3 Steps to a Successful Strategic PPC Campaign

Pay per Click can be a very powerful form of advertising. Google and Microsoft often brag about its amazing reach and how cost-effective it is. However, like everything else in business, if your PPC advertising efforts are aimless, then the profitability will most likely not be there. In order to not waste your time and money, here are 3 Steps (Strategy, Implement, and Optimize) to consider prior to running a Pay per Click Campaign.

1) Strategy

First ask the all important question: Why? What is your purpose of advertising online? This begins the strategy building process, which all starts with an overall objective – Increase brand awareness, generate leads, drive more sales, etc. This defined objective gives your PPC Campaign a focus. Next, decide how much you are willing to spend. Your budget is best set either monthly or daily. The final stage of the strategic process is setting specific and measurable Goals – i.e. to increase sales 3% month over month.

2) Implement

Now that you have an objective, budget, and at least one goal, the next step is setting up the Campaign. Before heading to Google AdWords or Microsoft adCenter, you will want to do some research. A few questions to consider are – Who is your target audience (broad or niche), what are they searching (keywords), and where are they online (websites, Social Media, etc.)? With all of this newly found information, it is time to head to the most appropriate advertising platform(s) (AdWords, adCenter, Facebook, etc.) and set-up your PPC Account. Remember to include multiple ad copy variations, keyword match types, and landing pages for testing purposes, because it is never too early to begin testing to see what will be the most effective and efficient.

3) Optimize

Finally, your PPC is up and running. The last step is to monitor its performance and make adjustments accordingly. Re-visit your goal(s) and determine all your Key Performance Indicators (KPI’s), not just the final goal metric. For example, if your goal is to increase sales 3% month over month, your KPI’s would include:

• Impressions – Number of times the ad was shown
• Clicks – How often your ad was engaged with
• Conversions – Sales, Lead Generation, Phone Calls, etc.
• Cost – Cost/Click and Cost/Conversion
• ROI – Measure and show Profitability

Between checking the important KPI’s and continuously testing different elements (Ad Copy, Landing Pages, Keywords, etc.) of your PPC Campaign, you will be able to make the modifications needed to ensure that you reach your goals and objectives.



To summarize, Pay per Click can do wonders for your business, but you have to put work into it, rather than just running it aimlessly. Start with putting together a strategy. Use that strategy to guide you through the set-up and targeting process. Finally, stay focused on your business’s goals as you monitor, test, and optimize your PPC Campaigns. This simple, yet time-consuming and work-intensive 3-step process will help you build and manage an effective and efficient PPC Campaign.

PPC Advertising Battle: AdWords Vs adCenter

Everyone knows that Google is king of search. But when it comes to Paid Search Advertising (PPC), is going with the Google always the best option? Although Bing and Yahoo combined do not compare to Google's daily search volume, their paid advertising via Microsoft adCenter might be a cheaper alternative that could generate a higher ROI for you.

Round 1 of the PPC Advertising Battle: Stats & Metrics 

From my experience, there seems to be less competition and therefore cheaper prices (CPC) on adCenter. Below is a snapshot look into a client's account on adCenter.

As you can see, they had an almost 2% CTR, an Average Position within the top 2-3 spots, a CPC below $1.00, and a CPA under $20.00. Now let's compare those performance metrics to the same time period on Google AdWords.

 Stats are taken for the same Date Range from Google AdWords and Microsoft adCenter.

As expected, Google AdWords brought in more traffic, and therefore more conversions (7 more to be exact). However, each Click cost $0.71 ($0.07 more) and each Conversion cost $26.26 (almost $10 more.)

Round 2 of the PPC Advertising Battle: ROI

If, for example, we assume the value of each conversion is $50 each, which PPC Account has a better ROI? Microsoft adCenter is showing a Cost of $583.10 (CPA $16.66 x 35 Conversions) with a returning Value of $1750 (35 Conversions x $50 value per Conversion). That results in an ROI of $1166.90 ($1750 Value - $583.10 Cost).

Keeping the same assumption of a $50 value per Conversion, Google AdWords earned a returning value of $2100 (42 Conversions x $50 Value), but had a cost of $1102.92 (Cost/Conv. $26.26 x 42 Conversions). With that said, the ROI for Google AdWords was $997.08 ($2100 Value - $1102.92 Cost.)

In this particular case, although Google AdWords earned a 90.4% ROI ($997.08), it was trumped by Microsoft adCenter, which earned an incredible 199.9% ROI ($1166.90).

Google AdWords Vs Microsoft Adverting Battle Re-cap

Microsoft adCenter did well in Round 1 with maintaining a good CTR (almost 2%) and generating 35 Conversions. However, Google was able to out muscle Microsoft, with more than double the CTR (above 4%) as well as an additional 7 Conversions (42 in total.)

In Round 2, Microsoft adCenter came out swinging with it lower CPC and CPA (or Cost/Conversion). After multiplying the incremental costs out, it turned out to be too much for Google. Microsoft adCenter was able to pull out the victory with a very impressive ROI of over $1,000.

If you run similar or identical campaigns on both Google AdWords & Microsoft adCenter, let us know which is performing better. Does your paid search advertising battle end the same way this one did with Microsoft earning the higher ROI?

