WHO ARE WE EXACTLY?
"We" is "Me". I am Vineet Vishnu, a resident of India and a netizen in the true sense of the word.
As my profile says, I have been in mainstream advertising for 11 years. I have now been a teacher of Marketing for 10 years. And my latest avatar is that of Google AdWords Certified PPC Manager.
First of all, thank you for visiting my website. Let me try & answer some questions you may have in your mind.
WHAT EXACTLY IS ADWORDS OR PPC (PAY PER CLICK) ADVERTISING ALL ABOUT?
You are a businessman. You are looking to have a web presence as that will allow you to connect with 13 crore (as per the latest estimates) Indian customers that use the web. Or you wish to sell to the world. In short, whatever your business, whatever your ambitions, you need Advertising to put your business in front of your prospective customers.
AdWords, or any form of PPC Advertising adds an extra dimension to this. If you use AdWords for Google Search Network, then it can put your advertising in front of consumers when they are actually searching for it. And if you put your ads on the Google Display Network (which includes Youtube) then it gives you reach to build your brand. Google delivers 78% reach amongst web subscribers across the world.
Just think about it. You run a tech support business for Routers & your target markets are the US & Canada. If you plan & run your campaign, your ads will be put out in front of people when they are actually looking for someone who can help them with their router.
In short, it means your website will attract the right traffic at the right time that will maximise your chances of conversion. And you can back it up by creating a campaign on the display network that helps you build your brand.
Not only that, there are some very exciting (and easy to implement) solutions like re-marketing. Re-marketing allows you to present your ads to those who have visited your website (or a specific part of it), for upto 540 days.
WHAT SHOULD BE MY DAILY BUDGET ON ADWORDS? AM I OVERSPENDING?
There is no prescribed limit. You can spend as little as Rs 20 or as much as Rs 20000 per day. So how do you decide? In our opinion, your spends should be commensurate with your ROI goals.
For example, you put in Rs 500 per day or Rs 15000 per month on AdWords for a Search Campaign. At the end of the month (and please allow a month), you are able to get incremental or extra sale of Rs 20000. That's how you should proceed & fix your budget.
Remember, marketing is a long process. Just because it is digital, it does not mean that the buyer's behaviour will change. Therefore, it pays to commit long term, and spend money wisely.
I THOUGHT ADWORDS WAS ALL ABOUT CLICKS...
You would be making a huge mistake & wasting a lot of money if you concentrate on clicks & clicks only. Remember, clicks are a way of getting prospective customers to your website. Would you want just anybody to visit your website or call you? No. We all want to hear from "relevant" prospective customers. Always be guided by "relevance" & the prospect of converting those who visit your website into customers.
HOW CAN "RELEVANCE" BE ENSURED?
There are built in ways in AdWords for that, so make sure you are using all of that. Let's describe some of them in brief. The first one is the way you use a keyword. The default keyword matching mode is "broad", but the other ways can give you better control over your campaign. It is better that you go through this link which explains about the different ways to use your keywords: https://support.google.com/adwords/answer/2497836?hl=en
Then there are other fabulous tools, like Search Query Report & Tracking Codes for you to figure out what queries (and not just keywords) your ads are appearing for.
Be sure you are using all the tools. Be sure "relevant" traffic is flowing to your website.
Needless to say, it is a good idea to seek the help of a professional PPC Manager. if you do seek the help of a professional PPC Manager, make sure he/ she is duly certified.
HOW MANY KEYWORDS SHOULD I USE?
A typical beginner's mistake is to stuff an ad campaign with keywords. Should you be doing that? Just think. Let's say I use "adwords" as my keyword. Now, it is such a common query that I would be able to get 5000 impressions in a day even with a low bid. And consequently I may end up getting 50 clicks in say, Rs 50.
But is that worth it? If you were using "adwords" as a broad match, your ad might have been shown for keywords such as "adwords vouchers", "adwords certifications", "adwords help", etc. So would it help you if these customers looking for completely different things landed on your website or called you up? The answer is No.
