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PPC Advertising Tag

A Guide to PPC Conversion Rates

A Guide to PPC Conversion Rates

PPC is the most popular model of internet marketing. As per this model, advertisers pay a fee each time one of their ads is clicked. Called as Pay-per-Click model, it is a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is the most popular forms of PPC. It gives access to advertisers to bid for ad placement in a search engine’s sponsored links. This is the first link that pops up when someone searches on a keyword that is related to their business offering. 

Conversion rates are considered to be the most common metrics that PPC campaign runners focus on. But it is important to know that it is a strong indicator of the ad’s performance. It is calculated using the number of conversions you get divided by the number of users who click on the ad and they ultimately visit your website or landing page. Conversions are considered when the users take the specific actions that you’re optimizing for. 

This can mean sales, but purchases aren’t the only type of conversions that advertisers are prioritizing. 

The types of conversions are:

    •   Generating sales
    •   Submission of lead generation forms
    •   Subscriptions to a blog or video channel
    •   Registration for an event, signing up for a free trial and more. 

What does PPC Conversion Rates signify?

The conversion rate mainly signifies how successful an overall ad campaign is during its driving action. Consequently, this tells how effective your ads are when paired with your landing page or website. 

What are the problems associated with PPC Conversion Rates? 

If the ads have high click-through rates but low conversion rates, then it’s a signal that there is a disconnect between the ad and the landing page. 

If you notice this obstacle then probable causes are:

    •   The landing page doesn’t align with the ad you’ve created.
    •   Offers that aren’t visible on the landing page. 
    •   Weak landing page
    •   Inappropriate language
    •   No CTA button
    •   Slow-loading landing page
    •   Complicated to navigate

Want to know more about keyword planner?

 

Tips for PPC Conversion Rates Optimization

These tricks and tips can help you to make sure that you optimize the conversions and drive the highest results from the PPC campaigns. The tips are:

  •   Provide relevant information in your ads.

It is important to give relevant and maximum information to the users. They should get exactly what they are looking for. Adding non-sense or irrelevant information drops the conversion rate drastically. 

  •   Check your site loading speed. 

It is important to check the loading speed at regular intervals. Slow speed could impact conversion rates and sink them. This is true for all the PPC campaigns. Look for elements that are slowing down your site and get rid of them. 

  •   Create relevant and targeted ads.

Importance of resonating campaigns with the target audience is paramount. This can increases the success of your ad campaign tremendously. This can be done by categorizing audience segments. Also, use retargeting to re-engage customers and boost overall conversion rates.

  •   Don’t neglect other metrics. 

Having a strong conversion rate is good, but that’s not enough. Therefore, it is important to optimize your entire ad campaign for conversions. Keep a check on other metrics like cost per conversion, cost per click, etc.  If these costs are too high, then your campaign wouldn’t be a success overall. Keep an eye on your campaigns to make sure that you’re spending on clicks lines up as well. 

 

Maintaining strong conversion rates is in direct relation with profitability and ultimately, indicates campaign success. This should be in accordance with other metrics. Taping conversion rates can also be useful as you can troubleshoot issues in your funnel and determine what can be done to improve results from the PPC campaigns. 

 It is important to note that conversion rates do fluctuate based on other factors like location, industry, purchase value, etc. The longer the funnel, lower the initial PPC conversion rate will be.

However, retargeting can help boost overall conversion rates, making up for the different and increasing your overall ROAS, so make sure it’s a part of your PPC mix.

Read More: Google’s New Gallery Ads – Everything You Need To Know

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4 Most Common E-Commerce Advertising Mistakes and Ways To Avoid Them

Advertising is all about delivering the right ad to the right audience at the right time using the right platforms. However, many times it happens that ads don’t reach the right audience at the right time. This not only results in ruining the desired results but also lead to improper targeting of people who aren’t the right audience. So, to avoid such a mistake, each advertiser must take note of these most common e-Commerce mistakes and take measures to correct them.

  1.   Slow-Loading Website

A slow loading would affect the conversion rates drastically. Imagine someone actually clicked on the link to buy your product and/or service and then the landing page takes forever to load. So the visitor gets frustrated and leaves.  This is one of the most common yet repeatedly occurring mistakes. Most of the advertisers don’t realize the importance of faster-loading landing page. This could have a drastic impact on their ad conversions. Most of the customers don’t wait more than 2 seconds for a page to load. Google also stated in their research that when the website loads quickly, it reduces the chances of people bouncing away.

