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New Features of Google's Keyword Planner for PPC Advertisers

Adwords Keyword PlannerAdept PPC advertisers are aware that proper keyword research is essential for search advertising success. THe Google Keyword Planner is an excellent tool that provides all relevant information that is needed to make an informed decision with regard to keywords that are best for the business.

Recently, Google has introduced cool, new features to enhance user experience. In this article, we discuss the newly-introduced features that are intended to give ecommerce PPC advertising experts better insights into keyword search data.

9 New Features of the Google Keyword Planner Tool

1. Google has brought in impressive graphical representations and display of query volumes based on the geographical locations.

2. The next visually appealing and intriguing feature introduced by Google allows you to find location breakdowns and the geographies of the targeted location.

3. It includes a device specific breakdown of search volume estimates according to the device that you are using – desktop, laptop, smart phone or tablet. Estimates are generally based on the baseline that is applicable to all the devices. This allows you to add adjustments in accordance with the bid adjustment provided for you.

4. The flexible time period comparison facilitates you to compare search estimates for different periods of time. With just the click of a button you can avail daily estimates, monthly estimates, quarterly estimates or even annual estimates.

5. It has also enabled break down by devices and target locations. This feature again allows you to break down your data according to the device that you are using, be it a computer, mobile device or tablet. It includes a visual graph also which is great for advertisers to predict what they can actually expect from each device with regard to the average monthly searches.

6. It facilitates visualization of mobile trends wherein you can anticipate and envisage by comparing mobile search volume with total volume search.

7. Another added feature for keyword research is the ability to view and compare absolute and relative changes for each ad group and comparison of keyword volume for two distinct periods. You also have the facility to categorize by the total change or the percentage of change of the keywords. This gives a vivid picture of which keywords do well at a specified period of time.

8. It also comprises of a time period comparison that permits you to include total change in volume estimated from the start date till the end date. You have the ability to perform the time period comparison with the help of a pictorial graph representation.

9. This is yet another excellent feature that specifies the time period for keyword suggestions. This is touted as the most favorite aspect of this essential tool as it provides inspiring ideas for searching the keywords as well as the volume estimates of the suggested keywords over a period of time. This again comes with a graphical depiction that illustrates the changes over a period of time.

The new changes incorporated in the Google Keyword Planner tool enhance the appeal and value of it to a great extent. Besides this it also assures advertisers and publishers the ability to target keyword research based on specific devices, locations or focussed over a specific period of time.

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Study Reveals Schema Markup Works, But Most Webmasters Fail to Use It

A recent Google study by Searchmetrics.com revealed that "more than 33.3% of Google search results take into account Schema.org rich snippets. However, only a small fraction of websites are actively utilizing rich data markup."

Schema Code

This information was released at the end of March 2014 is is based on Google's U.S. search data. In the study, more than 500,000 web domains and tens of thousands of keywords were examined.

Further, the study revealed that 36.6% of Google's search results incorporate a minimum of one snippet with information obtained from Schema.org. The highest integrations were noted in various types of offers and movies at 21% and 27% respectively. These are followed closely by product and TV series tying up in the third position.

More About Schema.org

Schema.org is a joint effort by Microsoft, Google, and Yahoo to improve Web search by providing a structured data markup Schema that is braced by all major search engines. On page data markup helps search engines understand data and information on webpages making it easier to provide users with richer results.

Further, a Shared markup vocabulary makes it possible for webmasters to establish a suitable markup schema, and reap optimal benefits from their efforts. Few Domains Using Schema Markup

Regardless of high prevalence of rich snippets in Google search results (note that Yandex, Bing and Yahoo also use snippets from Schema.org but they were not sampled in the study), the study showed that only 0.3 percent of the domains were using markup codes on their websites.

SEO Value in Schema (from the House)

In the words of Google CEO, "this is shocking since many domains are generated using structured data and which is mostly stored in databases. With this data formatted in HTML, it becomes very hard to decode it into the original structured information. Search engines benefit directly from immediate access to structured data. It enables them to quickly understand the information on the web page, and offer users high value results. As such, websites using snippets from Schema are ranked favorable. It is a great SEO strategy that we should adopt."

