Posted by: Hannah

Posted on: April 23, 2013 2:30 pm

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New figures from Kenshoo have found that the price of cost per click on smartphone is less than on desktop. Smartphone cost per click were on average 46 percent cheaper priced at $0.30 than desktop which was $0.56. Figures also showed that the average cost per click for tablets was around 18 percent lower than desktop priced at $0.46.

 

The figures have come as a pleasant surprise for business that are looking to reach large audiences at a cut of the cost. Mobile internet browsing has experienced phenomenal success in the last few years with a huge surge in the amount of smartphone purchases and as a result a large increase in the amount of users on mobile search. It is for that reason that many businesses should take the opportunity to invest in pay per click whilst cost is still relatively low.

However unsurprisingly the report also showed that desktop holds the largest sector of search with 86.1 percent and 81.2 percent of clicks, a clear reason for the higher price.

In the UK, the trend also followed suit with desktop being most popular in terms of click at 72.3 percent and ad spend at 75.5 percent. However, the price difference between desktop and tablet cost per click was nonexistent costing on average £0.30 each and £0.20 for smartphone.

Posted by: Hannah

Posted on: March 22, 2013 4:21 pm

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The PPC landscape is continually changing as Google introduces new features and settings and advertisers become more experienced with getting the most out of pay per click campaigns. In light of this SEO Positive has noticed three important pay per click trends.

1.       Cross device browsing

Mobile traffic is ever increasing as more people purchase smartphones and tablets spending additional time browsing the internet on the go. However, figures also show that conversion rates are lower on smartphones and more effective on desktops and tablets. A study on Econsultancy showed that the average conversion rate on desktops and tablets was 3.7 % and just 1.9 % for mobile. Mobile is still important and therefore it is worth investing some time and effort in it to reach audiences, even if they do return via desktop or tablet to make the purchase. Smart AdWords users are investing in enhanced campaigns which show the amount of traffic from each platform which gives insight into consumer’s behaviour.

2.       Mobile and Enhanced Campaigns   

As described above, enhanced and mobile devices are Google’s new tool for businesses. Cheaper than desktop and tablet cost per click, Google are encouraging business to invest time and effort into mobile, claiming that this is the year of the mobile. Mobile campaigns also have less competition that desktop which in turn should mean a higher chance of reaching customers.

3.       Google Shopping  

Since their launch in the last 2 years, Product Listing Ads have made a major impact on many ecommerce clients with most drawing significant proportion of sales from them. After its changes were implemented and all listings were free, many businesses have had to rethink of ways to draw customers in. This has produced higher quality natural listings and higher paid pay per click campaigns. In short, the change demonstrates that webmasters should not rely on one aspect of advertising alone.

If you are using Google Adwords and Google Analytics pre-set reporting features to produce the KPI reports, you may find that there is no an easy way how to show all the Pay per Click and other website stats (such as clicks, costs, ctr, cpc, conversions, CPA, avg. visit duration, bounce rate, etc.) in a single report.    This tutorial will guide you through the creation of combined  Google Analytics and Google Adwords stats using “Custom Reporting” and  Google Analytics Filters.

The following examples will demonstrate what type of reports you can generate using a mix of custom reporting and Google Analytis filters’ features.

*Please be aware these reports are just the examples of what you can do with custom reporting.  

Examples of “Custom Reports” for Google Adwords traffic

1. An example of a custom report for lead generation website reporting the KPIs such as clicks, cost, CTR, CPC, leads, cost per lead, conversion rate, avg. site duration, bounce rate and pages/visit.

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2. An example of a custom report for ecommerce site website reporting the KPIs such as visits, impressions, clicks, cost, CTR, CPC, Revenue and ROI

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How to configure Google Analytics in order to produce combined PPC reports

1. Create new analytics profile. Login to your Google Analytics account you want to report and create a new profile (Admin – > “+New Profile”). Set an appropiate name for that report like domainname.com – PPC reporting.

2. Set a filter  to include Google Adwords traffic. Stay in the admin area and select the profile you have just created. Click on the “Filters” tab and create two new filters (the first one for CPC medium and a second for Google source).

Filter for CPC medium

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Filter for Google source

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3.  Link Google Adwords and Analytics accounts. Link the Analytics profile with Google Adwords account to want to report. You can do it by clicking on the “Profile Setting”  tab, then going to the “Adwords Cost Source Settings” section and ticking the box on the adwords account you want to link. (You must have the administrator rights for Adwords account you want to link)

4. Set goals. Configure Google Analytics goals. More info about setting GA goals can be found here

5. Create custom reports. Click on “Custom Reporting” button, which is located in the top menu and create new custom report. Then you will a see window where you can design you own report with the metrics you want report. It is all done, you just need to configure all the parameters and metrics.

The image below is the design view of the first example.

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Posted by: SEO Positive

Posted on: March 12, 2009 3:22 pm

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CPC is short for “Cost Per Click” and refers to the amount you will have to pay every time someone clicks though your link to your website when you advertise through their channel.

A good example of this is Google “adsense” scheme. every time someone clickes on your website through their scheme it costs you an amount of money for showing up highly in the search results. How much it costs you depends on the position you want to show up in (the higher the list the more expensive) as it is a bidding scheme, and the industry you choose, as “Loans” is more competative than “Dirty Rags”.

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