Management of Pay-per-Click Campaigns
How B-to-B Buyers Use Search (marketingsherpa)
- 82.9% of surveyed business users said Google was their search engine of choice. This rises even higher as you go up the executive foodchain. 86.9% of highest income business users prefer Google.
- 54.6% of respondents said they used search 30-90 days prior to authorizing or making a particular business expenditure. This means search is your first line of defense near the start-mid-level of the sales cycle.
- Once again search users have confirmed that 69.6% of the links they click on are ORGANIC and not the paid ads. (This percent rises to 76.7% if they are Google users.)
- Being ranked in the top three is important for organic results - links in these positions get 59.7% of all organic clicks. Top ranking for a paid search ad is even more critical, with 51% of total paid ad clicks going to that very top spot, only 24.2% to number two and 9.8% to number three. … Turns out that search users (especially Google users) have A.D.D. in a big way. Their eyes skitter quickly across the page. 27% quickly scan looking for words to jump out. If nothing does they leave or try another search immediately. An additional 57% scan quickly, and if they find nothing obvious to click on, then they actually settle down and carefully read titles and descriptions.
Search Marketing Metrics Guide (marketingsherpa)
- Of the 57% of the total population who do not use search engines regularly, demographic breakdowns by search engine are pretty much what you might expect. Highly educated men with an interest in technology tend to use Google. Kids love Ask Jeeves, while older teens are making MyWay.com a hot property. Their moms are more likely to prefer MSN search.
- Google users run searches almost daily, constantly scanning the Web for news and information. MSN search users only look up things when they have a specific need, generally no more than a couple of times a week.
- A cookie wiping study of US online consumers showed as many as 38% are wiping cookies from their computer at least once a week.
- Google and Yahoo! Search users are far more likely to click on organic links and ignore paid ads entirely (In fact, the data for Google shows that organic listings get almost three times more clicks than paid search ads.)
Notes from The Ultimate Guide to Google AdWords
p. 24 and 69. 2nd line of ad should describe benefit, 3rd line should be offer. Benefits are the emotional payoffs your customer gets from using your product. Features and offers are what your product has or what you're going to do. For example,
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Inventory Cost, Lead Time Advantage
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p. 36. Always run 2 versions of ad
p. 39. Peel and Stick: take a high traffic keyword, peel it out of a group, and stick it in a new one with its own ad.
p. 51. AdWordAccelerator
p. 56. Glossaries and indexes are good sources for keyword ideas
p. 61. Headlines and killer copy from Cosmopolitan Magazine.
p. 69. Features vs. Benefits
| Features | Benefits |
| 12 timeless principles | Achieve a 46% improvement in less than 30 minutes |
| 24 chapters, 222 pages of rock-solid content | Reach your goals in 1/4 the time using the 80/20 principle described in Chapter 5 |
| 64 full-color photos | You can apply any one of these 12 techniques immediately, and see nstant results |
Helpful-easy-to-read charts and graphs |
Catapult Energy Levels, Convert Fat into Muscle, Develop Strength, Endurance, and Flexibility all at the same time. |
| Step-by-step tips and instructions | Discover how making more mistakes along the way becomes a strategy in itself that wll frow your skill level even faster. |
| Fascinating stores, anecdotes, and personal experiences | Get compliments from your friends as they ask you agan and again (jealously), "What happened to you?" |
| Introduction by Bill Gates |
p. 73. Some all-time most successful Google Ads
Light Folding Tables
So Strong and Durable you get an
Unconditional Money-Back GuaranteeKona Condos for Sale
Big Island MLS and Agents
Search Property ListingsThe Lupus Recovery Diet
New Book! Learn how I overcame
Lupus without drugs or supplementsMens Hair Growth Solution
25 Facts You Don't Know About Your
Hair Growth Problem. But Should!
p. 83. How do you know which ad will be most effective? You don't! Test! Always have at least 2 ad variations running. Use Split-Tester tool to evaluate whether better perfoming ads are statistically signficant.
p. 86. Sometime AdSense is successful, sometimes not. Test.
p. 116. USP = Unique Selling Proposition
1-800 PIES TO GO
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p. 177. Use Hypertracker to test multiple landing pages, etc.
p. 239. Elements of a good landing page:
- The Benefit-driven headline
- A statement of what problem will be solved
- A description, often with bullets
- Explanation of how to get it
- A promise not to violate trust
- Simple information fields
