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The Importance of Defining Industry-Specific PPC KPI Benchmarks

PPC KPIsEnough has been written in Pay Per Click (PPC) and SEM, as more and more companies struggle to find their footing in an ever shifting paid search environment as Google’s Adwords platform continues to change the rules of the game.

As the leaders of the paid search arena, Google strives to increase revenues and user experience by introducing new services and features of their Adwords program such as the inclusion of dynamic ads and/or ad extensions.

Paid search campaigns are constantly moving and need regular attention to manage effectively. Pay Per Click advertising managers strive to optimize their clients' PPC campaigns by managing their KPI’s (Key Performance Indicators), namely Click Through Rates (CTRs), quality score, Conversion rates, and ad spend ROI ultimately determine the success of an Adwords PPC campaign.

Strategies and approaches differ from PPC expert to expert, as some assert the importance of a manual bidding strategy while others back a click value approach and thus shuttering the hopes of a clear and forward consensus on the matter.

Keyword match types, ad scheduling and even targeting play huge roles in PPC marketing campaigns, but another major common mistake are the general benchmarks set up by individual firms and companies. Sure a 6% CTR will be more appealing than 3%, but depending on the industry and competition level, how can you accurately determine the overall health of a campaign?

Establish PPC KPI's Relevant to Your Client's Industry

KPI Benchmarks differ widely between industries and this is a fact that often tends to be overlooked. You shouldn't compare KPI’s across different industries as this will only hinder the understanding of the market, the public and ultimately the campaign.

To further illustrate this point, lets take the commercial beverages industry versus the hospitality industry as two completely different industries with two entirely different target audiences who have different buying expectations. CTRs, traffic, and conversions may be substantially higher for the hospitality industry because of the nature of how users search and purchase hotel rooms, vacation trips, airline tickets, etc., online.

Meanwhile, for the wholesale/commercial beverages industry for restaurants, hotels, convenience stores, etc., the terrain is slightly diverse as people would rather deal with actual sellers and are reluctant to purchase these products online.

You can further refine your campaign performance with metrics found in Google Analytics. Metrics such as bounce rates, average time on site, the number of pages visited, and those who convert in the goal conversion funnel can paint you a clearer picture of how well the PPC campaign is performing.

Analyzing these metrics also allows you to make informed decisions on modifications that need to be made to your PPC campaigns to maximize performance by negating keywords that aren't proving to be profitable, updating ad copy, modifying your geographic targets, or decreasing your bid amounts on certain devices.

All in all, the current framework provides marketers with a wide array of resources; the results vary in their interpretation of those KPI’s and their PPC strategies.

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Carve an Ecommerce Niche by Integrating Customization

Custom Neon Tank TopsSo you have an ecommerce site that sells clothing, apparel, and other accessories. But the market is so saturated that you're struggling to compete. The answer: differentiation and developing a sound USP (unique selling proposition.)

Whether for neon tank tops or organic cotton t-shirts, that ecommerce market for clothing is supersaturated. One new and exciting integration that only a select number of retailers are adopting is giving customers the option of customizing their apparel with whatever colors, designs, and material quality they prefer. Although only some ecommerce websites have integrated these capabilities, customized clothing and apparel is starting to gain a lot of popularity because it allows the customer to create something that they identify with and feel that is unique.

Many clothing companies, both casual and formal clothing companies have come up with ways that they can meet the demand of customized clothing for their customers. Selling custom clothing online directly to consumers changed the traditional way that clothing was viewed and sold.

The competitive pricing of custom tank tops and other clothing items such as t-shirts, hats, bags and others has opened up the world of custom clothing to consumers who would love something unique and for those customers who did not think that it was an option for them. Online custom clothing is a relatively new concept that began around 2007. This clothing business model is rapidly gaining ground and continues to grow. Ecommerce continues to grow with people appreciating the options and the convenience of shopping and creating things online as opposed to in person.

An Example of How One Company Created a Niche in the Tank Top Market

Well known for their custom tank tops, neon tank tops, and pocket tank tops, the TheNeonSouth.com is one of the clothing companies that has caught on to this ecommerce strategy. Customers can go online and select their preferred design or even design their own logo and the company will make custom tank tops and other apparel items for them.

