Pay Per Click

Finally, there is now a tool that will help you get more out of your campaign. Google has recently launched a new feature called Enhanced CPC.  This new bid management feature has been launched to increase your conversions while maintaining or lowering your cost per conversion.

Every time an advert appears for a search query, Enhanced CPC predicts the likelihood of conversion and automatically lowers or raises the ad’s maximum cost per click bid. The thing to note here is that Enhanced CPC can bid 30% above the set max CPC bid if a conversion is likely to happen.

We feel that this new feature will certainly help in boosting conversions, unlike Conversion Optimizer which needs 15 conversions within 30 days to be enabled. This feature comes in very handy and you can apply it to your campaign at any time. In order to set Enhanced CPC for your campaigns, log in to your AdWords account, and select the campaign you wish to test. Then, click settings and look for ‘Bidding and Budget ‘. Click edit next to the ‘Bidding’ option and select ‘Enhanced CPC’. Once enabled, wait for couple of weeks to see how it has impacted upon your conversions.

We hope that Google will keep on adding new features to AdWords, helping advertisers achieve their desired ROI.

Adil Jain
PPC Account Executive

In this fast changing world of advertising, paid search is becoming extremely popular. With so many online businesses, everyone needs to be ahead of their competitors. With businesses in the IT sector, events management or lead generation, clicks do matter a lot. A greater number of clicks can drive more traffic to your website. So, the question is how should we do it? I have enlisted a few points below that might help in increasing the CTR for your campaigns:

• Always run SQR reports on a weekly or fortnightly basis. This report will give you an insight into the queries being searched for on your campaigns. Analyse the keyword match type and select the best match type for your keywords. The report will also help you find out irrelevant keywords for your adverts. Analyse these irrelevant keywords and add them as negative.
• If you have more than 15 conversions in a campaign within the space of 30 days, then try using a conversion optimiser. With this, you can select a CPA for your campaign.
• Target iPhone and other mobile users by adding ‘phone extensions’ for your campaigns.
• Add sitelinks relevant to your business or campaigns. You can add up to 10 sitelinks and if your adverts are good, Google will reward you by adding sitelinks to it. You will usually get four sitelinks added to your advertisements. So, for best practice, always advertise your first four top pages / products / services on the first four sitelinks spaces.
• Add local extensions for your business. This will give you more visibility.
• Make sure that your adverts are pointing out on correct landing pages as that will improve your ad rank.

In short, always test and refine your campaigns. Doing this will not only improve your CTR but you should also get a better ROI for all your campaigns.

Adil Jain
PPC Account Executive