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Archive for the ‘PPC Service’ Category

9 Most Common Reason to Fail a Pay Per Click – PPC Campaign

Monday, March 18th, 2013



There are some of the important metric that we consider useful in our PPC campaigns, but they should be thoroughly checked and viewed before making any decisions, as the alone dependency on them may lead to uninformed decisions. A few of these are quality score, average position, time on site, etc.

There is no doubt that search marketers cannot make decisions without any data. It is only data, which helps marketers in raising bids, changing ad text and pausing keywords. There are many misleading metrics that lead to wrong decisions.

Let’s study these misleading PPC metrics that could cause misinformed decisions.

  1. Impression Share: It may offer inaccurate snapshot of PPC campaign’s performance. Impression share does not take into account your optimization efforts and thus, may be inaccurate.
  2. Time on Site: Though this metric was useful a decade back, when the traffic was sent to the homepage, but now this metric is becoming increasingly irrelevant, especially with campaigns with site links that send people to the most relevant page of the site. Tools, like Google Analytics also do not give accurate information, related to this metric.
  3. Average CPC: Paying attention only to CPC can cause to overestimate or underestimate. Average CPC only tells you a part of the story.
  4. Average Position: Average position can also throw you out of track, like average CPC. When a decision is based on average position, the number of competitors bidding on keywords, ads showing up on SERPs and other metrics should also be included.
  5. Daily Budget: Though it is not a metric, but it is one of the important points to take into consideration, as Google and Bing take your daily budget caps less seriously.
  6. Conversions Rate: There is no doubt that it is important to keep an eye over conversion rate, as it tells you the number of visitors converting into customers. But, it may depend upon business model. There are several factors, like margin of products sold and how to value different conversions that should be pondered over for day-to-day management.
  7. CTR: Click-through-rate can be manipulated by your SEM manager by boosting the bids and getting ads in the top-position, utilizing ad text containing discounts or promotions, using sitelinks to other ad extensions. Decisions should not be made only on CTR. Instead, how it works for your business should be taken into consideration.
  8. First Page Bids: It can be used as guideline, but some manual bidding can help you decide where your bid needs to get on the first page.
  9. Quality Score: Quality score should take into consideration how keywords are affecting rest of your account. If keyword converts and is profitable, then it should be continued to use, no matter what your quality score is. Do optimize and raise your quality score, but it should not be the only factor.

What You Should do to make your Pay Per Click – PPC Campaign Successful


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Top 6 Website Conversion Optimization Tips – EBriks Infotech

Wednesday, March 13th, 2013



Before a person goes for holidays, he or she should make sure to follow certain tips that could not affect the business. There are numerous such top conversion optimization tips that could be helpful in achieving the set target, even though a person might on holiday.

Holidays are liked by everybody, just because a person gets time to rejuvenate. He or she gets the needed break, which refreshes both mind and spirit. However, before a person for holidays, it is must to look into business needs. The business should not get affected, else there might be numerous of problems in the coming months. Likewise, SEO guys also take care that there are certain tips followed to let conversion rate stay good even in times of holidays.

Let’s ponder over few of these tips that should be deployed to check that business do not get affected with holidays.

  1. Authentication pages should be masked with temporary or optional passwords, else people might get frustrated entering password again and again and might abandon your site.
  2. One should be Cross-Border & Cross-Country Friendly and should not have just local intent, if possible. There are many niche stores that focus only at local customers, though they might explore the scope even across the country or across the border. A person should be open to this wide market to improve upon the conversion rate.
  3. The return policy should be reviewed. It should be linked from product pages with feel good message. Visitors are always ready to buy with their credit cards in hand. Thus, that factor should not be worried about.
  4. A shopping cart should have the option “check out as a guest”. The site should allow people to shop as a guest, better than to register. Always remember that quick sale is better than no sale.
  5. Shoppers should be made aware of shipping deadlines. People should be asked to buy it now rather than after a span of time. The site should incentivize the sale by introducing a promotion that ends at the same time.
  6. Better customers’ service should be offered to people. There should be the facilities of live chat and social media interaction, as it acts as great opportunities to facilitate assisted website conversion. A person should always keep in mind that these channels are also equally important, as sale channel.

One should follow the above conversion optimization tips to make sure that visitors turn into customers regularly. The changes to implement should be thoroughly checked, before committing anything to visitors. Holiday season come up lots of traffic, making it easier to reach a significance level.


