Top 10 Google Adwords Advice

I attended the Google Engage Master Class in the fall of last year. Here are the top 10 takeaways:

  1. Search Engine Marketing is NOT your traditional advertising medium-it lets  you target people who are in the process of ACTIVELY looking for your products and services
  2. Friend’s don’t let friends  use Adwords without Conversion Tracking and Analytics.  Your Adword’s manager should be able to prove a positive ROI on your ad spend with solid data–you can’t manage what you can’t measure
  3. Take advantage of knowing how the auction works! You can get better placements for a fraction of what your competitors are paying-the secret is good Quality Score.
  4. Tight content themes=successful ad groups.  All the keywords, the ads, and the landing pages should be extremely focused on one semantic theme.  As a general rule if you have more than 25 keywords in an ad group, consider splitting into more than one ad group.
  5. Do your keyword research.  When evaluating a keyword, you need to look at the FREQUENCY, RELEVANCE, and COMPETITION.
  6. Make your ads STAND OUT form everyone else’s–Set up and use ad extensions.
  7. Test, Test, Test. And then test some more.  You can stop testing when your CTR and Conversion Rate are both 100%.
  8. The time you spend mining negative keywords and exclusions will easily pay for itself in cost savings and account performance.
  9. Remarket for direct response.  Create a sense of urgency and gently push people through the sales cycle–but don’t be creepy
  10. Add hours  and days back on to your life –use the Offline Editor for speed, collaboration and bulk management.

 

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e-SelectPlus vs Orbital Gateway vs Internet Secure

Accepting credit card payments online can be a great way to automate the payment process and make it easier and convenient for customers to buy. However, a full financial analysis along with an analysis of payment gateway solutions needs to be undertaken to make the project a success and realize a proper return on investment.

Accepting credit card payment online is essentially a process with 4 types of stakeholders involved.

The first stakeholder is your company.  Your company will provide a method for requesting the information from the customer. This can take form of an online web form or a virtual terminal if the client calls in.

The second stakeholder is the gateway solution provider. This is a company like Authorize.net that provides the web application solution that takes the information inputted by the customer and hands it over securely to the processor.

The third stakeholder is the processor. A processor like Moneris or Chasepaymentech, takes the information from the payment gateway and interacts with the financial institutions. This stakeholder processes the credit card transaction by interacting with the credit card and banking network

The fourth Stakeholder are the financial institution involved, mainly Visa , Mastercard and your bank. Your financial institution provided you with a Merchant account. In the case of Moneris, and ChasePaymentech they service both roles as a processor and merchant account provider. It takes the credit card payment from the customer and settles it into your banking account after receiving authorization. Although the whole transaction takes place in a matter of seconds, the actual deposit into your account will take one to two days.

Online Payment Process

When making a decision on a gateway provider, we recommend that you pay particular attention to the customer service component. In other words resolution of online payments should be quick and effortless when you interact with your payment gateway solution provider.

It is possible to pick a payment gateway solution provider like Athorize.net and integrate with one of the large payment processors such as Chasepaymentech, First Data or Moneris.  However, we would recommend against this.  Separating the various stakeholders makes it difficult to resolving customer service issues.  You will find yourself in a situation where payment processor and payment gateway will try to off load responsibility on one another.  For this reason we recommend a “captive gateway” solution.  This is an integrated processor and gateway solution provider.  The three we recommend are e-Selectplus from Moneris, Chasepaymentech’s Orbital and Internet Secure.

After analyzing the three payment gateway providers, technically they are virtually the same although Orbital uses old XML platform, while e-Select Plus uses ASP and ASP.net platform.

There ought to be no customer service issues, both provide 24/7 support.

Financially, it appears Chasepaymentech is the better choice. However, their credit card transaction cost is $0.10 more than Moneris. The discount rate although negotiable should also be a big factor in the overall equation because these costs could quickly add up in a low value, high volume scenario.