The study also revealed that large sites (particularly those invested in ecommerce and enterprise-level SEO) are more likely to utilize Schema markup. However, the study did not defined what makes a website large or small. This leaves the long pending dilemma on whether small websites may benefit from taking advantage of the rich snippet opportunity unresolved. Many people have argued that Schema markup codes are for big websites.

However, the bottom line as revealed in the study is that snippets are a valuable component in SEO. If you are not already using Schema markup, you are missing a lot. I recommend you get started today. 33.3% of your competitors are already in it.

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3 Unconventional On-page SEO Techniques for Ecommerce Sites

On-page Ecommerce SEO IdeasAre you looking to learn a few unconventional on-page SEO techniques to further increase the keyword relevancy of your ecommerce money pages? Although there are numerous variables that go into ranking a website, there are a several techniques that can make your webpage even more SEO-friendly than they already are. Below we share 5 on-page SEO tips that you can implement rather simply without needing a technical expert.

Markup Pages with Product Microdata

Marking-up pages with product microdata is a technical way of saying better communicate your pages' content to the search engines. But how?

If you haven't started learning the ways of Schema and microdata, hop on over to Schema.org. Essentially, Schema is HTML markup (or special tags) that you added to pieces to a page's content. For ecommerce SEO, adding product schemas will enable you to markup aspects of your product's information, as well as reviews, images, and other forms of data that search engines can better interpret. In short, learning and implementing these on-page SEO techniques can be a game changer, especially in a competitive ecommerce SEO playing field.

Keyword Optimize Images

Only the best search marketers leverage the power of image optimization, or image SEO, to further improve the keyword relevancy of their pages and blog posts. Not does optimizing images help to improve the keyword relevancy of your pages, but this on-page SEO technique can also result in your product images showing up in Google's image results (which are often blended in the organic search results.)

Keyword optimizing images is easy. You simply name the image file to be aligned with your keyword targets prior to uploading the image to your page. Furthermore (and also before you upload the image,) you can open the image properties and keyword optimize various fields like the image descriptions, title, tags, and comments. To get the details on this SEO technique, visit this handy tutorial over at Top of Mind Search Marketing.

Cross-link Pages, Relentlessly

Internal links, or the "cross-links" within your site, can further help search engine spiders define what your pages are about. Many ecommerce sites have natural internal links, such as a product category page that links links to individual product pages. However, you can take cross-linking one step further by implementing these links in page copy, such as product descriptions, or more empowering, your blog posts.

For example, let's say you have two very similar pairs of shoes for sale on your ecommerce site: the RunnerShoe I and the RunnerShoe I Sport. Somewhere near the end of the product description of Model I's page, you can add a line that says Also check out the RunnerShoe Model I Sport... You can slip-in a link in that sentence to the Sport model.

Cross-linking is a creative process that can be done on all types of pages. One of the most effective is blog posts, especially product review posts. Those are golden SEO opportunities to cross-link to money pages and further help increase keyword relevancy.

Interested in learning more on-page SEO tips for ecommerce sites? Head on over to Click Centric SEO and check out their Articles section where they share a wealth of knowledge for ecommerce SEO and other aspects of ecommerce marketing. And of course, also connect with Web Ecommerce Solutions on Google+ and Twitter for more great insights on ecommerce SEO.

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Re-define Your Company's SEO Practices with Co-occurrence

SEO Co-occurrenceSearch marketing professionals and SEO companies must know very well the importance of link anchor text. This is because Google is up to the neck for sites that do not have natural keyword optimized text. This includes both outbound as well as inbound links.

When it comes to SEO, it is important that you keep it natural when it comes to the content on your website. You may find it hard to get content that is required. This is because of being busy our lacking topics. This is where a search engine optimization company comes in. The million dollar question is how to come up with relevant keyword when you have to maintain natural anchor text.

Co-occurrence Explained by a True SEO Expert

It is also important that you know the premise of occurrence. This will help you in getting great search engine content for your website. So how does co-occurrence help in having great content? Co-occurrence started back in 2012. It was Rand Fishkin who mentioned it while doing a Whiteboard Friday presentation. He mentioned a number of websites that did not have the best content.

He tries to prove that these websites were ranked highly with competitive keywords. However, these websites were still ranking highly in search engines. The thing is that these websites had anchor text that was not keyword optimized. This is a new way in which Google can recognize the websites.

