SEO Audit - Chennai SEO Consultant

Google adopts two proactive measures to detect and remove invalid clicks from an advertisers account.The invalid clicks are detected by Proactive filters and Offline analysis. Proactive Filters determines the whether the clicks are fraudulent, by considering the second click of a double click as deceptive.This method keeps the clicks from being billed or showing up in advertisers' metrics. Offline analysis is done by Google's click quality team after the clicks has been recorded.These clicks will appear on advertisers statements as click quality adjustments, but will not be billed on them.

SEO Optimization

Search engine optimiser

Google is trying to explore the likes and dislikes of the advertisers by announcing beta test of CPC for Site-targeting.

Initially Google came up with content network by making way for billions of people to make money through Adsense. But the very big questions in front of advertisers was _*"which are the sites in which my Ads are appearing"_. Eventhough Google was reluctant to reveal the information, to pacify the advertisers 'Smart Pricing' was introduced, wherein the clicks from pages which are less likely to get converted in to sales is charged less.

To provide a solution to the above _*question_ Google introduced Site-targeted option by letting the advertisers 'know' and 'choose' the sites to run their Ads. Here the Ads were charged per thousand impressions and not on CPC.

Now they have come up with beta test of CPC in Site-targeted campaigns.

In my opinion CPC in Site-targeted campaigns is just an extension of content network option in keyword-targeting campaign. The only difference between the two options are, advertisers can select the sites of their choice in Site-targeted campaign, in contrast to Keyword-targeted campaign. Advertisers whose conversions are clicks and Pageviews could opt for this feature and they may benefit out of it. The advertisers requiring leads and sales as their bottomline, will not be profiting through this feature as the conversion rate in content network is always less. This is because people create a site just to make money and enroll themselves in Adsense program, these sites play a major role in Content network.

Site targeting is a feature that allows advertisers to choose individual sites in the content network where they want their ads to appear. Currently, advertisers using site targeting place bids on a cost-per-thousand impressions (CPM) basis. In March, we plan to begin testing a new site targeting feature to increase the flexibility and control advertisers have with site-targeted campaigns: cost-per-click (CPC) bidding.CPC bidding has often been requested by advertisers who would like to utilize site targeting, but are not comfortable bidding on a CPM basis. Here are two examples of how CPC bidding can enhance your site targeting experience:
Increased flexibility. Select the content network sites you want your ads to appear on and choose the bidding option that fits your needs. If clicks are your goal, try CPC bidding so you pay only when you get the result you want.
http://adwords.blogspot.com/2007/02/test-cpc-site-targeting.html

टीम मैनेजमेंट

Assigning the daily task list to the team members through a “Daily deliverables spreadsheet”.

Closely working the team leader and the team members.

Monitoring the potential of the team members

Keeping a clean record of the strength and weakness of the team members

Working closely with each team member and help them to overcome the weakness.

Getting the tasks done from the team members by studying who can do better and how.

The improving the team as whole can fetch favourable results for the progress of the company


By
KamalChandran
Google Advertising Professional

Max CPC * Quality Score = our position in SERPS. Here Google will take only the minimum bid required to activate the keywords and will place us in the top because of our Quality Score. This concept can bring our bid amount to less than 7 cents, but still holding a higher position.

The cost effectiveness of the PPC campaigns can be brought in by pursuing the following steps.

1) Create separate ad group for each product.

2) Target right keywords that have more conversion power.

We can keep the bid high for the keywords that can end up in sales. The initial bid amount can be 15 cents to 20 cents. Once we gain good quality score by increasing the CTR for keywords, improving the relevancy of the adcopies and by setting the right landing pages, the bid for the keywords will be minimal. The position of adcopies in the SERP (Search engine result pages) are calculated by the following formulae.

Max CPC * Quality Score = our position in SERPS. Here Google will take only the minimum bid required to activate the keywords and will place us in the top because of our Quality Score. This concept can bring our bid amount to less than 7 cents, but still holding a higher position.


The keywords which have lesser conversion rate can be bid for less than 5 cents initially and can bring down to less than 2 cents by improving the Quality score.

3) Create Adcopies which conveys the maximum information possible to convert the prospect in to customer.

As we have created separate ad groups for each product the Adcopies can be well targeted to include the keywords/keyword phrases in it. This will improve the CTR of keywords.

Price of the product can be mentioned in the ad copies.

Dynamic Ad copies can be created by using the following string
{keyword: keyword that is in the ad group}.

For example if we have the following keywords in the ad group viz. SSL, Free SSl, & Buy SSL and an adcopy which says,

{Keyword: SSL}
Fully functional, trusted by all
Browsers, highest security in 3 min

When a prospect queries ‘Buy SSL,’ the adcopy will reflect ‘Buy SSL’ as the title. The advantage of using this technique is that CTR will be improved and this will in turn improve the Quality scored required for minimising the bidding. The same keyword which is bid for around 40 cents would come down to 10 or 15 cents.

4) We can create many adcopies which can be a combination of text as well as image ads. The Ads can be set to ‘rotate and show.’ This will help us to eliminate the ads which are not performing well and improve the CTR.

5) By setting up the right landing page can improve our quality score.

6) We can opt either in the content network or Search network or in both. Bid amount can be separated for Content network and search network, and we can bid minimal in content network.

7) Exact match and Phrase match can give us targeted traffic. We can create separate Ad group for these keywords, the scope of improving the CTR is higher than broad matched keywords.

8) We can enable the ad scheduling to monitor at what time period the clicks are more and increase the bidding for keywords which has high conversion rate.

9) Now Google has started listing Quality score adjacent to the keyword column. This will be helpful for decide whether to delete the keywords or optimise the adcopies in the adgroup. Google lists the Quality Score as ‘Great’, ‘OK’ and ‘Poor.’

10) Constantly tracking and analysing the performance of keywords by generating reports and through google analytics, the efficiency and effectiveness of PPC campaigns can be improved.
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