  1.   Not focusing enough on the product description

This is the most under-valued concept.  Not everyone is convinced of shopping even till date. The only way to convince the audience is through images and words. Uninteresting images and words are one of the e-Commerce mistakes that each advertiser should avoid. The words and images of the ad must be so captivating that the prospective customers not only get an idea of what the products are all about but also be convinced that they are missing out on it if they aren’t buying it. You have to help them and communicate the experience you deliver with any of your products explicitly.

  1.   Not giving Google Shopping option

A lot of e-Commerce brands don’t realize the importance of Google Shopping when running ads for their products. This is an easier, one-click option wherein the prospective customer would get the details of your products in an organized format which is preferred by the search engine. It makes the entire process of searching, selecting and buying a product a lot easier. This is a major advantage for the advertisers as they only have to pay for clicks that are on the verge of converting. This is an economical and money-saving technique.

Google Shopping catalog appears alongside the Google search results whenever the search engine detects a shopping match. However, the location of these ads is predetermined. It is in a special shopping box either on the top or on the side. These ads improve the performance of your ad.

  1.   Repeatedly Showing the Same Ads

How many times have you been annoyed because you kept seeing the same product over your entire digital space? Be it on your feed on Facebook, an ad on YouTube or when you’re reading some content on a website! This is another mistake that most of the advertisers end up doing: showing the same product over and over again without any changes in the price. Somehow it is important to understand that an ad must be popped to notify something new. It could be about a drop in the price or some offer or feature.

Read More: TIPS TO BOOST THE PERFORMANCE OF PPC CAMPAIGNS

However, there are ways which advertisers could follow to prevent and overcome ad fatigue.

The ways are:

    1.   Reduce ad frequency.
    2.  Use the process of creating ad campaigns with multiple ad variations. It could involve creating ads with different background colors, different ad copies, different layout, different images, etc. It must be done to evoke interest and to break the monotony.
    3.   The advertisers must rotate these ads every few days.
    4.   Also, ads must be scheduled to run on different days instead of running them running all the time.
    5.   Change the offers and throw sale options after some time. This makes the product and brand more appealing to the target audience.
    6.   Test the performance of different offers to find out which ones work the best. Also, you can use second and third-best alternatives in future campaigns.
    7.   Rotate your target groups every few days. As per this technique, an advertiser must divide the current target audience into smaller sections based on shared interests and characteristics. And then each of those targeted groups must be shown the ads on regular intervals and not every day. This cuts down the cost and reduces monotony as well.
    8.   Regularly update the data related to the targeted audience. You should exclude people who have already interacted with your ads.
    9.   Make sure that the product images are clear and load fast. Ensure that even the large and attractive images optimized at small file sizes.
    10.   Also, the content of the page is crisp, short and engaging. Boring lengthy monotonous wouldn’t interest anyone.

Making mistakes is common but learning and improving yourself is the bigger task at hand. Each advertiser must understand that a remarkable product page involves a lot of moving parts, but focusing on these three fundamental elements – visuals, copy, and reviews. Make sure each of these departments is exceptionally well on your page.

Read More: WAYS TO TARGET B2B AUDIENCE USING SOCIAL MEDIA

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Tips To Improve Media Performance With The Help Of Google Analytics

Google Analytics is free of cost web analytics services that provide statistics and basic analytical tools for SEO and marketing purposes. This is a popular demand among the brands as it has effective results in the past. We can use it to uncover more -actionable insights that can help paint a clearer picture for results of the content presented in public is revealing the critical or improvement, only you can know about it if you know how to analyze those insights. With tools like Google Analytics, it is very easy to track every visitor who came across your site, from offline sources and which keyword pulled them towards you. In order to increase your performance on the net with Google Analytics, here are some tips for you:

 

1. Bounce Rate  

The most important thing is to study the small informative pieces of the data which is bounce rate. If a large percentage of visitors navigate away somewhere else after watching only a single page, then you might have now figured that there is definitely a problem here. This problem tells us to go back and optimize the page with much better Call-To-Actions or even more engaging titles like an offering to make the client dive into it or a video would be a simple solution to it.

 

2. Analyze The Market  

This is your chance to analyze the new potential markets. By just looking at the geographical breakdown of the traffic when the client comes to your site. For example, if we have a client who wants to expand his footprint all over in North and South America, by looking at the company’s traffic and conversion rate, we will be able to identify other countries where they can plan to expand themselves.

 

3. Seek In Good Content

Identify the traffic that your page already have, this can help you to gather insights into what content is more resonating. When you are able to get what is more resonating, hire content writers and editors to create more of that content.

