Podcast Episode 24 : This Ain’t no Party, This Ain’t No Disco. Adwords is Important!

Podcast Episode 24 : This Ain’t no Party, This Ain’t No Disco. Adwords is Important!

Let’s all admit something: social media marketing is fun! Forget about all of the data and numbers crunching, the ability to get precise information about demographics and how effective advertisements are is nothing short of amazing.....

Caution is something that people new to Adwords almost always use. The problems surface with those who have gotten so familiar with this tool, that they make careless mistakes. A rule of thumb is that you are never a complete master of any marketing tool. Consequently, you must always be careful with what you are doing. It means periodically quizzing yourself on the various elements of Adwords. That way, you know immediately what has to be used. It also means you are able to use it correctly.

Source: http://ppcadsthatsell.com/aint-party-aint-disco-adwords-important/

Podcast Episode 23 : Awfully Big Changes to Ad Rank

Podcast Episode 23 : Awfully Big Changes to Ad Rank

Change really is the only constant in this world and that includes advertising campaigns. If you are comfortable with the way Google determined Ad Rank, you have to accept that things changed radically several months ago. Google now doesn’t just consider the bid and the Quality Score. The expected performances of the ad extensions are now going to be part of the arithmetic. Please don’t pretend that changes are novel to Google. They have been doing it with Ad Rank all along.

Source: http://ppcadsthatsell.com/awfully-big-changes-ad-rank/

Podcast Episode 22 : Get a Handle on the Account with the Right Metrics

Podcast Episode 22 : Get a Handle on the Account with the Right Metrics

The conversion rate is the old war horse of online advertising. It has a strong connection with cost per acquisition and that spells cash. The account manager should be aware of a given account’s foundation rate for conversion. Other figures such as the cost per acquisition will move in the same rhythm as the conversion rate. The base data gives an idea of what conversion rate is, assuming that nothing has played a marked difference on the figures. However, if there is a noticeable change, either over time, or suddenly, to the conversion rate, there may be problems starting to surface that may need correction. Such remedial action should of course check on surface or technical items before going deep into issues that are affecting what is affecting performance.  Those corrections can be used to assure good returns elsewhere.

Source: http://ppcadsthatsell.com/get-handle-account-right-metrics/

Podcast Episode 21 : Bad Data, Poor Decisions Be Careful What You Watch

Episode 21 : Bad Data, Poor Decisions  Be Careful What You Watch

Nobody in their right mind wants to do shoot in the dark advertising. There is simply too much chance of poor figures and wasted money to arbitrarily post an advertisement and see what happens. It is why ad testing is done; to narrow the probability of poor sales figures and increase the chances of strong revenue the same time. When advertising manager must keep in mind is that ad testing is like any other statistical tests. Data problems can cause nightmares.

Google allows for some very sophisticated testing of ads that can uncover a great deal of information. However, the old adage of “garbage in, garbage out” will apply to any ad testing. It is how the data is gathered and then interpreted. Here are some externalities that can affect the data collected in any ad testing

Source: http://ppcadsthatsell.com/bad-data-poor-decisions-careful-watch/

Podcast Episode 20: Your Ad Tests are Going to Need Solid Metrics

Episode 20: Your Ad Tests are Going to Need Solid Metrics

Tight budgets and stiff competition don’t leave much room for mistakes. Those are probably the greatest reasons why AD testing is so important. It takes away some of the uncertainty and allows an advertising campaign to be more rifled and less of a scatter gun affair. Optimal outcomes happens when the testing shows there is one particular ad that really sells and causes major profits to be generated. That is something any advertising manager wants to have happen. The concept of testing is pretty straightforward. You can have several ads running simultaneously and check the results to see which one is the best. That essentially is what Ad testing is all about.

Source: http://ppcadsthatsell.com/ad-tests-going-need-solid-metrics/