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Tag: PPC

  • Why should you pay attention to your Quality Score?

    Why should you pay attention to your Quality Score?

    Quality Score is an integral part of any PPC Campaign. This makes it imperative to work upon enhancing the quality score of the keywords within the campaign. I would like to share with a few tips and pointers which could guide in improving the Quality score and of course, your revenue and ROI

    What is Quality Score?

    In Google Pay Per Click advertising (PPC), quality score is Google’s algorithm for the Adwords ad auction. An Ad words ad auction takes place if there is more than one bidder for the keyword with respect to the relevant search query. The beauty of quality score and PPC is that the better it is, the less you pay. That’s right.

    Quality score is inversely related to cost, so the higher your quality score is, the less you will pay for every click.The other great thing about a good quality score is that the higher it is, the better you rank in the ad auction. Quality score works on a scale of 0-10, 10 being the best.

    Below is the formula for Ad rank – the system that ranks ads in the Adwords auction.

    Ad Rank = Maximum Cost per Click x Quality Score

    In simple terms, your position and eligibility to enter into an ad auction is based on the maximum you’re willing to pay for a click, multiplied by the Quality Score that Google have assigned to you. This score is recalculated every time your keywords are eligible to enter an auction, so that users receive the most relevant adverts possible.

    Six Key Factors that Impact Quality Score.

    • Expected click through rate (CTR = Clicks/Impression x 100%)
    • Your Keywords relevance to ad copy
    • Your Landing page relevance, quality and user experience ( e.g. : ease of navigation, quick-load times, and minimum pop-ups)
    • The Keyword relevance to search query
    • Account history: the overall CTR of all ads and keywords in your account
    • Geographic, Site and Device Performance

     

    Understanding quality score @LogicserveDigi

     

    Microsoft’s Bing also assigns keywords with a ‘quality score’ using similar criteria but at the same time, it is not taken into consideration when determining how much you will pay, or where your ad will show. Rather, it is more of a tool that can be used to optimize your paid search campaigns.

    A high quality score enjoyed for a given keyword means that the advertiser could receive

    • Higher Avg. Position
    • Higher Impression Share
    • Lower Cost per Click

    This occurs in comparison to keywords of other competitors with lower quality scores.

    On the overall, High Quality Score keywords can be relied upon to drive in relevant traffic at lower CPC for enhancing revenue and ROIs too.

    Now, that we know why quality score is important, we can move on to Click-Through Rate which is the most important variable in this entire campaign. Beginning with, we have two important points to remember –

    • The Click-Through Rate influences the Quality Score to a great extent. The Click-Through rate is determined by dividing the number of times the ad was clicked on by the number of impressions, or times your ad is seen.
    • Paid search ads need to be highly relevant to the query searched. If your click-through rate is higher than other ads on the page, Google can deduce that your ad is good, and will give it a higher quality score. Alternately, if your ads have a low click-through rate, Google will assign it a lower Quality Score.

    Deducing the above, search is based on maintaining relevancy in the Ad copies and hence Google rewards advertisers with high Click-Through rate by offering them better rates on the relevant keywords as these ads keep consumers happy with the search results.

    To improve CTR:

    Have a good account build with short and tightly themed ad groups containing highly relevant keywords

    • Optimise Adcopy Text – Ensure that your ad copy is closely related to your keywords will further drive relevance by increasing your click through rate. The best way to do this is by having a mention of your keywords in your headline of the ad text, in addition to the description lines 1 or 2.
    • Remember – To include a call to action that relates to your business.
      • Example – Buy now! Or Call today!
    • Carefully consider the keyword match types.
    • Use negative keywords to improve the relevancy of your broad match traffic.
    • Analyze the Search Terms Report periodically for negative keyword ideas.
    • Be smart enough to recognize the high volume keywords and analyse their performance on important parameters such as Bids, Avg. Position, Conversion, Revenue metrics, Quality Score, Impression Share and others.

    LogicSpeak:

    In summary, it is necessary to pay more attention to CTR and Quality score as and when possible. The keyword bidding so undertaken is directly responsible for increase in revenue and thereby ROI

    Previous Post:Ways to optimise Social Media Channels

     

     

  • Tips for writing winning PPC ads

    Tips for writing winning PPC ads

    Pay per click Ad @LogicserveDigi

    Wondering how to write winning PPC ads which enhance your conversion rate and lead to better ROIs? With no dearth of tips on effective PPC ads available across the Internet, the most crucial ones have been listed out for better understanding.

    Use of clear language

    Keep ads as clear as possible. Even if you are a great fan of subtext and irony, people who see the PPC ads don’t have time to go through those. Hence, whenever you are thinking of a PPC ad make sure that things are put in succinct language.

