So you sell toasters, and every time somebody makes a purchase, you make £10. Your cost per sale on Adwords is only £6, so you’re making money, you’re happy with your marketing guys and everybody’s happy. But is your PPC really doing as well as you think? Perhaps not… (more…)
Conversion Rate Blog Posts
Why Your PPC Account May Not Be As Healthy As You Think
Tuesday, January 31st, 2012Conversion Rate, PPC Campaigns
New Metric in AdWords: Top of Page Bid Estimates
Thursday, September 29th, 2011Conversion Rate, Google Adwords
There is a new metric in AdWords now that shows you the estimated bid which will place your advert in the results above the organic listings rather than on the right hand side; this will give advertisers a clearer idea of the sort of bid they need to have to get higher up the page. This can be used with the Top versus Side feature also recently added to Adwords. (more…)
Attribution Modelling – Why Weight?
Monday, August 1st, 2011Conversion Rate, Google Analytics
Traditionally we try to measure the impact of advertising so that we can understand the return on investment. Moving to digital has allowed access to specific metrics such as cost per click and cost per sale, which allows us to see very accurately the return on our investment.
If you are measuring the cost per transaction, or goal, in Analytics then you are likely optimising toward these metrics. The transactions in Analytics are fully attributed to the last advert a visitor clicked, but this is not the whole picture. (more…)
IN THE OFFICE – Two Birds, One Stone.
Thursday, June 30th, 2011Conversion Rate, Featured, SEO
What’s going on in the office this month?
I’m encouraging (well, bullying) many of my clients to stock up on User Generated Content.
Most seem to be clear about the value of user reviews in the sales process, and how they can boost conversion rates, but few are as knowledgeable about the SEO benefits. (more…)
Google AdWords Expert Part Five – Optimising Your Campaign
Tuesday, May 10th, 2011Conversion Rate, Featured, Google AdWords Expert, PPC Campaigns
Welcome to Part Five of Google AdWords Expert. Missed the previous four parts? Find them here: Part One, Two, Three and Four.
So, you’ve set up a campaign, and now you want to start fine-tuning it? Understandable, though depending on your business, optimisation may mean slightly different things…
For the majority of businesses, their ultimate objective is profit - making as much money as possible. And for most of these, the purpose of their PPC campaign is the same.
There are a few cases where this isn’t true. If you have a bricks-and-mortar store somewhere, you may run a PPC campaign to get people to visit you. This would make a lot of sense if you’re selling something that people aren’t likely to buy online, such as a second-hand car. (more…)
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