Positive and negative of COMPETITOR BRAND BIDDING IN PPC

REASONS TO AVOID BIDDING ON YOUR COMPETITORS BRAND TERMS

• It can annoy your competitors, and you’re likely to receive a cross email/call asking you to stop.  It is however completely legal, and does not break any of Google’s policies as long as you are not ‘passing off’ or using trademarked terms in your ad text.
• It doesn’t always work – especially if your product has significant differences, has a higher price, or where brand loyalty is high.
• It can result in high bounce rates – especially if your adverts suggest you are the competitor that you’re bidding on (something to avoid). You need to work your adverts and landing pages hard to ensure you are giving the user a good experience.
• If your competitors notice it – they can also retaliate and start bidding on your brand.

REASONS TO BID ON YOUR COMPETITORS BRAND TERMS

• You’re targeting people who have a specific interest in buying relevant products/services.
• Total cost, cost per click and subsequent cost per conversion is normally very low.
• You can achieve a good ROI with a small investment. This depends on the scale, volume and relevancy of the competitors.
• It can be good if your brand is not yet established. You can ride on the back of a competitors marketing activity/brand.
• You can exclude the area where you know their head office is to reduce the chances of your competitors noticing.

@ seo freelancer

Effective PPC campaign tips for setup ads

Use The Keyword in the Headline as Much as You Can

This is pretty self explanatory. Every time you use a keyword in your ad, be it in the headline or anywhere else, it’ll get bolded by the system (See example below). Of course, that bolding will make the ad much easier for people to notice it, and…


Increase Multi-Word Keyword Portfolio
The success of your PPC campaign is all about keywords. It only requires a small amount of your time each day to brainstorm keywords which are relevant to your product or service and help to expand your keyword portfolio. The more relevant keywords you have the better your chances of converting more visitors to sales.

Multi-word keyword phrases attract highly targeted traffic to your website and tend to have higher rankings than single and double word keyword phrases. Coming up with as many multi-word keyword phrases as you can, will increase your sales conversion ratio since your visitors are searching for that specific information. For example, “blue shoe laces Nike sneakers” would be an example of a multi-word keyword phrase which is also commonly referred to as a long tail keyword and tells you exactly what the customer is looking for.

Monitor Your Competitors
It is smart business to keep up with what your competitors are doing with their PPC advertising campaigns. Changes in the process your competitors use could affect keyword prices as well as your ad positioning in the keyword results. Using analysis to monitor your competitors will help you to stay ahead of the game.

Include an offer in the copy. "Free," "Save $XX," or "XX% Savings" will usually lift response. You can also mention a gift or bonus.

Relevancy! Relevancy! Relevancy! In case you missed the common theme throughout: Relevancy is the most important element of PPC search engine marketing. If you ignore relevancy, you will likely be frustrated with low click-through rates and an unprofitable campaign.

Calculate the Return on Investment (ROI) for PPC Campaigns

Calculating ROI is one of the basic tenets of PPC, and yet many advertisers don’t consider it or even understand it.

A lot of advertisers perform campaign optimizations based solely on conversion rate or cost per conversion, choosing the ads and keywords with the best metric and calling it a day.

For ecommerce goal analysis the method of calculation is similar. The biggest difference in the Ecommerce data is that it’s real and accurate compared to a lead form’s estimated goal value.
In Adwords, we can look at the money we spent to reach our goals in the same time frame. Compare that with the purchases made through CPC and we have a precise number we can confidently call ROI.

Lead Generation

Conversion rates (found in Google Analytics)
Conversions (found in Google Analytics)
ECommerce

ROI (found in Google Analytics and Adwords)
Revenue (found in Google Analytics)

I’ve always found that ROI is one of those terms that has been over-used and abused by so many people and as such, there is confusion on how best to calculate it. Personally, I like to use the following formula when we are discussing the ROI for any PPC campaign:

ROI = [Contribution] / [Cost]

So to calculate Contribution for a PPC campaign:
([Your average profit per sale] x [Estimated number of Conversions]) – [PPC Spend]

To demonstrate more fully, let’s take the following example:

Monthly PPC Spend: £1,500
Average Profit per Sale: £50
Number of Conversions (Sales) per Month: 75

and so the Contribution to Margin of the PPC campaign is:
(£50 x 75) – £1500 = £2,250
and your ROI would be:
£2,250 / £1500 = 150%

Phew! But there is an easier way. We have just created an ROI estimator / calculator spreadsheet that you can now download for free. We hope that it will be a useful tool for you when reviewing your PPC campaigns.