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WarOnFreeClicksPicHow Pay-Per-Click (PPC) ads are taking over Google’s search engine results.

Give us something to think about right?

(click it a couple of times to see it larger)

 

 

 

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Source: clickfactor.gr via Baris on Pinterest

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

 

 

Keep the traffic coming to your website with fresh keywords.

Do you know this situation – you are writing great content for your website or blog, you are posting new articles every week and you have optimized your website for your keywords and do social media sharing – your traffic is going down and your traffic doesn’t stay a long time on your site.

At least once a year you have to check out your targeted keywords. This is a way to really blast your targeted traffic with fresh keywords.

The Internet and the way people are searching keep changing all the time.

So remember to stay on your toes.

So how should you check it and fix your target keywords?

 

KeywordStrategyCheck out your keywords
The success of your keywords is depending on your own website, how people are searching on the internet and the competition for the word.

So let’s check it out.

 

Your website

What do you want to be found on?

What kind of product do you offer and what are your values? This is not so easy as it sounds. When you know your values and products try to read your copy.

Do you communicate your values and product offers?

You will never get found on your targeted keywords if your website doesn’t have original great content about you’re your main subject.

So be sure your keywords are relevant for your business.

 

Searching on the Internet
Next step is to check if people are searching for the keywords you are picking.

Let’s say your main keyword phrase is “high quality cars”. (Yes a wired example but it’s the best I could find).

Go to Google Keyword Tool and check out the traffic for your local or global market.

QualityCarsI just found that there were only 5.400 searches for this phrase every month.

But if you pick “quality cars” you will have 60.500 searches. So you can get in touch with many more potential customers using this keyword phrase.

 

 

 

 

 

Competition for the keyword

Okay you might have the perfect keyword for your website and a lot of potential traffic – but what about the competition?

If all the pages showing on page 1 on Google or the other search engines are difficult to beat you still have a problem getting the traffic your great content deserve.

There is a lot of great software around where you can check the competition. Google Keyword Tool. It’s a great tool. With Google Keyword Tool you can see if a competition is high, medium or low – but it’s not the competition for the PPC and not the SEO words (I just learned that 🙂 ).

But you can check it out using software like “Market Samurai”. It’s not a free program, but it can help you save a lot of time. (they have a 12 day free trial program – and some of the features are still working after the 12 days).

In general the programs help you to check out theses elements.

• PageRank
• Age of the domain in years
• Number of backlinks of the page
• Number of backlinks of the entire domain/site
• Number of backlinks coming from .edu and .gov domains
• If listed in DMOZ
• If listed in the Yahoo Directory
• If a keyword is included on the Title page
• If the keyword is mentioned on the site/page description
• If the H1 tag on the page contains the keyword
• Age in days of Google’s cached version of the page
• Number of sites linking to domain from country (TLD) of the initial search

 

Conclusion

Remember to check out your keywords at least once a year. Maybe it’s time to rethink them and the some fresh keywords for your site. Remember that the traffic is constantly changing on the Internet.

Keywords that were good last year might not work anymore.

 

Remember to grab the 3 free Seocustomer Guides about SEO, SEM, Social Media Traffic and Link Building right here..

And remember to join our brand new LinkedIn group. You can find it here.

Have a great day out there guys…

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.

 

SeoCustomerQFPI am very happy to show you this Complete SeoCustomer Guide 2012 Q2. And it’s still free for all members of SeoCustomer.

This guide contains all the post and articles from 2. Quarter 2012 about SEO, SEM, Social Media Traffic and Link Building – 92 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 Q2 here free after signing up for the weekly newsletter.

As a bonus you will also get the Complete SeoCustomer Guide 2011 and 2012Q1.

 

 

Have a great day out there.

Carpe diem, Henrik

 

 

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.

 

facebookrevenue

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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.

 

Free marketing giveaway

Remember to come and grab our Complete SeoCustomer Guides from 2011 and 2012. 180+ pages full of tips and tricks about SEO, SEM, Social Media Traffic and Link Building.

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

Henrik

 

 


When we are talking about PPC (Pay Per Click) ads, we are often talking about Google only – Google Adwords. But PPC is much more than Google Adwords. When should you use Bing or Facebook PPC ads?

