tag:www.econsultancy.com,2008:/topics/ppc Latest PPC content from Econsultancy 2016-07-27T14:02:00+01:00 tag:www.econsultancy.com,2008:BlogPost/68102 2016-07-27T14:02:00+01:00 2016-07-27T14:02:00+01:00 Why there should be more plaudits for digital audits Chris Bishop <p>Those at the top of organisations don’t feel they have the strategic sweep to justify the time and effort required to commission them.</p> <p>Audits are viewed at times as a little “too tactical” or only done once every blue moon by agencies aiming to impress for your business, only to then collect dust on top of Econsultancy buyers guides print outs or even your old New Media Age magazines (<strong>Ed</strong>: We let this lie, but only to show we have a sense of humour).</p> <p>For the in-house Head of Ecommerce, requesting a digital audit might sound dangerously like a turkey voting for Christmas. </p> <h3>Are we selling audits wrongly?</h3> <p>Or is it the slightly cheesy marketing of website or marketing auditors themselves that is putting people off?</p> <p>All that tired ‘digital health check’ stuff might be the kind of foot in the door tactic that make brands feel suspicious of then giving access to their precious AdWords account, <a href="https://econsultancy.com/blog/67171-what-is-affiliate-marketing-why-do-you-need-it/">affiliate network</a> or analytics suite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7503/healthcheck.jpeg" alt="health check" width="275" height="183"></p> <h3>How important are digital audits anyway?</h3> <p>In reality, though, digital audits are absolutely vital. And third party objective auditing ensures that you’re not marking your own home work or ignoring long term problems.</p> <p>Proper auditing, UX testing and <a href="https://econsultancy.com/blog/67473-seven-conversion-rate-optimization-trends-to-take-advantage-of-in-2016/">CRO analysis</a> means you can elongate the lifetime and effectiveness of your website and digital media activity, in a way that can be done on any budget.</p> <p>Your digital real estate is often an expensive investment - you’ve got to maintain it properly to get results.</p> <h3>Regular servicing is vital</h3> <p>Think of that shiny new website you’ve just spent months developing as a new car you’ve just acquired.</p> <p>To start off with, it’s the envy of everyone who sees it. After-sales support is pretty good and you can see years of trouble free motoring ahead of you. Before you know it, though, your warranty is up and you’re on your own.</p> <p>As the car ages, small problems become big problems. It performs less effectively. You’re paying for petrol, but it’s becoming less and less economical to run. There are so many things going wrong with it you don’t know where to start. Eventually the car's value is so diminished you might as well scrap it and buy a new one.</p> <p>It’s the same with websites and digital marketing campaigns. They can’t be left to look after themselves – and even the mechanic themselves might need some fine tuning or training themselves.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7504/service-blog-flyer.jpg" alt="car service" width="380"></p> <h3>What a digital audit can do for you </h3> <p>Audits can show you how to balance your budget more effectively through action and prioritisation. They can identify common issues like plateaus in activity and drop offs in acquisition; all the elements that reduce profitability. </p> <h3>The Lessons of the Audit</h3> <p>Constantly learn, constantly improve, constantly trade! A timely and constructive audit will help you:</p> <ul> <li>Keep up to date with the latest channel trends - Google changes, new publishers in affiliate, new platform or techniques for social. </li> <li>Use competitor analysis to keep your enemies close! It’s crucial to analyse and understand market share/spend and its consequences for your brand. </li> <li>Help you (re)define your goals.</li> <li>Confirm your objectives or KPIs so you can measure success.</li> <li>Understand new opportunities.</li> <li>Benchmark improvements or conversely measure areas of decline.</li> <li>Ensure corporate compliance – its best practice to have someone external “rubber stamp” your activity.</li> <li>Encourage serendipity – the uncovering of that nugget of information that transforms your understanding and makes the commercial difference.</li> </ul> <h3>Should you take the plunge?</h3> <p>Regular and skilled digital auditing is a detailed and never ending task.  It can transform the effectiveness of your digital advertising, website and budget.  </p> <p>Is it sexy? It’s showing your website a lot of love and attention. It’s optimizing and maximizing your marketing profitability and performance. Sounds pretty sexy to me.</p> <p><em>More on auditing:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68031-answering-the-key-question-of-content-auditing-where-do-i-start/">Answering the key question of content auditing - where do I start?