Structure Your Accounts Correctly & You’ll Pay Less Per Click & Make More Sales

Now, there’s no shortage of articles already written about it.

These guys wrote about it twice!

http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer

http://www.ppchero.com/just-in-case-you-havent-heard-lately-ppc-account-structure-is-still-important

Here’s more:

http://www.orangesoda.com/blog/quality-score-account-structure

http://www.ppc101blog.com/%3Fp%3D36

http://www.web.com/blog/internet-marketing/managing-your-ppc-account-10-tips-for-tip-top-results

http://www.searchmarketingnow.com/ppc-tips-for-success-building-a-winning-account-structure-301

And they’re all right…

If you can peel a PPC geek away from his beloved Adwords editor for a minute, the first thing he or she will tell you most people do wrong is structure the account improperly.

You can read about what improper setups are on any of the links above, but the real question is what will you do with this new found information? How many people do you think read these posts, then went back into their accounts and made some changes….hmmmmm

• Will you spend an hour each Friday re-structuring your campaign to lower your costs & get more conversions?
• Did you spend 40-70 hours setting up your account correctly before you launched it? (That’s the average amount of man hours we spend launching a new account)

Well, if you value the results of implementation (also known as more revenue) over the ‘warm fuzzy feeling’ of learning new information, we should talk about us doing it for you.  Call us today: 866-819-4650 x 701

Google’s PhDs have research to  backup their argument.  I’m sure it’s not an evil plot designed to set your sights on the top (more expensive) spot for all that extra traffic that you are missing out on.  Financial motivations should at least be somewhere way, way back in your mind though.  Smart people can make data prove lots of arguments.

It’s just blanket claims always make me uneasy.  For every rule of thumb, or best practice there’s always an exception.

Long copy vs. short

1 page checkout vs. 2-3 page processes

Long headline vs. short headline

….and the list goes on. There are case studies to prove or disprove just about anything.

A more practical matter.  An actual client, spending actual money, getting actual leads.

I wanted to share with you a 30 day position analysis we ran for a ppc lead generation client.

For this client, positions 4-8 brought in the most impressions, most clicks and highest conversion rate when compared to spots 1-3.  In fact the conversion rate in 4-8 was about 3  times that of spots 1-3 and received more impressions.

conversion by ad position

I don’t doubt the validity of Google’s research, but this client’s ads are staying in position 4-8. With conversions rates above 12% and cost per leads in the $6-$7 range vs. a conversion rate around 4% and cost per lead of $9-$10 in spots 1-3

Final thoughts:  I’ve just picked off a slice of data to make my point, it should be noted that this too is only a piece of the puzzle.  End lead quality may  be a whole other story.   What if the leads from spots 1-3  brought in significantly more revenue to justify the higher cost per lead and lower conversion rate?  Stay tuned…

Problem: 95% of visitors were leaving a medspa website in less than 10 seconds

Hypothesis: People would visit more pages and stay on the site longer if there we removed the “procedure” step and made the treatments and important information options visible and within one click, anywhere in the site.

Baseline numbers:

• 5.5% of visitors were going to more than one page
• 5.12% of visitors were staying for more than 10 seconds.  Not good!

Time visitors spent on the Medspa website:

Half way into June a new navigation format was made to the site. Enabling visitors to get from any procedure to the next or view information about the doctor within one click.

The results were immediate:

• 14.79% were visiting more than one page
• 14.62% were staying more than 10 seconds

Time visitors spent on the Medspa website in June:

July would be our first whole month with the new navigation and the totals we saw were similar to the second half of June, post navigation change.

• 39.45% of visitors viewed more than one page
• 38.18% stayed more than 10 seconds
• 13.16% were one the site from 1-3 minutes a 10x increase over the May numbers

Time visitors spent on Medpsa website in July:

medispa marketing length july

August would tell the same story, confirming the original hypothesis.  The lesson being, make things extremely easy and accessible within the fewest clicks possible, preferably one click.

• 41.1% of visitors would stay longer than 10 seconds
• 42% would visit more than one page.

Time visitors spent on the Medspa website in August:

medispa marketing length august

Obviously visitors don’t pay the bills, there was a corresponding increase in phone calls & consultations to go along with the visitor stats.

For a 15 minute, no pitch/no sell website diagnosis contact us at 866-819-4650 x 701