What could have led to these websites to rank highly? Co-occurrence is what happened. This is when a number of words that surround a link make it popular. For instance, if the articles mention mobile phones about six times in one paragraph. This will make it look like a keyword that is relevant. This is because of the co-occurrence of that phrase. It will make your website search engine friendly.

Re-defining SEO Best Practices

If you want to re-define your SEO best practices, then it is important that you keep co-occurrence at the top of your list. This will ensure the effectiveness of your website. When it comes to Search engine optimization; it is important that you get an expert who will provide you with great content.

It is becoming survival of the fittest for the websites that are competing for rankings via SEO. It is only those companies that meet the standards needed by Google that will emerge on top.

There are different ways that you can use for your website to rank highly in Google search engines. Co-occurrence is a new method that is used by smart SEO companies. You should make sure that you adopt the most used method so that you can get visitors to your website.

This is the next big thing. Co-occurrence is a language that Google can easily understand. It is all that you need if you want to rank highly. Manipulating anchor text is now gaining a lot of popularity when it comes to improving search engines. However, one thing that you have to keep in mind is that you should always target your audience when writing content. This will ensure that you get a lot of visitors on a daily basis.

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Earn Links Organically With a User-Focused Content Strategy

Content StrategyBloggers and website owners know too well the importance of quality content. Actually, the value derived from your site by users is largely determined by the content, other factors come later.

Creating user-focused content will help your website earn organic links as well as helping your online business thrive. Getting to know exactly what your users want can be an uphill task. The tips below (segmented into two parts) will help you develop content that will not only help retain current users but attract potential clients as well.

Part I: Know exactly what your audience like

Figuring how exactly what resonantes with your target audience is vital to the health of your content strategy. Extracting this information can not only fuel a link earning content strategy, but also ignite aspects of your SEO strategy. Below are a few ways in which you can learn more about your audience.

Talk to your clients

Remember without engaging your users you will never ever learn more on their tastes and preferences. After posting something on your site ask them questions concerning that particular topic. Also, your system should allow users to leave their phone numbers and email addresses when making comments. This way you can contact them later and have a more personal conversation or even send them mails.

Note that communicating to clients is very important in establishing long-term relationships and even building trust. Clients will always feel how much you value them and be very honest with you.

Conduct background research

Usually when you post content, users will comment, like and even share that information. Be very keen and take track of these responses. When you talk to users they will tell you what interests but you can only know the truth after presenting that content.

Get to know the number of tweets and Facebook shares a particular post gave you. For example if you post an article an article about traveling tips and another about health, look at the response you get for both. If the article on health issues elicits more reaction, then your users are more concerned about their health and not traveling.

Note that these are judgments made from simply observing what happens. Dig deep into what makes users value another topic and not the other.

Study the trends in social media

Social media is important to the success of any online marketing and SEO strategy. As such, study what happens on social media very carefully. People may not be reading or sharing your content not because it lacks value but due to the language and style of content. Learn to use the jargon that is appropriate for either twitter or Facebook at that given time. Also do not limit yourself to Twitter and Facebook use sites as LinkedIn and Pinterest as well.

Be efficient with alerts and RSS feeds

Sometimes you might be committed and rarely have time to follow up on current news. Using Google and Talkwalker alerts will save you time. Set up alerts depending on your niche, that way you will be notified whenever something important comes up.

Part I: Develop content that resonates with your audience

Once you established the means for which you can generate ideas, now comes the harder part of actually putting those ideas in motion. Below are a few tips to help direction your efforts with the right intentions.

Work hard to retain your current customers

As much as you are looking to expand your client base, never ignore existing clients. It is important that your current clients or users remain loyal. Be creative and craft ways of rewarding loyal customers. For example you can offer those discounts, incentives, free shipping and coupons. This way they will feel appreciated, make repeated purchases and refer others.

Create content that targets your niche

If you operate a local American travel website, the content might interest someone from Europe who is interested in visiting America. Therefore develop your content to cater for that particular area but make it appealing to others also. As such, you will get numerous links that are from both within and without.

Think locally and act globally

Creating a natural content strategy that favors your local audience is not a bad idea. However, in order to attract more users develop something that can be consumed by people of diverse cultures.

For example, if you own a website that advises on health matters in your region, you can design the content to suit anyone. Health is diverse and problems related to health are common in most parts of the world. As a hint you can have a list of as many health facilities as possible and let users search the ones closer to them. If you liaise with the health facilities, then you can agree on commission rates for each referral.

