Paid Search Marketing
For whatever reason, you may not have yet partaken in a pay-per-click advertising campaign. Maybe you thought print advertising was more effective, feared the potential of click fraud, or have just been too busy to learn the ins and outs of the PPC advertising model.
- Google AdWords Traffic Estimator: Use this tool to get the estimated average AdWords cost per click (CPC) amounts for particular keywords and keyword phrases. The tool provides CPC figures for the top three ad positions, as well as figures for the estimated number of clicks per day. This information can serve as a guideline for the amounts you choose to bid for particular keywords.
- Google Search-Based Keyword Tool: This tool gives you relevant keyword ideas for your PPC campaign. You can either input your website’s URL to get the keyword ideas, enter keywords to get related keyword ideas, or get keyword ideas by performing both of these actions. The tool will tell you the number of monthly searches conducted on Google for each proposed keyword phrase, as well as the suggested CPC bid for each keyword phrase.
- The Free Keyword Niche Finder: This tool goes one better than a typical keyword research tool by providing structured keyword suggestions. In other words, rather than single keywords, your results are pre-grouped into tightly related clusters that can serve as your PPC ad groups, saving you a lot of time on the organization front.
- Website Optimization ROI Calculator: Even if you are new to PPC advertising, you know that a positive return on investment is key to running a successful advertising campaign. The higher the ROI, the better. With this ClickZ tool you can plug in a number of figures (e.g. total average monthly site visits, average conversion income, and estimated cost to improve performance) to determine your campaign’s expected return on investment. If you are not happy with that figure, you can work to adjust elements of your campaign accordingly.
- Keyword Typos Generator: Use this tool to come up with common misspellings of your keywords or keyword phrases. Misspelled keywords are usually relatively cheap, so it might be a good idea to bid on some of the words generated by this tool.
- Microsoft adCenter Search Funnel Tool: Input a search term, and this resource lets you see which words are commonly inputted in subsequent searches. If you enter “refrigerator,” for example, you see that 2.8% of users followed this search with a search for “bestbuy,” another 2.8% of users followed this search with a search for “lowes,” and 2.2% of users followed this search with a search for “sears.” This tool can help you identify good keywords for your PPC campaign.
- Microsoft adCenter Demograpics Prediction: This tool predicts the demographic breakdown of a particular search term based on users’ search queries and webpage views. In other words, it estimates the approximate percentage of men, women, and people of different age categories, who have searched for a specific term. This tool can help you decide whether to boost your Microsoft Bing cost-per-click bids for customers with your target age or gender.
- Alexa’s Site Information: Learn about your PPC competition by looking up their traffic and keyword data with this tool. If you look up Goldwatches.com, for example you will see that its traffic rank is nearly 150,000; the top five search queries driving its traffic are “gold watches,” “gold watch,” “mens gold watches,” “women’s gold watches,” and “gold cufflinks,” and the search term “14k gold cufflinks” has brought it .44% more traffic over the last month. Knowing your competition can help you better position yourself against it.
- SEO Book’s PPC Generator: Use this tool to create ads that you can upload to your AdWords, adCenter or Yahoo Search Marketing campaigns. You input such information as your ad title, keyword list, and match type.
- Google Analytics: Use Google Analytics to track visits to the various pages on your website. You can track your conversions by seeing how many people arrive at your “thank you” page. You can also see where the majority of your traffic is coming from (direct traffic, referring sites or search engines). If you have very little traffic coming from search engines, you might want to consider changing your PPC keywords.
- Yahoo Search Marketing Desktop: This relatively new resource lets you create and manage your Yahoo PPC campaign with a desktop application. The benefit of performing this work offline is you can check your work carefully before posting changes online. You also don’t have to waste time waiting for pages to load.
- Google Website Optimizer: Use this resource to test variations of your landing pages. The landing pages may have, for example, different text, different images, or different layouts. Reports will show you which variation is best for achieving your specified goal, which is most likely more conversions.
- WordStream Keyword Management for PPC: This platform helps you with every step in the PPC advertising process, from initial keyword research to grouping and organization to ad creation to analytics to bid management. WordStream for PPC provides suggestions and automation at every stage, making your pay-per-click efforts both more efficient and more effective.
- IE Tester : Make sure your PPC landing pages work across a range of browsers with the Browser Shots website. compatibility tester.Verifying cross-compatibility helps ensure that your landing pages receive high quality scores.
Photo credit: http://www.flickr.com/photos/streetfly_jz/2762376324/
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