The Value of PPC: Where is ROI?

All too often PPC reports focus on performance metrics such as:

- Impressions
- Clicks
- Click through Rate (CTR)

Although these metrics are important, where is the value in them? If anything a report showing these items is only showing cost (CPC or CPM) but fails to show any type of value added. This isnt just a PPC problem, but a marketing problem. It is important to not just report on Cost, but to show Value too.

This is why Conversion tracking through analytics is crucial for PPC Campaigns. Once the tracking codes are are in place and working properly, assign a value to each Conversion. Now you can see not only the Cost (CPC or CPM) but also the Value coming from your PPC Campaigns, Ad Groups, Ad Copy, and Keywords. This will greatly help you optimize your Campaigns and reveal where to allocate your budget to increase and maximize your ROI.

If you have any comments or questions about setting up Conversion Tracking through Google AdWords, Microsoft adCenter, or an analytics platform, let us know in the comments below.

PPC Experts? - Prove It!

Recently I read an article talking about how there are many "PPC Experts" due to the low barrier of entry. With that said, if you or your company is looking for online adverting assistance, it is crucial to find an agency/person with the right certifications and a proven track record.

The must have as far as certifications are Google AdWords and Microsoft adCenter. Google requires an individual to pass 2 different tests to be certified. A general PPC test and a more specific test focused on the Display Advertising, Search Network, or PPC Reporting. Once the individual certification is earned, it must be maintained by retaking at least 1 of the more specific tests annually and the general test bi-annually. Microsoft adCenter, on the other hand, only requires you to pass 1 general PPC test annually to earn and maintain certification.

In addition to being certified, ask to see what the "PPC Experts" have accomplished for other clients, preferably within your industry. Case studies, white papers, and/or a portfolio of their work and accomplishments should be available and easily accessible. I would think that a "PPC Expert" would want you, as potential future client, to know and see their previous success stories.

I hope that this will help you avoid, as the first mentioned article describes, PPC scams. If you have any questions or comments about PPC, AdWords, adCenter, or online advertising in general, please leave a comment or contact us.

Managing PPC on Microsoft adCenter

Just last week Microsoft updated their adCenter Desktop program, making it easier to manage and update PPC Campaigns running on the Bing and Yahoo Search Engines. A few of the changes included faster bulk bid estimates, easier import process of Google AdWords campaigns, default location targeting, and more. For the official announcement and further details about the updates check out the adCenter Community Blog. Now Microsoft adCenter just needs to make the Search Query Report accessible to agency log-ins, since it contains import data to managing keywords. Anyone have any other changes they would to see on adCenter Desktop program?

By the way, have you seen the new changes to the web UI of adCenter? PPC Hero wrote a great post detailing the major changing.

Alternative PPC Platforms

Check out DaBrian Marketing Group's latest YouTube video, where our Search Engine Marketing Consultant Justin Miller discusses the importance of pursuing alternative Pay-Per-Click platforms.

For more information on our Pay Per Click and Banner advertising services, please check out the SEM Services section of our website! Also, be sure to subscribe to both our blog and our YouTube channel to always get the latest news and tips for SEM, SEO, Internet Marketing, & more!

PPC Management - Microsoft adCenter Desktop

The Microsoft Desktop is an excellent tool to monitor, manage, and update all your PPC campaigns in adCenter. First, you have the three main screens – browser, manager, dashboard. The Browser pane keeps your Campaigns organized and lets you know what level (Ad Group, or Campaign) you are viewing. The Dashboard screen display customizable visuals, tables, and important metrics.

The final screen is the manager, which is the most useful for updating and maintaining your campaigns. Within the Manager screen use the Home, Manage, and Research tabs. The Home tab gives options to sync changes between the desktop and your account, as well as import and export files. To create new campaigns, ad groups, keywords, and ads use the Manage tab. Finally, the last tab is the research tab, which allows you to learn about the demographics, estimated monthly traffic and more keyword information.

Overall, this is a great tool to use to help monitor and manage your PPC Campaigns on adCenter. It is a one-stop shop for everything you need to do to maintain a well performing PPC campaign. I am sure that once you get comfortable with the navigation, Microsoft adCenter Desktop will help you save time managing your PPC efforts.

Testing Changes in PPC Advertising

As many of you have probably heard, both Google AdWords and Microsoft adCenter are testing multiple aspects of PPC advertising. Some items being tested include placement, layout, ad extensions, images within text ads, and more. Descriptions of each follow:

Placement

It has been reported that text ads have been spotted with the organic results on search pages.

Layout

The Headline can sometimes include the first line of description and the URL has jumped to just under the Headline.

New Ad Extensions

These let you have searchers request that you contact them via phone of email directly from your ad.

Images within Text Ads

Lastly of the ones that I am mentioning is the ability to show off products being advertised or the company logo within the contextual ad space.

To wrap up, keep an eye out for some, if not all, of these aspects being tested to be implemented into either Microsoft adCenter and/or Google AdWords. Also remember that no matter how frustrating these changes are to keep up with, both Google and Microsoft are trying to improve their services so that we as online markets can improve our CTR and Conversions.