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Using Pay-Per-Click (PPC) Campaigns to Attain Business Goals

Sadly enough, too many advertisers initiate PPC campaigns without knowing what the end goal is. A word of caution: Traffic is not an end goal! …PPC campaign effectiveness is judged by its impact on the company’s bottom line, and the return on investment. Campaign optimization is measured by an increase in CTR and improved quality score. – Ask Enquiro – Key PPC Best Practices (Part 1 of 4)

I’ve had many clients who ask me to increase the traffic to their website by helping them optimize their Google AdWords (PPC) campaign.  Often the client is already getting pretty good traffic to their site through the AdWords, search engines and direct traffic – the problem is that all the traffic isn’t helping them attain their business goals – increased leads and sales.  In these cases taking a look at the landing pages and the usability of the site can often give clues as to why the traffic is not converting to sales/leads (we’ll cover that in more depth in a future post).  Most importantly, think about what the business goals are for your PPC advertising and maintain consistent wording on ads, landing pages and through out the site.  To measure effectiveness of your PPC campaigns, think in terms of business goals – conversions, sales and ROI.  The Ask Enquiro article has good information to help you run effective PPC campaigns.

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Erubycon Day one – ELT's

First talk was Randal Thomas from Engine Yard on ETL (Extrac, Transform, Load) applications that all of us have been asked to write in the past.  These are those ‘quick, simple and one-use’ data parsing apps your accounting or HR or Business Analyst’s having been asking you about.   His point is that they are never quick, never simple and you end up running them every day for years until they are rewritten.

My personal experience with an ETL was from a telecom company I worked for that over night expanded from a rebrander to a provider. The million dollar software they bought to handled the per call billing didn’t have any way to parse the huge daily call logs coming in from carriers.  Thats what we call Enterprise!  So I whipped up a quick 40 lines of Perl code and some Bash duct tape that became the single interface to batch load the milliions of records worth hundreds of thousands of dollars daily.  And I was the Network Engineer at the time; the programmers were still working on an EJB config file to model the framework to set the display for an entry screen that would stub out the function that eventually would parse the call log.

Don’t get me wrong, Enterprise is not a four letter word (its clearly has ten letters) and Randall’s talk was on building ETLs grounded in reality.  First, be lazy.  Use google to see if someone already has done the hard work.  Second, realize that users will lie to you.  Expect to verify everything they tell you and don’t be surprised when it changes.  Business Rules are really business generalizations, and unconstant ones at that.  Use pipes when possible, chaining outputs from one application into inputs of another.  Expect to have to stop and start a process in the middle, and allow for that.  Learn SQL because there is no such thing as a perfect abstraction.  Also learn from Map Reduce and use it when needed