</a></li> </ul> tag:www.econsultancy.com,2008:Report/3008 2016-07-21T11:30:00+01:00 2016-07-21T11:30:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:www.econsultancy.com,2008:BlogPost/68040 2016-07-19T13:40:00+01:00 2016-07-19T13:40:00+01:00 Five digital strategy tips for mono-brands that wholesale and sell direct to consumer Ben Potter <p>For many businesses, the wholesale route allows the brand to build awareness via retail partners, such as department stores, but at the expense of margin and the ability to form a direct relationship with the end customer.</p> <p>At some stage, the brand will decide the time is nigh to create a direct proposition. However, this presents a number of challenges in the digital marketing space that are often not understood or properly considered from the outset.</p> <p>Having worked with a number of mono-brands over the years, here are a few things we’ve observed and helped them overcome:</p> <h3>1. You must give people a compelling reason to buy direct</h3> <p>By the time a typical mono-brand goes direct, they are likely to have a number of well-known, trusted stockists selling their wares online (normally with much deeper pockets).</p> <p>This means that the mono-brand is, in effect, competing against themselves online, via those stockists. The customer is therefore presented with choice as to where they buy that brand.</p> <p>Last year, we <a href="http://www.leapfrogg.co.uk/froggblog/2015/07/insight-edit-consumers-favour-multi-brand-retailers-over-single-brands/" target="_blank">questioned our consumer panel</a> on this very topic - <strong>89% of respondents stated they favoured buying from multi-brand retailers over single-brand sites.</strong></p> <p>When pressed a little further, of those that preferred buying from single brand sites, 71% stated it was because the brand makes them feel more valued as a customer.</p> <p>Added value is therefore the key to driving conversion on the brand site - the promise that if a customer buys direct, they are buying into more than just the product itself.</p> <p>This is where the brand has an advantage. Getting to <a href="https://econsultancy.com/blog/67526-how-retail-marketers-can-ensure-they-deliver-the-right-customer-experience/" target="_blank">know the customer intimately</a>, what it is they value and then delivering on this is something that a multi-brand retailer, such as John Lewis, <strong>cannot replicate, at scale, for each and every brand they stock. </strong>Some get the specialist treatment but even then the breadth of content is fairly limited.</p> <p>For example, despite Levi’s being a ‘featured brand’ on the John Lewis website, content is limited to a brief overview of the brand, a few images and a men’s fit guide (strangely, in the women’s section with a link that didn’t work at the time of writing).</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7209/Capture.jpg" alt="John Lewis Levi's category page" width="526" height="489"></p> <p><br> Ultimately, as THE brand, you need to be able to answer (and act upon) one, fundamental question;</p> <p><strong><em>‘Why would someone buy from our site as opposed to an established multi-brand retailer?’</em> </strong></p> <p>If you can’t, then you need to go back to the drawing board.</p> <h3>2. Make it your mission to ‘own’ organic search results for brand terms</h3> <p>The remit of an ecommerce manager is to grow the direct channel, which of course yields a number of benefits compared to the wholesale model (control, acquiring data, building a relationship with the end customer and so on).</p> <p>Search will be a key part of the strategy. <strong>Occupying as much of the search ‘real estate’ for brand terms, as possible, should be the aim.</strong></p> <p>To what extent you can do so will ultimately depend on how many retailers stock your products and how sophisticated their natural search strategies are. The more stockists you have, the more competitive the search results are likely to be for brand terms.</p> <p>Utilising site links, <a href="https://econsultancy.com/blog/64778-what-is-schema-markup-and-why-should-you-be-using-it/">schema mark-up</a>, My Business pages, reviews, social media profiles and optimising rich-media assets, such as images and video, are just some of the means by which you can occupy a greater share of the search results for brand terms, at the expense of stockists, as highlighted by Sony below:</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7211/Capture3.png" alt="Sony Google search result" width="532" height="597"></p> <p><br> Please note, there is often a balancing act between aggressively growing the direct channel and keeping stockists on side. Stealing share from stockists is inevitable so needs to be carefully managed.</p> <h3>3. You will almost certainly have to pay for brand PPC traffic</h3> <p>Assuming stockists are present in paid search and bidding on your brand name, you will have to do likewise. There are a million and one articles debating the pros and cons of bidding on your own brand terms so I won’t repeat those arguments.