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Google PPC Automation Unveiled

December 4, 2011 By 20 Comments

Google PPC Automation Unveiled

In the last couple months Google has been hard at work rolling out its new automated bidding platform to allow for advertisers to further optimize their paid search marketing campaigns. They have done this by allowing for automation to their Ad Groups, Ads, Keywords and Campaigns all within the AdWords interface.  You are probably wondering how this is going to change the search marketing landscape?  Allow me to explain.

Most users pause an ad or a keyword when it has spent its allocated budget; with the new automated tools you will be able to take the manual work out of the equation by setting a simple rule that allows you to pause a keyword or ad when it reaches a set limit.  The automation doesn’t stop there, you will also be able to automate the bid changes and budget changes by raising or lowering them incrementally when the conversion rate drops or raise or lower budgets based on a particular day of the week.  This means that for your internet marketing you will have much more optimized campaigns but at the same time will mean that you might end up paying more than you would have needed to otherwise for a certain keyword or ad.

So is it worthwhile to use Google’s built in automation tools, or would you be better suited to use an enterprise level software the likes of Marin, Kenshoo, or Acquisio?  The answer to that relies on a number of factors, namely your budget, but also the depth in which you want to be able to control the automation.  It will definitely be suitable for smaller businesses that have simple campaigns and are just measuring performance based on clicks, impressions and conversions.  If your business doesn’t have the in-house resources to manage a full scale PPC campaign it would also prove more than worthy. The percentage of profit margins may also be a determining factor. If you have small profit margins, going over your budget may have you losing money. In which case you don’t want to enable this automation.

While the paid PPC bidding platforms may be affected by Google rolling out their own built in automation, I don’t think they will take that much of a hit simply due to the fact that Google’s tool is still in its infancy, but also due to the fact that it isn’t very robust in terms of creating complex algorithms or customized bidding rules.  Most of Google’s PPC bidding rules are fairly simplistic in nature, and having access to much more powerful rules and automated tools is still valuable in the space.

So how does it work you might be wondering?  When creating a rule you simply set an automatic action that is triggered when the preset requirements are met.  They can be day-parted as a one-time run rule or you can have them run daily, bi-weekly or even monthly at your own discretion.  An example of a rule one might use to optimize their campaign’s keywords would be to increase the max. CPC when the keyword falls below a certain threshold (like being on the top page)

All in all Google’s automated rules allow for much more sophisticated PPC campaigns and will allows marketers and businesses alike to further optimize their search campaigns which in the end will only be a better result for their marketing initiatives.  So get out there any optimize your campaigns, automation awaits you!

 

 

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Lorne Fade is an Internet search marketer for 9th sphere a local Toronto SEO, web design & marketing firm.

 

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Filed Under: SEO Tagged With: ad groups, ads, automated bidding platform, automation tools, Google, internet marketing, keywords, pay-per-click, ppc

Global Marketing Skills

November 23, 2010 By 1 Comment

A Global Market

The online world offers us a much wider reach and gives us the ability to market to a global audience, and it lets us do this 24 hours a day, 7 days a week with ease. This process is made smoother if you’re selling a digital product or online services where there are no shipping logistics to worry about.

With this greater reach, and larger marketplace though, comes a new set of skills that must either be learned or outsourced to individuals who already have these skills. Outsourcing can often be a great way to get started, but ultimately if you wish to maintain a high degree of control over your online enterprise, it’s a good idea to either learn the skill yourself, or have an in house staff member take care of it.

Search Engine Optimization

Search engine optimization, or SEO is a required skill that will enable you’re business, and website to be seen by people all around the world when they type in relevant keywords into search bars when they are looking for whatever service or product you provide or sell. Let’s pretend that you write resume’s for people looking for employment. It’s important that when they head over to Google, and type in resume writers that your business comes up, and preferably in the first or second page results, or they might never make it to you.

With this single skill in your internet marketing skills repertoire, you will have the ability to drive thousands of visitors to your  website for free using organic search engine traffic, which is often the best converting traffic because it is generally highly targeted.

Pay per Click Management

Also referred to as PPC, this is the flip side to the previous skill, rather than driving free traffic to your website, this is the art of sending paid traffic to your page.  Being able to maximize your marketing dollars is an important aspect of online marketing, and if you can drive targeted paid traffic to your website for fifteen cents rather than a dollar fifty or more, you’ll certainly be able to accomplish more with the higher volume of traffic you’re able to send.

Social Media Management

In order to manage this global audience it’s important to keep a finger on the pulse of your audience as well as the customers in order to respond to potential conversions (audience members into customers), or even customer service issues that might arise somewhere out on the world wide web. Managing social networks like Twitter and Facebook give you’re global audience a place to visit and find out about upcoming news or events, or perhaps just post a question or two to the rest of the members there to answer. Often times existing customers will be staunch supporters of your brand if they’ve had a memorable customer service result.

