Elisa Gabbert Posts from the Internet Marketing Blog

AdWords Experts Share the Secrets of Their PPC Success, Part 13

This is the latest in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance. For more in this series, see:AdWords Experts Share the Secrets of Their PPC Success, Part 1AdWords Experts Share the Secrets of Their PPC Success, Part 2AdWords Experts Share the Secrets of Their PPC Success, Part 3AdWords Experts Share the Secrets of Their PPC Success, Part 4AdWords Experts Share the Secrets of Their PPC Success, Part 5AdWords Experts Share the Secrets of Their PPC Success, Part 6AdWords Experts Share the Secrets of Their PPC Success, Part 7AdWords Experts Share the Secrets of Their PPC Success, Part 8AdWords E... > Read more

January 03, 2012     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 0

WordStream's Best of the Year: Our Top 10 Posts of 2011

 Top 10 of the month? Pshaw! It wouldn’t be December without year-end lists, and here’s our very own best of 2011 – the posts from the WordStream blog that racked up the most page views all year long. It’s not too late to get your own eyeful:The Most Expensive Keywords in Google AdWords – Larry’s write-up of our infographic revealing the 20 keyword categories with the highest CPCs was our most popular blog post of the year, with good reason – I’ve often speculated on which keywords cost the most, but until we dug into our own keyword data, I had never found a satisfactory answer to the question that went beyond “mesothelioma” speculation.

A Dead-Simple Google AdWords Certification Guide: Costs, Tips & Tricks for Google Certification – It would appear that a wh... > Read more

December 30, 2011     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 7

Year in Review: A Look at What Happened in Search in 2011

Last year I realized that my weekly Friday round-ups, taken as a whole, constitute a yearly round-up. So last December I reviewed some of the search marketing highlights from 2010, and I’ve decided to make it an annual tradition, right up there with watching Mickey’s Christmas Carol on 12/24.Here’s some of the wild, wonderful and wiggity-wack stuff that went down this year in the world of Internet marketing, in chronological order.

(Notice how many of these headings begin with “Google” – like it or not, the Mountain View giant is still ruling the roost in search.)Debate Rages (Sort of) Over Search NeutralitySome people think search engines, like ISPs, should be “neutral” – but how exactly would that work? Since search engines by definition rank some results over others, t... > Read more

December 29, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

AdWords Experts Share the Secrets of Their PPC Success, Part 12

This is the latest in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance. For more in this series, see:AdWords Experts Share the Secrets of Their PPC Success, Part 1AdWords Experts Share the Secrets of Their PPC Success, Part 2AdWords Experts Share the Secrets of Their PPC Success, Part 3AdWords Experts Share the Secrets of Their PPC Success, Part 4AdWords Experts Share the Secrets of Their PPC Success, Part 5AdWords Experts Share the Secrets of Their PPC Success, Part 6AdWords Experts Share the Secrets of Their PPC Success, Part 7AdWords Experts Share the Secrets of Their PPC Success, Part 8AdWords E... > Read more

December 19, 2011     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 1

Women in Startups: Is There Room for Us & Our Mad Baby Fever?

Penelope Trunk, true to her “Brazen Careerist” brand, wrote an assertive – and annoying – guest post this week on TechCrunch called “Stop Telling Women to Do Startups.” It starts with a sentence that isn’t even grammatically correct:We need to get more guys who are running tech startups instead decide to be stay-at-home dads.

She goes on to say that of course this statement sounds “stupid” – just as stupid as the reverse, or saying that more women should do startups instead of being stay-at-home moms. There are plenty of opportunities for women in startups, she claims – but women don’t want them, because women want babies.As far as I can tell, her only evidence for the claim that women don’t want to do startups is that not many women do startups. Trunk is assuming ... > Read more

December 16, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 2

AdWords Experts Share the Secrets of Their PPC Success, Part 11

This is the latest in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance. For more in this series, see:AdWords Experts Share the Secrets of Their PPC Success, Part 1AdWords Experts Share the Secrets of Their PPC Success, Part 2AdWords Experts Share the Secrets of Their PPC Success, Part 3AdWords Experts Share the Secrets of Their PPC Success, Part 4AdWords Experts Share the Secrets of Their PPC Success, Part 5AdWords Experts Share the Secrets of Their PPC Success, Part 6AdWords Experts Share the Secrets of Their PPC Success, Part 7AdWords Experts Share the Secrets of Their PPC Success, Part 8AdWords E... > Read more

December 13, 2011     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 0

Web Marketing Roundup: 4 Things I Learned This Week

 1. People Like Being LabeledOr, to be more specific, people like being included in a group, and you can use that psychology to persuade them toward action. In a great article on KISSmetrics, Gregory Ciotti applies the results of five consumer psychology studies to the science of conversion optimization.

