PPC or Pay-Per-Click campaigns are offered by many Search Engines such as Miva, Yahoo Search Marketing, MSN AdCenter and Google Adwords among others.
Any of these or all these types of interfaces are used to promote businesses by getting more traffic (web users) to the business websites to make a sale or fill up a form etc.
Here on my blog I would discuss about my favorite - PPC Campaign Management - Google Adwords. Before that setting up a campaign is one of the major tasks to run a campaign and manage Adwords using effective techniques that will eventually gives good return on investment to the businesses owning websites.
What are the Steps to run and manage Adwords in a cost-effective manner, and also find out the Steps to fight click fraud.
First, Steps to effectively manage Adwords:
1. Create *separate ad group* for each product.
2. Target *right keywords* that have more conversion power.
3. Create *Ad copies* to convey the maximum information possible to convert the prospects into customers.
4. When we separate the ad groups for each product, then the ad copies can be well written with the keyword phrases in it to improve *CTR* of keywords.
5. We can opt either for *Content network* or *Search network* or both. Bid amount can be separated for Content network and search network, and we can bid minimal in content network
6. Google will take only the minimum bid required to activate the keywords and will place us in the top because of the *Quality Score*. This concept may also bring our bid amount to less than 7 cents, by still holding a higher position. The positions of adcopies on the sponsored listings are calculated using the formula:
Position on sponsored listings = Max CPC * Quality Score
7. *CTR*, *Relevancy* of the ad copy to the keyword queried, *Historical keyword performance* and by setting up the *Right landing page* we can improve our quality score.
8. Now that Google has started listing Quality score adjacent to the keyword column, this will be helpful to decide whether to delete the keywords or optimize the ad copies in the ad group. Google lists the Quality Score as '*Great*', '*OK*' and '*Poor*.'
9. Bid the keywords with lesser *conversion rate* as in less than 5 cents initially and can bring down to less than 2 cents.
10. *Product price* can be mentioned in the ad copies for users to know our product price which in turn will increase CTR.
11. *Dynamic Ad copies* can be created by using the syntax. {Keyword: keyword that is in the ad group}. This will help us when a prospect queries 'Free SSL', the ad copy will reflect 'Free SSL' on its title.
(/The advantage of using this technique is that *CTR* will be improved and this will in turn improve the Quality score required for minimizing the bidding. The same keyword which is bid for around 40 cents would come down to 10 or 15 cents/.)
12. *Exact match* and *Phrase match* can give us targeted traffic. We can create separate Ad group for these keywords, then the scope of improving the CTR will be higher than broad matched keywords.
13. We can enable the *ad scheduling* to monitor at what time period the clicks are more and increase the bidding for keywords which has high conversion rate.
14. By constantly tracking and analyzing the performance of keywords by generating reports using *Google analytics*, the efficiency and effectiveness of PPC campaigns can be improved further.
Secondly, Steps to fight click fraud:
I had a chat with Adwords representative today, Q & A's are as follows:
Any of these or all these types of interfaces are used to promote businesses by getting more traffic (web users) to the business websites to make a sale or fill up a form etc.
Here on my blog I would discuss about my favorite - PPC Campaign Management - Google Adwords. Before that setting up a campaign is one of the major tasks to run a campaign and manage Adwords using effective techniques that will eventually gives good return on investment to the businesses owning websites.
What are the Steps to run and manage Adwords in a cost-effective manner, and also find out the Steps to fight click fraud.
First, Steps to effectively manage Adwords:
1. Create *separate ad group* for each product.
2. Target *right keywords* that have more conversion power.
3. Create *Ad copies* to convey the maximum information possible to convert the prospects into customers.
4. When we separate the ad groups for each product, then the ad copies can be well written with the keyword phrases in it to improve *CTR* of keywords.
5. We can opt either for *Content network* or *Search network* or both. Bid amount can be separated for Content network and search network, and we can bid minimal in content network
6. Google will take only the minimum bid required to activate the keywords and will place us in the top because of the *Quality Score*. This concept may also bring our bid amount to less than 7 cents, by still holding a higher position. The positions of adcopies on the sponsored listings are calculated using the formula:
Position on sponsored listings = Max CPC * Quality Score
7. *CTR*, *Relevancy* of the ad copy to the keyword queried, *Historical keyword performance* and by setting up the *Right landing page* we can improve our quality score.
8. Now that Google has started listing Quality score adjacent to the keyword column, this will be helpful to decide whether to delete the keywords or optimize the ad copies in the ad group. Google lists the Quality Score as '*Great*', '*OK*' and '*Poor*.'
9. Bid the keywords with lesser *conversion rate* as in less than 5 cents initially and can bring down to less than 2 cents.
10. *Product price* can be mentioned in the ad copies for users to know our product price which in turn will increase CTR.
11. *Dynamic Ad copies* can be created by using the syntax. {Keyword: keyword that is in the ad group}. This will help us when a prospect queries 'Free SSL', the ad copy will reflect 'Free SSL' on its title.
