Archive for the Pay-Per-Click (PPC) Category

Pay Attention to Your Landing Pages

Wednesday, November 4th, 2009 | Permalink

In my experience managing pay-per-click (PPC) campaigns, a frequently overlooked topic is the landing page.  Once your users click your ad, where are they going to go?  Setting up a structurally sound campaign is imperative, but it is only half the equation.  The user needs to land on a page that continues the messaging and call to action that is used in the ad.

Several factors go into creating a good landing page, none of which should be ignored.  These techniques will determine how many of your clicks turn into conversions.  Conversion rate, as I have previously written about, is a tier one success indicator of how well your campaign is doing.  Give your users an effective landing page, and you should see your conversion rates increase.

Read the Streamcap “Pay Attention to Your Landing Pages” »

Run Your Geographic Reports

Wednesday, October 21st, 2009 | Permalink

Google AdWords offers many great reports to help you determine the success of your pay-per-click (PPC) campaign. I’ve already discussed the benefits of the Search Query Performance report, but today I’m going to discuss the importance of the Geographic Performance report.

Read the Streamcap “Run Your Geographic Reports” »

MSN adCenter Still Using P4P?

Monday, October 5th, 2009 | Permalink

As I was adding new text ads to an account in MSN adCenter I noticed the URL:


Is it odd to anyone else that MSN still uses the acronym “P4P”? For the most part this term has been replaced by PPC. P4P, or pay-for-placement, was considered too broad. P4P could mean buying a directory listing in Yahoo! or banner advertising on a site, not just the conventional paid search engine platforms. In fact, P4P could mean buying an ad in a newspaper!

I’ve always found this P4P mention in the adCenter interface to be a bit surprising. I know it is a relatively small issue, but MSN desires to be the number one search engine (the advent of Bing, ladies and gentleman). MSN adCenter is a good paid platform, but it will never eclipse Google AdWords if it cannot keep up with the current lingo.

I am making too big a deal of this issue? Post a comment and let me know.

Maximum CPCs: How High Should You Bid?

Thursday, October 1st, 2009 | Permalink

Pay-per-click (PPC) is a highly competitive advertising platform. With more and more companies signing up for PPC campaigns every day, advertisers have to bid higher””not only be within the top three positions of the sponsored listings, but to be on the first page of results. Though bid position is not solely based on the maximum amount of money you are willing to spend per click (also known as maximum cost-per-click, or CPC), it is one of the key components. The conundrum: how much you are willing to bid for your ads to show up as close to the top of the listings as possible?

Your budget plays a huge role in how much you are willing to bid, but other factors come into play as well. Among these are the importance of each targeted keyword to your campaign, the way the ad copy is written, and the landing page of each ad. Here’s a look at each of these factors in greater detail:

Read the Streamcap “Maximum CPCs: How High Should You Bid?” »

Run Your Search Query Reports

Tuesday, September 22nd, 2009 | Permalink

Following up on my last post, an immensely valuable resource that can further hone the success of your pay-per-click (PPC) campaign is the Search Query Performance report. Often overlooked, this report provides valuable information that can ultimately increase the ROI and the number of conversions in your campaign.

The Search Query Performance report shows you actual terms that users have typed in to see your ads. You are also able to see metrics, such as conversions, clicks, costs, and impressions, for each of these terms. For example, if you are bidding on the phrase match of the term “office furniture,” you will be able to see what terms trigger your ads. You will find that some users type in this exact term, while others are also typing in such phrases as “large office furniture” or “wooden office furniture.” Remember, you are bidding on the phrase match of “office furniture,” so these other queries will also trigger your ads.

Read the Streamcap “Run Your Search Query Reports” »

The Three Tiers of a PPC Campaign

Monday, September 21st, 2009 | Permalink

ROI, CPA, CTR, CPC”¦these are all metrics that you can use to evaluate your pay-per-click (PPC) campaign.  The amount of data available to you can be overwhelming (so can the acronyms, defined below).  The challenge is determining which of these are true key performance indicators (KPIs) and why they matter.

A three tier structure organizes PPC campaign metrics by level of importance.  Tier One metrics represent the most critical data, while Tier Two and Tier Three metrics do not demand as much attention.  It’s not that certain metrics are irrelevant.  All of these metrics should be analyzed and acted upon in order to improve your PPC campaign success. However, a three tier structure places PPC metrics in order of how well they reflect the success of your PPC campaign.

Read the Streamcap “The Three Tiers of a PPC Campaign” »

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