Gregory recounts one of these studies like so:After being interviewed in regards to their voting patterns, half of the volunteers were told that they were likely to vote since they had been deemed more politically active, and the other half was not.The results?On election day, the group that was told they were more likely to vote had a 15% higher turnout than the control group (despite the fact that people were randomly told they were more likely to vote, and not told based on th... > Read more

December 09, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 2

PPC Budgeting Best Practices for 2012, Part 2

We just released a new, free white paper for search engine marketers: "PPC Budgeting Best Practices: 10 Tips for Setting Your 2012 Budget." You can read Part 1, which includes the introduction and the first tip, in yesterday's post. Below you'll find tips 2-5.2. Base Your Budget on ProfitabilityThis tip seems pretty straightforward, but with all of the nuts and bolts and minutiae that go into running successful PPC campaigns, managers sometimes forget to focus on the most important metric: profitability.

As with all things PPC and marketing in general, remember to base your decisions on profitability and the way your business actually runs. Areas of your account that are more profitable should get more attention and more of your budget.3. Don’t Arbitrarily Cap Profitable SpendIf your cam... > Read more

December 08, 2011     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 2

PPC Budgeting Best Practices for 2012: New (Free) Guide!

We just released a new, free white paper for search engine marketers: "PPC Budgeting Best Practices: 10 Tips for Setting Your 2012 Budget." You can read the introduction and the first tip below. Click here to download the full guide.PPC Budgeting Best Practices: 10 Tips for Setting Your 2012 BudgetAs the end of the year approaches, it’s time to start setting budgets for your various marketing channels in 2012.

If you’re relatively new to pay-per-click (PPC) marketing, you’ll probably find that budgeting for this channel can be a challenge.Setting budgets for your PPC campaigns is complicated, but it doesn’t have to be difficult. In this paper, we’ll walk through ten best practices to help you get the most from your PPC budgets in 2012.1. Getting Started: How to Determine Your Ini... > Read more

December 07, 2011     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 0

AdWords Experts Share the Secrets of Their PPC Success, Part 10

This is the 10th in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance. For more in this series, see:AdWords Experts Share the Secrets of Their PPC Success, Part 1AdWords Experts Share the Secrets of Their PPC Success, Part 2AdWords Experts Share the Secrets of Their PPC Success, Part 3AdWords Experts Share the Secrets of Their PPC Success, Part 4AdWords Experts Share the Secrets of Their PPC Success, Part 5AdWords Experts Share the Secrets of Their PPC Success, Part 6AdWords Experts Share the Secrets of Their PPC Success, Part 7AdWords Experts Share the Secrets of Their PPC Success, Part 8AdWords Exp... > Read more

December 05, 2011     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 0

The 9 Steps to a Better Conversion Rate [Infographic]

The folks at KISSmetrics and Conversion Rate Experts have put together an infographic that lays out a nine-step process to improving conversion rates. (Spoiler Alert: It's more of a document than an infographic per se, so put on your reading glasses.)RELATED: What's a Good Conversion Rate?At a high level, here are the steps:Determine your strategy and goalsAnalyze existing traffic sourcesAnalyze your visitors (especially those that don't convert)Study your marketplaceIdentify your most persuasive assetsDevelop strategic experimentsDesign pages to testRun your A/B testsApply your winning elementsClick the image below to view the larger version.

... > Read more

December 02, 2011     |   Written by: Elisa Gabbert   |   Posted In: Conversion Rates   |   Comments: 3

Is Nothing Sacred? Now Even Ads Are Social

SEOmoz this week reported on a new AdWords extension – and surprise, surprise! It’s a social extension!Seems like almost everything Google does these days is a subtle or not-so-subtle push for Google+, and this update is no exception.As you’d know if you read our Ultimate Guide to Google AdWords Ad Extensions, extensions are ways to make your ads bigger and give searchers more opportunities and incentives to click or reach you by including extra site links, product images, phone numbers and more.

When enabled, the new social extension shows searchers “how many people across the web have +1'd the landing page or the Google+ Business Page.” As Mozzer JustinV explains, there are two flavors of social extension, personal and basic:The personal extension shows how many people in the s... > Read more

December 02, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

Best of the Month: WordStream's Top 10 of November

 Holy moly, guys. Another year, come and gone. I mean December basically doesn’t count; it’s basically already over, Christmas happened, and you’re all making hungover resolutions. Am I right?This time next month, I’ll be bringing you our best of 2011. But for now we’ll stick to the past 30 days.

