Google’s Pay Per Call Advertising Updates
At this point, you are probably quite familiar with how bidding for ads works on AdWords. Now those bidding capabilities are transcending the click-through world and are being passed on to phone calls as well. By that, I mean that advertisers in the United States and United Kingdom can place bids to trigger more calls from campaigns using call extensions with call metrics.
Previously, whenever a call metrics number was dialed from a desktop or laptop device, the advertiser incurred a flat one dollar fee, or the equivalent of $1 US in another currency. Now, advertisers like you can pay a fraction more, or sometimes even the same amount, to both improve the position of your ads and drive more calls for your business.
In order to use this service, you can set a maximum bid per call at the ad group level. This maximum specifies a cap on how much you are willing to pay for each call that is generated from a desktop or laptop device. This maximum number, as well as your AdWords Quality Score, will be utilized to determine your ad’s rank on the Search Network. This factors into the principle that ads with higher ranks will generate more calls and clicks, and eventually produce higher return on investment.
Your Quality Scores for phone calls are measured apart from the Quality Scores that are associated with clicks. The existing “Phone-Through” rate (number of calls generated divided by number of times phone number appears with the ad) affects Quality Scores for phone calls, as well as other undisclosed factors.
When determining your maximum bid-per-call, please consider the value of those individual calls to your business. Bearing this in mind, be sure to measure how likely it is that a call will lead to an actual conversion because these bids can become pricey when you are paying individual dollar amounts for each call generated. Also, be certain that the daily budget you have allowed yourself in your AdWords account is higher than your total bids. If your bids out measure that allowance, they will not appear on the web at all.
The minimum bid-per-call is still $1 US, but you have ultimate control of how high you want to set the maximum. The bid-per-call service does not apply to calls generated from mobile devices. Those clicks will still be subject to the typical cost-per-click rates for the advertiser in question.
You can access information about the generated calls in your account by visiting the Campaigns and Ad Group Tabs in AdWords. Here you will be able to access a detailed breakdown of valuable call statistics such as costs, duration times, area codes, and the original ad groups which triggered the calls. This information can be used to optimize bids and improve your results.
If you believe that more phone interactions will lead to solid conversions, then you should consider taking advantage of this new offering. Investing in these calls up front could lead to higher ROI in the future. It is a matter of strategy, so consider the pros and cons of using this service before spending heavily.
Exponential Revenue Growth – Four Strategies That Work
Why would you want to improve conversions on your website? Well, I can think of one very good reason… to make more money. Most of us look at increasing traffic to our site as the profit panacea and don’t also look at conversion optimization. These go hand-in-hand. You actually want to do both.
Even for some of us that do look at both increasing website traffic and at conversion optimization, we leave out some important revenue drivers that, with increased traffic and increased conversions could exponentially increase our revenues. For example, with increased traffic and better conversions, a higher average sale and increased purchase frequency can push your sales dramatically.
It’s no longer a one or two trick pony approach, it’s an overall look at as many drivers you can control. Let’s take a look at how these things can really grow your business.
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Writing Site Content that Shows Benefit
For many entrepreneurs and business owners who want to showcase their product or company on the web, writing text for their website can be problematic. Often, the difficulty stems from the business owner’s lack of understanding about how to articulate benefit for the end-user. That is, while the owner may understand completely why the product is good and why everyone needs it, writing about the benefit for the user can be difficult. This can be especially true if the product is an intangible, such as a service.
When I first started my business, a technical writing company that designs and teaches customized writing courses, I created content that was well-written, grammatically correct, and easy to read and understand. I am an English major, after all. But when I showed my content to a colleague, she responded with, “Why should I buy? What’s the benefit to me?” As the owner of the business, of course I understood the benefit and my first thought was “Well, everyone needs to know how to write more effectively! That’s the benefit.” However, as I re-read my content, I began to realize that I had not done a good job of showing benefit for my targeted audience; I had assumed that everyone looking for my product would immediately understand the benefit. While I had described the services we offered and their cost, I had failed to consider why visitors to my site would prefer my product over someone else’s and/or how their lives or jobs would be improved by buying my product. What I had to do to was to step back, think critically about my end-user, and carefully analyze the true benefit of my product.
