Your PPC Campaigns: How to Turn Up the Heat
                                             A Guide to Best Practices




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Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




            Algorithms aside, su...
Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




            Campaign Structure:
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Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




                 Campaign
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Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




            Campaign Budget:
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Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices



                  Look at the exa...
Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices



             Account Settings:
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Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices



                  Devices – For m...
Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




            Ad Copywriting: Sedu...
Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




                  Elements to lo...
Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




             Keywords:
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Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




              Tip
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Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




            Bid Management:
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Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




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Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices



                  Automated Bid M...
Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




            Landing Pages:
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Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices



                  And test, test,...
Your PPC Campaigns: How to Turn Up the Heat
                A Guide to Best Practices




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PPC Best Practices Guide (by Position2)

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Transcript of "PPC Best Practices Guide (by Position2)"

  1. 1. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices If you want your account to truly deliver, to truly perform at optimum levels, here are the basics any PPC campaign manager needs to know. The experts at Position2 explain the significance of each best practice. Sneak a peek at their processes. Surround & Intent Marketing Surround & maximizes customer response through a Intent data-driven understanding of online behavior that Marketing predicts intent, and drives action through a dynamic combination of search and social media marketing. 2 Position , 366 Cambridge Avenue. Palo Alto, CA 94306 USA. Phone: 650-618-8900 | Toll-free(US): 800-725-5507 | www.position2.com
  2. 2. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Algorithms aside, successful search engine advertising requires a human touch. Today’s advertising campaign manager needs to look at significantly more parameters, more frequently than ever before. Gone are the years of the simple closed-auction where your ad was shown based on the bid price. Search engine algorithms are more complex, consider many more factors and make the playing field highly dynamic and incredibly unpredictable. And that makes your campaign more complex. But one thing remains clear: The more you experiment and practice, the more you engage, the better you get at your craft. The proof is in the pudding – the metrics that benchmark your campaign efficiency and drive your tactics. To help you improve those metrics, we have put together this guide to all the best practices we know and use. For the novice campaign manager, it’s a place to start. For the experienced manager, it’s a place to reflect. Best practices are a guide to what has been successful and acceptable. But they’re also something to push against when that unique situation rises up and you find you have to make a judgment call. Campaign Structure Where Goals Turn into Plans Campaign Budget Placing the Right Bets in the Right Places Account Settings There are 7 layers Building a Better Dashboard of successful PPC campaigns. Ad Copywriting We’ll tell you what they are, Seduction in Three Lines why they matter, and how to make them work for you. Keywords Entering the Mind of Your Customer Bid Management The Technology Platform User Wins the Day Landing Page Optimization Where Clickers Become Prospects To illustrate how best to navigate these 7 layers, we have created an imaginary cell phone/PDA website, driven by eCommerce transactions, called www.phonessence.com…. Surround and Intent Marketing – Knowledge Series | © Position 2 02
