Articles in the Campaign Optimization Category

Learn how to optimize your PPC, display, social media and remarketing efforts with help from our SEM team. From big-picture strategy ideas to the granular tweaks that will help you to improve your campaigns’ performance, our campaign optimization blog posts will provide you with the information you need to improve your ROI and drive qualified, converting traffic to your website.

August 13 2008

Accentuate the Negative

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Since working at MoreVisibility, I’ve had the opportunity to look at the many different aspects of client campaigns in order to determine the most effective search engine marketing strategy. When walking through the door, every client has a different level of understanding and experience with search engine marketing.  While some clients tend to pay attention to the ads, other clients may be more concerned with the keywords.  One area of particular importance that many clients do not even know about, are negative keywords.  I call negative keywords the ‘unsung heroes’ of the campaign.  Negative keywords are keywords or phrases that are added to the campaign that prevent the ad from showing when they are entered into search queries.  By adding negative keywords you will be eliminating a large amount of irrelevant searches or superfluous clicks which, in turn, can increase your return on investment and save you money.

Only recently, I was working on a client’s campaign in the heavy duty construction industry.  When digging deeper into the account (no pun intended) I discovered a large list of potential negative keywords.  While it was helpful to add negative keywords along the lines of toys, games and costumes; it was also helpful to add negative keywords related to accidents, injuries and crashes.  It’s just as important to concentrate on the negative keywords as it is to focus of the search keywords.  One helpful tool to utilize when creating your list of negative keywords is the Google keywords tool.  By entering keywords into the search, you can see the volume of searches conducted on your industry or product; you can use all the search volume information and keywords that it produces to decided whether or not these terms are relevant to your business objectives.

So remember, it’s ok to think negatively sometimes…it may save you a lot of money and increase your ROI.

October 24 2007

Effective Incentives Can Improve Your Ad and Landing Page Performance

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It’s no secret that effective ads and landing pages are crucial to the success of your search engine marketing efforts. Perhaps you’ve already created compelling copy relevant to your keywords, achieved top positions on the search results pages, and optimized the design and usability of your landing pages. All of this may have increased your site’s traffic and conversions, but do you still want more? Try offering an incentive.

Appealing incentives are proven to persuade searchers to not only click on your ads but also convert once they arrive at your landing page. Depending on the nature of your business, you can offer a free white paper or book, discount, web special, complementary product or accessory, gift, or free shipping to boost conversions. According to an article in Practical eCommerce, 84% of online shoppers surveyed during last year’s holiday season said they were most influenced by free shipping offers, while 77% cited sales and specials as their strongest motivators.

However, when it comes to determining the ideal incentive for your site, it’s best to test. Remember that while an incentive is a value-add for your customers, it’s also an incremental cost to you. That’s why it’s important to consider how it affects your bottom line. A recent study in Marketing Experiments Journal confirms that conversion rate alone cannot indicate which incentive has the most positive impact on net profit. Instead, the journal recommends using Return-On-Incentive, or ROIc, to measure this. Simply stated, the ROIc is the net cost of the incentive subtracted from its net profit. For instance, a free shipping offer might result in more conversions, but a free gift might be a better incentive because it yields a higher ROIc. Check out the study to learn more about calculating ROIc and using it to test two or more incentives.

Are you utilizing incentives to your advantage today?

October 4 2007

Where Are You Sending Your Visitors

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An internet marketing initiative consists of many different components, which are all critical to a successful and effective campaign. For example: using the best keywords to describe your products and/or services, creating compelling and creative ad copy which stands out, and ultimately, selecting the most appropriate landing page to send a searcher to. Seems simple enough, right?
 
In most cases, many of my clients prefer to send all of their visitors to the home page of their site. This is not the best solution in terms of conversions, and here is why. For an Ecommerce site, you want to make it as easy as possible for someone to take advantage of your products/services. If your site is for lead generation purposes, you also want to make it simple for the intended action item (request more information, download a whitepaper, sign up for a newsletter, etc.) to take place. By sending visitors to the home page, you are “sort of assuming” that they will get to the page you want them to visit. So now you might be asking yourself, what is the best solution?

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