Budgeting for Adwords Leads

I have blogged about this breaking Adwords campaigns up before, but recent events merit revisiting this approach to PPC management. While employed as a in-house marketing manager, I was faced running campaigns that included some very high-cost phrases (in excess of $10). This select group of phrases appeared to be the only words that were converting. We measured demos, and trips to the contact page as conversions. We received conversions only once out of eight or nine clicks (at $10/click a conversion cost $80 to $90). Moreover at $10/click, I was quickly exhausting my daily budget for few paltry conversions. This was clearly a chicken and egg scenario, I needed leads to get sales, but I needed sales to pay for generating leads. (more)

Building National Ads for Local Needs

Google says that they are accurate in identifying only about 35% of “local” traffic. This means if you run ads to your local market there is a good chance that 65% of your target audience will never see your ads. (more)

Break your PPC Campaigns into bits

I think most of us do the basics with our PPC campaigns, grouping phrases and then those phrases with related ads (such as marketing: internet marketing, web marketing, and services: SEM services, PPC Services…). However a recent exercise I went through yielded big benefits. (more)

Break your SEM Campaigns into bits for better conversion…

I think most of us do the basics with our SEM campaigns, grouping phrases and then those phrases with related ads (ie: bicycle repairs, cycle repairs, wheel repair with Expert Bike Repair). However a recent exercise I went through yielded big benefits.

Now let me preface this by saying I don’t advocate the use of click through rates to determine the effectiveness of an ad. I always look for some kind of conversion metric to use. You may be thinking that you don’t have a conversion metric, but even if it’s just measuring visits to your contact page, you need something to ensure that you are doing more then just getting people to your click on your ad.

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