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Altexis uus AdWordsi spetsialist

Internet Marketing // Altex Admin // 2009-04-21 // 11 comments

Ilmar Mihkelsoo

Ilmar Mihkelsoo

Selle aasta alguses liitusin altexi meeskonnaga ning olen üks kolmest Eesti Google Certified AdWords Professionaalist. Minu tegevusalaks altexis ongi kõik Google AdWordsi ja otsimootoriturundusega seonduv.

Rõõm on tõdeda, et viimase 4 kuu jooksul on kodumaiste reklaamijate kohalolu netis oluliselt kasvanud ning kasulikke reklaame leidub hulgim. Üleüldiselt on nende tase ka järjest paranenud, nii mõnigi on hästi kirjutatud ja positsioneeritud. Kuid mõned reklaamijad paistavad silma sellega, et lähenevad AdWordsi poolt pakutavale liiga kergekäeliselt ja jätavad nii mõnegi võimaluse arvesse võtmata.

Kuna altex manageerib mitmeid erineva mahuga AdWordsi kampaaniaid ning meie Kliendikeskuse alla on koondunud kenakene hulk teisigi reklaamijaid, siis oleme saadud kogemustele toetudes teinud ka oma otsimootoriturunduse ja AdWordsi koolituse praktilisi teadmisi ja erinevaid võimalusi avavaks.

Tüüpiline Eesti AdWordsi kasutaja reklaamib maksimaalselt 50 märksõna ning jooksutab vaid ühte staatilise sisuga reklaami ja tema keskmine CTR on 0,7%. Need ei ole just halvad näitajad, kuid nende parandamine ei ole ka kontimurdev. Tuleb rinnakuti jooksutada vähemalt kahte erinevat reklaami, vähemalt kord nädalas jälgida hinna kujunemist ning jälgida ka iga märksõna toimivust. Lisaks tasub alati oma AdWordsi konto siduda ka Analyticsiga.

Rohkem infot ja näpunäiteid leiate Kaubanduskoja Teataja märtsi numbris.

Järgmine koolitus on juba 29. Aprillil. Uuri lähemalt.

Koostöös Googlega jagab altex jätuvalt ka AdWordsi 250 kroonised vautšereid. Uurige lähemalt. Küsimuste korral kirjutage mulle ilmar@altex.ee

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There are 11 comments .

kristjan —

Altex võiks ka teha head lobi, et meie kodumaised lehed saaksid väiksema vaevaga liituda AdSenses teenusega ja sellel teel laiendada reklaami tarbijate auditooriumit.

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Jüri —

Kas saaksite avaldada ka mingeid andmeid keskmiste, kõrgeimate, madalaimate kliki hindade ja nende mediaanide kohta? See on see, mis enamust huvitab.

Üks küsimus, mis sageli üleval on, on ka kliki hinna tõus koguse suurenedes. Paljude kogemus on, et väikese koguse klikke saab odavalt, tuhandeid või kümneid tuhandeid aga juba tunduvalt kallimalt.

Mis puudutab CTR%, siis paluks alati esile tuua, kas jutt on search või content reklaamist, paljud ajavad need sassi ja need % pole üldse võrreldavad (ega peagi olema). See on sama, nagu rääkida mingist müstilisest “tekstireklaamist” ja selle efektiivsusest, samas kui sõltuvalt tehnoloogiast ja suunamisest võib selle hind ja efektiivsus erineda mitukümmend korda.

Üldistamine jätab paljudest asjadest inimestele vale arusaama ja on pigem valeharidus.

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Andrus —

Jüri küsimusele koguste kohta oleks väga huvitav vastus saada.

Samas oleks huvitav lugeda võrdldust search ja content reklaami erinevustest. st. content reklaami saab ka väga hästi ju tegelikult suunata.

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Robin Gurney —

@Kristjan
Oleme teema Google juures tõstnud kuid positiivsest progressist me veel teatada ei saa. Lähemalt juttu siin http://www.altex-marketing.com/altex-ja-google-maksa-tulemuste-mitte-lubaduste-eest

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Robin Gurney —

@Jüri and Andrus
I respect the desire for stats but unfortunately unless we are paid to produce such a report then we just do not have time in the near-medium future.
If you both are prepared to pay for such information then pls say how much and if others want to see such a report then also let us know.
If it’s commercially viable then we will do it otherwise it goes on our very long “wish list” and may or may not ever happen.
We do plan in the future to share some information and tips and special offers ONLY with companies who have their accounts under our MCC so if you do not have your accounts under the altex MCC I suggest you contact ilmar at altex dot ee

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Jüri —

I did not mean a full report. I meant a similar 0,7% CTR / 50 keywords report like Kristjan gave above. Here is my part for benchmarking, based on some larger AdWords accounts I have been running:

The average CPC from 2006 to now has been 1.40 EEK. Back in 2006 it was easy to get 50-80 cent clicks, especially if the quantities were below a few thousand per month per page you want to promote. In 2007 it was more like 1.25 EEK and in late 2008 1.75 EEK. There are still some things where you can buy small quantities for 80 or even 50 cents, but that for sure is not the average, especially if you go for thousands or tens of thousands of clicks per month.

The CTR rates and cost per click for the same product seem to increase rapidly if you try to buy more than 10000 clicks per page per month for Estonian keywords and landing pages.

While in 2006-2007 you could run most of your campaigns with the default 2.50 EEK minimum bid, you see more and more keywords that now require 6 or even 12 EEK minimum bids. I know many advertisers now averaging well above 2.5-3 EEK per click.

Back in 2006 I had an average CTR of 1.92% for search and 0.2% for content, averaging at 0.5% (and like I said, averaging apples and oranges is the devil). By the end of 2008 the numbers were 0.97% for search and 0.07% for content, averaging at 0.16%. There are just more and more advertisers and pages bidding for the same keywords and having similar content on landing pages. In 2006 you were one of the few.

Would love to hear others experiences!

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Robin Gurney —

@Jüri as i said before, at this stage we only intend to share any added value information etc with people who come under our MCC

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Jüri —

Sure, I was hoping for other advertisers to post their data!

My goal is to educate the Estonian customers (mine included), there are so many misunderstandings and wrongly interpreted about ad metrics in our country. Let’s learn and educate each-other together!

For example when we started oi.ee ad network with a maximum CPC of 2 EEK we often got asked how that compares to other possibilities out there. When talking to those (as well as our Keskuse network) advertisers, there were so many misconceptions. We will publish other comparision data in the future to everyone as well, it is a great way to learn!

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Andrus —

I have never used Adwords much, but will be doing a small test campaign next month. Will post my results and experience from it then.

I have used adsense for years and from that I can tell, that adsense revenues have dropped a lot since last November. I assume that the overall CPC on adwords has dropped quite much.

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Jüri —

I have not seen much drop on CPC since last year, but I would agree the price increases have more or less stopped.

One thing to keep in mind for small test campaign is that they are just small test campaigns. The results are very different if you try to use the same metrics for achieving larger goals. The small test results in many cases are just not scalable.

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Andrus —

@ Jüri

Agree on the small test results point, but at the same time I think there is a good handful of web sites who are not spending or planning to spend tens of thousands dollars on adwords every month. More likely their spending is around 1000 usd.

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