Larry Kim Posts from the Internet Marketing Blog

Should You Raise Bids on Keywords with High Quality Scores?

Recently a customer asked us, “Why should I raise bids on keywords that already have high quality scores?”I answered this question via email, but I thought I’d post the answer here too so everyone can benefit from this bid management best practice. Here’s my response:We’ve analyzed thousands of AdWords accounts and found a strong correlation between Quality Score and cost per conversion.

Meaning, if you were to look at the cost per conversion across the different keywords in your account, comparing the CPA of the keywords with a Quality Score of 1 to the CPA of Quality Score 2 keywords, Quality Score 3 keywords, and so on, you would see that on average, the lower your Quality Scores, the higher your average cost per conversion. (We compared these findings with our partners at Goog... > Read more

April 24, 2012     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 3

RIP Exact Match & Phrase Match: Google AdWords Announces Big Changes to Keyword Match Type Options

AdWords has announced changes to how the Exact Match and Phrase Match keyword match type options works. Previously, a keyword set to exact match in your AdWords account would only trigger ads for user search queries that exactly matched the keyword you specified (hence the name: exact match), and similarly, a phrase matched keyword would be triggered by search queries containing the phrase that you specified.

Soon, Google will be changing the definition of these keyword match types to behave more like Modified Broad Match. It will serve up ads for a far more diverse set of search queries, including:keyword misspellingssingular/plural formsstemmings (word endings such as "ing", "ed", etc.)accentsabbreviationsAs is always the case, Google claims that the motivation for the change is user bene... > Read more

April 18, 2012     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 18

AdWords Webinar - The 20 Minute PPC Work Week!

Hello World! On Thursday, April 12, 2012, at 11AM EST, I will be presenting an AdWords Webinar on “How to Make an Impact on AdWords in 20 Minutes a Week”The focus of this free AdWords webinar will be the 20-Minute PPC Work Week, a powerful, inpactful PPC workflow that helps PPC marketers make the maximum impact on their AdWords accounts in as little time as possible.

In my AdWords Webinar, I will cover the following topics:Seven guidelines for achieving success in Google AdWords.How to use the 20-Minute PPC Work Week to make a positive impact on AdWords results in less than half an hour per week.Advice on the most common AdWords problems that I see every day in PPC accounts and how to avoid making those costly mistakes.After attending my AdWords webinar, advertisers will understand how ... > Read more

April 11, 2012     |   Written by: Larry Kim   |   Posted In:   |   Comments: 0

Bid Management Software: Optimize Your PPC Keyword Bids in Under 20 Minutes a Week

Today I’m thrilled to announce the availability of what I believe to be the world’s most powerful and easy-to-use bid management software.Keyword bid management isn’t a new issue for search marketers, but, sadly, most of the PPC bid management solutions available are still lacking. For example, you can choose from:Letting Google manage your bids for youTrying to manage keyword bids manually, by yourselfWriting your own bid management rules (either in AdWords or an expensive third-party PPC platform)The aforementioned options suffer from either a lack of transparency and loss of control, in the case of Google’s automated bidding, or are costly and complicated to implement.

In this post, I’d like to talk a little about the new bid management software now available in WordStream PPC ... > Read more

March 13, 2012     |   Written by: Larry Kim   |   Posted In: WordStream   |   Comments: 0

3 Invisible AdWords Opportunities with Perry Marshall

 WordStream is partnering with renowned Google advertising expert and author of The Ultimate Guide to Google AdWords, Perry Marshall, to bring you a new webinar, Three Invisible Opportunities in Your Google AdWords Campaign!Join us Wednesday, March 14th at 3 p.m. EDT for a free online webinar event and learn:A simple, four-part formula for writing better AdWords ads.

A special technique for finding "holes in the sidewalk," your customers' biggest pain points.One of the greatest secrets of advertising masters, a blind spot for most advertisers that you can take advantage of!Join WordStream and Perry Marshall for this exclusive session on beating your competitors at the AdWords game. Space is limited so register now!About Perry MarshallPerry Marshall is the most-quoted authority and worl... > Read more

March 12, 2012     |   Written by: Larry Kim   |   Posted In:   |   Comments: 1

WordStream Makes Key Strategic Advisory Board Appointments

At WordStream, I take great pride in belonging to a team that strives to develop innovative new solutions for search engine marketing. Innovation and growth is helped immensely by having people with deep experience around - and so today, I'm honored to announce that we've added some very strategic talent to our WordStream advisory board.

