Case Study: The Curious Case of Toolbar PageRank

Or, Why Does My Personal Blog Have the Same PageRank as a Search Marketing Site with a Huge SEO Budget?A couple of weeks ago, Google rolled out a new update to Toolbar PageRank. Victor Pan, our resident SEO “ninja,” dropped me and Larry a note, letting us know the WordStream site is holding steady at 5.

Out of curiosity, I checked the PageRank on my own blog. It was also a 5. Amused, I let them know, and Larry shot back, “You should be running our SEO meetings!”In case you don’t find this as surprising as we do, let me tell you a little more about these two sites:WordStream.com: We’re a venture-backed search marketing company that has been around for about five years. We primarily sell PPC management software, but we also offer both free and paid keyword research tools as well ... > Read more

August 20, 2012     |   Written by: Elisa Gabbert   |   Posted In: Blogging   |   Comments: 20

What Is Good SEO? The Debate Continues

 Larry stirred up quite a controversy last week with two posts that made some bold claims. First, he said that SEOs suck at PPC because they don’t approach it with the right mindset. (Later, he amended the post to say that SEOs sometimes suck at PPC – he also told me he was mainly thinking about himself.

) Then he said that the idea that SEO has more long-term value than PPC is a myth.This didn’t sit too well with some of our readers (many of whom are advocates for and practitioners of SEO – as, frankly, we have always been in the past). We had some vehement disagreement in the comments from people who thought Larry was over-generalizing or conflating “SEO” with webspam and unsustainable black-hat tactics. For example, Matt Bennett said, “you've taken your own experiences... > Read more

August 16, 2012     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 6

25 Fast Facts About AdWords

 Google was launched in 2000, with pricing based on a flat CPM (cost per impression model). It was relaunched under an auction model in 2002. (Search Engine History)An 18-year-old college dropout named Scott Banister is credited with the brilliant, multi-billion-dollar idea of pay-for-placement search listings, an idea later brought to fruition by Bill Gross at IdeaLab.

(TechCrunch)About 97% of Google’s total revenues come from advertising. (Google Investor Relations)Businesses make an average of $2 in revenue for every $1 they spend on AdWords. (Google Economic Impact Report)As of Spring 2011, Google had over 1.2 million businesses advertising on its search network. (AdGooRoo via Perry Marshall)The average click-through rate for an ad in the first position is 7.94%. (AccuraCast)&nb... > Read more

August 13, 2012     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 19

I'm Sorry!

Hey Guys,I've been reading trough the comments posted about my article yesterday. Many were angry and upset at me personally, and I feel pretty crummy about this. So, I'd like to apologize to everyone.While people were upset at many things, the two most common complaints were:Failure to more clearly differentiate between "SEO Spam" and "good SEO".

Failure to provide a more balanced view in presenting the arguments.The feedback is duly noted, and I've updated yesterday's article to try to present a more balanced view. You have my word that I will try my best to ensure that this won’t happen again!I sincerely apologize for this!Sincerely,Larry Hit me up on Twitter: Follow @larrykim... > Read more

August 10, 2012     |   Written by: Larry Kim   |   Posted In:   |   Comments: 4

Just What I Always Wanted, Gmail in My Google Results … Wait, What?

How do you feel about private data in public spaces? Search Plus Your World was disturbing enough. If I do a Google image search for “ice cream,” it’s because I want some generic pictures of ice cream. I don’t want to find a picture of myself eating ice cream. I especially don’t want to find a picture of myself eating ice cream naked.

(I don’t have any nude photos in my Picasa account, that I know of, but it’s possible right?) And I especially don’t want a friend who is using my computer to find a picture of me eating ice cream naked. And if I’m borrowing a friend’s computer, I don’t want to find their naked pictures either! (I don’t know any male models.)And now Google has officially gone completely crazy. Yesterday they announced that search results will soon inco... > Read more

August 10, 2012     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 4

The Long-Term Value of SEO: Does SEO Value Last Forever?

 Note: This article, originally titled "Debunking the Myth of the Long-Term Value of SEO," has been edited from its original version. I've taken some of the arguments in the comments into consideration, and upon reflection a lot of my points were unclear or misleading, and I've adjusted my language accordingly.

