How to Measure Branding PPC Campaigns

Rule #1 in every paid search campaign (PPC) is Identify and Track a Measurable Conversion . For 95% of campaigns this is a must, but there is a new breed of paid search campaign: the branding campaign. These are based on traffic to a site only and intentionally do not rely on traditional tracked metrics (sales, forms) for results. Before I get into the new breed let me make one thing very clear , paid campaigns are almost impossible to optimize if there is no trackable conversion to measure. Paid search managers rely on the conversion to determine where they are losing the searcher. The funnel of paid search starts with the impression, or the search query. The click happens when you get the searcher’s attention with your 3 lines of poetic, intent-based perfection. The click through rate lets your manager know if the keyword and ad are targeted. After the click, conversion metrics based on ad and keywords are imperative. They allow managers to tell if the website followed through with the promise of the ad. If the searcher does not perform the intended action, there is something to fix or optimize. The new breed of branding-focused PPC is missing the conversion metric. The intent of these ads is to inform the customer of the brand, send them to the site, and grow trust. They are looking to convert the searcher in the long term, which is not directly measurable. You cringing yet? This goes against everything that is online marketing. We have seen a rise in budget levels over the past 10 years because executives can SEE the return on this advertising model. The selling point is in the ROI, and traditional advertising mediums have been losing ad dollar share because of that. Another change is coming to the online marketing space. Trust is still a big part of the consumer’s decision-making process and with all of the scams online, it makes sense that a return to some form of branding was going to happen. How do we make this work though? As much as branding campaigns cannot be tied directly to specific sales, every paid search campaign needs to have metrics and benchmarks. If you are tasked with a paid search campaign with no conversion metrics and a focus on traffic, dig deeper for what they are looking for from the traffic. Most branding campaigns should be measurable through a marked increase in overall traffic (given), but here are a few more metrics you might want to track: Click Through Rate – CTR is still very necessary to determine relevance to the end user. If you stop looking at this, you are not getting the best traffic for the cost. Time on Page – This metric will allow you to see how long people are spending on the initial page. This is one of the metrics to determine landing page relevance to keyword and ad. In most cases, the higher the better. Bounce Rate – Are your visitors leaving quickly? You might be on the wrong keywords, need a page redesign, or new ad copy if the traffic from your paid campaign has a high bounce rate. The main goal though is to get your branding campaign to drop your bounce rate over the entire site. An increase in return visitors will have an affect across the board if the branding campaign if effective. Return Visits – This is the key to any branding campaign. Are they coming back? A branding campaign should work with all other advertising to bring new people in and give them a reason to come back. If you are not growing your percentage of return visitors for the site overall, something isn’t working. Total Time on Site – If your intent is to drive traffic and get more people interested in your brand, then the entire site needs to be targeted to them. If the total time on site goes up (be sure you are not tracking yourself), this trust and branding goal is being met. Remember that the online marketing world changes everyday. Roll with it and use your analytical brain to tie old media with new metrics. Everything is trackable and measurable online. Find benchmarks from prior years and forge a new path. The guest post is by Kate Morris . You can find her on her blog or on twitter @katemorris . Check out the SEO Tools guide at Search Engine Journal . How to Measure Branding PPC

Tags:advertising, conversion, entire, manager, online, online marketing, search-engine, searcher, tools, work

Google Adwords Support Interaction Feedback Survey

I called the Google Adwords support telephone number recently to try and get some answers regarding the renewal of my Google Advertising Professional certificate. I called Google ( 1-866-2Google) because I couldn’t locate the link for signing up for the Advertising Professionals exam within My Client Center. After the call, I received by email the first Google Adwords related “Support Interaction Feedback” survey I can recall getting after having called Adwords support. I was pleased to learn Google cares enough about what their customers think that they now go so far as to ask us what type of experience we had with Adwords. Such was not always the case. The Adwords Support email: Dear Advertiser, Thank you for contacting us about your query 544910863. We are eager to hear about your AdWords experience. Please take a minute to answer this short survey about your satisfaction with AdWords support: GoogleRatings.com We value your thoughts. Sincerely, The Google AdWords team * Find out more about GoogleRatings.com at …. Please note that this survey is confidential. What is GoogleRatings.com? GoogleRatings.com is a domain used by Google for conducting customer and user surveys. We rely on feedback collected through these surveys to improve our products. The Google Adwords support survey asks six simple yet powerful customer service questions: Was the advice or information you received – Timely, Specific, Easy to understand, Respectful, Relevant and Complete? Google Adwords Support Interaction Feedback Coincidentally, my upcoming book addresses six similar communication metrics.

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Google Adwords Support Interaction Feedback Survey

Tags:advertising, adwords, adwords-support, client, customers, google advertisers, google adwords support, locate-the-link, support-interaction

Google Advertising Fundamentals Exam

I discovered a new exam within my Google Adwords Pro Center today called the Google Advertising Fundamentals Exam. Google Advertising Fundamentals Exam The Google Advertising Fundamentals exam covers the basic aspects of AdWords and online advertising, including account management and the value of search advertising. I am not sure what promise if any passing this particular Google Exam holds.

