google performance max

 

Are you ready to take your ecommerce site to the next level? Look no further than Google’s powerful Performance Max Campaigns. With these campaigns, you can maximize your online presence, target the right audience, and optimize your ad creatives for peak performance. Say goodbye to guesswork and hello to data-driven success.

 

Get ready to watch your conversions soar as you leverage the dynamic ads and smart bidding strategies that Performance Max Campaigns have to offer. Get in on the action and start maximizing your results today!

 

Understanding Performance Max Campaigns


If you want to make the most of Google’s powerful Performance Max Campaigns, it’s crucial to have a clear understanding of how they work. These campaigns utilize advanced tracking analytics and conversion optimization techniques to deliver personalized advertising that maximizes your performance metrics. With Performance Max Campaigns, you can target your ads to reach the right audience at the right time, increasing the chances of conversions and boosting your ROI.

 

 

By leveraging Google’s powerful algorithms, these campaigns automatically optimize your ads based on real-time data, ensuring that your budget is allocated to the most effective placements and targeting options. This data-driven approach allows you to continuously improve your ad performance and make informed decisions for your advertising strategy. So, buckle up and get ready to dive into the world of Performance Max Campaigns, where tracking analytics, conversion optimization, ad targeting, and personalized advertising reign supreme.

 

Targeting the Right Audience


To target the right audience, you need to identify their preferences and interests. Start by understanding who your customers are and what they like. Use data analysis to identify the demographics of your target audience, such as age, location, and gender. Refine these demographics as you gather more information about your customers.

 

Once you have a clear picture of your audience, customize your messaging to resonate with their interests. Use language and visuals that appeal to their preferences. This will help you establish a connection and increase engagement.

 

To optimize reach, leverage Google’s Performance Max Campaigns. These campaigns use machine learning to automatically allocate your budget across multiple channels and placements to reach your target audience effectively.

 

After running your campaigns, analyze the results to see how well you’re reaching your desired audience. Adjust your strategies as needed to improve performance and drive better results.

 

Optimizing Ad Creatives for Performance


 

Maximize the performance of your ecommerce site’s ad creatives by implementing these key strategies:

 

  • Design strategies: Ensure that your ad creatives are visually appealing, easy to read, and in line with your brand’s identity.
  • A/B testing: Test different variations of your ad creatives to see which ones perform best in terms of click-through rates and conversions.
  • Ad copywriting: Write compelling and persuasive ad copy that grabs the attention of your target audience and entices them to take action.
  • Visual assets: Use high-quality images and videos that are relevant to your products or services to capture the interest of potential customers.
  • Call to action optimization: Optimize your call to action buttons by using clear and action-oriented language that encourages users to click and make a purchase.

 

Utilizing Smart Bidding Strategies


When utilizing Performance Max Campaigns for your ecommerce site, you can effectively optimize your bidding strategies by implementing smart bidding techniques. Automated bidding, powered by machine learning, allows you to automatically set bids based on various factors, such as device, location, and time of day. This saves you time and ensures that your ads are placed in front of the right audience at the right time.

 

By using smart bid strategies, you can maximize your campaign optimization and achieve better performance tracking. These strategies include Target CPA, Target ROAS, and Maximize Conversions. With Target CPA, you set a specific cost per acquisition goal, while Target ROAS focuses on achieving a specific return on ad spend. Maximize Conversions, on the other hand, aims to get the most conversions within your budget. By utilizing these smart bidding strategies, you can take your ecommerce site to new heights and achieve outstanding results.

 

Maximizing Conversion Tracking and Measurement


You can enhance your ecommerce site’s performance by optimizing conversion tracking and measurement. Here are some techniques to help you improve your conversion optimization and tracking effectiveness:

 

  • Implement advanced tracking techniques such as cross-device and cross-platform tracking to get a comprehensive view of your customer’s journey.
  • Utilize conversion attribution models to accurately attribute conversions to the appropriate marketing channels.
  • Conduct A/B testing to identify the most effective elements on your site and make data-driven improvements.
  • Analyze user behavior and engagement metrics to gain insights into customer preferences and pain points.
  • Use data analysis tools to measure the impact of your marketing efforts and identify areas for improvement in order to maximize your ROI.

 

Leveraging Dynamic Ads for Personalization


Take advantage of the personalized targeting capabilities of dynamic ads to enhance your ecommerce site’s performance. By utilizing personalized recommendations and customer segmentation, you can create highly targeted ads that resonate with your audience. With ad customization, you can deliver relevant content to each user, increasing the chances of conversion. Real-time targeting allows you to deliver ads at the right moment, capturing the attention of potential customers when they are most likely to make a purchase. This personalized user experience not only improves engagement but also drives higher conversion rates. So, why settle for generic ads when you can leverage the power of dynamic ads to create a more personalized and effective marketing strategy? Start optimizing your campaigns today and watch your ecommerce site thrive.