The new team members include folks with tremendous leadership experience in the B2B marketing and Software-as-a-Service (SaaS) industries, including industry giants: Constant Contact, LogMeIn, and VistaPrint and will help WordStream grow our success. Please welcome to the WordStream team:Carol Meyers, Chief Marketing Officer, Rapid7 - Meyers, the former CMO at LogMeIn and Unica, recently joined Rapid7 as CMO, leading the marketing team to drive Rapid7 into ... > Read more

February 27, 2012     |   Written by: Larry Kim   |   Posted In: WordStream   |   Comments: 0

Keyword Not Provided – What Is the esrc=s String in Google Analytics?

This evening I was doing some SEO research, digging through some web server log files and came across a bunch of weird HTTP referrer fields like this one:http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=5&ved=0CF4QFjAE&url=http%3A%2F%2Fwww.wordstream.com%2Fblog%2Fws%2F2011%2F07%2F18%2Fmost-expensive-google-adwords-keywords&ei=WjhFT_yFGqW0iQKJ_u3aDg&usg=AFQjCNH6jAtufiEV9QQ4URJCPcqKj60iuA&sig2=R881GkyXe-xIhCnCm6pxaQI couldn't figure out what the q=&esrc=s string was because:The q= parameter was emptyI had never seen this esrc=s parameter.

There were literally thousands of HTTP referrer strings from Google containing the string:  q=&esrc=s parameter set.I did some digging and figured out that "esrc=s" has to do with the Keyword "... > Read more

February 24, 2012     |   Written by: Larry Kim   |   Posted In: Analytics   |   Comments: 21

Introducing Enhanced Ad Sitelinks: The War on SEO Wages On...

In the latest move to make SEO harder and increase Google revenues, Google yesterday introduced a new ad format called Enhanced Ad Sitelinks. This new ad format has some similarities to the existing site links ad format, but instead shows related ads in your AdWords account rather than your site links.

Here's what the new super-sized adwords sitelink looks like now:In testing, Google said that "ads with enhanced sitelinks were more useful and relevant" and "clickthrough rates were significantly higher than the same ad with traditional 2- and 3-line sitelinks." Obviously (duh), this has something to do with the fact that the new ads can occupy up to 3 times as much real estate on a Google SERP. It looks like a highly effective way to dominate above-the-fold search results, and further push o... > Read more

February 15, 2012     |   Written by: Larry Kim   |   Posted In: Google   |   Comments: 5

Frequently Asked Questions about the Top Google Advertisers Infographic

Thanks to everyone who helped us get the news out about our infographic: What Industries Contribute to Google's Revenues. A special thank you to John Abell at Wired, Jennifer Booton at Fox Business, and John Letzing at the Wall Street Journal, Noam Cohen at the New York Times, Eric Mack at CNET, Jeff Haden at Inc, as well as the guys at Black Hat PPC! In this post, I’d like to address a few of the questions that came up in the comment sections of our blog and other sites that covered the news.

Here it is again (click to enlarge), in case you missed it!And now for some Q&A’s about our Google Advertiser Infographic:Where Is the Legal Industry? (i.e., Where Are My “Mesothelioma” Keywords?)Here are the top 20 industries that spent the most on Google advertising last year.Finance &a... > Read more

January 26, 2012     |   Written by: Larry Kim   |   Posted In: Google   |   Comments: 7

What Industries Contributed to Google's $37.9 Billion in 2011 Revenues?

The Industries that Spent the Most on AdWords and What It Tells Us About the State of the US EconomyOn the heels of Google’s “disappointing” earnings announcement last Thursday – they generated a whopping $37.9 billion in revenues in 2011 – we conducted our own analysis to determine the top 10 industries that spent the most money on Google advertising last year.