  3. 3. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Campaign Structure: Where Goals Turn into Plans Have you had that “goals” conversation yet? Why? Because you really want to have well-defined goals for your PPC campaign before you design your campaign structure. It all begins by clearly defining what you want the end results to be. Once this strategy is firmly in mind – and down on paper – you can turn to building a solid structure to support those goals. No matter which search engine, your ad campaigns are built on three fundamental principles: Account, Campaign and Ad group. Account Campaign Ad group Nokia models Nokia Deals on Nokia Phone Essence Blackberry PDA Samsung Fig. 1: Example Campaign Structure Account Your corporate account is the umbrella under which everything in your campaign occurs and is measured. This is where you inform the search engine about your business and about billing. Typically, one company has one corporate account. However, in more advanced cases, you can add accounts by working directly with a search engine sales rep. In our example, let’s call the account “Phone Essence.” Surround and Intent Marketing – Knowledge Series | © Position 2 03
  4. 4. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Campaign How many campaigns do you need? You can have more than one. In our illustrated example we have two campaigns, one for a cell phone brand name, Nokia, and another for a product category, PDA. But you could get a lot more granular. Several brand name campaigns, for example, iPhone and Blackberry as well as Nokia. Target group usage would be another way: phones for business and phones for gaming. We are showing a campaign for a product category – PDAs in this case. But it could also include handhelds. Geo targeting is another way to create campaigns: you can have a campaign for each country, state or region. Budgets are set at a campaign level. A better campaign structure ensures optimum budget utilization. Ad group The final level is the ad group. Each ad group is associated with multiple keywords. Ideally the ad group should have keywords relevant to a specific theme. In our example, the ad groups that relate to the Nokia brand campaign are “Nokia models” and “Deals on Nokia”. For the PDA product campaign, the ad groups are “Blackberry” and “Samsung”. Each ad group has a set of common ads linked to each keyword. How you name your elements is vital – campaign names, ad group names – because this provides valuable information to the search engine algorithm about the theme of the campaign. This parameter impacts quality score and helps determine where ads are shown in content campaigns. Tip Each campaign should have 5-8 ad groups. This way you will get better use of your budget across ad groups, a more equal distribution of resources. Create separate search and content targeted campaigns. For content campaigns, create ad groups with a maximum of 10-12 focused keywords. Surround and Intent Marketing – Knowledge Series | © Position 2 04
  5. 5. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Campaign Budget: Placing the Right Bets in the Right Places What are you willing and able to pay for any given PPC campaign? That’s your budget. That’s your spend. Your budgets are set at the campaign level, with daily limits locked in. For example, if your overall budget is $3000, your daily limit might be $100 across all campaigns. Setting the right budget It can get tricky. If you have historic data on clicks and conversions, use those benchmarks to set the budget. Otherwise, there’s the Google Traffic Estimator. You can tweak this tool in any number of ways to test a keyword for Cost Per Click (CPC) and estimated daily budget. It’s a place to start, and you can fine tune from there. Fig. 2: Google Traffic Estimator The Downside Bad budgeting hampers the performance of your campaign in three primary ways. Underutilization. A campaign that doesn’t spend the entire budget allocated to it can negatively impact the overall account. There may be other campaigns not getting a big enough budget. Low bidding on keywords often leads to underutilization. So watch for it and change budget allocations based on actual need. Underserved. In this case, the budget gets exhausted and your ads stop showing. Increasing the budget may fix the problem, but identify the cause for fast consumption. Look at the keywords getting a lot of clicks and be sure the conversion rate measures up. If not, pause those keywords. Cannibalization. One or two ad groups devour the entire campaign budget, and other ad groups get little or no exposure. Surround and Intent Marketing – Knowledge Series | © Position 2 05
