By Rene Olaño on March 23, 2012
Managing a pay-per-click campaign is not a simple routine that can be done with eyes closed. It can be a little easier with lots of help (tools!) available. Since Google can analyze campaign performance (cost, budget, clicks, conversions, impressions, vetc) they have provided enough tools on its Adwords to somehow take some burdens in managing a campaign, and one is the Opportunities Tool.
The Opportunities Tool simply makes a list of ideas customized for the account basing on it’s campaign performance analysis of the historical data. The tool will give three options depending upon the goal:
- Increase traffic: Maximize clicks even if costs increase
- Balance cost and traffic: Increase clicks with moderate cost changes
- Maintain or decrease cost: Get the most out of your current budget
It then suggests what course of action to take on the campaign e.g increase/decrease budget, keyword bids, or add new keywords. In addition, Google will estimate the potential cost of implementing their suggestions as well as both the potential impressions and clicks associated with the changes. Nice thing about it is that the changes can be made directly to the campaigns e.g keyword addition or bid adjustment.
The Opportunities Tool though is quite a lesser tool (I don’t even use it that much) but it really helps in enhancing campaign performance.
Posted in PPC Tools | Tagged ppc management |
By Rene Olaño on January 13, 2012
Having a successful pay-per-click campaign is not a one hit wonder, it requires continuous monitoring and optimization process to achieve the desired goals.
Ad testing is one common strategy in ppc management. This would require time and money but this could eventually lead to a lower cost per click and higher CTR, and that’s a very good reason to do so. The objective of ad testing is to find the ad copy that has a higher CTR thus attracting qualified traffic. But of course it will depend on what metric is valuable in obtaining the goals. For conversion based campaigns, a higher CTR doesn’t automatically translate to higher conversion rate.
Testing means putting simultaneously at least two or more (I personally just do maximum of 3) ad copies actively running in an ad group. These ad copies vary from each other depending on what element is being tested eg. headline, call to action, display url, landing page, etc.
A few basic things to consider in doing a test is that to test just one element at a time eg. headline 1 vs headline 2, landing page 1 vs landing page 2, promo 1 vs promo 2, etc. Don’t test completely different ad copies as this defeats the purpose of pinpointing what element is effective or not.
Make sure to have the ad copies generate enough historical data before making the comparison and analysis and moving to another element to test.
Always remember to implement best practice strategies in doing ad testing to maximize opportunities for best results.
Posted in Pay-per-click | PPC | Tagged ad testing, ppc management |
By Rene Olaño on October 21, 2011
When we start a social media campaign we want to create a visible and achieve a strong online presence, right? So we think of how to optimize it properly for search? And common sense (or read a lot of posts) would tell us to stay active, meaning to regularly update the website or blog. Of course search engines love those regularly updated sites, and much with your followers or readers. Another would be engaging with the readers and followers. Dutifully replying to those comments and visiting their sites to give comments as well.
But that’s not the end to it. There are other things that can be done to strengthen your profiles for it to rank at the top. Customization of simple details such as username, headlines, website links, abouts and description , etc even without thinking of meta tags (title, description, headers, etc) is quietly known as social media optimization. These are all available within your profiles and need not upgrading it. Making sure these are taken advantage of will increase the chances of making it atop the search results.
Posted in Social Media Optimization | Tagged social media optimization |
