From: Subject: The Marketing Leaders - Surveying and customer sensing Date: Mon, 25 Jun 2007 15:31:59 +0100 MIME-Version: 1.0 Content-Type: multipart/related; type="text/html"; boundary="----=_NextPart_000_0000_01C7B73D.F883BE20" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.3138 This is a multi-part message in MIME format. ------=_NextPart_000_0000_01C7B73D.F883BE20 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.themarketingleaders.com/articles/june07/rob_mc_gonigle.html The Marketing Leaders - Surveying and customer = sensing
3D""   3D"the 3D""
3Dhome=20<= IMG=20 height=3D30 alt=3D"what's new"=20 = src=3D"http://www.themarketingleaders.com/tml_interim/img/nav/top_nav/wha= tsnew.gif"=20 width=3D75 border=3D0>= 3Dengage=20 3D""=20
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  3D""=20

Sensing customers with pay-per-click advertising

     
3D""=20   themarketingleaders=20 > magazine > articles=20 3D""=20    
3D""=20 3D""=20 3D""=20 3D""=20 3D""=20 3D""=20 3D""=20
 

How can PPC be used to increase the effectiveness of your = online=20 advertising, and bring in sales and leads and a return on=20 investment?

Pay-Per-Click advertising channels can be powerful, fast and = responsive=20 marketing tools. It has led to the growth and importance of = =91relevance=20 advertising=92.

Exploring the = background

In=20 the late 1990s, the internet portals, Yahoo, AOL, etc., added = e-mail,=20 shopping and applications that kept users within their sites. = Topic=20 relevant banner advertising on these pages sold for millions of = dollars to=20 dot-com businesses.

Search services were neglected as they = took=20 traffic away from these portals and web-page spam clogged search = results.=20 Bill Gross spotted the problem and reasoned =93Force the friction = of pricing=20 into the equation and the markets would start to behave = rationally.=94=20 Battelle (2005).

Gross arbitraged advertising and realised = that=20 relevant clicks were worth more than volume. His site GoTo sold=20 performance guaranteed pay-per-click advertising, first at a fixed = price=20 per keyword, before auctioning to the highest bidders online. GoTo = became=20 Overture then Yahoo Search Marketing and still provides tools to = view=20 bids.

Google took relevance further treating = clicks as=20 votes for adverts. Click-through-rates were measured and = multiplied by=20 bids bringing better ads to the top. They tested various blocks=20 differentiated as =91sponsored links=92. They found ten, four = line, text=20 advertisements were best, allowing ads to be constantly market = tested.=20

Feng (2003) proved Google=92s approach generated better = revenue.=20 Many 5=A2 clicks beat the few $5 clicks. Google taught buyers to = click the=20 right-hand column.

Google=92s Adwords allowed multiple = text adverts=20 to be added and verified immediately. Adverts are shown = alternately=20 allowing advertisers to split-test copy. Adwords gradually shows = better=20 performing copy more frequently unless advertisers choose pure = rotation=20 for more scientific testing. This is as old as direct marketing = and the=20 tracking codes on magazine coupons but much faster using = pay-per-click.=20 All three main PPC advertising providers, Google, Yahoo and = Microsoft=20 Live, now operate similar relevance algorithms.

PPC has been used to

  • Verify that people are looking for keyword = terms.
    This can predict demand based on = natural or=20 seasonal changes.=20
  • Test different offers and sales copy.=20
  • Test market new brands and online domain = names.=20
  • Split test titles for books and multimedia = releases.=20
  • Verify interest in products and services = before=20 spending your development budget.=20 =
The=20 Pay-Per-Click steps to gather marketing data.=20

Pay-per-click campaigns are a powerful methodology producing = results=20 within days.

  1. First produce an advertisement that is consistently shown = for key=20 phrases. This can be expensive in competitive markets and = requires=20 expertise and monitoring to maintain. Only 30 clicks or more, = for every=20 option tested, are needed for statistically significant = results. =20 So set your budget then turn it off. Even at =A35 per click PPC = costs less=20 than focus groups.

  2. The number of views (impressions) measures the searchers = using your=20 key phrases. These statistics are only available for keywords=20 in your campaign. Real data and keyword = suggestions can=20 be found for free with Overture=92s K= eyword=20 Suggestion Tool (UK data site).

