Getting The Most Out Of Your PPC Tools

Ron Swanson

Ron Swanson doesn’t blame his tools; he uses them.

There’s a popular saying, which you’ve likely heard from either your grandfather or Ron Swanson, that states, “a bad workman always blames his tools.” Shooting a triple bogey, for instance, is less about the club, and more about the guy swinging it.

While the right tools will never turn a bad workman into a master craftsman, they can be the competitive advantage that pushes you from good to great.  This is especially true in PPC Advertising, as the savviest marketers are the ones who know how to leverage the best industry tools to their clients’ advantage.

In our case, we’ve established close working relationships with our landing page testing provider, as well as our phone call tracking provider. We were fortunate enough to partner with each of them on some really cool projects over the last few weeks.

ifbyphone Mobile Search Webinar

We use ifbyphone for our phone call tracking services, and love the data they provide on our clients’ incoming calls. On April 9th & 10th, Andrew Miller teamed up with ifbyphone for a webinar titled “The 7 Ifbyphone WebinarCommandments of Mobile Search.”

I’d encourage you to watch the webinar, as mobile search is an increasingly important part of the marketing mix. We’re partnered with ifbyphone on similar projects in the past, and are excited to do so again in the future.

Unbounce Landing Page Case Study

Screen Shot 2014-04-17 at 2.30.52 PMUnbounce, our primary Landing Page Optimization partner, recently included us in a beta test of their new feature, dynamic text replacement. This new feature allowed us to dynamically re-write the text on a landing page based on a visitor’s specific search.

We tested dynamic text replacement on a few of our clients’ landing pages, and saw outstanding results.  When Unbounce made the feature available to the public, they featured Your Search Advisor as their primary case study.

(Hint: to see dynamic text replacement in action, follow the above link, and paste ?fname= to the end of the URL. Then, add your name after the = and press Enter. Pretty cool, huh?)

Again, there’s no substitute for a smart, hardworking PPC team; however, unless you’re taking full advantage of the latest industry tools, you may be missing out on opportunities for your clients, and potentially great partnerships.

4 AdWords Tools For DIY AdWords Managers

Even seasoned SEM managers need help organizing, updating, and analyzing the high volume of data created by their campaigns. It’s simply too much for to handle with spreadsheets alone. Luckily, there are several tools available to help with the mundane tasks and detailed analysis.

AdWords Editor

AdWords Editor

AdWords Editor

AdWords Editor is a free, downloadable Google application for managing large AdWords accounts efficiently on Windows or Mac computers. Download your campaigns, make bulk changes with powerful editing tools, then upload the changes to AdWords.

Filters & Automated Rules

AdWords Automated Rules

AdWords Automated Rules

Filter your account statistics to search for the data that interests you the most, such as keyword text, average cost-per-click (CPC), or impressions. Once you’ve created a filter, you can save it for easy access in the future. Automated Rules allow you to take action based on your filter results. For example, you can raise your CPC bids every Tuesday for keywords with an average Cost Per Lead below your target range. Similarly, you can pause and flag keywords with an unacceptable Cost Per Lead to manually review them before allowing them to run again.

Bulk Edits

AdWords Bulk Edits

AdWords Bulk Edits

A relatively new feature in the AdWords web interface that mimics some of the bulk editing capabilities in AdWords Editor (AE). Need to do a quick “Find and Replace” or “Append Text” function for some keywords or ad copy? Bulk edits make it easy. We still find AE to be more useful for large-scale updates, but Bulk Edits can speed up the monotony of making several minor changes to campaigns, ads, or keywords.

Automated Reporting

AdWords Automated Reports

AdWords Automated Reports

Customize your AdWords reports and have them emailed to you on a regular basis. With automated reporting, you can keep an eye on your most important campaigns, keywords, and ads without the trouble of logging in and re-creating your reports every few days.

Of course, machines can’t completely replace humans (yet), but they can help reduce the monotony and let us focus on the high-level strategies and insights that improve performance and yield more leads.

WSJ: Online Advertising Fraud? The PPC Marketer’s Advantage

PPC experts can help combat online fraud.

PPC experts can help combat online fraud.

This past Sunday, the Wall Street Journal ran an article referencing a “crisis” in online advertising. The crisis centers on the increasing prevalence of fraudulent Web traffic, and the price marketers are paying for it.

Without question, fraudulent traffic is a major issue facing digital marketers in 2014. Still, there are several ways to limit the negative impact of fraudulent Web traffic on your online marketing performance.

 1.    “Invalid Click” reports on Google AdWords & Bing Ads

Google and Bing have very sophisticated measures in place to protect advertisers against “click fraud” or “invalid clicks.” When their system determines that an individual click on your ad was fraudulent, they log it in an invalid click report, and you are not charged for the click. If a certain campaign is regularly receiving invalid clicks, you should consider refining your targeting to exclude offending IP addresses, ad placements, and risky ad networks.

