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Leslie

You Canʻt Improve What You Do Not Measure

By | CVR

Do you know your CVR (conversion rate)? Whether the goal of your website is to generate leads, drive online purchases, or get email subscribers – if you aren’t tracking conversions you have no way of understanding which keywords and ads are converting website visitors into customers. Without this valuable metric, you will not be able to efficiently optimize paid search campaigns to your target ROI (return on investment) or CPL (cost per lead) goals.

Remember: You can’t improve what you don’t measure!

Conversion data allows you to monitor and measure the effectiveness of your online advertising campaigns. And if you don’t track conversions to the most detailed level, you will not know how to effectively measure the success of your pay per click marketing efforts. You know how much was spent on a keyword. However, how much revenue, or how many leads, did that keyword generate? The answers to these questions are key to understanding how to adjust your keyword maximum CPCs (cost per click) going forward.

Most search engines offer basic (and free!) conversion tracking tools to help advertisers answer these important questions. Google AdWords and Bing Ads conversion tracking are quick and easy to implement – just a small snippet of code placed on ALL thank you/confirmation pages (the pages visitors arrive to AFTER completing the desired online action). If you use Google Analytics, you may also track performance by setting up goals and funnels under profile settings. Note: you can also track performance of non PPC campaigns (e.g. banner ads on other networks, website sponsorships, email marketing, monthly newsletters, etc.) by appending Google Analytics UTM tracking parameters to those URLs.

So, what is a good conversion rate? Ah, the age old question that is more difficult to answer when you are first starting your PPC campaign.

You can scour the internet for forums, articles or case studies to find out what others report as “average” conversion rates and come across benchmark studies for CTR and CVR similar to this. However, itʻs important to remember that conversion rates donʻt just vary by industry, they vary by advertiser too. It’s always best practice to establish your OWN baseline and then improve your conversion rate from there.

Understand your conversion rate. Improve your bottom line. So easy to implement- start tracking today!

Is VR Commerce in Your Future?

By | ecommerce

VR (virtual reality) is not just for gaming anymore. From booking travel to buying a car or even shopping for clothes online, both virtual and augmented reality tech are gearing up to transform our shopping experiences.

Per Forbes “VR: The Brands That Are Imagining A New Commerce Reality”:

“Broadly speaking, these technologies can drive foot traffic, create new brand experiences or even establish a virtual storefront. Many in commerce, from retailers to travel agents, are experimenting with these new technologies to enable consumers to visualize or experience what they are about to purchase – giving way to a new reality for commerce.”

Read the entire article here.

Another interesting read on the subject is this eMarketer interview of Eloi Gerard, the CEO of a Shanghai-based virtual reality (VR) content studio, about what VR commerce could mean for big brands:

“It’s going to take maybe 10 years for people to use VR like we are using the mobile phone right now, and for it to reach 80% of the population. VR probably won’t be mainstream, because there is no point wearing a VR headset in day-to-day life.

What will probably help to make VR mainstream will be MR—mixed reality. [Augmented reality maker] Meta is probably the most advanced with MR right now, because Microsoft said they would not release their HoloLens upgrade before 2019.”

You can read that article here.

Evaluate AdWords Keyword Conversion at Ad Level

By | CVR

One of my favorite reports has always been the Ad report that details which keywords are converting for which ads.

Consider this: You see an ad yielding a very low conversion rate compared to others in the ad group. Your first instinct may be to pause that ad. However, if you review how ads are performing in relation to each keyword in that ad group, you might just find the ad performs exceptionally well for a specific keyword.

This report is especially helpful when reorganizing keywords into new ad groups during an account restructure. It’s important to keep your best performing ads and this report helps to ensure you do just that.

Here’s how to run the report:

  • Navigate to the Ads tab of your desired Ad Group
  • Click on the “Columns” drop-down
  • Select the columns you want populated in your report (e.g. clicks, cost, converted clicks, etc.) and click Save.
  • Click the “Segment” drop-down
  • Select Keyword / Placement

And voila, you can view keyword performance for each of your ads, which should look something like this:

To Bid or Not to Bid

By | keywords

Brand keywords are an important part of overall paid search strategy. However, many advertisers are often unsure or else completely against it. Raise your hand if you’ve ever been asked “Why would I buy my own trademarked terms if I’m already showing up number one in free, organic listings?”