    Personalized and expressive language

    Ads are meant to introduce your product and services to the people. There may be scores of other providers for the same thing. If you are trying to sell a product ‘A’, make it sound like product ‘A’ from you is better than others. Focusing on your USP in the PPC ad is a high impact strategy. People are more likely to click through if your ad suggests a niche feature offered by your product.

    Make an offer that they can’t refuse

    Make the offer right in the beginning. People want to see what’s on the offer the moment they lay their eyes upon the ad. More importantly they want to know what they can do with the offer. A very clear ‘Call to Action‘ in the ad is very important and this is what makes the ad click. Try to minimize the use of words while conveying the offer.

    Focus on Keywords, but keep intentions honest

    PPC ads should have the keywords that they are looking to target. While doing so, you should be honest about why you are using the keyword. The keyword should not look out of place or forced into the ad. The more natural the usage, the better will be the impact.

    Keep the jargons away

    If you are one of those who think that using jargons make you sound legit, don’t apply it to PPC ads. Jargons don’t attract a large class of audience and cannot be considered to add value to your ad.

    Writing a winning PPC ad takes a lot of effort and many tries before you get it right. Keep the message clear, and keep jargons away. People have a very short attention span.

    LogicSpeak:

    If you want to increase your success, make the ads succinct and at the same time accurate. PPC ads can return a lot of profit, provided they are done the proper way.

    Previous Post: How to Use Customer Service for Increasing Website Ranking

  • Buzz your Emails with Live Trends for Enhancing your Campaigns

    Buzz your Emails with Live Trends for Enhancing your Campaigns

    Email campaign @LogicserveDigi

    Email marketing is one of the oldest and reliable form of marketing. It has delivered exceptional results over a period of time especially if you have a well strategised email marketing plan in place. Email marketing has proved to be cost effective, accurate and very much regulated. In fact, it is extremely dynamic and can be customized as per requirement. We present a few quick to follow tips which bring in the hype and excitement to shop around.

    1. Capitalise on the short term offer – As you send your email stating details of short term offer, add in a digital clock which keeps ticking and displays the time left for the offer to expire urging the buyer to shop and take advantage of the offer before it is gone. Do remember to add in the eligible coupon codes and deals which can be clicked right way for shopping.
    1. Customization – Customizing an email goes a long way in making the reader feel very special. Apart from a personal address to the reader, informing him/her about the products, services, their availability at location nearest to them and how to get there, goes a long way in helping them to decide upon shopping for the same. This means you are offering all the relevant information at the same time for easy and quick referencing. This feature comes most handy when approaching old customers who are already aware of your brand and have enjoyed their experience with you.
    2. Email Access – As you track and monitor your email campaigns, pay attention to the device through which they access. These help you in designing an effective email which is visible across the device without much fuzz. Hassle free and easily viewable email implies more engagement rather than an email which opens after a couple of glitches. These days, you need to pay attention to smart phone devices and tablets which operate more on Android and iOS for better engagement.
    3. Incorporate Current Trends and Trivia – Well, your readers are your consumers whose demand various with the season and its trends. If you can incorporate seasonal trends within your email you very much likely to hit the bull’s eye. For eg, stating forecast of rainy weather conditions and heavy discounts on wind cheaters, while weather forecast of snow fall and shopping deals on winter apparel etc or heaters could be quite engaging and effective too!

    Always, stay updated with real-time trends and zero down upon what the consumers really want or would be ready to spend on.

    LogicSpeak:

    Customised emails with an effective headline means a click and a higher chance of engagement which you definitely would not like to lose upon. After all, through a well planned email marketing strategy, you are approaching potential customers who know you and your brand quite well so you have to deliver to engage. Click here to check out email marketing services.

    Previous Post: Advantages of Custom URL for Google Plus

  • Google AdWords Review Extension moves out of Beta Phase

    Google AdWords Review Extension moves out of Beta Phase

    Back in late June this year, Google had introduced AdWords Review Extension designed to allow the AdWord account holders to add the reviews from a third-party, right into the advertisements. It was initially rolled out in a beta testing phase with signing up possible only through contact to an AdWord rep. In a recent announcement, though a Google+ post in the AdWords page, Google stated that it had extended the AdWords Review Extension all the users.

    What is the AdWords Review Extension?

    The review extension is meant to exactly what book publishers have been doing for ages– Showcase positive reviews. The AdWords Review extension will let you quote or paraphrase reviews, rankings etc. from a third-party. These reviews would be visible along with your advertisements along with a link to the review publisher’s website.

    Adding a Review to your Campaign

    The Review Extension is enabled by a simplistic UI. You start with the Ad extensions tab and then go to Review Extensions. Click +Extension will lead you the question of to which campaign you want to add the review extension to. Google makes it categorically clear, that you are solely responsible to acquire the rights to publish the reviews of the concerned third-party.

