Getting the most out of your Adwords campaign is key to increasing ROI and generating traffic for your website. You can use SEO and social media to help you drive traffic to your site and measure your campaign’s profitability. Once your Adwords campaign is profitable, you can increase your budget for a higher ROI. 开始, start with a basic Adwords campaign and supplement it with SEO and social media. Afterwards, you can expand your advertising budget to include additional sources of traffic, such as your blog.
每次点击费用
There are several factors to consider when determining the cost of a click in Google Adwords. 例如, while most industries see high CPCs, the average is under $1. 作为企业主, you must take your ROI into consideration before deciding to spend money on AdWords. The cost of the average click will vary from industry to industry. If you’re marketing a dentist’s office, you can place your ads on the Google search network for patients looking for dental services.
In addition to calculating the average CPC, you should also measure your conversion rate. While AdWords insights will show the last ad clicked, Google Analytics will give you a more detailed picture of your conversion rate. 还, you should use a feature known as Enhanced CPC, which automatically bids up to 30% higher on keywords that lead to conversions. Page Speed is a huge factor in determining conversions. Studies show that if your page takes longer than two seconds to load, nearly half of your visitors will leave.
Once you have a decent understanding of the various CPC metrics, you can use the CPC calculator to determine how much you should spend. The cost per click metric is the most important part of your PPC campaign, 因为它决定了您需要花费多少才能获得投资回报. 它将决定您是应该使用增强出价还是人工出价来达到您想要的预算. 它将帮助您确定要使用的广告类型以及要定位的关键字.
A good cost per click tool will also give you the ability to monitor competitors’ CPC, 以及您网站的搜索量. 这些指标将帮助您对要定位的关键字和广告活动做出更明智的决策. 到底, 投资高效的每次点击成本软件是值得的. 在注册之前考虑软件的成本和订阅期. 有许多程序可帮助您有效地投放 Google AdWords 广告系列.
招标模式
Manual CPC bidding allows you to set a maximum bid for each ad group or keyword. This type of bid automation gives you the most control, but it can also drive CPCs sky high. Manual bidding is best suited for early-stage campaigns, when you need to gather more data about your campaigns. Manual CPC bidding lets you set a maximum bid for each ad group, while maximizing clicks within a specified budget.
Google provides many ways to bid for advertisements. Most advertisers focus on impressions, 点击次数, 和转换, or on views for video ads. But when it comes to ad placements, you should know that Google auctions ad space. Your bid is what determines how many ads appear in a certain space, so you should understand the nuances of the auction before bidding. 下面列出了一些充分利用出价模型的策略.
在决定出价策略时, 考虑您的广告系列的目标. 确定您的目标是为您的网站增加流量还是建立兴趣. 取决于你的目标, 您可能希望使用每次点击费用 (CPC) 投标. 然而, 如果您的目标是培养潜在客户并增加销售额, 您可能想要推动展示次数和微转化. 如果您是 Adwords 新手, 仔细考虑你的目标.
为特定关键字出价时, 在拆分测试过程中测试它们至关重要. 拆分测试可让您衡量每个关键字带来的收入金额. 例如, 如果 A 公司对关键字的最高出价是 $2, 他们只会向拥有电脑的人展示他们的广告. 如果 B 公司有 $5 出价, they may have a different idea for what a “targeted” audience is looking for.
每次转化费用
The cost-per-conversion metric is a key factor to consider when determining how much to spend on AdWords. The number is often much higher than cost-per-click. 例如, you might be paying $1 for each click, but in the insurance space, you may be spending up to $50. Knowing how much to spend will help you focus on the best ad strategy. Here are some ways to determine cost-per-conversion:
第一的, you should know how to define “conversion.” This metric varies depending on the industry. Conversion actions can range from a sales transaction, a sign-up, or a visit to a key page. Many advertisers also use the cost-per-acquisition metric to evaluate their performance. 在某些情况下, this metric is known as “click-through rate.”
您的出价越高, 您的每次转化费用越高. 提高出价会增加获得更多转化的机会, 但重要的是要了解在转化变得无利可图之前您可以花费的最大金额. 每次转化费用指标的一个示例是点击率 (点击率) 在 Google AdWords 广告系列中.
衡量每次转化成本的另一种方法是衡量获取客户的成本. 当用户进行购买时，可能会发生转化, 注册一个帐户, 下载一个应用程序, 或请求回调. 此衡量标准最常用于衡量付费广告的成功与否. 然而, 电子邮件营销, 像搜索引擎优化, 也有间接费用. 在这种情况下, 每次点击费用是更好的衡量标准.
While you can set a CPA target in Adwords, Google uses advanced machine learning and automatic bidding algorithms to determine the best CPC bid for you. Depending on your audience and product, you may pay more than your target for some conversions, while others may cost you less than you expect. 从长远来看, these forces balance each other out and you won’t need to adjust your CPC bids.
再行销
The success of remarketing with AdWords has increased over the past 5 years. The term’retargeting’ is an oxymoron for marketers, but it has become the buzzword of the day, and for good reason. It’s the term of choice in countries like France, China, and Russia. There are plenty of articles about remarketing, but this article will discuss its benefits and why it works.
The basic idea behind remarketing with AdWords is to target visitors who left your website without purchasing anything. Ads that are relevant to your visitors’ needs are then targeted to those individuals as they browse the web. 去做这个, you can add the AdWords remarketing code to every page of your website, or to just some of them. Advanced remarketing segments can be built using Google Analytics. Once visitors meet a certain set of criteria, they are added to your remarketing list. You can then use this list to engage them on the Display Network.
竞争对手情报
In order to win the battle against your competitors in the online marketplace, you need to understand the weaknesses of your rivals. If your product or service isn’t ranking highly for any keywords, 您的竞争对手可能正在使用不公平的优势. 使用竞争对手情报工具, 您可以通过在不太重要的频道上击败他们来发现如何利用这一点. 这种竞争情报还将帮助您将预算分配给不同的渠道并优先考虑关键字焦点.
通过使用竞争情报工具, you can get a snapshot of your competitors’ digital marketing strategy. 这些工具的范围可以从免费, 企业级分析程序的基本工具. 这些工具可帮助您保持领先地位并在在线世界中统治您的竞争对手. 实际上, 据统计, 一个普通的企业有多达 29 竞争对手, 为了获得优势，监控竞争对手的行为很重要.
The next step in the PPC strategy process is to analyze your competition. Competitors’ ad copy can tell you a lot about what is working for them and what isn’t. With competitive PPC intelligence, you can identify your competitors’ top keywords and study their ad copy to create more effective ads. In addition to competitive PPC tools, ad-word competition analysis tools can help you get an edge on your competitors.
Although SpyFu and iSpionage offer good competitive intelligence tools, their interface is not terribly intuitive. SpyFu is a good example of this, providing detailed insights into competitor keyword lists and ad copy. It also includes insights about competitor landing pages. It has a free version that lets you see competitor ad copy and landing pages. It offers free competitor reports, as well as three complimentary competitor alerts per day.
