Doing Your Own PPC Management Will Lose You Money in the Long Run

April 8th, 2015 by Linda Puchyr

7-Reasons-For-PPC-ManagementResearch shows that 93% of online experiences start with a search engine query. With a figure like that, it should be no surprise that 85% of retailers in one survey said that search marketing (pay-per-click advertising and search engine optimization) is the best way to get new customers. PPC alone can get a 300% or higher return on the initial investment.

But once you’ve decided to implement a PPC campaign, you’re probably going to be asking another question: Should I try to manage my PPC efforts on my own, or hire a professional PPC management company? Here are seven reasons we think that the latter is a much smarter financial decision in the long run:

1. Keyword Research Is Complicated
Keyword research for PPC may sound simple — just find out what people are searching for and then bid on those terms — but it’s actually quite a bit more involved than that. For your campaign to work, you need to choose relevant keywords, find out what your competitors are ranking on, and not overspend on low-performing keywords.

2. Ad Copy Needs to Convert
Writing ad copy is a specialized skill best left to professional PPC management experts; if searchers see your ad but it’s not compelling enough for them to actually click on it and then become a customer, then your money is being wasted.

3. Landing Pages Must Be Relevant
One of the biggest mistakes people who don’t consult with professional PPC management agencies make is not optimizing the connections between PPC ads and landing pages. This is hugely important when it comes to conversions.

4. Tracking Is Key for High ROI
In order to get the maximum return on a PPC campaign, you can’t just set it up and leave it alone. PPC campaigns need constant assessment to see which keywords are paying off and which aren’t, and an established PPC management agency has the expertise to do that far more accurately and efficiently than you can.

5. You Have to Know the Lingo
You know that PPC stands for pay per click. What about CPC, CPM or CPA? What’s the difference between views, impressions and hits? While you can do a quick Google search to find out what these terms mean on a surface level, truly understanding them and how they add up to a successful PPC strategy takes up significant amounts of time that are better spent focusing on your business’ core competencies.

6. Ad Networks Differ
You’re probably most familiar with paid search as it relates to Google, but Google AdWords isn’t the only platform that can get attention for your audience. Professionals can help you identify on which ad networks your money will be best spent.

7. PPC Is an Evolving Industry
Just like any other marketing segment, PPC is constantly evolving. Staying on top of trends is vital to making the most of your campaigns, and it’s a better long-term investment to have someone who is already spending time paying attention to every shift handling your PPC advertising.

Google SiteLinks Are All Grown Up

April 2nd, 2012 by Linda Puchyr
Since the introduction of SiteLinks, Google has been collecting lot of data, as well as experimenting with a plethora of expansion opportunities. The conclusion to their never-ending testing and tweaking has been called “one of the strongest performing experiments” at Google.  Enhanced, augmented, amplified, or upgraded – any way you put it, the Google SiteLinks Extensions have grown up and out, literally. SiteLinks blossomed from a few lines of directed links to full-fledged custom ads created by advertisers.
On February 14th, as Google took the cover off the Enhanced SiteLinks experiment, and worldwide advertisers should be excited to see the new amazing opportunities available to them.  Advertisers can now show their original ad, as well as four additional ads pulled from active ads closely related to the SiteLinks in their campaign.  This new feature effectively triples the real estate for the advertisement!  See the Google example here.
Wouldn’t it be nice if these Enhanced SiteLinks were simple to implement? Unfortunately, they are not.
As with many of the new (and somewhat confusing) intensified features Google AdWords rolls out, Enhanced SiteLinks can be complicated to master.  The account managers at JumpFly have found that best practice is to create ad copy as closely related to your SiteLink’s titles as possible.  If your account then meets the proper critera, your SiteLinks may show as Enhanced SiteLinks.  If your account is given the opportunity to to display these new, powerfully dynamic ads, the rewards could be truly amazing.

