Frequently Asked Questions

Halfway through the month... which PPC analyst is in the lead?

  • Eric R Reply

    As many of you know, the PPC team prides themselves on hitting both conversion and media spend goals for clients. Our internal tracking system awards a score to each analyst which calculates this score across all accounts they manage. The goal we set for analysts is to hit above a score of 80 (this means they're right on). Anything over 80 means they've exceeded their conversion goals while getting as close as possible to the media spend.

    The analyst in the lead as we're halfway through the month of June is....


    Jing Ping Chen with a score of 88!


    Basically this means she's doing an awesome job with the PPC accounts she's managing. The other analysts are close behind, so it's going to be a tight race for that end of the month bonus.

    If you have questions about pay per click marketing, ask them here. We'll have Jing Ping jump into this thread and help answer your tough questions about PPC (quality score, impression share, keyword selection, dashboard reports, etc...etc..). Throw some tough ones at her :)

    06/15/15 at 10:31 AM (18983)
  • Chris S Reply

    This is a reward? Just kidding... Jing Ping - What do you find helps a client site's quality score the most?

    06/15/15 at 10:49 AM (18985)
    • JingPing Reply

      There are a number of metrics used to determined QS but they are generally categorized into 3 categories: expected click through rate, ad relevance, and landing page experience.

      The following approach will help improve quality score:
      1. Use targeting keywords in your ad copy, creating a sense of urgency and using strong call of actions will help with expected click through rate
      2.Targeting keywords are related to products or services that are covered on the website. ( Making sure these keywords are grouped in tight themes to allow for targeted ad copies to be created)
      3. Providing great information about your products or services incorporating your keywords, use unique selling proportions, reiterate any deals or promotions and provide a clear and easy path for the users to achieve their goal, whether that be to fill out a form for more information, make a call or a purchase. These will provide a better landing page experience but will also provide a better opportunity for conversions.

      06/15/15 at 11:28 AM (18992)
    • JingPing Reply

      There are a number of metrics used to determined QS but they are generally categorized into 3 categories: expected click through rate, ad relevance, and landing page experience.

      The following approach will help improve quality score:
      1. Use targeting keywords in your ad copy, creating a sense of urgency and using strong call of actions will help with expected click through rate
      2.Targeting keywords are related to products or services that are covered on the website. ( Making sure these keywords are grouped in tight themes to allow for targeted ad copies to be created)
      3. Providing great information about your products or services incorporating your keywords, use unique selling proportions, reiterate any deals or promotions and provide a clear and easy path for the users to achieve their goal, whether that be to fill out a form for more information, make a call or a purchase. These will provide a better landing page experience but will also provide a better opportunity for conversions.

      06/15/15 at 11:28 AM (18993)
  • Eric R Reply

    Jing Ping,

    What do you think about using custom landing pages vs using your main website? Which one have you seen perform better?

    06/15/15 at 01:35 PM (18997)
  • Seth Reply

    Jing Ping -

    I often get suggestions on ad copy that wouldn't really work to well for catching people's attention for one reason or another. What key factors would you recommend when writing an ad for a client? What makes an ad "good"?

    06/15/15 at 02:11 PM (18998)
    • JingPing Reply

      Your ad should highlight unique offerings ( including competitive pricing, promotions, or exclusive offers.) The headline should grabs the users' attention and make your ad stand out from the competitors. You also want to create a sense of urgency to encourage customers to take actions. And to include at least one of your keywords in your ad to show your ad's relevance to what people are looking for.

      06/15/15 at 03:39 PM (19000)
  • JingPing Reply

    Custom landing pages are definitely great for clients that don't have pages dedicated specifically for products/services that they want to target vs using a generic landing page. Custom landing pages are simple for customers to navigate with a clear intention. In addition, they are highly relevant with on point useful information about whatever you're advertising.

    I wouldn't say one is better than the other, but making sure the landing page that you are using is highly relevant to the products/services you are advertising is key. Don't make visitors hunt around for the information they might need, make it quick and easy. Otherwise, they are more likely to give up and leave your website.

    06/15/15 at 03:30 PM (18999)
    • Seth Reply

      Great response! Very helpful stuff

      06/19/15 at 03:50 PM (19064)
  • Zach aka The Rogue Cowboy Reply

    Jing Ping, I have fielded a lot of questions recently regarding retargeting. What is a good conversion goal for these types of campaigns and how do you go about optimizing them?

    06/15/15 at 05:33 PM (19006)