Three Pay Per Click Marketing Tips

December 11, 2010

Pay Per Click marketing is a great way to get traffic to your site, and lots of it.

But you have to be careful.

If you’re not strategic with your campaigns, you will end up spending a pretty penny before you see any revenues.

Here are three best practices to help your campaign success.

Keep your ad groups small. By keeping a narrow focus with each ad, you can make your offer more relevant to each search.

This has all kinds of benefits. It will keep your click through rate healthy, improve your quality score, and help you optimize your landing pages.

Do keyword research. Lots of it. Each keyword you bid on is essentially it’s own unique market.

By keeping a close eye on emerging search terms, you can get into high volume markets before your competition does.

Include the exact search term on your landing page. You can do this automatically with a script, or you can hardcode it into your site.

This helps conversion, and increases relevance, and makes your visitor feel warm and fuzzy.

And who doesn’t want to feel warm and fuzzy?


Quality Score According to Google

February 27, 2010

Google’s Quality Score will impact your Pay Per Click (PPC) campaigns.

Hear more about your Quality Score straight from Google.

Google Quality Score

“The AdWords system calculates a ‘Quality Score’ for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search query. A keyword’s Quality Score updates frequently and is closely related to its performance. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).”

Learn even more about Google’s Quality Score here.

Search Engine Ad Click Through Rates

July 27, 2009

Click Through Rates can vary from medium to medium, ad to ad.

A recent study conducted in June of 2009 suggests your ad Click Through Rate (CTR) is also indicative of the search engine the ad is placed on.

Bing’s average Click Through Rate is well ahead of Google, and Yahoo holds strong in the middle of the pack.

Search Engine Marketing Ad Click Rates

Pay Per Click – Optimizing Your PPC Quality Score Part IV

July 16, 2009

Optimizing your Google Quality Score takes strategy and diligence.

Once you are done creating a new campaign and satisfied with your negative keyword list you will want to set a date to revisit the negative keywords. SEM is an on-going task of maintaining your campaigns.

Get help optimizing your Google Pay Per Click Campaigns.

Pay Per Click (PPC) ExamplesIf you are lucky enough to have a good account representative you may want him or her to revise the negative keyword list. They usually do a good job of creating negative keywords, because of the wealth of information they have access to. They also have a vested interest in protecting your CTR. A higher CTR means more revenue for them, and you benefit from more relevant visitors.

Negative keywords can make or break your Pay Per Click Campaign.

So how many negative keywords should a campaign have? I would say start with at least 100. Google currently allows an unlimited number of negative keywords for each campaign. A negative keyword list can get very large, because an advertiser could use an almost infinite amount of words that is not related to the industry they represent. If you are just beginning to start a campaign you may want to dedicate half of a day to come up with negative keywords using your brain and keyword generation tools. Make sure you absolutely do not use negative keywords that an actual customer may use to get to your site. You do not want to lose out on customers because you were too zealous creating negative keywords.

Post written by Michael Villanueva – Pay Per Click Guru

Optimizing Your Quality Score Part III

June 15, 2009

As discussed in Optimizing Your Quality Score Part I and Optimizing Your Quality Score Part II

There are four main components to your Quality Score.

Post Written by Michael Villanueva, Pay Per Click Consultant.

Google Quality ScorePreviously we discussed Click Through Rate and Keyword Relevancy.  In this article we will touch on the other two. Ad Quality, and Landing Page Relevancy.

The third part of your Quality Score includes the ad copy. A good analogy of how ad copy works is comparing it to a hotel greeter. The job of the hotel greeter is to welcome customers and patrons to the hotel, while making sure no unwanted guests come into the hotel. Ad copy does the same thing for a website. The ad copy acts as a prescreening tool for customers. The ad copy must be a clear and enticing message about what a website has to offer. Continuous ad copy testing is a good way to test to improve and compete in the competitive landscape of any industry.

The final piece of quality score includes the actual website or landing page. The message from the ad copy to the landing must be continuous and clear. Once a potential customer comes to view a website they will take an average of 7 seconds to find what they are looking for. If your website does not allow a user to find what they are looking for in 7 seconds, the visitor you have paid for will have left your website. The amount of time a visitor spends on the landing page is a good indicator of the quality of the landing page. We highly believe Google keeps track of this.

Before you attempt to improve your quality score, it would be a good idea to benchmark your starting point. The Google & Yahoo interfaces both have quality score indicators. Yahoo has quality score indicators for both keywords and ad copy shown on a bar chart. Google has a similar feature, but you can also run a quality score report on Google that shows a more detailed report on quality score.

We wish you all the best in your Quality Score optimizations! Stay tuned for Optimizing Your Quality Score Part IIII.

Optimizing Your Quality Score Part II

June 10, 2009

As discussed in Optimizing Your Quality Score Part I

There are four main components to your Quality Score.

1) CTR%

2) Keyword Relevancy

3) Ad Quality

4) Landing Page Relevancy

In this article we will touch on the first two. Click Through Rate, and Keyword Relevancy.

Pay Per Click MarketingClick Through Rate (CTR) is the biggest factor in determining quality score out of the four. It is important to the search engines, because clicks are how they get paid. There are two factors that determine the click through rate of a certain keyword and ad copy. They are ad position and ad quality.

Search engine users typically have their eyeballs mostly on the organic listings and the paid listings above them. Having a better position guarantees more eyeballs on an ad copy. The quality of the ad is also important. Advertisers will want to make sure that the keyword is somewhere in the ad copy. The copy also needs to convey a quality and accurate message about the products and services.

The keyword being searched for also needs to be relevant to the ad copy and landing page. For example, the keyword phrase “tickle me Elmo” is a more relevant keyword than the keyword “toy” or “doll” to a landing page that specifically sells tickle me Elmo dolls.

The keyword “toy” and “doll” are still relatively relevant keywords for a landing page for tickle me Elmo’s, but they will most likely receive a lower quality score. The search engines also have a minimum bid for each keyword. The minimum bid depends on the quality score of the keyword. A more relevant keyword will have a lower minimum bid.

Optimizing Your Quality Score Part III Covers Ad Quality & Landing Page Relevancy

Optimizing Your Quality Score Part IV– All about Negative Keywords

Post Written by Michael Villanueva, Pay Per Click Consultant.

Optimizing Your Quality Score Part I

June 9, 2009

To Increase your Pay Per Click Quality Score, You Must Understand the Key Factors.

Post Written by Michael Villanueva, Pay Per Click Consultant.

Google Quality ScoreQuality score may be a mystery to many who are unfamiliar with search. People with expert knowledge in search have a good understanding of how quality score plays a role in their paid search marketing efforts.

What is quality score?

In layman terms, quality score is a relevancy score Google and other search engines place on your pay per click efforts. Google does not simply give us the exact make up of how they give a quality score to each keyword. Although, just like SEO, there is a framework of how quality score works.

Why is quality score so important?

Even though you may have a higher bid on a certain keyword, it is very possible for a competitor to have a higher position than you.

How could this happen?

Your competitor has a better quality score than you do! This generally, means that your competitor has a more relevant landing page than your landing page, but that is not the only factor. Google, in exchange for the better quality, has rewarded your competitor with a lower cost per click.

There are four main criteria that makes up your quality score and they all go hand in hand.

1) CTR %

2) Keyword Relevancy

3) Ad Quality

4) Landing Page Relevancy

All four of these factors work together to create the bulk of your Google Quality Score.

Learn more about Quality Score @ Optimizing Your Quality Score Part II.