 

Integrating Performance Max Campaigns With Other Marketing Channels


To optimize the effectiveness of Performance Max Campaigns, integrate them seamlessly with your other marketing channels. By harnessing the power of integration, you can amplify your campaign’s reach and impact. Here are some ways to integrate Performance Max Campaigns with other marketing channels:

 

  • Social media integration: Leverage the vast user base and targeting options of social media platforms to complement your Performance Max Campaigns.
  • Email marketing integration: Combine the personalized nature of email marketing with the dynamic and automated features of Performance Max Campaigns.
  • Influencer partnerships: Collaborate with influencers to promote your Performance Max Campaigns, reaching their engaged audience and boosting your brand’s visibility.
  • Content marketing collaboration: Work with content creators to align your Performance Max Campaigns with relevant and engaging content, driving higher conversion rates.
  • Affiliate program integration: Integrate your affiliate program with Performance Max Campaigns to incentivize affiliates to promote your products or services, increasing your reach and sales.

 

Monitoring and Analyzing Performance Metrics


Maximize the effectiveness of your Performance Max Campaigns by closely monitoring and analyzing key performance metrics. Data analytics is crucial in understanding how your campaigns are performing and where improvements can be made. Performance monitoring allows you to track metrics such as click-through rates, conversion rates, and cost per acquisition. This data provides valuable insights into the success of your campaigns and helps you make data-driven decisions to optimize your ROI.

 

Customer segmentation is another important aspect of performance analysis. By segmenting your audience based on demographics, behavior, and preferences, you can tailor your campaigns to specific customer groups, increasing their relevance and effectiveness. A/B testing is also essential in evaluating the performance of different campaign variations and identifying the most successful strategies.

 

Conclusion


Congratulations on discovering the power of Google’s Performance Max Campaigns! By targeting the right audience, optimizing ad creatives, utilizing smart bidding strategies, maximizing conversion tracking, leveraging dynamic ads, and integrating with other marketing channels, ecommerce sites are revolutionizing their online presence. With the ability to monitor and analyze performance metrics, these campaigns are helping businesses make data-driven decisions for maximum success. Don’t miss out on this incredible opportunity to maximize your ecommerce site’s performance and drive impressive results.

 

PPC vs SEO

 

You’re standing at a crossroads. To your left is SEO, a slow and steady path to growth. To your right, PPC, a fast but costly route to visibility. You’re not alone in this quandary. Many businesses grapple with this choice. In this article, we’ll dive deep into the nitty-gritty of SEO and PPC, weigh their pros and cons, and explore real-world cases. So you’ll have the knowledge to make an informed decision. Let’s begin.

 

Understanding the Basics of SEO and PPC


Before you can make an informed decision about whether to use SEO or PPC for your business, you’ll need to understand the basics of each strategy. SEO, or Search Engine Optimization, is a process that includes Keyword Research, On page Optimization, Off page Strategies, Content Marketing, and adapting to Algorithm Updates. Its goal is to rank your website higher in organic search results, attracting free, passive traffic.

 

Keyword Research is the foundation, as it identifies the phrases your potential customers are using. On page Optimization ensures your website is user-friendly and aligned with these keywords. Off page Strategies, such as backlinking, boost your website’s authority. Content Marketing provides valuable information to your audience, keeping them engaged and returning. Lastly, staying updated with Algorithm Updates ensures your strategies align with search engine rules.

 

On the other hand, PPC, or Pay-Per-Click, is a method of buying traffic through paid ads. You’re essentially paying for each click on your ad, which can result in immediate traffic. However, it requires a substantial budget and constant monitoring.

 

Both strategies have their merits and drawbacks. Your choice will depend on your business goals, resources, and risk tolerance.

 

Advantages of SEO for Businesses


You’ve likely heard a lot about SEO, and while it’s not an instant solution, its benefits for businesses are significant and long-lasting. SEO strategies can increase your website’s visibility on search engines, driving more organic traffic to your site. This isn’t just any traffic; it’s high-quality traffic, consisting of visitors who are actively searching for the products or services you offer.

 

Keyword research is another crucial aspect of SEO. It allows you to uncover the exact search terms your potential customers are using. By incorporating these keywords into your content, you’re effectively speaking their language and ensuring your website is among the first they encounter in their search.

 

plastic surgeon local seo

 

Backlink building, another vital SEO strategy, increases your site’s credibility in the eyes of search engines. The more high-quality websites that link to yours, the more valuable your content seems. This, too, can push your website up the rankings.

 

Lastly, SEO can improve the user experience on your site. By optimizing your site’s structure and content, you make it easier for visitors to find what they’re looking for, which can increase their time on your site, reduce bounce rates, and ultimately lead to higher conversion rates.

 

Pros of PPC for Business Growth


In your quest for business growth, there’s no denying that PPC, or pay-per-click advertising, can offer several significant benefits. When executed with precision, PPC campaigns can accelerate your growth, thanks to its potential for high ROI.

 

Private Lending PPC

 

  • Ad Budgeting Strategies: You’re in control of your ad spend. You can set daily limits and maximum bids for each click. This allows you to optimize your budget, maximizing returns on your investment.
  • PPC Conversion Rates: With the right keyword strategy and compelling ad copy, you can attract qualified leads, potentially improving your conversion rates.
  • Geotargeting Techniques: PPC allows you to target specific geographical locations, ensuring your ads are seen by the right audience. This increases the relevance of your ads, improving engagement and conversions.
  • Click Fraud Deterrence & Landing Page Optimization: PPC platforms have mechanisms to deter fraudulent clicks, ensuring you only pay for genuine interactions. Furthermore, you can optimize your landing pages for conversions, providing a seamless experience for your prospects from click to conversion.

