3rd party ad tracker tools beat Google analytics in every way
Google tries to provide the most relevant information available and Google Analytics is one way that Google can collect that information. When someone uses Google Analytics Google will know everything about their keywords, their website, how great their website is and will most likely use that information to affect search results.
Why it’s worth paying $1/day for a quality ad tracker and click fraud monitor service:
In the end of the day keyword level reports that give specific ROI information are the most important aspect to online marketing. Everyone knows that with a great ad tracker online advertising is easy, however with the wrong tool in-accurate information will be reported which is very dangerous especially for something so important. It’s better to budget at least $1 per day for a quality ad tracker service that does exactly what you need it to. A quality ad tracker is very reliable, provides great customer support and provides all quality information needed.
Click fraud alone will pay for a quality ad tracker
Microsoft has stated “click fraud is likely to continue if left unchecked” in other words they are relying on everyone to use a 3rd party ad tracker to detect click fraud. From our own experience we have seen that an ad tracker will pay for itself from all of the fraudulent clicks that it will be preventing alone! Not counting all of the time saved from having correct ROI information, support help, cutting edge technology, continuous updates and advice to help you get the refunds that you deserve from the search engine.
What if everyone used Google analytics or a free ad tracker
Google, Yahoo, Bing and all 3rd tier search engines have refunded advertisers money because of 3rd party ad tracking tools. None of that money would have been restored if they had been using Google analytics or any other free ad tracking tool. Sure a free ad tracking tool may seem appealing however, the side effects are far too expensive in comparison to getting a high quality ad tracker. We fully recommend everyone who wants to succeed to get an ad tracker that will ensure online advertising success. If everyone used Google analytics, a low quality ad tracker or a free ad tracker click fraud would be a huge problem and the money made from online advertising would be minimal if any. Therefore, using a quality ad tracker is the only intelligent thing to do.
A recent poll shocked me recently which showed that 40% of online marketers are not making any money online and another 35% are not even making enough to cover expenses. That’s an 75% failure rate! I am absolutely blown away by this number because PPC advertising is extremely simple and if done right you should never loose any money it is a guaranteed way to make money.
I started researching, talking to some of the major people in the industry to find out if the poll was real or not if in fact there are a lot of people failing at PPC Marketing. A few days later I received a call which explained it all. It was a client that I was helping get started with her own website it was this phone call that helped me understand why 75% of all PPC marketers don’t make money. It was made clear to me that she had no idea what so ever what PPC advertising is, she did not know where to start, she had bid as much as she possibly could for each keyword to become rank #1 thinking that was the best way to go about it however she kept her budget low enough that she hit her budget within the first few hours of the day.
I thought this was a unique case; however, thinking back to all of the people that I have helped with PPC advertising something became crystal clear. It was not a unique case in fact about 75% of people were in the same position as she was. They simple don’t know how to succeed with PPC advertising. I had assumed that PPC advertising was extremely simple and that everyone knew how to succeed that is why I did not understand the poll.
Because of the recent poll that was conducted and so many people failing with PPC advertising I don’t want you to be apart of that number. That is why I have designed a series of articles that will walk you through absolute PPC domination. I will explain every little detail that is essential to PPC success, make sure you subscribe to ensure PPC success.
If a keyword is loosing money action must take place in one of several different aspects. Decreasing the bid on that keyword will lower the number of clicks in return for a higher profit margin. If each keyword is loosing money in your whole campaign or a very high number it is not an individual keyword problem it could be a site-wide problem. If no conversions are taking place that is a strong indicator that the site design needs to be re-designed or the content needs to be re-written. Either way it is a problem with your website and not a problem with your PPC campaign.
If a particular keyword is not working make sure to check to see if the landing page is relevant to the keyword. Having different landing pages for different keywords will not only increase your quality score which will lower your CPC and give your ad a better position but it will also increase your conversions and is defiantly worth looking into. Changing the actual ad is also an option if your campaign does not have very many ad groups and you are using general ads for the whole campaign. Simply break up your ad groups into smaller ad groups and create very relevant ads for each group.
