April 21, 2018

How To Improve Click-Through-Rates With Bid Management Strategies

Bid management is one of the most complicated aspects of PPC Internet marketing. As a result, many advertisers have decided to automate the process with bidding software in Google Adwords or through a third-party source. Both options have their pros and cons between financial and control.

Bid Management Strategies

There are many effective strategies for pay per click advertising bid management.

Do Not Bid for the Top Spot

First, it is important not to bid for the top spot. Although search engines recommend this as an effective bid, it is a foolish move because of the high cost and number of queries input by a potential customer prior to landing on one page. With most keywords, companies with the largest budgets spend the money to bid for the top sport. Unless you have a next-to unlimited budget, do not bother.

Exploit Bid Gaps

Also, when large advertisers blindly set a Cost Per Click (CPC) amongst a variety of keywords, they cause bid gaps. By identifying these gaps and filling them with a reasonable bid, you can jump several spots in the rankings for a low CPC.

Identify the CPC

Additionally, it is critical to identify the max CPC to determine the maximum amount you are willing to pay for a keyword. If you are unfamiliar with this value, take an educated guess. The max CPC will certainly change over time and can vary between search engines. For a more accurate approach, base the max CPC on your profit margin or revenue with a set percentage in mind.

Structure Plans to Different Search Engines

Another effective Internet marketing bid management strategy is to structure different plans for different search engines. Although there are many similarities to each platform, there are also many differences that must be accounted for. By adjusting the strategy for each engine, you can better cater to the platform’s requirements.

Prior to embarking on the journey through PPC advertising, follow the aforementioned tips to assist with your bid management strategies. This will help improve your CTR by lowering costs and ensuring you target specific online consumers with relevant keywords and associated bids.

Best Methods Of Improving Your Adwords Quality Score

Google-Quality-ScoreAccording to Google, the Quality Score is the metric used to rate the quality and relevance of an ad to determine your minimum CPC bid for the search network. The score is calculated using each of your keyword’s Google click through rate (CTR) as well as the relevance of your ad text, landing page and keyword. Not only does the score affect your CPC but it also plays a major role in determining your position in the search results.

Types of Quality Score

Google further identifies two types of Quality Scores: Search Network Quality Score and Content Network Quality Score. When placing your ad in search results, the Search Network Quality Score is applicable. When the ad appears on the Content Network, the Content Network Quality Score is utilized. This is important as different Internet marketing methods of improvement apply to the type of advertising that is conducted.

Quality Score Improvement

There are a few basic but effective methods of improving your Adwords Quality Score including:

  • Account performance in the selected geographical location
  • Historical CTR of the display URL’s
  • Quality of your landing page
  • Relevance of your keywords
Account Performance in the Selected Geographical Location

This is a fairly new factor to the Quality Score calculation. When targeting consumers in specific geographic locations, it is critical to determine which areas are performing well and those that are performing poorly. This will indicate whether you should create an entire campaign or remove it altogether.

Historical CTR of the Display URL’s

ctrAnother new aspect of the Quality Score calculation is the historical CTR of the display URL within your ad group. When the campaign first begins, make sure to rigorously split test all ads and the display URL to ensure you find the one with the highest CTR. To improve the display URL, you can add keywords to the subdomain.

Quality of your Landing Page

With Google’s human “Ads Quality Raters,” it is more critical now than ever to ensure you pay close attention to your landing page. Simultaneously, Google has hired thousands of Search Quality Raters who rate pages for the specific classification within organic search results. Although these appear to be unrelated, there is a moderate amount of crossover between the functions. This tells you that Google finds landing pages to be critical.

Relevance of your Keywords

The relevance of your keywords within each ad group always helps. This includes using the base keyword in the ad text, title and display URL. Although it will not provide a significant jump in Quality Score, every little bit counts in Adwords.

How Effective Is Pay Per Click In Gauging Consumer Interest?

In the world of internet marketing, pay per click and Adwords is an integral part of the revenue generating process. This simple technique opened the door to a whole new generation of entrepreneurs. All they needed was a website half the job was already done.

Under the pay per click model advertisers pay the website owner to place ads on their web sites. Normally, the website carries or promotes products of similar interests. When someone makes a query about a specific product, search engines scour the net for possible matches and rank them according to relevance. When a web surfer lands on the website owner’s page, not only will he be confronted with invitations from the website owner, but banner ads from product advertisers. These ads carry unique signatures or embedded codes that communicate back to the advertiser the identity of the website owner and registers the click to his account.

The rate of pay is determined by how many times visitors to a particular website clicks on the ad. Normally, a single click by itself doesn’t generate a huge payout, say a penny or so, but when you consider that the number of visitors to a website can run into the thousands or tens of thousands per day the income generated by the aggregate of clicks could be substantial.

A modified version of PPC is the affiliate program. Under this model, the website owner agrees to host the advertiser’s banners on his site in return for a share of the revenue he generates. A website visitor must not only click on the ad, but make a purchase also. The website owner’s earnings depend on percentage the two parties agreed upon. However, should the website owner fail to generate any sales, the advertiser isn’t under any obligation to pay and therefore incurs no expense for placing his ads on the owner’s website.

It was a novel advertising idea at first and a lot of people made money. Now, however, there are so many websites out there carrying the same ads that some web surfers may be beginning to feel a little overwhelmed. But, that doesn’t mean that those web surfers don’t end up buying the advertiser’s product anyhow.

Admittedly, PPC is a great indicator of how well a product is received in certain geographic areas, but that interest does not translate into sales. Therefore, maybe advertisers should think about revamping the old model and have the visitor, after clicking on the ad, greeted with a short questionnaire asking whether or not he actually intends to buy the product. This would give the advertisers a better grasp of the ads’ overall effectiveness.