 

Real-Life Case Studies: SEO Success Stories


Let’s explore five inspiring real-life case studies that demonstrate the power of SEO in driving business success.

 

  • Case one, a small eCommerce company, saw a fantastic organic traffic increase of 150% within six months. Their secret? A strong link building strategy, combined with keyword optimization insights, allowed them to climb Google’s rankings and attract more potential customers.
  • In the second case, a local restaurant faced a Google algorithm update that threatened their visibility. However, by quickly adjusting their SEO strategy to align with the new rules, they not only maintained their ranking but saw a 20% uplift in online reservations.
  • The third success story belongs to a blog that managed to triple its audience size in one year thanks to a thorough keyword optimization strategy that targeted long-tail keywords.
  • In the fourth case, a clothing retailer suffered from a negative brand image. They underwent an SEO focused rebranding, which dramatically improved their online reputation and increased website traffic by 200%.
  • Finally, an international tech company used advanced link building strategies and extensive SEO audits to increase their organic traffic by a staggering 300% within a year.

 

These stories illustrate the power of SEO. Implemented correctly, it can fuel your business growth and ensure you stay ahead of the competition.

 

Real-Life Case Studies: PPC Success Stories


Now, we’re going to dive into some real-life case studies that showcase the effectiveness of PPC in driving business growth.

 

One online retailer saw a significant uptick in revenue after implementing a PPC campaign. By utilizing PPC Metrics Analysis, they were able to gain a deeper understanding of which ads were performing best and adjust their strategies accordingly.

 

Consider these key factors which led to their success:

 

  • PPC Metrics Analysis: They closely monitored click-through rates, conversion rates, and cost per click to optimize their ad performance.
  • Ad Copy Optimization: By testing multiple versions of their ad copy, they found the most effective messaging to attract potential customers.
  • Landing Page Influence: The company optimized their landing pages to align with their ad copy, creating a seamless customer journey.
  • Budget Management Strategies: They strategically allocated their budget to the most successful ads, maximizing their return on investment.

 

Their Conversion Rate Success skyrocketed, proving that a well-executed PPC campaign can indeed lead to substantial business growth. Remember, control is in your hands. Harness the power of PPC to drive your business forward.

 

Making the Choice: Factors to Consider


You’re at a crossroads, and you’ve got a tough decision to make: should you invest in SEO, PPC, or both? This choice isn’t something to take lightly. It’s crucial to consider five key factors: Budget Considerations, Industry Competition, Target Audience, Geographic Location, and Business Goals.

 

  1. Firstly, your budget plays a significant role. SEO generally requires a bigger investment of time, while PPC can have quicker returns but might be more costly.
  2. Second, consider your industry competition. If it’s fierce, PPC might help you stand out more quickly.
  3. Thirdly, who’s your target audience? Their online behavior can influence the effectiveness of SEO or PPC. For instance, younger demographics tend to ignore ads, making SEO a better choice.
  4. Fourth, your business’s geographic location can sway your choice. If you’re in a densely populated area, SEO might be more beneficial due to the high search volume.
  5. Lastly, align your choice with your business goals. If immediate sales are needed, PPC might be the way to go. If you’re aiming for long-term brand awareness, consider SEO.

 

Future Trends in SEO and PPC


We’re about to venture into an exciting discussion on the future trends in SEO and PPC, where you’ll discover how these digital marketing strategies are evolving. Both are experiencing significant transformations, largely driven by technological advancements. It’s crucial you stay abreast of these changes to ensure you maintain control and keep your digital marketing strategies effective.

 

Here’s what’s in store:

 

  • AI Integration: Artificial Intelligence is revolutionizing SEO and PPC. Its ability to analyze user behavior and predict trends is invaluable. It’s not just the future, it’s happening now.
  • Voice Search: With the proliferation of smart devices, voice search is becoming a major player. It’s changing keyword strategies and how we think about search.
  • Mobile Optimization: Google’s mobile-first indexing means if you’re not optimized for mobile, you’re losing out. It’s not just about looking good on a small screen, it’s about speed and user experience.
  • Local SEO: The future of SEO is local. With more people searching for local businesses, it’s critical to optimize for local search.

 

These trends are shaping the future of SEO and PPC. Embrace them, adapt, and you’ll stay ahead of the curve. Remember, data is your ally, and these strategies are all about enhancing user experience.

 

Conclusion


So, you’ve explored the realms of SEO and PPC, witnessed their benefits, and seen real-life success stories. The question now is, which one will you choose to elevate your business? Will you go for the long-term organic growth of SEO, or the immediate results of PPC? Remember, as the trends evolve, so too should your online strategies. Navigate wisely in this digital sea, because your business’s growth is at stake.

 

pay per click advertising

 

In the 1960s-1990s, the top global brands made memorable TV advertisements. It was the era when no one had smartphones, and the only way to reach the audience was through mass marketing campaigns. The effectiveness of some campaigns led these brands to develop a strong brand name and grab a huge chunk of the market share.

 

Nike exemplifies how the right marketing leads a business to grow tenfold. Nike elevated its sales from just $800 million in 1988 to $9.2 billion in 1998. The brand amassed many customers in just ten years through its “Just Do It” campaign. The slogan was short, sweet, and memorable. But it was notable also because it was repeated on TV and applied to many situations. Today, pay-per-click (PPC) is an innovative marketing tool that, if used correctly, can help the business to make its brand memorable.