</p> <p>Instead, a slightly different take on the issue, born out of a recent client conversation. Despite the presence of some fairly small but aggressive stockists, the client in question was determined not to bid on their brand terms, due to two questionable assumptions.</p> <p>Firstly, they felt that searchers would, by default, seek out their organic listing. Some no doubt will.</p> <p>However, we demonstrated that other searchers were distracted by a compelling ad from one of their stockists and therefore didn’t even think about scrolling down to find the brands organic listing. Opportunity lost.</p> <p>Secondly, they assumed that if somebody searched for their brand, then that searcher would go onto purchase one of their products (whether direct or via a stockist). However, with some qualitative insight, this was proven not always to be the case.</p> <p>The presence of a multi-brand retailer meant that some were distracted by the greater choice on offer, going onto buy a different brand altogether. Again, opportunity lost.</p> <p><strong>By being present in the paid listings, ideally by being as aggressive as you can to own the number one position, you give yourself the greatest chance of getting the click.</strong></p> <p>This is especially important on mobile where it is common for only ads to appear ‘above the fold’.</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7210/capture2.png" alt="Search results on mobile" width="330" height="583"><br> </p> <p>Therefore, paid search is increasingly the only way in which you can guarantee a presence on the devices searchers are most likely to be using and where they are most likely to click. Don’t leave money on the table.</p> <h3>4. Getting the price right is more important than ever</h3> <p>We worked with a brand where you could consistently purchase many of their products from a well-known high street retailer for 30% less than the price on the brand site. But we were tasked with significantly growing direct revenue. Errr…</p> <p>Consumers are savvier than ever. <strong>With the prominence of Google Shopping listings, price information is thrust upon eager searchers without them even having to click.</strong></p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7212/Capture4.png" alt="Nike Internationalist shopping results" width="481" height="231"><br> <br>Whilst some consumers will of course buy from the brand site and be loyal in doing so again in the future, others won’t give two hoots where they purchase. In fact, if I can buy your product at the same time as all the other stuff on my John Lewis ‘wish list’, all the better.</p> <p>Whilst you cannot dictate the prices your stockists choose to sell at, you need to be aware of their pricing strategy and be agile enough to react should you choose to, particularly during sale periods.</p> <p>It was put to me by a brand in the past that “our stockists can have those ‘sale only’ customers”. Fair enough but I’d always prefer to acquire any customer direct, sale only or not, and nurture the relationship.</p> <p>This brings to light an interesting point regarding loyalty. It should not be measured only in monetary terms. We have discovered that some of our clients’ most loyal customers are not necessarily those that spend the most money.</p> <p>Perhaps these customers can only afford to shop with the brand once or twice a year. However, they are the ones that shout the most about their purchase, something that is often not measured or harnessed.</p> <p>You therefore need to look beyond financial data and models, such as <a href="https://econsultancy.com/blog/64481-finding-your-best-customers-with-the-rfm-matrix/" target="_blank">RFM</a> when it comes to understanding loyalty.</p> <h3>5. Make sure your direct and wholesale teams are talking to one another</h3> <p>I spoke to a premium menswear brand last year looking to grow their direct channel. ‘Super!’ I thought, we can help. However, as we dug a little deeper, we soon realised it was going to be a huge challenge.</p> <p>We discovered that the wholesale team had some pretty aggressive targets of their own, meaning they were selling into an ever-increasing number of retailers. Worse still, many of these retailers were at the lower end of the market, damaging brand perception.</p> <p>The direct team also had some rather juicy numbers to hit for the next financial year. But nobody internally had joined the dots, namely that the direct team would find themselves gradually hamstrung by increased competition in search as stockists optimised their sites and bid on brand terms.</p> <p>This highlights how <strong>the wholesale and direct strategy have to be working in unison.