Virtual Reality: Changing the Way Marketers are Conducting Research

Rutgers Online

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The Worst Metric to Focus on First in PPC

Open any PPC analytics dashboard and you’ll start swimming in numbers. Which ones are important and which ones can be set aside? Many people focus on the click-through rate (CTR). That’s the proportion of how many people see your ad versus clicking on your ad. So, if 1,000 people see your ad and 100 people click it, that’s a click-through rate of 10 percent.

It seems like an obvious metric for success. But speaking from more than a decade of personal experience, the click-through rate is not the first metric to examine for long-term success. Why? First, it’s a lousy way to measure how well you’re doing versus the competition. If everyone else has a high click-through rate on the same keywords, your piece of the overall clicks is smaller than you might imagine. Many new PPC marketers also seek a high PPC rate because it means lower prices from your provider, but that’s also measured in relation to your competition.

Also, just because someone clicks on your ad doesn’t mean they’re going to buy. A high click-through rate means you have an ad that people like but it doesn’t necessarily translate into purchases. If no one buys, you’ll just be paying for all those clicks with nothing to show for it.

So, if the click-through rate is misleading for success, then what’s the metric we should look at first?

The most important metric – Cost per Acquisition (CPA)

The most important metric to look at in your AdWords account is cost per acquisition. This is the average of how much you spent on AdWords for each conversion that you received on your landing pages. If your CPA is high but your CTR is low, that means that your landing page is working really well and you’re earning money despite your low ad response rate. On the other hand, if it’s the other way around it means you’re spending a lot of advertising and not selling the service well enough at the end. This is a bad situation to be in.

If your site isn’t converting and making money, it does not matter how many people are clicking on your ads. The biggest goal you should set for your metrics is to drive your CPA down. If you cannot drive it down because of high-value keywords then you’ll need to raise your prices so your CPA still leaves you with profit.

CPA is trickier to measure than CTR. It can take leads multiple visits to finally convert, so it’s hard to measure whether your landing page was a factor in bringing them back a second (or third, or fourth) time before conversion. But, in general, you need to try to push this cost down. Only when the amount you’re spending on ads is making a good return on revenue should you worry about increasing the CTR.

CTR gets a lot of press (even in earning reports) because it’s easy to measure and easy to change. Just write an ad that’s more attractive or spend more for more impressions and you can change your CTR rate. But, again, clicks are always secondary to conversions. No conversions, no profit. Worry about lowering your overall ad spend through a better CTR after you’re making money off your site.

If you focus on CPA first, your PPC campaigns will function from a much stronger foundation. Use A/B testing, changing your price points, and other landing page tactics to improve the conversion rate of those who click on your ad. The more sales you can make, the more money you’ll have to spend on advertising and improving CTR. If you chase the easy goal of a higher CTR too soon, your campaign will crash and burn.


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Chris Hickman is the founder and CEO at Adficient with 14 years of experience in search marketing and conversion optimization. In 2006 he founded Adwords Suspension and Google Penalty recovery service at GetBackonGoogle.com to help businesses and websites to get back on Google.

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How Side Income Changed My Life – Huffington Post


Huffington Post
How Side Income Changed My Life
Huffington Post
I was lucky to have taken this position the same year the office was equipped with satellite internet and a wireless router for adult leaders to come in and check their email in the lounge while not attending to their campers. In those long hours in

Webmaster Internet – Google News

Senate body approves controversial cyber-crime bill – Pakistan Observer

Senate body approves controversial cyber-crime bill
Pakistan Observer
Under this act, imprisonment of up to seven years can be awarded for funding terrorism or terrorist organisation through internet. The bill was passed by the NA standing committee on IT in 2015, while it was approved by the lower house of the

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Webmaster Internet – Google News

Official Rules for #CBS4Sweepstakes: 2-Tickets to Colts Game – WTTV CBS4Indy


WTTV CBS4Indy
Official Rules for #CBS4Sweepstakes: 2-Tickets to Colts Game
WTTV CBS4Indy
The computer clock of Sponsor's webmaster is the official timekeeping device of the Sweepstakes. …. malfunctions, or failures of any kind, including but not limited to failed, incomplete, garbled, or delayed transmission of entries, traffic

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Webmaster Internet – Google News

SearchCap: AdWords expanded ads, Google Maps UI changes & More

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: AdWords expanded ads, Google Maps UI changes & More appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Office 365 Update Brings Smart New Tools to Word, Outlook, PowerPoint

Word is getting a new researcher feature to make essays a whole lot easier to write.