 

Why Choose a PPC Strategy for Your Business?


In the era before the internet was popularized, TV commercials were the way to go. But the internet, smartphone technology, and data have helped brands target customers according to their age, demographics, and interests.

 

PPC or pay-per-click is one of the ways brands can create a higher brand recall because of repeated advertisements. It is a better approach to online advertising than pay-per-view (PPV) advertising. It is because even if the brand’s ad is displayed, the business only pays when there’s a click. So, advertisers can easily use PPC retargeting to help create brand awareness and get a click when they have established trust with their customers.

 

An optimized PPC campaign on search results also helps establish a top-of-the-mind recall for the brand or website. In fact, according to a source, PPC Ads can help increase the brand’s awareness amongst potential customers by 80%. It also allows people to associate keywords with a certain brand.

 

For example, people might associate TalkSpace or BetterHelp with virtual mental health help because they have been conditioned to associate these words with the brands. So, whenever they consider seeking mental health help, the 2-3 top brands will come to mind. The right PPC strategy can help businesses position themselves as the solution to the problem that comes to mind.

 

Five PPC Tips for Business Growth


We have established that PPC is critical for brand awareness in the digital world. But how to effectively put PPC to use? Here are five tips that can help you use PPC effectively for business growth:

 

1. Choose the Right Platform

 

You must choose the right platform to get the best results from a PPC strategy. The right platform is one that your audience uses the most. If you are an e-commerce business and your target audience is 18-30, you should go for Instagram PPC. If your audience uses LinkedIn, it is better to choose that platform despite PPC rates being higher than others.

 

LinkedIn charges an average of $5.26 per PPC ad. On the other hand, Google display ads cost around $2.32 per click. Instagram ads are also higher than Google’s at $3.56 per click. These rates vary based on the expected conversion rates of the audience clicking through these platforms.

 

2. Use PPC in Conjunction with SEO

 

SEO is a strategy that allows your business to get organic reach. However, ranking your website through SEO is not easy. Compared to this, PPC can help you get to the first page of search results within a day. Also, over a quarter (27%) of website visits come from paid ads, and these clicks through PPC are 50% more likely to become customers than the organic audience. Still, 53% of website visits are organic, which shows that you cannot beat the importance of SEO.

 

Since PPC has become quite competitive recently, you need to target the right keywords and ad group structure. So, unless you focus on striking visuals, impactful copy, and effective retargeting strategies, PPC won’t work for you. So, optimized PPC – a blend of SEO and PPC is the way to grow your business.

 

3. Remarket to Your Visitors

 

92% of the visitors on your website are highly unlikely to buy anything on their first visit. It is true for brands selling luxury apparel and products at high prices. So, it is important to remarket to your visitors to get that top-of-the-mind position. You could even retarget them with a different ad or get their emails on their first visit to make them a part of your marketing funnel.

 

4. Focus on Website Design

 

Nowadays, people mostly use their smartphones to browse the internet. If the business’ website is not mobile-friendly, potential leads will take no time to close it. When your bounce rate is high, it shows a problem with your website or your PPC targeting.

 

Furthermore, if your website loads slowly, it will drastically increase your bounce rate, no matter how much you spend on your PPC campaign and landing page copy. The bounce rate difference between a website that takes 2 seconds to load and one that takes 5 seconds to load will surprise you. From 9%, the bounce rate goes up to 38%, only with a 3-second delay in the loading time.

 

It is important to focus on the website design, reduce the loading time, and use stellar copy to help further the potential customer make the purchase decision.

 

5. A/B Split Testing

 

If your business has multiple products, the same ad copy might perform well for one audience rather than for another slightly different one. Whether starting from scratch with PPC or having had multiple successful PPC campaigns, you cannot underestimate the power of A/B testing. This testing helps you determine how changes in ads like the description, headline, keywords, audience, and location impact PPC performance.

 

Testing helps you optimize your PPC strategy, so designing your campaign before you run it is essential.

 

Final Words


In this digital era, if your business is still not using PPC advertising, it is missing out on much potential. But because of the competition for customers, PPC is the new SEO. You must expect sales by paying a lot of money. The tips mentioned in this article will help you perfect your PPC strategy and ensure that you maximize lead generation through each dollar you invest in PPC marketing.

ppc expert tips

 

PPC advertising is effectively captivating the attention of an audience and driving traffic to a website. But since PPC campaigns aren’t free, you want to make sure that every dollar you invest offers a good return on advertising.



In this blog post we look at 10 essential tactics you can use to ensure a PPC campaign delivers a great return on advertising spend (ROAS).

 

10 strategies that will improve your PPC ROAS


1. Hyper-targeted keywords

 

Before launching a new PPC campaign, dive deep into keyword research to ensure the keywords you use to target those who are more likely to convert.



In other words, target keywords with high purchase intent. These are keywords potential customers type into search engines when they’re almost ready to take action.

 

2. Competitor research

 

Competitor research tools can yield valuable insights and reduce or eliminate guesswork.



We suggest using these tools to find out:

 

  • Which keywords your competitors are ranking for.
  • The type of copy, call-to-action, and offers that have lower bounce rates. 
  • How your competitors’ ads are performing in the long term.

