Article Archive by Anne Garcia


October 4 2010

Only 85 Shopping Days Left Until Christmas – Is Your PPC Campaign Ready?

by Anne Garcia

The most wonderful time of year will be here before you know it, and ahead of writing your wish list to Santa, I recommend you plan your Holiday PPC campaign first. Cyber Monday, the Monday following Thanksgiving, is the kickoff of the online holiday shopping season and your PPC campaign should be ready for all of the online shoppers. Here are some tips to maximize your online holiday sales:

  • Review previous holiday PPC trends, like your ad spend, traffic and conversion rates in order to make proper forecasts for the upcoming season. Remember to diligently monitor your PPC budgets to make sure your ads do not stop showing due to budget caps. While most retailers see an increase in sales and online traffic during this time of year, advertising spend sees the same lift and I suggest you increase your daily budget allocations in your search engines to ensure proper exposure.
  • Add holiday-themed keywords like, “Christmas,” “holiday,” and “Hanukah”, to your existing keywords to create long tail phrases in order to be seen in more searches and garner more visits to your site. Also, don’t forget to update your ad copy to include holiday phrases to entice searchers to click on your ads and visit your site. And it’s always a best practice to create special landing pages with holiday themes to tie to your keywords and ad copy to increase your overall quality score.
  • During this challenging economy, consumers have a bargain-hunting mindset and will be searching online for coupon codes and free shipping offers, doing price comparison shopping and online research even though they have plans to make in-store purchases. Additionally, consumers are prone to shop early in the holiday season, but are apt to purchase later. The implementation of Remarketing campaigns would be beneficial during the holidays since it will remind customers of your brand, products and/or offers since they have already visited your site.
  • Lastly, don’t forget about the post-holiday shoppers looking for deals on the gifts that Santa didn’t bring them. Leave your holiday ad budget open during the last week of the year to accommodate for these shoppers.

Happy Holiday PPC building!

September 22 2010

Enhanced CPC = Increased ROI + Lower Cost-Per-Conversion

by Anne Garcia

Google AdWords has released a new automatic bid management feature, called Enhanced CPC, which is designed to increase your ROI on Max Cost-Per-Click (CPC) campaigns, while maintaining or even reducing your overall Cost-Per-Conversion.

How it works:
Google analyzes your CPC campaign’s historical conversion tracking data along with factors such as user search query, geography, time of day, web browser or operating system. Then, when your ad is eligible to appear, it will automatically raise or lower your Max CPC bid based on the probability that your ad will convert. If your ad has a high chance of converting, your bid can be raised as much as 30% over your Max CPC bid, and lowered if a different ad has a higher percentage of converting.

Unlike other optimization efforts from Google AdWords, this new automatic bidding feature works with ad scheduling, position preference and demographic bid multipliers. Enhanced CPC also works on Google Network Partners (AOL, Ask, etc.) and Content Advertising. However, the feature is not available in AdWords Editor.

As a Campaign Manager, I have started using Enhanced CPC for some e-commerce clients and have seen an increase in transactions without any other changes. For one client, I experienced a 39% increase in transactions with a 45% decrease in Cost-Per-Conversion, along with a 9% decrease in advertising spend.

Enhanced CPC gives you the winning formula for your ad to receive more conversions, without increasing your Cost-Per-Conversion, and eventually increasing your ROI.

September 1 2010

Google Introduces Weighted Sort

by Anne Garcia

Our friends at Google have recently launched a new sorting algorithm within Google Analytics. Now, when you sort a computed metric – like goal conversion rate, bounce rate or percentage of new visits — you can weight that sort by the number of data points.  This ranks the most interesting and actionable items higher in your sort.

Previously, if you wanted to see which keyword had the highest bounce rate, it would rank keywords with 100% bounce rates the highest, even if the keyword only had one visit. This did not lend much to analyze.

Weighted Sort

Now, however, with Weighted Sort you can see which keywords with substantial visits are giving you high bounce rates.

Weighted Sort

Weighted Sort clears up the clutter of large amounts of data and helps you make more effective decisions when dissecting campaigns. It can help you focus on what keywords or pages need to be improved to increase your campaign performance.

© 2020 MoreVisibility. All rights reserved.