All 4 entries tagged Ppc

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April 27, 2009

Locations provided for DSL visitors are much better but still flawed.

Follow-up to Problems with Location based Search Marketing in the UK from Rob McGonigle on Internet Search & SMEs

I have been running two accounts with UK location targeted campaigns. I have blogged in the past about how this was completely broken in the UK by the limitations of BT’s wholesale ADSL network.

My own campaign still demonstrates this problem and I cannot see my Ads here in Coventry as my fixed IP address still appears to be in London.

DSL Visitors from LondonThe other campaign was remarkably sucessful so I have researched this in more detail. Looking at the 2009 stats from the WMCCM site’s Analytics revealed that 685 different cities have been recorded way up from three. DSL provided about 50% of the visitors so I created 2 Analytics ‘advanced segments’ UK DSL and UK Non-DSL and drilled down to the cities.

London provided 44% of the DSL visitors (about 22% of all visitors) but only provided 26% of the Non-DSL visitors (13% of the total). There is still clearly significant over-reporting of London visitors using DSL

Looking at the Network Locations for any city shows reveals a better picture of the Internet Service Providers and IP pools than the three big centres of 2 years ago. Looking at the picture for London highlights 2 potential groups for over-reporting, see picture right, and click for a larger image.

Single static IP addresses is the largest number and includes my Coventry based IP address. The Carphone Warehouse also stood out. Their traffic resolved to 50 cities but 77% of that was recorded as London. TalkTalk do have some unbundled local loop equipment in BT exchanges, Lambeth was their no.2 location, so the bulk are probably also static IPs provided wholesale by BT.

October 21, 2008

The Cost of Bidding for the Top Position on Google Adwords

Writing about web page

One of my companies recently raised their Google Adwords bids and budget. They were effectively giving Google enough budget to place their Ads consistently at position number 1. We discussed this and left the bids high but used position preference to bid for position no 3. The client then modified this to position 2.
Increasing costs of bidding for position 1The table shows how the clicks and the costs ramped up from position 3 to 2 to 1. The average cost-per-click, CPC, ramped from 24p to 31p to 52p which does not look as bad as the total cost. The problem was that they were paying the increased CPC for all of the clicks. If we look again at the figures and cost the extra clicks then we can see that the incremental CPCs go from 24p to 68p to 97p.
Real incremental costs for increasing the position.It was notable that being at no.1 did bring in a lot more clicks. Further analysis showed that these extra clicks were for more general keywords that had not yet been optimised into their own Ad Group. The good news was that these extra clicks could be generated for a lot less than 97p each.

June 11, 2007

Split Testing goes down to the Web–Page with Google's Website Optimiser

Writing about web page

With the six months delay to publication I have critically reviewed my article to find anything that is out-of-date.

The main development in split testing using Google’s Adwords has been the launch of their Website Optimiser. Google has already provided tools to measure conversions. You put a little code into the sale completed or ‘thank you for leaving details’ pages. This idea was extended so that Google can track your visitor statistics using Google Analytics.

Many Google Adwords professionals have been split testing landing pages. Creating more than one possible landing page and alternating traffic to it and measuring the conversions. One of these is my old student Kunle Campbell on the site.

Google has taken this to the next level. With a bit more code, Google can alternate 3 images and three different page text copy versions then optimise your page from the results.

The key to ALL these enhancements is access to your website and the ability to add these bits of code without breaking your site.

June 07, 2007

"PPC Advertising as a Marketing Intelligence Tool" published as

Writing about web page

Back at the Christmas break I wrote an article for The Marketing Leaders magazine that was published yesterday.

The editor has clearly done a good job in presenting it and even enhanced my web mugshot.

The words and flow are all still mine but it was interesting that the ‘link title’ and additional line, below, were all new;

Sensing customers with pay-per-click advertising
How can PPC be used to increase the effectiveness of your online advertising, and bring in sales and leads and a return on investment?

Should I be upset? Well Graham Jarvis, the Editor, knows his audience and clearly thinks that this is a better advert for the article.

So I wouldn’t argue with him.
But in the theme of the article; What about two versions of an e-Newsletter and split testing?

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