Email Marketing

Mastering this skill is critical to your global success, because this might be the only way you will end up reaching certain people in certain geographic locations, because unless you plan to travel 10,000 miles to put up a billboard in their neighborhood you may find it difficult reaching out to them. On the other hand, if you are able to find out where they do spend their time online,  you can target an offer specifically to them, and give it to them in exchange for their email address, allowing you to follow up with similar type offers that  will benefit the.

It’s important to remember that with the rise and reach of internet usage globally, the combined purchasing power of our population is growing at a staggering rate. And because it is still in its infancy, marketing too many of these people requires new methods, and out of the box thinking. A few years ago, nobody was really looking into the mobile market, but now it’s one of the fastest growing markets around.

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Filed Under: Internet Marketing Tagged With: email marketing, global market, internet marketing, marketing global, outsourcing, pay-per-click, Search Engine Optimization, seo, skills, social media management

PPC for search engines explained

November 16, 2010 By 1 Comment

Pay Per Clic

Whilst the acronym PPC has an important role in today’s advertising model, many marketers and PR professionals have little knowledge of its benefits and what it entails. For ‘beginners’ PPC translates as Pay per click and as its name suggests, is a form of advertising relating to clicking on advertisements.

Rather than waiting for your website to appear organically at the top of a search engine, PPC allows you to advertise in one of eleven positions on a standard search page. Usually there are 3 positions available in a highlighted box before the organic results, and 8 positions on the right-hand side of the results.

When users click on these adverts, the advertiser is charged a certain rate dubbed a CPC or ‘cost per click’. The CPC depends on the advertisers industry and there are two ways in which this cost can be calculated. The first way is via flat rate PPC where the advertiser and the publisher (e.g.: Google) agree on a fixed price per click. This price varies on the competitiveness of the advertisers industry and the keywords they want to use. The second, the bid-based model involves bidding against other advertisers to gain key positions. Most PPC providers such as Google AdWords and Microsoft adCenter operate via the bid-based model of advertising.

The most enticing factor about PPC is its ease in measuring ROI. PPC advertisers can see how many people have clicked on their ads and how many people have completed the desired action of buying a product or registering for a service, i.e.: ‘converting’. By working out the conversion rate or ‘CR’ advertisers can see the success of their campaign or work out ways in which to improve their adverts.

To ensure the CR is high, the landing page or page on your site which you direct people to after they click on the ad needs to be compelling and direct the user to complete an action. If you want your ad to sell a product, then direct the user straight to the relevant product page to encourage conversion. The call to action should be strong so limit your landing page to specific products or directions so as to compel the user.

With the acronyms and jargon that is rife in many online marketing strategies, many organizations look to outsource their PPC management to experienced agencies, ensuring that their campaign is successful. Whether you choose to do your PPC in-house or utilize the services of a professional, make sure to do your homework so you understand the common terms and can measure the success of the campaign easily.

Pete Handley is an SEO consultant and expert. He writes articles and blogs for Vertical Leap UK. For more information on the topic of SEO and related issue, he recommends you to visit http://www.vertical-leap.co.uk website

Podcast version

 

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Filed Under: Internet Marketing Tagged With: advert, campaigns, cost per click, cpc, Google, Microsoft AdCenter, online marketing, pay-per-click, Pete Handley, ppc, PPC Management, seo, Vertical Leap UK

Understanding The Method Behind PPC Marketing Madness

July 17, 2010 By Leave a Comment

PPCIf you are new to online business you may have heard of Pay Per Click, but not quite sure what it is or how it works. Understanding the method behind the PPC marketing madness will help increase the visibility of a website and confirm that you are moving in the right direction. This brief overview will provide you with an introduction to pay per click as well as how to get a campaign up and running.

What is Pay Per Click

PPC is an Internet-based advertising program used across the search engines. Clients create ads promoting their business using relevant keywords that web surfers commonly use. When a particular keyword is searched the PPC program look for relevant matches based on keywords picked by their clients. The key is to have your ad show up when a potential customer searches for products, services, or information.

The ads are displayed to the right and at the top of the web pages. For instance, when a word is typed into the web browser results come up based on the keyword. To the right of the results page, and sometimes the top, you will find the PPC ads.

Keywords and Bidding

PPC is based on keywords to reach a target market. When a visitor enters a keyword or keyword phrase into the search engine it is matched up with the list of chosen keywords and the ad is displayed. The position of the ad will depend on how much you bid on the keywords chosen.

Each keyword has a bid amount; the higher you bid for the keyword or phrase, the higher position your ad will receive when the keyword is typed into the web browser. The instance, if 20 people bid on the keyword telephone, the person with the highest bid would get the first spot. This means their ad would be displayed first for the specific keyword. The person who bids the lowest will of course, have their ads appear in the lower positions. The cost per click (CPC) is based on competition for the particular keyword or phrase. You do not pay if your ad is not clicked.