    This returns the = real search=20 data, from Yahoo!=92s network, for the previous calendar month = for all the=20 permutations that include your words. Indicative seasonal data = is=20 available from Google Adword=92s Keywords Tools =96 Global = search volume=20 trends. Small monthly bar graphs show the previous years = searches. For=20 real time data you need to run campaigns.
  1. The click-through-rate, clicks to impressions ratio, = measures the=20 advertisement=92s relevance to the searcher=92s goal.
  1. Different advertising copy can swiftly and easily be = compared when=20 alternated evenly. Unless you have strong statistical skills = test one=20 thing at a time. Single commas can make a difference but the = most=20 powerful lines are the Title, in bigger font, and Display URL as = this=20 builds confidence about the advertiser. 
  1. Finally the effectiveness of the landing page can be = measured by the=20 ratio of conversions, sales or other desired outcomes, to clicks = for the=20 complete direct marketing test kit.=20
Testing
1.Comparing .co.uk = to=20 .com=20

Three campaigns were run with both .com and .co.uk showing in = the UK.=20 One campaign tested the opposite change from .co.uk to .com in the = US.
The *Velitec campaign was a pure scientific test of the = power of=20 generic branding, serving advertisements equally, changing only = the=20 display URL. =93UK Installation=94 in the copy will have boosted = all=20 Click-Through-Rate (CTR) results but Car-tracker.co.uk is 38% = ahead, Table=20 1.

Display URL =

Impressions

Clicks

CTR

Advertisement Copy

*Velitec.com

585

23

3.9%

Stolen Car Tracker
Latest Insurance & Police = Approvals=20
UK Installation - European Recovery

Car-Tracker.com

552

53

9.6%

Car-Tracker.co.uk

603

80

13.3%

*Not a real brand

 

Cost =3D =A343

Table 1

In many markets .co.uk can easily double UK market = click-through-rates=20 over .com,

Table 2.

Market

.com

.co.uk

Widget

5%

10.7%

High Power Gears

2.1%

5.3%

Medical Tourism (US )

3.7%

3.0%

 

Table 2

The .com and .eu top level domains work better for = international=20 campaigns as shown in the reverse test in the US. Corporate pride = in top=20 level domains is doubling UK PPC costs for many=20 companies.

Brands and typos

Google Adwords campaigns were set up for some companies who had = brand=20 issues. Some had changed names like William Jones Clifton and = others like=20 Nova Engineering had common brands, Table 3. Another company=92s = campaign=20 saw only one of their top ten brand combinations spelt correctly. =

Company

Impressions

Clicks

CTR

Peak CTR

Variants

Anchor Inserts

774

91

11.7%

17.7%

7

Nova Engineering

1086

73

6.7%

25%

8

William Jones Clifton

1195

81

6.8%

34%

16

Average cost per click =3D 3p

Table 3

Costing pennies these campaigns are a simple courtesy to = customers=20 looking for your brand.

Testing to learn and to=20 compete=20

The pay-per-click industry was developed using testing and = provides=20 excellent tools for quickly testing your marketing ideas. I=92m = supervising=20 a student MSc. project to investigate PPC as a marketing = intelligence=20 tool.
The best PPC campaigns have evolved using constant = testing of=20 copy and landing pages. All three main channels offer tools to = manage and=20 measure your campaigns. You should know your cost-per-conversion = and added=20 value.
If these don=92t make a business case, improve or = switch off.=20
The last 30,000 visitors to http://www.wmccm.co.uk/ used = 20,000=20 different terms, 15,000 unique to one visitor. These were mainly=20 permutations of fewer key words and illustrates the challenge for = PPC, to=20 find more key word terms. Top marketing professionals call in = specialist=20 help. Before trying yourself, take a course or get a book.
A = low cost=20 campaign to practice on could be your own brand.

By Rob McGonigle,
Project Consultant, = WMCCM,=20 University of Warwick
Blog: http://blogs.warwick.ac= .uk/robmcgonigle/

Bibliography=20 and references.=20

Battelle, J. (2005), The Search, Boston, Nicholas=20 Brealey.
Feng, J. (2003), =91Comparison = of=20 Allocation Rules for Paid Placement Advertising in Search = Engines=92,=20 ACM, The 5th international conference on Electronic commerce:=20 International Conference Proceeding Series; Vol. 50 Pages: = 294 =96=20 299.
Marshall (2006), The = Definitive Guide to=20 Google Adwords [online],
Perry S. Marshall & = Associates.=20

About Rob McGonigle,
He is Project = Consultant,=20 WMCCM, at the University of Warwick. Rob has assisted over 70 = Engineering=20 SMEs with B2B ecommerce, is researching Search Engine Marketing = and=20 manages Adwords accounts of over $15,000.=20

 

    

3D"Rob

Rob McGonigle, =
Project=20 Consultant, WMCCM, University of=20 Warwick
Blog: http://blogs.warwick.ac= .uk/robmcgonigle/

 

Full list of articles for
June = 2007=20

   
           
 
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