This argument may seem logical, but there are some very sound (and proven) reasons for buying your brand’s keywords:

1) Protect and own your brand in search results: Search engines allow competitors and/or affiliates to bid on virtually any trademarked term. While some advertisers consider it “unethical”, the reality is that it’s a very common practice. Why let your competitors and affiliates own that ad real estate to either a) push their own product/service as an alternative or worse, b) use false or misleading ads to confuse your potential customers?

Controlling your brand image is crucial offline and online, and PPC ads are perfect for this. You can change and test messaging on the fly, and even use “”Official Site” in ads so as to make clear your ad will lead that user to the actual site they were searching.

2) Improve your quality scores: Bidding on your brand keywords may also help improve Quality Scores, as suggested by Dave Davis here – “…always bid (and bid high) on your company or brand name. You will get a massive boost in historical CTR because 70%+ of the time, your ad is what searchers are looking for. You will pay pennies per click and decrease the normalized Quality Score and historical account CTR of any competitors bidding on your brand or company name!”

3) Brand keywords yield lower CPCs and higher click through rates, which can also mean lower cost per acquisitions.

4) Overall search revenue may be higher:

From Certified Knowledge:

“…Paid search allows you to increase your overall profit (in the vast majority of cases)”

From 3Q Digital:

“…brand keywords increased total brand conversions (SEO+SEM) by around 10% even though competition was rare on both paid and organic listings”

From Econsultancy:

“… investment in brand paid search delivers incremental revenue. As soon as we paused the ads, the total revenue from search dropped and wasn’t fully compensated via other channels”

From Enquiro Research:

“When a brand name is the top result in both natural and paid search results, 83% of consumers looking to buy would consider a purchase. Without paid search, however, the same brand name as the top result in organic search only obtains 73% purchase consideration”

As with everything else PPC, you ultimately must decide what’s best for YOUR brand because every industry, company, product and/or offer is different. The only way to know how buying brand keywords impacts your bottom line is to test it yourself. Pause your branded PPC campaign and/or ad group for a set time frame, then closely monitor organic traffic and overall conversions to see if you experience significant decrease in traffic or loss in revenue.

NOTE: You as an advertiser can file a Google AdWords trademark complaint letter specifically advising Google that you do not want other advertisers using your trademark in their ad. However, this does NOT mean advertisers must stop buying your trademark. You would probably need your lawyer to send a cease and desist directly to the company because the search engines clearly state they do not police this on their advertiser’s behalf.

Read the Google AdWords trademark policy, and here’s the link to file trademark complaint letter.

Be A Keyword Groupie

By | keywords | No Comments

Relevancy. It’s all you hear Google talk about. And, it’s everything when it comes to building and managing your Google AdWords account.

Google AdWords consistently makes updates to their algorithm to ensure they deliver the highest quality ads to the right audience. One of the most important measures implemented years ago was Quality Score, which ultimately determines how much you pay per click and your Ad Rank, which determines the ad position in the auction. Read Google’s help section for detailed description of Quality Score.

Your account structure and keyword grouping are essential factors in building effective and profitable PPC (pay per click) campaigns with high Quality Scores. In order to achieve high Quality Scores, advertisers should group their keywords into tightly themed and well-organized groups with highly targeted ads. Create as many small, highly themed ad groups as necessary. I aim for groups with no more than 50 to 100 keywords, but smaller groups of 20 or less are often more ideal for certain accounts.

Categorizing keywords into themed groups may seem daunting. But never fear, there are tools to help make your job easier. Wordstream’s Free Keyword Grouper tool is an easy and handy option. You can also research other free and/or paid tools by Googling “keyword grouping tools”. You may decide not to group your keywords as suggested by these tools, but it gives you place to start.

What if you need to restructure an existing account that may have grouped unrelated keywords in a single ad group? Typically you’ll find a handful of keywords in any ad group generate the most clicks, leads and/or orders. I usually leave those best performing keyword in their own existing ad group, opting instead to move all other lower volume keywords into new ad groups. And remember, per Google: “breaking keywords into new ad groups or campaigns (without changing the ad text or landing page) has no effect on their Quality Score. But moving a keyword to a new ad group that has new ad text could change your Quality Score, because that can affect user experience.”

