Tag Archives: PPC

Using Search Funnels to Grow Your Adwords Account

Posted on by poonambhatt

What is the new search funnels feature?

Search Funnels are a set of reports in Adwords that allow you to analyze ad impression and click behavior for campaigns, ad groups and keywords. So why is this important for advertisers? Adwords currently attributes conversions to the last click, but as we all know, few conversions are driven by just one click on one ad. There are usually many touch points with a customer, so the search funnels reports allow us to see the impressions and clicks that lead up to the conversion, which in most cases is just as important as knowing what finally lead to the sale.

What reports are included?

The search funnels reports are found in the Adwords interface under Reporting > Conversions. Click the link on the right hand side of the page, and you will be taken to the Search Funnels section.

Let’s first define the data that you will be accessing from these reports.

First click – The first time one of your ads is clicked.

Last click – The click on an ad that precedes a conversion. All conversions in Adwords are by default attributed to the last click.

Assist click – The click on an ad that precedes the last click.

Assist Impression – When an ad is shown preceding the last click, regardless of whether or not the ad was clicked.

Items to Note:

  • The number of conversions in Adwords will differ from the Search Funnels, because Adwords includes conversion from the Google Content Network, and the Search Funnels do not. They also exclude information on organic results, actual search queries, and competitor keyword information.
  • Cookie settings – search history is currently set at 30 days, and is not yet customizable.

Reports within the Search Funnels

Overview – Show how keywords and campaigns work together to create a conversion. Data is generated from conversion paths, or the sequence of ad clicks & impressions that lead to conversions. As mentioned above, content network, organic and competitive information isn’t provided.

Top Conversions – This report pulls together the various conversion types that you have set up through Adwords conversion tracking.

Assist Clicks & Impressions – This report is helpful when you need data that is not conversion focused. Assisted impressions are when your ad is shown, but not clicked, but these metrics are important in considering how many touch points you have had with the customer. Once again, you can see data for all conversion types together or individually, and you can drill down to the campaign, ad group and keyword levels.

Assisted conversions – This report shows both last click and assisted conversions. The drop down box allows you to view all conversions, or select one particular type. This will come in handy if you have different types of conversions set up (a sign up versus an ecommerce purchase), and you want to see if there is a difference in how each type conversion is reached. This report also gives you the ratio of Assisted conversions to last click conversions, so see below on the details of how to analyze this metric.

First Click & Last Click Analysis - First click and last click analysis reports allow you to focus on conversion paths that began or ended with a specific campaign, ad group or keyword. Once you are on the level you want, you can choose any other report in the drop down (while staying focused on conversions).

  • For example, you can choose the top paths report in drop down. Once you are there, the breadcrumbs will show you that you are in a subset of conversions. You will stay drilled in until clicking on a main navigation report.

Top Paths – Shows most common conversion paths, and how everything works together to create conversions. Choose keyword in the dimension drop down box, and you will see the most common path for keywords. If the same keyword is repeated, it represents two clicks for that keyword that then leads to a conversion. As with the other reports you can also view data on the campaign and ad group level. If you select keyword path (impressions) you will see the sequence of keywords that showed your ads, regardless of whether the ads were clicked or not. This data closely represents the breadth of related keywords people are searching for prior to converting.

Time Lag – This section represents the time it takes customers to convert. If it takes a lot of days before a conversion, you will know that your customers are in the research phase of the buying cycle. However, if conversions come on the first day, and the rest of your research shows that there was only one click and one keyword, you will know that your customers are coming to you on those terms when they are ready to buy. The hours data represents the first 24 hours in hour segments.

Path Length – This report is a high level diagnosis that allows you to see how many clicks it takes to get a conversion, and the type of conversions. As mentioned before, different conversions may take more clicks. You can also see how the value of your various conversion types changes by clicking the value link. The data represented here is the percentage of your revenue that is attributed to paths of different lengths. Additionally, if you change to the impressions view you will see how many times people saw your ads (without clicking) before converting.