 

4. Use the Attribution data

It is one very important pieces of data that allow the advertiser to glean better insights into the channels which would assist in conversion. This option helps one to understand how much each channel assists in a conversion.

 

5. Behavior Flow

Beyond the fact that basic traffic and click rates, a visitor’s insight can be extrapolated with the behavior flow tool in Google Analytics. This flow tends to move beyond the raw stats to give out help to decipher the web visitors that are intended by analyzing things like where they dropped off their hope at your site and more.

 

6. Know About Trends  

In Google Analytics, every element is dependent on additional dimensions. For example, if an infographic is going viral, the skyrocket would bounce rates. In order to attain rankings on a competitive term can make your page drop per session. Ask your advertisers to focus on trending data, every day to day, week to week, year to year, instead keep a regular check on the details.

 

7. Know your Traffic

Know where your traffic is coming from? Is it either the organic or the paid one? This can be a big insight into future online marketing for the client. It can show how much traffic the ad is driving in, including organic efforts. This will also show if the money on social media is effective or not.

 

8. Study Users Flow 

Understand the behavior customers and try to interact with them through the website which is very important.

 

9. Leverage Attention  

The number of time viewers spends one page can be interesting data that tells how the clients how to leverage in most of these int sales. In order to review traffic levels and sources with a length of time that a consumer is on a page that can help brands maximize their website conversions.

There are many pitfalls by just looking at one component. When you look at a single thing, there is a chance that you might miss out on something in a bigger picture. Therefore, track on analyzing your performance data. Go on and revisit the reports on a regular basis to ensure that the actions one takes are producing positive results and account new trends and tactics that may have an impact on content performance for sure.

Read More: Digital Marketing Trends To Watch in 2019.

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PPC

Tips to Boost the Performance Of PPC Campaigns

Pay per Click (PPC) Advertising is one of the most popular methods of advertising and also the most effective one as it generates immediate and qualified traffic that is on the verge of converting. PPC has the power to display the ads to a highly targeted audience at the exact time when they are actually looking for your product or service. However, a tiny slip-up here or there and the entire campaign can lose its worth.  Therefore, it requires hard work, strategic thinking, proper planning and constant monitoring to achieve the set goals.

Read More: Smart Strategies To Grow App Business With Ads

These tips can help you to boost the performance of the PPC Campaigns:

1.    Track Everything

The best feature of this form of advertising is that it gives complete discretion to the advertisers to see where each and every penny of the business owner is going. He/she can even count the expenses incurred and revenue generated by tracking conversions, know which keywords and ads are producing the best results. Everything can be easily tracked. These figures are important to analyse and adjust constantly. Little changes with the passage of time can make huge and overall improvements, thus lowering CPCs.

2.    Optimize The Quality Score

Quality Score is the estimated quality of the keywords, ads and landing pages. When all of them are in correlation, it gives a better search experience to the users and this is rewarded by Google with an improved Quality Score. Consequently, this lowers the costs. So, each advertiser should focus on Click through Rate, Relevance of the Ad and Landing Page. And for these, the keywords and the ads should be highly relevant and must have a direct correlation.

3.    Remarketing could be a boon

Remarketing can be really beneficial for PPC campaigns as that allows the advertisers to show their ads to the users who have already visited the website in the past. This is a great way to increase the overall conversions as remarketing campaigns only shows the ads to the targeted audience who have previously shown some kind of interest. It also helps in connecting with the past visitors who are more likely to convert into a lead or sale. This is one of the best strategies which tend to have a higher conversion rate.

4.    Perform Competitor’s Analysis

Knowing about competitor’s strategies, strengths and weaknesses is a way to be one step ahead. It provides a plethora of information about your competitors to the advertiser. This not only helps in staying updated, but also the PPC campaigns can be upgraded to have an advantage over the competitor. The analysis could be done manually or by using some technical software.

5.    Optimizing Landing Page

This is in relevance to the Quality Score given by Google. Google’s Quality Score is a numerical value between 1 and 10. One of the parameters is related to the landing page and the number of keywords present on the landing page. Higher the Quality Score, lower is the cost and it directs more traffic due to relevant keywords on the landing page(s).
These tricks open up more scope of improvement which ultimately improves the performance of the PPC Campaigns. Taking care of loopholes, improving the Quality Score, optimising the landing page are some ways to boost performance and add more to the number of conversions.

Read More : What’s New For Responsive Ads?