</strong></p> <p>Growing both channels simultaneously is possible but requires careful planning, great communication and an understanding of how the two will play out online, especially in search. </p><p><strong>Have you worked with or for a mono-brand? What challenges did you experience? Please feel free to share below.</strong></p> tag:www.econsultancy.com,2008:Report/934 2016-06-21T14:00:00+01:00 2016-06-21T14:00:00+01:00 Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files</strong></p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, <a title="Digital Juggler" href="http://digitaljuggler.com/">Digital Juggler</a> </li> <li>Ben Matthews, Director, <a title="Montfort" href="http://montfort.io/">Montfort</a> </li> <li>Ger Ashby, Head of Creative Services, <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a> </li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> </ul> <p><strong>Files available:</strong> 10 file bundles, 50+ individual template files<br></p> <p><strong>File titles:</strong> See sample document for full breakdown of section and file information.</p> <h3>About these files</h3> <p>Need help with an area of digital marketing and don't know where to start? This pack of downloadable files contains best practice templates that you can use in your digital marketing activities. Feel free to adapt them to suit your needs.</p> <p><iframe src="https://www.youtube.com/embed/jxKmQGxspc8?wmode=transparent" width="560" height="315"></iframe></p> <h3>Contents</h3> <p>In this release we have 10 template bundles containing over 50 individual template files for digital marketing projects.</p> <p><strong>Download separate file bundles below:</strong></p> <ul> <li>Affiliate Marketing</li> <li>Content Marketing</li> <li>Display Advertising *to be published soon*</li> <li>Ecommerce Projects</li> <li>Email Marketing</li> <li>Search Engine Marketing: PPC</li> <li>Search Engine Marketing: SEO</li> <li>Social Media and Online PR</li> <li>Usability and User Experience</li> <li>Web Analytics</li> </ul> <p><strong>The template files bundle also includes a <a href="https://econsultancy.com/reports/small-business-online-resource-manager/">Small Business Online Resource Manager</a> that </strong><strong>can help you effectively manage and own your online assets.</strong></p> <p><strong>There's a free guide which you can download to find out more about exactly what is included.</strong></p> tag:www.econsultancy.com,2008:BlogPost/67882 2016-05-25T10:52:30+01:00 2016-05-25T10:52:30+01:00 What do Google's expanded text & local search ads mean for marketers? Ben Davis <h3>Start preparing now for expanded text ads</h3> <p>Text ads will include more characters for the first time since Google launched AdWords.</p> <p>For mobile, neatly summed up by the GIF below, this means two lines of headline and more description.</p> <p><img src="https://assets.econsultancy.com/images/0007/5345/expanded_text_ads_on_mobile.gif" alt="expanded text ads" width="426" height="200"></p> <p>This expansion will occur on desktop, too, with more space to spread out across the page since <a href="https://econsultancy.com/blog/67569-google-kills-right-hand-ppc-ads-how-should-marketers-respond">right-hand-side ads were culled</a> earlier this year.</p> <p>Google cites 20% increase in clickthrough rate for some advertisers in early trials of these expanded text ads.</p> <p>So, what's important is that advertisers start preparing now, writing expanded ad text and getting ready to test once they get their mitts on the new format.</p> <p>Below is Google's table showing the exact extent of the changes. Note that restrictions on URLs have been loosened.</p> <p><img src="https://assets.econsultancy.com/images/0007/5341/Screen_Shot_2016-05-25_at_08.28.43.png" alt="adwords text ads" width="615"></p> <h3>Structured data is becoming more important (is yours ready?)</h3> <p>Google's information page on local search ads shows the image below as an example of a local search ad in maps.</p> <p>Apart from the purple pin, there isn't much change on display here.</p> <p><img src="https://assets.econsultancy.com/images/0007/5344/Screen_Shot_2016-05-25_at_08.51.41.png" alt="local search ads" width="300"></p> <p>However, the biggest changes appear to be within local business pages, where structured data is becoming more important.</p> <p>See the Walgreens example below, where special offers and local inventory search have been added to local business pages.</p> <p>Google Shopping has already leant heavily on structured data, offering local inventory ads, and this is set to be championed in new Maps ad formats.</p> <p>This means it is increasingly vital for advertisers to have full oversight of their data, particularly in retail.</p> <p>Those retailers who have a <a href="https://econsultancy.com/blog/65044-creating-a-single-view-of-stock-five-key-considerations/">single view of stock</a> will be best positioned to gain more footfall through AdWords.