Articles in the Display Advertising Category

Advertisers have a lot of options when it comes to creating targeted display advertising campaigns. From making use of existing tools like the Google Display Network, to doing your own targeted ad buys, learn how you can integrate display advertising into your online marketing mix while maximizing budget and ROI.

March 13 2008

When it comes to a Google search, patience is not an option!

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You have just searched in Google for a specific product. You are ready to buy and your credit card is in hand. But wait! The page will not load. Annoyed and agitated, you click on the next ad to make your purchase. Let’s face the facts; time is a precious commodity and patience is not something people have a lot of (online shoppers in particular). That being said, there are few things more frustrating than clicking on a paid advertisement and then having to wait for the page to load. Most shoppers simply will not wait and as a result you (the marketer) pay for that click and unfortunately get absolutely nothing from it. You didn’t even get the chance to show what you have to offer! In addition, this will certainly increase your bounce rate and do absolutely nothing to improve your conversion rate or quality score.

It is always important to have your website pages load efficiently and accurately, but even more so now that Google has announced that they will be incorporating “landing page quality” into their quality score. Your quality score is a critical piece of the puzzle within Google in terms of paid rankings. The better your quality score, the better your positions. Google has always tried to provide the user with the best possible experience and this new metric should be in place in the next few weeks. Thus, all online marketers should take this time to ensure that their web pages are up to speed, literally and figuratively. Check out the latest buzz from Google!

December 14 2007

How to Optimize Your PPC Campaign Part 2

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This is the second part of a five-part blog, that will give tips on things to look for when making tweaks and “cutting the fat” from your campaigns. Last time I spoke of keyword average position. In today’s blog I will talk about click through rate, impressions, and match types.

#2 keep your keyword Click Through Rate (CTR) high and limit keyword impressions.
After your PPC campaign has been running for about a month, your campaign will now have some good data to tackle my second recommendation. Your broad match type keywords will have many impressions, especially if your industry and keywords are highly competitive. If you have some keywords set to exact or phrase match type, then your impressions will most likely be lower for those keywords. If your click through rate, is higher than three to five percent, then this means searchers are drawn to your ads and feel the ads are relevant when they type in that search term. You want your keywords to have as high a CTR as possible. If you have keywords with a lower CTR, then there are a few things you can do before completely removing them. First, you can change the match type from “broad” to “phrase” match. This will limit your impressions and hopefully improve your CTR. I always prefer changing the match types before abandoning a keyword, because you never know if a different match type will work better. If the CTR is still low after changing the match type to “phrase”, then I would consider removing the keyword. The keyword selected may not work for your product.Tune in for my third recommendation soon. It should be posted in early January.

October 24 2007

How to Optimize Your PPC Campaign

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Lately I’ve been hearing the same question from a lot of my clients, “What do you do to optimize my paid placement campaign?” Well at this point of my career, I don’t feel I’m ready to give away the formula to the secret sauce, but I would like to give our readers some pointers. This will be part of a five-part blog, that will give tips on things to look for when making tweaks and “cutting the fat” from your campaigns. The best way to get top performance from your campaign is to start optimizing when you first launch. The first data you see is a great way to predict where the campaign is headed.

#1 Make Sure Your keyword Avg. Position is where you want to be.

When first launching your new PPC campaign, give your campaign a few hours before going in and making any changes. If you’re bidding at $0.50, you can then go in and see where your ads are showing up based on the keywords you chose to run and begin to get an idea of how competitive your keywords are. If the average position for your keywords is higher then ten, you’re probably not getting many clicks or impressions. If your goal is to sell your products, generate leads or get users to sign up for a newsletter, you need more searchers to see your ads to give your ad more chances to be clicked on. The best thing would be to raise your keyword bids to $1.00, but only for those keywords that are over an avg. position of six. This should raise your average positions which will provide you more impressions and more clicks. To keep from overspending, you may want to lower your daily spend.

My second recommendation will be posted in my next blog which should be up in early November

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