    The review text is understandably succinct with a 67 character limit including the name of the publisher. As stated by Google, the authenticity of the reviews is verified using automated and human-based methods. So, after you save a review it takes a few days to get approved. Google has obviously found a way to ensure that fraudulent reviews don’t get pass the filter.

    The Effects of the extension

    Showcasing reviews is a time-tested strategy. It has worked almost everywhere. These reviews can be helpful especially to small scale local businesses which cannot use the Seller Extension. You don’t have to pay neither for the clicks on the publisher’s landing page links nor for inclusion of the review. No hindrances on your side, except maybe for the review publishing rights. The upshot from would be a visible increase in the click-through rate. The searcher will enter your site, with the reviews in mind, making a sale more probable. As a user, you get to have an extra marker on whether to waste a click on some advertisement or not.

    This Review Extension has obviously seen positive response otherwise Google wouldn’t have rolled it out within 4 months. This will improve both the veracity and efficacy of AdWords. So, if you run a campaign, make sure you start collecting your accolades!

    LogicSpeak:

    The extension will add the necessary credibility to your Ads. This will increase the trust of the consumer. In the longer run it will uplift the brand popularity with a reviewed source, subsequently working as a word of mouth  for your products.

    Previous Post: Optimise your Google Plus Page for More Interactions

  • Quick Pay Per Click – PPC Glossary

    Some commonly use terms while juggling with pay per click advertisements-

    • Bid: The maximum amount of money placed on a pay-per-click ad.
    • Click: Number of times the ad has been clicked.
    • Conversion Rate: Percentage of visitors converted into clients/purchasers.
    • CPC: Click-through rate defines the amount the user pays if his ad is clicked.
    • CPM: Cost per mile is the cost for 1,000 ad views or impressions.
    • CTR: Number of ad clicks/ number of impressions x 100; metric of account performance.
    • Hits: Also known as views, the number of web site visitors including repetitive onces.
    • Impressions: Number of times the page has been viewed
    • Keyword: Single or a group of important words that define the web site content and display the page when entered on the search engine box.
    • ROI: Return on investment is the money made on pay per click ads.

  • SEO Vs PPC The Preferred Marketing Strategy

    With the Search Engine it is also important to decide the preferred marketing strategy – Search Engine Optimization or Pay per Click.

    These are two different marketing strategies working on different aspects of a website. Before setting on the preferred method it is important to know the underlying facts about each.

    PPC familiarizes the user to your web site. If liked the user is then glued to your site. The more the user the better the Search Engines will like your site. This is one of the prime reasons of alluring huge visitors to your site. Search Engine Optimization gets more targeted traffic to your web site through the search engine thus; a lot of marketers would prefer SEO to PPC.

    PPC is text-based advertising on a Search Engine whereas SEO has a lot to do with page rank and link popularity. In PPC will have to bid money in order to be listed first but SEO will require content, design and links to make the site linked.

    Though it is difficult to manipulate, studies show that PPC brings stability and predictability to some extend whereas SEO involves a lot of tedious task. On the other hand SEO can be done free and you have to pay for PPC.

    Needless to say, people should constantly look for new and unique ways to bring traffic to their web sites eventually culminates into business gains.

  • Fighting out Pay Per Click Myths

    Pay per click is an important tool of Internet marketing. A keyword optimized and cleverly set budget can see through a great online business. But there are myths attached the pay per click approach –

    • Number one page rank is the best

    Pay per click is about conversions and ROI. Being number one is a waste if it does not fetch you good click-through rate and eventually conversions.

    • The natural page rankings are affected by pay per click

    The ad text displayed does not act as anchor text; it only is an advertising punch.

    • Pay per click only helps major businesses

    This is far from fact as small business really benefits from pay per click through good campaign and landing page design.

    • Pay per click is a short term tool

    If PPC is promoting your company well with good ROI then it can be for keeps.

    • Pay per click is not a life long process

    With constantly evolving business needs; pay per click requires constant monitoring, change and hence regular optimisation.

  • LogicServe Adwords Professional Company

    LogicServe is an Adwords Professional Company. LogicServe provide Pay Per Click (PPC) setup and management services. We offer a full Management and Optimization service for our clients by Qualified Google Adwords Professional’s & Campaign Managers. LogicServe goes beyond keywords, clicks and conversions to deliver tangible business value and measurable ROI on your search engine marketing budgets.

    LogicServe is an emerging Search Engine Marketing Company, with intent of offering professional SEM services. We specialize in the design of Adwords campaigns with strategic reporting and Adwords Optimizations to ensure maximum ROI when using Google Adwords. LogicServe established itself as better company in the field of SEM by providing services like.

    • PPC Management
    • SEO Services
    • Social Media Marketing

    The prime reason for the success of LogicServe is the professional approach.

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