The search funnel reports can be overwhelming when you first look at them, but it is important to keep in mind that the additional data that is provided is just one more way we can make educated decisions. Start with the overview reports and familiarize yourself with the broad data like understanding on average how long it takes before your customers convert, and identifying if your campaigns tend to have more assisted or last click conversions. From there you can dive deeper into the data, and ensure that you are benefiting from it, and not just spending time looking at more numbers.

Along with the tips above, remember the following:

  • Keywords play three roles in a conversion path. Last click (immediately preceding the conversion), assist click (immediately before the click that leads to the conversion), and assist impression (ad is displayed but not clicked).
  • The ratio of assisted conversions and last click conversions is a quick indicator of whether the keywords serve more in the role of last click or assist click. A value close to zero means they are last click, and a value close to 1 means they are equally an assist and last click. The higher the number, the more they are in the role of an assist click.
  • Some keywords in your Adwords campaigns may not show up in the reports because they only include keywords that play an assist or last click role.
  • Assist clicks & impressions report break out information in same way, but for clicks and impressions instead of conversions.
  • When possible, have FUN with this data. This is great information that will help you grow your accounts, and at the end of the day that’s the main goal, so enjoy getting there!

10 Easy Ways to Optimize Your PPC Landing Pages & Increase Conversions

Posted on by poonambhatt

It’s common knowledge that a professional website design can increase conversion rates and sales.  A professional website design ensures trust and credibility with your users. But website design and landing pages can play a part not just in SEO, but in PPC too.

Actually, there is an entire procedure to optimize PPC campaigns including writing successful  PPC Ad Copy, Optimizing Your AdWords Campaigns Now, back to PPC landing page optimization.  The tactics I describe in this post will not only improve your Quality Score which can increase your ad position for a lower cost, but can also help convert more people that come to your website.

Now, I will admit that most of these tips are for lead generation, not all of these tips would apply to an ecommerce website.

  • Minimal Navigation – The key to successful PPC landing pages is keep the user to from getting too distracted.  Remove the top, left or right hand navigation from your main site on your PPC landing pages. Simply have your company logo at the top left of the page with a link to your homepage.  That will be enough for people to click on if they need more information before converting.
  • Important information above the fold – Some people who are searching for a service like yours are sometimes in a hurry. If they enter your landing page and don’t see what they need to do within the first 5 seconds, they’re likely to bail.  Be sure that your call to action, button, or form is above the fold.  Be sure to check Google analytics to see what resolution size the majority of your users are currently using. This will help your designers make the important information above the fold for most of your users.
  • Easy-to-scan copy – I’ve worked on clients before that use way too much industry language in their PPC landing pages.  You have to think that if an executive is looking for a service they’re likely to ask their assistant, intern or even a receptionist to do research before they engage in anything. While the executive may know all the industry jargon the assistant or intern may not.  Also, these people who are searching for many companies are in a hurry, and simply just scan the copy on your landing page and don’t necessarily read through it all the way. So break up your copy into several paragraphs instead of one large paragraph. And I like to use the rule of thumb to put your benefits or advantages of choosing your company in a bullet list or numbered list so it stands out more prominently.
  • Few images to convey professionalism – Some PPC landing pages I have seen have a lot of well, dorky images that don’t convey any professionalism whatsoever.  This can really turn off a potential client and make you look untrustworthy.  Have one to 2 images on your PPC landing pages that show professional looking people, smiling as if they have just engaged in yoru services and are incredibly happy.  Also having too many images on your PPC landing page will make your load times longer.
  • Fast loading times – One factor of the Google Adwords Quality Score is the load times of your pages. If it takes more than 10 seconds to fully load your pages that’s way too long. It should take less than 5 seconds. Large flash files, too many images, or animated graphics could hinder your fast load times. Also, if I have to wait for a flash animation to load before I can get information about your services, I’m more than likely not going to stick around or come back.
  • Dynamic headlines – Using dynamic headlines on your PPC landing pages is a great way to better target what the user is actually typing in the search box.  Dynamic headlines are generated by tracking URLs that will insert the specific keyword into the headline. This is like using dynamic keyword insertion in your PPC ads, only it’s for your landing pages. If the page headline is more targeted to what the user typed in the search, they’re much more likely to continue reading and complete an action.
  • PPC keywords in your landing page copy – Many people think this is only true for SEO, but you still need to include your PPC keywords in the copy of your PPC Landing page. This will not only help improve your Quality Scores, but will also help your users connect better to your copy.
  • Short contact form – You could potentially be driving away qualified leads by having a contact form that is too long. If your contact form is running below the fold, it’s too long. You should be able to see the ‘submit’ button above the fold.  Look at your current forms and only require the information you truly need. If someone sees a very long form, they may think, ‘This is going to take too long to fill out’ and could possibly skip that process altogether.
  • No Clutter – This is really a no-brainer, but unfortunately too many people make the mistake of dumping too much content on their PPC landing pages.  You should have one main goal of your PPC landing page, not 3, 4 or 5.  Remove any extra copy that isn’t necessarily useful to the user.  Remove any unnecessary images or icons.