In the end we have to figure out where we get the highest ROI. You will have to check out the positive and negative things about each media. So let me show you some pros and cons of each channel.

 

Google PPC Ads

GoogleAdwordsAds

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Advantages of Google Adwords PPC ads:

  • Reach. You will reach about 80% of the internet users. So do you have to reach as many people as possible Google Adwords might be a great idea. The audience is much larger compared to Bing. Google Adwords are also shown on other major and strategic search engines and websites that collaborate with Google. So you can use Google as a multiple channels with search, display and banner etc. You can target PC, tablets, mobile, video etc.
  • Cost. You have full control over your costs. Google makes it easy for companies to control their cost. Companies will only pay when users get to their website. There is no minimum cost for the usage and you decide how much you want to spend. You will pay between 1 cent and 100 dollars per click.Google has a built/in conversion and revenue tracking code – awesome. A lot of great statistics where you can check location, site links, mobile click to call to improve your click through rate.
  • Timing. Timing is everything. When a customer is looking for something special on Google – like “big blue cars” – your ad will only show up if you what it to.
  • Flexible. You can get started right away within 15 minutes. And you can change the ad whenever you want to. You can also target the ad to a specific geographical location and languages. But you can also target device or time of day you want the ad to be shown.

 

Disadvantages of using Google Adwords ads

  • Every click counts. You will have to pay every click on your website – even though you don’t make a sale. Google Adwords becomes increasingly competitive as more and more advertisers join it. Depending on the competition the PPC and be very expensive. The CTR is low on the display network.
  • Payment. If you don’t pay on time Google will remove your ad (well fair enough right?).
  • Statistic. How high is your click rates compared to your competitors? You don’t know the competitors CTR and Google will not tell you.
  • Copy space. You will only have 25 characters in the headline and 70 characters for the rest. So choose your words wisely.

 

Facebook PPC ads

You can pay for your Facebook ads in 2 ways. PPC with a minimum bid of 1 cent for every click you will receive. Another method is CPM (Cost Per Mille) with a minimum bid of 2 cents for every 1,000 clicks you will receive.

 

FacebookAds

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Advantages of Facebook PPC ads:

  • Generally lower cost per click (CPC) than Google Adwords
  • Great for creating brand awareness – branding
  • Large audience – there are now 845 million accounts on Facebook (that’s 12 percent of all people in the world!).
  • Targeting. One of the biggest advances is the targeting possibilities. You can target by gender, marital status, location, age, interests/hobbies, likes etc. Awesome.
  • Locale targeting (I haven’t seen this in other countries – give me a comment if you have, thx) – you can use Facebook as a local marketing. Only show the ad for people living in a specific postcode.
  • Expose time. Users are more likely to stay on Facebook for a longer time than on Bing or Google. So the user will be exposed to your ad for a longer time.
  • Images. You can use imagines which can make it more likely that users are paying attention to your ad.
  • Characters. You have 135 characters – much more than Google Adwords.

 

Disadvantages of using Facebook ads:

  • Space. Not much space on Facebook to show ads.
  • Niche markets. The PPC cost for very specific niche markets can be very high.
  • Low click-through-rate (CTR) for eCommenrce compared to Google Adwords – People are using Facebook to talk and socialize with their friends and are not thinking of buying anything.
  • Weird, irrelevant ads – many irrelevant ads, free giveaways, reward programs etc. which give the ads less relevance when the consumer is viewer the ads.

 

Bing PPC ads

Bing was formerly MSN – but Yahoo and MSN joined their forces and made Bing. So when you are using Bing you are using the combined technologies and resources of Yahoo and MSN.

BingAds

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Advantages of Bing PPC ads:

  • Easy to sign up. Just got to http://advertising.microsoft.com.
  • Import your Yahoo or Google ads. This is really awesome. You can import your ads using the ad center. So you don’t have to duplicate efforts. So you should make a test using Bing and compare it to Google.
  • Targeting. You can target your ads to specific demographics. So if you are selling “used cars”. One of your ads can be made for singles. Another ad can be made for a local dealer. A third can reach pregnant women (hmm I don’t know if they need a specific used car?)
  • Ad center. Like Google Adwords the ad center is very easy to use. You have access to performance statistics.
  • Keyword bidding is often less expensive than Google Adwords or Facebook.
  • CTR and conversion tends to be higher on Bing

 

Disadvantages of using Bing ads:

  • In many ways Bing looks like Google Adwords
  • Volume. The biggest disadvantage is volume. Bing has a much smaller audience than Google or Facebook.
  • No built-in revenue tracking feature

 

Conclusion
You will have to know everything about your product/brand and your buyers – when you are choosing the right channel. And you should also consider a combination of the channels.

