Quality Score of a Keyword is related towards the performance of the Keyword participating in an auction and it is a real time calculation when the auction is being conducted and the keyword is eligible to participate. Quality score does is tied with the Adtext, Campaign, Account and Website Performance.

The quality score binds directly with the URL but it has other factors influencing the score.Please be mindful that the Quality score is not influenced by Google Display Network but it soley relaies on Search Network.

Tips Improving Quality Score:

• Always build the Campaign, AdGroup, Adtext and Keyword which are tightly Knitted. A thorough check is vital to be done immediately to see the Quality Score of the keyword.
• Dynamic Keyword Insertion in the Text Ads helps improve the overall Qualty Score of the Keyword.
• It is all about relevancy - Keyword should be relevant with the Adtext, AdGroup and the most important Landing Page URL and its Content.
• Initial Bid should be high enough to accrue higher CTR which would improve Quality Score and the actual CPC which is to be paid.

PPC and Organic Search are two completely different segment of traffic. The traffic which are being bought either CPC, CPA, CPM  etc. are classified in terms of PPC while those traffic which are being pouring as a result of search engine optimization or being referred via search engine are classified under organic search.

SEM professionals are always placed under a radar to a very generic question like -

• Does PPC takes away conversion from Organic Search?

• The answer to this question is:
  No, PPC does not take away conversion from Organic Search. It helps drive additional traffic to the website in the form of organic search. With the help of PPC and a significant improvement on the landing page via web-optimizer tool; an improvement could be made to the overall website.
  
  The improvement in the website and optimizing the page for the keywords is only the first step. Next step would be the SEO efforts like keyword analysis, keyword density analysis, keyword proximity analysis, link building, Social network awareness, Press release, Article publication etc. Finally, PPC activity is a must to uplift the quality of traffic. Once enough traffic is seen coming and the SEO effects comes into play the organic traffic received by the page is increased.
  
  It is seen that the PPC traffic can help us optimize the keywords which are to be targeted for SEO purpose. Not all the keywords which generates tons of clicks always convert. Hence to decide the keywords which are difficult to rank and it is worth testing the goal of the website using PPC. Once the myth is proved with the help of PPC it can next be passed to SEO team to optimize the keyword for Organic search.

It is seen that there is 6% to 8% increment in traffic while the both organic and PPC are running simultaneously. This stat might vary based on the size of the website and total traffic the site is receiving. Moreover also note seasonality and category of website would influence the the traffic numbers.  

Forrester Research revealed that by 2016 there will be 35% growth in the Ad Spend. It would become a $77 billion industry. The online industry would almost double by 2016 a massive growth of  85% from 2011 to 2016 (19% vs. 35%).

The Online Search trend is growing with a tremendous speed. Especially Mobile it is moving with a much faster speed. The AdSpend in Mobile would over take the combined AdSpend over Social Network and Email Marketing. The search trend is increasing in both Mobile, Tablets and handheld devices. The search trend is shifting in mobile with a tremendous speed. and it looks very promising as the will hit $8.2 Billion by the year 2016.

If the mobile arena is growing with a massive speed it would definetly capture the online marketing share resulting in the fall of other online marketing channel. The victim would be seen as Search. Display Advertising, Mobile Marketing and Social Media all are growing in a rapid pace. Although search would still be leader the $55 Billion AdSpend it is going to experience a massive -10% fall. (55% vs. 44%).

Another promising area which would see a growth is Dynamic Banner, this industry would be growing from $10.9 Billion industry to $27.6 Billion industry. The advertisers would enter in the competition of displaying their ads via means of Dynamic Banner. They would want to present every-time the searches are being made or someone is showing interest in the product. The stalking or  re-marketing would utilize these dynamic banner to a great extent. The blend of re-marketing and dynamic banner would be seen in a very extensive manner. The more segmentation the site would have the more granular stalking or re-marketing or re-targeting would occur. Majority of content network and even social network would start serving these dynamic banner.

