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:
Happy Holiday PPC building!
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.
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.
Now, however, with Weighted Sort you can see which keywords with substantial visits are giving you high bounce rates.
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.