 

To lower your ad cost, you can also use keyword research or discovery tools to explore keywords that your competitors have overlooked, as their cost-per-click will be lower.

 

3. Negative keywords

 

Both Google Ads and Bing Ads feature a negative keyword tool. With this tool, you can create a list of keywords that aren’t likely to generate conversion straight away. When someone does an online search using those keywords, your ad won’t be shown to them.



Negative keywords are the keywords you don’t want to pay for. Let’s use an example to illustrate this.



Imagine you sell laptops and you launch a campaign for gaming laptops. In your negative keyword list, you could add terms like “laptop 500GB HDD”. Gaming laptops have a higher HDD capacity and therefore cost more, so there’s no point in getting clicks to a product that the user isn’t willing to buy.

 

4. Seasonality adjustments

 

In 2019, Google introduced a seasonality adjustment feature that can maximize PPC ROAS at specific times of the year. To use it, you need to know how a seasonal campaign performed in the past, for example by looking at year-on-year data for Black Friday.



Let’s say you find out that during last year’s Black Friday campaign, you got the highest conversion rates on Friday, but they dropped significantly on Saturday. Using the seasonality adjustment, you can invest more ad spend on this year’s Friday campaign, and less on Saturday.

 

5. Personalized landing pages

 

If your campaign targets more than one buyer persona, you can use different landing pages and personalize them to each persona. You can then use the keyword of geo-location filters to ensure the landing page copy changes dynamically based on who is seeing them.



Some studies show that conversion rates can be 25% higher when using dynamic landing pages.

 

6. Optimize every aspect of conversion

 

Speaking of conversion rates, you must make sure every aspect of conversion is fully optimized. This includes ad copy, the user experience, call-to-action-buttons, forms and check out pages, and abandoned cart re-targeting. 

 

7. Focus on local traffic

 

This is a good strategy for small businesses or those with a physical store. This allows you to target a smaller audience (so the ad costs are lower) while ensuring the audience is highly likely to convert.



To dial in your local PPC campaign, use location targeting or geo-targeting. You can find this feature in most campaign tools. Geo-targeting allows you to define who sees your ad, limiting it to users within a specific distance from your location.

 

8. Improve Ad Quality Score

 

Google lets you check how well your ad performs when compared to competitors. The ad performance is given a score from 1 to 10, with 10 being the best score you can aim for.



To improve your score, make sure your ads are hyper-targeted, relevant and useful.

 

9. Product Listing Ads

 

Conversion rates for Product Listing or Google Shopping ads are 30% higher than for regular ads. To drive more traffic to product listing ads, use all the strategies listed above.



If you create small product groups in your PLAs, you’ll have a more granular view of how your campaign is performing in case you need to make adjustments.

 

10. Analyze, analyze, analyze

 

Boosting your ROAS involves tracking and analyzing campaign performance constantly. Having a well-designed analysis strategy allows you to be agile and fine-tune your ad campaign as needed to get even better results. If  you’re having a hard time here sometimes it’s good to outsource PPC to someone that can provide good insight and value.



Conclusion

 

Now that you know how to improve the ROAS of a PPC campaign, don’t forget to incorporate these tactics into your 2022 marketing plan.

 

Author Bio:

Diarmuid Hennessy is the Operations Manager of HomeCheck. Since 2016, they have been providing property survey services to homeowners throughout Ireland. To learn more click here – https://homecheck.ie/.

Click Fraud

business, internet earning and finance concept – close up of computer mouse on us dollar money

Many companies rely on a pay-per-click campaign (PPC), which is a type of online paid advertisement for goods and services designed for search engines or website placements. An advertiser pays the search engine, for instance, Google, or a website where these ads are placed whenever a user clicks on them. However, fraudulent clicks have been a perennial problem since the onset of the digital age, and fraudsters show no signs of stopping, leaving widely-used platforms, such as Google and Facebook, vulnerable.

 

If you’re interested in knowing what fraud clicks are and how to identify them, read on.

 

What Is Click Fraud?


Click fraud most often occurs in PPC ad campaigns, such that an automated script or computer program imitates the actions of actual web users clicking on web-based advertisements. In rare instances, actual humans are involved in this type of online advertisement scam.

 

As an ad is placed on a search engine or website, a bot, malware, or a real person clicks on this ad to produce an artificially high amount of monetized user interaction. Being a form of performance-based advertising, website owners or advertisers pay a specific amount of money, which is calculated based on the number of visitors who clicked on the ad. The sad part is that there’s no genuine interest on the part of the ‘attacker,’ hence, becoming a wasted yet costly opportunity for the advertiser.

 

In 2015, it was reported that an estimated USD$6.13 billion worth of revenues was taken away by predominantly bot-driven clicks from the advertising sector.

 

Typically, promoting click fraud is, in itself, not an act of malware generation. However, as this type of scam is performed mainly by a standalone ‘bot,’ the capacity to automatically generate clicks becomes incorporated as one of the capabilities of the malware, which is software that’s created to deliberately damage a computer, server, or a computer network.