More relevant keyword groups can result in higher click through rates and lower minimum bids – so get in there and restructure and optimize! And remember, optimization isn’t a one time thing – you must constantly monitor Quality Score and performance metrics for new areas in need of further optimization.

Landing Page Optimization

By | Landing Pages

So often overlooked and underestimated, landing pages are a crucial aspect of your overall campaign performance. Following are best practices from a Marketing Experiments Landing Page Optimization certification course:

The emphasis of your landing pages should immediately answer the following visitor’s questions:

  1. where are they
  2. what can they do
  3. why should they do it with you.

If you can’t answer the aforementioned within the first 3-5 seconds of the visitor arriving to your page, you’ll hinder the conversion process.

CLARITY OF VALUE PROPOSITION:

  1. Value proposition is the primary reason why a potential customer/prospect should buy from you. You must be able to identify and clearly express an effective value proposition in 10 words or less.
  • How are you different your competitors?
  • Why should visitors buy from you instead of your competitors?
  • Compare your claim with main competition – are you truly different?

2)  You have 3 seconds or less to answer the following questions visitors are looking to answer when they arrive to your site:

  • Where am I at?
  • What can I do?
  • Why should I do it?

* If you don’t answer these questions, visitor will leave *

3) You must maintain conversion process momentum. Every element at every step of the conversion process must either state or support your value proposition, and answer the Where, What & When questions – from ad text, to landing page to confirmation page.

  • Images should communicate and/or support your value proposition, rather than just taking up space
  • Design, colors, etc. should be consistent and each element should support your value proposition.

CLARITY TRUMPS PERSUASION

If you aren’t clear about what action you want a visitor to take on your site, or the path they need to follow to complete that action, no amount of gimmicky ad copy or sales pitches will persuade them to move forward.

FRICTION:

1) Friction is psychological RESISTANCE to a given element in the conversion process, which exists ONLY in the mind of the consumer, not on your landing page.

2)To increase conversion, you must decrease Friction. You cannot eliminate Friction. If you do, you eliminate the sale.

3) Two components of Friction are:

  • Length: Design elements including length of pages, field layout, number of fields, etc.
  • Duration: Design elements including format of pages (is eye path confusing or hindering visitor away from maintaining conversion process momentum?), options selections (are there too many?), button design, etc.

4) Common errors that lead to Friction:

  • Too many unrequired fields on a single page. Only request absolutely required info in first phase of process.
  • Primary offer in right or left columns, which should generally only be reserved for navigation or supporting elements (e.g. testimonials, graphics, accolades, etc.)
  • Concentrating selling efforts on offer page only. You must sell on every page of the conversion process, right through to the thank you/confirmation page.
  • Too many products or listings on one page
  • Navigation that changes from page to page, or is presented in unconventional ways (e.g. buttons or tabs that look more like images or part of the site design, rather than navigation)
  • Vague, ambiguous or “harsh” call-to-action buttons, like Submit, Register, Continue or Next Step, instead of Add to Cart, Choose Product, Buy Now, Join Now, etc.)
  • Extra steps or content that distract or remove visitor from the conversion process.

ANXIETY:

1) Anxiety is the psychological CONCERN stimulated by a given element in the conversion process. Friction is a rational resistance, while Anxiety is often irrational.

2) While Anxiety may be stimulated by a legitimate concern, its degree and impact are often disproportionate to the measure of risk. In practice, a fundamental understanding of the psychological aspects of Anxiety calls for “over-correction” in the conversion process.

3) Common sources of Anxiety are:

  • Quality of service (am I getting what I was promised?)
  • Reliability of product (will the product work?)
  • Credit card security (is it safe for me to provide my info?)
  • Price (can I buy for less elsewhere?)

4) Ways to effect an over-correction:

External Factors (what others say about you):

  • Security seals – placed near source of anxiety
  • Credibility indicators (e.g. BBB, Trust-e, etc.) – must be familiar to the visitor in order to truly convey credibility
  • Testimonials – specific to source of anxiety (e.g. if visitor has anxiety about whether they are getting the best a price, a testimonial about your low prices next to your price list will lessen anxiety)
  • 3rd party ratings – Pricegrabber, BizRate, YahooStore, etc.