  6. 6. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Look at the example below on how campaign restructuring can solve budget problems. Phone Essence: The Budget In our example we have two campaigns, “Nokia” and “PDA”, and their ad groups. The Budget/day column shows how the budget has been set for the campaign. The Spend/day column displays the ad group consumption break down—what’s really going on. Campaign Ad group Budget/day Spend/day Campaign Ad group Budget/day Spend/day Nokia $100 $101 Nokia $100 $101 Nokia models $43 Nokia models $43 Nokia deals $33 Nokia deals $33 Nokia offers $15 Nokia offers $15 Nokia acessories $10 Nokia acessories $10 PDA $100 $50 PDA $55 $50 PDA core $25 PDA core $25 PDA fringe $15 PDA fringe $15 PDA deals $10 PDA deals $10 Nokia - 2 $45 Before Nokia offers $15 New Campaign At a glance Nokia acessories $10 The Nokia campaign is underserved. The daily budget is exhausted. After The ad groups “Nokia offers” and At a glance “Nokia accessories” are not getting exposure. Create a new campaign “Nokia 2” and shift over The PDA campaign is underutilizing the the ad groups that are not getting exposure. set budget. Reduce the budget for “PDA”, or increase the keyword position and check the performance. The overall budget stays the same: $200 a day. Tip Scale the daily budget to 10-15% above the prevailing consumption pattern. For non performing adgroups create separate campaigns with limited budgets. Surround and Intent Marketing – Knowledge Series | © Position 2 06
  7. 7. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Account Settings: Building a Better Dashboard The choices you make here define how and where your resources get deployed. If you fine tune your settings for each campaign, the metrics that come out the other end are going to make a lot more sense, and be a lot more useful. Be detailed, be precise and be specific here. Fig. 3: Google Account Settings Screen Networks – Where your ads are shown Search: Your ads are shown in the Google search engine and partner networks, like AOL. Content: Your ads appear in sites that are part of the Google Adsense network. You can not choose the sites where your ads appear, but you can exclude sites where your ads should not appear. Managed content/ Site targeted: With this option you can select sites from a list for ad display. Tip Always set up separate campaigns for Search and Content options. Surround and Intent Marketing – Knowledge Series | © Position 2 07
  8. 8. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Devices – For maximum visibility, be sure your ads appear on mobile devices. More than 60% of webpage views now happen on the go, not in the office. Desktop and Laptop Computers. Your basic default option. iPhones and Mobile Devices. Normal text and image ads will appear on devices using a full browser to access sites. Tip Maximize your exposure by selecting “All devices”. Ad scheduling – Set the time of day your ads should appear. A very powerful feature, and one you can leverage by analyzing the behaviors of the audience you want to reach. Tip Take an hourly report on campaign performance to identify times of peak interest. A pattern will emerge. Dial in the schedule for maximum ad impact. Location – Why advertize where you do not need to? If you do not do business in New Zealand, ads served there will waste your budget. Your location setting alerts the search engine to steer away from IP addresses that do not match your parameters. Tip Regional campaigns: If you are targeting US and B2C, clone all of your campaigns and establish dedicated campaigns for each region. As your campaigns pick up, tweak your budgets according to which regions perform best. Position preference – Tell the search engine where you want your ad to appear on a given page. You can choose any position between 1 and 10. As your campaign develops, pay close attention to where your ad gets the best results. You can set position preference for all keywords at campaign level. Tip Choose as broad a range of positions as comfort allows because setting the position preference can dramatically reduce the number of impressions or clicks you receive. Targeting only one or two positions is not a good strategy. Surround and Intent Marketing – Knowledge Series | © Position 2 08
  9. 9. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Ad Copywriting: Seduction in Three Lines A customer will encounter your ad if they search with a keyword, or if they’re browsing a content site relevant to your ad placement. There’s one thing you can depend on: Your ad won’t be alone. It will be surrounded. So where’s a potential customer supposed to click? If they do not click on your ad, your campaign effectiveness zeros out. You only have three lines to work with. The ad title line is limited to 25 characters. The two copy lines and URL line are each limited to 35 characters. So you do not have room to be anything but specific. Keywords count. If a customer uses a keyword to search, and your ad has that word, it will be displayed in bold in your ad. And that may be enough to grab the eyeball and score the click. Test, then test again There is nothing about search marketing that can’t be measured. And that includes your ads. Change your messaging. Test the results. Then change again. Use the grid We’ve built a simple grid to keep track of ads running in two campaigns at Phone Essence. The ad groups are “Nokia Models” and “Nokia Deals”. You’ll see four blocks of ads for each ad group based on keyword themes. Each line of copy displays its character count based on inserted length formulae. You could assign codes to each ad to streamline the tracking. 