Online Advertising Kpi

online advertising kpi

Now that you have the processes, procedures and the other requirements of your company completed already, you will now need to think about how you are going to measure their efficiency. Although you may not be aware of this but there is always a need for you to measure the productivity of the processes and the other factors that affect the important aspects of your business. Aside from that, you will also have to consider the type of reporting that you will use for your system. One of the best methods for measurement is to make use of key performance indicators or KPIs. During the KPI development process, there are three things that you must know about.

The first one is all about the KPIs and the measures. The reports should be focused on the key performance indicators and how they are able to measure the productivity of your company. They are often utilized in order for you to identify the problem areas that badly need your attention. The second one is with regards to the functional reports. Such are needed on a daily basis so that you will be able to carry out your work. This is in accordance with the processes that have been defined in your organization. The last is about the exception reports wherein you are required to measure how well your business conforms to the rules of the industry you belong in or those rules that you have set for your company.

Indicator formulation is actually very important to the outcomes that you obtain from your business. More often than not, businesses have their own KPI structure to follow but it is always recommended that you revise them regularly. This is for the betterment not only for the KPI development but also for the rest of the processes involved in the key performance indicators. There are many stages that you will have to complete during the KPI development. You will have to first set the general principles of the KPIs and learn why there is a need for you to make use of such measurement tool in your business. Next is that you should know what structure you would be using.

It is also important that you are well aware of the three things that the KPIs should be focused upon. Primarily, you should know the definition of the KPIs that you will be using in order for you to get the better measurement of the performance of the equipment, the processes and even your workers. Next is that the KPIs should be able to measure the financial performance of your business. Since many companies are targeting the profits and giving out their efforts so that they will be able to increase their productivity, financial reports are very much essential. Thirdly, the KPIs should be focused upon the maintenance of the processes in general.

After the KPI development process, you will also have to think about the KPI reporting procedure. The results and the information that you obtain from the key performance indicators should be used by your company and should be able to provide you with the data that will benefit your organization.

If you are interested in KPI development, check this web-site to learn more about indicator formulation.

What’s the wisest way to spend $100 on AdWords?

I recently got a $100 Thank You Gift Card from Google and I’ve already redeemed it. So far, I haven’t started a campaign but I really want to advertise my site (www.doirb.wordpress.com). How much should I spend for each click and every day? I’m thinking of spending $25 a day for 4 days but I’m afraid that I might waste it all.

Aken312,

Unlike what starters may think, managing a Google AdWords campaign is not that simple if you want to get the most out of it—i.e., not paying too much for a click.

Indeed, discovering the right keywords is by far not sufficient to ensure a successful campaign—even though they’re an important part of the equation.

It’s easy to get lost in all the buttons you can click on, and usually advertisers end up paying a too high bid price. But before I give you some tips, you have to know that the central key performance indicator (KPI) to use is the cost per click (CPC)—which is computed from other parameters (e.g., quality score, click-through-rate [CTR]), that, hence, become inherently important. The concept that influences it the most is the whole value chain—quantified by Google on a 10-point scale under the term of Quality Score (QS)—, which comprises from start to end:

—keywords
—ad banners
—landing pages

Here is what you have to do to ensure the minimum bid price offered by Google is as low as possible—i.e., to pay as less as possible per click—:

1. Proper account settings, which are not the default.

—Turn the Content Network off. For starters, the content network is the worst place to spend your money on—a true black hole—because clicks aren’t targeted unless you craft a campaign specifically for this channel. For this reason Content Network is the most overlooked source of traffic, and when marketed properly it could become the best source of targeted traffic, though.
—Disable the optimization of ad banner rotation, which then allows banners to get even number of impressions, hence ensuring an unbiased comparison of banner performance.

2. A structured campaign, with granular ad groups.

—An ad group should be narrowed, i.e., containing only keywords of a same theme (ideally, 2 or 3 keywords, could be one). So create as many groups as you have themes.

3. Targeted keyword combinations.

—Don’t use the keyword suggestion tool, not yet, because it will put the mess in your campaign, i.e., less targeted keyword list.

4. An initial bidding strategy.

—Switch from “Automatic bidding” to “Manual bidding”.
—Right budget. In your initial plan given as an example, 4 days ( = $100 / $25 per day) is not enough to get insight from the campaign to optimize it unless you spend your time monitoring it in real time. Instead, I strongly recommend you to set your budget, for instance, at $5.00/day (i.e., representing a minimum of 20 days) and a max bid to $1.00 per keyword.
—Build a good track record from the very beginning. To do so, bid high the first 2/3 days to make sure you get the 1st position, which ensures later a high CTR (even though the traffic is less targeted), which in turn helps lower the minimal bid price.

5. Magnetic Ad banners with right ad copy.

—Ads should contain keywords of the ad group.
—Turn the Content Network off. For starters, the content network is the worst place to spend your money on—a true black hole—because clicks aren’t targeted unless you craft a campaign specifically for this channel.
—Look for free literature online about effective copy writing, some particularly written for ad banners.

6. Optimized landing pages.

—Should contain keywords of the ads group.
—Ensure continuity with the theme of the ad banner, not to confuse people.
—Have a compelling call-to-action for better conversion.

So, if you keep relevancy through out the whole value chain (keyword, ad, landing page), the quality score will be higher, hence you bid price lower.

When you’re all set and your campaign is started, wait a couple of days, then we optimize the campaign by devising strategies for more targeted keywords (keyword suggestion tools), higher CTR, better landing pages (Google Website Optimizer), to name a few.

Here is just an overview of what can be done to maximize your return on investment (ROI).

—Pascal


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