The results are summarized in our Google revenues infographic, also shown below (click the image to enlarge).Google AdWords Revenue:Top 10 SpendersRevenue DataRevenue SourcesGrow Your Business With PPCWe think that the results of our analysis reveal some surprising insights into the current state of the US economy – read on for more commentary.The Top 10 Industries that Spent Big on Google AdWords in 2011Finance & I... > Read more

January 23, 2012     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 44

Adwords Voucher - 20 Google AdWords Vouchers worth $2000 in Total

Ring in 2012 with these 20 AdWords vouchers to help your small business marketing efforts. Please find below 20 adwords promotional vouchers worth $100 each - for a total of $2,000 in AdWords vouchers! These adwords voucher codes are totally free and you can use them to: If you're an advertiser, you can start a new AdWords PPC Account to get more customers If you're a PPC Agency, Give these AdWords vouchers to your new customers and apply the AdWords credit on their behalf Reduce sales objections: A $100 adwords voucher can help bing on new customers on AdWords without the risk!.

New to Google AdWords? Check out Our Most Popular AdWords Articles! To maximize the value of your free google adwords voucher, read some of our most popular Pay Per Click Marketing tutorials: PPC Budgeting B... > Read more

December 30, 2011     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 20

WordStream Featured in USA Today: Search Engine Marketing for Small Business

In today's print issue of USA Today, Byron Acohido reports on the trend of big search engine platforms (Google AdWords, Microsoft AdCenter, etc.), whose bottom lines depend on selling ads linked to search results — they are pouring millions of dollars into initiatives to help small and medium-sized advertisers (SMBs) make the leap to pay-per-click (PPC) advertising.

In the article, I argue that it's all too common for small advertisers to waste money on poorly executed campaigns.Typically, they don't re-evaluate and optimize their campaigns, and therefore miss out on the opportunity to leverage a powerful marketing channel to grow their business.Read the full article, "Big search companies woo small businesses," in USA Today!  Hit me up on Twitter: Follow @larrykim... > Read more

December 06, 2011     |   Written by: Larry Kim   |   Posted In: WordStream   |   Comments: 2

Meet WebMetricsGuru Marshall Sponder on Thursday Sept 15, 2011 in Providence, RI

Meet the Web Metrics Guru in person!Our friend Marshall Sponder of WebMetricsGuru.com (a contributor to the WordStream blog) has written a new book called Social Media Analytics, Effective Tools for Building, Interpreting and Using Metrics.To mark the occasion, Marshall will be at a book-signing event at Aspire Restaurant in Providence, RI this Thursday, September 15, 2011.

Registration is limited but you can RSVP for free here! Hit me up on Twitter: Follow @larrykim... > Read more

September 13, 2011     |   Written by: Larry Kim   |   Posted In:   |   Comments: 0

Recommended Resource: Ryan Healy

Looking for a good copywriter? We’ve got that guy, Ryan Healy, right here.Ryan Healy has helped countless businesses execute professional direct-response sales letters, emails, PPC ad text and other copy that really works to bring in new customers and bigger profits. If you don’t believe us, check out the extensive testimonial section on his site, Business Growth Strategies.

 Here are some of the ways you can learn better copywriting skills from Ryan Healy:Ryan’s website features 10 free “explosive business growth” articles full of ideas and techniques for growing your business, including strategies for curing cash flow problems, improving conversions and outsourcing to experts.He offers a 39-point copywriting checklist to subscribers of his email list.Ryan blogs regularly. C... > Read more

September 06, 2011     |   Written by: Larry Kim   |   Posted In: Best Online Marketing Blogs   |   Comments: 0

R.I.P. Reputation Management – New Huge Google Sitelinks Kills Online Reputation Management Industry?

Quick! Google the name of your company. See anything you don't like? A Reputation Management service firm can make it disappear or so that was their sales pitch, that is, until now.Yesterday we reported on Google’s roll-out of new, huge site-links that appear on branded searches, which pretty much crowds out the entire browser screen contents.

Organic search listings not affiliated with the company (such as any damaging reviews) are pushed “below the fold” or to page 2 and beyond, where fewer and fewer eyeballs venture out to.And of course, buying a paid advertisement on AdWords for your company’s name can now even further push stuff below the fold since ads are now also huge.The Reputation Management industry has sprouted up in recent years to defend clients against potentially da... > Read more

August 17, 2011     |   Written by: Larry Kim   |   Posted In: SEO Marketing   |   Comments: 7

Google Serves Up Super-Sized Organic Sitelinks in Organic SERPS

Google this week has been serving up huge sitelinks for branded searches. Take for example, this organic search for "WordStream" and look at the huge sitelinks (highlighted in yellow):I've seen searches with as few as 2 huge organic sitelinks, and listings with many as 12 huge organic sitelinks. The new super-sized mega sitelinks take up the entire page! (Learn More: WordStream's AdWords Sitelinks Guide)SEO Impact of Huge Sitelinks in Google Search ResultsAll other organic search listings are now pushed down significantly "below the fold".

