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Posts Tagged ‘Conversion Rate’

Using Excel Pivot Tables For Efficient PPC Ad Testing

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harryhuxford | Thursday, October 14th, 2010

Filed under: PPC Tips & Advice

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Managing and optimizing large sets of text ads can be cumbersome and tedious, especially if you’re conducting campaign wide A/B tests. Excel Pivot Tables can help simplify the process by automatically aggregating performance statistics across a large number of ads to make ad copy optimization easier and more insightful. Read More »

Preaching Versus Practicing Adwords

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Robert | Tuesday, August 17th, 2010

Filed under: Advanced, Intermediate, PPC Tips & Advice

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A Theorist’s Definition of Large-Scale:
Most theorists who preach but don’t practice the management of Adwords define large-scale in terms of keywords under management. I think it’s safe to say that theorists would define large-scale accounts as having many thousands, even tens of thousands, and sometimes hundreds of thousands of keywords under management. As practitioners, however, we define large-scale in a slightly-different way.

A Practitioner’s Definition of Large-Scale:
Yes, although it’s true that large-scale accounts have thousands and thousands of keywords, the real definition lies in the number of ad groups in an account, not keywords.

Since keywords have to be segmented into small groups (i.e., ad groups) together with other keywords that share a literal word or phrase, then the real measure of a large-scale Adwords account is measured in terms of the number of ad groups in the account. This is something theorists don’t have to contend with.

The penalty for not segmenting keywords into very small ad groups that share a literal common word or phrase is a poor quality rating. See a previous blog, “Six Essential Steps For Adwords Success”.

So what?:
So why even discuss the difference between a theorist’s definition of large-scale and a practitioner’s definition of large-scale? Because practitioners are faced with having to manage and optimize bottom-of-funnel (BOF) performance (i.e., paying customers), which is the real measure of cost of acquisition (COA), as opposed to optimizing top-of-funnel (TOF) performance (i.e., leads), which is better described as cost per lead (CPL) not COA. This is a very important point that often gets completely overlooked by most PPC professionals. Read More »

Is Google Evil, Or Just Devious? – Trap No. 3 (Cont)

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harryhuxford | Friday, August 6th, 2010

Filed under: PPC Tips & Advice

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Showing Ads At All Days And Hours – Revisited
In my previous post “Is Google Evil, Or Just Devious? – Trap No. 3″, I walked through the process of optimizing hourly ad scheduling by computing the average COA/Hour. This post will jump one step higher to optimize ad scheduling on the day of week dimension. Fortunately, we do not need to create any reports at all, thanks to the relatively new AdWords Dimension tab.

Meet The AdWords Dimension Tab:
The AdWords Dimensions tab offers a quick view of campaign performance metrics across seven time dimensions: Day of Week, Day, Week, Month, Quarter, Year and Hour of Day. AdWords tracks conversions in all dimensions but the Hour of Day dimension. My previous post was a work-around to this problem. Read More »

Why Bounce Rate Is Bologna!

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Robert | Friday, July 30th, 2010

Filed under: Basic, Intermediate, PPC Tips & Advice

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What’s a good bounce rate?:
As it relates to pay per click search engine marketing (PPC SEM), if you’re wondering what a good bounce rate should be, or if you’re concerned that your bounce rate is too high, then you’re paying too much attention to the wrong metric.

Why Is Bounce Rate The Wrong PPC Metric To Monitor:
First, bounce rates vary wildly from website to website. So there’s no such thing as a “good” or a “bad” bounce rate. Secondly, bounce rate is a reflection of the number of people who visited your website and then left within a short period of time. From a PPC point of view, that data is better reflected in several other more important monitoring metrics. Read More »

Using PPC Parameters To Improve Sales

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Robert | Thursday, July 22nd, 2010

Filed under: Advanced, Intermediate, PPC Tips & Advice

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Top-of-Funnel Versus Bottom-of-Funnel Conversions:
Let’s first define what I mean by top-of-funnel (TOF) versus bottom-of-funnel (BOF) conversions. Conversions at TOF result in sales leads. Conversions at BOF result in actual sales. There are many techniques to optimize TOF conversions, some of which are mentioned in my previous blogs, one of which is, “Pay Per Click (PPC) Search Engine Marketing (SEM) Best Practices & Resulting Quality Score

However, in this blog I want to talk about BOF conversions and how to use Adwords and/or Yahoo! data to optimize conversions and COA at BOF. Read More »

Can You Generate A Positive ROI With Adwords?

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Robert | Friday, July 16th, 2010

Filed under: Basic, Intermediate, PPC Tips & Advice

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Ready, Fire, Aim:
I find that many companies jump into Adwords and other PPC efforts without knowing what metrics they must hit to achieve a positive return on investment (ROI). They then become disappointed, confused, and worse, don’t know what to do to generate a positive ROI. If this sounds like you or your company, then you need to think about two things. First, how do you calculate the Adwords metrics you need achieve for a positive ROI, and second, can you get there? Read More »