Showing posts with label Advanced PPC. Show all posts
Showing posts with label Advanced PPC. Show all posts

Thursday, 28 March 2013

What are the Best Online Marketing Tools for This Year?

What are the Best Online Marketing Tools for This Year?
What are the Best Online Marketing Tools for This Year?

If you have made a focus on search engine optimization (SEO) one of your priorities for 2013, then you have a number of possibilities at your disposal for making it happen.  Hiring a professional SEO services company might be your ideal scenario, but the costs may prove to be prohibitive, especially if you are a small business. This doesn't mean you should dismiss the potential to improve your SEO performance. If you are able to give some time to your online marketing, a number of excellent programs can help you to achieve your aims.
We explored some of your options, most of which come with free subscriptions or an option to pay a small fee for much more capability. In addition, we looked briefly at what each one can do, so that you have the best chance of choosing the service, or group of services, that will help you see your SEO performance improve over the coming months.

Google AdWords

The first part of any SEO campaign should be keyword research, and using Google’s AdWords keyword tool is a great place to start to ensure you are targeting the most relevant keywords for your market.

Keyword Spy

This service is excellent for analyzing what your competitors are doing. You can track the keywords they are targeting and even how long optimization efforts appear to have been going on for.
Remember you aren't looking to ape your competitors. See what they’re doing well, and improve on it!

Google Webmaster Tools

Google are not only the kings of search, but also the best place to get advice around building yourself a high performing website. Google’s webmaster tools are a must for many when it comes to the on-going optimization and auditing of a site, providing you with coding suggestions, checking for broken links, and so much more.

SEOmoz

As well as offering some excellent optimization tools, SEOmoz is a brilliant resources website, so even if you don’t use a service make sure you bookmark it for great articles and advice from the word of search.
We’re here to look at the tools, however, and their SEO dashboard is one of the best in the business, perfect for novice website owners and experienced webmasters alike.

Ontolo

Link building is the cornerstone of any successful SEO campaign, and Ontolo is a great tool for helping you to do well in that regard. This tool checks sites against your keywords to discover the best and most relevant link building opportunities, including websites that will be best for you to offer guest posts to.

HootSuite

If social media is part of your SEO campaign – and it should be – then you want a site from which you can manage all of your interests. HootSuite is a great option that supports many social networks, with the premium account options allowing you to produce a multitude of analysis reports.

Google Analytics

We go back to Google for our final suggestion. Google Analytics will help you to track the performance of your SEO activities, and give you an indication of things that are working and what you could be doing better.
Using these tools, even an SEO rookie can quickly get their sites well optimized and moving up the search rankings. Try them out, and see the success they can bring to you.
This guest post was brought to you by the team at Bright Local who specialize in delivering the best SEO tools for businesses.

Tuesday, 26 March 2013

Google Email Targeted Adwords Display Ads

By +Mina Adly Younan
Google has launched a new type of Display Advertising Ads targeting your Gmail Account with supposedly relevant and contextual ads.

What is new about this type of Ads is that when you click them, they do not take you directly to the Ad Landing Page, but to your inbox where you can find a more promotional email.

The Perks are: 

1- You can save it to your inbox
2- Forward it on
3- Or you can dismiss it (then you won't see it again).

Google Email Markeing Adwords
A Screenshot from My Gmail inbox



In My opinion, it is very useful especially when you are advertising coupons, offers, events, or informative resources that your clients might find them useful and would keep them inboxed.

So, Are Google up to the email marketing business now or what?! 

Thursday, 14 March 2013

Google Display Network and Facebook Target and Reach - Infographic

Google Display Network and Bing Content Network Media Buying

If you want to Buy Placements on Specific websites, you should master both Google Display Network (GDN) as well as Bing Content Network (because you do not want to miss sites like (Journal, CNBC, and FOX Sports.)

But since both Google and Microsoft are Rivals, you will find some differences between the two giant networks. Here is a comparison between the two of them:


If you know exactly which websites you’re targeting, and even which ad unit within that website your banner will be, then you’re going to be better off than the hordes of advertisers who blindly release their banners into the Display Network like a pack of hound dogs





Conversions from Mobile Search: New Research - Infographic

Google and Nielsen have conducted a new research that all marketers should consider seriously:

77% of mobile searches happening at home or at work

and half of mobile search conversions happen in one hour

Thursday, 28 February 2013

Facebook Conversion Tracking and OCPM for Direct Response Advertising

Last month, Facebook launched a new conversion measurement and optimization system for direct response marketers. Facebook conversion measurement allows advertisers to measure the ROI of their Facebook ads by counting relevant user actions, such as registrations and shopping cart checkouts that are driven by people seeing an ad on Facebook.