 

A click fraud then becomes one of the functions of malware that causes a bigger threat. Once a user innocently clicks on a malware-laden app or e-mail attachment, these risks could occur:

 

  • Access to sensitive information
  • Identity theft
  • Privacy problems due to web browser tracking
  • System security issues

 

How To Spot A Click Fraud


It’s extremely challenging to detect all forms of click fraud and other malicious activities on the Internet. Google, for its part, implemented Captcha and ReCaptcha systems to ensure that a human and not a robot is clicking on specific sites or ads.

 

However, you can spot click fraud and reduce the risks by doing the following:

 

  1. Use A Reliable Click Fraud Software

 

With the help of modern technology, you can quickly detect the presence of click fraud in your PPC marketing efforts. This is through the use of a reliable click fraud software whose task is to protect your business against the manual or automatic efforts to inflate click numbers on certain advertisements.

 

  1. Look For The Signs

 

In addition to using a click fraud software, you can also identify click fraud by looking at the essential signs. These can include:

 

  • An abnormally high number of impressions (or the number of times your advertisement shows on search results pages)
  • Unusual peaks in the number of PPC clicks, usually from the same ISP (Internet service provider)
  • No impact on the conversion figures despite a high number of impressions or clicks
  • Spikes in search costs that exceed projections
  • A questionable performance data, such as a reduction in the number of page views as compared to the peaks in impressions and clicks.
  • A high bounce rate (number of people clicking on your ad and going back to the search results page) during the time the high number of impressions and clicks were recorded

 

  1. Regularly Monitor PPC Analytics

 

Another way to save yourself from the budget-draining effects of click fraud is to always check on your PPC analytics. Be on the lookout for unusual and questionable figures. Suspect click fraud if you’re seeing a high number of clicks without seeing any uptick in conversions.

 

  1. Observe User Behavior And Check the ISP Of Your Ad Clickers

 

For instance, take a close look on time stamps to see how things are being clicked. If it’s done really fast, it’s likely done by a bot. Humans have significant time delays for the first, second, and succeeding clicks.  On the other hand, traffic coming from a cold service ISP is most often generated by bots running on servers, thereby it can be considered a form of click fraud.

 

Wrapping Up


While it’s impossible to root out all malicious activities online, click fraud included, there are steps you can take. Among these are diligent monitoring of PPC analytics, downloading an application that protects you from click fraud, and checking the ISP, as well as other details, to identify and minimize the risks.

PPC Advertising

 

There are many options when it comes to “PPC” promotion. Just to name some common platforms, Google AdWords and Facebook are two very popular ways to get PPC traffic. Both work very well when it comes to getting paid traffic. As for the best one I’ll let you decide.

 

Both Google AdWords and Facebook ads are very powerful, because you can test and view your results and see what is working and what you need to cut from your campaign. You can build a target audience with factors such as age, gender, geographical region, interests, and view your conversion rates. You can set up a daily budget or set up a campaign budget, change that budget on the fly, and cancel it at any time should your campaign be a stick in the mud. Therefore, let’s get into some of the reasons.

 

1. Results Tracking


“PPC” results can be seen within a few hours of your ad being up and running. You can filter between mobile and desktop, browsers, geographical areas and see how many people have clicked on your ad and how much it has cost. You have the option to pause your campaigns at any time and restart them when you need more traffic and/or your budget allows. This really is a great way to get more traffic when you need it. And traditionally works faster than organic traffic.

 

2. Targeted Audience


Laser targeting your audience is very easy and has enormous potential to get the right people at the right time to your website. Never in history has it been so easy to target the exact people who you are trying to reach with your website. Set your keywords and let Google and Facebook point the right people to your ad.

 

targeted audience

3. Target by Demographics


Before the internet, it was almost impossible to target by demographics without having to place advertisements in magazines and newspapers which were published in the country you were trying to reach. Now you can select any country in the world to target your ads to.

 

4. Target by Interests


With the added option of targeting your audience by their interests it makes “PPC” even more business savy. For instance if someone has shown an interest in dog grooming then they may see your advertisement if that is what you are promoting. This will really narrow down your results and get the exact audience that you are looking for.

 

Facebook Interests

 

5. Easy to Track Results with Tracking Pixels


Tracking pixels can be used to see how many users have gone through to your Thank You page. This will give you real-time results and let you see how many conversions you have achieved in your campaign. You can of course place your tracking pixels on any page on your website for instance a sales page for a certain product you are promoting. You can put your tracking pixels on a thank-you page for your opt-in email list.

 

Conclusion


There are many ways to drive traffic to your website, blog, promotion, email subscription landing pages, and sales, but pay-per-click advertising with Google or Facebook is one of the fastest ways to really make an impact. Google something or scroll your Facebook feed and you will see right away how many people and businesses use this pay-per-click advertising.

 

Author Bio

 

Jonathan Ketterman has been working with WordPress and online marketing since 2011 and has run a few successful blogs through affiliate marketing, content marketing, blogging, and eCommerce. Jonathan is Currently a student at Texas A&M University Central Texas pursuing a degree in Aviation Science and Management. For more info please visit Www.amerdus.com.

 

 

Academy for Ads
 
Let’s face it — Google AdWords can be awesome for visibility. Most businesses want it but learning it can be overwhelming for some. So where do you start? How about the Academy for Ads from Google.
 

