After you have initially set up your search marketing (PPC) campaign, set the budget, created the ad groups and decided on a landing page, etc., one might think the hard work is over. It is at this point your paid search campaigns can become costly. The shark can sneak up and bite you in the wallet.
Another key element in a successful search marketing campaign is the principle of “review and revise”. You must constantly monitor and review the performance of the campaign and make revisions/adjustments as necessary. You cannot just “set it and forget it”.
Two issues that frequently pop up with new search campaigns are listed below. Both issues can be addressed by reviewing the campaign performance if you know what to look to look for within the reporting tool.
1. I set up my campaign and I am not getting very much traffic
Issue #1 could be a result of poorly written ad copy. If the copy does not create the excitement needed to compel a potential customer to click on the ad then potential visitors will not click through to your site. The key indicator to look for here is CTR (click through rate). The lower the CTR, the fewer visitors your site is receiving. Solution: rewrite your copy then… review and revise.
2. I set up my campaign and am getting a bunch of traffic but it is not traffic I want
Issue #2 may indicate some keywords are too broad and therefore are bringing visitors not interested in that type of product. The key indicator to look for is bounce rate (In Google you will find this measurement in the Analytics tool). The higher the bounce rate the lower amount of qualified traffic your site is receiving. Solution: delete broad keywords and create more specific keywords then…review and revise.
Search marketing (PPC campaigns) can be a key element of your marketing strategy if set up and managed properly. A time investment on the front-end can you save you time and money later. If you are a rookie, don’t navigate the waters alone – get a little coaching (read previous post on PPC coaching).
Avoid the sharks – review and revise!
A key element in the success of a search marketing campaign is the investment of time. It takes time to set a campaign up properly. This included researching and selecting the right keywords, setting the budget limitations correctly and writing ad copy to maximize your Click Through Rate (CTR). Once your campaign is set up then you need to continually make the necessary campaign adjustments to receive the best return.
The typical small business executive does not always have the time to focus on learning the “to-dos” and “not to dos” of search marketing on their own. Trial and error can be expensive and time consuming at the very least.
Navigating the waters of paid search without experience is sort of like playing with sharks in the middle of the ocean while wearing a children’s flotation device. It is not recommended.
For the tech-savvy entrepreneur there are countless sources where you can read about how to successfully implement a search marketing campaign. If you fall into this category I would suggest you at least get a little coaching from someone with experience to avoid costly mistakes. The investment of a few hours for an initial campaign set up or a campaign review could save you countless hours and many dollars.
For the small business executive who does not have experience or time or the inclination to figure it out on their own look for someone who has solid expertise (and who can provide references) to manage your campaign from start to finish. Most marketing agencies will offer this service as well many independent contractors.
The Google Certification Program is an excellent credential for one to have. There are many talented people without this credential but it does add extra peace of mind that the person truly understands search marketing. I am in the process of getting mine so stay tuned for the announcement.
In today’s marketing world there are so many acronyms. It is difficult to keep up – especially for those who have other things on their plate like running their business.
I have put together a quick reference guide on some of the more widely used marketing acronyms. This is not meant to be a complete list. Each one of these terms could be an informative blog post all on its own. I plan to explore many of these in future posts. Let me know which of these you would like to see more information – I will be happy to expand.
Please add a comment if you have any questions or corrections.
Online Advertising / Paid Search
CPA – Cost Per Action
CPC – Cost Per Click
CPM – Cost Per Thousand
CPS – Cost Per Sale
PFI – Pay For Inclusion
PFP – Pay For Performance
PPC – Pay Per Click
PPL – Pay Per Lead
PPS – Pay Per Sale
RON – Run Of Network
ROS – Run Of Site
CTR – Click Through Rate
UV – Unique Visitor
PV – Page View
Search Engine Marketing
SEO – Search Engine Optimization
SEP – Search Engine Positioning
WOM – Word of Mouth
ASP – Application Service Provider
B2B – Business to Business
B2C – Business to Consumer
IM – Instant Messaging
Side note: Our world seems to be suffering from “acronym overload”. There seems to be an acronym for almost everything these days. Before writing this post I went to Wikipedia to research how many acronyms are in existence. There is no definitive number however I found two interesting sources that are supposed to have a comprehensive list of acronyms and what they mean. Both sources are human-edited: http://abbreviations.com (900,000 entries) and Acronym Finder (750,000 entries).
Enjoy the soup…
p.s. We will save social media for another day.