Once you’re tracking conversions, you’ll need to wait 3-6 months to collect data on which ads and keywords are doing the converting. Conversion tracking is surprisingly easy to set up and can lead to huge payoffs almost overnight. Hopefully, since you’re here on PPC Hero, this is old news to you, but if not, it’s time to start tracking everything. If you’ve been following along with my analogy, then you might be thinking, “But the second fisherman just knew where the fish were going to be! I don’t know which keywords bring my customers in!”Īnalytics is one of the most underappreciated aspects of online marketing, but it has the potential to revolutionize your business. Meanwhile, the few keywords that are converting are getting so little of the impression share that most of their potential traffic slips by without so much as a click.ĭoes that sound like “quality” impression share to you?įortunately, there is a better way-the way of the second fisherman. The rest of the catch is worthless, but still eats up 76% of the PPC budget. Unfortunately, this all-too-common strategy is horribly inefficient.Īfter auditing over 2,000 AdWords accounts at Disruptive Advertising, we’ve found that the average company gets all of its conversions from only 6% of its keywords. Since they don’t know where to find the conversions, they try “casting a wide net” by spreading their money out over thousands of keywords with low bids. Okay, so the fishermen never existed, but I’ve had dozens of clients experience basically the same thing.Every company wants to catch as many conversions and sales as possible, but they only have so much budget to do it with. With very little else to sort out, he went off to sell his catch while the first man was left trying to explain the dead porpoises to the coast guard! The three nets of the second man, however, were full of as many salmon as he could carry. Sure, he caught a few of the bigger, dumber salmon, but most of his catch was sharks, turtles, puffins, albatrosses, porpoises, and everything else in the water. When both men hauled in their catch, the first found that most of the salmon had either avoided or swum through the holes in his small nets. The first fisherman decided he would get the most bang for his buck by making many small, loosely woven nets and placing them all over the bay.The other fisherman knew the route that the salmon would take and used his rope to weave only three large, tight nets, placed in strategic bottleneck locations. When the salmon run began they each wanted to catch as many fish as possible to sell in the local market, so they purchased rope to make nets. Once, there were two fishermen who lived near a large Alaskan bay. Campaigns, ads, and keywords with quality impression share have lots of the impressions that matter.Īt first glance, optimizing impression share can feel pretty abstract, so let me start my explanation with a simple story. When it comes to marketing metrics like ad impression share, more is better, right? So…are quality and quantity the same thing? So I might follow up with, “Great! Can you tell me what a ‘high quality’ ad impression share is?” But then, I’m the CEO of a PPC marketing agency-a field that is intimately tied to quantity.
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