC (cost per click) or CPM (cost per thousand views) – which one of the two pricing options is used the most do you think?

Well respondents overwhelmingly prefer paying per click.

And by the way the average CPC is 0.80 US dollars.

 

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Time for coffee.. Have a great day out there..

Henrik