</p> <p><img src="https://assets.econsultancy.com/images/0007/5343/walgreens1.png" alt="walgreens maps ad" width="300" height="535">  <img src="https://assets.econsultancy.com/images/0007/5342/walgreens2.png" alt="walgreens maps ad" width="300" height="535"></p> <h3>Promoted pins set to change Maps UX?</h3> <p>In the Walgreens example above, you may have noticed a branded pin on the map.</p> <p>Google has guardedly mentioned that these promoted pins could be used to highlight businesses as a user embarks on his route.</p> <p>Below is a shot from the presentation yesterday, showing a Starbucks pin along with a page preview at the bottom and a familiar directions button.</p> <p>Google didn't add detail to how these pins would work - initially they'll undoubtedly be just a pin, with the user needing to tap on the map to view more. However, it will be interesting to see if these are brought into route planning more.</p> <p>Could it be that route options may eventually offer to find points along a journey for me to eat or shop?</p> <p><img src="https://assets.econsultancy.com/images/0007/5346/Screen_Shot_2016-05-25_at_09.34.40.png" alt="promoted pin Google maps" width="615" height="368"></p> <h3>Desktop and tablet bids uncoupled - get ready for testing</h3> <p>See the following quote from <a href="http://adwords.blogspot.co.uk/2016/05/ads-and-analytics-innovations-for-a-mobile-first-world.html">Google's announcement</a>.</p> <blockquote> <p>In the next few months, you’ll be able to set individual bid adjustments for each device type -- mobile, desktop and tablet.</p> </blockquote> <p>This rolls back the change in <a href="https://econsultancy.com/blog/65225-enhanced-campaigns-a-year-on-how-have-marketers-adapted/">Enhanced Campaigns</a> which grouped together desktop and tablet.</p> <h3>Maps added to search inventory - get ready for more competition</h3> <p>Google Maps has moved from being a 'search partner' to part of search inventory.</p> <p>This means more advertisers will undoubtedly give it a go, experimenting with these improved local search ads.</p> <p>In the long term this means that although I fully expect Google to drive much greater in-store value with its local ads, cost per click will be commensurate.</p> <p>Early mover advantage could be significant in some sectors (restaurants, hardware, electronics etc.).</p> <h3>Google's mobile ecosystem grows</h3> <p>With <a href="https://econsultancy.com/blog/67866-five-implications-of-android-instant-apps-for-marketers/">Android Instant Apps</a> and now greater information in local business pages, Google is allowing more users to stay within its ecosystem and away from the web.</p> <p>It's easy to extrapolate to a world where advertisers are sending structured data to Google and website functionality is narrowed.</p> tag:www.econsultancy.com,2008:BlogPost/67662 2016-03-29T12:00:10+01:00 2016-03-29T12:00:10+01:00 PPC for beginners - the seven levels of campaign tracking Ben Davis <p>Of course, these aren't mutually exclusive - a combination can be used for performance objectives.</p> <h3>1. Reach</h3> <p>Reach, or awareness, is defined as the number of ad impressions generated by the campaign (simply the number of times an ad is seen).</p> <p>This number can be given at a keyword level, an ad group level or for the whole campaign.</p> <p>Though clicks and conversions are of course more important than mere impressions, this metric is still instructive of campaign scale.</p> <p><strong>Tips</strong></p> <ul> <li>Ensure impressions from display networks are not lumped in with search impressions when <a href="https://econsultancy.com/blog/66450-30-seo-tools-to-make-your-life-easier">conducting keyword analysis</a>.</li> <li>One search can generate mutiple impressions, either from multiple pages of the search results, or from a user hitting back and returning to search results from a destination page.</li> <li>Bots and tracking tools will create some 'artificial searches and impressions'.</li> </ul> <p><em>Paid search impressions no longer include the right hand side of Google's desktop search results.</em></p> <h3><img src="https://assets.econsultancy.com/images/0007/2293/buy_ram_-_Google_Search_2016-02-24_09-47-25.png" alt="paid impressions" width="615"></h3> <h3>2. Volume</h3> <p>Volume, AKA number of clicks or website visits, is the basic measure of campaign effectiveness.</p> <p>The paid search platform you use (e.g. AdWords) will report on clicks, and visits can be measured by linking activity to your analytics package (e.g. Google Analytics).</p> <p><strong>Tips - clicks do not equal visits</strong></p> <ul> <li>Analytics will often register one visit if a user has clicked an ad twice within 30 minutes, without closing her browser.</li> <li>AdWords removes certain clicks from its results, such as repeated clicks in a short time from the same user (suspected as fraudulent).</li> <li>If a site is slow to download, users may abandon after clicking, before tracking tags have been loaded.