Posts Tagged ‘Target’
Pay-per-Click advertising, and Google’s adwords in particular are an ongoing topic in this blog. To best determine how such campaigns will perform for you, we recommend testing, and more testing. One thing you can test is whether the search results pages bring you as much traffic as the “content network” a placements (pages and sites which carry Google ads dynamically).
We recently learned of another placement niche for your ads, on people’s Gmail pages. For whatever reason, they call it the “Funbox.”
The ‘Funbox’ is a little known reference to the top ad spot in gmail, and guess what? You can target it as a managed placement in your AdWords content network campaigns.
So how do you target the fun box? The fun box is not found in the placement tool, so you need to add this in manually as a managed placement (in the networks tab):
Also, one of the most common mistakes is to try and target gmail by adding ‘gmail.com’ as a managed placement. It’s important to know that to target gmail, you need to add the following as a managed placement:
If you see gmail is performing well for you, it’s best practice to create a separate campaign that targets only gmail users.
Here are the benefits of creating separate gmail targeted campaigns:
- Write specific ads tailored to Gmail users
- Develop keyword themes around Gmail messages (advanced strategy)
- Controlled budgets
- Transparency of performance
It’s not necessary to create gmail targeted campaigns when you are first testing out Google’s content network. The best strategy is to first start with a keyword targeted (or contextually targeted) content campaign, and monitor the performance of mail.google.com on the networks tab. If you see traffic and conversions are high, it’s a good idea to go ahead and separate out mail.google.com traffic into a separate campaign.
If you need help understanding or implementing pay-per-click advertising, BGAmedia is here to help.Portions of this post excerpted from ROI Revolution Blog
By Jim Tierney, senior editor, multichannel merchant
Pay-per-click (PPC) advertising is a popular marketing tactic for many merchants. But according to George Michie, cofounder/CEO of online marketing consultancy The Rimm-Kaufman Group, there are four fundamentals of PPC that most marketers tend to get wrong.
In a session at the New England Mail Order Association conference in Boston, Michie outlined these PPC basics for attendees:
• There is no “correct position” on the page: Conversion rates are the same regardless of position, as are sales dollars per click. While the volume of traffic is much higher at the top than it is at the bottom, so is the cost per click.
The key to maximizing sales within an efficiency target is to set bids based on the anticipated value of the traffic. This is calculated from observed data on each ad, the data on similar ads, and anticipated seasonal and promotional effects.
• Budgeting search is a bad idea – using campaign budgets to limit spend is disastrous: Why spend less than you can profitably spend? Why spend more than you can profitably spend?
Because the ROI is fast – indeed, it’s backwards! We get the revenue before we pay for the clicks! Budgeting doesn’t make sense. Aim for efficiency and spend as much or as little as the market will bear.
But if you must do it, using campaign budgets is the wrong way to budget. Instead, lower bids to the point that you’re spending your budget week to week. That way you get more traffic and sales for the same money.
• Ad copy matters, but don’t spend all your time on this: Improving click-through rates and quality score is important. Write targeted copy with compelling calls to action. Test the control against challengers. Then stop!
Most PPC marketers spend 75 percent or more of their time on ad copy. After the initial testing, this should be no more than 5 percent or 10 percent of the work. There is far more money to be made by bidding, data analysis, and keyword additions than searching for magic ad copy.
• There are no bad match-types: Employ a combination of broad match and exact match (same keyword on both match types). Bid 20 percent to 40 percent more on the exact matched version than the broad match – exact matched traffic will convert better and is therefore worth more.
Broad matched traffic is still valuable, just not as valuable. Using negatives smartly on the broad matched campaigns and damping down the broad matched bids will add sales volumes cost effectively.
Trying to uncover useful information about ROI on Social Media use by business has been a lot like hunting for Osama Bin Laden. There are lots of people looking, they know generally where to look, but no-one has succeeded yet in winning the prize. The prize I’m talking about is a $500 package of cash and services that was offered as our “bounty” on this valuable marketing data in a previous post on this blog. I’ve been encouraged by a lot of bright insights as to the relative value of Social Media, and have read a number of case studies showing creative use of these tools, and how they are evaluated. Still no ROI study however. So I encourage you to be on the lookout for such a study. There may be a valuable consolation prize for “getting close.” The offer is valid through December 31, 2009.
In the meantime, one of my favorite research sites has provided a bit of data on who is investigating this area, including OfficeMax, Nissan, Dell, and Microsoft. The following was excerpted from a recent report by them.
Forrester Research projects companies will spend $3.1 billion annually on social media by 2014.2 So it isn’t surprising that social media measurement is top of mind among marketers surveyed in a poll by MarketingProfs. Nearly 50 percent of respondents say that social media measurement is “Important” to them; another 36 percent say it is “Somewhat Important.”
Determining return on investment, however, appears to be a major challenge. More than 70 percent of respondents do not believe their companies are adequately measuring the impact of social media campaigns in terms of tangible results. Only 20 percent think they are.
Surprisingly, the biggest hurdle to social media measurement is finding the personnel to do the measurement and analysis work. In a “pick all that apply” question about measurement obstacles, “Dedicated Resources” was chosen by 30 percent of the respondents, followed by “Don’t Know What to Measure” (25 percent) and “Social Media Measurement Isn’t Primarily About ROI”(20 percent).
Public relations measurement ranks similarly to social media in terms of priority, with 51 percent calling it, “Important” and another 36 percent considering it “Somewhat Important.”
For both social media measurement and PR measurement, many marketers report using their Web analytics packages to quantify results. Other methods of measuring PR response include tracking stories and blog mentions over time. Circulation numbers is the fourth most common answer, poll results show.
Dedicated resources is also cited as the biggest hurdle to PR measurement, (reported by 38 percent), followed by “Don’t Know What to Measure” (27 percent) and “Lack of Measurement Tools” (17 percent).
Fifty-eight percent of respondents believe social media monitoring is “Important” to their companies; 31 percent think it is “Somewhat Important.” A good sign for vendors, 78 percent of respondents say they plan to increase social media monitoring over the next six months; 18 percent expect the level of monitoring to remain the same. Not one person thinks his or her company plans to decrease the use of monitoring.