August 22, 2011
Most people think of Google as a search engine company, or a growing mobile company, but in reality they’re one of the largest advertising companies/platforms in the world. Google generates a majority of their revenue as a result of folks like you and me “Googling” for something, and clicking on one of the sponsored paid ads (or PPC ads). In fact, those actions resulted in nearly $30B in revenue for Google in 2010.
Are you engaging in some kind of paid search campaign? For many, this can be a daunting and intimidating task. We hear over and over “I know I should be doing some kind of PPC campaign, but I’m afraid I’ll be throwing my money in the garbage” or “it’s just too intimidating and I just don’t have the time to manage another thing”. While highly effective, and also highly measurable, you might be throwing your money away if you’re not using strategic methods of managing and analyzing your campaign.
An aspect of paid search advertising that is often overlooked, but is a huge focus when it comes to helping our clients, is the ability to measure the results of your pay per click efforts. In todays competitive paid search landscape, it’s more important than ever to make sure that the dollars you’re spending are resulting in the ROI that you’re aiming for. In order to do that, it’s imperative that you are looking at your analytics data. Everyday. Around here, we’re big fans of Google Analytics. It’s enterprise level analytics, and you can’t beat the price (free). Not sure how to set that up for your site? Give us a ring, we’ll help you.
I’m continually amazed at the number of accounts that I audit for clients, only to find out that they are either not using any kind of analytics to back up their efforts, or barely look at it. Paid search is a “change and react” environment. What you do today, can easily be measured tomorrow. Without using any kind of analytics, measuring your result is impossible to do. All of our PPC experts have passed their Google Analytics Certification exam, and the results are VERY measurable.
Recently, we took over day to day management on a paid search account for a new client in the health and wellness industry – a highly competitive field. With a combination of account restructuring, keyword research, and additional other changes, we were able to immediately improve their paid search efforts. When compared to the same time period the prior year: Revenue up 203%, Conversions up 194.94%, and Conversion Rate up 65.08%. Those are numbers worth putting your money behind.
Written by Nick Perez.