PPC Cum Laude: 3 Smart Strategies for Higher Education Marketing

On August 15, 2016
2

If you’ve read my posts in the past, you’ll know I came to paid search from the world of advanced degrees and elbow patches. While the academia wasn’t quite for me, I’ve managed a number of accounts where I had to use paid search and social ads to find others who are interested in pursuing higher education in its many forms—from locally-targeted advanced degrees to worldwide MOOCs.

PPC Strategies for Higher Ed

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How to Apply Game Theory in PPC Marketing

On August 15, 2016
15

I was blown away when I heard that the U.S. Federal Trade Commission is suing 1-800 Contacts for anticompetitive behavior. The contact lens company allegedly struck deals that prevented rivals from bidding on PPC ads on Google and Bing using their trademarked terms and variants.

Basically, 1-800 Contacts is in trouble because they were applying game theory to improve their PPC results.

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EMDs vs. Branded Domains: What’s the Best Solution?

On August 12, 2016
1

Numerous pivotal decisions need to be made when you first start building your company’s marketing strategy and online presence, and choosing the name of your website is one of the most important. Since it’ll probably be the first impression of your brand that customers will encounter, a domain name is as crucial to your business’s success as your company name itself. But the decision rests largely on whether an exact match domain (EMD) or branded domain is a better fit for your business.

 EMDs vs. branded domains

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Healthcare Marketing Insights for PPC Advertisers [Infographic]

On August 12, 2016
0

Each year, Google processes a whopping 28 billion search queries about healthcare topics from across the United States. Nearly a quarter of those consumer needs are resolved by medical ads, resulting in 1 billion clicks on search ads.

Healthcare is such a broad category, though. Advertisers in healthcare are competing against hospitals, pharmacies, labs and other diagnostic services, pharmaceutical companies, weight loss brands and more for their share of online consumer attention.

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Google Retiring Converted Clicks – How Will You Measure Conversions Now?

On August 11, 2016
1

Google recently announced one more major change – AdWords has outgrown the “converted click” metric it’s been using for the past 15 years and advertisers will not be able to measure converted clicks after September. Advertisers will have to use the more sophisticated, albeit sometimes more confusing “conversions” metric moving forward.

Google justified this change in the important optimization metric by explaining that when converted clicks were introduced in 2001, it was the most rudimentary way to measure if a user had taken any meaningful action after clicking on an ad. As advertisers and Google became more mature and sophisticated with their conversion tracking, the converted clicks metric became increasingly irrelevant and its limitations more noticeable.

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10 Question-Based Keywords that Drive Tons of High-Quality Traffic

On August 9, 2016
1

I’ve already shared some tips with you for ranking in Google’s featured snippet, the first of which is to target complex question queries rather than simple queries that can be answered by Wikipedia or by Google itself – see the query below where Google anticipated a weather search and showed me the weather forecast right from the browser search bar in Chrome!

how to target question keywords

Here’s the reason you should target complex questions: Anyone can answer an easy question, but by providing smart answers to hard questions, better than anyone else on the SERP, you position yourself as an expert that your site visitors can trust. That means those visitors are more likely to come back for more, and more likely to convert.

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Automotive Advertising Benchmarks & Data for 2016 [Infographic]

On August 5, 2016
1

Each year, Google processes billions of automotive industry queries across the United States. In fact, 69% of people use Google Search to find answers when they need automotive services.

In automotive PPC, the competition is fierce! Understanding the most current auto industry trends and car advertising tactics gives smart marketers a leg up on the competition. That’s why we took a good look recently at the state of search marketing for automotive industry advertisers.

car advertising marketing trends

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