Erin Sagin Posts from the Internet Marketing Blog

How to Write Ad Copy for PPC: 5 Tips for Better Ad Writing

Writing ad copy for PPC can be a tough feat. The good news is, you don’t have to be a super-creative copywriter to whip up competitive ad text. In fact, following a pragmatic approach can be advantageous.Here are a few simple steps that will help you to assess the competitive landscape and write ad copy that will stand out against your competitors’, regardless of your ad rank.

Do Some Competitive ResearchDo some research to hunt down your real competitors. With paid search, it’s easy to put up your blinders and forget who you’re really up against. Don’t take the easy route and assume that your competitors are parallel companies within your space. With PPC, you may actually be facing a whole new crew of competitors.Take a high-end shoe designer like Christian Louboutin. The typical... > Read more

August 15, 2013     |   Written by: Erin Sagin   |   Posted In: Copywriting   |   Comments: 17

How to Set Up an AdWords Account

 Think you’re ready to take the plunge and start a Google AdWords account? If the next three statements describe you, than you have my blessing!You have a website that is relevant, easy to navigate, and fairly well built out.Your AdWords account will help you to bring qualified searchers to your landing pages.

Once they’ve made it to your site, it’s your job to convince them to convert. To achieve this, you must create landing pages that will compel visitors to take action. If your landing pages are cluttered, lack relevant information or do not facilitate a conversion, you’re throwing money into a black hole and your paid search efforts will be in vain. If you know that your landing pages need a little TLC, check out these tips. (Bonus points if you have mobile optimized land... > Read more

August 07, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 5

AdWords Review Extensions: Add Positive Reviews & Testimonials to Your AdWords Ads

If you’ve had an eye on the AdWords Blog lately, you may have noticed that Google is on a roll when it comes to new features, particularly in the form of ad extensions—for example, see the new image extensions and enhanced, extra-large Google sitelinks.In the past, these “bells and whistles” were often utilized by only the savviest PPC experts.

Nowadays, ad extensions are a fundamental aspect of paid search accounts. If you’re not using them, hop on the bandwagon before you’re left in its dust. Not only do ad extensions require minimal setup time, they are also displayed at no additional cost—a win-win for most advertisers.Google’s latest brainchild is Review Extensions. As you can see in the example below, these extensions give you the opportunity to share positive reviews... > Read more

July 24, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 7

Enhanced Campaigns FAQ: Top 5 Frequently Asked Questions on Enhanced Campaigns

As the deadline to migrate to Enhanced Campaigns looms ahead (it's in 12 days!), advertisers are becoming increasingly anxious about how these new features will impact their paid search accounts. Here are the answers to some of my clients’ top five most frequently asked questions about Enhanced Campaigns:Q: How do I determine my bid modifier for mobile?A: If you’ve advertised on mobile devices in the past, take some time to segment your performance by device and assess your mobile success.

Consider how you are performing at your current CPCs and set your bid modifiers accordingly. If you are new to the mobile space, Google recommends using this formula to calculate an appropriate bid adjustment: 100% x ((value per mobile click/value per desktop click) – 1)). Regardless of which metho... > Read more

July 10, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 5

Top 4 Google AdWords Features I'll Be Exploring This Summer

Last month, our team had the opportunity to visit Google’s NYC office for the Google Engage Catalyst conference.The event was directed toward agencies and, to be perfectly honest, I expected to get an earful of Google’s typical agenda pushing. Pleasantly to my surprise, Google delivered on their promise to show us “what’s new and exciting in online marketing.

”Here are the top four Google and AdWords features I’ll have my eye on this summer:Similar AudiencesCheck out this new twist on Remarketing, one of the most popular Display Network strategies. Similar Audiences allows you to display your ads to users whose browsing behaviors are similar to those of people on your current remarketing lists. I think this is a genius idea, considering that it will give you exposure to a new, q... > Read more

June 17, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 5

Google AdWords Ad Extensions Cheat Sheet

 If you’re looking to boost your paid search performance without working late in the office all summer or increasing your budget, try utilizing Ad Extensions. Not only do they require minimal set-up time, they are displayed at no additional cost.It can be tough to decide which extensions to focus on, so I’ve created a cheat sheet to help you decide which ones will work best for you:Sitelink ExtensionsWhat are they? As you can see above, Sitelink Extensions allow you to promote additional landing pages below your standard ad text.

Applying a few more lines to your ad gives you more real estate on the SERP, helping your ad to stand out against your competition. Sitelinks also give the searcher an opportunity to go to a more specific page on your site. For example, in the ad above, t... > Read more

June 03, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 34

Five Reasons to Bid on Branded Terms in PPC

 Anyone who manages a PPC account is perpetually on the lookout for a “secret weapon” to boost their performance. As a Customer Success Rep at WordStream, I have consulted for (what feels like) almost every type of account imaginable. Usually, my suggestions differ based on each individual client, but there is one foolproof recommendation that benefits just about everyone: bid on your branded terms.

OK, I know it sounds crazy. You’re probably thinking, why bother spending money on branded terms that are already triggering organic listings? (That’s what eBay recently decided, but we’re not sure their SEM managers are quite up to snuff...) Or you may be worried that paid search ads will cannibalize your organic traffic. However, Google has conducted studies that show this isn... > Read more

March 19, 2013     |   Written by: Erin Sagin   |   Posted In: Paid Search Marketing   |   Comments: 11

AdWords Geo Targeting Demystified – Advanced Location Options

I can’t tell you how frequently I receive frustrated emails from clients who encounter surprises in their geo reports. Why is Google showing their ads to people in India if their geo targeting is set to New Jersey? Geo targeting seems like one of the easiest decisions you can make when setting up an AdWords campaign, but it’s not as straightforward as it may seem.

Let’s say I run a website that sells baked goods within Maryland. By default, my geo-targeted ads would be eligible to show to searchers who:Are physically located in Maryland: This one is pretty straightforward. As long as the searcher’s IP address is located within my target region, Google can show my ads.Are located outside of my target area, but are looking for products in my area: This searcher could be in Boston, but... > Read more

February 11, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 17

Help, My Search Query Report Has Bieber Fever! Plus 5 Tips for Setting Negatives

 Imagine you’re managing a campaign for a product that sends videos over optical fiber. Would you think to set “Justin Bieber” as a negative keyword? I know I wouldn’t. As it turns out, this is one of the best moves my client, Rolands, has made.Rolands oversees paid search for AD Net, a Taiwanese manufacturer of Formosa cables.

A few weeks ago, as he was mining his search query data, he noticed that his ads were showing to searchers looking for videos of Justin Bieber—not exactly his target audience!He quickly realized that Google considered “Bieber” to be a misspelling of “fiber,” which is one of the most prominent keywords in his account. There were so many variations of Bieber queries that Rolands found himself “cleaning Biebers for the next few weeks.”If you... > Read more

January 29, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 12
 
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