    If you need any persuasion to make changes to your existing landing pages, just take this for an example:  if you were to make changes on your landing pages, and increase your conversion rates by .5%, add that to your current sales and see how much of an increase that is. You would be surprised how much additional revenue .5% would drive.

    If you have any additional PPC landing page tips that will help increase conversions that I have not mentioned feel free to add them in the comments section!

    PPC Ad Copy Tips – Writing Successful PPC Ad Copy to Boost your CTR

    Posted on by poonambhatt

    One of the most important factors of a successful PPC campaign is writing successful ad copy. You can spend a good deal of time on other aspects of your campaign but skimp on the ad copy and you might not get the results you’re looking for. This two-part article will review several tips for crafting high performing ad copy and methods for testing its effectiveness.

    Managing paid advertising on the search engines can be tricky. The little boxes of ads seem innocuous, but many advertisers don’t effectively capitalize on SEM (Search Engine Marketing) opportunities. One way to make a big difference in paid search campaigns is with ad copy. Here are several pointers to get your ad copy right!

    1. Qualifications and Guarantees: Another way to help your searchers feel a little more comfortable about clicking on your ad is to state any qualifications or guarantees you have. Are you a certified professional? Are you an award winner? Do you offer a money back guarantee? Answering these questions might be enough to get a click.

    2. Use of Exclamation Points: When I first tried this experiment, I guess was disappointed to find out that people really do respond to exclamation points!!!!

    .

    3. Dangling Top: Create an ad version where the top description line extends past the bottom description line.

    4. Display URL in Title Case : This technique can call out your brand a bit.In cases where your domain actually has some keyword value/keyword association, this Title Case technique can have an even greater impact.

    5. Question Mark in Heading – Ask the Question: Another way to set up your headline is to simply ask a question that gets the searcher thinking. You might be surprised if you ask a compelling question and then follow up in your description with some compelling answers. This can also help make your headline stick out especially if your competition is employing the keyword insertion method.

    6. Include prices and promotions in title or text copy for store product if we offer study guides at cheapest rates:

    7. Use a strong call-to-action: Enroll Now, Buy, Purchase, Call today, Order, Browse, Sign up, and Get a quote - Promotions and sales capture people’s attention. If you have a giveaway or a product that’s on sale, put that in your ad. If you use this method, be sure that you send them to a page that actually has the promotion or the sale (more on this topic in part two).

    8. All Title Case

    9. Test multiple ads in each ad group

    10. Write Specific Ads for Specific Keywords

    Gear ad copy to the specific terms in your paid search accounts. Statistics tell that visitors are more likely to convert to a sale, sign-up or other type of conversion when they see queries they’ve keyed into the search engines in your actual ad copy.

    11. Dynamic Keyword Insertion (Warning: Advanced Topic): DKI is an advanced method that allows you to dynamically insert a keyword from your ad group into your ad copy, if triggered from a search query.