The researcher tool uses Bing Knowledge Graph to find appropriate content on the Internet and then adds it right to Word so you don’t have to leave your document to search for information.

Made up of a growing list of trusted sources and reference materials, the information appears to the right of your document. If you choose to use some of the material, Word will automatically create the citation in your bibliography.

 

Word is also getting a new editor with advanced proofreading skills. So, instead of just catching spelling mistakes and bad grammar, Word will suggest new words and phrases to beef up lackluster content.

Outlook

Microsoft is now offering a tool, dubbed Focus Inbox, to help keep your inbox more organized. It separates your inbox into two tabs: Focused and Other.

Although Focused Inbox was rolled out earlier this year for iOS and Android, it is now coming to Outlook.com and will roll out for Office 365 customers in early September.

E-mails from family and friends, for instance, would go to the Focused tab, while promotional e-mails would go to ‘Other.’ You will be informed about messages that go into Other and they remain easily accessible and can be switched between tabs at any time.

“Focused Inbox is not meant to take control of your mail, but rather work with you to prioritize what is important to you,” Microsoft explained. “What lands in your Focused Inbox is determined by an understanding of the people you interact with often, and the content of the email itself (e.g., newsletters, machine generated mail, etc.). If you need to fine tune your Focused Inbox, just use the “Move to Focused” or “Move to Other” options.”

PowerPoint

PowerPoint, meanwhile is getting a new Zoom feature that allows for interactive, non-linear presentations.

“Captivate your audience with smooth, effortless navigation in and out of any slide or section, starting from a single interactive summary slide,” Microsoft said. “Present your slides in whatever order makes sense based on your audience, without exiting slide show mode and interrupting the flow.”

Check out how it works below:

 


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Jennifer Cowan is the Managing Editor for SiteProNews.

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The art of link building: Why creating connections is the key to success

Columnist Ryan Shelley explains how good, sustainable link building is not just about getting a backlink, but about creating lasting connections that provide value to users.

The post The art of link building: Why creating connections is the key to success appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Amazon Now Testing Its Delivery Drones in Britain

Amazon is teaming up with the British government to test drone delivery systems.

A cross-Government team supported by the U.K. Civil Aviation Authority (CAA) has given Amazon the green light to test three forms of drone technology:

  • Beyond line of sight operations in rural and suburban areas;
  • Sensor performance to make sure the drones can identify and avoid obstacles;
  • Flights during which one person operates multiple highly-automated drones.

These tests will shed light on how to safely use drones in the logistics industry as well as identify what operating rules and safety regulations must be put in place to help the drone industry grow.

“The U.K. is a leader in enabling drone innovation – we’ve been investing in Prime Air research and development here for quite some time,” Amazon vice-president of global innovation policy and communications Paul Misener said. “This announcement strengthens our partnership with the U.K. and brings Amazon closer to our goal of using drones to safely deliver parcels in 30 minutes to customers in the U.K. and elsewhere around the world.”

“Using small drones for the delivery of parcels will improve customer experience, create new jobs in a rapidly growing industry, and pioneer new sustainable delivery methods to meet future demand,” Misener added. “The U.K. is charting a path forward for drone technology that will benefit consumers, industry and society.”

Amazon founder and CEO Jeff Bezos announced back in December 2013 that his company had plans to use drones for delivery of products within the next five years. The initiative, which has been dubbed Amazon Prime Air, will only be used to deliver packages that weigh five pounds or less. Flying under 400 feet and weighing less than 55 pounds, Prime Air drones will use a sophisticated ‘sense and avoid’ technology, as well as a high degree of automation, to safely operate beyond the line of sight to distances of at least 10 miles or more.

“One day, Prime Air vehicles will be as normal as seeing mail trucks on the road today,” the company said in a post.

Prime Air will eventually work something like this:


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Jennifer Cowan is the Managing Editor for SiteProNews.

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Be careful and think before you click – The Keene Sentinel

Be careful and think before you click
The Keene Sentinel
Like email phishing and other scams, the distribution of false news stories has become more sophisticated as the Internet has grown. Sure, it's easy to spot and avoid links bearing the giveaway terms “this one weird trick” and “what happened next will

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Webmaster Internet – Google News

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