Decreasing CPCs via Omniture SearchCenter
Cost Per Click (CPCs) prices have been rising year over year for the past several years. Due to this plus the fact that the economy is still in shambles, more attention needs to be spent on lowering cost.But how can you do this? Omniture SearchCenter provides two tools that can assist in decreasing CPCs on your most expensive, most valuable keywords.Options Available:
- Portfolio Bid Management –> This option looks at all keywords in one large group and optimizes them across all of the search engines. If one keyword is doing well and one isn’t, they average out and the portfolio is considered ok. You can optimize to clicks, impressions, revenue or Return on Ad Spend (ROAS). By using an automated big management tool, like SearchCenter, you don’t have to look at the specific keywords everyday. You can dedicate your spend to keywords that are most important to you. Its good to deactivate poorly performing keywords further improving overall performance. This can run automatically or manually.
- Bid Rules –> Set rules within one engine or across all of them. When bid fall below certain thresholds, alert emails can be sent to notify business users that actions need to be taken. With these alert emails, you can then develop new bid rules that take this new found knowledge into consideration. You can also set up day parting which lets you raise, lower or disable/enable keywords during specific times of the day or the day of the week. This is another way to save money by running keywords at times you want at the CPCs you want.
** Further insight can be gained leveraging the cross visit participation plugin for Omniture SiteCatalyst. This plugin can help search marketers see the number of campaign touch points by marketing channel (paid search, email, affiliate, etc) or any other captured key performance indicator (customer loyalty, days since last visit, visit number, time parting, etc). Now see and understand all touch points that influenced the customers conversion decision instead of the first or last touchpoint (via SearchCenter allocations).
Written by:
Dorian D. Regester
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