Praveen: Analytics SEO SEM Online Marketing

Recently spotted was an Text Ad on sponsoed listings of Google Search results. The Ad was from Futurebazar.com, with not a single character in english or any other language. All characters in title, description line 1 & 2 were in small box.

FutureBazar Ad on Google.com

The Google Search for the exact characters would give me the results :

I really wonder how Google approved these Text Ads on their network.

The same Ads are found in Sify.com as well.

Another interesting thing is Google is able to index and spider content on Sponsored listings displayed through Adsense. This means that Google can read Javascript which is otherwise understood to be totally unreadable by Google’s robots..

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Google has started inviting advertisers for its affiliate network model. This a entry into the affiliate market, Google will definitely take a share of the total market revenue. This is a good opportunity for advertisers looking to pay only for the incoming leads.

However we have to wait and watch how effectively Google can monitor and prevent fraud in the CPA model. Some issues or concerns which arise out from the PPA program are:

1) The publishers are totally unaware of the business model of the advertisers. So it is up to Google to display Ads in relevant sections of the site.

2) For B2B advertisers, where leads generated are very low in quantity & high in value, publishers would be unwilling to display PPA ads as revenue maybe uncertain, inconsistent & less attractive.

3) Publishers have to really work hard to maximize their revenue through referral ads by testing & displaying Ads in the right sections of the site. Many publishers might be unwilling or incapable of doing so.

4) More MFA sites for referral ad revenue would increase… These spam web pages would make promises of advertisers’ product which may not be real.

5) Advertisers have to pay for junk leads. In traditional affiliate model there can be higher control of quality of leads from the affiliate sites.

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Google now is providing the quality score information to their advertisers which were not revealed to advertisers before.

This new feature of displaying quality score for each keyword in search campaigns helps advertisers tweak their combination of keywords, Ad texts in their ad groups for improve quality and reduce their minimum bid thereby reducing their overall costs.

The feature shows Great, OK, Poor against each of the keywords listed in the search campaigns.

The various ways to optimize the campaigns for better performance are:

1) Remove all Poor keywords in an ad group and place them in new Ad group.

2) Create Dynamic Ad texts for these Poor keywords or use these keywords/synonyms in the Ad text.

3) Change the communication of these Text Ads. For Example from Buy the Product to View the Product or Get Benefits by using the Product.

4) Search for these Poor Keywords on Google.com and see the Ads that are running. The Ads displayed in Top position can be assumed to have good communication.

5) Similarly OK keywords of the same theme can be grouped together. The Ad text can be modified by including the keywords and comparing Top Ads in the search results.

6) Landing page can be changed to have similar communication as the Ads themselves.

7) Keep trying new combinations of Text Ads at regular intervals to get maximum results.

Perform SEO for landing pages with Title, Meta, Alt Tags with Keywords present in the Ad Group which are landing on this web page. For more detailed discussion please visit Webmasterworld. Keep different landing pages for different AD groups.

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There are lot of companies such as Pinstorm, Group M & other agencies managing Search Engine Marketing Campaigns on Google AdWords, Overture, MSN Ad center & other smaller PPC Engines.

The Key to effective management is strong reporting and use of analytical methods to mine history data and generate reports that can effectively help in better improving campaigns.

Analysis using excel is good enough for most campaigns by using built in excel features such as Pivot Table, V-look up etc.

The main benefits of analysis can be very interesting such as getting an insight into the user behaviour and their nature. For instance suppose your analysis shows that your brand term generates most clicks then your offline marketing is helping to generate more online visitors.

Also it can show that some set of keywords on your AdWords Accounts have more conversions or clicks from your content target ted campaigns. Then you could approach websites that have similar theme to these keywords for online display advertising, since you are confident of receiving quality traffic.

Similarly by digging into the keywords in your accounts & campaigns and analyzing your inferences can benefit other forms of advertising/marketing.

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With over an couple of years of experience in Google Adwords Campaign Management from India. The reason why google adwords system is inaccurate with its region targetting feature is because of ISPs assigning IPs that do not relate to particular geo location.

In India and may be in some parts of the world many ISP providers provide IP addresses that can be used to wrongly identify the physical location. This can be one of the problems or Google has got it wrong. They display ads to you targetted to different region other than your location.

Suppose you search for widgets on Google.com from New Delhi, the sponsored list displays the Ad targetted to Maharastra.

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