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Blog
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Written by Josh Aberant
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Thursday, 14 August 2008 |
 My previous blog post ended with the question, “Why do some PPC campaigns generate more complaints than others?” This is an important question. When marketers know what causes email complaints from their PPC campaign, they know what about the PPC campaign needs to be changed.
Typically with email senders, I see text ad PPC campaigns generating email complaints due one of the following three reasons:
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Disconnect in the text of the ad. When the text of a PPC ad sets expectations that aren’t met in the subsequent email campaigns - such as what is being sold or the sale offer - subscribers will start reporting spam complaints. This will have a real cost to the marketer as subsequent email campaigns encounter deliverability issues.
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Keyword disconnect. Many marketers use sophisticated formulas based on traffic and cost analysis to determine which keywords to bid on. Often the algorithms behind this advanced keyword bid management don’t factor in relevancy of the keywords to what the marketer is actually selling or offering. This results in lots of leads (email addresses) being inexpensively acquired. Later, revenue generated from those leads will be impacted by deliverability issues. The leads will start to hit the spam button when they receive marketing messages with no relevancy to their original search, and overall deliverability and revenue will start to drop.
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Display network issues. For many varying reasons, different ad and display networks bring in different quality leads. It is simply a fact. By tracking which ad networks tend to bring in leads that complain in higher numbers marketers will know best where to spend their money.
These are just a few common examples I’ve seen of PPC email complaint sources. It is key that marketers do the investigation into their PPC campaigns to determine where complaints are being generated and why. Then marketers will have the power of that knowledge.
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