I Just Reduced Head Term CPCs by 93%
TweetI work in one of the most competitive PPC markets. (period) While Education paid search may get less attention than Insurance or Banking for cutthroat tactics and out of this world CPCs, it truly is one of the most expensive and competitive markets out there. Moving from B2B, then to Retail Electronics, and now to Education has truly been an eye opener in the world of cost per click. CPCs range from the mid teens up into the $50 range on a normal day. Certain head terms can easily reach the $60 mark with bids to even get an impression at over $100. So how did I reduce a HEAD TERM CPC by over 90%?! Easy. I found a corner of the Internet that no one was standing in; Google Image Search! That’s right, Image Search for head terms. Until recently, your standard AdWords campaign would display within most properties in Google; Search, News, Images, etc. Google introduced a new Image Search layout a short time ago, and with that came a new image search ad format. This left and extreme amount of companies and agencies in the AdWords marketplace NOT bidding on terms in Image Search! Thanks for the private auction, Google. In a space where very few people are playing, until this article is read, competition is almost nonexistent. I managed to create a few campaigns to cover brand and some very expensive head terms. WAIT…now before you say, “C’mon man, image search ads were tested in 2008!”, realize that this rolled out somewhat recently. Tests are always happening, but this is now out there for everyone. And I do realize some retailers are already doing this, but No One in the edu space has touched it…until now. Have you checked the competition in your vertical? WAIT AGAIN…what does this do for leads or conversions? Not a lot, but the incremental leads gained are just that. It’s a space where we were not present and now we are. It’s also very good visibility (think display) to our brand. For the price, you can’t beat it. (until it gets more competitive) OK Proceed… The head terms in which I am getting traffic for from Image Search is extremely valuable from a branding and upper-funnel standpoint. After a few days of trafficking, I realized a 93% reduction in CPCs for head terms. It was truly an amazing outcome. Google...
Read MoreMy 5 Favorite PPC Copywriting Tips
These are some of my most used and most successful text ad phrases! You want to be sure to include more detailed information about the product you’re trying to sell, but these general phrases should help you fill in the blanks. Let’s get to it! Include Pricing Only $9.95! 45% Off Obvious Call to Action Buy Now! Order Online! Click For More Options Loyal Americans Ships from Milwaukee Made in USA Cheap and Fast Gratification Free Shipping! Ships Today! In Stock Give Them Options 8 Colors Available Customize Online 4 New Styles! There you have it; couldn’t be more to the point. Now go write some new ads and make sure you’re experimenting with at least 2 ad variations at a time. I have a few more tricks up my sleeve, but I’ll hold onto them for now (search people are so private). These are just some basics that you can try out. If you have any questions – feel free to...
Read MoreBoost Clickthrough and Conversion with AdWords Reviews
Are you or a client selling goods or services online? Are you paying for AdWords? It’s time for you to sign up for at least one ratings service and politely ask your customers to rate their experience. Google recently started pulling ratings from various services and attaching the *stars* to AdWords text ads. (See Figure: 1) I think that adding reviews directly to an ad is as close as you get to word-of-mouth, which we all know is hands down the best marketing medium out there. You instantly add trust by showing potential customers what people are saying about your company. The only thing holding you back is that Google requires a few things. “If your online store is rated in Google Product Search, you have 4 or more stars, and you have at least 30 reviews, you’ll automatically get seller ratings with your ads.” Seems easy enough; now all you have to do is start asking your customers for reviews. If you’re an eCommerce company, the perfect time to ask for a review (and include an easy-to-use link) is in the Shipment Confirmation email. Check figure 2 for a good list of review sites to look into. Good...
Read MoreMicrosoft AdCenter Bing Calendar Fail
TweetToday is April 30, 2010. I log into Microsoft Advertising adCenter to check an account. Then I click on the calendar to go back 1 day, to 4/29/2010. This should be an easy thing to do, but the option Microsoft gives me is pictured below. They show today as May 1st. Can they predict the future? This happens all the time, I have to go back one month with the drop down (no arrows to make it easy) and select the date. But today is special! They took me all the way back to January. Bing – that was not easy! I just thought this was a ridiculous flaw so I had to point it out. So…thank you Microsoft / Bing for making things so painful. At least your desktop PPC editor is decent. The online UI is pretty annoying, please work on...
Read MoreQualities of a SEM
TweetInterested in Everything I’ve marketed hard hats, concert wristbands, trophies, gas station nozzles, ear plugs, plasma TVs and water pumps. I now know way too much about every single one of those things. To write truly effective ad copy and target the best keywords, you need to know about the product you’re trying to sell. Obsessed with Numbers Maybe it’s a bit of the OCD kicking in. Maybe it’s a hidden need to stare at numbers all day. Whatever it is, I love to analyze everything SEM. Click through rates, bounce rate, open rates, return on investment, and conversion rate – they’re all exciting to track and improve. You won’t be able to measure and improve your campaigns if you aren’t addicted to the numbers. Plus, numbers will never lie to you. They are a trustworthy group. Thinks Charts and Graphs are Sexy Is that a data point on your line graph, or are you just happy to see me? Sure, you already love numbers and your brain is practically a virtual pie chart. What about your clients or your boss? They do not want to see a spreadsheet full of numbers. Dress it up! People love to see their numbers in chart form; it’s a scientific fact. Intelligently Competitive I grew up in a house with 4 brothers and 2 sisters, and played varsity sports all through high school. I know a little something about competition. It’s great to have a competitive nature in SEM. That’s what makes you want to have a higher CTR and Conversion Rate every month. It will help you succeed. However, you have to control it and pick your battles. You never want to get into a bidding war in order to be in a number one ad position. You will lose the ROI game. And that’s no good. More on emotional bidding. Best Friend is a Thesaurus Webster and I have had some amazing wonderful fantastic times! In addition to learning everything you can about the product, a thesaurus or the PPC equivalent Keyword Tool, is essential to finding more keywords and writing ad variations. You can never have enough keyword synonyms in an ad campaign. Customers use the craziest words to find your products. Make sure you’re bidding on those crazy words! Good Enough is Not an Option Wow, I have a 14% conversion rate! I look like a hero to...
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