“Can I bid on my competitors brand name?” is one of most common questions we get asked here at Digital Gearbox. There is a deal of controversy surrounding this topic in the world of PPC; indeed, most of it stems from a lot of less seasoned advertisers being under the impression that this form of advertising is illegal. Sneaky it may be, but illegal? Most certainly not. In fact however, it’s a form of advertising that will help new customers discover you when they were initially intending to purchase or enquire elsewhere. [Read more…] about Can I Bid On My Competitors Brand Keywords?
Depending on your industry, Christmas is very often a time when your PPC spend can go through the roof and, if you’re not careful, your ROI can plummet. Ensuring your PPC accounts are fully optimised can make sure the extra spend = extra sales.
Here are our 5 tips to make sure you get the most out of your spend this Christmas season: [Read more…] about 5 Ways to Avoid Wasting Money on PPC this Christmas
If you are new to PPC, then it may seem a little daunting and with so much information to take in at one time you may overlook or not know some of the most important things to consider when starting a PPC campaign. The three main PPC platforms are Google Adwords, Microsoft Adcentre and Yahoo Search Marketing and all work in a similar way to each other, the main difference simply being that they serve different audiences.
Here’s a list of the top 5 things you need to keep in mind when starting a PPC campaign:
1. Conversion Tracking
Google and the other PPC platforms all offer you the chance to track “conversions” for free. All that you need to do is put a simple code on the order confirmation page if you are an ecommerce site, or if you are a non e-commerce site then you can put the code on any page that is of importance to you, so perhaps an email sign up page.
The programme will record a “conversion” next to whichever keyword the searcher used to find you, this way you can tell which keywords work for your website and which don’t. With this level of information you can make educated decisions on which keywords you should be spending your money on and which you shouldn’t, thus saving you a potential fortune.
You can set up more than one “conversion” too, so if there is another page that you would like to see if people visit then simply set up another conversion code and place it on the page you want to track.
If you haven’t set up conversion tracking yet, then stop reading the rest of this blog and go straight to your web guy and get them to do it there and then! It should only take 10 mins max! To get the code, simply click “Conversions” under the “Reporting and Tools” tab within Google Adwords and follow the instructions. At the end you’ll be given a code, pass that on to your web guy and tell him which page you want the code on.
2. Negative keywords
Imagine you sell clothing online and so you advertise on the keyword, shirts. This is known as a broad match keyword. A broad match keyword means that google will show your ad on relevant variations of your keywords, even if these terms aren’t in your keyword lists. Keyword variations can include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords. So for the keyword shirt, your ad could show for the keywords: shirt, shirts, cheap shirts, mens shirts, rubbish womens shirts, second hand shirt.
So if you only sell new mens shirts, to stop people searching for womens shirts or second hand shirts from visiting your site and costing you money in clicks, you would use negative keywords to stop your advert being shown on these keywords. So you would add negative keywords for “womens”, “second hand” and any other related words that you don’t want to appear for. The main benefit of adding in negative keywords are that you will save yourself money as you’re stopping people clicking through to your website that are never going to buy from you. [Read more…] about Top 5 PPC tips for beginners
- To understand where you want to go with your PPC you have to first fully understand where you are. Take a good look over your account as it stands at the moment and do a thorough health check. Check that you aren’t squandering cash into non-profitable adgroups and keywords, check ads link to the right places, check the adtexts are accurate etc. Hopefully you run these sort of checks regularly anyway!
- Take a look into your PPC performance last Christmas. Adwords thankfully stores so much data, all of which is invaluable in making the right decisions for your account. Look at what worked and what didn’t and use this information to help guide your decisions for this Christmas period. [Read more…] about Start getting your PPC ready for Christmas now
- ROI – Whilst impressions, clicks, CTR (click through rate) and costs are all important components that contribute to the ROI, these metrics only show part of the picture. ROI is one of the key metrics to see quickly how your keywords, adgroups and campaigns are performing.
[Read more…] about Top 5 PPC Metrics