Thursday, March 13, 2014
Mobile CPCs since Enhanced Campaigns
How are enhanced campaigns affecting your mobile CPCs? If you don't already know, now is definitely the time to take a look at your data. For some retailers, Adwords mobile CPCs are on the rise, however the important question is whether or not this is a result of enhanced campaigns, or if it is a result of the increased awareness of how dominating the mobile search space really it. I think both arguments play a major role in the CPC increase, but it is also important to note how this increase will ultimately affects an advertiser's search budget. As you know, the new Adwords enhanced campaign migration forced Adwords advertisers to shift into a new campaign structure which required desktop, mobile and tablet devices to be managed within the same paid search campaign. Subsequently, initial results showed that retailers we not experiencing any substantial shift in mobile CPCs compared to previous quarterly results, however closely approaching was our 2013 holiday shopping season. Comparing year over year trends, retailers saw that overall CPCs were steadily on the rise and mobile CPCs began to exceed desktop CPCs. The holiday shopping season had definitely played its part in influencing advertisers to bid more aggressively to combat competition as promotions were dominating the search space in November and December 2013, however the dominating industry awareness of Mobile brought on by the Adwords enhanced caused more and more retailers to rethink their mobile strategy and incorporate a more strategic mobile approach into their online marketing plans, making this space very lucrative and prevalent for retailers looking to tailor their marketing strategy to drive offline sales. It will be interesting to see the quarter over quarter variance in mobile CPCs compared to prior year's variances. This is definitely something to keep in mind when analyzing quarterly data this year; this will definitely help in your planning for the next holiday season.
Sunday, October 13, 2013
Structuring Your PPC Campaigns
Structuring your PPC campaigns into an organized, well-thought out methodology significantly impacts how you're able to optimize to your CPL or ROAS goals. Understanding that budgets are set at the campaign level allows you to structure your account in a way that enables you to set budgets for specific campaigns or topics that will drive the most cost efficient leads or revenue to your site.
Brand vs. NonBrand Strategy:
From an overall account strategy perspective, it is first important to segment your campaigns so that you are able to measure the performance of brand vs. nonbrand performance across your account. That means, setting up separate brand and nonbrand campaigns with their corresponding budgets so that you're able to optimize to both a brand and nonbrand CPL or ROAS goal.
Setting up your brand campaigns is very simple; just consider adding all variations of your brand, corporate name and website into your keyword mix. Then focus on preparing ad copy that will differentiate your brand with other affiliates or comparison sites that may also attempt to bid on your brand name. This strategy allows you to maintain top ad position on SERP page for your brand name so that you're able to target searchers looking specifically for website (ahead of your competitors).
From a nonbrand perspective, you should first analyse the structure of your website to determine how each campaign should be organized. Whether by product category, business unit, product ailment or health condition, this level of detail helps you to quantify how much you are willing to spend per day to drive relevant traffic to your site based on these areas. For example, if you're selling to apparel, you should first look at how your merchandising team looks at their product grouping and their performance. This strategy will help you integrate your online strategy with your offline strategy to better analysis performance across both channels. This will also help you determine the investment amount per day that you're willing to spend based on historical offline performance and calculate the lead/revenue requirement for a positive return on investment.
Source: VisionarySearch.com - PPC Boston, MA
Brand vs. NonBrand Strategy:
From an overall account strategy perspective, it is first important to segment your campaigns so that you are able to measure the performance of brand vs. nonbrand performance across your account. That means, setting up separate brand and nonbrand campaigns with their corresponding budgets so that you're able to optimize to both a brand and nonbrand CPL or ROAS goal.
Setting up your brand campaigns is very simple; just consider adding all variations of your brand, corporate name and website into your keyword mix. Then focus on preparing ad copy that will differentiate your brand with other affiliates or comparison sites that may also attempt to bid on your brand name. This strategy allows you to maintain top ad position on SERP page for your brand name so that you're able to target searchers looking specifically for website (ahead of your competitors).
