In the life of any PPC account, you come to a point where returns are diminishing and your results … Read More
- Beyond the Paid – Bing Ads Device Targeting: Never Say Never – Bing makes an enhanced campaigns-esque move by removing device targeting. At least they are incuding a bid-modifier for tablets.
- PPC Hero – Growing the PPC Community – Matt Umbro joins the Hanapin team. Matt will now run PPC Hero in addition to PPCChat, though they will remain separate entities.
- Inside AdWords – New and Improved Content API for Shopping – Updates to the Shopping Content API include item-level data quality info, price and availability updates for multiple items, and easier integration with Google Shopping. The old API will be sunsetted February 2015.
- Clix Blog – Bing Releases Auto-Tagging for Google Analytics – Finally, auto-tagging. Auto-tag directly from inside the Bing Ads UI.
- Aim Clear Blog – Facebook Ads Reporting Summaries! Long Awaited Feature Launches – Save time with new Facebook Ads Reporting Summaries. Forgot the total row?
- Bing Ads Blog – Coming Soon – Bing Ads Editor 10.4 with Extended Targeting Enhancements – Bing Ads Editor 10.4 will include new features for working with targeting. Check unsupported AdWords imported geo-targets in the editor.
- Certified Knowledge Blog – Learn About Competitive Analysis with Mike Colella – The latest episode of Marketing Nirvana focuses on competitive analysis for Display campaigns. Know how to determine who to track.
- Righteous Marketing – Your Purpose as a PPCer – Don’t get caught up in an endless sea of tasks. Remember what the primary goal of all PPC efforts should be.
‘Til next time.
Google is always looking for ways to make more money from advertisers. Whether that’s enhanced campaigns or the Search and Display Select campaigns, their quarterly profits would indicate that they are really good at it. This story is a new way Google is trying to squeeze more money out of advertisers.
AdWords Really Wants You Advertising in Mobile Apps
The other day I was looking at the performance of a Remarketing campaign for one of my clients. They have an audience of 3,500 people, so it wasn’t getting many clicks or spending much money…until May 30th! Check the graph:
The “flat” line preceding this event is actually 2-3 clicks/day, but the scale makes them pretty much disappear. There is a little blip on May 28, but then on the 30th things go bonkers (who pushes code live right before the weekend? Evidently Google when they’re trying to pull a fast one).
Upon investigation I see tons of mobile apps clicks showing up in my placements. And as usual, they’re total garbage:
Interesting. I wasn’t showing up on stupid apps before. What changed?
Google Now Shows Larger Image Sizes in Mobile Apps
The majority of clicks came from our 728×90 and 300×250 image sizes that previously hadn’t been showing up in mobile apps.
My hypothesis is that Google changed their system to either resize these larger images or became more liberal with the serving of these ads on larger screens such as tablets. Have you seen something similar? Drop a comment below. I’d love to get some confirmation that I’m not taking crazy pills here.
And as always, to prevent these terrible mobile app clicks, add adsenseformobileapps.com as a negative placement.
Everybody needs a purpose. What is our purpose as PPCers?
In the PPC world there are so many great tools and resources at our disposal. If we are not careful, we will get caught up in the means and forget the end we are working towards. It is very important to prioritize correctly and avoid getting lost in a sea of less-than-effective tasks.
Here’s an example: One of your accounts has a higher than desirable CPA. You dive in, employing all available resources to bring it down – scripts, bid management tools, rigorous landing page testing, competitive research tools, et cetera. Soon you are running ragged.
In this case our goal (or end) was achieving a lower CPA. Our means were many tools and resources. Let’s say we achieved that goal. Now what? We would probably move on to the next goal – account expansion, increased automation, et cetera et cetera.
These can all be worthy goals for a PPCer. However, it’s easy to forget that these goals fall under a simpler, broader and more important goal.
Profitability. Say it with me. Profitability. Achieving the highest possible level of profitability in an account is your purpose as a PPCer. The sweet spot between the highest possible volume and the lowest possible CPA is the bull’s eye. Look:
PPC Profit = (leads*profit per lead) – (leads*CPA)
So as leads get higher, profit gets higher. AND lower. What?
Good, Better, & Best
Everything you could do right as a PPCer comes down to maximizing profitability. A lower CPA may increase profitability. It may not in cases where a lower CPA decreases volume and profit overall. Expanding an account may increase profitability. It may not when new traffic is significantly more expensive than existing traffic. Start with the right goal and keep in mind that these other variables interact with one another underneath it.
When we center everything we do on maximizing profitability we prioritize effectively, manage our time correctly and achieve secondary goals along the way.
What if your client has other priorities, or doesn’t understand the interaction of volume, CPA and profit? The customer is always right? Wrong! Sometimes your clients are wrong. Make suggestions. Bring things to their attention that could increase profitability, even if they have other priorities. You are the PPCer. Your primary (sole) objective is getting the highest possible return.
Back to our equation, with an example:
We worked on an account where the CPA target was around $10. As time went on, the client asked us to increase volume even if it meant a higher CPA. The acceptable CPA target then became about $12-$15. Here were the numbers in March:
After some work ramping up volume we had these numbers for May:
PPC Profit in March = (20664*profit per lead) – (20664*8.98)
PPC Profit in May = (21954*profit per lead) – (21954*12.44)
So we did achieve an increase in volume, but our CPA and spend also went up substantially. Did profit increase? That depends on what the actual profit per lead is, which our client would not tell us. I wondered if they even knew what their profit per acquisition was! Sometimes clients are wrong! All they wanted was more volume without taking into account the interaction of all the other variables involved.
Profitability. Preach it.