It's going to be very tough for an SEO to generate any traffic on branded keyword searchs. The new mega sitelink pushes the number 2 organic search result below the fold! And it's even worse when there are a few sponsored links above the organic sea... > Read more

August 16, 2011     |   Written by: Larry Kim   |   Posted In: Google   |   Comments: 3

Worst Link Exchange Request Ever

I'm often spammed by bots and people asking for links but I thought this was pretty amusing so i wanted to share (I've just obfuscated the domain name). The part that really cracks me up is the the part in bold, below (lol). This has got to be the worst link exchange request ever.-----Original Message-----From: Bojan [mailto:info@xx-xxxxx.

xxx]Sent: Wednesday, August 10, 2011 5:16 PMTo: Larry KimSubject: Link Exchange RequestDear owner of http://www.wordstream.com,I'm the webmaster of http:// www. xx-xxxxx.xxx.We came across your site http://www.wordstream.com on the Internet and feel that it would fit perfectly into our collection of quality links at http:// www. xx-xxxxx.xxx.The Google PR of this site is currently 5.We'd appreciate it if you place a link back to our site using the followi... > Read more

August 15, 2011     |   Written by: Larry Kim   |   Posted In: Link Building   |   Comments: 12

Announcing the AdWords Performance Grader: Find Out How You’re Doing on AdWords and How to Improve for Free

Today we're announcing the release of our new AdWords Performance Grader, a free tool that grades your AdWords account performance by analyzing several key performance indicators (including Quality Score, Account Activity, Click-Through Rate, and Impression Share) and comparing your results against those of other AdWords advertisers with similar monthly budgets.

It's like a free, instant PPC audit.The AdWords Performance Grader:Shows you how well your campaigns are really doingGives you a sense of how you fit into the competitive landscapeProvides tips for improving your score and your resultsThe best way to learn about the AdWords Performance Grader is to grade your AdWords account for free, but if you don't have an AdWords account, take a look at the sample AdWords report below (click on... > Read more

August 08, 2011     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 0

The Social Media Showdown: Google+ Beating LinkedIn, Closing In On Twitter, Facebook

In light of recent reports of Google+ gaining significant traction, I wanted to find out: Is Google+ worth the effort from a marketer's perspective? The short answer: Yes! From our perspective, Google+ is already beating LinkedIn in terms of how much traffic they're driving, and it's quickly closing in on Twitter and Facebook!For this case study, I compiled Web analytics data for the WordStream Internet Marketing Blog for the week of July 18-July 24, 2011 (an unusually high traffic week for us), to see which social media network drove the most traffic – the results are illustrated below: The Social Media Showdown: Google+ vs.

Facebook vs. Twitter vs. LinkedIn (click to enlarge).The results of the Social Media Showdown are as follows:1st Place: Facebook with 47.26% of visitors2nd Place: T... > Read more

July 26, 2011     |   Written by: Larry Kim   |   Posted In: Social Media   |   Comments: 4

Where's Mesothelioma, What Is Cord Blood & Other FAQs About Our Most Expensive Keywords Study

Earlier this week we released a study that revealed the 20 most expensive, high-search-volume keyword categories to provide some insight into where Google makes all its billions in ad revenues, as well as tips on how to target super-competitive keyword verticals.The response was overwhelming! I’d like to especially thank Ryan Singel at Wired Magazine, Laurie Sullivan at Media Post, and Karen E.

Klein from Financially inKleined who helped us get the story out early on, as well as the thousands of folks who blogged and tweeted about the story this week. (And of course thanks to my colleague, the brilliant Ms. Elisa Gabbert, for having come up with the idea in the first place!)In this post I would like to briefly talk about the most common questions that came up about the study in the ... > Read more

July 22, 2011     |   Written by: Larry Kim   |   Posted In: Keyword Marketing   |   Comments: 8
 
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