pay per click

How to Use AdWords Scripts to Optimize Paid Search Performance

How to Use AdWords Scripts to Optimize Paid Search Performance

See our Top 5 Scripts and Learn How to get Started Today

What Are AdWords Scripts?

AdWords scripts provide the opportunity to automate, customize and control your AdWords account with a simple JavaScript code. Scripts allow account managers to go beyond the provided tools in AdWords by leveraging external factors.

Why Should I Use Them?

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Nowspeed’s Weekly Wrap-up of Company, Social Media, Marketing Strategy, PPC, SEO, Email, Creative and Website News: October 7th

Nowspeed and Client News

Social Media and Marketing Strategy News

PPC, SEO, Search Marketing and Online Advertising News

Email, Website, Design and Creative News

 

Importance of Google’s Pay-Per-Click Quality Score

Quality Score is one of the most important factors that influence the success of your Pay-Per-Click campaign. Quality Score is measured and scored against a number of factors including; historical click-through-rates, relevance of an advertiser’s ad text and keywords, and the quality of your landing pages. Prior to 2005, Google used to rank keywords based on the highest keyword bid and other algorithms. But after noticing a higher conversion rate when keywords were more relevant with an ad’s text, Quality Score became the new way of rating ads on Google. I think this was a smart change because companies with exceptionally small or large budgets have equal opportunity to appear on Google’s first page search ranking as long as their ads are relevant. Since Google’s main focus is to make the searcher’s experience as user-friendly as possible, Google’s creation of the Quality Score metric was a very wise decision.

The impact of a high Quality Score means that your keyword will trigger ads in a higher position and at lower cost-per-click. On the other hand, having a low Quality Score is that you will pay more for each click just to maintain your ad positions. This leads to higher conversion costs and increased budget pressure. If your cost-per-click has steadily increased overtime, it’s time to evaluate your campaign and address the areas to help improve your keyword Quality Scores.

Whether your company is just getting started in AdWords or your organization has been utilizing Google to deliver ads to potential customers and prospects for a number of years, make sure your ads are relevant. By ensuring relevant ads to search queries, you will have a much better sense of control on your advertising costs.

If you want to learn more, please visit our Resource Center.

Google Quality Score

Making the Commitment to Improve PPC Programs Now

Generating leads today in a slow economy is not an easy task. Business budgets are on hold or have been cut back and marketing departments all over are working amidst an air of uncertainty. As marketers are having to do more with less, there is an increasing demand for PPC programs to deliver more and more leads. The adage of doing the same thing over and over and expecting a different result applies here. Now is the time to take action and make the necessary investments in your pay per click campaigns.

It may seem counter-intuitive and your inclination may be to resist making any changes until the market turns around, but this is an environment where raw leads are harder and harder to come by. An increase in competitors fighting over a shrinking pool of prospects has a ripple effect throughout a PPC program;  there is a direct correlation to a rise in cost per click charges and a steep increase in the overall cost per conversion.

Sitting idle and remaining a prisoner of hope is not going to be enough. You can maximize your budget by making improvements in your offers and landing pages.

Your offers have shelf life and may have run their course by now. Offer development can be as simple as refreshing and updating an existing offer, making it more applicable to current conditions, or, yes, even creating a new one to fill in a gap where a weak one currently resides.

One strategy is to bundle offers together, providing a heightened perceived value to a potential prospect; a good example of this would be a white paper coupled with a related webinar.

The ultimate goal of landing page development is to improve the page’s overall conversion rate. Identify where a landing page is falling down and what measures can be taken to improve performance. This could be in the design, layout, or even messaging of the page.

Making the commitment to make changes now is a way to improve your campaign and take full advantage of your existing budget. As the tide begins to turn and the economy begins to rebound, your PPC program will benefit by being in a better position to capture raw leads and perform at an optimal level.

For more information on pay-per-click strategies, check out our white paper, “Optimizing PPC Search Marketing”

Google AdWords: Tell Us Your Story

Submit Your Story Here!

I believe the day AdWords changed my life was the day I found out that AdWords made it possible to market products and/or services by placing a targeted advertisement on the Internet directed towards a specific audience with the ability to control and manage all activities in real time and report the results on a spreadsheet.

Since that day, I have learned that AdWords has not only helped us marketers use all the niche targeting we learned about and spent too much money for in college, but has also motivated an entire industry by setting a standard far higher than any other paid search interface can provide. Reaching out to a specific audience that is looking for you with the ability to change quickly is the marketing opportunity of a lifetime.

The usability of AW and the amount of control is phenomenal. A change sometimes within seconds and immediate visibility in a geo-targeted fashion is limited only by a lack of a will to succeed and a decent credit card. I have yet to hear a complaint about any customer satisfaction problems either, so if this Google thing is bulletproof we might as well use it to its fullest potential today. We have the ability to display messages to people that are looking for us, which should be placed on the totem pole of marketing just below word-of-mouth.

No wonder the industry is growing by the billions. It really is a new highway full of people seeing what is out there and AdWords provides outstanding billboards on stretches of road that people love to drive… and drive often. Google dominates the level of simplicity to access information quickly.

Putting advertisements on the first page of a search on the biggest search engine in the world with this much control is something no marketing tool to date can match.

AdWords ROCKS!

For more information on pay-per-click strategies, check out our white paper, “Optimizing PPC Search Marketing”