What is Facebook Conversion Tracking?

Conversion tracking helps businesses measure the return on investment of their Facebook Ads by reporting on the actions people take after viewing those ads. Advertisers can create pixels that track conversions, add them to the pages of their website where the conversions will happen, and then track these conversions back to ads they are running on Facebook. Conversion tracking also helps businesses leverage optimized cost per impressions (oCPM) to show ads to people who are more likely to convert off Facebook.

What are Facebook Conversions?

A conversion is an action that a person takes on a website such as checking out, registering, leads, Key page views, adding an item to the shopping cart, or viewing a particular page. Virtually any page on a website can represent a conversion. Facebook tracks conversions that happen within 1 day, 7 days, and 28 days after a person clicks on an ad, and 1 day, 7 days, and 28 days after viewing an ad.

Benefits of Facebook Conversion Tracking and OCPM:

Optimized CPM (OCPM) and Conversion Tracking tools are not only used to measure the ROI from Facebook PPC advertising, but are also used to deliver ads to people who are most likely to convert on their websites. Facebook’s Beta tests have shown that when conversion measurement is used with optimized CPM, ads reduced the cost per conversion by 40 percent when compared to CPC ads using the same budget. That is extremely valuable for marketers in e-commerce, retail, travel, financial services, and other direct-response industries that value actions taken on their websites.


How it Works?

Facebook ad manager will monitor which ads are generating more conversions and which users are more likely to convert from specific ad copies (e.g. Ad X drove Y sales). Then you can increase the CPC (or CPM), optimize the conversions page, adjust the ad copy, or even change the marketing strategy.  

OCPM conversion tracking facebook




Wednesday, 13 February 2013

Auditing Google Adwords Manually To Watch For Click Fraud!

Do you know that you can review your Adwords from your server side and track your own source of paid search traffic? Yes, you can collect your own data and analyze them yourself.

It is possible to track search engine, Adwords account, campaign, ad group, keyword, and Ad copy.

Most Adwords users (Advertisers) use a single destination URL for their PPC campaigns:

More experienced Advertisers know how important it is to have different landing pages for different campaigns or Ad groups for better Quality score, relevancy, CTR, and above all User Experience.

Example:

The above landing pages will not only give you better results, but will also help you have better analysis on your campaigns’ performance.

However, it is possible to get deeper and have more detailed insights by having a unique URL for each keyword.
Google allows different dynamic URL parameters to be added to any AdWords destination URL string to pass along information about that particular click. These parameters are replaced with actual data about the click so that your log files, or tracking system, contain additional data about your AdWords clicks enabling one to analyze more data about any campaign and individual click.

Here’s an example for the keyword “blue gadget” along with other parameters associated with the keyword:

Breaking Down the Parameters:

1- Search Or Display (Content) Network

This is the parameter to determine if the traffic is from the content or the search network:
{ifContent:Content}{ifSearch:Search}

You can replace the ‘Content’ or the ‘Search’ after the colon in the string to whatever you desire. If you only wanted to use a single letter to parse out the information, you would change the parameters to look like:
{ifContent:C}{ifSearch:S}.

2- Keyword Match Type:

It’s often possible for a variety of keywords within the same account to trigger an ad. The keyword parameter allows one to see which keyword triggered the ad. It’s a very simple parameter:
{keyword}

Add kw= in front of insertion to label what this parameter is showing. Thus, the URL now looks like:



3- Ad Copies (Creative)

It is often useful in split testing or determining Profit by Click to know which ad was clicked for tracking sales or underperforming traffic back to the actual ad. This dynamic parameter adds the ‘ad id’ to the URL:
{creative}

The biggest issue with this is that it only shows the ad number (which usually looks like: 123653). It makes sense that Google isn’t going to pass the entire ad copy through the URL.
To find which ad matches up with the ad id, there are three ways to find the number:

In the AdGroup, view the source and line up the numbers (by far the most cumbersome)
Pull the information via the API (the easiest way when lining up numbers)
Run an ‘ad text’ report inside your AdWords account. When running this report, in the additional columns menu there is a check box for ‘ad id’. Click this box and it will display the ad id with the rest of your report.
Add ‘ad=’ before this parameter in the URL string for identification purposes. This now makes the URL look like:


4- Which website triggered the click?