Now let's take it from the point of view of Cost per Lead. Let's say you use Google AdWords as your keyword & end up with 50 clicks. If your bid amount is Rs 1.50, you would spend Rs. 75 in one day. Because it is such a general keyword, chances are that only about 5% clicks might be of use to you. So the Cost per Lead in this case would be 75/3 or Rs. 25 per Lead. So it is not at all a good proposition.
We need to find keywords that pull in "relevant" queries at a cost that's within our ROI goals.
BE RELEVANT. BE FOCUSSED.
Focus on a few keywords. Try different variants through different matches. For each product, make a different ad group. Check the search report every 3 days. And soon, you will have keywords that pull in "relevant" leads.
INTEGRATE GOOGLE ANALYTICS INTO YOUR ADWORDS ACCOUNT
There are so many advantages of subscribing to & using Google Analytics that it is a surprise that people try and run their AdWords campaigns without using it. The biggest advantage is that you are able to able valuable demographic information about your visitors. But infinitely more valuable is the fact that you can see the search queries used by users to trigger your ads, in real time. Plus, you can set goals (time spent on your website or the shopping cart page on an e-commerce website) and measure results against it.
USE ADWORDS WITH ALL ITS TOOLS
AdWords is a wonderfully designed system to give you complete control over what you are doing. Do you check your Quality Score regularly? Do you see Search Report regularly? Do you use negative keywords? Are you doing Conversion Tracking? Do you see Search Funnel Report regularly? If you are not doing all of these, you may be paying a lot extra per click. Plus, your conversion rate may also be below average.
ADWORDS IS A LONG TERM PROPOSITION
You have to remember that you are investing money in advertising & AdWords is sending relevant traffic to your website; traffic that can convert to leads & leads that can convert to valuable business. There are two ways to go about it:
a) Bid higher than everyone else. Select exact or phrase match keywords. This way you might get instant results, but perhaps at a huge premium.
b) Select a judicious mix of broad, modified broad & phrase match keywords. And study the Search Terms Report religiously. Add/ delete keywords accordingly. Adjust bids as per the traffic & CTR. Create a list of negative keywords. And, in 2-3 weeks, you would have an "optimised" campaign where you might by paying 40-50% less per lead.
WE USE ALL ADWORDS TOOLS TO MAKE YOUR BUDGET LAST
The first thing we do is to look at your website. A poorly designed website, or poorly written content can be a real game spoiler. You are spending good money to bring traffic to your website. Should you not create a great website first? Plus, remember AdWords has very strict user policies. If you infringe any of the policies, your account is liable to be suspended & suspension very often means you will not be able to advertise with Google ever again in your life. Think about it.
A very common mistake is a poor "landing page". If you want to maximise your budget, make sure your landing page gives all information, including cost, that's necessary for a consumer to close the transaction. If you don't mention your cost, you are losing out on a big chance to convert a click into a lead. In case you wish to know further about good quality landing pages, you can read more here http://blog.hubspot.com/7-landing-page-design-tips
A lot of travel & tourism operators who offer packages also have good quality landing pages. So do a lot of e-commerce websites.
HOW DO WE WORK?
Our methodology is not different from others. But we probably differ from others in the following ways:
a) We create two or more ad campaigns simultaneously. The first or the major campaign contains what we call "long tail keywords". These keywords are more specific in nature & usually result in better conversion. For example, "dell laptop with i5 processor" is a long tail keyword. These keywords are not triggered frequently & comparatively more expensive. The other campaign(s) contains more general keywords (for example "dell laptops") that cost much less. Our overall idea is to have a judicious mix of specific & general, expensive & cost effective keywords so we can get more bang for the buck.
We invite you to watch the following video to understand our process better:
b) We create only one Ad per Ad Group. We want the best Ad to be shown each time a keyword is triggered. Our Ads tend to be very specific & always mention the cost upfront. We believe such Ads give us best results.
c) We keep a very close eye on best performing keywords & optimise our bids accordingly.
