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It is well known that pay per click marketing campaigns can be expensive and time-consuming. The ultimate reward of a fantastic ROI (return on investment), however, makes it all worth it.
Writing for American Express Open Forum, Stacey Politi has created a list; featuring ten steps that can be taken to improve pay per click marketing campaigns and, more importantly, ROI.
Here are just a few of the tips provided by Politi:
News brought to you by ClickThrough – experts in SEO, Pay Per Click Services, Multilingual Search Marketing and Website Conversion Enhancement services.
As far as pay per click services on the Internet go, Google AdWords is the dominant force.
But bidding for keywords at a higher price on the service doesn’t always provide a greater advantage however.
Founder of ROI Advisors, Frank Rumbauskas, states that: “Unlike other pay-per-click engines where the bid price is the sole factor in determining ad position, Adwords includes many factors that really give a small business a chance against bigger players.”
He goes on to suggest three ways in which a high click-through rate can be achieved:
Include Keyword Macros: A common feature in AdWords, this allows for adverts to be created so that a user’s search phrase features as your ad headline.
By using keyword macros, adverts will appear to be more relevant to the end user, thus resulting in a better click-through rate.
Make use of Small Ad Groups: Small Ad Groups with similarly relevant keywords and ad copy will usually result in a high click-through rate.
Rambauskas says that keyword lists should have “tightly common themes” and that the main keywords of that theme should be included in the ad body.
Disable adverts that aren’t performing well: Although you might wish to test ad variations, if an ad is activated and you see it’s not performing, disable it “before it throws your entire campaign off.”
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A recent report by Efficient Frontier has shown that pay per click advert prices on Facebook are rising.
According to the Global Digital Marketing Performance Report for Q2 of 2011, the average cost of purchasing a PPC advert increased by 22 per cent.
In terms of the effect the rise will have on pay per click marketing, the report states, “the longer brands wait to engage with consumers on Facebook, the more expensive it will become to acquire fans.”
Other interesting statistics that could be taken from the report included that for every 17,000 new fans that a brand achieved, on average they saw an additional one extra comment on their Facebook posts.
While the amount spent on Facebook advertising might be increasing, generally only 5 per cent of a search-marketing budget is invested – though the report notes that during promotions of a time-sensitive nature this can increase to around 25 per cent.
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Today comes the release of AdWords Editor Version 9.0, with a number of new features designed to help you make changes across accounts more efficiently and manage new ad features, such as Ad Sitelinks and high-end mobile targeting, at scale.
For companies utilising pay per click marketing the development comes with added features such as:
Scalably manage Ad Sitelinks
Version 9.0 provides full support for Ad Sitelinks, including downloading and uploading to your account, making edits, checking changes, and importing and exporting.
Improved Add/Update Multiple and Import CSV tools
When entering new data using the Add/Update Multiple tool, you can now enter your data with the columns in any order, assign the appropriate headers to each column, select the option to remember the order of your columns for your next import, and approve or cancel the changes in the account in one click.
Set high-end mobile targeting options
AdWords Editor now supports the ability to set campaigns to target high-end mobile devices (including Android, iPhone, iPad, and Palm) and carriers in Campaign Settings.
Better manage multiple accounts and MCCs
To help you better manage multiple accounts, AdWords Editor now offers sort and search for accounts, select and remove multiple accounts, and a new dropdown menu above the Account tree in AdWords Editor that displays recently accessed accounts, so you can quickly switch to any one of them.
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