AdWords

DaBrian Marketing Group, LLC. Offers Businesses the Opportunity to Learn More About Online Advertising

September 16, 2016 by Dabrian Marketing Group Leave a Comment

DaBrian Marketing Group, a Google Certified Partner, will hold a Google Connect education event provided by a Google employee on September 28, 2016.

Reading, Pennsylvania – DaBrian Marketing Group, LLC, leaders in online advertising and digital marketing solutions, will host a Google Connect event from 11:30am to 1:30pm on September 28, 2016. The event will be hosted at DaBrian Marketing Group’s offices at 500 Penn Street, Suite 201 in Reading, Pennsylvania, and will feature Tim Reis, Director of Performance Agencies, and David Chung, Mobile Site Transformer, at Google. This event is only available at Google Partner locations. Reis and Chung’s live-streamed presentation will focus on online advertising capabilities and Google Adwords.

According to Google, 74 percent of people get frustrated with website offers, ads, and promotions that appear to have nothing to do with their interests. In addition, 76 percent of people who conduct a local search on their smartphone visit a business within 24 hours, and 28 percent of those searches result in a purchase. This event will help businesses to gain a better understanding of what their company could and should be doing to effectively use online advertising, delivered straight from a Google employee who specializes in this work.

“In discussions with potential clients, they often assume that Google AdWords is just search which simply is not the case. We help clients to identify opportunities that align with their business, geography, and target audience,” says Daniel Laws, Jr, President and CEO of DaBrian Marketing Group. “Through this event, businesses can discover the true power of Pay per Click advertising and how DaBrian Marketing can manage their ad campaigns that will successfully allow them to stand out amongst their competitors and gain the leads they want most.”

DaBrian Marketing Group is a full-service digital marketing agency and Google Certified Partner that specializes in pay per click advertising, online advertising, and Google Adwords. They are local experts and offer their clients extensive experience with the Google AdWords platform and certifications. The company is able to access frequent updates from Google directly because of a close professional relationship they have developed when they need advice. This Google Connect event is free of charge and lunch will be provided. To register, visit the online registration page.

DaBrian Marketing Group, LLC.

DaBrian Marketing Group, LLC provides clients with the most innovative digital marketing solutions to solve their business challenges. Their diverse staff has a commitment to analytical measurement and analysis as well as their commitment to a community, job growth, and talent retention in the local area. For more information, visit DaBrianMarketing.com.

Contact Information

DaBrian Marketing Group
Email: Search@DaBrianMarketing.com
Phone: 610.743.5602

Source: DaBrian Marketing Group

The Most Important PPC Metrics You Are Not Using

December 11, 2013 by Justin Miller Leave a Comment

Everyone knows Impressions, Clicks, Cost and Conversions. Then comes the various calculated metrics using those – Click thru Rate (CTR), Cost per Click (CPC), Conversions Rate (CR), Cost per Conversions (CPA – A is for Acquisition.) After the calculated metrics, Quality Score and Avg. Position have been shown to be very important in generating Clicks and Conversions. But since you already are familiar with those metrics, let’s look at the lesser talked about ones, which can aid you in achieve your PPC goals and objectives.

Impressions Share (IS) Metrics

Search Impression Share

This metric reveals your competitiveness. The percentage is how often your ad is shown in comparison to how often they could have been shown. Fortunately, Google tells us exactly where and how you are losing the Impression Share battle.

Lost Impressions Share (Rank)

While Average Position tells what ad spot your Ads are showing, this metrics tells you how often your Ads are not being shown due to low ranking. If this metric is high and you are missing several impressions, you will need to either raise your Quality Score and/or CPC bid to begin outranking your competitors.

Lost Impressions Share (Budget)

If you are losing Impressions because your budget, then the easiest fix is to increase your budget. A high lost Impression Share (Budget) means that you are being outspent by your competitors and need to be willing to spend more to stay competitive.

Analytic Metrics

Bounce Rate

Bounce Rate is the percentage of searchers who clicked on one of your Ads, but only viewed the Landing Page before leaving your website. This is an indicator that your Landing Pages are not guiding visitors further into your Conversion Funnel.