Google SiteLinksSince the introduction of SiteLinks, Google has been collecting a lot of data, as well as experimenting with a plethora of expansion opportunities. The conclusion to their never-ending testing and tweaking has been called “one of the strongest performing experiments” at Google.  Enhanced, augmented, amplified, or upgraded – any way you put it, the Google SiteLinks Extensions have grown up and out, literally. SiteLinks blossomed from a few lines of directed links to full-fledged custom ads created by advertisers.

On February 14th, as Google took the cover off the Enhanced SiteLinks experiment, and worldwide advertisers should be excited to see the new amazing opportunities available to them.  Advertisers can now show their original ad, as well as four additional ads pulled from active ads closely related to the SiteLinks in their campaign.  This new feature effectively triples the real estate for the advertisement!

See an example of Google SiteLinks here.

Wouldn’t it be nice if these Enhanced SiteLinks were simple to implement? Unfortunately, they are not.

As with many of the new (and somewhat confusing) intensified features Google AdWords rolls out, Enhanced SiteLinks can be complicated to master.  The account managers at JumpFly have found that best practice is to create ad copy as closely related to your SiteLink’s titles as possible.  If your account then meets the proper criteria, your SiteLinks may show as Enhanced SiteLinks.  If your account is given the opportunity to to display these new, powerfully dynamic ads, the rewards could be truly amazing.

Black Friday & Cyber Monday PPC Management Strategies

November 19th, 2009 by Linda Puchyr

Get Your Google AdWords, Yahoo Search Marketing & Bing Accounts ready for Black Friday & Cyber

Black Friday & Cyber Monday are Coming

Black Friday & Cyber Monday are Coming

Monday now. You have likely heard the terms Black Friday and Cyber Monday, but do you know how to use pay-per-click (PPC) advertising to take full advantage of these events? 

Black Friday:  One thing is certain; mobs of people will wake up at the crack of dawn, trek down to the store of their choice, push through the crowds and fight for the deal of the century.  Are you prepared for that? Do you take part in that? Or do you simply stay home, watch the games and leave the chaos to others? However you choose to spend your day, you cannot ignore the fact that sales generated on Black Friday and Cyber Monday equal 25% of annual sales activity!

Is your business ready? Are your PPC advertising campaigns ready?

Cyber Monday, the kid brother of the Black Friday sales tradition, is only 4 years old and was brought to life by the National Retail Federation, in conjunction with www.shop.org.  E-commerce retailers noticed a spike in volume after the busy Thanksgiving holiday.  Is this simply a marketing tactic? Is it an illusion of massive online sales? Yes AND Yes – It is marketing and it is indeed somewhat of an illusion. Though these 2 days do typically account for 25% of annual sales, the busiest online shopping day is actually typically 2 weeks AFTER Cyber Monday.  So brace yourself and your business for increased sales not only on Black Friday and Cyber Monday, but also for the weeks following as well. Also prepare for a new term to be invented for the day that does actually prove to generate the most annual online sales. While last year’s Black Friday and Cyber Monday sales results were a disappointment, economists have great hopes for a recovery this holiday season.

You need to be prepared to make some changes to keep yourself in front of your shoppers.  A professional PPC Management Company can help ensure that you maximize the results of your PPC Campaigns this holiday season. Below are a few details to follow to ensure that your PPC Campaigns are ready to capitalize on e-commerce opportunities for next week’s arrival of Black Friday & Cyber Monday.

1. Be sure your ad copy clearly states your Unique Selling Proposition (USP)    

     -Free Shipping
     -In Stock
     -50% off retail prices
     -Hard to find items
     -Gift Wrapped for you
     -The list goes on and on…

2. Reassure the searcher that you can get them the item in time for the holiday.
3. Clearly state your order deadline for promised delivery.
4. Increase your budgets to be sure you are not offline.
5. Check your ad delivery schedule.

Google AdWords, Yahoo Search Marketing and Bing represent an amazing opportunity to reach your potential customers.  Make sure your PPC advertising campaigns are ready for BOTH Black Friday and Cyber Monday!