Archive for the ‘Paid Search’ Category

If your August paid search traffic was stuck in holiday mode, then you’ll want to capitalize on the high traffic season approaching fast. Take a fresh look at your PPC campaigns with the following in mind.

1. Rethink your Target Audience

Is everyone really covered with your current strategy?

• Users of your products or services e.g. Kids
• Decision Makers e.g. Mum & Dad
• Demographic profiles e.g. Student
• Location-based users – is geo-targeted acurately set?

2. Review Keyword Trends from Last Year

• Use Analytics to find seasonal keywords from last year
• Do some new keyword research
• Check the Search Query Report regularly for keyword gems

3. Fall Holidays are Coming

• Start thinking about Halloween and Thanksgiving now
• Keep an eye on competitors, launch your campaign in time
• Be creative and get into the Holiday spirit with ad copy
• Maximize Facebook campaigns to connect with users in holiday mode

Comedian Russell Brand

Why Should I bid on my Brand Name in my PPC Campaigns?

Increasingly advertisers want to know why they should spend PPC funds bidding on their own name.  Or, perhaps the more pertinent question is – why do most of my PPC conversions come from my brand name and what does that really say about my campaign’s performance?

As a PPC marketing professional I have been battling with this dilemma for some time and have come to the following conclusions.

Bidding on your brand name is good because…

1. You are not number 1 for all versions or misspellings of your brand name.
2. Your brand name is not unique, a truth you will have to accept.
3. You may want to be found worldwide. Being number 1 on google.ca is different to being number 1 on google.com.
4. Competitors may be bidding on your brand name and stealing your traffic.
5. PPC ads allow you to use alternative messaging to your organic listings.

Getting all your PPC conversions on your brand name seems bad because…

1. You wonder why all those other keywords you are paying for result in no leads or bookings or purchases.
2. If you were not bidding on your brand name, your PPC campaign’s cost per conversion would sky rocket.

So what’s the problem?

The CPC for your brand keywords is really low and overall you spend relatively little on them. The real issue is the perceived underperformance of all the other keywords. In a nutshell, the rest of the campaign sucks and you are paying for it. Or is this really the case?

Have you considered the Online Buying Cycle?

Do you picture a user making a search on Google, clicking though on your ad and then proceeding through the purchase process? If so, this may be the reason you are disappointed with your PPC campaign. That’s just not how it works.

Users are slow to buy. Online shopping involves a great deal of research and comparison. In fact the following phases in the Search Buying Cycle have been identified

1. The Interest Phase

- I search using broad keywords – e.g. gifts / baby gifts

- I am presented with an enormous array of results, and then start to apply some filtering.

2. The Research Phase

- I start to search more specifically – baby boy clothing gift, baby boy gift Vancouver, unusual baby boy gift delivery etc.

- I visit numerous sites.

- I familiarize myself with new sites and new brands.

3. The Buying Phase

- I know what I want. This may be much later than the research took place.

- I search to find the site. Maybe I use the brand name.

- I go through the purchase cycle and create a conversion.

Your PPC Campaign Should Target All Phases of the Buying Cycle

Bidding on a wide range of relevant keywords which target all phases of the buying cycle is important. Displaying ads to users in the Interest and Research phases can pay off in conversions down the line, even if these are on your brand name.

Although, the results are most easily tracked through conversions, there is also a lot to be learned from PPC Returning Visitors in your analytics.

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Any questions or concerns about your AdWords campaign? Give us a call +1 (778) 995 94 00 or email info@cucumbermarketing.com.

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Are you struggling with your AdWords campaign and wondering what went wrong and why you are not getting enough conversions? Here are three reasons why this might be happening:

1) Landing Page Design

Look at your landing page and ask yourself: “Is my landing page user friendly and my product/service offerings described clear?”

Make sure your main messaging is above the fold and your visitors don’t have to scroll to the main part of your copy. I know, it sounds obvious, but I see it too often – pretty, flashy banners above the fold and the “sign up for our presentation” form is at the bottom of the page.

It might be a good idea to create a unique page, designed specifically for your Google AdWords campaign.

2) Call-to-action

Is your call-to-action strong enough? Is it supported by the obvious benefits of your product/service? Is it clear to your visitor HOW he/she will benefit from let’s say “signing up for your seminar”?

Make it easy for your customers to contact you, don’t give them the time to *think* and evoke their curiosity.

3) Bidding strategy

Running a successful PPC campaign is not just about creating your ads and putting some money into your AdWords account. It’s about understanding the bidding strategy, knowing what to look for and how to create a competitive advantage with the most desirable keywords and phrases. That’s why it’s important to hire a trained professional for this job. Google Adwords Certified individuals are your best guarantee that your account will be handled in the most professional manner!

All our PPC managers are Google AdWords Certified and are passionate about bidding, matching types and CTR (go figure!