Pages/Visit

This metric reveals the depth of the average visit. If your Conversion Funnel is multiple pages long, then a small Pages/Visit reveals a leak in your funnel. Shortening your Conversion funnel could be very profitable for you.

Duration of Visit (Seconds)

While this metric does not tell you exactly what users are doing on your site, it does reveal if they are staying long enough to do anything at all. If you web page if very text heavy, but duration of visits is only a few seconds, then it is safe to say that your text is not being read. Try revising your text into bullet points and adding images. A visitors that comes through PPC cost, so you want them to stay and bring value too.

While these metrics might not tell the bottom line like the more talked about Impressions, Clicks, Conversions and Cost, they do fill in the gaps and reveal a bigger more complete picture of the success or failures of PPC Campaigns. Remember to look beyond the main metrics into the ones listed above and others that are Key Performing Indicators. These indicators will help guide you to PPC success, but you have to monitor them closely and act accordingly. Let us know if they are any other metrics that help you monitor your PPC success, or if you have any questions concerning any PPC metrics.

3 Steps to a Successful Strategic PPC Campaign

June 14, 2012 by Justin Miller Leave a Comment

Pay per Click (PPC) are the paid ads the show above and and along side of the search results, when you use Google, Bing, or other search engines. PPC can be a very powerful form of advertising. Google and Microsoft often brag about its amazing reach and how cost-effective it is. However, like everything else in business, if your PPC advertising efforts are aimless, then the profitability will most likely not be there. In order to not waste your time and money, here are 3 Steps (Strategy, Implement, and Optimize) to consider prior to running a Pay per Click Campaign.

1) Strategy

First ask the all important question: Why? What is your purpose of advertising online? This begins the strategy building process, which all starts with an overall objective – Increase brand awareness, generate leads, drive more sales, etc. This defined objective gives your PPC Campaign a focus. Next, decide how much you are willing to spend. Your budget is best set either monthly or daily. The final stage of the strategic process is setting specific and measurable Goals – i.e. to increase sales 3% month over month.

2) Implement

Now that you have an objective, budget, and at least one goal, the next step is setting up the Campaign. Before heading to Google AdWords or Microsoft adCenter, you will want to do some research. A few questions to consider are – Who is your target audience (broad or niche), what are they searching (keywords), and where are they online (websites, Social Media, etc.)? With all of this newly found information, it is time to head to the most appropriate advertising platform(s) (AdWords, adCenter, Facebook, etc.) and set-up your PPC Account. Remember to include multiple ad copy variations, keyword match types, and landing pages for testing purposes, because it is never too early to begin testing to see what will be the most effective and efficient.

3) Optimize

Finally, your PPC is up and running. The last step is to monitor its performance and make adjustments accordingly. Re-visit your goal(s) and determine all your Key Performance Indicators (KPI’s), not just the final goal metric. For example, if your goal is to increase sales 3% month over month, your KPI’s would include:

Impressions – Number of times the ad was shown
Clicks – How often your ad was engaged with
Conversions – Sales, Lead Generation, Phone Calls, etc.
Cost – Cost/Click and Cost/Conversion
ROI – Measure and show Profitability

Between checking the important KPI’s and continuously testing different elements (Ad Copy, Landing Pages, Keywords, etc.) of your PPC Campaign, you will be able to make the modifications needed to ensure that you reach your goals and objectives.

To summarize, Pay per Click can do wonders for your business, but you have to put work into it, rather than just running it aimlessly. Start with putting together a strategy. Use that strategy to guide you through the set-up and targeting process. Finally, stay focused on your business’s goals as you monitor, test, and optimize your PPC Campaigns. This simple, yet time-consuming and work-intensive 3-step process will help you build and manage an effective and efficient PPC Campaign.

PPC Advertising Battle: AdWords Vs adCenter

May 17, 2012 by Justin Miller Leave a Comment

Everyone knows that Google is king of search. But when it comes to Paid Search Advertising (PPC), is going with the Google always the best option? Although Bing and Yahoo combined do not compare to Google’s daily search volume, their paid advertising via Microsoft adCenter might be a cheaper alternative that could generate a higher ROI for you.