(/The advantage of using this technique is that *CTR* will be improved and this will in turn improve the Quality score required for minimizing the bidding. The same keyword which is bid for around 40 cents would come down to 10 or 15 cents/.)
12. *Exact match* and *Phrase match* can give us targeted traffic. We can create separate Ad group for these keywords, then the scope of improving the CTR will be higher than broad matched keywords.
13. We can enable the *ad scheduling* to monitor at what time period the clicks are more and increase the bidding for keywords which has high conversion rate.
14. By constantly tracking and analyzing the performance of keywords by generating reports using *Google analytics*, the efficiency and effectiveness of PPC campaigns can be improved further.
Secondly, Steps to fight click fraud:
I had a chat with Adwords representative today, Q & A's are as follows:
Narasimhan:"How accuratly do I get the click enabling Content network? Or please describe me as how can you assure that there will not be click fraud when I enable Content network?" Then comes the Google representative's turn which was a quick response though:
Adwords representative (AR): Hello Narsimhan. Thanks for contacting Google AdWords. How may I help you today?
AR: Would you mind waiting a moment while I pull up your account?
Narasimhan: sure np
AR: Thanks for waiting.
AR: I have your account in front of me.
Narsimhan: ok great
AR: Would you like to explain to me what your problem is?
Narsimhan: In one of my campaigns I got 549 clicks and 459,525 impressions and on 1 conversion using Content Network. Whereas, on Search Network...
Narsimhan: for the same campaign, 775 clicks out of 45,893 impressions with 34 conversions.
AR: OK.
Narsimhan: Now tell me how can I trust and enable Content Network on other campaigns?
AR: Are you concerned about click fraud, Narsimhan?
Narsimhan: Yes you are right AR
Narsimhan: Tell me how accurately you justify this?
AR: Sure, give me a moment and I will be back with relevant information on this for you.
Narsimhan: Thank you AR I will be waiting for your response on this context.
AR: The security of Google AdWords advertisers is important to Google, and we have dedicated a number of resources to protect your account against invalid activity.
AR: Some of the Click Fraud Detection techniques are -
AR: 1. Detection and filtering techniques
AR: 2. Advanced monitoring techniques
AR: 3. The Google Team
AR: You can read on each of these techniques in detail at this link below.
AR: How Does Google Detect Invalid Click.
Narsimhan: I read that already but my numbers speak... What is your justification AR please tell me.
AR: If you are still not convinced about this you can request for an invalid clicks investigation with us.
Narsimhan: 549 clicks gave me 1 conversion and 775 clicks gave me 34 conversions.
AR: I understand.
AR: However, sometimes the click behavior is unpredictable.
AR: In case you wish to start an investigation with us, please use this link below.
AR: Investigate Invalid Clicks.
Narsimhan: That is ok Runa. I will observe it for some more time and request for investigation. Thanks for now. Have a nice time.
AR: Does that help?
AR: It was a pleasure to help you.
AR: You have a great day too.
AR: It was a pleasure chatting with you. If you have any more questions, please feel free to visit Google Adwords Help Center. You can also print this chat transcript for your record blah... blah...
AR: Would you mind waiting a moment while I pull up your account?
Narasimhan: sure np
AR: Thanks for waiting.
AR: I have your account in front of me.
Narsimhan: ok great
AR: Would you like to explain to me what your problem is?
Narsimhan: In one of my campaigns I got 549 clicks and 459,525 impressions and on 1 conversion using Content Network. Whereas, on Search Network...
Narsimhan: for the same campaign, 775 clicks out of 45,893 impressions with 34 conversions.
AR: OK.
Narsimhan: Now tell me how can I trust and enable Content Network on other campaigns?
AR: Are you concerned about click fraud, Narsimhan?
Narsimhan: Yes you are right AR
Narsimhan: Tell me how accurately you justify this?
AR: Sure, give me a moment and I will be back with relevant information on this for you.
Narsimhan: Thank you AR I will be waiting for your response on this context.
AR: The security of Google AdWords advertisers is important to Google, and we have dedicated a number of resources to protect your account against invalid activity.
AR: Some of the Click Fraud Detection techniques are -
AR: 1. Detection and filtering techniques
AR: 2. Advanced monitoring techniques
AR: 3. The Google Team
AR: You can read on each of these techniques in detail at this link below.
AR: How Does Google Detect Invalid Click.
Narsimhan: I read that already but my numbers speak... What is your justification AR please tell me.
AR: If you are still not convinced about this you can request for an invalid clicks investigation with us.
Narsimhan: 549 clicks gave me 1 conversion and 775 clicks gave me 34 conversions.
AR: I understand.
AR: However, sometimes the click behavior is unpredictable.
AR: In case you wish to start an investigation with us, please use this link below.
AR: Investigate Invalid Clicks.
Narsimhan: That is ok Runa. I will observe it for some more time and request for investigation. Thanks for now. Have a nice time.
AR: Does that help?
AR: It was a pleasure to help you.
AR: You have a great day too.
AR: It was a pleasure chatting with you. If you have any more questions, please feel free to visit Google Adwords Help Center. You can also print this chat transcript for your record blah... blah...
