Tag Archives: pay per click advertising

How to save on PPC and get the best ROI

As we said in yesterday’s post, this year marketers will be moving dollars into more reliable ROI generators, including pay-per-click (PPC) search ads. Because of it’s precise targeting and easy measurement, paid search provides a great return for many businesses.

Whether you’re dealing with a $20 or $20K daily PPC budget, you want to know you’re saving money wherever you can. Especially if your PPC budget has been scaled back in 2009, it’s more important than ever to get the most bang for your buck.

Peter Prestipino, Editor-In-Chief of Website Magazine, recently wrote an article featured at Blog Mango explaining how to make saving money on PPC a priority in 2009. Here are a few of Peter’s tips:

Assess your “broad match” campaigns. By default, Adwords campaigns are set as “broad match” campaigns. Peter’s example: “If WebsiteMagazine.com were to bid on the on the keyword “Website Magazine” on a broad match level, we’d receive a lot of unrelated traffic from queries related to “magazines” – which is not what we want. So if you have done the required keyword research and are confident with the effectiveness of a few keywords, use the “Phrase” or “Exact Match” instead of Broad Match.”

Take another look at negative keywords. “Negative keywords enable advertisers to ensure that they do not, under any circumstances, appear under certain keyword or key phrase combinations.” When used correctly, you can filter out keywords for which you don’t want your ads shown. For more information, go to Adwords Keyword Tool, enter a keyword and choose “Negative” in the drop down menu under “Match Type.” It will show you a slew of negative keywords that may fit your primary keyword.

Restructure your campaign to improve conversions. Peter explains that the most efficient PPC campaigns follow a similar process: “group similar keywords together in individual ad groups, develop sets of ads for those individual groups and point those keyword focused ad groups (and often times on a keyword level) to designated landing pages.” Restructuring your campaign this way will improve your click-through rate and improve conversions.

Schedule your ads. Control the days and times your AdWords campaigns appear by using Ad Scheduling. If you’re running a campaign on a certain day of the week, you can use Ad Scheduling to only show ads on that particular day. You can even schedule ads to run during a certain time of the day where you receive the most business. With a little trial and error, it could improve your conversion rates.

Read the full article at Blog Mango.

Any other advice out there on how to save money on PPC? We’d love to hear it!

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Marketers share plans for marketing in a recession

MarketingSherpa, in collaboration with ad:tech, recently released the results of another year-end survey of more than 1,200 marketers. Their research provides an inside look at which tactics have the best ROI and how marketers are adjusting their plans this year for marketing in a recession.

The following chart illustrates which marketing tactics were put to work the most, were given the biggest budgets and provided the best ROI.

Best ROI marketing tactics

Best ROI marketing tactics

The ‘x’ axis marks the percentage of marketers that describe each tactic as a “great” return on investment. The ‘y’ axis shows which marketing tactics were implemented the most. The size of the bubble illustrates the relative budget compared to other tactics.

According to the findings:

  • Paid search is a clear front-runner in both budget and ROI with about 50% of respondents saying it had a great return.
  • More than 40% of marketers said that email marketing to their house lists had great ROI.
  • More than 70% of marketers use display ads, such as banners and buttons, but less than 15% said they generate good ROI.

The gurus at MarketingSherpa are predicting that as the economy gets tighter more marketers may move dollars into more reliable ROI generators this year. Topping the list of reliable ROI efforts are pay-per-click (PPC) search ads, emails to house lists and search engine optimization.

Reduce ad clutter, improve your image

One-third of online adults will immediately leave a website if it is cluttered with ads. Over 75% of those who remain on cluttered sites pay less attention to the ads there, according to a recent Burst Media report.

Ad clutter – the overcrowding of a web page with advertising units to the point of degrading the web users’ experience.

Through their survey of 4,000 web users, Burst Media found that cluttered websites “not only annoy the audience, they diminish ad effectiveness and ultimately do a disservice to the publisher, advertiser and visitor.”

How much online advertising is too much?

Most people won’t stick around on a web page with anything more than two advertising units. Over half (52.6%) of visitors said they have a low tolerance for any more than two advertising units per page, with another 27.3% of people ready to leave when there is more than one ad per page.

Clutter hurts your brand reputation by creating a negative impact on visitor’s perceptions of your brand. Approximately one in two respondents has a less favorable opinion of an advertiser when their advertising appeared on a cluttered web page.

“One of the main obstacles to getting consumers’ attention online is ad clutter,” said Chuck Moran, VP of Marketing for Burst Media. “It is critical for advertisers to ensure their messages are being placed in a high quality content environment to receive the maximum exposure they deserve, and to preserve their brand’s reputation.”

It’s a continuous struggle to find the right balance of content and advertising on any given website. The best strategy is to find sites with little clutter and take advantage of the perfect combination of Web traffic, according to Jon Gibs, VP, media analytics, Nielsen Online, in a recent MediaPost article.

Gibs suggests to avoid following the myth that the longer the page the more ads it can accommodate, the more time a visitor spends on a page the more ads they can consume, and smaller ads create less visual information.

“A suitable clutter level depends on the comfort level of a specific advertiser, the target audience and online environment. Lower-income households are typically more comfortable with higher levels of clutter, whereas high-income households prefer lower, according to Gibs. “Retail stores consumers visit tend to mirror their online advertising comfort levels,” he said.

Nobody knows your brand better than you. Avoid advertising in cluttered spaces and hang onto your brand image.

How to use Facebook for business: A lesson in B2B advertising

So, you have a Facebook business page, you’ve connected with friends, created groups and have started to build an online following for your business.

Your next step: Start using Facebook’s pay-per-click (PPC) advertising service.

“It’s an awesome deal,” according to Mike Volpe in a recent post at Hubspot.

The CPM (cost per thousand impressions) for one of Hubspot’s traditional targeted B-to-B advertising run between $25 and $50, while Facebook ads targeted at marketers end up costing about $.50. It works out to be as much as a 99% discount.

Sounds nice, doesn’t it?

Below is a great video from Hubspot showing the step-by-step process for setting up your own Facebook ad campaign.