    KEY POINT: The most important factor of your PPC ads is the headline or title. More than any other part of the ad, the title can impact the CTR of your ads.

    It is impossible to infer a concrete plan of action for the best possible PPC ad copy based on two micro-tests. Ideally, you will implement your own testing and discover the optimal ad copy for your own unique offer. In the following section, we offer the most effective techniques we have learned from several years of PPC ad copy testing.

    2. What are the most important practices to keep in mind when optimizing your PPC ad copy? (16 Techniques)

    1. The most important element of your PPC ad copy is the heading or title. The more potential customers identify with your heading, the more likely they will be to click your ad. The number of characters allowed in your heading is quite limited, so optimizing the best possible combination of words is of utmost importance.

    2. Using relevant keywords in the ad title usually work very well. This technique captures the attention of users by putting their search terms in the most prominent position in the ad.

    To match your title keywords to search terms, you will have to set up individual ad groups for important search terms. On Google AdWords, you can use automatic keyword insertion, which will save a tremendous amount of time when setting up campaigns spread over numerous keywords. For example, if you have 1500 keywords and want to put all of them into a single ad group, you can set up your account to automatically insert the search terms into your title (as long as they don’t exceed character limitations).

    3. If your prices are the lowest or close to the lowest in your industry, placing product prices in the ad title can boost CTR and skyrocket conversions.

    4. ”Free” add-on offers work well in the ad title. For example, if you offer free shipping, free bonus software, or a free 30-day trial, try mentioning that in the ad title and the primary offer in the body.

    5. Make sure the “display URL” is the shortest possible URL. Display URLs are basically free brand exposure for your domain name. Even when no one clicks your ads, you are still receiving exposure. If your site domain iswww.PoonamBhatt.com, do not use http://www.poonambhatt.com/Pay-per-clcik/ as the display URL. Make it as simple, uncomplicated, and memorable as possible.

    6. It is best to display URLs without the “www” in front of them rather thanwww.poonambhatt.com. It thus becomes more likely that they will remember your site.

    7. When possible, try to quantify your ads. If you have the most or greatest variety of products in your niche and you believe that gives you a competitive advantage, use that in the ad. If the price of your service is relatively low compared to alternatives, advertising the price in the ad copy – or even in the ad title – can be quite effective.

    8. Avoid using hype in your ads. This is especially true for those products and services whose potential customers may be inherently skeptical. For more on an honest approach to writing copy.

    9. Create a sense of urgency in your ads if it can be done without hype. Rather than using words like “amazing” or “unbelievable,” try “limited-time offer” or “available for overnight shipping.”

    10. Use clear, precise sentences, not just keywords.

    11. When space is available, always add a credibility indicator. Examples of these include: 30-day money-back guarantee, 5-star rated merchant, etc.

    12. Be aware that CTR is not the only important factor in a highly effective PPC ad. Conversion rate is also very important. The temptation on PPC engines is to use highly specific ad copy to pre-qualify your clicks. This may allow you to pay for less clicks while achieving a higher conversion rate.

    However, Google has minimum CTRs that must be maintained for your ads to remain active. The minimum CTR varies by keyword. In addition, a high CTR will also positively influence your ad placement in Google, so sacrificing CTR to increase conversion, while it could save you money, is often quite risky.

    13. Create a unique approach that focuses on the opposite or reverse of what your competitors are advertising. As we saw in Test Site A above, a reverse-psychology approach can often outperform the expected approach for some ad types.

    14. KEY POINT: You cannot write PPC ads in a vacuum. Testing is essential. Furthermore, you must pay attention to what your competitors are doing in the PPC engines. Study your competition’s ad copy to determine how your own marketing voice can be distinctive from that of your competitors.

    15. Review our previous PPC-related reports, listed in the “notes” below.

    These sixteen techniques should help you develop the best possible ad copy for a variety of PPC campaigns. But again, nothing should replace ongoing testing as your primary means of optimizing your copy.