Four Key PPC Web Analytics Metrics You Should Consider

By Kirsty Lee

Watch your bounce rate

A high bounce rate is a good indication that your content isn't engaging.

PPC is an important strand of your web analysis. One of the cool things about PPC data is that you don’t need a lot of history to draw conclusions from it – a few weeks is enough time to give you an idea of how well a campaign is performing.

Google Adwords data is included in your Google Analytics data and includes metrics like click through rate (CTR) and cost per click (CPC). Google recently released AdWords API v201101, which allows you to more efficiently run reports, as well as implement campaign experiments and other recently released advertising features at scale.

But how do you track success after PPC visitors are on your site? What metrics should you investigate to ensure that you are getting high quality traffic and capitalizing on opportunities to convert?

For these types of performance metrics, you need web analytics! Here are four important metrics you should review on a daily basis to evaluate PPC campaign performance.  Continue reading

Pay-Per-Click: Some of the Prominent Benefits You Can Enjoy

By Pankaj Roy

Internet marketing is no doubt the most prominent form of advertisement and promotion that have made it big in today’s market. With newer techniques and strategies being tried out to ensure more benefits for a company website design, Pay per click is an effective method that can help you enjoy an upscale in the return.

But most often it is found that many people do not have a fair idea of this new technique. Here in this article, we provide you with a brief synopsis of pay per click and its benefits:

What does pay per click mean?
Considered by many as complex and tough, in reality pay per click is a simple and interesting way of advertising. All you have to do is place the ad in text format in the search engines. Commonly seen at the right hand side of search engines, these ads are placed in such manner so that it is easily noticeable to viewers. The most interesting fact about this pay per click ad is that you will be entitled to pay only if someone clicks on the advertisement.

Benefits of Pay per click
Read below to know about the benefits of pay per click advertising that you can easily avail:

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Eight Not To Do Things While Managing Your PPC Campaigns

By David Smith

PPC things to avoid

There are certain things that you should not do while managing PPC campaigns.

Building a profitable PPC campaign is not an easy task. You have to be pro-active, monitor the data stats at regular intervals and make sure that everything is under control because even a minor change (mistake) in your PPC campaign can ruin the performance of your overall campaign and convert it into an expensive disaster. Here in this article we’ll highlight some of the most important things that you should never do while managing your PPC campaigns.

Not thinking like a user while writing your ad copy – Write your ad copy from the view point of a buyer instead of from the view point of a seller. You’ve a limited number of characters to use so use them properly. Ask yourself why a user will click on your ad or what could be the reason due to which a user doesn’t prefer to click on your ad. Don’t overlook the importance of emotional triggers while creating your ad copy. Instead of speaking what you want to say in your ad copy focus on what your audience wants to listen.

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My Opinion: SEM=Paid Search

By Richard V. Burckhardt

SEM=Paid Search

Personally, I am in the camp that refers to SEM as paid search, not SEO

Being the Danny Sullivan fan boy that I am, it’s rare that I find myself in disagreement with him, but that’s where I find myself after reading his Search Engine Land post Does SEM = SEO + CPC Still Add Up? where he opines that SEM (Search Engine Marketing) is an umbrella for all forms of search marketing, paid and organic.

In the article, Danny gives quite a bit of history supporting his idea that all forms of search related marketing should be lumped under SEM. It’s a great read.

Nonetheless, I have always been in the camp that feels that SEM refers to paid search marketing. My reasoning is very simple. With search engine optimization you have SEO. That’s it. With paid search you have all kinds of variations – PPC, CPA, CPC, banner ads, etc. If anything needs to have an umbrella, it’s paid search.

And, what about other forms of web related marketing (example: e-mail marketing) that aren’t necessarily search related. They don’t fit under a “search” umbrella.

Personally, I feel it makes more sense for the umbrella for all web marketing to be something as simple as, well, “web marketing.” That allows better segmentation of organic (SEO), paid (SEM), social media optimization (SMO), e-mail marketing and affiliate marketing while keeping them all under a “web marketing” category.

That said, the fact that Danny has “found it annoying that over the years, more and more people use SEM to mean paid search, as if SEM excludes SEO” points out the fact that if we in the industry don’t have a standardized definition of what SEM is (and SEO, SMO, etc. for that matter), then how are companies trying to hire us going to be anything but clueless as well? Continue reading

SEO/PPC Partner Needed

I spoke with these folks earlier this week and thought I’d pass this opportunity on to any SEOs out there looking for contract work.

BryantBROWN communications, a full-service ad agency in Los Angeles, is looking for an S E O partner to provide S E O analysis and link building, as well as pay per click campaign management and conversion optimization, for a growing client base of healthcare, financial services, and entertainment companies. The ideal partner would have experience working with agencies on a project basis. Virtual consulting is okay. Please refer to our website for more information about our agency, www.bryantbrown.com. If you are interested, please forward your resume, relevant experiences, and fee structure.

 

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PPC/SEM Specialist in Austin

This position has been filled

FramesDirect.com - Eyeglasses OnlineThe company that I do SEO for, FramesDirect.com is looking for a Pay Per Click/Shopping Site Feed Specialist to work out of their Austin office full-time. You can go to the company blog, The Eye Zone, and read the Austin job opening there.

Let me explain a bit about the position. It is 100% PPC. There is absolutely no SEO involved other than collaborating with the SEO (me) to do paid marketing in areas where we are weak on the organic side of the aisle. The eyeglasses superstore is rapidly expanding into a lot of shopping sites, PPC advertising and e-mail marketing venues and needs someone who is experienced and can give total focus to optimizing product feeds and ads.

This means that if you are with a PPC/SEM firm or an SEO who dabbles in PPC, do not bother. This is an in-house position with no SEO involved. The company wants someone who can work side by side with their web designer to create and test landing pages out of their Austin office.

Pitches and resumes from firms and SEOs will be discarded. And, since I am screening the resumes for the company before I send them to the CEO, I am the one they go through first.

Just wanted to point this out. Again, this is NOT an SEO position. I have been splitting my time doing SEO, PPC and working on feeds. The company is growing to the point that someone who can handle the paid end of things full-time is needed so that I can concentrate on organic SEO, the blog and press relations.