Internal Factors (what you say about yourself):

  • Ad Copy, language, tone
  • Personalization
  • Images
  • Colors and themes
  • Privacy Policy
  • Satisfaction guarantees
  • About us page – one of the most important but least optimized pages, this is where visitors often to go to figure out how legit you are
  • Complete contact info (reassure that visitor has multiple options, including phone number, to speak with a real person)

Optimization Approach:

  1. Express Value Proposition
  2. Reduce Friction
  3. Address Anxiety

Know Your AdWord Limits

By | Adword Limits

While most Google AdWords advertisers will never reach their account limits, it’s always helpful to know what those limits are. Account organization and ongoing restructuring is an important part of optimization and knowing your account limits is especially important if you are fast becoming a “Keyword Groupie”. You can read more about how to be a “Keyword Groupie” here.

Per Adwords help (scroll down to AdWords accounts limits section), here are some basics:

  • 10,000 campaigns
  • 20,000 ad groups per campaign
  • 10,000 keywords per ad group

Google Ad Sitelinks and Tracking

By | Tracking

Announced in Fall of 2009, Ad Sitelinks is an AdWords feature that lets you include additional links to deeper content within your Google text ad. Per Google’s blog here:

“Rather than sending all users to the same landing page, Ad Sitelinks will display up to 4 additional Destination URLs on your search-based text ad for users to choose from. By providing users with more options, you can create richer, more relevant ads that improve the value of your brand terms and other targeted keywords.”

They use Priceline as an example:

sitelinks

Ad Sitelinks can be found under the Ad Extension section of your Campaign settings. The many benefits for AdWords advertisers include ability to:

  • Show FIVE links in your ad, instead of one
  • Promote specials offers (e.g. holiday promos, free shipping, 10% off first purchase, etc.), increase awareness of and/or push new products, etc.
  • Potentially control additional ad real estate in the results pages, a great advantage if you’re in a highly competitive vertical

See Chris Zaharias comment in this Rimm-Kaufman blog, which includes links to a few case studies showing how advertisers actually increased their CTR via Sitelinks.

NOTE: Not all ads qualify to display Sitelinks in results and you can read more about Google’s “quality criteria” here.

TRACKING:

To track each sitelink separately you will want to append ValueTrack identifying query parameter to the destination URL of the sitelink – AdWords provides direction here. As an example:

Sitelink 1: Get Free Quote – http://www.ppc-buyers.com.php53-2.dfw1-2.websitetestlink.com/quote?origin=sitelink&campaign=ppcbuyers&sitelinkname=quote&keyword={keyword}&matchtype={matchtype}

Sitelink 2: Our Services – http://www.ppc-buyers.com.php53-2.dfw1-2.websitetestlink.com/services?origin=sitelink&campaign=ppcbuyers&sitelinkname=services&keyword={keyword}&matchtype={matchtype}

Sitelink 3: PPC Packages – http://www.ppc-buyers.com.php53-2.dfw1-2.websitetestlink.com/packages?origin=sitelink&campaign=ppcbuyers&sitelinkname=packages&keyword={keyword}&matchtype={matchtype}

Sitelink 4: Landing Page Optimization – http://www.ppc-buyers.com.php53-2.dfw1-2.websitetestlink.com/lpo?origin=sitelink&campaign=ppcbuyers&sitelinkname=landing+pages&keyword={keyword}&matchtype={matchtype}

Tagging your links will result in your landing page URLs being tracked with the additional sitelink parameter, which means you can view stats in Google Analytics. They will appear as a separate entry in Top Content reports and you should also be able to view stats in the AdWords section of the Traffic Sources section in Analytics.

  • Navigate to Traffic Sources > AdWords > Campaigns (or other level)
  • Select “Landing Page” from the second Dimensions drop-down menu
  • Click “Advanced Filter under “Filter Campaign” drop-down
  • Select “Landing Page” under Filter Dimensions, type “sitelink” into empty field and click “apply filter”
  • Here you’ll see visits, goals, etc for the AdWords sitelinks you tagged, with keyword and match type data captured as well.