The Trada Blog

Trada review: Are you a mid-sized business that needs PPC?

Mid-sized businesses have a unique challenge: they need cost-efficient ways to grow, and they have sophisticated needs. What if you could grow your business with a team of highly specialized PPC experts without adding overhead?

We don’t talk a lot about what we do around here, but Trada has grown and changed and has built a large community of successful advertisers, so we want to take the time to share a customer story.

Infographic of Trada's clients

Trada assigns professional pay-per-click Optimizers to help out your small to medium-sized business – when you may not have the resources for a large in-house PPC team. We work with your team to optimize PPC campaigns on Google and Bing.

Christopher Ward, the founder and president of Lazy Day Pools, is one of our clients who was able to grow his business with the help of Trada’s PPC experts. His biggest challenge managing Google Adwords in-house was time. As his company grew, he found that he could not effectively manage both the PPC account and his growing business. He quickly determined that he needed some outside expertise to move his AdWords performance to the next level and free himself up to run his company more efficiently.

Chris learned that Trada’s performance-based model would allow him to benefit from the experts at Trada without losing transparency. “I’ve been able to expand my paid search team to 4 experts without adding any overhead, and they’re driving results. As a business owner, this is a no-brainer.”

With Trada, Chris was assigned a dedicated account manager and a team of Optimizers to help manage Lazy Day Pool’s paid search account. His team of Optimizers quickly and effectively identified areas of improvement and built out his campaigns with additional keywords, ads and bidding strategies.

With the help of Trada’s team of Optimizers, the Lazy Day Pools campaign is delivering conversions at Chris’s target price and giving him the visibility he needs into the success of his campaigns. “Without Trada, I couldn’t afford to hire an in-house team or a dedicated account manager. Trada’s solution is head and shoulders above the rest for growing companies.”

Chris’s team of Trada experts is optimizing ad copy and using A/B ad testing, and has facilitated 700% increase in CTR (click-through rate). This has resulted in a flood of customer contact requests. “Once I get a form completion, I have an 80% chance of closing that sale,” Chris says. “The Optimizers are dedicated to solving problems like that. They’re the experts about paid search, and I stick to running my business.”

To see more Trada reviews and how Trada can help your business, please read our Trada reviews from actual clients, and visit our case studies page.

Google Enhanced Campaigns: What to do NOW

In case you missed it:
Google Enhanced Campaigns from Trada and Unbounce

Trada and Unbounce hosted a webinar recently, in which Trada’s Anna Sawyer and Oli Gardner from Unbounce delved into what Enhanced Campaigns mean for you as an AdWords advertiser, and how you can prepare for Enhanced Campaigns now.

But you don’t have to watch the whole webinar: we pulled the clip about Enhanced Campaigns so you can get right to the good stuff.

Want more webinar content? Visit our webinar videos on YouTube.

3 Basic PPC Questions Answered

Let’s talk about the basics for a minute. We field a lot of questions about paid search, and today we’ll answer some of the most frequently asked questions about PPC.

Can I bid on my competitor’s brand name keywords?

The short answer is “Yes, you can.” In days past, it was considered taboo to bid on your competitor’s brand name. Companies would hire agencies to scour the Web searching for anyone who was bidding on their brand names and send them cease and desist letters. However, rules have changed and it is now considered best practice in most agencies to encourage their clients to bid against competitors. What companies cannot do, however, is include trademark names in their ads. Google and Bing will both disapprove your ads and penalize you if you  try to use trademark names in your ads.

What are negative keywords and how do they help me in my campaign?

Negative keywords are keywords companies select to prevent their ads from showing up on searches that are irrelevant to their business. For example, a manufacturer of hiking boots that had “hiking boots” as either a phrase match or broad match keyword, would want a negative keyword of “snow” since they do not sell snow boots. What a company does not want to do is include a keyword that is part of their business. In this example, the company would not want a negative keyword of snow boots, since boots is a keyword they are bidding on. This not only is good business practice, it further qualifies your lead and prevents unwanted click costs.

Does quality score really matter?

Quality score is the search engine’s rank of how relevant your keyword is to the information on your website as well as how useful it is to a user searching for products and services online. Scores range from 0 to 10 with 10 out of 10 being the highest a keyword can receive. Quality score affects not only the cost per click a company will pay for a keyword but also how high your ads rank in the search engine. Your quality score is an important factor in your pay per click campaigns, and companies want to do what they can to make sure their quality score is as high as it can be. The more relevant your keywords are to your business, the higher the quality score will be.  Companies should work closely with their web development team and their search engine marketing team, to make sure that keywords are on the site and the pay per click campaign that make the most sense to the products or services sold.

Want to learn more about Quality score? Trada hosted a webinar with the Google AdWords team very recently: it contains the most up-to-date information about how to understand quality score in 2013.