To date, one of my biggest rewards as a Digital Grease Monkey at Dealer Product Services has been gaining an understanding of Pay-Per-Click (PPC) advertising. If you’re like me and enjoy dealing with numbers and statistics, you will love learning this digital marketing practice. Follow these 10 tips for learning PPC, even if you’re not too thrilled about working with numerical facts and figures. Continue reading 10 Tips for Learning PPC
Tag: Pay Per Click
Ahh…finally…Bing is listening to its users and moving to restore their interface as announced last week. As we learned earlier this year at Bing Ads Connect, this is in result of Bing starting to collaborate and listen to Agencies.
This update will feature:
- Auto-tagging campaigns to more accurately pull data into Google Analytics
- Streamlined Billing Process with online insertion orders
- A new performance indicator tool (Top Mover feature) that will let users quickly analyze ad performance
- Improved interface with simplified navigation helping improve work flow
This new update will start rolling out this week for some users. Here is a quick look at the before and after screenshots of the new Bing Ads design:
One word that comes up a lot in the world of SEM is optimization. Heck, “optimization” is the “O” in SEO. From a PPC Analyst standpoint, I strive to achieve optimal results for my clients paid search accounts. While I love to see my clients ads at the top of paid search results, sometimes achieving an average position of one isn’t all it’s cracked up to be. Sure, different campaigns have different objectives and there is variance from industry to industry. Truth be told, an average position of one is not always the most cost-effective position and there are other things to consider.
Search metrics often affect each other to form an ecosystem. For example, ad position has an effect on click-through rate (CTR). If an ad is position six, it’s generally going to have a lower CTR than an ad in positions one through five, regardless of how compelling and relevant the ad. Most people won’t even read six ads before clicking. Some people might click on the top ad assuming it’s the relevant ad without more than a glance.
We all know it. The landscape of how we market to our car buyers has changed, and is still changing. With consumers increasingly in control, the traditional sales funnel is becoming less and less relevant. Our consumers have the ability to start their purchasing journey at any point along the traditional sales path. Dealers must adapt in this ever-evolving space in order to compete in an already highly-competitive automotive world.
Search ads have always been a proven method of marketing to prospective consumers. What hasn’t always been so clear cut is attributing offline sales to them. Google Think recently posted an article answering what we, as automotive search marketers, have always questioned: Can search ads impact offline sales? The answer they came up with from this study is YES. (Proof That Online Search Ads Can Boost Offline Store Sales” Nov.2013, Kirthi Kalyanam Ph.D.)
Continue reading The Full Value of Search in an Automotive World
It’s a jungle out there and the key to survival is making sure you are swinging high in the branches of search results. Guaranteeing that your dealership is being competitive in the automotive jungle is crucial to PPC campaign success. Fortunately, Google has a tool for this called the Auction Insights Report.
This post is going to give a step-by-step guide to understanding these reports and how any Grease Monkey out there can pull them.
This wonderful tool provides the ability to take a deep dive analysis of how you are comparing to your direct competitors in market for the same auctions you are in. With this report, dealerships can see how often their ads rank and how their share of total possible impressions compares with their competitors. We utilize these reports to make informed business decisions on bids, budgets and keyword choices to show where we are winning and even losing at the campaign, ad group and keyword level. These reports will give any dealership or client the opportunity to get ahead of the pack.