Monthly Archives: February 2009

Is Pay Per Click Marketing Right For You?

Pay per click marketing is an internet advertising model used on search engines like Google, Yahoo and MSN, and advertising networks, where you only pay when someone clicks on your ad. The ads are placed in the sponsored links, which is at the top, right above the natural listings, and then they continue on the right side.

Advertisers will pick keywords that are relevant to their target market and advertise on either Google Adwords, Yahoo Search Marketing, MSN adCenter, a combination of these, or all. The power of internet marketing is that you only pay when someone clicks on your ad, and you can market your product or service at the exact moment when a potential customer is looking for you. No other marketing has the ability to utilize this. With print advertising, tv, radio, and billboards, you pay a premium just to do it. So how can you go wrong with a pay per click management account?

Well the actual pay per click management of account could be a daunting task to find the right keywords, use the correct keyword match, create enticing ads and target the correct area. If any of these are too broad, you can spend a lot of money without getting results. This is just one part of pay per click advertising, as you can judge the performance of your account by using conversion tracking and analytics, which will support your efforts. Being able to read this critical data is important to get your campaigns fine tuned. Pay per click marketing by name sounds like a fairly easy task, but there are a lot of factors involved that advertisers don’t take into account.

Click Through Rate and Google Adwords Marketing

Click through rate or CTR is a way of measuring how well your Google Adwords marketing campaign is doing. The formula to measure click through rate is the number of clicks your ad receives divided by the number of times your ad has been shown, which is called an impression. Each keyword along with the ad that is displayed will have its own unique CTR. Now what does this mean to your Google Adwords marketing account?

A keyword’s click through rate is a great indicator of how well your keyword relates to the user of a search query. A click through rate of more than 3% is considered excellent and highly relevant. Typically the more specific the keyword gets, the higher your click through rate will be, but does that mean that a keyword with a low CTR is bad? Yes and no. If you are selling Nike basketball shoes, and you are advertising on a keyword like Converse basketball shoes, and your CTR is 0.5%, I would say yes, you need to do changes. Searchers looking for Converse basketball shoes want Converse basketball shoes, which means your relevance to the user is low.

Now what about a keyword like basketball shoes? This keyword is searched about 600,000 times a month, so getting a 3% click through rate would get you 30,000 clicks, which is most likely not possible due to budget restraints. Is this keyword considered a bad keyword for your account if you had a 0.25% CTR? I would say no, because you sell basketball shoes, and it is a great starting point for a customer to see what basketball shoes are available. Now there are other factors to look at to see how well this keyword performs, but this is an example on how you can’t completely look at click through rate to measure the success of your website marketing.

Google AdWords Marketing Content Network Tips and Pay Per Click Management

One of the greatest way to increase traffic to your site is to use the Google content network. The problem is that most customers don’t know how to use it right, and I can understand why. When you first create your Google Adwords marketing account, you are automatically included into the search network and content network, so you would think, well that has to be the right way. This could not be further from the truth. When we do internet marketing consulting we tell our clients to separate your content network and search network into two separate campaigns, and that is how Google recommends to do it anyway.

First off, you don’t want to combine the data. You are going to see all the data between the search network and content network, and then you are going to have to go into the account and thumb through everything to find out how things are going. By separating the campaigns, you can log in and see how the campaigns are doing without having to go into the campaign, and see which network is getting you the better results, and then make changes. This is going to make everything run much smoother for your pay per click management account, and give you more precise data.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords management with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Pay Per Click Management Certifications

When looking to get help from a pay per click management company, it is important to make sure that the individual or company is certified in the specific platform you want to use. Currently the three platforms are Google Adwords, Yahoo Search Marketing and MSN adCenter.

Being certified in the platform, let’s you as a customer know that the internet marketing company or individual had to pass a test to become certified, which means they know the ins and outs of the platform itself. In the same way when looking for a plumber or electrician, you want to make sure that they are certified, if not, you do not know if the job is going to be done right.

Each platform requires the individual or company to take the test each year. If you do not take the test or fail, you will lose your certification until the test has been passed. Every website should have an area to showcase certifications, and they are clickable, so click on the platform certification and see if the company comes up. If the certification is not able to be clicked, you can bet that the internet marketing company or individual is not certified, and just stole the logo and placed it on their site. Stay away from them.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Google Search Based Keyword Tool

When we are doing internet marketing consulting with clients that have not had success in their internet marketing campaigns, one big frustration is that keyword targeting is difficult, and that there are million up millions of searches, but they don’t know if they have hit their right audience.

Well, Google is here to help out once again with the Google search based keyword tool. With a traditional keyword tool, you do searches for keywords that you think potential customers would use to get to a landing page, which could be confusing and feel like a guessing game. Now the Google search based keyword tool goes in the opposite direction and looks at your website, and shows a list of keywords that a potential customer may search for to get to your product or service.