2.    Use Cost Per Click (CPC), not Cost Per Impression (CPM) Bidding

As the name suggests, Pay Per Click advertising is inherently less susceptible to fraud, due to the fact that we only pay for clicks, not impressions. By opting for a CPC model, rather than a CPM (Cost Per 1,000 Impressions) model, you remove some of the incentive for inflated and fraudulent impression counts. Because of the systems mentioned above, it’s much tougher for bad actors to fake a click than an impression.

3.    Factor some waste or fraud into your estimates

Unfortunately, we’ll never be successful in completely ridding the Internet of fraud. As the WSJ article says, there are far too many real customers online to be scared away by the fake ones. Rather, as marketers, we at times have to factor in a certain amount of “waste” or fraud into our plans. If we’re making our clients $5 or every $1 in ad spend, a small amount of fraud can be tolerated, because the overall spend is profitable.

Perhaps the best point in the article is where the author states that marketers are becoming “more aggressive in monitoring how their money is spent.”  It can’t be understated how important it is to closely monitor your online marketing activity. Whether you have the resources to handle it in-house, or need to enlist an agency’s expertise, this should be a priority for 2014.

So, is this really a “crisis,” as suggested? Maybe. But, by taking a few simple steps, you can regain control of your digital marketing presence, and take a stand against fraudulent Web activity.

CC Photo Credit

3 Ways to Get Free Clicks on AdWords

We’re all trying to get the biggest bang for our buck on Adwords. What better way to do that than to get free clicks? C’mon, everyone loves a freebie! But before you can take advantage of said Adwords freebies, you’ll need to understand Ad Extensions.

What are Ad Extensions?

Ad extensions are just that: Extensions on your ads that show extra information about your business. This could be a call extension, an app download, directions, previous visits, or links to other pages on your site. If a customer clicks on any of these extensions, you will be charged as usual (up to 2 clicks per impression). However, there are 3 extensions that Google does not charge you for: Review Extensions, Social Annotations, and Seller Rating Annotations.

Review Extensions

Review Extensions allow you to share positive third-party reviews or other accolades with an additional line of text under your ad. If a customer engages with your ad by clicking on these reviews, you will not be charged.  If they click on the ad itself, you will be charged as usual. These puppies can boost CTR by up to 10%.

Seller Rating Annotations

Seller Rating Annotations let customers see a combination of reviews and ratings that represent an aggregate of customer experiences with your company.  These ratings come from both Google and independent review sites. Customers can click through to verify your ratings without costing you a bid.  These typically draw less clicks, but usually increase CTR on the ad itself.

Social Annotations

When you link your Google+ page and your ads, Google can automatically show endorsements from your page’s followers. These will be shown when the system predicts that social proof will improve Campaign performance. You can get freebies 2 ways with these: Customers can click +1 on your ad or can click through to your Google+ page and you won’t be charged for either.

And there you have it. 3 ways to use Ad Extensions to your favor and get free clicks. These may not directly result in conversions, (and we certainly don’t recommend building your entire strategy around them) but in the end, every click counts.

5 Reasons Growing Companies Need PPC Specialists

If you haven’t yet made the leap, it’s likely that 2014 will be the year your business begins investing in Pay Per Click (PPC) Advertising. With advertisements currently making up about 30% of the clicks on search engines, businesses are benefiting more than ever from maintaining a strong paid search presence.

When it comes time to add PPC into the marketing mix, most companies are faced with the same dilemma: hire an in-house PPC employee, or partner with a specialized Search Engine Marketing (SEM) agency. While there are clearly benefits to adding a full-time employee, here are five reasons you should explore a partnership with a PPC specialist in 2014.

1. Hiring an agency is cheaper

Assuming your internal hire would be someone with a little bit of experience, partnering with an agency is almost certainly the more cost-effective alternative. Unless you’re being egregiously over-charged, 12 months of an agency’s management fee won’t come close to an experienced employee’s salary. This means more money to spend on the clicks themselves!

2. More heads are better than one.

Even the most talented PPC minds run out of new ideas eventually — it’s simply human nature. By working with an agency, you’re removing the pressure from a single person’s shoulders, while ensuring your account will be managed by a full team of experts. More minds means more ideas, fewer missed opportunities, and better results!

3. Access to Google & Bing reps and beta tests

As an established agency, we have ongoing relationships with representatives at Google and Bing. These representatives are tremendous resources for new campaign ideas, as well as resolving technical issues when they arise. Our status as an agency also allows us to be part of beta tests for exciting new features and programs. Utilizing these features to the fullest is key to gaining a leg up on your competition.