</li> </ul> <h3>3. Click quality</h3> <p>Otherwise known as conversion rate - the proportion of visitors from search that provide a defined outcome on a website (data capture, sales, etc.).</p> <p>This entails goal tracking within an analytics package, either tracking page impressions of unique URLs or using tracking code added to a website button.</p> <p><strong>Tips</strong></p> <ul> <li>Conversion rates can be expressed per website session or per unique visitor.</li> <li>Page or keyword bounce rate is often used to show click quality. This is the proportion of visits that don't explore any further web pages (they bounce off the first page). High bounce rates are, however, not always a bad thing.</li> <li>Conversion can be separated out, to track incremental success. For example, sales can be split into 'add to baskets', 'checkout' and 'sales'.</li> <li>As conversions are often influenced by multiple marketing campaigns (across numerous visits and from various marketing channels), campaign tracking codes and tagging can help to properly attribute value. </li> </ul> <p><em>Conversion rate could be 'add to basket' rate, as well as 'sale' rate.</em></p> <h3><img src="https://assets.econsultancy.com/images/0007/1827/bO3GEEK.png" alt="add to basket" width="615"></h3> <h3>4. Cost effectiveness</h3> <p>Cost effectiveness is reported by search networks in the form of CPC. However, cost per acquisition (CPA) is more instructive - the total ad spend per goal.</p> <p>Advertisers should know their allowable CPA and CPC, calculated from knowing conversion rates and the profit required from the campaign.</p> <p><strong>Tips</strong></p> <ul> <li>Of course, limiting CPA implies you can accurately track the success of paid search. If you're not <a href="https://econsultancy.com/blog/67206-why-call-tracking-is-vital-for-accurate-attribution-modelling">tracking phone calls from PPC</a>, there is a chance that CPA can be set artificially low.</li> </ul> <h3>5. Return on investment (ROI)</h3> <p>Like any other channel, ROI is simply a percentage return (profit over cost).</p> <p>As marketers may not know the profit margin on the goods they sell, ROI is more often calculated using simply PPC revenue. This gives an indication of the success of advertising.</p> <h3>6. Branding metrics</h3> <p>The impact of improving reach is also felt on the brand. This is particularly relevant in B2B marketing and at bigger companies.</p> <p>It's difficult to measure uplift in brand favourability for PPC campaigns in isolation. Google does use a Brand Uplift Surve yto try to measure this effect in display advertising, however.</p> <p>There are also studies that have shown increases in brand awareness as search rankings increase.</p> <h3>7. Lifetime value</h3> <p>Calculating lifetime value requires sophisticated modelling.</p> <p>Assumptions are made about repeat purchases, future spend and referrals of new customers.</p> <p>For example, a car insurer might find that visitors who purchase after being referred using the phrase ‘car insurance’ are less profitable in the long term than others who type phrases with more keywords e.g. ‘no claims discount car insurance’.</p> <p><em>More for PPC beginners - <a href="https://econsultancy.com/blog/67646-ppc-a-beginners-guide-to-kpis-budgets-agencies/">A beginners' guide to KPIs, budgets and agencies </a></em></p> <p><em>Or, see the <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">Econsultancy Paid Search Best Practice Guide</a> for everything you need to know about PPC.</em></p> tag:www.econsultancy.com,2008:Report/938 2016-03-23T11:50:00+00:00 2016-03-23T11:50:00+00:00 Search Engine Marketing: PPC – Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files: Search Engine Marketing - PPC</strong> </p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, Digital Juggler</li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> <li> <a href="http://www.leapfrogg.co.uk/">Leapfrogg</a> </li> </ul> <p><strong>Files included:</strong> 8 files</p> <p><strong>File titles:</strong> Google Analytics Reporting Dashboard, PPC Campaign Troubleshooting Checklist, PPC Ad Group and Keyword Optimisation, Creative Testing Matrix, PPC Forecasting, PPC Client Briefing, Client Briefing Template, RFP Guidelines and Template, Weekly Report</p> <h3>About these templates</h3> <p><strong>Who created these template files?</strong></p> <p>In some cases Econsultancy has created the templates. In others we have gone to leading experts in the relevant area and they have provided the files. Details of those people are given where appropriate in the descriptions that follow.</p> <p><strong>How should these files be used?</strong></p> <p>Paid search (PPC) is an important part of search engine marketing. We've created template files and have included genuine examples of working PPC documents that should help steer you towards maximising your paid search efforts.</p> <h3>Contents</h3> <p>In this release we have included a mixture of useful Excel spreadsheets and documents to help you optimise your campaigns.