Archive for paid search

Do Landing Pages Make a Difference in Pay Per Click?

Question: Do landing pages make a difference in pay per click? The overwhelming answer is YES!

test-landing-pagesOne question a lot of potential clients don’t ask when discussing pay per click is where the visitor will be sent to once they click on an ad.  At some point during the initial discussion with a prospect we will ask the question where would you send the visitors your ppc campaign is going to generate.  Usually a blank look comes over their face or worse they light up and say our homepage!  The truth is a good landing page can be the difference between success and failure.

While sending visitors to your homepage might make sense to some the fact is targeting keywords to ads to landing page is the simple formula one should use.  Using this easy method should make one figure out quickly that a homepage is typically not targeted to one keyword group but instead an inner page or even better a custom landing page makes more sense.

Recently we took on a client who had used pay per click as the primary source to drive leads for his company that sells leads to real estate agents.  While he was happy with his ROI, something told him he could do better and after reviewing his account we agreed.

Once our initial review was complete the client actually graded out pretty high for properly using most of the tools and best practices in his campaigns however we found he was sending his traffic to pages that although they were location specific (a Dallas page, a Plano page, etc.) they really didn’t focus the visitor to complete an action and overall were too cluttered with text and navigation choices.

Once we made a few changes to the campaigns themselves (shoring up some bidding options, match types and extensions) we developed a landing page that was dynamically keyword targeted and focused the visitor on conversion options.  While the client was very hesitant upon first viewing the new landing page as it didn’t “look” like his site after 30 days once he saw his results he became a customer for life!

Here are the results compared to the last full month using his old landing pages.

Campaign report (Nov 1, 2015-Nov 30, 2015. Compare to: Sep 1, 2015-Sep 30, 2015.)

Cost
Nov 1,089.77
Sept 2,268.13
Cost (Change) -51.95%
Avg. CPC
Nov 1.75
Sept 1.81
Avg. CPC (Change %) -3.13%
Click conversion rate
Nov 4.98%
Sept 3.83%
Click conversion rate (Change %) 30.10%
Cost / all conv.
Nov 27.94
Sept 41.22
Cost / all conv. (Change %) -32.21%

If you would like to save money and increase conversions contact us today!

PPC Does Not Equal Marketing

Successful Pay Per Click PPC ManagementReally good post on how much impact product feeds and automated ad generation has had on the marketing side of paid search.  Full on disclaimer here, we don’t subscribe to the one ad fits all instead we believe ppc ads should target, engage and deliver results.  Contact us today to talk about your pay per click campaign needs.

Small Business Paid Search Down in December

Although the economy is showing signs of improvement, a new report suggests small businesses are trying to get smarter with their paid search spend while decreasing their spend budget.

The State of Small Business Advertising report, conducted by online advertising firm WebVisible, found that the average small business spent $2,126 on search in Q4 2010, a 1.1% year-over-year decrease from 2009. The average keyword count was 87 root keywords per advertiser over the last three months of the year — a 30% increase from the same period in 2009.

The study, which included more than 10,000 small businesses in the U.S., indicates smaller advertisers are scaling back but becoming more efficient with paid search. This report was limited to search engines and did not include Facebook or other social media spend.

According to the report, online video usage by small businesses is on the rise with 26% of advertisers using video on their landing pages in the fourth quarter. This is up from 19% the previous year and watching video now ranks second in user actions when visiting a landing page; clicking through to the advertiser’s main Web site was the most common user action. Video views as a percentage of all user activity on landing pages skyrocketed 85% from 2009 to 2010.

Request the report here.

Qualified Google Advertising Professional

I finally took a few days away from everything and got my Google Qualified Advertising Professional certification.

To get this recognition I:
• Accepted the terms of the Google Qualified Advertising Professional program.
• Managed at least one AdWords account in a master account for 90 days.
• Built and maintained the Google Qualified Advertising Professional 90-day spend requirement.
• Passed the Google Advertising Professional Exam. (I won’t reveal my score but suffice it to say I could make the honor roll)

The next step is Microsoft adExcellence certification. Yahoo has discontinued their ad professional certifications.