Thanks to everyone for contributing to the debate. - LarryOne of the most common responses to my recent “War on Free Clicks” study and yesterday’s article, “Why SEO’s Suck at PPC,” was the notion that PPC stops the moment you stop spending, whereas SEO provides benefits forever.It reminds me of the “better to buy than rent a home” advice that was all the rage in the days leading up to the housing meltdown. Millions of homeowners got completely wiped out listenin... > Read more

August 09, 2012     |   Written by: Larry Kim   |   Posted In: SEO Marketing   |   Comments: 29

Why SEO's (Sometimes) Suck at PPC Marketing

 When it comes to search marketing, SEO’s are from Mars and PPC’s are from Venus.Just over a week following the release of our War on Free Clicks infographic, dozens of whiny SEO’s have come out of the woodwork with ludicrous sob stories about how they purportedly tried and failed to get PPC to work for them and/or their client.

Sure, PPC isn’t easy – I get that, and I’ve even written a few articles about how some small businesses are struggling with PPC.But, seriously – compared to SEO?!! PPC is a total cakewalk. Like rolling off a log. Easy as pie.SEO, on the other hand, has recently become a complete nightmare-circus – I’m talking about the keyword analytics “not provided” brouhaha, Panda, Penguin, unnatural links notifications, the increasingly ridiculous and ... > Read more

August 08, 2012     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 27

Zuckerberg, You've Got Egg on Your Face(book)

Dalton Caldwell Gives Mark Zuckerberg the BusinessI mentioned the App.net project – Dalton Caldwell’s vision of an ad-free Twitter platform – last week. Now Caldwell is making headlines for an open letter that he posted on his blog, called “Dear Mark Zuckerberg,” in which he recounts a meeting he had earlier this summer with several top Facebook executives.

As Caldwell describes it, he was hoping the outcome of the meeting would be “executive-level support for [his] impending product launch.” Instead, those executives informed him that the product he was developing sounded like a competitor to Facebook App Center. As you can guess, they didn’t like that. Dalton writes:Your executives explained to me that they would hate to have to compete with the “interesting product” I... > Read more

August 03, 2012     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

Google People Search Engine?! How I Taught Google Search to People Search

I taught Google Search tricks the way you teach them to Furby. Their creepiness awesomeness is on the same level. Create your unique Google Search stalker app today!When Google’s Search Plus Your World was first released, people were all worried about the world ending as we knew it. The theory was that world views were about to become narrower as an invisible filter bubble would alter your access to information.

What I hope to demonstrate here is that I believe the opposite is true.There’s too much information on the web. Better filters can help users get what they want.Let me show you how I Furby-trained Google to only more efficiently fetch the information I wanted – specifically, information about people. (Link-builders, PR professionals, and intelligence agents, it’s time to ta... > Read more

August 01, 2012     |   Written by: Victor Pan   |   Posted In: Google   |   Comments: 3

Advertiser Claims 80% of Facebook Ad Clicks are From Bots

Last month, we reported that the click-through rates on Facebook Ads average a dismal 0.04%, which is approximately 10x less than the equivalent display ad on the Google Display Network.Today, e-commerce store builder Limited Run is claiming that 80% of the clicks paid for could not be verified! The company is so unhappy with the results on recent Facebook ad tests, they're deleting their Facebook page entirely.

Limited Run claimed that 80% of clicks that they were being charged for came from users who didn’t have JavaScript turned on. As of late 2010 the number of users who did not have JavaScript turned on in the US was only 2%. Seeing this information, Limited Run allegedly built their own analytics software that found 80% of the clicks were coming from bots. The company claims bots we... > Read more

July 30, 2012     |   Written by: Larry Kim   |   Posted In: Social Media   |   Comments: 9

Unnatural Links: What They Are & What to Do About Them

Latest Google Penguin Update Sends Slew of Unnatural Link WarningsIn “a step towards transparency,” Google webmasters initiated a series of warnings to sites against spammy activity and sketchy, manipulative links better known as unnatural links. On July 19, a confusing link warning was sent to a large number of sites.