The most important thing in link earning is to know what your users want. After that you can develop tailor made content to specifically meet their needs. Remember the importance of social media in expanding your customer base. Also note that there is no standard formula when it come s to natural link building, just use the mentioned tips and a little creativity.

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How to Integrate Custom Design Software on Your Ecommece Website

Neon Tank TopsPeople want to express themselves and want to showcase how creative and unique they are. One of the most common ways people can do this is through custom designed clothing.

Whether it's custom tank tops or hats, online clothing stores that offer custom clothing capabilities have become really popular. But what further separates the most popular and authoritative custom clothing websites from the rest are those who allow visitors to do the designing directly from the website.

If you're clothing site owner or marketer looking to tap into this niche, you'll want to integrate custom design software on your ecommerce website. In this article, we'll show you how.

Custom Designer Interface

The easiest way for your customers to custom design clothing is via your website. Usually, this feature will have its dedicated tab or page which has a blank shirt, tank top, or canvass to work with.

Users can choose the color and size and customize it to their liking. The amount of customization will depend on what you can handle and what the software is capable of. However numerous your customizations are, the user interface should be easy to use and not tasking to the customer.

Creating a feature like this on your website is a very hard task-- something that will eat up a lot of your time and is probably outside your field of expertise all together as this is a very high-level task to accomplish. Fortunately, there are already a lot of pre-made custom design software available online which you can purchase and easily add to your website.

Integrating the Software

Tools such as LiveArt are easy to use and the setup process will comprise of most of the work. For instance, one online store that offers custom neon tank tops The Neon South uses Design Studio on their website. It is easy to use and provides ready to use outputs in PDF, PNG, or SVG formats.

You will still need to delve into some web codes to integrate this to your website but since it is built on HTML5, it is relatively easy to do so. A little bit of web coding is needed, or you can hire someone to do it for you if you are too busy to do so. Pricing options will vary depending on your needs; however, this is a lot easier and cheaper than doing it yourself.

When planning to put custom design software on your website, make sure that it is easily seen by customers. As this feature is very sought after, it is important to showcase it to your customers. Also, make sure to thoroughly advertise this feature; put it in your front banner and place links all over your website to direct them to this feature.

Implementing the Custom Design Features

Now that you have successfully integrated the software to your website, it is time to decide on how your customers will use it. You can set it so that it is based on a template shirt but they can customize it afterwards, or you can choose a shirt design and they can do variations to it like the color of the shirt or the color of the accents. Choose an implementation that is suitable for your needs.

Also, make sure that you are able to deliver on the feature that you decided on; it might be tempting to allow customers to have full control over their customization but if it becomes difficult for you to make the said shirt, then it will become a bigger problem.

Why Custom Designed Clothing Wins

Granted not everyone has the time or the creativity to want to design their own shirts, the mere fact that you are giving your customers freedom and choice is already a huge plus. If your customers have the freedom to express themselves and be unique, this will do a very big thing for your brand.

Custom design software is the future of clothing brands as this allows customers to make a truly unique shirt of their own. This is not a gimmicky feature that will simply fade away; this trend is slowly becoming the norm. This trend is even slowly moving into the mobile space allowing customers to design their choice shirts on the go.

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3 Pillars of a Powerful Ecommerce Marketing Strategy

Ecommerce Marketing StrategyThe secret of making an ecommerce site profitable is to develop and formulate a sound marketing strategy. A cohesive, mindfully-orchestrated, and powerful ecommerce marketing strategy will go a long way in helping you to attract prospective, in-market customers, and thus earn a healthy return.

To get started on the righteous path of developing your ecommerce marketing strategy, below are three essential marketing strategies that can elevate you ecommerce site from mediocre to something extraordinary.

Search Engine Marketing

SEM is touted as an art of internet marketing that incorporates certain techniques to promote better website visibility and attracts more traffic by boosting page ranks. Visibility is the key to success amidst the stiff competition that prevails in the internet sphere.

This type of marketing system is considered useful for most businesses to enhance their visibility through advertisement and optimization. Search engine marketing encompasses both Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising, which are the two viable options for optimizing your web presence and increasing the amount of traffic to your site.

If these are endeavors in which your company as already pursued, then perhaps consider an ecommerce SEO assessment or perhaps a consultation in PPC campaign optimization.

