Pay-Per-Click Advertising is Still Advertising

November 12th, 2014 by Spencer Daniels

BLOG-ppcstilladvertisingPay-per-click (PPC) Advertising generates massive amounts of trackable data that can be analyzed to find areas of weakness, strength, loss and growth opportunities for online marketing campaigns. Being able to translate this data into strategic PPC management decisions that improve account performance is what fuels search engine marketing. The diversity of this data is one of the major luxuries of advertising in a digital world. It allows you to prove the value of your PPC with concrete numbers, but it can also cause you to lose focus on the big picture; pay-per-click advertising is still advertising.

Pay-per-click Advertising, like the majority of advertising avenues, cannot always be quantified to determine its effectiveness. It can appear that the reach of a PPC accounts is tracked, but the data doesn’t always portray true value. In one of my past blog posts I evaluated the validity of view-through conversions and the impact an un-clicked image ad has on end sales. It was interesting to find that although the image ad wasn’t clicked, it did positively influence end sales, meaning that the ads contribute to more than just the number of clicks it receives. Ads have an emotional impact on our customers, and that’s incredibly hard to quantify. TV commercials have been trying to find a trackable solution to this problem since the first commercial aired in 1941.

Cross-device tracking is another area that doesn’t accurately represent what PPC brings to the table. I myself have seven different devices in which I can access the internet. I also have an unknown number of different email addresses and logins I use (I think there’s still a MySpace page floating around from my awkward teen years.) It would be really hard to determine my path to purchase based on all the different routes I can take to get there. I know that there’s a large effort to help improve cross-device reporting, but for now, it doesn’t come close to representing what’s actually occurring.

Why is it that TV commercials, radio advertising and highway billboards are not dissected by hard-nosed reporting? Why are there not reports determining the cost effectiveness of these ads and the exact number of sales each platform is responsible for? It is universally understood that these forms of advertising provide additional value beyond the few customers who might mention the ad for a discount. PPC is viewed exactly the opposite. The worth of an account is often weighted too heavily on the numbers that a PPC campaign reports. It’s often denied the opulence of acknowledgement for the additional persuasion it delivers. We need to understand that PPC is more than the by-the-numbers stigma it is often granted. It’s a form of advertising, which by definition, is to “draw attention to (a product, service, or event).” PPC advertising is not a cold, unemotional math equation that always has a right or wrong answer; it’s still just advertising.


Callout Extensions: A Great Way to Enhance Your Ads

October 20th, 2014 by Charlotte Catsadimas

BLOG-calloutsLast month Google announced callout extensions, a new type of ad extension in AdWords. The callout ad extension allows advertisers to include additional text that provides details about their website, before potential customers even click an ad. Businesses can draw attention to specific products and services they offer, such as free shipping, price matching or anything else that might make them stand out from competitors. Callouts appear below text ads and can also be shown with other ad extensions.

Google requires a minimum of two callout extensions per account, campaign or ad group. However, they do suggest creating four callouts per level to ensure as many callouts as possible are available to show with the ad.

With a little PPC management, callout extensions are updated very easily. For example, you can keep your special offers and sales current without having to create or edit text ads. And unlike text ads, if you edit callouts, you won’t reset any of the performance statistics!

Comprehensive reports allow you to see the number of clicks on your ad when the callouts appeared at the campaign, ad group or ad levels. They can also be scheduled, allowing you to select the day or time callouts show. The reporting and scheduling features are available from the Ad extensions tab.

There are some best practices to keep in mind. Google has discovered that ads using sentence capitalization perform better than those with title capitalization. For example: “Free shipping” vs. “Free Shipping”. In addition, callouts may have a maximum of 25 characters, but Google recommends keeping text short, using a maximum of 12-15 characters. Callouts should be like a bullet point, using specific details to help customers decide whether or not your website is the one they are looking for.

Callouts started rolling out September 3rd, and should now be available to all AdWords accounts. Take advantage of this valuable, additional ad real estate.


JumpFly Releases Proprietary PPC Management Software

September 29th, 2014 by Brad Garlin

PPC Management SoftwareJumpFly unveiled revolutionary proprietary PPC management software, available exclusively to JumpFly clients. This world-class resource provides an additional level of account review and analysis that competitors cannot provide. After years of development, JumpFly’s powerful PPC alerting software now tracks all client accounts, providing another layer of valuable monitoring and critical performance based analysis.

JumpFly determined that the best possible way to manage accounts is through a combination of human and software powered analysis. As many unfortunate advertisers have learned, relying on a set of automated rules to manage a PPC account can have disastrous results. However, properly developed software is an incredible tool to help account managers identify potential warnings, trends and opportunities. Below are some examples of what JumpFly’s tools include:

  • Results Based Opportunity/Warning Alerts
  • Account Offline Alerts
  • PLAs/Shopping Campaigns/Feed Offline Warnings
  • Account Level Budget Monitoring
  • URL Monitoring Identifies Any Offline Landing Pages
  • Call-Tracking Services

This one-of-a-kind software was developed in-house, over several years, by experienced PPC professionals in order to help all JumpFly clients realize the best results possible. Software alone cannot understand every unique variable relating to each specific client’s business, but when properly developed, acts as an invaluable tool to help identify potential opportunities or areas of potential concern. JumpFly’s software currently triggers alerts based on hundreds of pre-set rules, providing each JumpFly client another set of automated eyes that helps monitor results all day every day.

“There is currently no other software on the market that works anything like this,” commented Brad Garlin, JumpFly Managing Partner. “We’ve developed something truly unique that enables JumpFly clients to benefit from the power of advanced artificial intelligence, without the risk associated with relying on automated bidding solutions. This is a significant advancement in the way we manage accounts, and the winner is our clients.”