4. Access to industry-leading tools

Whether it’s advanced call-tracking software, a shiny new data reporting system, or a highly-technical bid management system, the PPC world is full of incredible — and expensive — tools. These tools are available to anyone, of course, but buying them can take a big chunk out of your marketing budget. Fortunately, we need these to do our job, so we already have them in house.

5. We live and breathe PPC

Last, and most importantly, we really love PPC. When we’re not digging into our clients’ accounts to maximize their ROI, we’re scouring the internet for new ideas. PPC agencies don’t divide their time between a dozen different marketing channels; no, we stick to what we know and love, and we give it our undivided effort.

CC photo credit: flickr

Webinar: Call Tracking for PPC – Dec. 5th

Looking for ways to increase sales leads from your Pay Per Click campaigns? Need better visibility into the performance of ALL of your marketing efforts?

Join us on Thursday for a webinar led by Irv Shapiro of ifbyphone. I’m going to share 5 ways we use call tracking to improve conversion rates for our clients that rely on a steady flow of sales leads from search engine marketing.

Topic: Call Tracking for PPC: How it works and why you need it
Date: Thursday, December 5th, 1:00pm EST
Link: https://www.brighttalk.com/webcast/43/92975
Presenters: Irv Shapiro, ifbyphone CEO and Andrew Miller, President of Your Search Advisor

Register For the Webinar

AdWords Express vs. AdWords Comparison

Is your business toying with the idea of testing Google AdWords to promote your products and services online? Even though nearly every keyword category is already crawling with competitors, there are millions of businesses that have not yet ventured into the Pay Per Click world to increase their visibility online.

The first thing you’ll notice when you start researching AdWords is a choice: Google AdWords Express vs. AdWords. Since most marketers or business owners are not aware of the differences, we put together this quick comparison.

Google AdWords Express

AdWords Express is a fully automated advertising program for marketers that want a convenient way to get ads online quickly. In that sense, AdWords Express works well. In just a few minutes, a business owner can add a few keywords that describe her services or products then write a brief description to serve as an ad. She enters her credit card and her business is online in minutes.

Easy, right? Technically, yes. But with every time-saving feature comes a compromise in control. Here are a few of the pros and cons we have found with AdWords Express.

Pros

  • Fast, easy set up for new users
  • Even the high-level reporting can be useful for marketers that are not used to measuring performance

Cons

  • Can only promote one product/service in one geographic area
  • Potentially irrelevant targeting & wasted spend
  • Limited control over audience targeting

Google AdWords (Full Version)

Like to get your hands dirty and dig into data? The full version of AdWords is for you. Advertisers get more features, more control, better targeting options, and more robust reporting than AdWords Express users.

Pros

  • Fully customizable & absolute control
  • Very granular controls over keywords, ads, and audience targeting
  • Can promote more than one product/service in multiple geographic areas
  • Detailed reporting & analysis capabilities

Cons

  • Greater time commitment to climb the steep learning curve
  • More complex interface
  • Potential information overload for beginners

Our Perspective

Both platforms will drive new traffic to your website.  And, both can work well if you set them up and optimize them properly with a goal of improving results over time.

No matter which version of AdWords you choose, pay close attention to your outcomes and results. Take the time to update your keywords, test new ads, and adjust bids for better results. It is entirely too easy to lose control of a neglected account and waste money on unqualified traffic that will never buy from you.

Given a choice, we always choose the full version of AdWords for our clients. We have experimented with the various iterations of AdWords Express (read our review of the former Google Boost service) over the years and helped transition several clients to the fully-featured version of AdWords for 3 reasons:

  1. AdWords Express only allows for one set of keywords and ads, so you can only effectively promote one product or service.
  2. Most Express features are built for local businesses, so online retailers or larger businesses will miss out on geographic-targeting capabilities.
  3. Very little data is provided for each keyword. This makes it nearly impossible to analyze the results and improve over time.

The bottom line: if you are don’t want to give up control over the details that matter for your AdWords campaigns, stick with the full version. If you just need a quick, convenient way to get your ads online without a lot of hand-holding, you might try AdWords Express.

AdWords CPC Rising With Enhanced Campaigns. Or Are They?

As an agency that manages Google AdWords accounts day in and day out, we have a front-row seat to the upheaval of the Google AdWords platform known as “Enhanced Campaigns.” Enhanced Campaigns are a new campaign type that Google says advertisers can use to target the right ads to the right customers at the right times, on the right devices.

It sounds like a gift from above for advertisers, right?

But even Google’s new tools can be misinterpreted or (more likely) implemented poorly, leading many to believe they are just designed to extract more money from advertisers. Many in our industry instantly went into a defensive position and claimed that Google is just out to screw everybody over in the name of profits, but lately more reasonable opinions have prevailed. In fact, we have even published a case study showing the EC changes can be positive for clients & agencies that are willing to take the time to learn and use all the new features.