ARE THERE ANY READY BENCHMARKS?
That's perhaps the most difficult question to answer. Somebody who gets on to AdWords for the first time often wonders about the benchmarks established, so he/she can bid accordingly.
Based on what we have seen in the Indian market (we are based in India), the following seems to be true across categories:
a) Two word keywords ("google adwords") do not cost less than Rs 5 per click.
b) Three word keywords ("google adwords cost") do not cost less than Rs 8 per click.
c) Broad Modified & Search Phrase keywords cost in the range of Rs 15 per click.
There are categories, depending on the no. of impressions and competition, where your CPC would not be less than Rs 30.
So we can build a probable scenario here. Let us say you are using a mix of broad, broad modified & phrase matches. Your cost per click should come to Rs 12 or so. So, in a budget of Rs. 300 per day, which is a par budget, you should get about 25 clicks per day, translating to about 4 leads. So your cost per lead should come to Rs. 75.
And that's that: Cost Per Lead Rs 75. Remember, it's all "should" & not "will" or "would". There can be variances, chiefly in terms of how you use AdWords, how you bid, what keywords you use & what's your landing page & prices are. Please remember that.
WHAT DO WE CHARGE?
Our charges are Rs 5000 for creating & running your account for a month. This cost is all inclusive. No extra taxes. The cost is payable at the beginning of the month, before we start your campaign.
During these 30 days, we create as well as nurture your campaign & help you identify high performing keywords that would bring you relevant traffic at a reasonable cost.
The charge for subsequent months is Rs 2500 per month, again payable in advance.
Our charges are not linked to the budget that you choose to spend. As we have said, you should spend in accordance with your long term ROI goals.
FINALLY, OUR CREDENTIALS:
This is a one man company. But that does mean it's lacking in anything. On the contrary, I have credentials which are second to none:
a) I am AdWords Certified. On top of that, I am also AdWords Advanced Display certified. Here's the link if you wish to check it out
https://adwords.google.com/professionals/profile/ind?id=011241147102763169182&hl=en
b) Google Analytics is an integral part of any PPC Campaign. Best of all, for all the insights it offers, it's completely free of cost. For good measure, I have a certificate in Google Analytics Fundamentals as well.
I should add that I have been handling AdWords campaigns for a year now.
HOW YOU PAY US:
If you are in India, you can pay us through bank transfer. That's the quickest. Elsewhere, there is PayPal.
WE ARE EAGER TO WORK WITH YOU, WHICHEVER CITY YOU MIGHT BE IN
Whether you are in India or elsewhere, we are eager to work with you.
It's a small consultancy born out of passion for Digital Marketing, so I handle everything myself. Your queries or feedback is attended to personally by me. In case you missed my profile given on the right, check out my LinkedIn profile: Vineet Vishnu.
I support my clients through a mix of cellphone calls & email. It's not 24 x 7 support, but it's personalised & knowledgeable.
In case you would like to call me, my no. is +919811881086. And my Email address is: vineet.jimmc@gmail.com. But remember, ISD calling rates would apply if you are calling from outside India. A better idea would be to click on the skype icon above & send me a friend request in case you are outside India. We could speak or chat thence.
Disclaimers:
1) The contact form above in no way collects your Email for any promotional or mass marketing programmes. You are free to use other means to contact us.
2) This company is a virtual company founded out of our deep passion for Internet Marketing. We have no association or formal relationship with Google or Google AdWords, and are in no way endorsed by Google.
3) Whatever data has been mentioned in terms of Clicks, CPC & CTR has been collected through our personal campaign & the campaigns of our clients, on Google AdWords. Proof can be readily submitted if asked for. To the best of our knowledge, Google does not publish any benchmarks. The data pertains to the Indian market alone.
4) All trademarks acknowledged.
5) This page is being tracked by Google AdWords, Google Analytics & Bing Ads through their respective tracking codes.
