Author Archives: Paramo Group

Posted:
Monday, August 18, 2014

AdWords Changes Keyword Matching

PPC - pay per click buttonThis past week Google made an announcement that close variant keyword matching will be applied to all ‘Exact’ and ‘Phrase’ match keywords. Starting in late September, Google will be removing the option to opt out of close variant matching. This isn’t an earth shattering announcement on the scale of Panda or Hummingbird, but it’s still noteworthy nonetheless.

Close variant matching was introduced in 2012 and according to Google advertisers have seen strong results from it with advertisers receiving an average of 7 percent more exact and phrase match clicks. For most campaigns this change will have no effect as the default setting for campaigns is to include close variant matching.

An example of close variant would be an advertiser targeting the exact match keyword [car dealer]. The ad would show up for these additional terms:
– car dealers
– car daeler
– car da ler
– car dealer’s
– car dealership

This move to force close variant matching could be a sign of a general trend towards mobile and voice search. These search platforms have much higher instances of misspellings and typos due to garbled voice recognition or cumbersome typing on mobile devices.

There benefits of close variant matching is that it takes away the need to create an extensive keyword list of misspellings and increases overall traffic volume for exact and phrase match keywords. The downside to it is that the inability to truly control exactly what words trigger an ad does take some control away from the advertiser. However, there is a work around this issue. You can build a list of negative keywords of misspellings for variant terms that you don’t want to show up for.

To learn more about how close variant matching might effect your campaign you can contact your Integrated PPC strategist. You can depend on us to stay on top of changes in the digital marketing landscape.

Read More

Posted:
Tuesday, August 12, 2014

Why Do Remarketing?

I look at a lot of car dealership websites everyday and have a weird habit of peeking into their source code to see if they have Google’s remarketing code embedded into their site – such odd behavior is a hazard of my occupation. I’m often really surprised at how many dealerships aren’t doing remarketing.

targetadsIf your car dealership isn’t doing remarketing, then I can guarantee that you’re missing out on potential customers. Here are some reasons why you should be doing remarketing.

Increase Conversions
On average, only 5% of first-time visitors will convert on your website. There are a variety of factors that play into this conversion rate such as the general user experience of your site. Another reason is that people like do do research before they make purchase. The average car shopper will visit multiple car sites during their shopping process. Don’t you want to grab some of that other 95% that didn’t originally convert on your site?

Remarketing Is Cost Effective
In general, the CPC’s for remarketing can be much lower than paid search ads. Let’s say your average CPC to bring in a car shopper to your site the first time around is $3, and the CPC for your remarketing ad is only $1. With remarketing your can reel them back to your site the second time around at a fraction of the costs.

Timing Is Everything
When a customer first comes to your site they may just not be ready to buy. No matter how great your landing page is or how convincing your site’s content is, if a customer is in the initial stages of the sales funnel you’re going to have a hard time making the conversion. A remarketing ad will follow a customer as they traverse down the sales funnel, so when they’re ready to make the conversion your ad will be shown to bring them back to your site.

Cheap Branding
Remarketing is a really cost effective way to brand your dealership. Your ad will be seen thousands of times. However, you’ll only pay when someone clicks on your ad.

If you’re not doing remarketing right now then talk to an Integrated PPC representative to start your remarketing campaign.

Read More

Posted:
Monday, August 4, 2014

What You Need To Know About Social PPC On Facebook

Social PPC on a platform such as Facebook won’t replace advertising on Google anytime soon. However, with nearly 699 million users on Facebook – many who visit the site multiple times a day – social media PPC is becoming harder to ignore from any digital marketing strategy. Social PPC makes a great complement to a search campaign to increase the reach of your car dealership. Here’s what you need to know about advertising of Facebook.

facebook-adsHow are ads targeted?
Facebook has advanced targeting options that allows you to target your audience based on location, gender, age, likes and interests, education, workplace location, relationship status, and more. Such a comprehensive targeting option allows you to exactly pinpoint who sees your ad. So you can show specifically relevant ads to a narrow targeted audience.

You can even target your ads to people who you are already connected to you. Bring back return customers by advertising people who have already ‘liked’ your company page. You can even target audiences based on an email address lists from your CRM. The email address targeting option can be utilized to show car service based ads to someone who just bought a car from your dealership. Thus, allowing you to increase profits by ‘double-dipping’ on a sale and creating customer loyalty.

Where on the page can Facebook ads be seen?
Facebook ads will either be shown directly in the news feed or on Facebook’s right hand column.

What is the average cost per click for Facebook ads?
Overall the average cost per click for a Facebook ad is $0.80 – much lower than Adwords. it’s also important to note that there’s a discrepancy between ads that lead to a Facebook page and ads that lead off-site of Facebook. For ads that direct to a Facebook page the average CPC is $0.70. For ads that lead off-Facebook the average CPC is $1.08.

What is the average CTR for Facebook Ads?
The average click-through-rate for Facebook ads is 0.041 percent. This average CTR is comparable to the average for display ads on the Google Display Network.

If you’d like to learn more about advertising on Facebook, then contact an Integrated PPC representative.

Read More
1 … 16 17 18 19 20 … 31