29 May, 2012

Get the best ROI this Bank Holiday Weekend!

It’s good news for us Brits – we have another Bank Holiday coming up and this one is extended due to the celebration of marking 60 years of the Queen’s reign.

In the past we have seen an increase in site traffic over bank holidays and actually saw a 23% increase in the upgrades of basics to full members over the Royal Wedding celebratory Bank Holiday. So, as a partner why not make the most of this increased traffic? Consider tweaking your advertisement campaigns to ensure they are as optimised as possible and deliver you the best ROI.

As a lot of our partners advertise via Google AdWords, I wanted to give you a brief guide on the elements that you need to consider when setting up a campaign.

When it comes to Google AdWords, you can end up with more profit in the bank with simply a few minor tweaks. So let’s take look at what you need to consider....

1. Group your keywords effectively. There is a tool you are able to use within AdWords called the keyword grouping tool that allows you to structure your keywords into specific batches.

This allows you to easily look back at certain keywords and monitor their performance – therefore, moving forwards being able to optimise your campaign as best as possible.

2. Test and optimise your ads regularly. Google recommends their AdWords users always try and test alternate ads to promote the same product. Changing the wording, terminology or URL display of an ad will help to build you a solid foundation and allow you to see what works best for your audience market.

Also, remember to always set up the campaign tracking in the partner portal, with the help of your Partner Manager, to ensure the best ads with regards to visitor to registration are being used.

3. Optimise landing page factors. So, even if you have the best ad in the world, that has an extremely high CTR unless you have a fully optimised landing page. Ensure the landing page is relevant to the product you are advertising and has a very clear call to action i.e; registration. Remember with every click a visitor has to make, you potentially lose 10% of traffic. All of these factors can affect that all important quality score.

4. Change and text matching options. The next thing to consider when creating your campaign are the 3 basic forms of keyword matching. From this, you can analyse which keywords work the best for you. Things to think;
-Broad. This will include every search term related to the specific keyword you entered. As broad match terms are not likely to match what your content is about, it’s generally not a good idea to look at these figures when deciding what keywords to target.
-Phrase. Using “ ”around your target keyword you can refine your search to searches that include that phrase. While phrase match means that you narrow your potential traffic, the increased relevancy of this option makes it a good option to improve your CTR and conversion.
-Exact. A Google searcher would need to input that exact phrase for your ads to appear. To indicate an exact match you can use brackets to surround the words you want matched. The difference between exact match and phrase match is that if someone enters additional words before or after the phrase then your ad won’t show. Using exact match keywords means that you may receive fewer impressions, clicks and conversions. However, you can make good use of this if you want to ensure that traffic being driven to your site is targeted as precisely as possible.

Lastly, to track how well your new and improved ads work for you over this Jubilee bank holiday, ensure you set up relevant campaign tracking in the partner portal.

So, now you know how to go about setting up the perfect campaign! Please remember if you have any questions about Google advertisement or marketing in general then please don’t hesitate to contact your Partner Manager today – that's we are here for!

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