PPC Keywords As Salespeople

December 22nd, 2008 by Jack ODonnell

I like to think of my pay-per-click (PPC) advertising keywords as my sales team. Each keyword, whether it be a broad match variation, a phrase match variation or an exact match variation is a unique sales entity. Each keyword, whether it be a singular or plural, puts a different spin on the sales pitch inherent within the words themselves. Each keyword, whether it be a tightly focused model number, a brand name, or a generic catch-all kind of word, PPC Keyword Sales Teamputs forth its own individual call to action.

So, what do you do with a member of your sales team who is performing under expectations? Well, for starters, you can “reduce his pay” by lowering his bid. Note: I’m using “he” just for simplicity sake. If a member of your sales team is underperforming, certainly you don’t want to keep paying him at his normal rate. Bring his pay down to a level that is acceptable to the performance he is delivering. Bring a keyword down in position if it’s not delivering in a high position.

What if you have already “reduced the pay” of an underperfomer? Then what? Well, ultimately you are going to have to fire him. There is no sense in keeping a sales person around if he has proven time and time again that he cannot deliver the results that are expected of him. So, fire him. Shut him down. Pause that stinker. Sometimes it’s hard to let go, but in the long run you’ll be glad you did.

Now, on a happier note, what do you do with a member of your sales team who is kicking butt? What do you do with the guy who’s outperforming expectations? Well, one obvious thing to do is give him a raise. Push that keyword position a bit higher if you have room to grow the position. This doesn’t always translate into more sales, but you should certainly give the keyword the opportunity to shine if it’s proven in the past that it can deliver results.

What if he is already at the top of the pay scale? Then what? Then you might need to start looking beyond raising his pay. Now you need to start looking to him for “referrals.” Does he have any trustworthy friends who need a job? Does that keyword have a few variations that you haven’t considered? Dig deeper into the keyword and see if you can find a few of its “friends” to come join your team. You might be surprised at what you find.

Happy Holidays to all.

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JumpFly PPC Account Executive

PPC Management – Are You Looking at the Big Picture?

October 21st, 2008 by Kristie McDonald

Sometimes we get some distressed calls here at JumpFly.  My traffic is down! My Sales are down! What is going on with my pay-per-click (PPC) advertising campaign??!!  You can imagine the panic – you may have even felt it before.  However, in order to put your best foot forward in updating your PPC advertising campaigns, you need to look at the big picture in your marketplace.Understanding Marketplace Seasonality

PPC Management –  Understanding Seasonality

First, take a look at your seasonality.  Not all markets have the same seasonality.  Some don’t have much seasonality at all. The timing and the length of your high season could be related to what you sell (i.e., bathing suits or snowboards) and where you sell it (air conditioning repair in Michigan).

Over the summer I received a call from a client who was upset because overall conversions were down.  They have a hotel in Mexico.  Is it really a surprise that they don’t book as many rooms in July as they do in January??  I live in Chicago and I can tell you that I’m thinking about a balmy vacation more in the dead of winter than I am during the 3 short months of warm weather we have here. 

You have to understand the seasonality of your marketplace.  When are your customers most likely to order your product or require your service?

Does this mean you just give up and go with the flow? No! Of course not, but you need to be much more creative in your ads and your offers when it is your down season.

You may also find, depending on what you sell, that you just need to adjust your focus.  This is why heating contractors also repair air conditioners – more year round business.  And why landscapers also offer snow plowing.  Instead of lying down and giving up or fighting what you can’t control, roll with it and figure out how to keep going.  When your typical customer is NOT looking for your product or service – what would they be looking for instead?  Be creative and expand your market to even out your revenue.

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Google AdWords Bidding Approach | Internet Marketing Strategy

October 14th, 2008 by Kristie McDonald

Start with the Right Bidding Strategy 

When managing your Google Adwords campaigns, a good PPC Manager will match the bidding strategy to the client’s goals and budget.  Google Adwords Bidding Strategy

What is the best bidding strategy for you?

Many times, if your budget can withstand the initial cost, an assertive initial bidding strategy can pay off in the end. 

As you have seen in many of our posts, we rarely recommend that a client bid for positions 1 or 2.  There is a high premium on these positions and the traffic quality is usually worse that the remaining positions on the page.  However, without a doubt, the CTR (Click Through Rate) is the highest in these positions – which is good for your Google AdWords Quality Score.

Google takes into consideration many things in determining your Quality Score.  Things have changed in the last few weeks with the Quality Score, but one thing remains the same – Google still uses the Quality Score to determine your position and your cost.  With that in mind, a higher CTR improves your Quality Score and therefore improves the performance while decreasing the cost of your campaign. 

With an assertive bidding strategy out of the gate, aiming for positions 1-2, you will increase your CTR.  Once you have established a strong CTR, you can bring the bids down, landing you in a higher position at a lower cost than if you had come in softly.

This strategy isn’t for everyone and needs to be carefully monitored.  At position 1-2, the cost per conversion will be higher for the period of time you are bidding assertively.  But, if you can think of it as an investment in the campaign, it will likely pay off in the long run.

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