From a nonbrand perspective, you should first analyse the structure of your website to determine how each campaign should be organized. Whether by product category, business unit, product ailment or health condition, this level of detail helps you to quantify how much you are willing to spend per day to drive relevant traffic to your site based on these areas. For example, if you're selling to apparel, you should first look at how your merchandising team looks at their product grouping and their performance. This strategy will help you integrate your online strategy with your offline strategy to better analysis performance across both channels. This will also help you determine the investment amount per day that you're willing to spend based on historical offline performance and calculate the lead/revenue requirement for a positive return on investment.
Source: VisionarySearch.com - PPC Boston, MA
Friday, June 28, 2013
Visionary Search - Paid Search 101
Over the past 10 years, search engine marketing (SEM) has evolved and grown into an enormous industry with so many search experts sharing their thoughts, strategies and expertise on building the most effective SEO (search engine optimization) strategy or the most cost effective ROI (return on investment) driven PPC (pay per click) programs. However, after spending so much time at a more advanced level over the years, you tends to forget the basic level of detail and knowledge required to teach a novice this business who has no prior experience or knowledge of the search industry.
Therefore, over the course of the next few months, I will sharing my expert knowledge for those looking to start a new career in pay per click marketing or just looking to get a general understanding of how it works. I will provide a more basic approach to learning PPC while gradually leading into more intermediate and advanced levels of PPC. I will share some important resources and tools you can use to better understand how to keep up with emerging search trends. Most of my posts will be specific to pay per click and social media with very little SEO. My experience in SEO has been minimal over the years but I can advice on the most basic approaches to SEO. Please join follow my blog for this free learning experience!
About Me - Boston PPC:
I began my experience in search engine marketing in 2001 working as an Online Marketing Coordinator in Atlanta, GA where I worked full time managing PPC and affiliate marketing for a national direct marketing company. After working their for three years, I decided to make the move to become a consultant, helping to create, manage and optimize PPC accounts for companies in the Atlanta area. Over the years, I've worked with small and large clients on both the agency and client sides across a wide range of PPC duties - keyword expansions, account restructures, ad copy writing, reporting and analyses. This experience has allowed me to work with many companies from a wide range of verticals, learn more about how to manage account to a specific ROI, ROAS, SOV, CTR and CPC and branding goals. Now, I'm expanding my business into Boston, MA offering these same PPC services on an on-going basis. All of this will be covered in up-coming blog posts. Stay tuned!
Resource: Visionary Search - Boston PPC Search Marketing Consultant
http://www.visionarysearch.com
Therefore, over the course of the next few months, I will sharing my expert knowledge for those looking to start a new career in pay per click marketing or just looking to get a general understanding of how it works. I will provide a more basic approach to learning PPC while gradually leading into more intermediate and advanced levels of PPC. I will share some important resources and tools you can use to better understand how to keep up with emerging search trends. Most of my posts will be specific to pay per click and social media with very little SEO. My experience in SEO has been minimal over the years but I can advice on the most basic approaches to SEO. Please join follow my blog for this free learning experience!
About Me - Boston PPC:
I began my experience in search engine marketing in 2001 working as an Online Marketing Coordinator in Atlanta, GA where I worked full time managing PPC and affiliate marketing for a national direct marketing company. After working their for three years, I decided to make the move to become a consultant, helping to create, manage and optimize PPC accounts for companies in the Atlanta area. Over the years, I've worked with small and large clients on both the agency and client sides across a wide range of PPC duties - keyword expansions, account restructures, ad copy writing, reporting and analyses. This experience has allowed me to work with many companies from a wide range of verticals, learn more about how to manage account to a specific ROI, ROAS, SOV, CTR and CPC and branding goals. Now, I'm expanding my business into Boston, MA offering these same PPC services on an on-going basis. All of this will be covered in up-coming blog posts. Stay tuned!
Resource: Visionary Search - Boston PPC Search Marketing Consultant
http://www.visionarysearch.com
Subscribe to:
Posts (Atom)