 
Image Source: Google

Google AdWords

Advertising has always been a way to build awareness and drive sales. The ad industry was once dominated by TV, print, and radio. Now Google is one of the largest ad sellers that can put your business in front of thousands of highly qualified prospects. Many brands have leveraged SEO as a way to gain “free” exposure. But with algorithm updates and organic results now showing below the fold, it’s becoming more difficult to earn top positions on search engine result pages (SERPs).

 

Is buying ads the solution? Some advertisers have been surprised to eat through budgets quickly, spending between $6 to $10 per click. Sometimes even more for highly competitive keywords. All this effort just to show up on page two or three on Google. Why is this happening?

 

Organizations that better understand online advertising will pay a fraction of the cost most advertisers pay. The same keywords that are killing your budget are working wonders for your competitors. Why is this? What can you do to make Adwords cheaper for you?

 

Adwords and SEO


You should first be concerned with search engine optimization. SEO isn’t for organic ranking only, it’s also essential to ad placement, ad cost, and how your web pages convert.

 

If you have a quality site with good SEO, Google will give you a higher ad rank. This will make your ads cheaper and give you better placement. The video below explains how the system works. At around 4:02 it goes into detail about the role quality plays in your advertisements.

 

 

Audience Targeting


To spend less with Google AdWords, you also want to make sure you’re targeting the right audience. Having the wrong people click your ads will drive up cost and lower conversions. If you’re looking for impressions (for brand exposure and not conversions), it’s best to advertise using CPM (cost per thousand impressions) rather than cost per click.

 

Use Googles Keyword Planner to help you identify the right keywords for your campaign. If your target audience is located in Florida, be sure you target that location. If most of your customers speak only English or Spanish, use language settings to include certain languages.

 

Making these selections doesn’t mean you’ll find the perfect audience, that’s why testing is essential.

 

A/G Testing


You’ve probably heard of A/B testing, in order to test one campaign against another. However, I suggest A/G testing, where you compare multiple campaigns using different keyword groups to see which keywords and phrases perform the best.

 

After a few weeks of testing, compare click-through rates (CTR’s) and conversions to see which campaigns are most profitable. You can even compare data such as times of day, device, and demographic information to better tailor your ad copy.

 

Avoid Bidding Against Yourself


When testing or running multiple keyword groups, be sure not to bid against yourself. When choosing keyword and phrases for a campaign, make sure the keywords you are targeting aren’t similar to any other groups. If so, you will be competing against yourself and drive up cost.

 

Avoid this by grouping only closely related keywords in each campaign and segmenting your audience.

 

Audience Segmentation


You may be targeting multiple groups of people with different interest that match your varying offers. Say for example you are a car dealership, with customers in the market for vans, trucks, and sports cars. Don’t target too broad of an audience, these people have different interest and triggers that motivate them. The woman in the market for a sports car may be single, with no kids, so words like “fast” and “red” in your ad copy may cause her to click on your ad. The dad in the market for a truck may be looking for a work vehicle and something large enough to pack tents and coolers for family camping trips.

 

To save money on ads, know your audience and segment them accordingly.

 

Landing Page


Finally, to save money on your Google Adwords campaign, it is essential to have a good landing page. When driving traffic to your site, you want to avoid high bounce rates. A bounce is what happens when visitors come to your site and leave without engaging with your content (e.g. click a button, sign up for email). If your bounce rate is above 50% you either need to change your ad copy to make sure you are targeting the right audience, or make changes to your landing page.

 

I suggest making multiple landing pages to test different images, buttons, colors, and keywords.

 

Don’t just send users to your homepage. Create pages specifically for your ads and eliminate distractions on that page. For example, don’t feature too many links that may cause your site visitors to explore and navigate away from your sales or email sign up page.

 

Google also gives precedence to well-optimized landing pages. So make sure your landing page gives you the best possible chance to convert your site visitors.

 

Author:

Larry C Lewis is an Internet behavior scientist best known for his work in social media and video marketing. He is the head of marketing at Digital Exponents and the founder of Marketinglikeapro.net. For more information, Larry can be reached on Twitter @larryclewis.

Google AdWords Help

Copyright: dennizn / 123RF Stock Photo

Pay Per Click Advertising

 

PPC or Pay Per Click is a unique and powerful method of marketing or advertising. It’s the core of paid searches and it gives businesses and brands an opportunity to target their audience in a specific and flexible way. It’s a user, geography and demographic-based method of boosting traffic to sites.

 

PPC results are dependent on search engines and their regular updates or trends. It’s therefore important to be aware of latest PPC trends to get more benefits out of paid searches. A great care is needed with pay per click as paid searches are now an essential part of the overall marketing strategy of small and big brands alike.

 

PPC brings an edge over natural searches and that’s why it’s preferred a lot. With measurable results and options of stopping ads midway, this form of marketing is best suited to those seeking highest kind of flexibility and extensibility.  You just can’t ignore pay per click trends as this will take away your competitive edge. So, be careful and be attentive with pay per click.

 

Let’s look at latest PPC trends and their impact for your business:

 

Mobile searches to dominate desktop


 

Mobile searches have already outpaced those from desktops, and the trend is going to continue. In that scenario, your business can’t ignore the power of mobile and its rising clout. Your PPC campaigns have to consider mobile, smartphones and tablets to get its share of paid search pounds. You will thus need a mobile-friendly website which has responsive designs. If you don’t tweak your website to suit hand-held devices, you will lose out on a massive prospect for sure.

