Posts Tagged ‘PPC’

What is Google AdWords?

Saturday, December 17th, 2011

AdWords is Google’s platform for paid search marketing (PPC). AdWords appear at the top, sides, and bottom of a search result page on Google (as well as on various other Google sites). Where the normal  Google listings are free and ranking is determined organically by the content of your site, AdWords customers simply pay for that visibility at the top of a Google search that the site wants to be found for:

Sample SERP

Here’s video from Google that explains how it works.

What can Dynamics Online do for you?

At Dynamics Online, we create paid search campaigns from scratch for Google, Yahoo and bing. We also help existing campaigns by consulting or by taking over the day-to-day management responsibilities. Below are some of the things we do to create and manage a proper search campaign:

  • Selecting targeted keywords that will bring qualified traffic to your site
  • Managing keyword bids to maximize your budget and optimize your ad placement
  • Creating targeted ads that will generate the highest click through rates
  • Selecting/Creating the proper landing pages that will maximize conversion rates
  • Reporting to you the success of your campaign

How do we report your success?

Dynamics Online provides all of our paid search clients with customized, detailed keyword reports on a monthly basis. Using reporting data such as click, lead and ROI tracking, we improve campaign performance, perform A/B testing, decrease cost and increase leads. We don’t simply believe in maximizing clicks, we believe in maximizing leads and sales.

Additionally, we continue to explore new marketing opportunities for Google, Facebook, and other paid search platforms as they release new features.

Click here to see the latest advertising technique to hit Google.

Our paid search specialists are hands on when it comes to management of paid search campaigns. Management includes any changes to the campaign, reporting, landing page development, ad copy, keyword research, and A/B testing to improve performance.

If you have any questions about creating a new Google AdWords campaign, or improving an existing one, we love to help. Email Keith Mayer at keith@dynamicsus.com or simply call us at (216)-292-4410

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Create Landing Pages that Perform

Wednesday, November 16th, 2011

When it comes to your paid search campaign, there are constantly adjustments that can be made to keywords, ads, match types, bids and ad groups to increase a campaign’s performance. However, the best element of a campaign to look at is not any of these. The most important part of your PPC campaign is right on your own website: the landing page.

A landing page is the area on your website that the users who click on your PPC ad are directed to. A good landing page is one that has a singular focus that is closely aligned with the keyword and the ad that are supporting it. Google deems that the more relevant the keyword/landing page relationship, the better their quality (which can result in a lower cost per click!). Last month, Google even announced that they are giving landing page quality even more weight in AdWords campaigns.

If your PPC ads only direct users to your home page, is there a more specific page they could be directing to? Is the end goal of your campaign is to generate form conversions? If so, how clear is that conversion funnel on the landing page? If none of the pages on your website make for perfect landing pages, create a new page specifically for your PPC campaign. A strong landing page has only a few elements:

  • A singular message
  • A clear call to action, or path for the user to take
  • A paragraph or two of text. Keep it simple and to the point.
  • Setup conversion tracking to see which keywords/ads/landing pages perform better

If you are concerned that your PPC campaign needs better landing pages or a better structure, email JD at jd@dynamicsus.com.

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Search Engine Marketing Opportunity: Google AdWords Call Metrics

Friday, December 3rd, 2010

Today we conclude our week-long look at a few new features Google has begun to roll out over the past few weeks, and how you can use them to enhance your search engine marketing. Previously we looked at Google Instant Preview and Google Places Tags. Today we will look at a new feature available as an extension within a Google AdWords campaign (Google’s pay-per-click platform):

Google AdWords Call Metrics

Presently, the Google AdWords interface allows you to see which keywords and ads are attracting traffic to your site and generating the most leads. This information is important not only to see that your marketing dollars are being spent effectively, but also to monitor which ad groups in your campaign you should devote more of your budget to, or improve. The one thing AdWords does not measure, however, is how many phone calls you receive as a result of seeing or clicking on a paid search ad.

The performance of your AdWords campaign can increase significantly once calls are measured. Companies like Mongoose Metrics provide a great call measurement service to more accurately report your paid search ROI, but the monthly service can be costly to a business with a limited marketing budget. As an alternative, Google is starting to beta test its own call metrics within AdWords.

Utilizing their Google Voice software, call metrics assigns your campaign a unique phone number which is automatically inserted into well performing ads on both desktop and high-end mobile devices. Using that number (which redirects to your business’ phone number), AdWords is able to track when the number is called, clicked on when the ad appears on a mobile device, and the duration of the phone call. You can then use this information to get a better idea of where your leads are coming from, and adjust the campaign accordingly.

Google’s call metrics is currently only available to select AdWords campaigns, but should be available everywhere soon. Check out the video below to learn more how call metrics works:

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Pay-Per-Click Glossary of Terms

Tuesday, September 7th, 2010

Below is a brief glossary of terms that are commonly used with pay-per-click and search engine marketing campaigns.

Google AdWords – Google’s Paid Search Program

Keywords – The keywords selected for a pay per click campaign include targeted words and phrases that will bring qualified leads to your website based on what users’ are searching on Google and other search engines.

Ad Groups – Similarly themed groups of keywords and ads; one PPC campaign can have multiple ad groups.

Match Type – Four keyword match types are used by Google to determine which searches, in relation to a campaign’s keyword list, can trigger your ads:

  • Broad Match – Allow your ad to show on similar phrases, general or specific, that at least include part of your keyword.
  • Phrase Match – Your ad will appear when the user searches at least the exact keyword or phrase as well as any other adjectives, modifiers, or details before or after the search term.
  • Exact Match – Your ad will appear when users enter only the exact keyword or phrase.

Negative Match – A negative keyword is a keyword you want to ensure that your ads DO NOT appear for.

Impressions – The number of times an ad appears on a search results page. There is generally no charge for impressions.

Clicks – The number of actual clicks on an ad. This is when you are charged.

CTR – Stands for click through rate, a percentage determined by dividing the number of clicks by the number of impressions.

Cost per click – The average cost of a click on an ad. The cost per click varies by keyword.

Avg Position – The average position of a PPC ad on a search engine results page. 10-12 ads generally appear on a regular Google search results page.

Example PPC Advertisement


Ad Title – The ad title is the headline of a PPC ad. This is the clickable portion of the ad.

Ad Description – The two sentence sales pitch/detail for an ad.

Display URL – The basic parent URL for an ad.

Landing Page – The landing page is the page that a PPC ad directs users to once they click on an ad. The landing page can be any website within the display URL’s site. The best landing pages are highly targeted to the ads and keywords.

If you have any questions about any PPC terms or general pay-per-click marketing campaigns, e-mail JD Drake at jd@dynamicsus.com.

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