</p> <p><strong>Download separate files on the report pages below.</strong></p> tag:www.econsultancy.com,2008:BlogPost/67646 2016-03-15T10:52:45+00:00 2016-03-15T10:52:45+00:00 PPC: a beginners' guide to KPIs, budgets & agencies Ben Davis <h3>Managing KPIs</h3> <p>As with all marketing channels, PPC advertising should support clear goals (e.g. to increase donations) and objectives (e.g. increase web traffic to donation page).</p> <p>Measuring success in meeting your objectives means choosing and tracking key performance indicators (KPIs).</p> <p>The Econsultancy Best Practice Guide defines three types of KPI; volume, value and quality.</p> <ul> <li> <strong>Volume KPIs</strong> relate to the total traffic being driven to your website or through various functions of your website (e.g. email signups), as well as the makeup of that traffic (new or known visitors, mobile or desktop etc.).</li> <li> <strong>Value KPIs</strong> pertain to financial value, such as average order value or perhaps even attributed revenue in-store.</li> <li> <strong>Quality KPIs</strong> make up the rest, measuring how well your site is serving visitors. Though changes may not have been made to the site, if a more relevant audience is targeted, metrics such as conversion rate will improve. </li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/2966/Screen_Shot_2016-03-14_at_14.45.26.png" alt="kpis for search" width="615"></p> <h3>Managing budgets</h3> <p>The Best Practice Guide splits PPC budgeting into four main areas.</p> <p><strong>1. Budgeting strategy</strong></p> <p>This is top-level budgeting. How much money can you allocate to paid search overall and how does this compare to your other acquisition and retention channels?</p> <p>You may have a fixed budget with which to prove the efficacy of PPC. Or perhaps budget is aligned to current category targets (hitting sales of different products or visibility of different parts of your site).</p> <p>Budgets can also be tied to larger offline campaigns (such as TV advertising or in-store promotions), to new opportunities as they arise (such as new markets), or budgets can flex dependent on results (if PPC works, do more!).</p> <p>Budgeting strategy also dictates which of the search and display networks you advertise across, and for which campaign.</p> <p><em><strong>How is your digital marketing budget split between the following channels or disciplines?</strong></em> <em>(From <a href="https://econsultancy.com/reports/marketing-budgets/">Econsultancy's 2015 Marketing Budgets Survey</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2998/Screen_Shot_2016-03-15_at_08.34.34.png" alt="marketing budgets" width="496" height="530"></p> <p><strong>2. Positioning strategy</strong></p> <p>A company may decide to target high positions in the sponsored listings for certain keywords. This could be for branding purposes, for example.</p> <p>However, with each campaign, keyword and keyword group subject to different competition and pricing, a more analytical approach should be more effective in maximising return on investment (ROI).</p> <p>Many campaign variables are impacted by search position, and vice versa: </p> <ul> <li>Click-through rate (CTR) and click volume generally decrease with position.</li> <li>Click volume does not decrease in a linear fashion with position.</li> <li>Conversion rate can vary with position.</li> <li>The number of listings above the natural results varies according to the search term and device.</li> <li>A bid increase doesn't necessarily ensure a higher average position on the page.</li> </ul> <p><em>This chart shows AdWords CTR by position and device (<a href="http://www.forthea.com/adwords-click-through-rate-by-average-position-and-device/">via Forthea</a>).</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2987/Screen_Shot_2016-03-14_at_17.59.16.png" alt="ctr by ppc position" width="615"></p> <p><strong>3. Bidding strategy</strong></p> <p>Bidding strategy is influenced by budgeting and positioning strategy, but is about optimising as much as possible for returns (balancing cost per click with total spend and conversion).</p> <p>AdWords can automatically optimise for cost per click (CPC) and Google Conversion Optimiser can be used to optimise cost per acquisition (CPA).</p> <p>Bid management tools can be used for larger campaigns, and attribution of value in other channels helps to elucidate the full value of PPC spend.</p> <p><strong>4. Bid adjustments</strong></p> <p>The final aspect of budgeting is a subset of bid strategy - bid adjustments.</p> <p>Bid adjustments allow keyword bids to change automatically dependant on factors such as time of day, location and device.</p> <p>Day-parting (changing bid level by time of day) is often used to increase bidding when conversion rate is at its highest.</p> <p>Location of physical stores could be one factor that impacts bid adjustments by location.