 

Video ads are rising in prominence


 

More brands are using informative and engaging videos to target their audience. As videos deliver more engagement and entertainment value, they are now becoming an integral aspect of marketing strategy of brands of any scale and magnitude. You need to leverage video ads more than ever before as they impact rankings and catch attention when posted across social media channels.

 

Persona targeting


 

Search engines have already rolled out the option of persona targeting and it’s going to get more popular in the days to come. This option will give PPC advertisers a better understanding of the site’s visitors, their tastes and preferences, their level of interactions etc. This option means marketers can retarget customers based on some valuable info regarding their manner of using websites and accessing its content. With both Bing and Facebook already jumped into the fray, brands now find an opportunity to get a deep insight of their customers and seek prospects out of them.

 

Keywords no longer hold the same weightage 


 

Keywords or phrases of the search are not as important today as their intent. Search engines have put in place Semantic Search where all words are going to hold value. With this, sites have to publish quality content only and they have to cut their focus on keyword stuffing. Searches have to be responsive and that’s why keywords had to find less emphasis. For brands, this latest PPC trends means they have to be careful with their content and avoid excessive use of keywords.

 

Only content with quality will do the magic 


 

Gone are the days when almost any and every kind of content brought rich rewards, but not anymore. If the content is not informational, it won’t fetch any benefits. If it’s not adding to user experience nor delving deep into some topic or theme, it won’t serve any purpose. More so, the content has to be based around the readers’ requirements and information, and not try to gain advertising benefits in a visible way.

 

Move over cookies and welcome ID-based targeting


 

Cookies will no longer be a preferred more of targeting users on the internet. Rather, your business will benefit from ID-based targeting to deal with the issue of multi-screen identities. And with that, you will never lose your customers even when they switch the device. In a sense, traditional way of doing PPC is losing ground at a time when users have multiple devices to access the brand.

 

Conclusion

It’s obvious that PPC is witnessing quite a lot of trends and changes and bringing a new angle to paid search. It therefore becomes important to avail the best PPC Management services to benefit your business in the desired manner. Let experts set up your campaigns and help you reach your target audience in a desired manner. Never ever set up your campaign by own.

why-you-need-ppc

 

Coming from an SEO background it took some time for me to warm up to  Pay Per Click.

 

My first years working in Internet marketing was 100% focused on pure Search Engine Optimization. The fact that the vast majority of people, including myself, often prefer the organic results over the paid ads was only reinforcing my opinion. The other pretty common opinion between SEO professionals in the early days of digital marketing was that it’s either SEO or PPC.

 

Fast forward a couple of years and the situation could not be more different. The vast majority of the projects I’m working on are integrated campaigns covering SEO, PPC and social media.

 

How do I use PPC to compliment my SEO.


 

1. Using AdWords search ads to bid on my brand name.

 

Working with a couple of brand I’ve quickly realised that when I search for my own client’s brand, the competitors appear on top of the results with their paid listings. Even more so when I was doing search for a compound keywords my brand + keyword(s). The way paid ads are displayed, prominently on the very top of results, means that even if most people ignore the ads, a percentage of the traffic which would go to my site will end up clicking on the competitor’s ads. This can happen even when they search for my own brand name.

 

Using PPC and bidding on your own brand name can help you get more traffic which otherwise could potentially end up on the sites of your competitors.

 

Of course there will be a cost associated with running these ads but your quality score should be high on your own branded term so CPC (cost per click) shouldn’t be too expensive. AdWords is a very complex platform and I suggest you do proper research and get all the training you need. You can even consider getting AdWords certifications. You can check this guide which explains the process in detail.

 

2. Seasonal campaigns & new pages.

 

As we all know, SEO is a long term game. You build your website, invest in content assets, run link acquisition campaigns and slowly build up your site’s authority. With time your sites rank well on a number of keywords, usually around your key pages/services. However, there are times when you need to deploy new pages quickly – you may have a new service, product or seasonal promotion. Using very targeted PPC campaign, you can drive targeted customers to these pages. At the same time, you can work on the SEO so eventually these will start ranking organically.

 

3. Creating awareness of a new service/product.

 

Let’s say you have a new service or product, something that hasn’t been done before, and your potential clients simply aren’t aware of it. If they are not aware of it and if it’s something completely new then they will be very unlikely to search for it. This is where paid discovery, display advertising and video ads on YouTube can come in very handy. Using services like Facebook Ads you can target very specific audiences and get your message to the right crowd. Video ads on YouTube can also be very efficient in building awareness of your new product or service.

 

4. Amplifying content.

 

We all work hard to create good content and then we work even harder to promote it, earn links and earn shares. When it comes to links, in my opinion, nothing can beat good contacts and highly targeted manual outreach. However, when you have invested heavily in your content it’s often worth spending some money on paid discovery services like StumbleUpon Ads. The more people see your content, the better the chances are of attracting natural links and shares.

 

Keep in mind that some audiences are more likely to link then others, with bloggers being probably more likely to link to you than taxi drivers.

 

What next ?


 

Before you jump into PPC, make sure you get yourself familiar with all the main platforms.

 

The two main platforms are Facebook and Google AdWords and there are plenty of resources available online to get you going.

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