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Pay Per Click Strategies To Be Implemented In 2019

The internet is not just an entity but an entire kingdom on its own. It’s growing at the same rate as the universe, i.e. unknowingly. Now we are on the threshold of completing the second decade of the 21st century, and business platforms have remarkably prospered both online and offline. People are exploring new areas of earning money from anywhere they can. One such method is an online advertisement. It is majorly based on the pay per click mechanism which is the idea of paying the search engine a nominal amount each time a visitor visits the user’s website through the advertisement placed on the search engine. The idea of paying per visitor might seem expensive but if the flux of visitors opening the website reaches even 100 a day when the campaign is successful. Moreover, if the visitor gives a business of around 100-200 dollars and the search engine charges about a dollar per click, then one can make an excellent profit.

Google is an internet magnate who offers many subsidiaries to help various business models. A similar one is Google AdWords now known as Google Ads. It would be better to call it Google PPC as it based solely on pay per click model. The working model of Google PPC is simple where it selects several ads once the keyword is typed into the search bar. Now the most suitable ad to be displayed is determined by conjugation of two factors:

  • CPC– The highest amount of bid an advertiser is willing to pay to display the ad on the page.
  • Quality score– The score of clicks generated on the site along with the significance of PPC keywords provided in the ad.

Pay per click marketing is an economical way to increase business as the advertiser claims bid according to his/her budget and gets the visitor stream, accordingly, thereby securing a maximum return on the money spent. Moreover, Google is the leading search engine with maximum global reach. Hence investing in Google’s pay per click strategy can be fruitful in any case.

Now one needs to realise that for reaping maximum profits from any pay per click campaign, the keywords used must be catchy and crisp. If the advertiser creates an intelligent and to the point pay per click campaign using right keywords then that advertisement will be encouraged by being charged a minimum for every visitor so that one can increase the margin by more per cent. Moreover, Google has a service called Google keyword planner which suggests the ideal keywords that can be used in the PPC campaign to raise a brow. One such area for placing the ad is Click to pay sites where the user is about to check out and proceed payment. Banking ads with loan schemes are common at such places due to the psychological state of the customer at that moment. Such researches have been done in the past that skyrocketed the ad conversion rates.

An advertiser must look out for some pay per click strategies to implement them in 2019:

  • Explore new possibilities

It is widely acclaimed that Google is the market leader in paid search marketing and stands miles ahead of Bing, the Microsoft exclusive. Often advertisers fail to tap the opportunities by blinding themselves to one single website, mostly Google. To which the answer is with the advent of new and better internet services, people are reaching out to new websites and pages where some low-key business service might have secured their place due to a budget constraint and human behaviour is unpredictable and that service might secure a deal despite its secondary quality products. It is better to invest everywhere in appreciable amounts than to invest wholly on a single entity.

  • Monitor conversion rates

Each buyer has a different set of ideas and thought process. In such a case, not every visit shall fetch a closing deal, and hence proper monitoring must be done in case the conversion rates are not promising. After appropriate analysis, the advertiser must fill in the loopholes and realise the mistakes made in the campaign and try to make rectification for increasing the conversion rate.

  • Automating the account

With growing AI experience in hand, giving partial control of the account to an automated system for example bidding system, or keyword updates can be left on the machine’s discretion as it will explore new possibilities for raking better returns

  • Target specific audience sets

For reaching out far, a company must realise its potential customers who might believe in buying it. After recognising the prospective buyers, targeting them becomes easy and gives a sale in 99% of times. This type of analysis can be done by employing  survey agencies which can provide both online and offline solutions.

  • Credits

It is the end that matters and all’s well that ends well. With that note, one can identify that the majority of business is dependent on the last click which might “add to cart” or “Check out.” Market leaders around the globe have customised their entire site thinking about the preferences of customers from all walks of life to tap that last drop of the visit and turn it into a dollar or pound or whatever is highest on the global conversion rate. These people know an average customer will buy only after making sure that he is selecting the best deal available with all the comparisons and statistics.

The credit model needs to be adapted as per the requirement of a particular business idea. One idea won’t work for another one like one CV doesn’t get you a job in other companies. The analysis can be made using Google Ads’ perspective and conversion performance to gain a grip on the falling trend of the market.

  • Visual attractions

The human eye is more attracted to a dynamic phenomenon than to something which is stationary. We love the motion and vivid colours. Similarly, we might watch a 50-sec commercial video than reading a 10-second paper pamphlet. Video ads are garnering many eyes since its inception in the early 50s. Video ads are everywhere, on mobile applications, on video surfing sites etc. The recent mobile consumption time has gone up by an average of 5 hours a day, which is a straight 88% rise in watching video ads annually.  