Cost Comparison: Moneris e-SelectPlus Chasepaymentech Orbital Gateway and Internet Secure

Solution Costs
Feature Moneris e-Selectplus Paymentech Orbital Gateway Internet Secure
One time Set up Fee $150 $250 Admin $125 $0 – $199
Account Service Fee* $7.00 per month $9.95 per month None
Payment Gateway Solution fee $45 per month $30 per month $25-55
Support for USD payments Yes Yes Yes
Time for Bank Deposit 1-2 days 

24 hrs with BMO and Royal

1-2 days 

24 hrs with Scotia

Daily/Weekly/Bi-weekly 

Any bank in Canada

Support for Recurring Payments $5.00 per month Included Included
Support for Virtual Terminal 

Allows you to key payment information if someone calls in

yes yes Yes
Contract Termination 3 year contract required 

$300 early termination

3 year contract require 

$300 early termination

3 year contract 

$195 early termination

Customer Service 24/7 24/7 24/7
Merchant Costs
Web Chargebacks $10 plus $5 handling fee $25 $17.98
Discount Rate Visa 1.89% 

Mastecard 1.89%

 

1.5-3.4% based on average transaction value and yearly volume Visa/MC/Discover 2%+ 

Amex 3.55%+

Interac Online 1.89%

Transaction Fee $0.15 $0.25 $0.29
Minimum $20 $25 No monthly minimum fee

*Description from Moneris on the account Service Fee

The $7.00 Account Service Fee does include access to our online reporting tool Merchant Direct.

Merchant Direct provides 24/7 access to daily card transaction data (available by 7am the next morning and stored for 3 months) and monthly consolidated statements (available by the 3rd day of the next month and stored for up to 2 years).

Merchant Direct is searchable, so you can find transactions by transaction number, card number, date or amount. As it reports settled transactions, it makes it easier for you to investigate and resolve your own out-of-balance situations quickly and easily.

With comprehensive single and multiple location reports, the information can provide insights, and facilitate trend analysis and forecasting to assist in making good business decisions.

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Executing a successful PPC campaign

Step 1: Understanding the difference between Marketing and Sales

Many use the terms marketing and sales interchangeably.  However, there is vast difference between the two.  Clearly, some companies still don’t have a firm grip on this.   Especially when they spend a significant amount on a PPC campaign and it seems to fail.

Marketing and more specifically marketing strategy involves the very essence of your value proposition.  It is essentially the 5ps: People, Price, Promotion, Place (distribution) and Product (or Service).

An advertising tactic such as Adwords, Google’s PPC program, is nearly flawless as an advertising tactic.  It matches online demand (keyword search) with your company’s product supply.  But the real power of Adwords is that it allows you to track results through a comprehensive set of tools.  Yet, many advertisers are still disappointed when they don’t get the results that they were looking for.

Not getting results can be attributed to many factors.  But fundamentally, it is the advertisers fault for not realizing what Google is actually providing.  Google simply provides a sales lead.  It does not provide an actual sale.  Sales may be a consequence of the PPC campaign effort but not necessarily.

To generate a sale, you need two things: a superior marketing strategy and a strong sales process.  The person who just landed on your website is just a qualified prospect.  They still need to go through the full sales cycle before they become a customer.

Stay tuned for Step 2……

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Internet Marketing Conversion Rates

An Internet Marketing study that  wrapped up this month last year  revealed excellent measurement goals for Internet Marketing campaign management.  The study was based on 26 e-commerce sites, that generated 20.8 million visits and 108 million page views over a twelve month period.

Conversion is the goal of any marketing effort.  Here are the conversion rates you should be benchmarking your Internet Marketing campaigns against:

1. Paid Search – 2.03%

2. Organic Search – 1.26%

3. Direct Url Entry – 7.38%

4. Email or Another Site link – 6.58%

Overall the average conversion rate was 3.6%.  If you are hitting these numbers or doing better, your Internet marketing campaigns are performing well.

Posted in e-Commerce, E-mail Marketing, PPC Marketing-Paid Search Marketing, SEO Marketing-Search Engine Optimization | Leave a comment

10 Golden Rules for Building a Successful Web App

Web applications need to be built from ground up with search and social media in mind.