Content Marketing

The main idea behind content marketing is to attract, acquire and retain customers by consistently creating and distributing relevant and valuable content. As it lures and attracts the prospective customers it is touted as a “pull” strategy rather than a “push” strategy. You can share information about your business in the form of e-books, blogs, press releases, videos, audios and online events.

Social Media Marketing

Using social media sites for marketing can bring about a dramatic difference to your business. You can engage with people and share content on Facebook, Twitter, Google+, Youtube, LinkedIn and Pinterest. The indomitable growth of social media has made it a valuable tool for businesses to promote products, services and create brand awareness. No wonder top marketers are consistently using social media marketing techniques to retain a commanding and dominating position in the market place.

Cohesion Yields Synergy

Search engine marketing, content marketing and social media marketing are different Internet marketing methodologies to promote a business online and to build brand recognition. The ultimate goal of all of them is to drive huge traffic in order to make a strong online presence.

Yes, all these three are creative online marketing strategies to succeed online. All these innovative marketing approaches are interrelated and a cohesive approach will not only help one in attaining leading positions but also promote solid brand building. Integrating these breakthrough approaches and consistently utilizing these marketing techniques can enable an ecommerce website to aggressively and passionately thrive in this highly competitive business world.

All the above discussed ecommerce marketing strategies are the cornerstones of a successful ecommerce website. All three aims at increasing traffic to your online ecommerce website, improving your page rank and to bring in more customers. Attraction marketing strategy is the prevailing trend as it helps people chasing you rather than you chasing them. Incorporate a cohesive approach of these marketing strategies and rule the internet world.

 

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Tips to Use Schema.org for Your Ecommerce SEO Strategy

Before you start using Schema.org for ecommerce SEO, it is important to learn a few things about what it all entails or seek some professional help. Even though it is advisable to learn some coding so as to be proficient in it, one can still do a lot once he or she knows the basic construction rules and common terms used in marking up the text.

First and foremost, it is important to note that Schema.org is not a protocol neither is it a markup language on its own. It is a collection of a large amount of micro data mark vocabulary that is explained and organized at the official site. Its main aim is to make the use of structured data easier to understand for search engine crawlers and webmasters, which in turn can enhance a company's ecommerce SEO strategy. It was developed by Yahoo, Google and Bing in 2011 and is now the preferred method by search engines for web owners to structure their content if they want a rich snippet in search results.

Schemas for Rich Snippets

To populate rich snippets, there are certain schema types that one should use especially for Google and Bing. Some of these schemas include:

  • Review, which shows reviewer and average rating.
  • Products, it shows price range and availability.
  • Events, it shows the date, time and actual place.
  • People, it shows the organization, position or title and location.
  • Recipes, it shows cooking time, calories and ingredients.
  • Video, it shows time and video thumbnail image.

Organization is another schema type, but it is mostly used in detailed and in depth articles. It is also insightful to note that Bing naturally does not display or show rich snippets as often as Google does, even though it will not generate any rich snippets for time sensitive pages. Schema types such as Review and Products form an important part of any ecommerce SEO as they provide prospects and clients with relevant and accurate data.

SEO Value of Schema

It is important to appreciate that the use of structured data does not appeal to human users, neither is it intended for them. It is specifically meant for the search engine’s consumption and subsequent display of relevant search results. Because the major search engines namely Google, Yahoo, Bing and lately Yandex the largest search engine in Russia have endorsed Schema.org as the most appropriate markup language to use.

It is also worth noting that its continuous rise does affect both webmasters and bloggers in equal measure as it greatly improves the sites visibility in all search results. Thus for owners of ecommerce sites that rely on selling their products online, using Schema for SEO is paramount.

If you intend to use the social media to attract traffic to your ecommerce site, it is advisable to use other social graph protocols that have been developed by social network giants such as Facebook and Twitter. Their rich data can be used on the same page as schema.org. For Facebook make sure you use Open Graph and for Twitter one should use Twitter card, there has been no conflict even when all the 3 rich data markup’s have been used in the same page.

When using Schema.org, all the search engines do require webmasters to have most of the markup from Schema.org visible to the human being; this means that one should avoid using the Meta tag as much as possible. As an ecommerce site this will allow crawlers to work freely and faster with your pages; attracting enough web traffic for your site in the process.

