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NEW May 2011 Critical Adwords Changes: Google made critical changes to PPC search results. These changes make traditional Adwords management techniques & strategies far less effective than in the past. While still critical it is no longer good enough to focus on CTR (click through rate). In fact recent changes will almost guarantee lower CTRs for all advertisers who do not fully embrace these revolutionary changes to the Adwords model. Advertisers who embrace these revolutionery Adwords changes will reap substantial rewards and bury most Adwords competitors |
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A Bit of a Bribe to Complete the Survey... Very Useful Interactive PPC CalculatorMany thanks to those who completed the survey... about 5% of my list did so. I would like to aim for a conversion rate of at least 10% of the list so I'm offering a small bribe to encourage you to complete the survey. The Bribe is...Every website with a need to achieve an outcome must measure the conversion rate to the outcome. Conversion rate is defined as Number of Conversions divided by Number of Times the offer or web page was seen. In the case of a PPC campaign conversion rate is number of conversions divided by the number of clicks. A conversion can be anything you like... the 2 most common are sales and web form (lead) completion. I am often asked 3 questions about running an Adwords PPC campaign...:
There are no simple answers to these questions and all are interrelated anyway. BUT and this is important... Click here for the survey form... Before starting a PPC campaign you need to have an understanding of the following...
Knowledge of these variables and how they interact will provide you with the confidence you need to start a successful PPC campaign. Conversion Factors Interactive Excel CalculatorBecause all these variables interact in some way or another it is not a trivial matter to come up with the right answers unless a spreadsheet is used. I have created such a spreadsheet which you can use to manipulate all these variables at the same time and come up with accurate answers. Here's an example from the calculator:For 19 sales per day of a product with a profit margin of R75 per product sold then the maximum possible CPC to break even is R3.75 at a conversion rate of 5%. If an actual CPC of R2 could be achieved the campaign would make a profit of R665 per day |