"We" is "Me". I am Vineet Vishnu, a resident of India and a netizen in the true sense of the word.
As my profile says, I have been in mainstream advertising for 11 years. I have now been a teacher of Marketing for 10 years. And my latest avatar is that of Google AdWords Certified PPC Manager.
First of all, thank you for visiting my website. Let me try & answer some questions you may have in your mind.
WHAT EXACTLY IS ADWORDS OR PPC (PAY PER CLICK) ADVERTISING ALL ABOUT?
You are a businessman. You are looking to have a web presence as that will allow you to connect with 13 crore (as per the latest estimates) Indian customers that use the web. Or you wish to sell to the world. In short, whatever your business, whatever your ambitions, you need Advertising to put your business in front of your prospective customers.
AdWords, or any form of PPC Advertising adds an extra dimension to this. If you use AdWords for Google Search Network, then it can put your advertising in front of consumers when they are actually searching for it. And if you put your ads on the Google Display Network (which includes Youtube) then it gives you reach to build your brand. Google delivers 78% reach amongst web subscribers across the world.
Just think about it. You run a tech support business for Routers & your target markets are the US & Canada. If you plan & run your campaign, your ads will be put out in front of people when they are actually looking for someone who can help them with their router.
In short, it means your website will attract the right traffic at the right time that will maximise your chances of conversion. And you can back it up by creating a campaign on the display network that helps you build your brand.
Not only that, there are some very exciting (and easy to implement) solutions like re-marketing. Re-marketing allows you to present your ads to those who have visited your website (or a specific part of it), for upto 540 days.
WHAT SHOULD BE MY DAILY BUDGET ON ADWORDS? AM I OVERSPENDING?
There is no prescribed limit. You can spend as little as Rs 20 or as much as Rs 20000 per day. So how do you decide? In our opinion, your spends should be commensurate with your ROI goals.
For example, you put in Rs 500 per day or Rs 15000 per month on AdWords for a Search Campaign. At the end of the month (and please allow a month), you are able to get incremental or extra sale of Rs 20000. That's how you should proceed & fix your budget.
Remember, marketing is a long process. Just because it is digital, it does not mean that the buyer's behaviour will change. Therefore, it pays to commit long term, and spend money wisely.
I THOUGHT ADWORDS WAS ALL ABOUT CLICKS...
You would be making a huge mistake & wasting a lot of money if you concentrate on clicks & clicks only. Remember, clicks are a way of getting prospective customers to your website. Would you want just anybody to visit your website or call you? No. We all want to hear from "relevant" prospective customers. Always be guided by "relevance" & the prospect of converting those who visit your website into customers.
HOW CAN "RELEVANCE" BE ENSURED?
There are built in ways in AdWords for that, so make sure you are using all of that. Let's describe some of them in brief. The first one is the way you use a keyword. The default keyword matching mode is "broad", but the other ways can give you better control over your campaign. It is better that you go through this link which explains about the different ways to use your keywords: https://support.google.com/adwords/answer/2497836?hl=en
Then there are other fabulous tools, like Search Query Report & Tracking Codes for you to figure out what queries (and not just keywords) your ads are appearing for.
Be sure you are using all the tools. Be sure "relevant" traffic is flowing to your website.
Needless to say, it is a good idea to seek the help of a professional PPC Manager. if you do seek the help of a professional PPC Manager, make sure he/ she is duly certified.
HOW MANY KEYWORDS SHOULD I USE?
A typical beginner's mistake is to stuff an ad campaign with keywords. Should you be doing that? Just think. Let's say I use "adwords" as my keyword. Now, it is such a common query that I would be able to get 5000 impressions in a day even with a low bid. And consequently I may end up getting 50 clicks in say, Rs 50.
But is that worth it? If you were using "adwords" as a broad match, your ad might have been shown for keywords such as "adwords vouchers", "adwords certifications", "adwords help", etc. So would it help you if these customers looking for completely different things landed on your website or called you up? The answer is No.