This parameter is only for site targeted campaigns. If the parameter has no data, then Google does not display the parameter. Therefore, it doesn’t hurt to add this to all URLs. However, just remember, many times it will be blank.
This will NOT show which website triggered the click in content targeting campaigns. For that level of tracking, you’ll have to choose an analytics package that reads past the ‘pagead2.googlesyndication.com’ in the referring URL.

The parameter insertion is pretty simple, just add:
{placement} to the URL.

This makes the URL now look like:


Using Google Analytics:



If you use Google Analytics and auto tagging () be sure to avoid adding a parameter whose key conflicts with one of the auto-tagging keys (don’t add one named GCLID, though I have no idea why you would want to).

Each tracking system has its own set of parameters that it reads. Therefore, you might need to change ‘kw=’ or ‘medium’ etc in the URL string to something your tracking system will parse into appropriate categories.

It is important to also note that some analytic packages require the parameters to be in a specific order, while others just look for the identifying information and don’t care which order is utilized (i.e. one could add site target first, then keyword, then creative, then search vs content, etc).

If you are using Google Analytics, this is how the tracking string would look like with the proper parameters attached:


The only parameters that need to be adjusted in the above URL is the website (i.e. replace example.com with your website) and AdGroup (replace with your Actual AdGroup name).


Dynamic Insertion in Google AdWords Destination URLS

Google tracks the following tags in AdWords destination URLs:
{Keyword} = PPC Keyword that triggered this ad
{MatchType} = Keyword Match type
{Creative} = Ad ID
{Placement} = Placement name / URL
{IfSearch:Search} & {IfContent:Content} = If this is search traffic, then the value after IfSearch is written, and likewise for content (never both). You can substitute your own values after the colon.
So here is a URL that behaves as expected at the ad level, dynamically filling in keyword level information at the time of the click:

http://www.haveresults.com/gadgets?SearchEngine=Google&Account=WidgetsPPC&Campaign=Gadgets&AdGroup=BlueOnes&Keyword={Keyword}&MatchType={MatchType}&Distribution={IfSearch:Search}{IfContent:Content}&AdID={Creative}&Placement={Placement} 

Some Practical Tips


To separate parameters, you can choose any delimiter you prefer. The common choices are to use the standard “?” and “&” (for the first and subsequent delimiters, respectively). Google itself has started using “#” and “&” to separate parameters. Java often uses “?” and “;”. The variety of encoding schemes these days is dizzying.

http://www.widgets.com/gadgets#SearchEngine=Google;Account=WidgetsPPC
You can also cram all that information into a single parameter, mixing your delimiters:
http://www.widgets.com/gadgets?CID=Google++WidgetsPPC++BlueOnes++Blue_Gadget++
This might be useful if your particular setup only allows tracking of one parameter, as with Omniture’s CID code.

It’s a good idea to limit your use of special characters in the names of your accounts, campaigns, etc. if you are using “&” as your delimiter. If you include an “&” in your campaign name, that might foul up your ability to parse the rest of the URL. URLs often arrive slightly modified from their original form. Somewhere along the way, either Google or your server typically replace spaces with “%20 or “+”. You will need to “undo” this replacement in order to make sense out of your keywords.

Be sure not to name your parameters anything that will conflict with parameters you pass around your site.

A Matter Of Style

As a matter of style, I prefer not to use long parameter names in my URLs. I typically use a set of easily discernible but short three letter acronyms. They just have to be long enough that they will be unique and not conflict with any other parameters you are passing around your site. Here is a set I like—the letter “P” in each case represents “paid”:

PSE = Search Engine
PAC = Account
PCA = Campaign
PAG = ad group
PKW = Keyword
PMT = Keyword match Type
PDS = Distribution (Search / Content)
PPL = Placement
PAD = Ad ID
The Final Product
Here’s an example of what a custom URL with your tracking codes will look like:

http://www.widgets.com/gadgets?PSE=Google&PAC=WidgetsPPC&PCA=Gadgets&PAG=BlueOnes&PKW={Keyword}&PMT={MatchType}&PDS={IfSearch:S}{IfContent:C}&PPC={Placement}&PAD={Creative}

