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Search engine giant Google has launched a new automated bidding feature which is aimed towards the improved ROI from AdWords campaigns. The Enhanced CPC tool increases conversion rates, whilst simultaneously reducing the cost per acquisition (CPA).
Enhanced CPC (cost per conversion) utilises a PPC campaign’s tracking data in order to adjust the maximum cost per conversion bids based on the probability of an advert leading to conversions. Therefore, more conversions should be achieved whilst overall CPA will either remain the same, or will be reduced.
This system means that if a term is deemed to have good potential in terms of its conversion capabilities, then the Enhanced CPC tool will bid up to 30% above the maximum CPC. On the other hand, if a user’s search has performed well historically, the mechanism will reduce the bid for that specific auction.
Enhanced CPC can also determine the location, browser, language settings of a user, before incorporating this data into its final analysis of conversion potential.
PPC represents a highly effective traffic building strategy, offering immediate results for a website. It is probably the most commonly known method, but the least understood, with the majority of individuals viewing it as a quick fix, with no labour involved. However, there is a sizeable amount of work and research which makes a successful PPC campaign possible.
Detailed keyphrase research is crucial in order to bid on the most suitable and effective traffic-driving search terms. In this context, it is evident that the new feature of Google AdWords relieves some of the pressure of PPC marketing, by providing a reliable means of recognising and bidding for keywords which represent a good return on investment.
While PPC offers a very effective way to push a site up the rankings, it is an expensive means of doing so in comparison with SEO strategies. However, if one has the budget, then PPC can be a fantastic way to access the kind of traffic volumes to be expected at the top end of the Google rankings.
By implementing both PPC and SEO campaigns, a website gets the best of both worlds; the immediacy and reliability of PPC as well as the long-term assurance and cost effectiveness of SEO.
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- Enhanced CPC – Google’s Latest Tool For Lazy PPC’ers (epiphanysolutions.co.uk)
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- Why Start A PPC Campaign? (ronmedlin.com)
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