This is especially convenient for organizations, fraternities, sororities, schools, corporate promotions, clubs, bachelorette parties and other small and large groups who would like apparel that identifies them. As a result, The Neon South's custom tank tops and other products have found sound groups of market segments that the company can go after via many forms of marketing and advertising. In essence, offering custom tank tops, especially neon tank tops and pocket tank tops, offers customers of The Neon South a fun and interesting to decide how they would like to represent themselves through the clothing that they wear.

Know the Markets Who Crave Custom Clothing

Online custom clothing customers are mostly young professionals, teenagers and young adults who want custom tank tops and other clothing without having to pay exorbitant prices for unique clothing items. There are plenty of clothing options available which range from low prices to extremely high end apparel options.

Young people are looking for unique items that allow them to express their individuality without having to pay the high prices that alternative custom clothing companies have offered in the past. Many clothing companies are also coming up with models where people can have custom made and designed clothing at more friendly prices.

Integrating the Proper Web-based Software for Customization Capabilities

The way most custom clothing websites do this is by doing a common website integration with the right web-based software like Design Studio. The software allows customers to design their own custom tank tops online and the company prints them out and gets them to the customer.

The software enables a clothing company to carve out a niche in its field because of offering customization services which has a wide customer base. Custom tank tops, t shirts, hats, bags, track suits and so many other items can be offered to customers who are looking for unique and quality clothing items that allow them to express themselves.

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CRO-friendly Web Design Tips to Generate More Conversions

CROCRO (or "Conversion Rate Optimization") entails the website marketing strategies that seek to convince visitors on your website to take a specific action, such as signing up for an email newsletter, downloading your app, creating an account with password and login credentials, or making a purchase.

CRO relies heavily on data that emphasizes user interaction and engagment, and thus how to improve the conversion potential and overall performance of a website. To delve deeper into the ways in which you can improve your CRO efforts, we go into greater detail about how CRO applies to most web marketing strategies.

Foundational CRO Methods and Strategies

Website CRO methods use a primary link, button, or other user interface element that ask the user to take an actions leading to a conversion. These user interface elements that focus on effective calls-to-action can be for example a “Sign Up” button, a “Download Now” button, or a “Buy Now” button.

A primary pathway of the user experience in completing a website conversion is called conversion funnel. The CRO strategies use testing of one version of the webpage or interface element against another version and each element is measured by how effective is for generating conversions in comparison to the other.

Creative Web Design

In the conversion process users go from researcher to buyer when they are looking to buy online. They first research products then make a choice and turn into shoppers and finally turn into buyers when decided to purchase. A user’s decision to buy from a particular website is influenced by many factors, including the aspect of the website. For conversion optimization even small changes subjected to testing can make a big difference in sales.

The web design has as ultimate goal conversion and reducing bounce rates. Any detail should be carefully analyzed and tested in order to fine tune the conversion rate. Color, size, layout, shape, contrast, alignment, flow, and call-to-action, are all important web design details that can have an influence over the website’s conversion rate.

Clean and Consistent Website Navigation

It is essential for a website’s design to be easy to navigate for users and properly optimized for SEO and CRO. The main purpose of a business website is to promote a brand, a product or a service. It is important that the website is SEO friendly to allow people to find it in search and to be CRO friendly to convince visitors to take the desired action.

A conversion oriented website should offer a clean and consistent website navigation, which is a critical element in ensuring a quality user experience. Visitors should be able to easily move through the website. That will also increase the conversion potential of the website, in an indirect way.

Clear and Optimized Calls-to-Action

A conversion oriented web design is critical to include clear calls-to-action and that is recommended to be found on the primary pages of the website. By integrating clear points of contacts on the website in the form of a short form, button, or text-based link, visitors will be prompted to take desirable action while they browse the website. Creating compelling calls-to-actions should take in consideration what type of content can grab visitors’ attention.

Optimized Website HTML

For CRO is important that the website provides a good site speed and load time. In order to achieve that you need to develop optimized HTML coding structure. The web developer and the web designer should ensure that the site is properly optimized for fast rendering and load speeds. A slow website could be a huge pitfall for CRO.

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