Posts filed under ‘ppc’

Page laod time to affect fortunes of Web analytics companies

Online Auction space at google is getting hot and interesting. Now landing page load time will also affect google adwords quality score, earlier it was dependent on keyword relevancy to the ads , keyword’s historical clickthrough rate (CTR), quality of landing pages and account history and other relevancy factors.The move by google is definitely good from customer’s perspective as it will enhance the user experience and would also help the advertisers as people are more likely to visit the site which loads quickly. So now we have to ensure that besides all other things, our pages load fast. Find link to best practices to increase your load time at: http://developer.yahoo.com/performance/rules.html

Though advertisers can definitely use best practices to improve the landing pages. But what to do with google analytics script or scripts from other analytics tool providers. They are just dragging the time it takes to load a page. We are in double whammy on the one hand – we need to use analytics tools to know our customer’s and on the other hand – analytics tools take so much time that it may jack up download speed and ultimately the adwords cost. So now for the first time advertisers who are not using any tool may get benefited as the load time for their pages would be less. I think problem is real and Google should at least discount the time taken by at least one analytics tool so that advertiser using just one analytics tool are not discriminated.

While site visitors and advertisers may benefit from the new rules, it has the potential of upsetting market dynamics of analytics companies. Some of the advertisers use multiple analytics tool – one paid and another free (google analytics) or may have their internal tools to measure some important aspects on the site. Now they would be forced to review the returns of using multiple analytics tools and would be forced to use only one tool. In all likelihood this move can benefit the google analytics tool – as it is hassle free, easy to install, faster than other analytics tools and, can easily integrates with adwords account – so may become the first tool of choice for new advertisers or advertisers interested in just one tool.

Do share what do you think?

March 11, 2008 at 8:22 am Leave a comment

Questions to ask before opting for Automatic Matching Option

It is widely known that Google is coming up with a beta program: “Automatic Matching Option”, which expands your reach and spend the rest of your budget by allowing Google to find matches that go beyond broad or extended keywords. Can it be really useful for your campaign, ponder these questions before taking any decision.
It may be beneficial for the companies who are using PPC for branding initiatives and using low bids as they would not be required to painstakingly find relevant keywords – system would do everything for them .But implementing the system for lead generation could be nothing less than catastrophic and would result in increase in lead conversion cost and would bring irrelevant traffic. It is quite simple, keyword quality score depends upon landing page content, adgroup content and keyword history. For any keyword under “automatic matching option” – landing page content and ad content may not be relevant which will spike up the ad cost. Another thing which is not favorable for using the option is “control would lie with the google’ – so initially for few months you may get positive ROI but one can never be sure of continued positive returns.

Yet another thing which forces me to doubt the option is how relevant is “keyword matching tool” for your campaign. Obviously we don’t use all the keywords suggested by it. So if “automatic matching option tool” uses keywords just like “keyword matching option tool”. Will such keywords would be relevant to the campaign and can they give positive ROI?

Let me try to explain it further.
Just research the query string used by people coming to your site using broad keywords without using negative keywords, you would find lots of irrelevant traffic. We generally restrict the irrelevant traffic by using the negative keywords when they become obvious to us or when we find them through “keyword suggestion tool”, or by researching the query string. In short – we are able to catch and restrict unrelated keywords when we find them. Now if there is no system to find negative keywords in “automatic matching option tool” – we may not be sure of what kind of keywords google is using. And if they allow us to find and restrict negative keywords – wouldn’t it too cumbersome to control it – thus defeating the purpose.

I think google should not try to take all the control itself and instead should empower the companies by providing us tool which makes us avaialible all the relevant keywords so that we can take decisions consciously.”

 

February 29, 2008 at 12:56 pm Leave a comment

Google Adwords Qualified Professional

adwords qualified professional, ppc expert
Last few days were very eventful. First it was a trip from Mumbai to Delhi on road, then it was a very successful online marketing conference in New Delhi by OmCareers.org ( I am co-founder here), then it was successful passing of my google adwords professional exam.

I was little busy for last few days so could not post anything.
By the way I passed with pretty good score ( 87.2%) and am a qualified google adwords professional now 🙂 . Find here link of my credentials:

I will be soon writing about how was the exam, what were the important questions and how one should prepare for it.

February 25, 2008 at 10:17 am Leave a comment

Yahoo- Pls Understand marketer’s problem, Why not Copy google?

I was really frustrated with the slow speed and uninteresting interface of yahoo search marketing website and thought of taking the advice from horse’s mouth. I asked yahoo search engine marketing rep, “whether there is any option which allows marketers to target all the geographies using a single account”. After all it is frustrating to create more than 5 accounts when a single account can be sufficient.
Pat came the reply – there isn’t it.

On being told that Google offers such option? Pat came the reply – We are yahoo and not google and this is the way it is. I was initially surprised by their policies, while all the companies are making things easier for their clients – they want to ensure that their clients have a difficult time with managing yahoo account. Some reasons which are coming to my mind – why yahoo is like this, need help from all of you if anybody has a better answer to it. Perhaps they are not listening to their client’s frustrations?
Perhaps they are used to do hard work rather than smart work?
Perhaps that is part of their psychology since they started business.
Could you get the similarity – allow me to explain. While google used program (popularly called spider) to rank the searches – yahoo based the searches by manually checking the sites.

The problem with yahoo is that they were quite never able to get over their hard work mania. Ok if you want to be like this. But at least let your customers some smart tools so that they are not wasting their time. While google allows you to instantly post the ads – yahoo was earlier taking upto 3 days to post the ads. While they have corrected this anomaly in their current version, they still don’t allow you to target all geographies with the single account.

November 22, 2007 at 12:51 pm Leave a comment


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