Setting Up a Pay Per Click Campaign

The major search engines each have individual PPC models. While the big name search engines are at the top of the list, there are second tier programs that should not be overlooked. Many of the smaller programs can save money when bidding on more popular keywords and phrases that can be quite costly with the major PPC programs.

The step by step sign up process makes it quick and easy to set up a campaign. You will be required to create an advertisement, set up a daily spending limit, and make a deposit. You can edit or pause a campaign at anytime. There is very limited space to create an advertisement. It is important that you make the best use of the space by providing words that will grab a visitor. This is crucial to driving traffic to your website through PPC advertising as you only have a split second before the visitor will click to another page.

Before starting any PPC marketing campaign do a quick search for introductory offers. Some programs offer free credits just for trying out PPC. When the funds are depleted the advertisements will discontinue. You can add additional funds to keep advertisements running or do nothing and the ads will stop running. PPC marketing is a powerful marketing tool. Taking the time to understand how it works could prove beneficial for your online business.

Filed Under: Internet Marketing Tagged With: bid, Business, campaign, keyword, marketing, pay-per-click, ppc, SEO

Pay Per Click Programs – Online Advertising

June 28, 2010 By 1 Comment

pay per click programsThe internet has created a lot of easy ways to make money from home, many of which do not require you to actually be working in order to make money. Online advertising tactics such as pay per click programs are an excellent way to let a website make money for you while you go about your day. Here, we will go over how pay per click advertising works, how it differs from other types of online advertising, and how you can use it to make money while you sleep.

Pay per click programs generate revenue for the person hosting the advertising only when they are actually clicked on. This separates pay per click advertising from online advertising that pays whenever the advertisement is loaded with a page, as well as advertising that requires more input from the user (such as filling out a survey). Pay per click advertising tends to pay more per hit because a fewer number of users actually interact with ads compared to those that simply view (and, often, ignore) them. For this reason, it is often in the best interests of the webmaster to provide users with an incentive to click on the advertising.

This incentive can come in a number of different forms, depending on the nature of the site on which the advertising is hosted. For example, a site that is home to a forum on automotive discussion will see a greater proportion of users actually clicking on advertising for auto parts or car insurance, because they are more likely to be interested in buying them. Having advertising relevant to the content on your website is a good way to increase the number of users that interact with the advertisements. On sites that provide entertainment media, such as online games, pay per click programs can increase the number of users that click the ads by providing in-game rewards to players that visit sponsors’ sites.

Pay per click advertising is a relatively easy form of advertising from which to make money, and combining the right type of content on your site with the right type of advertising is an excellent way to increase your profits. Due to the low cost of building and maintaining a website, as well as the relatively small amount of time one needs to put into pay per click programs, one can run multiple sites that host pay per click advertising at once.

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Filed Under: Internet Marketing Tagged With: ads, advertising, generate revenue, increase your profits, make money, online advertising, pay-per-click

Understanding The Method Behind PPC Marketing Madness

June 4, 2010 By 5 Comments

ppc pay per click If you are new to online business you may have heard of Pay Per Click, but not quite sure what it is or how it works. Understanding the method behind the PPC marketing madness will help increase the visibility of a website and confirm that you are moving in the right direction. This brief overview will provide you with an introduction to pay per click as well as how to get a campaign up and running.

What is Pay Per Click

PPC is an Internet-based advertising program used across the search engines. Clients create ads promoting their business using relevant keywords that web surfers commonly use. When a particular keyword is searched the PPC program look for relevant matches based on keywords picked by their clients. The key is to have your ad show up when a potential customer searches for products, services, or information.

The ads are displayed to the right and at the top of the web pages. For instance, when a word is typed into the web browser results come up based on the keyword. To the right of the results page, and sometimes the top, you will find the PPC ads.

Keywords and Bidding

PPC is based on keywords to reach a target market. When a visitor enters a keyword or keyword phrase into the search engine it is matched up with the list of chosen keywords and the ad is displayed. The position of the ad will depend on how much you bid on the keywords chosen.

Each keyword has a bid amount; the higher you bid for the keyword or phrase, the higher position your ad will receive when the keyword is typed into the web browser. The instance, if 20 people bid on the keyword telephone, the person with the highest bid would get the first spot. This means their ad would be displayed first for the specific keyword. The person who bids the lowest will of course, have their ads appear in the lower positions. The cost per click (CPC) is based on competition for the particular keyword or phrase. You do not pay if your ad is not clicked.

Setting Up a Pay Per Click Campaign

The major search engines each have individual PPC models. While the big name search engines are at the top of the list, there are second tier programs that should not be overlooked. Many of the smaller programs can save money when bidding on more popular keywords and phrases that can be quite costly with the major PPC programs.