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How to do A/B Testing – EBriks Infotech

Tuesday, March 12th, 2013



A/B testing is deemed to be much helpful in testing changes done on a current page. It helps a person in knowing which changes would produce positive results. Using such techniques could help a improving a conversion rate a person could make sure that the change with positive result in implemented.

A/B testing is carried out to test changes done to a page against current designs and check out the ones that produce positive results. It is a method to check out if a change in any element of webpage or new design is improving conversion rate or not. Such testing takes out the perception from website optimization and helps take data-backed decisions, which help businesses to grow.  One can measure the impact that the changes can have on metrics like sign-ups, purchases, downloads, etc.  It allows you to ensure that the change with positive result is implemented.

A/B testing present two versions of the same page to a visitor and let them know the winner. Testing and optimizing website pages on regular basis could help you increase revenue, download and user-generated content. It effective nature allows it to hot the mainstream. The wide availability of tools has made it easy and inexpensive to run.

Let’s discuss the tips that can help you A/B test work like a badass.

  1. Test Your Software: It is important to test the control against the control to check whether the software is accurate or inaccurate.
  2. Minimize Friction: these are the elements that slow down conversions. One should look for these elements immediately. A few of them are form fields, process step, page length, etc.
  3. Clarity Trumps Persuasion: the content on the page should be simple and clear, passing reader information, where he or she is in the sale process. The things that visitor need to do should be clear. The value proposition should also be clear.
  4. Interview for Insights: It is important for A/B badass to collect the facts and feedback and to learn what the customer has to say about it. One should check out how the customer walks out of the landing page.
  5. Learn from Pricing Takeaways: you need to nail down the acceptable price. it is not just about the numbers, but customers care more about the value that is provided to them , behind the price.
  6. Learn from Higher Prices: It is never sure that low price would drive in more sales or raising price would decrease sale. Instead, the price should match the value provided to customers.
  7. Test Social Features: One should check out whether to include social buttons on product pages or not. It may decrease the sale in some cases.

Likewise, there are many such tips, like lowering AdWords position, testing all best practices, never ignoring conversion trinity, etc, which should be taken into consideration.

Ab Testing VS Usability Testing - EBriks Infotech

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Changes to Google AdWords in 2012 You Shouldn’t Miss

Tuesday, January 22nd, 2013

Google AdWords Changes in 2012

Google has shown few big changes in its search engine algorithm and Google Adwords to help users to the best. A few of the changes introduced in Google Adwords are overhauled location targeting, dynamic search ads, enhanced sitelinks, offer extension, mobile application extension, etc.

Google is continuously making changes in its search system to help users at it best. It has now brought changes in the ad formats and adwords settings to introduce new profile tests.

Let’s throw light on few major changes introduced to Adwords in 2012.

Google Shopping and Product Listing Ads: Google product search was a free tool that allowed anyone with a merchant centre account to include the product in their respective listing. Now, all these results are called commercials and powered by product listing ads. These ads appear as a band of sponsored images with product pictures, price and other details. In addition, there are certain product searches that would take the place of right column of search results with relevant details and links.

Overhauled Location Targeting: An immense change is seen in location targeting with a new location targeting tool and other sophisticated options. It would be more relevant to retailers with limited services areas and organizations that target specific areas. ZIP code targeting is the major change introduced.

Dynamic Search Ads: The new changes brought about will automatically crawl you site, if you want to pay focus at dynamic search ads. The major areas to be looked at are logic defined and dynamic ads created. It would be helpful in quickly adapting to the changing inventory.

Enhanced Site links: Organic search and paid search are becoming good competitors. Paid searches appear above the organic results. Google brought enhanced sitelinks to create a block of five ads in the premier location. The search engine looks for text ads, matches the site links for the campaign.

Offer Extensions: Like a sitelink, Google offers extension adds an offer below the text. These offers are visible, when the ads are in the top position.

Dynamic Display Ads: The concept of dynamic display ads is introduced. The ad is a template whose features products depend upon the place, where the ad is displayed. Just like dynamic search ads, it would automate the advertising process. It would definitely improve the scaling ecommerce display.

Mobile App Extensions: Google has improved upon the application market by bringing in marketer friendly applications and thus, have helped advertisers looking for the promotion of application for download with new mobile application extension.

AdWords for Video: YouTube, the search engine for videos, is one of the top 5 sites on internet. Google made the process of buying video ads simple. It brought in adwords for videos. Thus, targeting, measuring and reporting video ads on YouTube and Google Display network is made integrated on adwords.

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