Using both keywords tools can get you a bunch of keywords that are highly relevant, and increase your exposure. This Google blog can give you some more insight on the Google search based keyword tool, so take a look at it.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords marketing with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Benefits Of Linking Google Adwords and Google Analytics Together

Wouldn’t it be great if you could get more information about the traffic that is coming through your Google adwords pay per click management account? Well, we are here to tell you that there is, and it is called Google analytics. Analytics is one click away in your Google Adwords management account, and can tell you where your traffic is coming from, what keywords are converting into goals, how many page views a keyword typically gets, and how long they are on your site for specific keywords.

From Google analytics you how well a campaign performs compared to another campaign, and the same can be done to ad groups and keywords. You can even use the map overlay to find out where your clicks are coming from, and if they are turning into goals. To say the least, there is an abundance of information that you can get from linking Google Adwords and Google analytics together to make your internet marketing soar, and any time we do internet marketing consulting we recommend that this is done. For more information on how this can help you, and see a nice short video about this, please visit this Google blog.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords management with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Google Adwords New Display URL Policy

Windy City Strategies was notified by Google Adwords that they will have a new display URL policy starting the week of the 24th, so make the necessary changes so your ad’s do not go offline. This new display url policy affects all customers using multiple display URL’s in a single ad group, no exceptions. What this means is that your display URL can have multiple URL’s, but they have to have the same top level domain. URL’s like example.com, blog.example.com, example.com/advice are ok to use, but you can’t use example.things.com and example.com in the same ad group. If you must use different URL’s, create another ad group for each domain, which will resolve the problem.

As an internet marketing consulting firm, we must stay ahead of these policy changes, and resolve these issues with clients as they affect them, and our clients expect this expertise. For more information on this new URL policy, take a look at this Google blog post.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords management with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Pay Per Click Management Negative Keyword Matching

Keyword matching options are critical to a pay per click management account, because it helps you target your ads more efficiently to your customers, but how many of you are using these same keyword matching options for your negative keywords? Like regular keywords in your account you have exact, phrase and broad matches, and with negative keyword matching you have negative exact, negative phrase and negatives, which is the same as broad match.

Now let’s dissect what this means for you. Negative exact means that it won’t show if the exact term is in the search query. Negative phrase match would not show if the keyword showed in that exact order, and negatives would not show if it was anywhere in the search query.

Windy City Strategies uses the regular negatives the most as does most of us, negative phrase almost never, but here is a scenario that would help to use a negative exact match. Let’s say you sell all kinds of safety vests, but you have found through Google analytics that the term safety vests hurts your rate on investment. Well you can’t negative vests, or safety can you, because your other terms won’t show. What you can do though is negative -[safety vests] and when that search query comes up, you will not show. How about that. Just another great tip for you to make your pay per click management more efficient.

For more information on negative keyword options, and other examples take a look at this Google blog post.

Google Analytics For Pay Per Click Management and Search Engine Optimization

Implementing Google analytics to your website is necessary to supplement your pay per click management and search engine optimization strategies. Google analytics is a free tool that will let you know your website performance and rate on investment (ROI) with an easy laid out platform. You will learn where your traffic is coming from, where they go, and how much time is spent on the site and/or web pages. To implement Google analytics, you take a small bit of code, and place it on every page that you want to track on your website. Some people do not want to track some pages on their site, like about us, history, management team, etc, but we recommend that you do, because then you get complete and thorough data.

After the code has been implemented, you are going to get data within 24-48 hours, and if you have someone providing internet marketing consulting or if you do it on your own this is crucial information, because you will see keywords that are converting well, while others perform poorly. Quite often, keywords that you believe to be your “money-makers,” do not perform as well as others in your list, and you need to manipulate your strategy. Google analytics is one of the first things we look over to see how the account is doing, and implement it if not being used. If you are not using Google analytics, it is time, because you are not getting the most out of your ppc bid management.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords management with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Pay Per Click Management and Client Synergy

One of the most difficult things to get clients to understand is that we don’t know everything about their sites, and to get proper pay per click management services a client has to understand their role in the advertising. The role of a pay per click manager is to bring qualified and relevant traffic to the website by using keywords that pertain to their business. To get the most efficient traffic, we would bring them to the best page on their site to convert on, and we call this a destination URL. The clients role for this is to make sure that their pay per click manager knows if a URL gets changed due to an update or a creating a brand new website. We can not read a clients mind, so if this is not told to us, a dead link could be advertised for a while, and that cuts into a clients rate on investment.

This can also happen if a client does not tell us if a hosting company is updating a server or changing to a different one. Your pay per click management manager needs to know this, as we do not receive the emails from the hosting company. A simple pause of an account can save a client some money, and not give them a headache when they find out they spent money going to nowhere. Some simple internet marketing consulting by your pay per click manager will get you the synergy you need to work great together for a long time.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet marketing consulting, search engine optimization and pay per click marketing.