1 2 AdGroups ---- Nokia Models Nokia Deals Themes A keyword Buy All Nokia Models 20 Looking for Nokia Deals? 24 Dest details/compare Get the best deal on Nokia phones 33 Get the best deal on Nokia phones 33 Proce comparison available 26 Proce comparison available 26 www.phoneessence.com/Nokia 27 www.phoneessence.com/Nokia 27 Buy All Nokia Models 20 Top Nokia Deals online 22 B Oldest store Free shipping Top online Nokia seller for over 33 Top online Nokia seller for over 33 10 years. Free shipping all US! 31 10 years. Free shipping all US! 31 www.phoneessence.com/Nokia 27 www.phoneessence.com/Nokia 27 Monthly low payment Buy All Nokia Models 20 ThePhoneStore Nokia Deals 25 C $25 accessories Get monthly low payment option & 32 Get monthly low payment option & 32 accessories worth $25 free! Hurry 33 accessories worth $25 free! Hurry 33 www.phoneessence.com/Nokia 27 www.phoneessence.com/Nokia 27 D Wide range Buy All Nokia Models 20 Deals on Nokia Phones 21 $25 accessories Choose from the widest range online 35 Choose from the widest range online 35 $25 in accessories free, buy now! 33 $25 in accessories free, buy now! 33 www.phoneessence.com/Nokia 27 www.phoneessence.com/Nokia 27 Fig. 4: Ad Creation Template Surround and Intent Marketing – Knowledge Series | © Position 2 09
  10. 10. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Elements to look for Keywords: Some keywords are likely to perform better Nokia E 71 offers than others. You are only going to find out by testing all the Get amazing deals on Nokia phones. variations in all the ad groups. This could get really $25 worth accessories & Free shipping confusing really fast, so take your time and understand www.thephonestore.com how this grid can work to your advantage. Competition: Your ad will never be alone, and your Nokia E 71 offers competition may be using a similar come-on. You need to Get amazing deals on Nokia phones. monitor your competition. If you are offering 10% off on a Free accessories & Shipping product, and they are offering 15% off, guess who’s going www.thephonestore.com/NokiaOffers to get the click? Fig. 5: Ad Creation Template UVPs and Benefits: Do not simply scatter unique value propositions among your ads. Test how each one performs in each ad group. Make ads for each UVP. And Display URL: Use the display URL area for use the grid to be sure you have covered every possible messaging as well. So in our example, here is how we could creatively use that extra space. combination. Display URL: Those characters you are allowed for each line of ad copy are like rubies, so be sure to use them. Use the URL line to your advantage. Tip Do not have more than 3 or 4 ads in any given ad group at one time. Setting limits will make your testing coherent. If you have more ads, test in phases, replacing the worst performer with a new set. If an ad performs well, do not edit it. You will lose the quality score associated with the ad. Customers search with keywords, so ensure keywords are in your headline. They will appear bold, and will make your ad pop with relevance. Make sure your website content matches your ad. Customers should land on a page that mirrors (or is closely linked to) the message in the ad they have clicked on. When writing ad copy, be direct, be concise and be active. This encourages action. If a word isn’t relevant to your business or product, do not use it. Surround and Intent Marketing – Knowledge Series | © Position 2 10
  11. 11. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Keywords: Entering the Mind of Your Customer Keywords connect you and your product or service or benefit with the seeker. Nothing could be more exciting! The first challenge is to identify potential keywords – you need to think like your customers: what motivates them? What terms do they use when they search for your product or service? What terms are identifiable with your product? The second challenge is to make sure you are one step ahead of your competitors in identifying as many keywords as possible. There is a method to the madness, and then there’s testing. Do not just think a keyword won’t do you any good: Prove it. The kinds of keywords Core keywords: Immediately and obviously relevant to your product/service. Can you summarize the core emphasis of your campaign? “Buy Nokia E72”, or “Nokia deals”, or “Nokia offers” are core keyword examples for the “Nokia” campaign. Core keywords will have