Daily Deals would tend to decline as advanced technology and micro sites would start serving the deals and promo. Also, advertisers would tend to reach the consumer everytime they are online. Also, Social media would still tend to remain only $4 Billion AdSpend which is just 7%. 

Display 

AS per Google "Re-marketing is a feature of interest-based advertisement". Re-marketing in a layman terms could be explained as those visitor who visited your website are being again served with advertisement across various website. Re-marketing or call it Re-targeting it is highly targeted as the end users being targeted are not a new visitors but are visitors who once during their purchase cycle had visited the website. These users might have dropped off during their purchase cycle. Re-targeting these users will allow us to re-offer the inventory which he was interested or in other term Convert Repeat Visitors into Customers.


Having said that re-marketing is targeting the visitors who are not the new visitor but returning it is always very significant to classify these users. These users should be segmented properly. The users segmentation would be based upon the type of page and category the user was browsing. The granular the segmentation higher probability of conversion. The user could be re-targeted and thanks to re-marketing but the strategy of implementing the user categorization is vital. It is also important to consider that the visitor had left off the page because the product was not available to catch the interest a mechanism of serving those products which others were interested could lead towards conversion.

A general information on how re-marketing works:

• It is all about tracking:
• A JavaScript or Pixel Image is placed in the website. The code is activated every time the page loads. The data is transmitted via the code to the server which is responsible for offering remarketing ore re-targeting solution.
• It is all about getting to know your visitor: 
• Cookie is placed for every visitor who visits the website. The cookie has specific information at a granular level which is not only limited to the page the users visited but also the place where he dropped off.
  
• Follow visitor during his purchase cycle:
• The third party offering the solution is than capable of serving the visitor with the same product at a discounted price. Or serving alternative products with a highly targeted message as "Purchase now until the stock lasts - Last 3 items remaining".
• Providing sense of urgency and serving the item along with related product would help ease the visitor to make quick decision.
  

How can Remarketing influence Website Performance?
The answer to this question is very simple. The targeting and re-targeting visitor who are interested in your products in every step of purchase cycle could influence the visitor to purchase. There wouldn't be any company in this world who wouldn't want to appear in the search result or either in the form of MSE, PPC, CPC, CPA, CPM or even email marketing. The presence is utmost when the visitor is looking for you. It would be a crime against marketing if the presence is not marked especially when the user is looking for you or your product. Influence on the performance of the website would be seen as generally there is 2% visitor of the website converts while 98% visitors would abandon the website. To improve the performance a highly targeted campaign should be crafted to capture not only the visitor during the Pre-purchase but also Post-purchase. Based on the segmentation different kind of message is to be delivered.

Is price comparison available on Google? The search query are returning pages with the hotel properties and its review along with an arrow which would display the prices. This could also be a test being conducted over the google search pages. It might possibly being done for a better user experience. It could be the user conducting research might also be interested to purchase the properties.

Google search results for the term "hotel budapest" is displaying price for hotels for the selected date range. The query triggered the hotels with review and and price. These results are being seen only for the organic search result. A small drop down beneath if clicked would display the starting rate in US$ and the website offering the property at that price. It also displayed the rate with tax in small letters.

Price Comparison on Google Search Page - Search Query - "Hotel Budapest"
  

Price Comparison on Google Search Page - Search Query - "Hotel Bangkok"

View Through Conversion - Mostly when the campaign is running in CPM mode or if the Campaign is crafted for display advertisement, it is essential that there are two different metrics being reported. Actual conversion and View through Conversion.

Now, let us understand -  What is View Through Conversion?
Those people who are exposed via an advertisement which they actually saw during their research and purchase cycle. They might not actually click the advertisement but would later at certain period of their purchase cycle would commit their purchase via different advertisement or the same campaign. All those advertisement which they were exposed are in-fact view through conversion. And the advertisement  which they ad influence them to buy was actual conversion.

