Relevancy versus CPA

When a keyword converts at a cost which exceeds the targeted CPA, when do you give up on the keyword, and when do you stick with it?  The primary consideration should be relevancy.

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“Now Hiring:  Manage PPC . . . and  Lift 50 pounds”

Today I read an ad for hire:

Responsibilities include: Computer tech work, general admin assistance, ability to lift up to 50lbs, running errands, etc.  Experience with AdWords, PPC and SEO also beneficial.

Why not add, tuning up the owner’s BMW and performing occassional Lasik Eye Surgery to the list of responsibilities?

We look at about half a dozen new PPC accounts per week.  No wonder two thirds of those look like they’ve been put together and managed by an office assistant in his free time.

Outsource PPC!

Do it yourself PPC doesn’t work well for small businesses because: a) companies can’t afford to hire a full-time genius just to manage PPC (so they delegate the job to any person with a pulse); and b) the owner himself is generally too busy, and so he ends up neglecting the account.

If you own a company and are sort of managing PPC yourself, you will appreciate and benefit from our daily PPC Management services.  We guarantee you improved economic results, and you will likely find that  Outsourcing PPC is cheaper than you think.  Our fees for small local businesses start at $350 per month.

Phone Hanna at 720 663 9595 for a PPC Management Quote.   Let her show you the ways we’ll improve your pay per click account.

Conversion Metrics

Many Per Click versus One Per Click

Google Adwords — with the new interface, as well as in reports, you can now evaluate conversion results according to Many Per Click or One Per Click.  Over the past couple weeks, the issue of which metric is most important has come up repeatedly.  Here we define the terms and clarify the usefulness of the metrics.

Local Business Ads Often Cost Less for Attorneys

Millions of people check online maps each day to search for business listings by location.  Our experience shows that map searches for attorneys are often somewhat cheaper than the cost of standard text ads for Google keyword searches.

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Attorney Adwords Marketing Tips

The following tips for managing Adwords apply specifically to Attorneys, Law Firms, and Lawyers.

Careful, Newly Minted SEM Pros!

The first thing any new aspiring PPC Expert invariably does when assigned to a manage a new PPC account is to increase bids.  It’s the easiest thing to do, but for any mature and well managed PPC account, it is almost without exception the worst solution.  The results can be immediate and painful!

Competitors’ Names are Tangential Keywords

Some Advertisers like bidding on their competitors’ names as keywords.  We don’t bid on them for search, because we’ve never been able to convert them efficiently.  But then, that’s for search; what about buying tangential keywords, like competitors’ names, for content advertising?

Decrease Bids to Improve ROAS

Your Adwords CPC prices are set by auction.  What if the economy were slowing?  If 2 of 15 advertisers were to withdraw from your ad space, or slow their ads, then why shouldn’t the results of that be felt in your actual average CPC?  Maybe it can be.  When is the last time you tried DECREASING your Adwords bids?   

Today a client told me that PPC Companies are becoming the betamax of SEO Companies.

Keyword Quality Scores

Quality Scores should be monitored weekly at the keyword level.  Include a list of poor quality scores in each report and describe what you will do to remedy the scores (if anything).  Sometimes PPC Analysts struggle with finding recommendations for monthly reports.  However if you are performing your daily maintenance in a thorough manner, you’ll almost always find ways of improving the account by focusing on keyword quality scores.