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What Are PPC Matching Options

Posted in Paid Per Click

There are five AdWords match types: Broad Match, Modified Broad Match, Phrase Match, Exact Match, and Negative Match. 1. Broad Match When using the broad match option, your advertisement may display whenever someone enters your keywords into the search box, regardless of what order they appear in or what additional words are added. For example: a search query for Melbourne Marketers, or Marketers and Online Melbourne could trigger your ad. The goal is to bring in the maximum amount of visitors as possible. A broad match keyword will be entered into your keyword list, without quotes, brackets, or other symbols. The immediate drawback of using broad match phrases is that while you will get a larger volume of traffic to your site, this traffic will likely not be as targeted and therefore has a lower chance of converting. You have limited control over what search terms your ads are displayed against, and you may not agree with what Google interprets as being relevant to your ad and your business. This can easily lead to high advertising costs with low or no return on investment (ROI) in the short term. You can avoid this by including Negative Keywords in your broad match. 2. Modified Match To use modified broad match,...

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Steps To Building A PPC Campaign

Posted in Paid Per Click

Step 1: Conduct Keyword Research Look at various sources, Google Analytics, Google Keyword Tool, and Webmaster Tools when researching.                             Step 2: Build A Smart Keyword Infrastructure – Keyword Grouping Use broach and exact match types and include negative keywords. Step 3: Analyse and Monitor Your Results Identify whether your ads are converting, are you getting ROI. Your aim is to continue to improve your Quality Score. Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com for complete marketing solutions....

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What Is My ROI From My PPC Ads

Posted in Paid Per Click

To really understand how to invest your ad budget, your analytics need to tie revenue to the channels, content and keywords that first brought the customer to your brand, in addition to those that resulted in an immediate sale. How long does it take my customers to purchase after clicking an ad? What keywords are the most successful at driving quick conversions?  Clarify your sales cycle by understanding how long it takes your keywords and campaigns to drive results. Get a better sense of when to pull down underperforming ads and which keywords and landing pages are most successful at driving quick action. Can I Track What Ad Is Working? A UTM tag is a series of qualifiers you can add to the end of a URL to help you track where traffic to a page is coming from. The UTM tag effectively creates a different version of the page, distinguishing it from versions pulling traffic from other campaigns. You can track the information you append to the end of the URL through your analytics application; this enables you to tie landing page traffic to the individual campaign that drove it. In Google Analytics, for example, this information appears in the reports under traffic sources. You can set up UTM...

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Keyword Grouping Helps Improve Your PPC Strategy

Posted in Paid Per Click

Effectively grouping and organizing your keywords improves your PPC and SEO strategies by enabling you to create: • More relevant ad groups, text ads and landing pages, allowing you the opportunity to improve on your Quality Score • A prioritised flow of web content, based on customer interest, to drive traffic and conversions • Organised, structured and navigable set of information becomes more favorable to users and search engines Conduct your keyword analysis. Look at keyword suggestion tools (Google Keyword Tool, Webmaster Tools) and Google Analytics reports to see potential keywords. From this, create top level categories and sub-level categories. For example, if you own a bakery, your top level category would be “cake”, followed by subcategories “birthday cake,” “wedding cake” etc. When conducting your analysis, plurals and derivations (for example, “baking” is a derivation of “bake”) should be included in the parent group; do not create a separate group or a subgroup. However, it is a good idea to create separate groups for synonyms and variations. For example: Google will judge an ad that includes the word “pie” for the search query “lemon pie” more relevant than one that advertises “tarts.” Now that your basic hierarchy is established, you can address some smaller variables that may affect the performance of...

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Improving Quality Score

Posted in Paid Per Click

What Is A Quality Score? Quality Score is a Google-devised system that measures advertising quality (or relevancy), which in turn helps determine if your ad is eligible to be displayed in the search results for a given query. If your ad is proven relevant, the position of your ad and the cost you pay each time it’s clicked are also partially determined by your Quality Score. Quality Score provides a better search experience for the customer, because the sponsored ads are more closely related to what they are looking for. The factors that determine Quality Score, as outlined by Google, include: – The historical click-through rate (CTR) of your account and your specific keywords, that is #clicks / #impressions – The relevance of the keywords you’re bidding on to each other and to the ads you create. – The relevance of destination URLs that you’re sending customers to (in relation to your keywords and ad copy). – User-experience metrics such as page loading time. – And the catch-all, mystery meat “other factors.” According to Google, your quality score is calculated in real-time, every time your keyword matches a search query, that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several...

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