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Google Adwords – Tips for Analyzing a PPR


PPR – Placement Performance Report is an important report that helps in your Adwords campaign. You can get good information through the report and could always trace the performance of your campaign.

Here are some tips for analyzing a PPR

  • Implement Google’s conversion tracking so can understand how individual sites are converting
  • Don’t focus on click through rate (CTR) – low CTR on a site doesn’t mean ads perform poorly
  • Respond only to statistically significant data – rely on conversion data and make decision with several weeks data
  • Identify sites that are converting well for your campaign and take steps to increase your exposure on those sites – enable the content bidding feature to bid more aggresively on those sites or target them through a site-targeted campaign

So, if you haven’t run the PPR, go get the report and analyze your campaigns’ performance.

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Google Adwords – Target Your Audience


When you place your ads, do you target your audience? You can actually choose the language and location for better targeting in adwords.

English is the most common language but if your ad is in chinese, you could choose the language of chinese instead of english so that to target more precise readers.
* If user doesn’t Sumycin buy amoxil specify a language preference, Google determines the default language preference by considering the Google domain (like google.fr)

You can also target the location and by choosing the right location targeting for your products, you save costs and selling the right products to right customers. For example, you should sell the winter wear during winter and to the countries that have season of winter. If you don’t aware of this and target to worldwide in your ads, you are wasting money and not target to the right audience.
* For regionally targeted ads, Adwords identifies your chosen region or city in the last line of ad text to distinguish them from country and territory targeted ads.

Adwords will determine to show your ad based on the following:

  • Google domain
  • Query entered (called query parsing)
  • Internet Protocal (IP) address
  • Language preference


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Google Adwords – Rank Number


What is your ads rank number? Rank number for your ad is the position that your ad would be shown at the search result.

For example, the search result for “seo”, the ad with the very high position are “Professional SEO Solution”, “SEO Workshops Singapore” and “SEO Experts since 1997″. These three ads stand a very high chance for the potential buyers to click on their ad because they have gained the position advantages.

*click to enlarge

This is the normal user behaviour just like you and me. When we google something, we always click on the first few search results and lazy to stroll down. This is very common and therefore the higher the ad position, the higher the CPC Bid we should place at adwords.

In adwords, there is another important element that can help to lower the CPC bid but still gain us the higher rank number. This is the Quality Score.

Rank Number = CPC Bid x Quality Score

From the schedule, it shows that Advertiser B has higher CPC bid but his position is at No.2. Why? Because the quality score of Advertiser B is the lowest, only 1. Therefore we can clearly see that Quality Score plays an very important role in determine your ads position and in term of the cost savings.

Still remember What are the components of Quality Score? There are 3 important components:

  1. CTR
  2. Keyword and ad text relevance
  3. Landing page quality

If your CTR is very good but you still need to bid higher price for your ad to show on top, perhaps you need to adjust your keywords and your landing page quality accordingly.

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Google Adwords – Creating Contextually Targeted Campaigns


We have discussed about Contextual Targeting in my previous blog posts and we know there is difference between Search Targeting and Contextual Targeting. Today I would like to share with you the creating of contextual targeted campaigns.

From my handwritten note you can see that I have actually put it in summary form for easier glance and just in case you can’t see clearly, I write it again for sharing.

First, we should know that the buying cycle is:
1. Attention – draw the attention of the consumers
2. Interest – let them have interest about your product
3. Desire – increase their desire to get the product
4. Action – buy your product!

So, it is important to remember the buying cycle and apply this concept into our campaigns.

When creating the Contextually Targeted Campaigns, There are 4 main points to take note at:
1. Define Campaign Goals – create wider brand awareness, have more people consider purchasing your products and enable customer purchase your products.
2. Create Campaign in Adwords
3. Measure Performance
4. Optimize – stay on message, understand customer, track conversion on each ad group over weeks or months, test and test again.

Try the above and keep track on your performance of Contextual Targeting.

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