To determine potential benefit, I used a strategy that I teach in my classes: the concept of WIFM, or “what’s in it for me?” People, after all, are most interested in how the world and the things they buy impact them. Therefore, I focused on answering a number of questions:
- Who is my target audience? What is their education level and profession?
- How busy are they?
- What about my product would make their job easier?
- What is the biggest problem this group faces in terms of the service I offer?
- How will my product or service solve their problem?
Understanding that our target audience was probably educated allowed us to structure the content and use language to appeal to that group. Determining that they were also probably very busy meant that we had to, early in the text, capture their attention and describe how we could help; we couldn’t afford to put the most critical information about benefit late in the piece. The problem/solution rubric we developed helped us understand that most professionals have to write as part of their jobs; however, many of them dislike writing or tend to procrastinate when faced with a writing task. Thus, we focused on articulating strategies that we could provide that would make their writing tasks easier and less onerous. We were able to create text that focused on users and that told them how our courses could help them solve their problems.
While ensuring that the content of your site is well-written, clear, and grammatically correct is vital, it’s also crucial to ensure that your site shows visitors the benefit that they can derive from buying your product. Take the time to carefully analyze your visitors and how your product can solve their problems—it will be time well spent.
Guest Blogger Bio
Pam Hurley, PhD, founder and president of Hurley Write, Inc., has a varied background in developing and teaching writing. She has taught writing in academic institutions, including Duke University, The George Washington University, and The University of North Carolina, and in various industries and companies. She has, and continues to, develop and teach scientific, technical, and business writing to large and small organizations, including government; pharma, drug development, and biotech; and engineering. Clients include Sikorsky Aircraft, Novartis, GSK, Parsons Brinckerhoff, Southern California Edison, The Chemical Safety Board, and ConAgra (www.hurleywrite.com/clientlist.html).
Pam, an award-winning lecturer, has developed a series of online writing courses in technical writing, scientific writing, writing standard operating procedures (SOPs), and writing the scientific manuscript. She has published various articles related to writing in The Federal Register, The Monitor, Biotechnology Focus, and Training Magazine. Pam also edits various technical and scientific documents and provides individual writing coaching.
Internet Marketing Resources to be Thankful For
For those just getting started in the internet marketing arena, it can be a daunting task to keep up with the deluge of information that is put out there on a daily basis. There are numerous blogs, videos and webinars with great information that is not to be missed. Hiding your head in the sand isn’t an option if you’re going to stay ahead of the game and stay at the top of the SERPs. But how do you sort through all of it?
First of all there are nifty recaps that are compiled everyday that highlight informational posts from around the web. Here are several to get you started:
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Bottom of Page AdWords Ads
Google has performed series of tests showing that placement of ads on the Google search results pages greatly affects click-through rates, and ultimately, customer conversions. Based on these findings, Google has rolled out a series of position-based updates over the last year to ensure that ads are performing to the best of their abilities.
I am sure you remember when Google introduced “Top vs. Side” segmentation
over this past summer. Not long after Top Vs. Side was released, select users began to also see ads at the bottom of search pages, leading many to believe that this was the next attempt at testing how position directly effects performance in AdWords.
Last Wednesday, Google officially announced that position options are indeed expanding further to include the space at the bottom of the page. Now, when a user enters a search query on Google’s main search page, they may begin to see related AdWords listings beneath the associated search results. According to the search giant, ads appearing near the bottom of the page have consistently performed better than their counterpart ads that are appearing on the sides of pages.
The reasoning behind the higher performance rates is logical. The professionals believe that when ads appear at the end of a series of search results, it just fits in better with the way that humans read. Because it has a familiar and natural flow of top to bottom, users are more likely to notice the ad at the end of the results and eventually click through, if it is of interest to them.
Each placement is dynamically optimized just like the search results to ensure that individual users are being reached in the most effective manner. That being said, ads positioned at the bottom of the page and ads appearing on the side will be mutually exclusive in search results. This means that if a user sees ads at the side of the page, they will NOT see ads at the bottom, and vice versa. This is to ensure that the search results pages do not become oversaturated, and so that they continue to have a clean, easily legible flow.
Google plans to rename “Top vs. Side” to “Top vs. Other” in the coming weeks. This segmentation will include the new bottom of the page position as well as other experimental placements that may come to be in the future. By visiting this tab in AdWords, you can easily compare positions to see where your ads specifically are performing their best.