Now let's take it from the point of view of Cost per Lead. Let's say you use Google AdWords as your keyword & end up with 50 clicks. If your bid amount is Rs 1.50, you would spend Rs. 75 in one day. Because it is such a general keyword, chances are that only about 5% clicks might be of use to you. So the Cost per Lead in this case would be 75/3 or Rs. 25 per Lead. So it is not at all a good proposition.
We need to find keywords that pull in "relevant" queries at a cost that's within our ROI goals.
BE RELEVANT. BE FOCUSSED.
Focus on a few keywords. Try different variants through different matches. For each product, make a different ad group. Check the search report every 3 days. And soon, you will have keywords that pull in "relevant" leads.
INTEGRATE GOOGLE ANALYTICS INTO YOUR ADWORDS ACCOUNT
There are so many advantages of subscribing to & using Google Analytics that it is a surprise that people try and run their AdWords campaigns without using it. The biggest advantage is that you are able to able valuable demographic information about your visitors. But infinitely more valuable is the fact that you can see the search queries used by users to trigger your ads, in real time. Plus, you can set goals (time spent on your website or the shopping cart page on an e-commerce website) and measure results against it.
USE ADWORDS WITH ALL ITS TOOLS
AdWords is a wonderfully designed system to give you complete control over what you are doing. Do you check your Quality Score regularly? Do you see Search Report regularly? Do you use negative keywords? Are you doing Conversion Tracking? Do you see Search Funnel Report regularly? If you are not doing all of these, you may be paying a lot extra per click. Plus, your conversion rate may also be below average.
ADWORDS IS A LONG TERM PROPOSITION
You have to remember that you are investing money in advertising & AdWords is sending relevant traffic to your website; traffic that can convert to leads & leads that can convert to valuable business. There are two ways to go about it:
a) Bid higher than everyone else. Select exact or phrase match keywords. This way you might get instant results, but perhaps at a huge premium.
b) Select a judicious mix of broad, modified broad & phrase match keywords. And study the Search Terms Report religiously. Add/ delete keywords accordingly. Adjust bids as per the traffic & CTR. Create a list of negative keywords. And, in 2-3 weeks, you would have an "optimised" campaign where you might by paying 40-50% less per lead.
WE USE ALL ADWORDS TOOLS TO MAKE YOUR BUDGET LAST
The first thing we do is to look at your website. A poorly designed website, or poorly written content can be a real game spoiler. You are spending good money to bring traffic to your website. Should you not create a great website first? Plus, remember AdWords has very strict user policies. If you infringe any of the policies, your account is liable to be suspended & suspension very often means you will not be able to advertise with Google ever again in your life. Think about it.
A very common mistake is a poor "landing page". If you want to maximise your budget, make sure your landing page gives all information, including cost, that's necessary for a consumer to close the transaction. If you don't mention your cost, you are losing out on a big chance to convert a click into a lead. In case you wish to know further about good quality landing pages, you can read more here http://blog.hubspot.com/7-landing-page-design-tips
A lot of travel & tourism operators who offer packages also have good quality landing pages. So do a lot of e-commerce websites.
HOW DO WE WORK?
Our methodology is not different from others. But we probably differ from others in the following ways:
a) We create two or more ad campaigns simultaneously. The first or the major campaign contains what we call "long tail keywords". These keywords are more specific in nature & usually result in better conversion. For example, "dell laptop with i5 processor" is a long tail keyword. These keywords are not triggered frequently & comparatively more expensive. The other campaign(s) contains more general keywords (for example "dell laptops") that cost much less. Our overall idea is to have a judicious mix of specific & general, expensive & cost effective keywords so we can get more bang for the buck.
We invite you to watch the following video to understand our process better:
b) We create only one Ad per Ad Group. We want the best Ad to be shown each time a keyword is triggered. Our Ads tend to be very specific & always mention the cost upfront. We believe such Ads give us best results.
c) We keep a very close eye on best performing keywords & optimise our bids accordingly.
