WebVisible Enterprise FAQ

CPC

• What does CPC stand for?

  CPC means cost-per-click. It's also sometimes referred to as Pay-Per-Click (PPC). CPC is an appropriate goal if don't have the ability to track acquisitions, or if you just want to drive traffic to a site or landing page.

• How do I determine my CPC goal?

  Your target CPC goal reflects the maximum amount you're willing to pay per-click to attract visitors to your site. It's calculated by the formula:
  Cost of advertising or marketing budget / Click goal (number of clicks) = Target cost-per-click (TCPC)

• How does WebVisible Enterprise calculate the observed CPC?

  WebVisible Enterprise uses the following formula to calculate your observed CPC performance per Initiative:
  Total number of clicks (per campaign) / Number of clicks generated (per Initiative) = CPC

• How does WebVisible Enterprise help my campaign achieve its CPC goal?

  While some of your keywords may be costing more than your CPC goal (and others less), WebVisible Enterprise focuses on the total CPC performance across all keywords within an Initiative and whether they're helping you attain your CPC goal. WebVisible Enterprise will position your CPC just below the CPC goal you selected when you set up your Initiative to attempt to maximize your ad's number of clicks.

• What will WebVisible Enterprise do if my CPC goal is higher than requested?

  If your CPC is increasing, WebVisible Enterprise will lower the bids on several of the most expensive keywords. For example, if your ad is in the first position, WebVisible Enterprise will lower its keyword bid to place the ad in the second position. Similarly, if your ad is running second, WebVisible Enterprise will lower the keyword bid to place your ad in third position. Overall, WebVisible Enterprise will try to minimize efforts to reduce keyword bids, as we don't want to dramatically lower the number of clicks your ad receives. If the cost of a group of keyword is less than what's permitted, WebVisible Enterprise will bid higher on a select number of keywords to help your ad generate more clicks

• Will WebVisible Enterprise show me if my actual CPC is above or below my target?

  Yes! Your account Dashboard displays your target CPC (if you have selected it as an Initiative goal) and a graph detailing CPC activity over the course of your campaign's history with WebVisible Enterprise. The data shows a moving average over time to smooth out any short-term fluctuations and highlights the important trends in your account. Your account Dashboard also has a Performance Overview table, which displays your campaign's CPC performance last month, this month, the last seven days, and yesterday.

• Is there a way for me to look at the CPC of a particular keyword?

  Yes! Once WebVisible Enterprise makes bid change recommendations, it will indicate whether a particular keyword is above or below your target CPC. Go to Manage>Recommendations and place your cursor over the question mark that appears next to the keyword you're interested in implementing. A pop-up will display your target and observed CPC. You can then implement the suggested keyword recommendation to either raise or lower your bid by selecting “Do it!”

• Will adding new keywords help me achieve my CPC goal?

  Adding new keywords will increase your daily ad spend and may actually have a negative effect on your CPC. There are times when you'll want to add new keywords, such as when you're adding a new product or service to your site, or if you're new to search engine marketing and setting up your first campaign. However, if your campaign is meeting the goals you've set, we suggest that you be very cautious when adding new keywords. For more information about adding keywords, check out the Keyword Finder section.

• How do I change my CPC Initiative goal?

  Go to Settings>Manage Initiatives and select the name of the Initiative you want to change. Two tabs will appear: Contents and Settings. Select Settings and enter in your new target CPC in U.S. dollars. Be sure to save your changes. For your convenience, the “Save Changes” link is located at the top and bottom of the Initiatives column on the right-hand side of the page.