Adobe vs. Google

Adobe is the latest to publish statistics that seem to indicate a rise in AdWords CPCs since the introduction of Enhanced Campaigns this spring. However, after Forbes.com and others picked up the story, Google has issued statements claiming, “There have been many speculative reports, but it’s far too early for any of them to be reliable. Advertisers will choose their bids and adjust their spend based on the value they see in their campaigns.”

Who to Believe?

As an agency, we are siding with Google (and PPC software providers Marin and iProspect) that all claim that it is too early to know the full impact and whether or not CPCs are actually rising as a direct result of Enhanced Campaigns. The mandatory upgrade deadline is July 22nd, after which ALL AdWords advertisers will be automatically upgraded. At that point, we’ll have the complete picture, but I think it’s far too soon to know.

Higher CPCs, So What?

This is the intractable problem with PPC. Even if CPCs do rise (and they will, eventually),  savvy advertisers have to prepare for a future with higher traffic acquisition costs. There are a few ways to soften the blow and maintain or improve the profitability of a campaign:

  1. Improve conversion rates on a site to lower the total Cost Per Acquisition
  2. Manually lower CPC bids and/or use some sort of automated bidding rules to keep CPCs in check
  3. Re-allocate some AdWords ad spend to other ad platforms with lower CPCs
  4. Diversify the keyword set to include more “long tail” keywords that tend to be cheaper

The list goes on, but my point is that nobody is forcing advertisers to pay higher CPCs.

A Successful Enhanced Campaigns Transition Case Study

Have you prepared your AdWords campaigns for the new Enhanced Campaigns (EC) structure yet? If not, you have until July 22nd to upgrade your campaigns before the automatic upgrade takes the control out of your hands.

We have been preparing our clients’ campaigns for several months and early tests showed mostly neutral results after the Enhanced Campaigns transition. However, in several cases we have seen significant improvement in our primary Cost Per Acquisition and Conversion Rate metrics after switching to Enhanced Campaigns. Why? Because we didn’t fuss about the changes…we took advantage of the new targeting options and optimized our campaigns for the new reality.

Here’s a quick rundown of the before & after results we’ve seen for a larger lead generation client in the home services category:

  • A significantly lower average Cost Per Click resulted in a 6% lower Cost Per Lead
  • Even though Conversion Rates dropped, total lead volume remained flat because we could afford more clicks
Enhanced Campaign Conversion Rate Enhanced Campaign Cost Per Lead
Enhanced Campaign CPC Enhanced Campaign CTR

Results by Device Type

Since the biggest change with EC is a change in device targeting options, we broke out the click metrics by device type before and after the transition to Enhanced Campaigns. As you can see, CPC dropped across all device types as we took advantage of mobile device bidding preferences and tightened up our desktop/tablet campaigns to avoid higher Costs Per Lead. Because we know our mobile traffic converts to a phone call at a higher rate than desktop/tablet visitors, we increased our CPC bids and average positions for smartphone which yielded a higher Click-Through Rate.

Enhanced Campaign CPC by Device

Enhanced Campaign CTR by Device

Conclusions and Next Steps

Despite all the negativity surrounding the forced migration to Enhanced Campaigns, we have proven that the new system can yield better results for lead generation clients when campaigns are properly optimized to take advantage of the new bidding options and geographic modifiers.

Going forward, we are going to continue to observe device-specific trends in the click, cost, and conversion data. We’ll also increase our use of geographic bid modifiers to improve CPA in our target zip codes. All in all, we are excited about the direction that Enhanced Campaigns are headed in. But even more importantly, our clients are excited about the results we are achieving for their AdWords campaigns.

Have you upgraded to Enhanced Campaigns yet? Why or why not? If we can be of assistance, please do not hesitate to contact us.

 

Google AdWords Dropdown Sitelinks Beta

Does anything look different about this screenshot of a Google AdWords ad?

AdWords Sitelinks are a common sight in paid ads and can help searchers find the right pages on an advertiser’s site in fewer clicks. Advertisers love them because they improve Click-Through Rates and can help lower Bounce Rates.

Advertisers love sitelinks because they improve Click-Through Rates.

We just noticed this new type of AdWords Dropdown Sitelinks (not sure what it is officially called) which must be in beta for select advertisers. It will be interesting to see if it makes its way to other advertisers. Based on the visual prominence of the dropdown, it should result in higher CTRs.

Our Experience With AdWords Beta Tests

Over the years, we have been invited to test new AdWords features and typically see only about 50% of the new features launch to the public. Most of the time, the results are not significantly better than the existing AdWords features, although there have been a few home runs that make a tangible difference in our clients’ businesses.