Let’s face it – There are a ton of things that can influence conversion (ad copy, landing page creative, competitive environment, and time of year, to name just a few). While we as SEM professionals can’t control what we can’t control (i.e. if your client has an uncompetitive product at an uncompetitive price, no bid strategy will save it in the marketplace), there are some things we definitely CAN control to hopefully drive more conversions. Just as a bridge needs to have the proper engineering to make it structurally sound and safe, your PPC campaigns also need the right structure….
Here at Acquisio, we're crazy about PPC search engine marketing. In fact, it's where we got our start. In this section of the blog, you can learn all kinds of tips and tricks to managing your pay per click marketing campaigns. From bid management to retargeting, we'll help you squeeze that little extra out of your PPC budget. And if you're really into PPC marketing, you might even consider checking out our PPC bid management software.
Over the past couple of months, I’ve discussed paid search strategy for reaching prospects at the beginning and middle of the buyer’s journey. Now we’re to the really fun part: conversion, or the purchase phase.
Image credit: Forrester Research Blog
Here are a few tips for using pay-per-click (PPC) advertising to reach prospects at the bottom of the funnel and entice them to convert….
Google recently announced a major change to their Ad Rank equation. Ad Rank had been calculated by your bid and Quality Score in the past. Now, Google will factor in the expected performance of your ad extensions.
A brief history of recent Ad Rank changes
This isn’t the first time Google has made changes to the Ad Rank equation. Just two years ago, they announced a new bidding ability, bid-per-call, and that it would also be factored into Ad Rank. Many people within the search industry were in an uproar after this announcement since not all advertisers focus on calls leading some to believe they would be at a disadvantage. However, this feature was deprecated after just over year….
I think I’d be the first to admit that I love wasting time on the internet. The number of hours I’ve spent (and carpal tunnel induced) playing Cookie Clicker and the Helicopter Game is borderline sickening. What’s even more sickening is how much money developers of those games have probably made from accidental or non-converting display ad clicks….
Many companies have multiple online advertising channels running as the same time. The goal of this is to drive sales, reinforce brand awareness and harness returning visitors and lifetime customers to their offering. However, over time it becomes more and more difficult to try and manage each and every channel to prevent overlapping. This cannot be more evident when it comes to Affiliate Marketing and PPC.
I have not only heard the horror stories, I have lived them personally, and it’s a major pain in the arse that needs to be handled very delicately. When a client has an Affiliate Program along with their own PPC Strategy, it’s imperative to create redefined rules to ensure whether running both strategies makes business sense….
As digital marketers, we have a wealth of data at our disposal, affording us the ability to measure our successes and failures in real-time. With the ability to measure, track and chart our performance, though, comes a tendency to hone in on the things that can be measured, tracked and charted. That can lead to a tunnel-vision focus on conversion. While conversion is typically the end goal of a digital marketing program, it can be easy to forget that it is the end goal. Even in conversion-driven tactics like pay-per-click (PPC) advertising, it’s important to reach consumers at all stages of the buyer’s journey, starting long before conversion.
Your prospects’ journey to conversion probably looks something like this:
With enhanced campaigns, Google promised advertisers many interesting features for tracking offline conversions such as visits to stores and even purchases made in store. These will all eventually be part of Google AdWords’ new offering, Estimated Total Conversions. Some of these seemed unfeasible at that time, and still do, but it’s Google so we’ll see what they develop. In the meantime, let’s focus on their first step with Estimated Total Conversion s– cross-device conversions….