Round 1 of the PPC Advertising Battle: Stats & Metrics

From my experience, there seems to be less competition and therefore cheaper prices (CPC) on adCenter. Below is a snapshot look into a client’s account on adCenter.

As you can see, they had an almost 2% CTR, an Average Position within the top 2-3 spots, a CPC below $1.00, and a CPA under $20.00. Now let’s compare those performance metrics to the same time period on Google AdWords.

Stats are taken for the same Date Range from Google AdWords and Microsoft adCenter. As expected, Google AdWords brought in more traffic, and therefore more conversions (7 more to be exact). However, each Click cost $0.71 ($0.07 more) and each Conversion cost $26.26 (almost $10 more.)

Round 2 of the PPC Advertising Battle: ROI

If, for example, we assume the value of each conversion is $50 each, which PPC Account has a better ROI? Microsoft adCenter is showing a Cost of $583.10 (CPA $16.66 x 35 Conversions) with a returning Value of $1750 (35 Conversions x $50 value per Conversion). That results in an ROI of $1166.90 ($1750 Value – $583.10 Cost).

Keeping the same assumption of a $50 value per Conversion, Google AdWords earned a returning value of $2100 (42 Conversions x $50 Value), but had a cost of $1102.92 (Cost/Conv. $26.26 x 42 Conversions). With that said, the ROI for Google AdWords was $997.08 ($2100 Value – $1102.92 Cost.)

In this particular case, although Google AdWords earned a 90.4% ROI ($997.08), it was trumped by Microsoft adCenter, which earned an incredible 199.9% ROI ($1166.90).

Google AdWords Vs Microsoft Adverting Battle Re-cap

Microsoft adCenter did well in Round 1 with maintaining a good CTR (almost 2%) and generating 35 Conversions. However, Google was able to out muscle Microsoft, with more than double the CTR (above 4%) as well as an additional 7 Conversions (42 in total.)

In Round 2, Microsoft adCenter came out swinging with it lower CPC and CPA (or Cost/Conversion). After multiplying the incremental costs out, it turned out to be too much for Google. Bing Ads was able to pull out the victory with a very impressive ROI of over $1,000.

If you run similar or identical campaigns on both Google AdWords & Microsoft adCenter, let us know which is performing better. Does your paid search advertising battle end the same way this one did with Microsoft earning the higher ROI?

Testing Changes in PPC Advertising

August 24, 2011 by Justin Miller Leave a Comment

As many of you have probably heard, both Google AdWords and Microsoft adCenter are testing multiple aspects of PPC advertising. Some items being tested include placement, layout, ad extensions, images within text ads, and more.Descriptions of each follow:

Placement

It has been reported that text ads have been spotted with the organic results on search pages.

Layout

The Headline can sometimes include the first line of description and the URL has jumped to just under the Headline.

New Ad Extensions

These let you have searchers request that you contact them via phone of email directly from your ad.

Images within Text Ads

Lastly of the ones that I am mentioning is the ability to show off products being advertised or the company logo within the contextual ad space.

To wrap up, keep an eye out for some, if not all, of these aspects being tested to be implemented into either Bing Ads and/or Google AdWords. Also remember that no matter how frustrating these changes are to keep up with, both Google and Microsoft are trying to improve their services so that we as online markets can improve our CTR and Conversions.

Google AdWords’ New Targeting Options

July 7, 2011 by Justin Miller 1 Comment

Google AdWords recently eliminated the polygon (custom shape) targeting system, and replaced it with a simpler pin point with radius method. Although this method is easier to set-up and visualize, it may not be as precise. However, select exact city location with a radius can still be very effect and efficient. Your options are either to individual select the cities, or points, that you want to target and set appropriate radius, or to select a central point and set the radius high enough to include all the desires points. Whichever option better fits your PPC management targeting strategy, be sure to implement it by the end of 2011, at which time Google will automatically change your polygon targeting into a set point with a radius. An Example of an alternative targeting strategy is pictured below – if more careful one care make it an even closer match.
Old Polygon Targeting – New Alternative Targeting