The 10 Golden Principles of Successful Web Apps from Carsonified on Vimeo.

The ten rules are:

  1. Speed
  2. Instant Utility
  3. Software is Media
  4. Less is More
  5. Make it Programmable
  6. Make it Personal
  7. RESTful
  8. Discoverabilty
  9. Clean
  10. Playful
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10 Tips for Landing Page Copy That Converts

  1. Match your headline and ad
  2. Make your Call To Action Clear – Your visitor is not a mind reader, keep the call to action button or sign up form above the fold
  3. Write in Second Person – You or Your not I or we
  4. Be Persuasive (not clever) – Inform, Persuade and Motivate
  5. Be Crystal Clear – What do you want them to know what do you want them to do
  6. Keep important stuff firs and in bullets – It is harder to read on a screen.  People read half the speed.  Make your points in first and last sentence or first and last bullet
  7. Use Bookends
  8. Keep it short and vary the length – The first paragraph should be 1-2 lines.  No paragraph should be more than 4-5 lines long
  9. Write to the screen environment – Keep testimonials and call to action above the fold, test on several browsers
  10. Don’t ask for what you don’t need – don’t make forms to long or all field mandatory

Source: Ion Interactive Webinar

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Global Search Marketing Report

Search Marketing is still in its infancy both from a technological and market perspective.   Currently search marketing comprises roughly only about 7% of the overall global advertising spend.   In 2009 this translated to $26 Billion US in search advertising.   It is expected that by 2015 the search market will grow to $55 Billion or 11% of the global advertising market.

The spectacular growth in search marketing can be attributed to the fact that return on investment (ROI) can be precisely measured.

The search marketing, PPC or Paid Placement leader is Google.   Since its start just 12 years ago, Google has gone on to dominate this market.  Today it owns the search market space.  Its global market share is 74%.  Its US market share is 83%.

Global PPC Search Spend by Country

Global PPC Spend by Country

The US is still by far the largest search market in the world, comprising of 42.4% of worldwide search spend.  With the UK far behind in second place at 11.6% and Japan in third place at a distant 8.6%.

Source: Credit Suisse Google Report

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Great Internet Retail Research by Wharton

Wharton has written two papers on the effect of geography on Internet retail sales.

The first paper concludes that off line word of mouth is more effective than online word of mouth.  This should clue marketers in how to more effectively manage referrals.

The second paper concludes that long tail strategy is valid and the paper supports a niche oriented sales strategy.

You can read the full article and get both papers here: http://knowledge.wharton.upenn.edu/article.cfm?articleid=2455

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The Top Social Media Sites

According to a survey by Websitemazine.com the top 5 social media sites are:

  1. Facebook
  2. Twitter
  3. Linkedin
  4. Youtube
  5. StumbleUpon

    Top Social Media Site

    WebsiteMagazine Social Media survery 2010

Website Magazine also learned from the suvery:

  • 81.7% of those surveyed said they will commit more time to social media
  • 43.2% of websites are B2B and 56.8 are B2C
  • 58.6% see a positive ROI in social media
  • 66.3% say that they get more website traffic as result of their social media efforts
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10 Advanced PPC Bidding Strategies

Get the free white paper:  10 dvanced PPC Bidding Strategies, Maximizing the Success of Your Paid Search Campaigns

from Search Marketing Now.

According the white paper the 10 advanced PPC bidding strategies for this economy are:

  1. Cut Back on Long-Tail Keywords
  2. Focus Keywords on Value and Savings
  3. Maximize AdWords Performance
  4. Keep Bidding on Your Brand and Trademark Terms
  5. Bid on Your Competitors’ Brand Terms
  6. Manage Bids by Ad Group
  7. Bid by Lifetime Customer Value
  8. Bid by Margin, Not Revenue
  9. Bid by Ad Clusters
  10. Use Low Bids to Maximize Affiliate Revenue
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