Tag Archives: Joseph Akyuz

Are You Listening to Your Customers?

Imagine a stellar PPC program: Its CPCs are under control, the account is hitting monthly budgets right on the dot without caps, negatives are in place, and the structure is solid… However the lift in conversions and conversion rate is minimal at best. The above scenario seems to be common and most companies are content with their conversion rates because they believe their sites are fully optimized. Should a conversion rate really be acceptable just because it is on par with industry averages? Even when considering all the blood and sweat put in to drive quality traffic? Put in perspective, the performance of a brick and mortar store’s sales manager who cannot close the deal with 98 out of every 100 customers would likely result in one out of work manager.  So, why should we treat the online sales so differently?

The solution to overcome this fatigue is simple – listen to visitor engagement. Various customer insights tools, such as IgnitionOne’s engagement scoring technology, help advertisers overcome this strenuous task. Some of the applications of this technology that directly impact the conversion rates include:

  • Interactive Pop-Ins : Interact with those users that reach a threshold where they are more likely to convert
  • Smart Remarketing : Remarket to a selective pool of high quality leads
  • On-site Content Optimization :  Display the most relevant content to the user
  • CRM integration: Personalize email content based on relevant content
  • On-site to Off-site : Drive in-person store/showroom traffic through online incentives

Engagement metrics can shed some light on a PPC account’s performance from both direct response and branding perspectives.  Below are the metrics that are tied to campaign, group and keywords performance within the Digital Marketing Suite

  • Number of Sessions
  • Average Session Time
  • Average Score Change
  • Average Final Score
  • Average Page Views
  • Total New Users
  • Total Returning Users
  • Interest Categories

Now let’s look at one of the cool ways to slice and dice these engagement metrics and see how they can be utilized to close the loop for your SEM strategy. Below is a quadrant approach which divides keywords into two groups based on their location in the conversion funnel: Low Assisting vs. High Assisting.

The Low Assisting quadrant suggests that keywords higher in the conversion funnel with few conversions and low engagement (minimal average score change, low number of sessions, low number of interest categories) should be considered for replacement via search queries. Likewise, those low assisting keywords with high engagement scores indicate that the visitors are highly involved on the page but are not turning into closers. The area of improvement for these terms is testing landing pages or interacting with the visitor via Conversion Optimization tactics (pop-ins, lead forms, vouchers, etc.)

The High Assisting quadrant suggests that keywords lower in the conversion funnel with few conversions and low engagement should be maintained at best for future value.  On the other hand, high assisting keywords with high engagement scores should be considered true introducers, where as it falls on the advertiser to assign the trade-off value as a direct converter versus contributor.

While the above examples explain only a couple of direct response scenarios, a lot can be deduced from analyzing this data, including branding initiatives. The key benefit of this technology is adding in the visitor intent into the equation and tying it back to a PPC program’s success. It gives advertisers the chance to actively listen to their customers’ online behavior and let them choose what they desire to do with that information. Are you listening to your customers?

Want to learn more? Visit IgnitionOne or contact us.

Meeting the Efficiency Curve

An online marketer’s life is not an easy one. It’s a constant battle of trying to keep up with the new trends while staying efficient in the quickly evolving online advertising landscape.

  • Google introduced countless betas and algorithm changes in Q1
  • Facebook has surpassed 900 million+ users and just had its IPO
  • Yahoo!/Bing is coming up with new updates every month
  • The display landscape is getting a complete overhaul

There hasn’t been a point in time when new ideas were created, tested and executed so fast and with such precision.  That being said, it’s becoming even more vital for marketers to take a step back and focus on their existing asset management in the midst of all these emerging technologies and product updates.

Take SEM as an example: What’s the best way to find out if assets are performing at an optimal level?

Running monthly efficiency curves is one of the great ways to gauge the overall performance of a paid search account. It displays the revenue and/or action potential of an account against the media spend by looking at the impression, click, rank and bid fluctuations from the previous weeks.  Plotting the current performance point against the curve demonstrates if an account is performing at a sub-par level.

 

A marketer’s immediate goal should be reaching the curve and then ultimately shifting the curve up through long term account restructuring tactics, such as geo breakouts, adding new ad copy and keyword assets. These tasks are a part of a long term project that may take significant man hours to plan and execute.

In the meantime, here are some quick tactics to help marketers move their “current performance point” closer to the efficiency curve:

Get rid of poor performing ads

This is a very quick and possibly the most effective solution to immediately cut down the wasteful media spend in an underperforming account.

Pausing Creative A under this scenario will distribute its impressions to the other text ads and may potentially drive $2,872 incremental revenue for this one adgroup. Imagine the possible gains if this exercise is repeated across the account.

Identify keywords below first page minimum bid 

More often than not, marketers add new keywords with very low bids in order to keep budgets under control (and rightfully so). Over time, campaigns end up with keywords without the ability to capture all of the demand in the market place. Filtering these keywords and increasing their bids will give them a chance to breath and perform as long as they don’t belong to a flighted campaign.

 

Monitor Low Quality Score Keywords

Tools like IgnitionOne’s Digital Marketing Suite’s advanced filters can help marketers identify the low QS keywords so that they can be eliminated or bucketed thematically somewhere else in the account.

Dive into the Search Query Reports for Negative Keyword Suggestions

Advertisers can rely on search query reports to compare the conversion contribution of the typed queries against credited keywords. The offenders out of this list should be applied as negatives either at the account, campaign or group level depending on the account structure.

Stop to smell the roses… And clean out the weeds

The tactics described above are meant to help marketers meet the efficiency curve and improve the bottom line. They are even more effective when complemented with integrated marketing solutions and repeated regularly. While it’s imperative for marketers to follow online trends and keep an eye on the grand prize, it’s equally important to allocate the time to optimize the existing resources.