Advantage of tracking View Through Conversion -

• Justifying those advertisement which have brought traffic and played a minor role in conversion. This metrics would than help re-define the marketing campaign.
• Tracking visitor based on those people who had seen the ads and they who went forward to buy the product via different ad. These metrics wold help enhance the performance of the campaign.
• Higher click through rate doesn't actually means they are ot performing, they might be part of view through conversion (micro-conversion).

Last click attribution model has always been debated. In a natural buying cycle an end user would tend to research for the products over various networks. The user is than exposed to various campaign across Search Engines, Meta Search Engines, Content Network, Email Campaign, Re-marketing Campaign etc.

Now once the user is being exposed to various stages of product research till product purchase life cycle, he is exposed to different Campaign. The million dollar question would be Who should be credited for the Purchase made?

There are two different approach -

• Last click attribution method.
• Measure Micro Conversion.

 Usually in a natural buying cycle while research is being made often keywords search funnel could help track Keywords during buying cycle. Similar approach is to be used for tracking micro conversion. Tracking which campaign assisted in executing the conversion.

Advantage of Measuring Micro Conversion -

• Justice towards the campaign which is exposing the user during the purchase cycle. Mostly the probable consumer conducting research once exposed to the Ads would tend to return back and the probability of user returning via Brand Campaign is higher.
• Higher Click Trough Rate and Lower Conversion rate isn't an impression that Campaign is under performing.
• Not optimizing the Campaign based on the last click attribution method would lead towards increase in conversion.

How to Major effectiveness of Micro Conversion -
To measure the micro conversion a simple approach would be by measuring the impact of the traffic being send across in one particular domain via a channel should to be monitored.

For instance, several  Campaign are running across various channel like CPC, PPC, MSE, SMM etc. These should be all tracked and time stamp should be placed on the user which was first exposed to towards the campaign. Next there should also be a provision of stamping the user every-time he actually lands on the website. This will easily allow one to track the performance on the campaign which was actually responsible for the conversion. Hence the justice is given to the campaign and both micro-conversion and macro-conversion.

Practically it is ideal to attribute the campaign based on the micro-conversion and macro-conversion. A value could be assigned to the type of conversion. And based on the conversion the total value attributed by the conversion could be measured. Now, when everything looks good there is always a hurdle and this hurdle is known as View through Conversion. Let us discuss the View through Conversion and its importance in next blog.

What the traffic data being gathered for the website is not being segmented? The data being viewed without segmentation is like not considering the the purpose of the traffic.  Every business should consider segmenting there visitors. Having segmentation allows a proper view of the purpose of traffic.

Certain things to be considered while viewing the data:

• Top level performance: An overview of the major KPIs , its performance over X weekdays, % change and probability for the upcoming weekday. A Graphical representation on the effect over the main KPI which would provide an immediate view over the performance.
• Secondary level: Break the Traffic in different segments and major its KPI compared with last weekday.
• Third level: Consider the top 5 negatives and top 5 positive and further break down the Secondary Level data.
• Fourth Level: Consider the origin of the data and keep the track of top changes or new entry among top 10.

Having segmented data would allow visualizing performance and dedicating the performance which could have impacted the overall performance. Also, it could be essential to concentrate on certain segment which is positively impacting the performance.

Brand, Brand, Brand everyone is trying to build their brand. Be either offline or online. In this era online presence is a must. Building a website and developing a logo alone are not the only work. Having an online presence, investing on offline advertisement, affiliate marketing, email marketing, online marketing, media presence etc. are all the channel which is needed to build a brand. Building brand is a constant process.

On numerous occasion it is mentioned to advertisers - "Why do we need to do PPC on our Brand terms? We have our website and organic link would appear if people are looking for the brand terms".

