Archive for the ‘pay per click’ Category

Dec 03
2006

In our discussions with customers and consultants that run PPC campaigns on their own, and in reviewing how the PPC accounts are managed, we often find opportunities to significantly enhance the performance of the PPC campaigns. We believe that it is a misconception that you can set up your account once, leave it on “auto-pilot”, and then expect good results. You might get some results, not definitely nothing to write home about. This directly applies to consultants, as your clients expect you to add value and get them better results for their marketing dollars. Once clients start seeing results, improved ROI, consultants will be rewarded generously, at least it has been the case on our experience with our clients.

What is that we will blog about? Well, improving the performance of your AdWords campaigns. Some improvements are related to the actual account/campaign/ad group structure, while other improvements can be done by applying best practices and on-going PPC optimization techniques.

In this December, our plan is to dedicate some time to share PPC best practices and useful tips and techniques. We would love to hear from you on specific areas you want addressed or specific questions you want answered. Although the tips and examples will directly be related to Google AdWords, the concepts apply to other PPC programs, including the new Yahoo Search Marketing PPC interface and the MSN AdCenter.

Add a comment with your questions and we will sure get you an answer or at least point you in the direction to find what you are looking for.

Thanks!

Aug 31
2006

For tips on presenting and selling PPC/Adwords, Google has a set of very good Powerpoint Presentations. You can access these presentations and other useful information by signing up for Google Advertising Professional Program (at no charge).

Meanwhile, contact us if you have any questions or need help in selling or managing your client’s PPC accounts. Feras as well as Gazlan (our Senior PPC Consultant) are both Qualified Google Advertising Individuals, (Feras is also a Yahoo Ambassador), and both are a good resource to tap into for optimizing PPC accounts of any size.

Mar 26
2006

The global marketplace continues to shift online and a clear example is the phenomenon of Search Engine Marketing. Individuals continue to shift online to read the latest news, look up information and researching products which eventually lead to purchasing them. According to Nielsen/Netratings, the number of searches across all search engines grew to 5.1 billion in December 2005 from 3.3 billion in December 2004.

The amount of exposure and opportunity for businesses online has never been higher. Many companies have shifted their traditional marketing philosophy of off-line advertising (yellow pages, newspaper ads, radio commercials, etc.) to the online space and in particular, Pay-Per-Click (PPC) Advertising. PPC allows your listing(s) to show under the “sponsored links” section which is easily visible to the users. It also appears on many affiliate sites under specifically marked “advertising” boxes.

In a nutshell, when an individual decides to search, there are a number of results to choose from. As an owner of a business or head of marketing, there are several options and strategies which you may take. For example, the more you pay per click the higher your advertisement is listed but is that what you would like to do? Is this a case of branding or gathering traffic to come to your site? Or do you wish to limit your online advertisement to a specific geography or can the product be delivered to everyone worldwide? These are some questions a business has to think about when developing an Internet Marketing approach. Thus it is important to come up with a strategy and objectives before deciding to fully pursue this marketing medium. Here are some important factors to keep in mind:

  • ROI: For any marketing initiative, pay close attention to Return on Investment (ROI) and results. ROI Analysis will enable you to see where success is coming from and where to pay attention.
  • Competition: Pay Attention to Competition. It may not be important to appear #1 on Google or Yahoo’s search results given your marketing objectives. Assess other companies and see where it may be effective to appear under results.
  • Landing page: Once a visitor clicks on the PPC ad, where do they go? Are they seeing relevant information or are they just led to a page where they have to navigate all over again. Guide them through the landing page on the decision that you want them to make.
  • Negative keywords: A new concept which definitely helps. Make sure that you identify terms which do not relate to your business. This will help gather more relevant traffic and eliminate any unnecessary visits from unqualified clicks.

When setting up a campaign, a business needs to come up with a thorough and well formulated strategy to gather results and have an attractive Return on Investment (ROI). It is greatly stressed to set the objectives and goals for the campaign. Make sure that you understand the nature of the business you are marketing, and what kind of traffic you want to receive. It is always helpful to have some type of checklist when setting up your campaigns. E-Nor manages accounts across different industries and holds the recognition of being “Qualified Google Advertising Professionals” along with a “Yahoo Search Marketing Ambassador.” If you have any questions or need any information on Internet Marketing Solutions or professional website design or assistance on improving conversion, please do not hesitate to contact us and we will be glad to help you. Thanks!