Maybe Facebook PPC Ads could be considered as an accompaniment to the Google Adwords instead of a replacement.

But like in Social Media you sometimes have to use several channels. So you own it to yourself to test other media than just Google Adwords. Make a pre-campaign and check out your ROI.

You will have to know and understand your customers and your market. Good luck with it.

 

Free Marketing Giveaway

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Best regards,
Henrik

 

 

 

Do you know about the brand new ”click-to-teleport ad extensions”?

Which this extension in your ad you can now show your customers not only the closest location – but also the location with the best conversion rate.

The other day Google Adwords did a great new update – Click-to-Teleport Ad Extensions.

This will enable searchers “Click-to-Teleport shortens the offline conversion funnel by allowing a user to teleport directly to your business location by clicking on your search ad“. Google Adwords Click-To-Teleport

This is how it looks like.

clicktoteleport

 

 

 

 

 

 

 

 

 

 

 

 

 

(picture from Google)

 

You will have 3 options for your “Click-to-Teleport Ad Extensions“

1) Optimize for closest location
2) Optimize for conversions
3) Rotate evenly

If you pick the “optimize for closest location” this will be the least disorienting one for your visitors and this will help you to maintain a local feeling.

Optimize for conversion will direct your visitors to the location where customers are most likely to convert.

If you choose ”rotate evenly” it will as the name says – rotate evenly amoung your business locations.

“Click-to-Teleport Ad Extensions“ is not the only extra link you can use in Google Adwords.

 

Show sitelink to your pages from your website from Google Adwords

Maybe you have seen the sitelinks when you are searching on Google.

hotelnewyork

 

 

 

 

 

 

 

 

 

 

 

 

 

With theses extra links to your site you can let your customers quickly see and clik to a specific page of your website. So you customers don’t have to click around.

For every click your customers have to click you will loose some of them. Some of the customers might want to see your menu, some of your customers are only interested in your phone number. Maybe some people are interested in your store location only. So give the people some different options.

Its also very easy to update your sitelinks whenever you want to. And you will keep your ads and keywords and still have your ad up-to-date for your sale.

 

This is how you activate and create your sitelinks

  1. sign in to your Adword account
  2. choose your campaigns tab click +New Campaign
  3. Scroll down to the “Ad extensions” section
  4. Check the box next to sitelinks – Extent my ads with links to sections of my site
  5. enter your link text and your destination URL – you can add up to 10 sitelinks per campaign
  6. Click Save and continue.

Remember to keep the link text short and precise.

 

Marketing free give away
Remember to grab the free Complete SeoCustomer Guide 2011.

Have a great day out there… I will grab my coffee now.

Henrik

 

Nielsen has made some usability studies to show the focus areas on a web page. Using this study you can get a lot of tips – both for your SEO and for your SEM.

Let me show you a typical Google search page. Heat maps  from user eye-tracking studies. The users are looking the most are colored red. The yellow areas have fewer views and the blue areas are the least viewed areas.

HeatMapso what do we learn from this.

First of all – its important to be above the fold. We read from top and down and from left to right. Not only do you have to be on the first page, but you also have to be above the fold to be noticed in the Google search results.

And of course the heat map shows that most people are looking for the natural search results and not the paid ads. But on the other hand – we know that people click on Google Adwords. So Google Adwords is still working.

If you are paying Google Adwords you have to be in the top 20%. You will have to get the 1. or 2. position if you really wanna get results. I have seen other heat maps and they all shows the same pattern.

Most people stop at the 1. page of the search results and some will go to the second page. But after the second page – it really doesn’t matter. The same pattern on the 2. page – you have to be above the fold to get noticed.

A sample of over 8 million clicks shows that over 94% of users clicked on a first page result and less than 6% actually clicking to the second page and selecting a result displayed there.

Get more ideas here  at BusinessInsider.