It is always good to have your website present if the brand term is being searched. There isn't any guarantee that the searches being made is only the brand term but it could be combination of brand terms and competitors brand term. It could also be that the searches are being conducted as a long tail which would than result the organic search not to appear for long tail keywords. No visibility means lost of opportunity. Being in the market it is always necessary to mark the presence when the searches are being made. It is a must to be mark the presence when people are looking for you. This could be tackled easily with the help of PPC.

A common mistake which is seen widely in the company while a promotional campaign is being executed. All the efforts are than places in an offline arena completely ignoring the online market. This would result into not tapping those people which see the brand offline and conduct their research online. Having offline campaign on and no supportive online campaign would lead towards loss of opportunity or even worse allowing the affiliate to cash onto the efforts made offline. It is equally important to conduct both offline and online advertisement simultaneously. Although the offline conversion could be a macro conversion, other sources could be considered as micro conversion. Classifying the conversion into micro and macro conversion could overall change the picture the way a brand is perceived.

Brand strength is a long term investment. It is equally necessary to build the brand first and then protect the strong brand which you have. The brand equity is just like financial equity. The longer the brand is existing in the market the more it is able to leave the mark in the mind of audience. It may also start to blend with the culture as people trust the brand and love it as they grow with the brand. Building a new brand is difficult but not tapping the market when the searches are being made is worse. It is more or less of a crime against the fundamentals of brand building cycle.

How can one build the brand Online? The following areas are specifically available for online marketing

• Online Search
• Content Network
• Image Searches
• Re-marketing
• Email Marketing

How can one utilize the data gathered from Brand? The metrics which would play a role in identifying the performance of how the brand is moving.

• Impression on the Exact brand Term
• Increment in Visitors
• Visitors Loyalty  (Repeat Visitor)
• Time spent on the site
• Bounce Rate
• Total Page Views

Google Adwords provides various kind of reports which are available under the dimensions Tab. These Reports are available under a drop down menu and are namely -

• Day of the week
• Day
• Week
• Month
• Quarter
• Year
• Hour of day
• Destination URL
• Conversion Tracking purpose
• Conversion Action Name
• Demographic
• Geographic (Formerly: Geographic Performance Report)
• Search Terms (Formerly: Search Query Report)
• Automatic Placements

If we see tons of traffic pouring in and not enough visitors are seen over the website. A common question pops in mind why the Click Through Rate is down? This drop in Click Through Rate could be brought about by following reasons:

• Adtext is not appealing.
• Lower average position resulting less clicks and reduce in CTR.
• New/Existing player bidding aggressively in the market.
• Lower Quality Score.

All these above scenario could be improved by improving the Adtext by improving the message being delivered. Increasing the CPC could result into better average position and resulting into more Clicks. The quality score could be improved by tightly targeting the adtext and keywords and also tweaking the landing page. New player keeps coming in market and existing player would become aggressive at times this could be difficult but google adwords automated rule could help overcome this. To improve the CTR please follow the tips mentioned below:

• Continous A/B testing to improve the AdCopy.
• Ensure the CPC bid would leave towards Top 3 spots where the click density is high.
• Include Sitelinks this would improve the presence of Adtext and resulting in improved CTR..
• A proper call to action.
• The message in the AdCopy should match the content of he landing page.

Example of AdCopy -

The above AdCopy could be improved. But before the new AdCopy is placesd it is recommended to do A/B testing over the AdCopy.


An example on the way ti would be displayed for short headline.

Longer Headline in AdCopy - 
Google recently started providing the Headline which is longer than 25 Characters. The longer Headline is more appealing providing To qualify for this longer Headline certain criteria should be met. Now having said that I would lie to rephrase that it is in fact not a longer Headline, but it is more of less of presentation of the AdCopy. Will this help? Yes, study shows that having longer headline improves the chances of CTR. It stands out and is more appealing than the Short Headline.

Minimum Requirements to meet longer Headlines requirment -

• Description Line 1 should end with proper punctuation.Example - Period, Question mark and Exclamation mark.
• Enough traffic for the search term which allows the ads to appear on the left side of top 3 spots.

Example -

It is seen that having a longer headline text would improve the CTR between 3% to 25%. On average a 7% improve in CTR could be seen across both non-brand and brand terms. This improvement in CTR could be assumed to be as a result of better user experience and visibility of the PPC advertisement over Organic result. The key take away from the combination of headline should be that the description Line1 and the headline should provide enough information for the people to click on the Ads. The Line 2 would serve as secondary information which AdCopy is trying to deliver.


Longer headline, it is the combination of Headline plus the description in Line 1.



Beside the longer headline which is the combination of headline and Line 1, it seems there are some results seen which infact has headline longer than 25 characters. It won't be surprising if it comes into picture sooner or later.

A combination of Search Query Performance Report (SQR) and Geographic Performance Report could provide an insight about the type of queries which are being triggered in a Country/Territory, City and Regional view of Keywords triggering impression and clicks. This combined approach could then guide any advertiser to open a separate campaign and target specifically the region and type of keywords.

Unfortunately at the moment we do not get these kind of reports but rather a separate report to check the Search Query Report and Geographical Performance Report. The workaround could be separating the campaigns and targeting them separately but this is not enough to see granular view of query data. The hidden information on how many clicks each of these keywords are being triggered in each region could help advertiser not only target the campaign but also lead towards classifying the marketing 3Ps (Product, Price and Promotion) separately.

If the optimization of keywords are being done with the aid of SQR and we are not considering the origin of the clicks than removing a country/territory, city and region than we are making a biased decision and are rather cutting off keywords considering the entire campaign. This is true for those advertiser whose Campaign are targeting multiple country at a time. Thinking out of the box, one campaign per country targeting is essential but than this would lead towards a massive change over the account and campaign structure. Hopefully, these kinds of services are available in the future, hence my wish list for Search Query Performance (SQR) and Geo Performance Report would hit the top of my request.

CPC (Cost per Click), a metrics which revolves around driving visitor to the website and in return accruing costs. For every click there is a cost associated (if  the model revolves around Pay Per Click). Overtime if CPC starts increasing for a keyword  it could be due to poor quality score or there is tense competition in the market. Mostly during peak season the CPC tends to increase as every advertiser would become aggressive.

Value Per Click is a metrics which revolves around the ratio between goal or conversion and clicks. This metrics will allow us to measure the quality of the clicks. In theory if the number of clicks increase over the site the conversion should also increase. More clicks should result towards more conversion. If the clicks are increasing and conversion remains stable then the quality of click being bought is not good.


Increasing CPC would lead towards more clicks and these extra clicks should result into conversion. Quality of clicks should always be placed into radar and this could be done by measuring conversion rate. It is obvious that conversion rate goes down initially as new clicks bought are to be optimized. Once proper optimization over the keywords is done the conversion rate or value per click would become stable. A 2.00% conversion rate is always good.

Visitors landing on the site are those who are interested in the products and posses more probability to convert as compared to those who have never visited the site. A visitor leaving the site without any transaction is missed opportunity and as the saying goes "everybody deserves a second chance". Remarketing has brought the new concept of targeting those visitors who had earlier been to the page and had left without transaction.


How Remarketing Works?
Once opted to run campaign as remarketing, Google implants cookies on every visitor those who left the site without any transaction. The length of these cookies could be upto 540 days. A proper campaign targeting should be implemented considering the KPI (Key Performance Indicator) of the page where the visitor departed. Both inbound and outbound metrics are to be considered in order to run a successful remarketing campaign. Once the campaigns are set properly ensure the text Ads, images or rather call it as offers being shown to these visitors are lucrative to ensure clicks converting into conversion.

Opting to run in a remarketing would require creation of audience. Three basic type of audience to be considered could be -

• General Visitors
• Visitors Abondning the transaction cart
• Visitors who left didn't enter the transaction cart

Audience creation could be one step towards a successful remarketing campaign but it should also be followed by a lucrative and more impressive creative. Offering discount and using the terms like we missed you, or even the cart is missing you could be certain creatives which are useful. Think out of the box as those visitors who left the site once they were towards their final step of committing transaction is crucial for every industry. Successfully converting even 0.25% of those visitors who left the shopping cart could improve the conversion rate. Targeting visitor for the first 30 days with different Adgroup and later serving them with another AdGroup is also an acceptable option.

In a nutshell, remarketing is a mixture of converting a missed visitor into a customer with a strategic plan, a mindful approach,  targeting the campaigns and delivering a lucrative Ads such that every dollar spend on the remarketing would result into a successful marketing campaign.

Google instant, has redefined the way we search. As we type along suggestions are made by the system, it is indeed helpful and people would tend to rely on the suggestions being provided in the search box. This lead towards less thinking and influence the query as per the suggestion made by Google instant. The main advantage of Google Instant is that there would be less new query and it would also reduce 30-90 seconds typing and  2 to 5 seconds per search. There are 20% new queries seen coming every month and these new queries are search terms which Google system had never recorded.

Google instant also gives the feeling towards he death of long tail keywords. The death of long tail keywords would mean that more competition in popular terms overall increasing the CPC. The google instant also gives the feeling of death of SEO. Well, it won't be a total death but rather an intense competition over the popular query terms.

As we are moving towards an instant era of search engine, the results are displayed in the search box and the resultant page changes instantly. One important thing to note for Adowrds advertiser is that as the user types, the suggestion are placed in the search box. If the user stops typing for more than 3 seconds those partial query displayed in the search box in grey color are the terms that would appear on the Search Quer Results (SQR).

PPC - Pay Per Click - Every Dollar spent for every visitors brought via SEM model. The basic concept in PPC revolves around keyword. The art of advertising via PPC is straight forwad. Get the keywords, associate with AdCopy and bind these as an Adgroup. These Adgroup should belong to its parent Campaign with proper location and language targeting. Initially a campaign must run in CPC mode.

There are different bidding strategy for PPC -

• CPC (Cost Per Click) Model
• Auto Bidding
• Manual Bidding
• CPA (Cost Per Acquisition) Model.
• Target CPA
• Max CPA

The difference between CPC and CPA mode is that a campaign cannot opt into CPA mode until and unless it has 30 Conversion in last 30 days. CPC model is straight forward and for every search query where the keywords are eligible for an auction the ads would appear. A click over these ads would lead towards a cost resulting a visitor for the site.

It is mandatory to have the conversion tracking installed on the thank you page such that it could be measured by Google. Google Adword system starts learning the conversion under the environment they occurred and starts building intelligence. Once these CPC campaigns are eligible for migration to CPA an option button is available. The transformation from CPC to CPA occurs as per the value suggested by the Google Adwords at the campaign level. This suggested value is merely used for a smooth transition as they are used as a default value for the Adgroup. The keyword CPC is stored just in case the advertiser wish to switch back to CPC mode.

Target CPA is the indication of amount of money the advertiser is willing to pay per conversion, the target CPA is always respected and it would not incur over +-10% of the target CPA. While on the other end, Max CPA would work under the model where it is allowed to spend maximum amount indicated. Hence every other auction where there is eligibility for conversion in an auction the Ads would not be displayed once the max CPA has been achieved for the day.

The CPA is always respected and the ads are displayed considering various criteria such as origin of the visitor, time the ads is competing in an auction, browser setting etc. To improve the performance these PPC metrics should be measured constantly.

Which Model should we Chose?
CPA model is more or less a indication that the advertiser trust the Google Adwords system and let the adwords system decide when, where and which position Ad would be displayed. The advertiser has to completely rely on the system and there would be less maintenance on the advertisers end. There is no bidding required for keyword rather there is a need to update the CPA bid and review SQR (Search Query Result). The CPA is seen as Adgroup bidding  strategy.


Precaution when running in CPA:

• Ensure that the conversion tracking code is placed across all the pages as the CPA model relies on conversion.
• It is not a good practice to switch CPC to CPA and vice versa.
• Periodic update of the CPA bid is essential for the advertiser.

CPC model is directly associated over keywords bidding strategy where user controls the bid over all the keywords. The Ads would always participate in the auction provided that there is enough budget and the search query triggering the ads are eligible to participate. SQR, Keyword Bid management are sole responsibility of the advertiser would have to dedicate more effort as compared to CPA model.

Regardless it be CPC or CPA a constant monitoring over the traffic, conversion  along with its main metrics is a must. Benchmark data and understanding PPC metrics which drives performance are vital towards success of any Campaign.

Please read more about CPA bidding strategy.

PPC focus should not be only ROI but also the factor influencing the growth of better performing campaign and optimizing the bad ones to make it profitable. There are various drivers involved in driving the pay per click –

• Click Through Rate (CTR)
• Average Position (Ad Rank)
• Quality Score
• Impression Share
• Bounce Rate
• Conversion Rate

These above metrics play are the most important part in improving campaign and its performance. As holiday season approaches we should expect more traffic. These traffic should be optimize so the overall KPI of the SEM is met. Measuring the success of online advertising is defended by the popularity of the ads being served to public which in return would deliver conversion.

Click Through Rate (CTR): Number of Clicks/Number of Impressions
To measure the performance of the adtext CTR plays the most important role. This metrics helps evaluate the interest of the person willing to buy the product. Having a lower CTR would help understand the importance message being delivered to the audience is not impressive to engage them to visit the website. Hence action should be taken to improve the Adtext.

Average Position (Ad Rank): CPC Bid * Quality Score
The actual position of the Ad being displayed in the search page.The position of the Ad is calculated based on Quality Score and the CPC bid which the advertiser is willing to pay. Total clicks accrued could vary by position. 

Quality Score: Average Position (Ad Rank)/CPC Bid ) + Other Factors
Computation of Quality Score involves various metrics and is a range between 1 to 10 where 1 being the poorest and 10 being the best. Higher the quality score lower the CPC. Factors involved in computing Quality score is mentioned below:

• Historical Performance of CTR and Accounts
• Click Through Rate (CTR)
• URLS of the AdGroup
• Ad Copy Relevance
• Relevancy of the Keywords with the Ad Group
• Relevancy of the Keyword matched with the Ad and the Search Query
• Quality of the Landing Page
• Loading Time of the Landing Page
• Geographical Considerations where the Adwill be shown
• Other Factors

 
Conversion Rate:Total Goals Met/Total Visitors
 An indication for the quality of the clicks being bought. Higher conversion rate indicates that the quality of the clicks are good and the right product is being offered to the visitors. A goal could vary from industry to industry, a registration could  be consider a conversion for one company while purchase could be goal for another. It should always be in the norms of advertisers to improve conversion rate.

Impression Share: Total  Market Impression - Total Impression where Ad participated
It indicates the share of voice in the category the competition where the auction participated. Once the account is set the category of arena to be competed is chosen, the ads are displayed in the same category and impression share indicates the lost of opportunity due to impressions share. These loss of opportunity could be due to budget limitation or could be due to poor quality score.

Bounce Rate: Total Visits on the Page - Total Visitors left without any activity on the Page
It is one of the most important metrics for any online business. It indicates the visitors interest over the page once he landed on it. If the user leaves without any activity or viewing any other pages of the site it would be an indication that the information which he was looking was not found on the page. Lower the bounce rate better the page would be.

All these above metrics are a proper way of evaluating the performance  the Campaign. The success, failure and the improvement of the campaign could be made if the above metrics are measured effectively. To measure the metrics properly it should always be considered with the industry specific benchmark. Nevertheless the trend over the period of time could also indicate the performance of the campaign.