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Google Advertising Fundamentals Exam

Tags:advertising, basic, exam-covers, fundamentals, google-advertising, google-adwords, google-exam, Online Advertising, the-basic, the-value, today-called

Facts About Google’s Purchase of AdMob

Google has agreed to purchase AdMob for $750 million. The acquisition will enhance Google’s existing expertise and technology in mobile advertising, while also giving advertisers and publishers more choice in this growing new area. According to Google: The deal will bring new innovation and competition to mobile advertising, and will lead to more effective tools for creating, serving, and analyzing emerging mobile ads formats. This deal will benefit developers, publishers, and advertisers by improving the performance of mobile advertising, and will provide users with more free or low-cost mobile apps. The mobile advertising space will remain highly competitive, with more than a dozen mobile ad networks. The deal is similar to mobile advertising acquisitions that AOL, Microsoft, and Yahoo have made in the past two years. Types of Mobile Advertising Google offers many forms of mobile advertising, yet its focus to date has been on mobile search ads, while AdMob’s focus has been mobile display ads and in-application ads. Acquiring AdMob will help Google flesh out its advertising product offerings to both mobile search advertisers and the mobile search audience. After the Google AdMob deal closes, both advertisers and publishers will still have many viable choices in mobile advertising. Estimated 2009 Mobile Advertising Spend Although eMarketer estimates that mobile ad spending will reach $416 million in 2009, compared with the nearly $24 billion that will be spent overall for online advertising, $51 billion on TV ads, and $38 billion on newspaper ads, the mobile search advertising market will remain a fraction of the overall advertising industry for the foreseeable future.

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Facts About Google’s Purchase of AdMob

Tags:admob, advertising, aol, been-on-mobile, foreseeable, its-advertising, microsoft, mobile, mobile advertising, the-foreseeable, yahoo

Article Marketing with UAW

by Vexez Ong What is Article Marketing? Article Marketing in the internet marketing world means writing articles that is related to the website or webpage you want to promote then submit these articles to as many articles directories as you can. It is one of the most common, effective and popular marketing methods today. Mainly because it is FREE and you get high exposure to readers out there. When you write articles, your articles will relate to your website, telling the reader more about that topic you are sharing and finally linking them back to your site. Usually in your resource box, the place where you tell people more about yourself, your webpage or the thing you are promoting. What does Article Marketing do? Article Marketing is getting very popular in the recent 2-3 years mainly because of Google and the technology used on many articles directories. Many marketers out there would want to advertise their website and get more people to visit. With these articles directories using Web 2.0 technology, Google Search Engine Bot crawls them easier or rather I would say Google bots LOVES such sites. Google tends to index such place more often, especially when there is very often updates on that specific site. Which it happens very often on articles directories because many people are posting articles on those directories. This will result in having a chance to have your article get indexed by Google, the big brother search engine online today, and expose to as many people as you wish. Another point is backlinks, having articles submitted to many articles directories, especially those popular ones around with high Google page rank, you will also get more backlinks to your site because you promoted your website in your resource box of these articles which will be shown together with the article. Google takes backlink into consideration on listing your page or that article in Google search result, and also your page rank or even the page rank of the article directory your article is on. In short, having your articles on as many articles directories as you can, with many high page rank articles directories, your article will get very high amount of exposure. How does Article Marketing help? From what I’ve explained so far above, it explains how article marketing can help you advertise your website and get high exposure. Not forgetting writing articles and submitting them to article directories can be FREE, all of them can be done by you manually. Having this FREE method of advertisement, to help you promote the thing you want to advertise, it truly help you on the advertising and marketing your website. How to make Article Marketing EASIER and Amplify its result? As I don’t really wish to share this idea because it might saturate and reduce the effect in some ways. If you spend some time on Internet Marketing or Article Marketing, you should have heard of this. Unique Article Wizard (UAW) – This is really one wonderful tool I’ve used online, one of the best so far. What does UAW do? As you probably has already seen many reviews or affiliates of UAW recommending it, it is really too good. I posted this Article, this exact one you are reading, on my own Google Site click here – http://3.ly/articlemarketing Then I submitted this article with UAW to hundreds of directories, you simply Google it to check this, verify the proof with your own actions. Google these few exact topics or copy this whole string into Google Search. “Article Marketing with UAW” OR “Article Marketing Introduced by Vexez” OR “Article Marketing with Unique Article Wizard” I’m also not sure how good the results can be, its my test and its the proof for Unique Article Wizard. I’ve also submitted some others articles to promote different websites and links with UAW, I was actually stunned. When I checked back on those website hits, just 1-2 days after submission, I physically got shocked. 1000+ hits for one of them, 500+ hits for another, in just 1-2 days after submission. I’m actually having doubts in recommending this idea to people because if everyone is using this, I’m actually getting more people to fight with me in this Article Marketing method. As an user of UAW, my review for Unique Article Wizard (UAW) is highly rated. About the Author: Original Article Posted on my Google Site .Read more here – Unique Article Wizard

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Article Marketing with UAW

Tags:advertising, article marketing, google-site, internet, internet marketing, proof, reader, resource, review, search, technology, thing, unique, unique-article

Audience Attention Deficit Disorder (AADD)

Every person in the industrialized world who owns a mobile phone or computer has Audience Attention Deficit Disorder (AADD). The more devices a person owns the more severe their case of Audience Attention Deficit Disorder becomes. People who have Audience Attention Deficit Disorder spend their time focused on channels for getting media attention as opposed to giving media channels their attention. Although the disorder is found in technology device owners, advertisers and the media they used to count on to reach audiences are the groups most affected by it. As Audience Attention Deficit Disorder progresses through societies, the audiences advertisers used to count on and prey upon for attention to create demand for their products grows less and less interested in their advertising messages. Technology device owners can attend Attention Anonymous 12 step meetings to learn how to live their lives again without distraction, yet there is no known cure for Advertisers who have lost their audience’s attention.

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Audience Attention Deficit Disorder (AADD)

Tags:advertising, attention anonymous, audience, audience-attention, deficit, deficit-disorder, disorder, industrialized, less-interested, media, owns-the-more, products, products-grows, reach-audiences, time