If you’re using a Google AdWords editor bulk sheet, here’s a handy Excel formula you can use in the destination URL column—just insert this formula into the destination URL column (column G) and replace the site URL and account name:

http://www.YourSite.com?SearchEngine=Google&Account=YourAccountName&Campaign="&A2&"&AdGroup="&B2&"&Keyword={Keyword}&MatchType={MatchType}&Distribution={IfSearch:Search}{IfContent:Content}&AdID={Creative}&Placement={Placement}

Conclusion

If you are collecting keyword level data with AdWords, you can use ad level destination URLs to track this data. Using ad level destination URLs keeps your keyword-adding work easy, reduces the chances of error with destination URLs and enables you to A/B test your landing pages. To do so, use dynamic insertion in your ad level destination URLs with a combination of documented and undocumented features to produce a destination URL that Google can fill in with keyword level information when it serves the ad.



Available ValueTrack parameters

Here's a complete list of ValueTrack parameters, plus the type of information each parameter can provide in a keyword-targeted or placement-targeted campaign.

ParameterWith a keyword-targeted campaign, you'll see...With a placement-targeted campaign, you'll see...
{matchtype}the matching option of the keyword that triggered your ad: exact, phrase, or broad (which will appear as "e," "p," and "b," respectively)N/A
{network}whether the click came from Google search, a search partner, or the Display Network (which will appear as "g," "s," and "d," respectively)if the click came from the Display Network (which will appear as "d")
{device}whether the click came from mobile, tablet, or desktop or laptop computer (which will appear as "m", "t", and "c," respectively)whether the click came from mobile, tablet, or desktop or laptop computer (which will appear as "m", "t", and "c," respectively)
{devicemodel}If your ad was clicked by someone using a mobile phone or tablet, you'll see the manufacturer brand and model name for that device (e.g., "Apple+iPhone"). This feature is currently not available for ads shown on Google Search.If your ad was clicked by a mobile phone or tablet user, you'll see the manufacturer brand and model name for that device (e.g., "Apple+iPhone")
{ifmobile:[value]}if your ad is clicked by a customer from a mobile or tablet device, you'll see whatever text you insert (what comes after the colon)if your ad is clicked by a customer from a mobile or tablet device, you'll see whatever text you insert (what comes after the colon)
{ifsearch:[value]}if your ad is clicked from a site in the Google Search Network, you'll see whatever text you insert (what comes after the colon)N/A
{ifcontent:[value]}if your ad is clicked from a site in the Google Display Network, you'll see whatever text you insert (what comes after the colon)if your ad is clicked from a site in the Google Display Network, you'll see whatever text you insert (what comes after the colon)
{creative}the unique ID for the creativethe unique ID for the creative
{keyword}for the search sites, the specific keyword that triggered your ad; for content sites, the best-matching keywordN/A
{placement}for content sites only, the domain name of the website where the ad was clickedthe domain name of the website where an ad was clicked
{target}N/Aa placement category (travel or sports, for example)
{param1}if you're using theAdParamService with the AdWords API, this will insert creative parameter #1if you're using theAdParamService with the AdWords API v2009, this will insert creative parameter #1
{param2}if you're using theAdParamService with the AdWords API v2009, this will insert creative parameter #2if you're using theAdParamService with the AdWords API v2009, this will insert creative parameter #2
{random}a random Google-generated number (an unsigned 64-bit integer with a maximum value of 18446744073709551615)a random Google-generated number (an unsigned 64-bit integer with a maximum value of 18446744073709551615)
{aceid}the control ID or the experiment ID from yourAdWords Campaign Experimentsthe control ID or the experiment ID from yourAdWords Campaign Experiments
{adposition}the position on the page that your ad appeared in, with a value such as "1t2", which is equivalent to page 1, top, pos 2N/A

Non-standard ad formats
Parameters
{adwords_producttargetid} With a product-targeted campaign, you'll see the unique ID for the product target.
 {adtype}With a product-targeted campaign, you'll see either "pe"or "pla" if the click is coming from a Product Extensions ad, or a Product Listing Ad, respectively.
{copy:[name]}Available for Ad Sitelinksand Product Extensions.The URL will dynamically include the actual parameter name and value you indicate in the keyword level URL that corresponds to the keyword that triggered the ad.N/A


Sources: