Ok. It’s been a long week already and it’s only Tuesday. I am a day late and it makes me a bit upset, but as the French say C’est la vie!

So let’s take a look into bidding in the pay per click marketing arena. So if you are asking yourself how important is bidding? Well it is absolutely vital to your campaign, if you are over-bidding you are getting prime placement, but may be getting erroneous clicks. On the flip side if you are underpaying you are getting lower position and fewer clicks. I know you are saying, I already know this… But what if I told you that in order to effectively manage your campaign you need to find that sweet spot CPC in order to be spending wisely.

I am talking about Pay Per Click thresholds. In other words what is the most you are willing to pay for a conversion from a set of keywords.  So let’s talk more in depth on how to figure out what your threshold is.  The formula to find your CPC threshold is simple:

Total Value of Conversion * Percentage advertising spend * Avg Conversion Rate Percentage = CPC Threshold

So now you know the formula. But I know as I originally did years ago when starting a new, is how do i find out my advertising spend and when starting from zero how should I estimate conversion rate percentage? Well a good baseline for advertising spend is no more than 15% and a sound conversion rate can be based on an assumption initially off of if you were to sell 100 of your widgets how many would approximately sell and that would be your conversion rate until you get about 30 days of baseline data to tell you otherwise. Granted using this assumption might cost you a little more in the short-term, just keep in mind you are bidding on keywords and just because you spend a little more now doesn’t mean you aren’t spending wisely, you will gradually taper your spend to a wise and effective amount.

In my experience I have seen numerous companies just spend and spend to get that number one position in PPC however I will be quite honest  I have found that getting your ads in the 3-6 position range which puts you on the right side provides a better conversion rate. The top ads unless extremely niche and exact match targeted provide a lower conversion rate and higher CTR, in other words an unwise spend, there are other ways to pay to just get clicks! I don’t know about you but I would take fewer clicks and more conversions.

So with this all being said, I will just re-iterate the importance of finding your CPC threshold and maintaining it to spend wisely and keep in mind even if you are selling a Rolls-Royce product stay on top of managing your spend or you will exhaust your daily budget faster than a speeding bullet without getting the conversions your business needs

Inside upSurge Marketing PPC

upSurge Marketing LLC was founded for the purpose of utilizing the vast experience of our experts to help businesses increase ROI and guide them through the conversion cycle. In today’s market billions of dollars are being spent with pay per click marketing and surprisingly many businesses don’t have the resources needed to manage this online marketing strategy.

We bring over 10 years of expertise to the table with our roots being in traditional search engine optimization and pay per click marketing strategies. What differentiates us from other consulting companies, is just that, we are not a consulting company. We specialize in PPC marketing and make it our business to know all of the ins and outs of this market. We are conversion experts that analyze your business, current PPC campaigns if applicable and generate the results you need to succeed. We offer you all the tools to monitor the success of the service from implementation through day to day activities.

upSurge Marketing was founded on the methodology that we succeed when the customer succeeds. We put our business reputation on the line each time we obtain a new client to ensure we understand the business we contract with so that we can make your campaign as efficient and effective as possible to get you on the upSurge.

http://www.upsurgemarketing.com

Whew… Cutting it close for this week’s blog, sorry to keep you waiting, this week’s is short and sweet.

Let’s get real. Pay Per Click ads all look the same, let’s face it.  They all use all of the buzz words Premium, Superb, Affordable, Best, Super. Ok, here is a crazy thought instead of being a sheep, be the shepherd and quit doing the same thing everyone else does. Let’s think about what is being said in ads and put it in a real world example. If you were to go drive by 10 billboards on the side of the road that all essentially said the same thing about the same product but different manufacturers would you remember who said what?  Would any of the ads of made a mark on you? As the great Seth Godin says, “be remarkable”.

Ads now a days are so vague due to character limitations from Google that people forget that a consumer or business needs to understand and be engaged with your message to get them to click. They way to think about your ads is what would it take for you yourself to click on the ad. If you were to search on a topic what would you be looking for? It’s really surprising that people are so gung ho to get their pay per click campaigns running without really thinking about the message. A lot of businesses spend so much time on the post click pieces (landing pages, forms, databases) that they forget that really the most critical piece outside of setting up your campaign is the message once consumers find your ad.

I know this topic may not be as exciting as others, but believe me you need it!

Getting back to last week’s topic of Quality Score, let’s not lose sight of this topic. I know I am repeating a note from last week but relevancy is always key, when you are creating your ads be sure to add your keyword phrases into your ad title copy, this increases your quality score thus making your ad stand out and have the keyword or phrase be bold in the title. It’s the little things and always be sure your pay per click ad when you read it doesn’t make you think “I said what?”….

About upSurge Marketing

upSurge Marketing LLC was founded for the purpose of utilizing the vast experience of our experts to help businesses increase ROI and guide them through the conversion cycle. In today’s market billions of dollars are being spent with pay per click marketing and surprisingly many businesses don’t have the resources needed to manage this online marketing strategy.

We bring over 10 years of expertise to the table with our roots being in traditonal search engine optimization and pay per click marketing strategies. What differentiates us from other consulting companies, is just that, we are not a consulting company. We specialize in PPC marketing and make it our business to know all of the ins and outs of this market. We are conversion experts that analyze your business, current PPC campaigns if applicable and generate the results you need to succeed. We offer you all the tools to monitor the success of the service from implementation through day to day activities.

upSurge Marketing was founded on the methodology that we succeed when the customer succeeds. We put our business reputation on the line each time we obtain a new client to ensure we understand the business we contract with so that we can make your campaign as efficient and effective as possible to get you on the upSurge.

This week’s topic is the infamous Google quality score, everyone bow to its greatness as this is what control how much you pay for your click and the frequency your ad  is displayed.  I don’t know about all of you, but the more I think about quality scores, the more my head hurts. Seriously, this is one of the true key success factors of your pay per click marketing campaign and how you can get the best ROI and conversion rates possible.

What does all of this mean? Well, let’s put in in layman’s terms. If you don’t have the right tools and support in place you aren’t going to get all of the results you want. Google quality score is a simple mathematical equation decided on by the following pieces of your pay per click campaign:

• Landing Page Relevance
• Ad Copy
• Unique Content
• and Honoring your statements

What’s all this mean? Well essentially this means you have to do your research and stand up to your convictions.

Landing Page Relevance

This is pretty straightforward people. If you are going to advertise about a service, product or offering, then you better drive people to a page that is relevant to that topic.

Ad Copy

FREE… Sunday. Sunday.Sunday.. I don’t think so, the more unique you can get with your ad copy that is in line with your keywords for your campaign the better off you will be in your quality score.

Unique Content

Just because you say tomato and I say tooomato doesn’t mean you have unique content that Google has never seen before. If you are going to promote a product in PPC marketing be sure it is relevant and a unique way of promoting it.

It’s all about honor

If you say in your ad something is FREE or available now. You better deliver or your quality score will suffer and you will pay for your lack of honesty. Let’s think about what your mother always told you “liars and cheaters never win.” Be honest about what you are selling and stick to the basics!

So yes, at the end of the day Google quality score is a much talked about topic that many businesses ignore and pay dearly for it. Please, to be successful, don’t ignore the tools that are put in front of you. Google has put the quality score in their resources for a reason. Don’t bite the hand the feeds you and the pay per click leaders will get you the prize.

Ok.. So we all know that we can be a part of the pay per click marketing world and can bid on keywords but at what expense? I frequently find myself discussing this very topic with customers and businesses looking to get into this space, “is this going to be my best friend or my worst enemy?”

Alright I am going to come out and say it. Don’t look at pay per click marketing as “how can I get in and at what expense.” If you look at it that way, you WILL have a new worst enemy. So, you are thinking ok you have my attention. GOOD!

There are so many businesses of all sizes with this mentality and within 30 days they give up on pay per click marketing and say this just doesn’t work. Let me tell you that just because Superman knew that kryptonite was his worst enemy or weakness that he didn’t keep trying to win the war against the enemy. All I am trying to say is that pay per click marketing doesn’t have to be your worst enemy. If you use this targeted, low cost and effective tool correctly it can be your new best friend or your ally!

Pay per click marketing is a means to get the exposure for your site that you need at a budget you control. The beauty of having this new found friend is that you can tell this friend exactly where to be found, what time, and even as granular as a specific geographic location. Just think about that…. Isn’t that a perfect friend? A friend that is going to attract the people you want and potentially bring you money…

So to keep this posting pretty straightforward. I just ask to think pay per click marketing through and if you need a service that will provide that needed surge for your business get a hold of the conversion experts.

About upSurge Marketing

upSurge Marketing was founded on the methodology that we succeed when you the customer succeeds. We put our business reputation on the line each time we obtain a new client to ensure we understand the business we contract with so that we can make your campaign as efficient and effective as possible to get you on the upSurge and on your way to increased revenue and the highest ROI.

Website: http://www.upsurgemarketing.com/

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