For many advertisers who run a search engine marketing campaign, it is very common to get comfortable with a certain amount of visitors. Over the life of a campaign, advertisers may notice trends in regard to their paid efforts.
But, what should an advertiser do when the amount of paid traffic to the site begins to decrease or halt completely? It is important for advertisers to try multiple methods in order to maintain a consistent performance level. By using an analytics platform, such as Google Analytics, advertisers can identify which keywords are causing the campaign bounce rate to increase. An analytics program can also help you identify geographic locations where your ads are performing better.
Checking the Quality Score or Quality Index of your keywords gives you an indication of whether or not a low score could be preventing your ads from showing. Also, by reviewing your minimum bid requirements, you can see if your keyword bids are not aggressive enough to have your ads display on the first page of search results. It is important to check cost per click bids regularly, as over time certain industries may become more competitive; this may cause cost per click bids to increase.
If keyword bids and quality scores are not the problem, it might be your ad copy; stale ad copy can certainly impact campaign performance. Creating fresh, exciting ads with captivating offers or specials can not only attract new visitors to your site, but also improve the amount of sales you generate.
Another suggestion to increase your online marketing campaign performance is to conduct new keyword research. Many advertisers consistently use the same keywords in their paid online efforts year after year and do not perform research on what additional keywords may be added to the campaign. The addition of new keywords allows advertisers to capitalize on ones that they have not in the past. Also, by using geographic analytics data, you can include geographic areas within your keywords to attract new customers. Geo-specific keywords resonate highly with searchers and more often than not, lead to significantly higher conversion rates.
Increasing campaign performance is never an easy task, once the traffic has slowed to a crawl or stopped completely. However, by habitually reviewing different aspects of the campaign you may be able to prevent dips in traffic from even happening.
It seems every time you go to the grocery store, food costs have increased yet again. Well, the same holds true for costs associated with search engine marketing.
Given the current state of our economy, I have been keeping a close eye on the monthly Cost per Click (CPC) statistics, as reported by Search Engine Watch. To no surprise, some industries show more than a 10% increase in click costs (retail, insurance, and mortgage).
With this in mind, while many campaigns are built with all the time and thought in the world, business owners often do not stay on top of the changes in their competitive environment, over time resulting in a non-optimized campaign.
It is important to check your CPC bids and keywords at least once a month to ensure they are still translating into the most effective positions for your target cost per conversion, lead, or sale. In addition, the engines place a significant importance on the bids, daily budgets, and keyword relevancy within a campaign. This will fluctuate not only when changes are made to a specific website, but when changes occur in the general landscape of search. There are some tools to help automate this keyword bidding process, but should not be used in lieu of detailed, personal attention to a search engine marketing campaign.
Keep up to date with changes, stay competitive with your bids, and don’t let your campaigns go stale!
In today’s era of internet savviness, it is almost unheard of to operate a business without having a website. Consumers are apt to feel as though your company is more credible when you have a professional looking website to reference and/or direct them to. That being said, having a website is only half the battle. There are a few mission critical items to consider if your intention is to maintain a long-term presence online:
Search Engine Marketing (SEM). You now need to market your site and make it visible in the search engines. A Cost Per Click (CPC) campaign will help to promote your site in the various engines such as: Google, Yahoo, MSN, ASK, etc.
Search Engine Optimization (SEO). In conjunction with SEM, simultaneously incorporating SEO into the mix will help to supplement the cost of your paid efforts. Remember, all organic results equate to FREE traffic and who doesn’t want FREE traffic?
Return on Investment (ROI). Now that your site is visible and searchers are finding you through your SEM/SEO efforts, you need to determine how they are finding you and which specific keywords and search engines are giving you the best ROI. This is where a critical piece of the puzzle comes in place = Analytics. There are a number of analytic tools available today to measure online marketing performance. These tools will afford you the ability to make very educated decisions with your initiatives. Most tools will offer the functionality to ensure you are spending your advertising dollars wisely. Just a few variables an analytics tool can provide you with: bounce rate, conversion rate, shopping cart abandonment rate, percentage of new visitors versus returning, etc. Paying for clicks that do not convert into sales (or generate valuable leads) is a huge waste of money; especially given the state of the economy today.
Feel free to check out our Analytics Blog, which provides helpful tips and techniques to better understand web analytics: https://www.morevisibility.com/analyticsblog/index.php
A professional looking website + SEM +SEO + Analytics = $$$$$.