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Parallel Tracking

Parallel Tracking – What You Need to Know

One of the essential components of a successful digital presence for a business is the page loading time. Though it might seem like a trivial issue to some, it has enormous implications. According to recent studies, 40% of users abandon a website that takes more than 3 seconds to load and a 1-second delay in page loading time can reduce the conversions by up to 7%. All service providers are striving to reduce the page loading time to a minimum and are introducing new upgrades to facilitate their efforts.

Google introduced tools such as PageSpeed Insights and Accelerated Mobile Pages, to help mobile advertisers offer faster experiences. Another similar latest offering from Google is Google Ads Parallel Tracking. Earlier, this used to be an optional feature for Google search and shopping ads campaigns. But from 30th October 2018 onwards, Parallel Tracking has been made compulsory for all Google Ads accounts that have click tracking enabled.

What is Parallel Tracking

Parallel Tracking has been offered as an alternative to traditional click tracking that is being provided by Google. It reduces page loading times significantly. This is accomplished not by redirecting the user but instead by running third-party trackers in the background. With the help of parallel tracking, users will be able to access the landing page immediately after clicking the Pay Per Click Advertising. The browser will process the URL tracking requests in the background. This feature comes particularly handy when the user is running a slow internet connection. By reducing the page load times, Parallel tracking enables more users to access a web page faster. This cuts the waste spending on a Google Ad Words campaign and increases conversions.

This feature becomes more crucial in the light of the revelation by Google that an increase in page load time from 1s to 5s increases the bouncing rate by more than 90%.

How Parallel Tracking changes the page loading process after clicking an ad

A comparison of the page loading process after clicking an ad would explain how Parallel Tracking changes it. Before the entire process begins, an advertiser uses the Google Keyword Planner to identify the most searched PPC Keywords and then design an Adword campaign around it. Once the Dynamic search ads go live, the following process takes place: –

  • Without Parallel Tracking
    • Customer clicks on an ad.
    • Google Ads Click Tracker loads.
    • Tracking URL Loads
    • Additional Tracking URL Loads (if possible)
    • Customer gets to see the landing page
  • With Parallel Tracking
    • Customer clicks on an ad
    • Customer gets to see the landing page

While the user browses the landing page, the Google Ads Trackers, Tracking URL, and additional tracking URLs load in the background. This allows the user to have a seamless browsing experience and the advertiser enjoys the benefits of higher conversion and reduced bouncing rates.

What does it mean for businesses?

There are several benefits that businesses can avail by enabling parallel tracking in their AdWords account. The primary purpose behind pay per click marketing for any company is to attract customers towards its website immediately. Search Engine Marketing is a time-consuming process which starts delivering results only after a while. In the meanwhile, a business invests a significant amount of time and resources in developing an online advertising campaign using google search. The actual benefits of pay per click advertising can be realised only when the user can get to the landing page within two seconds.

Attracting PPC traffic to a web page requires the user to click on an AdWords advertisement. Every click results in an expense for the advertiser. So, if the page does not load on time and the user abandons the search in the meanwhile, the whole efforts of the ad campaign goes to waste.

With the help of parallel tracking, businesses can now offer a better user experience for their prospective customers online. By cutting out the long wait involved in tracking redirects, parallel tracking ensures that the user can access the landing page quickly. For the advertising business, it means that the chances of taking the desired action by the user are significantly increased.

Reduction in loading times is essential for successful PPC advertising on Google; otherwise, more than 50% of the users will abandon the website even before it loads. That is too large of a chunk of potential customers to lose out for something which can be addressed quickly.

What does it mean for PPC Advertising Companies

Many businesses outsource their Google PPC campaigns to expert PPC advertising companies. As these companies have significant experience in using AdWords keyword planner and other essential tools to generate PPC traffic, they offer quick results for the client with a sound pay per click strategy. But to be able to retain the client, it is vital for these PPC advertising companies to deliver results. No matter how expertly the campaign has been designed, it will lead to a blank if the landing page does not load on time.

Parallel Tracking can help the PPC advertising companies achieve the desired results for their clients effortlessly. By reducing page load times, parallel tracking works wonderfully to cut down on the bounce rate and to increase the conversion chances.

As Parallel Tracking has become mandatory from 30th October 2018 for all AdWords advertisers, it is essential to ensure that your third-party vendor has made the templates compatible with parallel tracking. On its own Google is working closely with all the major players, so most likely your business is already covered. But in any case, double-checking with your vendor is essential. Google has provided an implementation checklist that must be referred to before making the switch to parallel tracking. It is an excellent feature that can help increase the profitability of your business through reduced bouncing rates. So, it is essential to make sure that your advertising campaign and the landing page are compatible with it.

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