high CTR and conversion rates, as well as high competition and higher CPLs. But they are your volume drivers. They also give you visibility that helps in building your brand. So you need to use these. Fringe keywords: Remotely related to core keywords. Base your fringe keywords on a product category. In the Phone Essence campaign, “Nokia service center” and “phone charger” are fringe keywords that catch a potential customer who isn’t looking to buy a cell phone, but who may be converted. How enticing is your offer? Competition would typically come from service centers. Bid price will be medium, and CTR and conversion rates will be low. Corporate/ brand keywords: Brand names and trademarks. You can bid on them. Competition, CTR, and conversion rates will all be high, but not as high as core keywords. Long tail keywords: “Blue-colored Nokia E72”. That’s your basic long tail keyword. Longer than three or more words. It falls within the general context of your campaign, but is so specific that the impression numbers will be very low. But they will also be extremely relevant. As a consequence you get a high CTR and high conversion rate. The bid price on long tail keywords is low. Long tail keywords are best managed with an automated bid management system. Use an automatic keyword generator, then look at the analytics for organic keywords that convert. Behavior/ benefit related keywords: For the Phone Essence campaign, you would imagine every possible opportunity or reason to buy a cell phone. “Birthday presents for teenagers”. “Email on the move”. Use a process of discovery to generate the first set of behavior keywords, then expand the set using tools. And keep testing, testing, testing. Surround and Intent Marketing – Knowledge Series | © Position 2 11
  12. 12. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Tip Using terms related to your product/service/brand, see what kinds of organic search results turn up. Browse for ideas. Go to your competitors. Search the meta tags on their sites for their keywords. Use tools to develop variations on keyword themes. Check out the Google Keywords Tool, MSN Adcenter, Wordtracker, Keyword Discoverer. Use Google’s advanced search options to explore long tail keyword ideas. Search and browse Wikipedia and other encyclopedias to expand category and keyword lists. Search on Ask.com, using the “Narrow Your Search” and “Expand Your Search” options to get a greater variety. MSN Adlab Keyword Mutation tool helps identify the ways in which keywords can be misspelled. You can check which keywords your competitors are bidding on at compete.com, spyfu.com, keywordspy.com, and semrush.com. Check out the Google Wonder Wheel to drill down to the most relevant search terms. In fact, you may want to start here. Surround and Intent Marketing – Knowledge Series | © Position 2 12
  13. 13. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Bid Management: The Technology Platform User Wins the Day Effective bid management is directly linked to your bottom line. That beautifully designed business vehicle you have built into a PPC campaign? Bid management is where the rubber meets the road. You want to get it right. We are talking about setting a bid for each keyword in your account – the right bid – and all too typically, there can be thousands of keywords in an account. Fortunately, search engines offer a range of tools to help simplify the management process – auto alerts, bulk bid change options, the ability to change bids based on criteria, etc. Here are some best practices to help you sort your way to success. Set objectives: Before you even begin with bid management, make a list of objectives and define the key performance indicators (KPIs) for your campaign. Where is it you think you are headed, and how will you know when you’ve arrived? KPIs can include cost per conversion, total leads accrued, cost per click. Use a combination of market research for your business, and gut instinct, to come up with a working number. But remember, you aren’t carving in stone. There’s a lot of trial and error in your future, a lot of modification as critical data pours in. For the sake of argument, let’s say we are ready to pay $50 for a sale. Our cost per conversion, then, is $50. With a conversion rate of 5%, the base CPC is $2.50. This is the kind of data you use to launch campaigns. In the first 30 days… Review account and keywords every day and adjust bids. Start with high bids that get the keywords into the top 3 positions, avoid the expensive position 1. If the first page bid is extraordinarily high -- $5 or more – Google Ad Words thinks the keyword shouldn’t be in the ad group. Change the keyword match type from “Broad” to “Phrase” and see if this lowers the minimum bid. If not, try “Exact Match”. These keywords are more Below first page Raise its bid. expensive than broad or phrase match type. Search numbers for bid exact match keywords are low, but the traffic they drive is relevant. Take a final call based on bid price, position, spend, and conversion. If the keyword first page bid is still too high, check relevancy and bid accordingly. Step 1 Look for first page bid alert If avg. CPC greater 1.0 to 1.5 than 2x the target CPL. While doing this be sure of your keyword Inc. bid so they are in relevancy. And keep Rank by Avg. 3.1 to 3.4 position 1.5 - 3.0 Above Position and track of your spends. first page perform If you’re dealing with bid following 3.5 to 4.5 Inc.bid marginally very broad keywords, actions bidding high on them 4.6 - 10 Inc. bid more might cost you all the ad spends. 