Comments on: How To Optimize PPC Campaigns For Conversions http://www.jessekanclerz.com/blog/2009/08/how-to-optimize-ppc-campaigns-for-conversions/ Marketing advice for running your business. Mon, 22 Feb 2010 01:34:45 -0600 http://wordpress.org/?v=2.8.6 hourly 1 By: Jesse Kanclerz http://www.jessekanclerz.com/blog/2009/08/how-to-optimize-ppc-campaigns-for-conversions/cpage/1/#comment-23032 Jesse Kanclerz Sun, 09 Aug 2009 23:37:18 +0000 http://www.jessekanclerz.com/blog/2009/08/how-to-optimize-ppc-campaigns-for-conversions/#comment-23032 Hi Alan, Thanks for taking the time to comment. You raised raised an interesting point that longer display urls may depress CTR. In particular, if the ad is for an established brand, a longer url, especially the subdomain example, could obscure the fact that the ad links to the legitimate brand website. So I agree, keywords in the display url could be bad for CTR, but it's definitely a variable worth testing. "I don’t thing the level of tailoring you gave in your red gift box example is by any way the norm at the moment." Definitely not the norm, and a shame too, considering all the information available for running successful ppc campaigns, making it less of a mystery than seo. But good for those companies, and ppc practioners, who get how to make relevant ads and landing pages. Makes it that much easier to stand out! Thanks again. Hi Alan,

Thanks for taking the time to comment.

You raised raised an interesting point that longer display urls may depress CTR. In particular, if the ad is for an established brand, a longer url, especially the subdomain example, could obscure the fact that the ad links to the legitimate brand website. So I agree, keywords in the display url could be bad for CTR, but it’s definitely a variable worth testing.

“I don’t thing the level of tailoring you gave in your red gift box example is by any way the norm at the moment.” Definitely not the norm, and a shame too, considering all the information available for running successful ppc campaigns, making it less of a mystery than seo. But good for those companies, and ppc practioners, who get how to make relevant ads and landing pages. Makes it that much easier to stand out!

Thanks again.

]]> By: Alan Mitchell http://www.jessekanclerz.com/blog/2009/08/how-to-optimize-ppc-campaigns-for-conversions/cpage/1/#comment-22997 Alan Mitchell Sat, 08 Aug 2009 23:52:36 +0000 http://www.jessekanclerz.com/blog/2009/08/how-to-optimize-ppc-campaigns-for-conversions/#comment-22997 Hi Jesse, some nice points. I agree that including the keyword in ad titles (and to a letter extent in descriptions) will often improve CTR significantly and lead to lower CPCs through the quality score mechanism. After all, like you said, a high-CTR ad will make Google more money. But although PPC has been around for ages, and spending is expected to increase by 20% this year, as you point out, I've found that in general are not currently being tailored to users' searches. I don't thing the level of tailoring you gave in your red gift box example is by any way the norm at the moment. http://www.alanmitchell.com.au/techniques/relevancy-the-holy-grail-of-ppc/ Display URLs I've had mixed results with. One the one hand, including the keyword in the display URL could increase CTR and quality score, on the other hand, it could reduce CTR and conversion rate as ads with longer URLs tend to look less reputable than shorter ones (in my opinion). Seems to work for some sets of keywords, less so for others. Completely agree with your last point that expectations should be maintained at all stages of the user journey. Showing a specific ad about red gift boxes then driving users to the homepage may achieve a high CTR but will result in low user engagement and a high bounce rate. Hi Jesse, some nice points.

I agree that including the keyword in ad titles (and to a letter extent in descriptions) will often improve CTR significantly and lead to lower CPCs through the quality score mechanism. After all, like you said, a high-CTR ad will make Google more money. But although PPC has been around for ages, and spending is expected to increase by 20% this year, as you point out, I’ve found that in general are not currently being tailored to users’ searches. I don’t thing the level of tailoring you gave in your red gift box example is by any way the norm at the moment.

http://www.alanmitchell.com.au/techniques/relevancy-the-holy-grail-of-ppc/

Display URLs I’ve had mixed results with. One the one hand, including the keyword in the display URL could increase CTR and quality score, on the other hand, it could reduce CTR and conversion rate as ads with longer URLs tend to look less reputable than shorter ones (in my opinion). Seems to work for some sets of keywords, less so for others.

Completely agree with your last point that expectations should be maintained at all stages of the user journey. Showing a specific ad about red gift boxes then driving users to the homepage may achieve a high CTR but will result in low user engagement and a high bounce rate.

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