WordStream's Published Articles

WordStream employees share their impressive search marketing experience and tactics in the below publications.

Key Search Marketing Tip: Get Your Keywords Organized

"Successful PPC and SEO starts with keyword discovery, research and organization. In paid search, discovery and research are important, since searches of the keywords you pick are what you're paying for. Keyword organization is an often overlooked, yet critical, task. Intelligent keyword management and organization are important for organic search optimization...PPC and SEO data sharing and keyword organization results can be staggering — keywords support your search campaigns, and developing an intelligent keyword infrastructure impacts search-driven revenue."

Discovering Keywords on the Cheap

"Your own site’s keyword data is the best and purest (though not the only) place to start your keyword research. Your site’s keyword data offers you three things: relevance, accuracy, and relevant accuracy.

I don’t think there’s any debate that keyword data is becoming a proprietary commodity for businesses who advertise online. As such, I think it makes a lot of sense to invest in building out a keyword list complete with actual data about how many times people will actually visit your site if you bid X, and about how many times people will convert (and at what price!) if you advertise against a given keyword."

How to Write PPC Ad Copy: Four Ad Templates That Cause Clicks and Conversions

"Ad copy is one of the most important elements of a successful PPC campaign: successfully crafting and optimizing ad text will often make or break a paid search campaign. There are a number of ways to craft effective ad copy for paid search, and various means of setting up testing and tracking on the back end. One of the most important pieces to this puzzle, though, is creating a strong foundation

Remember that there is a lot to consider after you’ve created your ad text. Set it and forget it is never a sound strategy in search marketing, and ad copy creation is no exception."

Build a Better Keyword Plan in 10 Easy Steps

"Keywords are the foundation upon which successful pay-per-click (PPC) and search engine optimization (SEO) initiatives are built. For PPC, keywords are critical because clicks on search queries are essentially what advertisers are paying for. Likewise, for effective SEO, it's imperative that web content is specifically authored and organized around the actual search queries that your customers are conducting.

In either case, keyword complacency -- ignoring the importance of ongoing keyword research and management -- ensures that an organization's SEO and PPC efforts will have limited impact."