Understanding Metrics: Conversions per Impression

This PPCChat took place on January 31st, 2010. Streamcap by Matthew Umbro

Recently there has been talk of a new metric within the PPC industry: conversions per impression. I first read about this metric from Chris Crompton of Search Engine Land.

In my view, this metric represents the overall effectiveness of your PPC campaign. The click-through rate (CTR) measures how relevant your ads are to user search queries. The conversion rate tells you the percentage of visitors who complete your predefined goals once the ads are clicked. These are important metrics, but it may be time to consider conversions per impression (CPI) as well. Let’s take this example:

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Tips for Advertising on the Content Network

This PPCChat took place on January 12th, 2010. Streamcap by Matthew Umbro

The Google AdWords Content Network has come a long way in the last year.  Before some necessary enhancements were implemented I was wary of the Content Network and believed it to be a waste of money.  Though I still have concerns, the Content Network now has the ability to be much more targeted and provide conversions.

Read the Streamcap “Tips for Advertising on the Content Network” »

Guest Blogging for PPC Hero

This PPCChat took place on January 4th, 2010. Streamcap by Matthew Umbro

Happy 2010!  I hope everyone’s new year has started out right.  I have written a blog post for PPC Hero entitled “PPC Outside A Vacuum.”  I encourage you to check out this entry over at PPC Hero:


PPC Hero Guest Blogger

Ad Sitelinks, The Next Great Feature

This PPCChat took place on December 7th, 2009. Streamcap by Matthew Umbro

Google AdWords has recently added three new features to the paid platform. Two of the features are still in beta and only available to select advertisers, but all three help to bring better targeted ads to users. John A. Lee of The Clix Marketing PPC Blog does a good job of explaining these new features.

The new feature I am going to discuss is Ad Sitelinks.  Similar to the sitelinks you see in an organic listing, the paid Sitelinks allow four additional links to show within your ad.  Take the example below:


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Writing PPC Text Ads that Matter

This PPCChat took place on November 22nd, 2009. Streamcap by Matthew Umbro

I am going back to the basics with this entry and discussing how to write text ads that will garner clicks. Too often I see ineffective ad copy that leads to low click-thru-rates (CTRs). I will share why it is necessary to include your targeted keywords in your ad copy and techniques to make your ads stand out.

First and foremost, when you write ads “one size fits all” does not apply. Why not? Let’s take a look at this example. When I search for “Panasonic televisions” I see these ads.


Read the Streamcap “Writing PPC Text Ads that Matter” »

Pay Attention to Your Landing Pages

This PPCChat took place on November 4th, 2009. Streamcap by Matthew Umbro

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

This PPCChat took place on October 21st, 2009. Streamcap by Matthew Umbro

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.

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MSN adCenter Still Using P4P?

This PPCChat took place on October 5th, 2009. Streamcap by Matthew Umbro

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?

This PPCChat took place on October 1st, 2009. Streamcap by Matthew Umbro

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

This PPCChat took place on September 22nd, 2009. Streamcap by Matthew Umbro

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” »

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