</p> <p>Device-wise, advertisers should beware of focusing on desktop (which may have the majority of conversions) at the expense of targeting users in the research phase on mobile.</p> <p>Indeed, Google offers estimations of cross-device conversions within AdWords reporting. </p> <p><em>Variation in impressions and conversions by time of day (<a href="http://www.ppchero.com/3-crucial-ways-to-look-at-day-parting-data/">via PPC Hero</a>).</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2968/Screen_Shot_2016-03-14_at_15.30.39.png" alt="day parting" width="615"></p> <h3>Agency or in-house?</h3> <p>If you're new to PPC, you may have to make a decision between taking the plunge on your own, or getting an agency involved to manage it for you.</p> <p>There are many advantages of each approach. Below I've listed some of the stereotypical benefits of both.</p> <p><strong>In-house</strong></p> <ul> <li>Cheaper hourly rate</li> <li>Closer integration</li> <li>More transparent</li> <li>More company knowledge </li> </ul> <p><strong>Agency </strong></p> <ul> <li>Easier to scale up or down (or indeed stop)</li> <li>More expertise and access to tools</li> <li>Better relationships with search engines</li> <li>Less vulnerable to change (staff leaving)</li> </ul> <p>So, if you haven't yet begun paid search advertising, hopefully this intro will give you a grounding in the right questions to ask and strategic approach to take.</p> <p>There are, of course, many more considerations, include more granular tactics. For more information, download the Econsultancy <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC Best Practice Guide</a>, or why not check out our <a href="https://econsultancy.com/reports/ppc-bid-management-technology/">PPC Bid Management Buyer's Guide</a>.</p> tag:www.econsultancy.com,2008:Report/4060 2016-03-14T13:00:00+00:00 2016-03-14T13:00:00+00:00 Paid Search Marketing (PPC) - Best Practice Guide: Mobile Paid Search <p>This section of Econsultancy's newly-updated <strong>Paid Search Marketing (PPC) Best Practice Guide</strong> covers <strong>mobile paid search</strong>.</p> <p>Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.</p> <p>This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.</p> <h2>Topics covered in this section</h2> <p>Areas covered in this section include:</p> <ul> <li>Growth and trends in mobile usage</li> <li>Why mobile paid search is an important part of the marketing mix</li> <li>Differences in mobile search behaviour</li> <li>Best practices for mobile paid search</li> <li>Maximising the ‘local’ opportunity through mobile paid search</li> <li>Using mobile paid search to drive app downloads</li> <li>The future of mobile paid search</li> </ul> <p>As well as this section, the guide is available in its entirety as a 400-page report, or in eight other individual sections. <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">See the main report page</a> for details.</p> <h2>Contributing authors</h2> <p>This guide has been put together and updated by <strong>Rob Jones, an experienced digital consultant and owner of Romor Digital</strong>, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.</p> <p>This section has been reviewed and edited by <strong>Sophie Kleiner, Head of Search, and PPC team at NMP</strong>.</p> tag:www.econsultancy.com,2008:Report/4061 2016-03-14T13:00:00+00:00 2016-03-14T13:00:00+00:00 Paid Search Marketing (PPC) - Best Practice Guide: Shopping Campaigns and Product Listing Ads <p>This section of Econsultancy's newly-updated <strong>Paid Search Marketing (PPC) Best Practice Guide</strong> covers <strong>Shopping Campaigns and Product Listing Ads (PLAs)</strong>.</p> <p>Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.</p> <p>This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.</p> <h2>Topics covered in this section</h2> <p>Areas covered in this section include:</p> <ul> <li>Eligibility / getting started with Google Shopping</li> <li>The increasing prevalence of product-focused ads</li> <li>Getting products to appear in the search results</li> <li>Shopping campaigns in practice</li> <li>Shopping campaign considerations</li> <li>Campaign priority: high, medium and low-priority Shopping campaigns</li> <li>Shopping campaign structure</li> <li>Bing shopping campaigns</li> <li>Making the most of your product advertising</li> <li>The future of Google Shopping</li> </ul> <p>As well as this section, the guide is available in its entirety as a 400-page report, or in eight other individual sections. <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">See the main report page</a> for details.</p> <h2>Contributing authors</h2> <p>This guide has been put together and updated by <strong>Rob Jones, an experienced digital consultant and owner of Romor Digital</strong>, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.</p> <p>This section has been reviewed and edited by <strong>Sam Vandermark, Account Director of Biddable Media at The Specialist Works</strong>.</p>