10 - 20 Inc. bid substantially Surround and Intent Marketing – Knowledge Series | © Position 2 13
  14. 14. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Conversions can be registrations, sales, transactions, etc., based on your objectives. If the average cost per transaction is within an acceptable range for the cost per action, increase the bid to bring the keyword to average position 1.5-3.0. Look at the cumulative cost per With conversion to strike a balance between expensive and cheap Increase bids conversions keywords. If a keyword produces transactions, but the cost per action is too high, check the relevancy and decide whether or not to delete it. These will hurt your quality score, so keep your eye on them for the With high first few days, and delete them quickly. Some keywords may get a impressions, Delete thousand impressions but no clicks. If they are relevant move them but 0 clicks to a different ad group, using the top searched keywords in the ad headline. Step 2 Active keywords, look Sort keywords by cost and mark for deletion any of the top keywords for the showing zero conversions. Test keywords in all match types. If the following: keywords are active in all three match types, bid high for exact With high match keywords. The possibility of conversion is high and the costs but 0 Delete conversions. keyword with the higher bid will get preference, if the keyword still has high costs. If the CTR is less than 1% move the keyword to a different ad group with a similar click count and focused ads. See if the CTR improves and also leads to conversions. Low CTR Check for relevancy. If they are core keywords and have been (under 1%) grouped with broad keywords, they may be underexposed. Broad and no Delete keywords tend to eat up the budget. Rather than deleting, re-cluster conversions. them in a different campaign with focused ads and budgets. There is an exception to this rule of thumb. You will sometimes have a keyword with low CTR, but a high number of clicks. This happens when the keyword is too broad. Change the match type and test. If the keyword still has low CTR, eliminate it. Surround and Intent Marketing – Knowledge Series | © Position 2 14
  15. 15. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Automated Bid Management You might want to consider a technology platform like the Position2 AutoBid Recommendations Engine to ease your pain. The basic idea is to simulate the search engine bidding environment to arrive at optimum bid values for each keyword, and automatically change bids using APIs. The Position2 AutoBid Recommendations Engine uses complex algorithms that simulate the search engine environment specific to your account to predict and identify the optimum bid for every keyword based on ROI. And it does this daily. You identify the keyword, the ad message, and the landing. AutoBid does the rest – for every keyword. Here's how: Fig. 6: Illustration of how the AutoBid engine identifies the best bid. It does this for every keyword. Imagine the performance you can achieve! Plots curve of expected clicks Predicts conversion rate Data points Clicks Costs Conversion rate It looks at your existing bids and plots the curve that Conversion rate is modeled based on algorithms helps identify clicks at various cost points Identifies optimum CPA! Identifies optimum CPA for each keyword Target CPA CPA Cost Cost Optimum bid for target CPA is identified. Optimum CPA for each keyword is identified. Identifies optimum budget allocation to keyword To see if the tool can make a difference, take it for a fast drive and see how your Spend campaign is performing. Click here for more information: Conversations Overall budget allocation for optimum performance is identified and bid changes recommended based on this. Surround and Intent Marketing – Knowledge Series | © Position 2 15
