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How to do Effective PPC by Marc Macalua of SEO Philippines September 11, 2008

Posted by seonotes in marketing, Search Engine Marketing.
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I’m saving this last blog post for the best presentation I’ve liked in the SEMCON 2008 – How to do Effective PPC. Marc Macalua’s PPC presentation was a good blend of points for both business owners, and search marketers. I like the way he pointed out that non-traditional marketing continuous to be traditional marketing because of its wide use in the Philippine setting. Over the top display ads, event sponsorships, blogger parties, mobile marketing are the likes.

His SEMCON 2008 presentation challenges businesses to set themselves apart by doing pay-per-click marketing as their advertising game. The pros?

Advantages of PPC Marketing

  • Highly measurable
  • Cost efficient than offline advertising
  • Brings more targeted traffic – since people who search for particular buys have qualified intentions of purchase
  • You have near absolute control

 Just like me, Marc believes his favorite pay-per-click marketing platform is Google Adwords, with:

  • 62% Market share in July 2008
  • Best ROI rating of 4.2%

One can be as profitable as you wish with Adwords, as long as you refrain from committing the common deadly mistakes.

Top 4 PPC Mistakes

  • size-fits-all ads – very poor customization of ad copies for each ad group
  • Bad Landing Page experience – like pointing specific visitor traffic to a very generic page (like your home page), and leading visitors to dead-end pages.
  • No negative keywords
  • You are not tracking results – you don’t know your maximum Cost per Click or CPC!

 Of course, one cannot have a complete report on pay per click without the tricks!

 Tips on PPC Marketing

  • Build good campaign history – start off with your most important keywords. Check which are giving you profits, then bid for these good keywords at a higher price.
  • Target low-hanging keywords – those with significant traffic volume but has less competition
  • Increase CTR or click-through-rate via creative ads – also, make creative display URLs
  • Segment keywords and Networks – separate keywords in the search and content networks. You can use your Analytics Tool to identify converting keywords
  • Learn to throttle your campaign – take note of time zones, holidays, and seasonality

Some SEOnotes on ROI/ROAS for PPC

* If your target is 400% ROAS,

  • 100-200% ROI – consider changing match type
  • Less than 100% – pause the keyword
  • 400% – just okay, work on lowering CPC.

Successful PPC Campaigns have high:

  • Clicks
  • Impressions
  • CTR or Click-through-rates
  • ROAS or return on Ad Spend (ROI)

* while keeping CPC low

* ROI is usually higher in PPC than other paid channels


Monetizing Tier 2 PPC Search Traffic by Hans Koch of Syndeo Media September 10, 2008

Posted by seonotes in Search Engine Marketing.
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One of my favorite Internet Marketing speaker (and a secret crush, too! Hihi) is Mr. Hans A. Koch. He spoke of coping with changes in the PPC landscape – particularly Google Adwords and the now popular Facebook paid campaign program.

Google Adwords changes in:

Quality Score

Quality Score will be calculated at the time of each search query. What’s the implication? There is some history reset, changes in local pay per click campaigns, and all in all, it leads to closer (and better) real cost of top keyword positions. You get better data, in other words, when there are Quality Score changes.

Google Suggest Launch

The newly launched Google Suggest shows number of search result listing for each keyword (in short, the number of competition for a search marketer to beat). It’s a bit less useful that the Google Adwords keyword External Tool, but this one is more beneficial to the user.

Why is that? This new Google Suggest shows more data for short keyphrase queries (thus more results for such terms when you search them online). It’s a bit of a let-down for targeting long-tails where more marketers are in love with  

How do you cope up with this? Refine your negative keyword list. Also, you can slow down on banking on your common misspelled keywords as these are not being recommended anymore in Google Suggest. Google corrects these queries, anyway  All in all, you get a new top 10 list of keywords to target for PPC.

Microsoft Cash Back

This fairly new paid campaign platform is great for commercial/e-commerce sites. Consumers get up to 62.5% cash back when purchasing via this paid ads. Google Adwords on the other hands, show more of the informational ads. Microsoft cash back has less of this kind. Let’s watch out how this platform goes well for online shoppers.  An oh, by the way, this platform has higher conversion rates for search marketers.

Facebook Paid Advertising

When a bulk of your target audience is on Facebook, it’s profitable for you! What’s great about social networks is that you have user demographics at your disposal. It’s also highly targeted (targeting by region, etc). It almost has the same Dashboard as that of Adwords’. Adult industries/dating companies, and travel & hotel industries are perfect for Facebook Advertising.