What defines success in your PPC campaign?
For some, it’s the quantity of qualified traffic driven to a website (clicks).
For some, it’s the number of eyeballs that had seen the ads (impressions).
For some, it’s the click through rate (CTR).
Depending on the objective of the campaign and/or requirement of the advertiser, the set of success metrics can differ from one advertiser to another.
The bottom line of most (if not all) for-profit organizations is the amount of revenue that’s eventually generated.
In PPC terms, no metric can be more closely tied with revenue generation than the number of actual conversions.
A conversion can be:
– Purchase/Sales (of a product/service),
– A view of a webpage – such as a “contact us” page,
– Signing up of a newsletter
– Downloading of a PDF or
– Lead generation – submission of a form enquiry etc
For every action listed above, a conversion value (also known as “goal value” in Google Analytics) can be attached to it.
An age old question often asked – should I go SEO first? or SEM first?
Let me ask you another question – does the chicken comes first or the egg?
There’s no right or wrong answer, it very much depends on your scenario.
The answer depends on 2 criteria, the stage your business is in and your business objectives.
A new business needing a fast turnover can’t rely on the long term benefits of SEO.
A digital veteran well optimized for the Google search engine might not (critically) need SEM.
Do they still need SEO/SEM? Yes they sure do, but it won’t be a priority for now, However, it should definitely be somewhere in the pipeline.
Similar to the current USA presidential election, there are 2 camps of supporters, 1 for Obama and the other for Romney. Among search marketers, there are 2 camps as well – 1 that believes in a direct relationship between SEM and SEO, while the other staunchly deny of such a relationship between the 2.
I am an advocate of the former and I will offer 6 reasons why, in a logical manner.
In early September, Google announced a new feature that allowed budget to be shared between your AdWWords campaigns – Shared Budget.
The advertiser can now specify a budget to be shared among numerous campaigns, instead of a single budget for each campaign.
Ever experienced a day whereby some of your campaigns exhausted their budget but the others didn’t?
Don’t you wish that these unspent budget (read missed opportunities) can be shifted to the spent campaigns to generate more potential opportunities?
Shared Budget will make your dream come true.
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By Samuel Goh
If you are not socially connected and do not live in the little red dot, you probably would not had heard of Anton Casey.
But if you are, you will probably be aware of his quick rise to “stardom” and the attention on him in Singapore for the past 96 hours.
It all began with two Facebook posts.
The first, a picture of his five-year-old son on the Singapore’s train system, the MRT, captioned: “Daddy where is your car and who are all these poor people?”
The second is of Mr Casey’s Porsche with the caption: “Ahhhhhhhhh reunited with my baby. Normal service can resume, once I have washed the stench of public transport off me…!”
In addition, Mr Casey also uploaded a video to YouTube mocking reactions to his comments, calling Singaporeans “wuss”.
It went viral.