Here are our top ten slammingest blog posts of the month:How Does the AdWords Auction Work? – Our latest infographic, a visual explanation of Google AdWords, was a big hit. If it you missed it the first time around, check it out.Small Business Saturday 2011: Tips and Tricks to Make the Most of November 26th – Black Friday, Small Business Saturday and Cyber Monday have come and gone, but Meg’s marketing tips for SMBs are worthwhile year-round.Our Top SEO Link Building Posts of ... > Read more

November 30, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0

AdWords Experts Share the Secrets of Their PPC Success, Part 9

This is the ninth in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance. For more in this series, see:AdWords Experts Share the Secrets of Their PPC Success, Part 1AdWords Experts Share the Secrets of Their PPC Success, Part 2AdWords Experts Share the Secrets of Their PPC Success, Part 3AdWords Experts Share the Secrets of Their PPC Success, Part 4AdWords Experts Share the Secrets of Their PPC Success, Part 5AdWords Experts Share the Secrets of Their PPC Success, Part 6AdWords Experts Share the Secrets of Their PPC Success, Part 7AdWords Experts Share the Secrets of Their PPC Success, Part 8This week... > Read more

November 29, 2011     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 0

AdWords Experts Share the Secrets of Their PPC Success, Part 8

This is the eighth in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance. For more in this series, see:AdWords Experts Share the Secrets of Their PPC Success, Part 1AdWords Experts Share the Secrets of Their PPC Success, Part 2AdWords Experts Share the Secrets of Their PPC Success, Part 3AdWords Experts Share the Secrets of Their PPC Success, Part 4AdWords Experts Share the Secrets of Their PPC Success, Part 5AdWords Experts Share the Secrets of Their PPC Success, Part 6AdWords Experts Share the Secrets of Their PPC Success, Part 7This week’s AdWords expert interview is with Antonia Matthews, Online... > Read more

November 22, 2011     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 2

What Do Adult Sexual Services Have to Do with AdWords?

A couple of days ago our fearless head of marketing, Laura, noticed an odd result in the Google SERPs – the sponsored results for the query “adwords services” were pretty run of the mill, but the first organic result was a bit shocking:I tried the same search on my own machine and got the same result.

What the hell?At first when you see “Adult sexual services” you think someone has successfully spammed the results with white text on a white background or some such old-school black-hattery. But this result is from the official AdWords domain! The page is from the Legal section of the AdWords Policy Center (“Requirements for advertising with Google AdWords”). “Adult sexual services” is from a list of “Restricted Products and Services” that also includes abortion, endang... > Read more

November 18, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

How Does the AdWords Auction Work? [Infographic]

If you work in the search marketing industry, you may have found yourself having a conversation somewhat like this one (the same conversation I have every time I tell a "regular person" what I do):Regular Person: So, what do you do?Me: I work as a writer for a software startup.Regular Person: What kind of software?Me: Um, search marketing software?Regular Person: So .

.. like Google?Me: Well, yeah, sort of. We make software that helps people advertise on Google.If this regular person is curious enough to know more (rare), I usually find it helpful to explain that Google advertising functions similarly to an auction. In the off chance that they tell me advertising on Google does not work, I tell them that our whole company exists because it does work.How Does Google AdWords Work?Since there ... > Read more

November 16, 2011     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 33

AdWords Experts Share the Secrets of Their PPC Success, Part 7

This is the seventh in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance. For more in this series, see:AdWords Experts Share the Secrets of Their PPC Success, Part 1AdWords Experts Share the Secrets of Their PPC Success, Part 2AdWords Experts Share the Secrets of Their PPC Success, Part 3AdWords Experts Share the Secrets of Their PPC Success, Part 4AdWords Experts Share the Secrets of Their PPC Success, Part 5AdWords Experts Share the Secrets of Their PPC Success, Part 6This week’s interview is with Danny Wood of Canada’s Web Shop, an online marketing company that offers pay-per-click advertising... > Read more

November 15, 2011     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 1

Our Top SEO Link Building Posts of All Time!

If there’s one thing I’ve learned from looking at our analytics over the years since we launched this blog, it’s that People. Love. Link building. Articles about link building consistently drive the most traffic over time. Why? It’s not the only thing that matters for SEO – you also need great title tags, strong information architecture, etc.

, etc. Those posts do pretty well too, but there’s not as much to say about them.My theory is that link building is more like a game, and I bet a lot of SEOs grew up as gamers. SEO link building isn’t just a matter of learning a few basic best practices and applying them. There will always be new ways to score links, and getting a great link is a triumph for an SEO. It’s like a new top score on Donkey Kong.Are you the King of Kong?Since... > Read more

November 14, 2011     |   Written by: Elisa Gabbert   |   Posted In: Link Building   |   Comments: 23

It's Friday: Nothin' But Roundup

 This weird owl turned up when I searched Flickr for "Friday." Let's just go with it.Google and Other Forms of Corporate EvilEric Schmidt Is Right: Google’s Glory Days Are Numbered – At TechCrunch, Dan Kaplan quotes from Eric Schmidt’s letter to the Senate Subcommittee on Antitrust, Competition Policy, and Consumer Rights (“History shows that popular technology is often supplanted by entirely new models”) and explains why Google is headed for a downfall.

Google Freshness Update: The Real Winners & Losers – Google recently announced a new update that delivers “fresher” results for about 35% of queries. Patrick Altolft thinks will be bad for brands, whose own properties will get pushed below random news and reviews.Google May Penalize Your Site for Having Too Man... > Read more

November 11, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 2
 
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