With the right combination of keywords and creative would help the site convert the visitors into customers. Retaining the visitors and growing the business is another integral part of PPC. As for every dollar spend measurement and optimization is always critical to hit the goal. In the end it is always a best practice to benchmark the conversion rate within the vertical the business is competing.

Reports are vital for any kind of business either be offline or online. Various reports would have various needs and to carter these needs a daily, weekly or monthly reports could be considered vital. PPC reports are vital for every advertisers and these reports are a must. Some common report which needs to be prepared to measure the performance and also optimizing the campaigns. A guide over Daily, Weekly and Monthly report are discussed below.


Daily Report – A daily checks should be done over the budget and spend. A sanity check over the spending is a must so as to check there is no sudden spike over the spend. Other major KPIs should not be ignored like Avg. Pos, Clicks, Conversions etc.

Weekly Report – This would refer as Week-Over-Week comparison of factors which is best represented in graphical manner which is easy to understand. It would now depend on the size of advertiser to present the result in account, campaign, adgroup or keyword level. It is often wise to consider the offer message (AdCopy)n which brought resulted into conversion.

Monthly Report – The overall performance of PPC over the month with a comparative analysis over the last month and same year last month should be expected. It is best viewed in a trend chart and index view highlighting major KPIs and achievement over the target set.

Quarterly Report - These reports are the measurement of performance for which the KPIs were set. For instance if the KPIs were set over Gross Contribution it would be wise to do a comparative analysis over the quarter. Moreover a comparative analysis lat year vs this year over the percentage growth highlights could give a visibility over the yearly growth over the quarter result.  

The metrics to be reported would now depends on the KPIs and goal which would differ over business.

Cost Per Click an online marketing model which was started in the year 1998 by Omniture currently owned by Yahoo. Google then during 1999 started its first baby step which was soon to become the leader in Cost per Click model. It was not until October 2000 the Google Adwords an online marketing tool hit the online arena. The model was real simple provide relevant result based on the users search terms. It created an ecosystem which carved the path of advertising in modern way over the internet. However a true Pay Per Click (PPC) started in the year 2002 earlier than the advertisers were charged based on Costs per 1000 Impressions. It is now 2010 and in past 10 years a small baby Cost Per Click is taking a giant step and modeling in a Pay Per Click real-time auction. Learn more from - PPC Wiki

This brief note gives us an idea how new this platform is and how fast it is indeed growing. Online advertisement using Pay Per Click models is not limited to Search Engines but also includes search networks, content networks and even image networks. These mode of online advertisement can play huge impact in brand building. Recognition and brand presence in ll the form of online arena can play a dynamic uplift in reaching the goal. The importance of SEO lies in its own basket, it more or less practice about fresh content and even real-time content. Too much of competition and only 10 spots are available in the resultant search engine page. A constant update to lie in top spots in the form of organic search through SEO will certainly pay of but it would require investment of time and energy. And in the end losing valuable goal.



Organic Search Result


Image Search Result

A true online company highly engaged in E-business would prefer and is a must to have a real target marketing to reach out its users via Pay Per Click. The sole purpose of them getting engaged in online marketing arena is to provide more relevant information and be present to serve the audience. Marketing is an investment and every penny spend on these marketing efforts can yield a good result. Having a right product can play a huge impact but having a right product without a proper marketing is of no use. Purpose of every marketing campaign could be different one might be for acquiring consumer another might be to create a buzz no matter what the ultimate goal could be there is a need of marketing. And when it comes to online marketing PPC comes in everyone mind. 

PPC if done properly it can play a vital role in uplifting the need of business. There are various core metrics to be understood when one gets engaged in PPC. Search results are common terms which are also referred as search queries. This is a medium of input when the user feeds its query. The resultant output would trigger the ads and hence comes into action would be metrics associated with Pay Per Clicks. There are metrics which are named as Impressions, Clicks, Costs, Conversions, CPC and so on.