Monthly Archives: July 2017


Pay Per Click Metrics That Matter – Why You Need To Look Beyond The Top Metrics


Paid media platforms such as Google, Facebook & Bing offer an exceptional way to reach to
your targeted audience. Using those platforms, one can not only create brand awareness but
can also generate qualified leads and get conversions. Finding pay per click metrics that matter is a challenge, so read on to improve your PPC campaign and ultimately your business.

Usually, we look at the top metrics while analyzing the performance of our campaigns. Is the
cost per clicks low? How many conversions did we get? How many impressions did we
received, but if you look beyond the top metrics, there lies the original picture. Getting the
audience to click on your ad is one thing, but what we really get from the leads (sales, downloads, phone calls, etc.), in the longer run, should be our main objective.

When you start thinking about the long term, you actually start digging deep and often find
yourself where very few ever cared to reach. It’s one thing that you get a good return on your
investment from one campaign, but it’s entirely different thing to actually utilize those leads in
the longer run. In the other words, you should be focusing on the lifetime value of the leads
rather than temporary gains.

For example, you started a Facebook ad campaign which got your page more likes and
engagement than you expected. But if you are doing nothing to retain the attention your
page received, then all the efforts and money will go in vain.

Start focusing on the post-click experience

Your call to action determines which sales funnel would be better for the potential customers
because it’s never “one size fits all”. You have to set a specific line which your users can follow
and you have to test it out and ensure that it’s working well before you launch the campaign.

  • If you have chosen phone call as a call to action, make sure that you have enough
    manpower to handle the calls. Also, you want to make sure that only the trained
    professionals are answering the calls because if they will be unable to provide
    information instantly, the customer will not take the next step. Also, the wait time should
    be minimum and it should be human on the other end of the phone if you really want
    that click to convert into an actual sale.
  • If the call to action is “Email”, then make sure that you have a proven and tested email
    marketing strategy in place. Getting people to open a promotional or any sales related
    mail is a tough task, but it can be done by employing a good strategy, using compelling
    copies and engaging images.
  • If we are directly trying to get the sales, make sure that item is available. Also, if they
    leave the site after adding the product to cart, reach out to them via email. It will
    drastically increase your chances. Even if they make the initial purchase, stay in touch
    with your customer via mail or social media.

As mentioned earlier, the top level metrics are just the tip of the iceberg. If you really want your
paid campaign to be successful, you must ensure that everything, from the start to beginning is
synchronized to perfection.

View our suite of PPC Management Services designed to get the clicks, conversions and develop long term customers.



Start Optimizing Your Website For Voice Search



Voice search is picking up the pace quickly. Google reported that more than 20% of the
searches are already being performed via voice search. And due to the increasing number of
Internet of things, experts are predicting that the number might go up to 50% by 2020.

Well, the prediction might seem a bit exaggerated, the growing trend is indicating that it
might be possible. Amazon Echo and Google Home are not only creating buzz but are also getting a lot of positive reviews. The Amazon Echo was the best selling product during the 2016 holiday sales! Also, now every smartphone comes with a personal assistant, which further escalates the possibilities of voice search becoming a big hit!

While many people may argue that the “Experts” have been predicting such things for quite
some time, without any success. Now people are more tech savvy and they
prefer convenience, and that’s exactly what voice searches provide. For seniors,
it’s really hard to type a long sentence into the search box. And then there are those with big
fingers, they struggle a lot to type just a single sentence. Also, if you have your hands dirty or are super busy trying to multitask, voice search is very reliable.

Voice search makes it easy for everyone to ask questions, without struggling with the tiny keys.
Also, the fact that humans can barely type 40 words in a minute but can speak up to 150 words
pushes the possibilities even further. Google has reported that their Voice search is now 95
percent accurate, a 20 percent improvement when compared to 2013.

The voice search may have tasted the limelight long ago, but because the AI was not so
good at getting the context, people were turned off. Now many people don’t use it
because of the poor past experience. However, things might change because of the high level of
accuracy that voice search now provides. In the near future, the AI will become more sophisticated in understanding the actual context of the queries. They will provide results based on the context rather than going with the literal meaning. And this will compel everybody out there to use voice search, because who doesn’t love convenience?



A recent study revealed that people are starting to use voice search in public, because in
the past, most of the users were quite hesitant, and only felt comfortable at home or in private
space. But as the technology is advancing, they are getting used to it.

As a business owner, it’s better to keep an eye on the changing trends and this is exactly what
we are asking you to do. Until now, optimizing your content for voice search was mainly for
the B2C business, but since it has the potential to go mainstream, it’s better that you start
optimizing your site for the voice search immediately. It will not only put you ahead of the competition, but will also affect your overall SEO efforts because it’s not a separate initiative, but just an expansion of the existing SEO practices.

Here’s how you can be prepared for the B2B voice search.

It’s a no brainier that voice search will be performed using mobile devices, so mobile
optimization is crucial. If you start optimizing your website for voice search now you will be able to ride the first wave that other people didn’t catch.

As compared to text search, voice searches will be longer. So research long tail
keywords and use them in your content. Also, you might want to start giving your
language a natural /conversational tone so that the search engines find your website
relevant for the search queries.

Optimize for local. Voice search will mostly target nearby locations. So, it is critical that
your business is listed and verified in top tier local directories such as Google My Business,
Bing, Facebook, Yelp, etc. Terms that people use most often when performing a voice search for a local business are “Near Me”, “Around Me” and “Close To Me”.

Targeting featured snippet will help you get the position zero (equivalent to the page
one ranking).



When it comes to ads, relevance plays a vital role. Google has provided many tools that help advertisers ensure that they are targeting the right people. They just have to evaluate the quality score & it’s components. Recently Google has launched seven new quality score reporting columns.

The biggest highlight is that advertisers will now be able to access the historical quality score data. This data will be available via 4 new columns “Qual. Score (hist.),” “Landing Page Exper. (hist.),” “Ad Relevance (hist.)” and “Exp. CTR (hist.)


Keep in mind that they only reflect the last known score for the selected date range.


You can also segment data by day and the see how end of day quality score has changed over time. The new columns will display breakouts for:

  • Expected Click-through Rate
  • Ad Relevance
  • Landing Page Experience