The step by step sign up process makes it quick and easy to set up a campaign. You will be required to create an advertisement, set up a daily spending limit, and make a deposit. You can edit or pause a campaign at anytime. There is very limited space to create an advertisement. It is important that you make the best use of the space by providing words that will grab a visitor. This is crucial to driving traffic to your website through PPC advertising as you only have a split second before the visitor will click to another page.

Before starting any PPC marketing campaign do a quick search for introductory offers. Some programs offer free credits just for trying out PPC. When the funds are depleted the advertisements will discontinue. You can add additional funds to keep advertisements running or do nothing and the ads will stop running. PPC marketing is a powerful marketing tool. Taking the time to understand how it works could prove beneficial for your online business.

Filed Under: Blogging Tagged With: Business, campaign, keywords, marketing, pay per click marketing, pay-per-click, ppc, website

AdWords Explained – How the World’s Most Popular Internet Advertising Product Works

May 1, 2010 By 5 Comments

adwords pay per click program

Advertising on the internet is a world as wide as the World Wide Web itself. The possibilities for internet marketing are endless. One of the most popular advertising vehicles online is Google AdWords. AdWords is Google’s flagship advertising product and accounts for the majority of Google’s revenue. And it generates that much profit for Google because it does an excellent job of advertising for Google’s clients. By successfully branding itself as the world’s go-to search engine, Google has placed itself in a unique position to be able to reach more eyes and more customers than any other medium. This is what makes AdWords so successful and so effective.

The way AdWords works is twofold. The first internet marketing option available is pay-per-click advertising. The company provides their information to Google: what keywords should trigger their ads and how much they’re willing to pay per person that clicks on their ad. When a person conducts a search in Google’s search engine, the ad is listed along the side of the search results under “sponsored links,” and some are listed above the search results as well. Every time someone clicks on a sponsored link, that company pays the prearranged amount to Google. The ranking of ads in the sponsored links depends on how much they’re paying per click, as well as the ad’s relevance to the actual search.

AdWords also places targeted advertisements. Advertisers can use the AdWords panel to tell Google about their keyword, demographic, domain name, and topic preferences. Based on these preferences, Google will place ads for the site on various websites in their content network that are relevant according to the information provided by the advertiser, not including the search engine. Advertisers have the option of taking up an entire ad block instead of having to share the space with other advertisers, resulting in greater visibility and more pointed internet marketing.

Google is the world’s most popular search engine. There’s a reason that AdWords is such a popular internet marketing and advertising tool. It’s because it works. Google has perfected a method of maximizing their popularity for the mutual benefit of themselves and their advertisers. They’ve created an admirable business model that is both affordable and effective for the businesses that choose to advertise on Google AdWords. Because of its wide net and heavy exposure, advertising through Google AdWords is sure to provide a good return on your investment.

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Filed Under: Affiliate Marketing Tagged With: advertising, AdWords, Google, pay-per-click, search engine

Search Engine Optimization – How to Make Search Engines Work for You

March 19, 2010 By 4 Comments

Search Engines

Anyone who is interested in the possibilities of  making money that are so prevalent these days must learn a few new skills in order to make it work. Internet marketing is one such field that is fairly easy to master, and can help you make money from home simply by honing in on what people are searching for on the internet. This is the idea behind SEO, or search engine optimization. The idea is that there are certain websites that are going to be at the top of the list when people are searching for what they are interested in.

To make money online and work from home with your own website, you will need to make sure that your site is one of those that are at the top of that list. That can be easily accomplished, as long as you think about how to work in those terms that people are searching for into your internet copy. This is the basic principle of search engine optimization. Through trial and error, experts have worked SEO skills into a real science, so now all you need to do are learn those rules of the game to get your site on top.

Even with a simple blog, if you manage to focus in on a topic that the public is actively searching for, you could get millions of hits. Those hits in turn could be turned into cash through internet marketing basics, such as pay-per-click advertising or links to other websites. The first step to success is to learn more about search engine optimization and get that vital traffic to your website. There are online tutorials and webinars that can show you all of the techniques, from basic to advanced, that are at your disposal to become an expert in SEO usage.

This can be a fun field to study, while at the same time allowing you to work from home and make money online. The freedom to get away from the office and write about topics that you enjoy is everyone’s dream job, but first you will need to learn those basic skills to put the SEO pieces into place. There are programs that can help find the keywords necessary for search engine optimization for you, or you could conduct your own research. Not everyone goes about this process in the same way, and as a result some are more successful than others. It is up to you to collect the facts first.

By Warren Wooden

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Filed Under: Internet Marketing Tagged With: blog, internet marketing, make money online, pay-per-click, Search Engine Optimization, seo, website