  16. 16. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices Landing Pages: Where Clickers Become Prospects After all is said and done, after the campaign has been designed and defined, the ad groups established, the keywords selected, the ads written, the budgets set, the bids managed – it all comes down to the landing page. It's the zone of do or die, and should anyone drop in, you have under 10 seconds in which to work your magic. It's conversion time. You have to be absolutely clear and simple so your prospect does exactly what you would like, almost without thinking. No looking about. No clicking around. Whether you lead them to your website or a product page or a dedicated landing page depends on what your objectives are. Website works best for branding, but for lead generation you need to take users to the page where the action occurs. In the ideal scenario you should have a dedicated landing page for each campaign – essentially one for each product or service. An easy way to build this is by creating a standard template, and then modify text and image to match the campaign offers and objectives. We share an example of such a custom landing page. If you see, the design is the same, the elements in the page are different. Fig. 7: Example of using one template with multiple versions, for the same campaign. Surround and Intent Marketing – Knowledge Series | © Position 2 16
  17. 17. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices And test, test, test. Test multiple varaiations against each other to find the best performers. Simple A/B tests can be set up using Google Web Optimizer. The example below shows three tested versions of the same landing page where the only changes are placement of critical elements. Here, finding the best placement yielded a 40% conversion rate increase. Conversion rate = 5.2% Conversion rate = 5.9% Conversion rate = 7.3% Fig. 8: Landing page A/B test illustrations Tip Twelve questions to ask yourself before your landing page goes live: Does it clearly explain the product or service, and match the user’s search terms? Are there obvious links that lead users to other pages? (Ideally, there should not be any) Do you have customer testimonials to display? Are there stock images of people matching your target group profile on the landing page? If there’s an offer, is it obvious? Are there photos of the product? Is the cost listed, and have three values or benefits been clearly articulated? Do customers understand what they get when they fill out the form? What about a confirmation email? Is the form as short as possible? Is there a clearly visible call to action? Do you earn your visitor’s trust with social proofs, endorsements, and trust marks/symbols? Are all critical elements above the fold? Surround and Intent Marketing – Knowledge Series | © Position 2 17
  18. 18. Your PPC Campaigns: How to Turn Up the Heat A Guide to Best Practices About Position2 Position2 is a leading Search & Social Media Marketing firm that delivers continuous growth for its customers through its proprietary “Surround & Intent Marketing” methodology. The company's adaptive technology solutions are customizable to customers' evolving marketing needs. It delivers integrated Search & Social Media Marketing solutions that engages prospects at multiple touch-points in the online environment. This results in measurably improved marketing performance. The Position2 SIMKIT™ consists of three product suites that include Online Brand Solutions, Customer Acquisition Solutions and Technology Solutions. Online Brand Solutions Customer Acquisition Solutions Technology Solutions Brand Defender™ Performance Leads™ Brand MonitorTM Manage your online brand perception Acquire leads at optimum cost, Monitor news and social media, track with this 24/7 brand reputation volume & quality from across search sentiment and respond to tracking & management system engines & display sites conversations AutoBid Recommendations Brand Touchpoint Manager™ Social Leads™ Engine™ Maximize visibility for your brand and Acquire leads at optimum cost, Automatically manages bids for manage customer interactions volumes & quality from social improved performance with less costs across online channels networks & higher volumes PR Maximizer™ Trial Calibrator™ Analytics Configurator™ Plans, launches & optimizes your Calibrate online acquisition Actionable insights & PRs online for maximum ROI and parameters for newly launched recommendations on performance coverage products & services improvement at your website Website Calibrator™ Organic Rank Optimizer™ Conversion Optimizer™ Optimizes conversion paths at your 39 Point diagnostic audit on your Tracks and optimizes your site website & helps achieve better online website for search & marketing towards organic traffic or leads- marketing ROI effectiveness driven objectives 2 Position , 366 Cambridge Avenue. Palo Alto, CA 94306 USA. Contributors: Phone: 650-618-8900 | Toll-free(US): 800-725-5507 | www.position2.com Shweta Gaonkar, Manager PPC group Ajesh Bojanapalli, Team Leader PPC group Manisha Singh, Team Leader PPC group Sajjan Kanukolanu, Head Client Management – India Vinod Nambiar, Director Global Delivery Surround and Intent Marketing – Knowledge Series | © Position 2 18

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