ARE THERE ANY READY BENCHMARKS?
That's perhaps the most difficult question to answer. Somebody who gets on to AdWords for the first time often wonders about the benchmarks established, so he/she can bid accordingly.
Based on what we have seen in the Indian market (we are based in India), the following seems to be true across categories:
a) Two word keywords ("google adwords") do not cost less than Rs 5 per click.
b) Three word keywords ("google adwords cost") do not cost less than Rs 8 per click.
c) Broad Modified & Search Phrase keywords cost in the range of Rs 15 per click.
There are categories, depending on the no. of impressions and competition, where your CPC would not be less than Rs 30.
So we can build a probable scenario here. Let us say you are using a mix of broad, broad modified & phrase matches. Your cost per click should come to Rs 12 or so. So, in a budget of Rs. 300 per day, which is a par budget, you should get about 25 clicks per day, translating to about 4 leads. So your cost per lead should come to Rs. 75.
And that's that: Cost Per Lead Rs 75. Remember, it's all "should" & not "will" or "would". There can be variances, chiefly in terms of how you use AdWords, how you bid, what keywords you use & what's your landing page & prices are. Please remember that.
WHAT DO WE CHARGE?
Our charges are Rs 5000 for creating & running your account for a month. This cost is all inclusive. No extra taxes. The cost is payable at the beginning of the month, before we start your campaign.
During these 30 days, we create as well as nurture your campaign & help you identify high performing keywords that would bring you relevant traffic at a reasonable cost.
The charge for subsequent months is Rs 2500 per month, again payable in advance.
Our charges are not linked to the budget that you choose to spend. As we have said, you should spend in accordance with your long term ROI goals.
FINALLY, OUR CREDENTIALS:
This is a one man company. But that does mean it's lacking in anything. On the contrary, I have credentials which are second to none:
a) I am AdWords Certified. On top of that, I am also AdWords Advanced Display certified. Here's the link if you wish to check it out
https://adwords.google.com/professionals/profile/ind?id=011241147102763169182&hl=en
 |
| I am AdWords Search & Display Certified. |
b) Google Analytics is an integral part of any PPC Campaign. Best of all, for all the insights it offers, it's completely free of cost. For good measure, I have a certificate in Google Analytics Fundamentals as well.
 |
| I am certified in Digital Analytics Fundamentals |
I should add that I have been handling AdWords campaigns for a year now.
If you are in India, you can pay us through bank transfer. That's the quickest. Elsewhere, there is PayPal.
WE ARE EAGER TO WORK WITH YOU, WHICHEVER CITY YOU MIGHT BE IN
Whether you are in India or elsewhere, we are eager to work with you.
It's a small consultancy born out of passion for Digital Marketing, so I handle everything myself. Your queries or feedback is attended to personally by me. In case you missed my profile given on the right, check out my LinkedIn profile: Vineet Vishnu.
I support my clients through a mix of cellphone calls & email. It's not 24 x 7 support, but it's personalised & knowledgeable.
In case you would like to call me, my no. is +919811881086. And my Email address is: vineet.jimmc@gmail.com. But remember, ISD calling rates would apply if you are calling from outside India. A better idea would be to click on the skype icon above & send me a friend request in case you are outside India. We could speak or chat thence.
Disclaimers:
1) The contact form above in no way collects your Email for any promotional or mass marketing programmes. You are free to use other means to contact us.
2) This company is a virtual company founded out of our deep passion for Internet Marketing. We have no association or formal relationship with Google or Google AdWords, and are in no way endorsed by Google.
3) Whatever data has been mentioned in terms of Clicks, CPC & CTR has been collected through our personal campaign & the campaigns of our clients, on Google AdWords. Proof can be readily submitted if asked for. To the best of our knowledge, Google does not publish any benchmarks. The data pertains to the Indian market alone.
4) All trademarks acknowledged.
5) This page is being tracked by Google AdWords, Google Analytics & Bing Ads through their respective tracking codes.
No comments:
Post a Comment