Is Your PPC Budget Being Properly Utilized?

<div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgx-rn0o5THwAA4NA1JmhAh11O-8t9dfK6yhPz1lH25UUjOv_MukdjjZmtM1LgT2Xmii2h65bdtFHYCRPlx7CFWiTejPnyXi9MKrT6fG96PaUg61PWK1nP_eH9vptpQ-GRtJYtGQzn2Nno/s1600/Is+Your+PPC+Budget+Being+Properly+Utilized.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="281" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgx-rn0o5THwAA4NA1JmhAh11O-8t9dfK6yhPz1lH25UUjOv_MukdjjZmtM1LgT2Xmii2h65bdtFHYCRPlx7CFWiTejPnyXi9MKrT6fG96PaUg61PWK1nP_eH9vptpQ-GRtJYtGQzn2Nno/s1600/Is+Your+PPC+Budget+Being+Properly+Utilized.jpg" width="320" /></a></div> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">Small business advertisers spend a substantial amount on PPC each month. According to a recent study; on an average, 25% of the amount spent proves to be a waste. The study was based on about 500 Google AdWords accounts of small and medium sized businesses.</span><br /> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">The conductors of the study listed a number of reasons for the missed opportunities and wasted spending. Some of them are as follows:<o:p></o:p></span></div> <br /> <div align="left" class="MsoListParagraphCxSpFirst" style="background: white; line-height: normal; margin: 0in 0in 0pt 0.25in; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 0in; text-align: left; text-indent: -0.25in;"> <!--[if !supportLists]--><span style="font-family: Symbol; font-size: 11pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">         </span></span></span><!--[endif]--><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">Poor selection of keywords i.e. keywords not really related to the business<o:p></o:p></span></div> <br /> <div align="left" class="MsoListParagraphCxSpMiddle" style="background: white; line-height: normal; margin: 0in 0in 0pt 0.25in; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 0in; text-align: left; text-indent: -0.25in;"> <!--[if !supportLists]--><span style="font-family: Symbol; font-size: 11pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">         </span></span></span><!--[endif]--><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">Clicks occurring outside the target market<o:p></o:p></span></div> <br /> <div align="left" class="MsoListParagraphCxSpMiddle" style="background: white; line-height: normal; margin: 0in 0in 0pt 0.25in; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 0in; text-align: left; text-indent: -0.25in;"> <!--[if !supportLists]--><span style="font-family: Symbol; font-size: 11pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">         </span></span></span><!--[endif]--><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">Less than optimal quality score and ad relevancy<o:p></o:p></span></div> <br /> <div align="left" class="MsoListParagraphCxSpLast" style="background: white; line-height: normal; margin: 0in 0in 0pt 0.25in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: left; text-indent: -0.25in;"> <!--[if !supportLists]--><span style="font-family: Symbol; font-size: 11pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">         </span></span></span><!--[endif]--><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">Insufficient time or expertise for PPC performance optimization</span><br /> <span style="font-family: Calibri;"></span> </div> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">The study considered the results of AdWords advertisers who had static budgets over varying time periods. It listed the primary high-impact areas that PPC optimization of small and medium businesses should focus on. <o:p></o:p></span></div> <b><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></b><br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; mso-outline-level: 2; text-align: left;"> <b><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">Spend a few minutes every week for optimization<o:p></o:p></span></b></div> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">According to the study, about 53% of small and medium business advertisers went in for ad optimization just once every quarter. As little as 1% did weekly ad optimization.</span></div> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">The PPC advertising space is dynamic and constantly evolving. You simply cannot afford to sit still while your competitors are optimizing; you're going to be left way behind.<o:p></o:p></span></div> <b><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></b><br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; mso-outline-level: 2; text-align: left;"> <b><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">Hunt for the best keywords<o:p></o:p></span></b></div> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">In order to have low costs per click, a larger number of qualified clicks and lesser competition, long-tail keywords are the way to go. In spite of this, almost one fourth of small and medium business advertisers solely depend upon broad match keywords. One fifth of them do not use even one negative keyword.</span></div> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">If you use all the available AdWords features, your keyword research will be smarter and you’ll be able to get more cost-effective and better targeted terms.</span></div> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; mso-outline-level: 2; text-align: left;"> <b><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">Improve relevancy of ads<o:p></o:p></span></b></div> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; mso-outline-level: 2; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">When relevance improves, your quality score and CTR (click through rate) also improves. It was reported that businesses having lower quality scores had an increase of up to 400% in their cost-per-click and that of 64% in the cost per action.<o:p></o:p></span></div> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span><br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">By improving relevancy via tighter and better targeted copy, advertisers can increase the quality score. The study showed that when this score approached 10, the CPC of advertisers fell by 50% on an average.<o:p></o:p></span></div> <b><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></b><br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; mso-outline-level: 2; text-align: left;"> <b><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">Create awesome landing pages<o:p></o:p></span></b></div> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">We’ve seen many small businesses lose out because they don’t have killer landing pages. The study showed that above 25% accounts direct their entire PPC traffic to a common landing page and 20% direct it straight to the homepage.</span></div> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">It was also reported that not even 50% of landing pages of small businesses had conversion tracking. This is truly required<a href="https://www.blogger.com/null" name="_GoBack"></a> not only to get the right visitors but to also convert them and gauge the effectiveness of your entire campaign.<o:p></o:p></span></div> <b><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></b><br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; mso-outline-level: 2; text-align: left;"> <b><span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">Consider mobile best practices for PPC<o:p></o:p></span></b></div> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">A call extension facility on campaigns can result in 10% increased CTR. In spite of this, not many small and medium business advertisers offer it. The study showed that only 1 in every 20 had call extension set ups on their campaigns.</span></div> <br /> <div align="left" class="MsoNormal" style="background: white; line-height: normal; margin: 0in 0in 0pt; text-align: left;"> <span style="font-family: "Calibri","sans-serif"; font-size: 11pt; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN; mso-hansi-theme-font: minor-latin;">People today spend almost 141 minutes each day on their mobile devices and advertisers looking to maximize their ROI must put optimization for mobile on priority. This is all the more important for small and local businesses which have customers searching for their services on the fly.<o:p></o:p></span></div>

Is Your PPC Budget Being Properly Utilized?

Small business advertisers spend a substantial amount on PPC each month. According to a recent study; on an average, 25% of the amount spe...

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