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5 Web Design Friendly Ecommerce Platforms

Most business owners agree that ecommerce is the way to go for business growth and prosperity in today's digital world. Business owners however have to ensure that their business websites are well structured, easy to use and attractive in order to realize all the benefits associated with ecommerce. Fortunately, getting the right ecommerce web design is as easy as getting the right platform that offer enough applications to meet most if not all business owners ecommerce requirements and at the same time ensure a rich customer experience.

Ecommerce platforms are designed to make both small business web design and enterprise-level web design for big box retailers easy as they provide the tools required to run an online store successfully. Here we review the top five ecommerce platforms on the market that have been proven to offer the best web designs for basic online store owners.

1. Shopify

Shopify platform makes it possible to create easy to use ecommerce stores making it a good option for small scale businesses that that just require an uncomplicated system with built in designs. Shopify is a hosted platform which means that users never have to worry about hosting, software installation and platform performance and can concentrate on running and growing their business. The platform also offers 24 hour support well equipped to handle any queries and help users solve any problems that users encounter.

A transaction fee is charged for basic and professional plans, and an unlimited plan comes at a monthly cost of slightly less than $180. This might seem too high for some business owners but the integrated hosting and custom made designs makes it worth every penny.

2. Square Space

Square Space is the best platform for business owners looking for simple yet visually rich web design. The platforms allows the user to make beautiful professional looking websites making it ideal for designers and photographers who want to have many quality images on their websites. Square Space comes with some handy applications that allow inventory management, unlimited products upload and sales taxes configuration in addition to ensuring that customers have a satisfactory shopping experience.

3. BigCommerce

BigCommerce is another hosted platform that is friendly to most business owners. The platform comes with over 100 free templates to suit different businesses' unique requirements. The platform also comes with a list of designers that users who prefer custom made designs can use to get their requirements met.

Where ecommerce website usability is concerned, business owners get detailed reports, a variety of marketing features that include coupon codes and gift certificates, and are able to manage customer orders from the admin dashboard. Customers on the other hand get to enjoy a single page checkout that gives them a chance to review products and an easy time shopping even on their mobile devices.

4. Magneto

Magento is an open ecommerce platform that allows web designers and developers to create custom made websites to suit every businesses unique requirements. The platform is free and comes with a number of free templates and premium templates. Magento Go allows small business owners to come up with their own ecommerce designs and is equipped with features, themes and extensions that make it easy for business owners to customize their websites. Business owners looking for a more detailed ecommerce site however need to get web design services from competent web designers.

5. Volusion

Volusion is one of the pioneers in ecommerce having been launched in 1999. Over time, the platform has built a reputation and is regarded as the platform of choice for most business owners. Volusion has a wide selection of per-designed stores that are up to date and match current customer requirements.

The ecommerce platform is a hosted solution which comes at a price but with $120 per month, a business owner can comfortably run a medium sized store on this platform. This makes the platform affordable for small businesses that are starting out. Its many features also make it ideal for medium sized businesses that might require a more detailed store to match its capacity.

The five platforms discussed form a fraction of the best platforms that make wed design when it comes to ecommerce stores possible and stress free for business owners. Many other platforms exist and business owners have to take their time and select the platform that promises to meet all their business requirements and take their investments to a higher level.

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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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Recent Posts

  • New Features of Google's Keyword Planner for PPC Advertisers
    Adept PPC advertisers are aware that proper k... read more
  • Study Reveals Schema Markup Works, But Most Webmasters Fail to Use It
    A recent Google study by Searchmetrics.com r... read more
  • 3 Unconventional On-page SEO Techniques for Ecommerce Sites
    Are you looking to learn a few unconventional... read more
  • Re-define Your Company's SEO Practices with Co-occurrence
    Search marketing professionals and SEO compan... read more
  • Earn Links Organically With a User-Focused Content Strategy
    Bloggers and website owners know too well the... read more

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Awesome blog that shares tips, strategies, and resources on SEO and website optimization

SEO Tips for Ecommerce Sites Blog

A great blog dedicated to sharing SEO tips and strategy insights specifically for ecommerce sites.

Epic Entrepreneur Blog

An insightful blog that offers creative ideas for entrepreneurs and business owners.

All Things SEO Blog

Personal SEO Blog with Tips, Strategies and Insights on All things related to SEO.