If a keyword is loosing money do one of the following
- Decrease bid – everything looks good excluding one keyword
- Change site – all keywords are loosing money
- Change ad – if ad is not relevant to the keywords or is targeting clicks not conversions
- Change landing page – if landing page does not describe the particular keyword
If no clicks are taking place on a particular ad first take a look at the impressions to make sure your ad is being seen. If a low number of impressions is taking place its not something to be concerned about, however if a high number of impressions is taking place meaning for every 1000 impressions you only receive one click consider revising your ads and creating a variety to see which ad will convert the highest number of traffic. Keep in mind that if your ads are showing up on the content network receiving 1000’s of impressions and a few clicks is normal, you can test it out by only advertising on the Google network.
I hope this PPC guide was helpful for everyone and was good information. If you have any questions feel free to contact me directly and I will be more than happy to answer any questions. I have been doing PPC advertising for years and sometimes I think the whole process is obvious however I have learned that it is not that way. You should be able to succeed with PPC advertising at this point.
After everything is setup and running possibly the most important step is reviewing all keywords every 2 weeks to a month to see how things are going and make potential corrections. In this step it is important to have a quality ad tracker to ensure reliable data in order to make educated decisions.
The frequency of checking your ad tracker depends on how many clicks are being made, the more clicks and conversions that are recorded the more reliable the information. It is important to not make immediate decisions but to wait until you have sufficient information. A bad example would be after your first conversion comes through to assume that the keyword that generated the actual sale is the only good keyword when in reality it could have been luck. Make sure you have enough data to make an educated decision.
After logging into your ad tracker it is time to go ahead and analyze the data to see which keywords are successful and which keywords are not. The common error at this point is to look at clicks and not conversions. Clicks are not the definition of success if a keyword receives 1000’s of clicks and no conversions it is not a good keyword by any means. After looking at the profit or loss indicator from your PPC tracking tool you will know which how to change your bids. Profitable keywords need to remain profitable or become more profitable. If the profit margin on every click is high you may want to consider increasing your bid. For example if you are making $2 on every click and you are only paying .50 you may want to consider increasing your bid to $1 per click to receive more traffic and more profit.
If a keyword is making money do one of the following
- Keep the current bid
- Increase the bid – if the profit margin is high
- Decrease your bid – if profit margin is very low.
The last series is extremely important and often overlooked which has undoubtedly led to PPC failure; we will talk about the last issue what to do if your keywords are loosing money!
Next is the landing page selected, a major error is always selecting your home page as the landing page. The user does not always want to see your home page another page on your website is likely to produce a higher conversion rate. A good example is tennis shoes if you send all users to your home page which is in fact about everything that is about tennis equipment you will likely have a lower conversion rate than if you sent that same user to your page on tennis shoes. It is also a good idea to try split-testing in order to know exactly which landing page is best.
This is the step that you will want to implement a great ad tracker tool to start collecting as much data as you can that will mean life or death to your PPC campaign.
When writing an ad it is important to have in mind if you are writing the ad to get a higher number of clicks or a higher conversion rate. If clicks are your goal you will use everything possible to attract the searcher to click on your ad which will include discounts, bolding text and describing everything that they would want to hear. This will result in a large number of clicks which will rank you higher for a cheaper price (because of how PPC advertising works). However, the conversion percentage will be much lower because people who are not interested in your advertisements will be clicking on them anyway.
The other option is to focus on conversion; this includes writing the price of your product in your product description so you know that they are potential buyers. Using words such as buy, get and purchase in your ads. This will result in a lower number of clicks and a higher cost per click however the clicks that you will receive will have a higher conversion rate.
In our next series we will talk about the importance of using an ad tracking tool to optimize all campaigns and get the best bang for your buck. This is potentially the most important series to making money with PPC advertising.