Google’s Matt Cutts posted on his Google+ account soon after to address the SEO hysteria:If you received a message yesterday about unnatural links to your site, don’t panic. In the past, these messages were sent when we took action on a site as a whole … For example we may take this kind of targeted action to distrust hacked links pointing to an innocent site. The innocent site will get the message as we move towards more transparency, but it’s not necessarily so... > Read more

July 30, 2012     |   Written by: Kiana Sarabia Strayhorn   |   Posted In: Link Building   |   Comments: 24

Week in Review: Link Warnings, Ad-Free Twitter & More

 Warning! Don't do something or something might happen, maybe?Google’s Link Warnings Run AmokOn July 19, like many other sites, we received a warning email from Google Webmaster Tools that Google had detected potentially harmful, unnatural links pointing to our site. The sequence of emotions went something like this: panic, fear, confusion, relief, irritation, then back to confusion.

The “relief” phase came when we realized the warnings went out to a huge number of sites – including SEOmoz, which I think of as squeaky-clean and unimpeachable. According to Ruth Barr, SEOmoz does “virtually nothing in the way of active link solicitation.” In other words, they have a huge and active community and they focus on churning out good content daily, so, as Ruth says, the links build ... > Read more

July 27, 2012     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 0

Microsoft adCenter: Learn to Login, Download the Desktop App, Import from Google AdWords & Market on Bing & Yahoo

If you’ve already created a successful Google AdWords campaign, a great way to drive more leads through PPC is to start to expand to platforms outside of AdWords, like Microsoft’s adCenter, which allows you to place ads on Bing, Yahoo! and their partner sites. (And now that WordStream Advisor offers support for adCenter in addition to AdWords, it’s the perfect time to learn.

)Many of the fundamental best practices for being successful in Google AdWords also hold true for creating a successful adCenter campaign, but the platform definitely has some distinct wrinkles. If you’re starting to advertise with adCenter, or thinking about getting started, there are several great informational resources available to help you get more out of your campaigns.One thing I think is worth clearing u... > Read more

July 26, 2012     |   Written by: Tom Demers   |   Posted In: Paid Search Marketing   |   Comments: 0

To Bing or Not to Bing? WordStream Is Now Cross-Platform!

To Bing or not to Bing, that is the question – for countless advertisers who are considering whether to advertise on Bing (and Yahoo!). The pros are pretty clear. Advertising on Bing gives you access to roughly 30% of the search market. If you play your cards right, that’s 30% more impressions. And 30% more clicks.

To top it all off, costs per click (CPCs) on Bing tend to be a little cheaper than AdWords, so advertisers can potentially get a higher ROI on their PPC spend.Now I know what you’re thinking – more impressions, more clicks, better ROI –there has to be a catch right?And there is.In order to access Bing’s share of the market you need to set up a separate account on Microsoft adCenter. This means you need to have new campaigns, new ad groups, new keywords, new ads and n... > Read more

July 25, 2012     |   Written by: Adam Shain   |   Posted In: WordStream   |   Comments: 4

New Google AdWords Campaign Setup Options

Among the most common tasks that new AdWords advertisers can find daunting is simply starting a new campaign. Just in the initial campaign setup screen (before you even begin to create your actual ad groups and ads), you’re presented with 22 separate choices! We recently created a series of posts dedicated to determining the right Google AdWords settings for your campaign, but as you might have noticed, Google introduced a new look to their interface recently.

In this post, we’ll walk through a couple of subtle but important differences that have been introduced with the new interface that you can leverage when setting up a campaign.What’s New in the AdWords Campaign Settings?On the whole the new interface does improve the workflow of setting up a new campaign, introducing elements li... > Read more

July 24, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1

Marissa Explains It All … to Yahoo? Marissa Mayer Leaves Google for Yahoo

You can gauge the unexpectedness of an event by the number of tweets announcing the news that start with “Wow.” And Monday, my tweetstream was full of wow’s, because the news broke that Marissa Mayer – formerly a VP at Google and one of the company’s most public faces – was leaving to take the helm at Yahoo as CEO.

This is shocking because:1. Who would choose Yahoo over Google?! Yahoo seems to exist solely to serve as the butt of tech jokes.2. OMG, Marissa Mayer is pregnant!!!Let’s take the second shocker first: Does it matter that Mayer is pregnant? Can a pregnant woman run a company? I’ll answer this question with a little analogy. My brother and I went to the same college (Rice University, go Owls!), and we used to play a lot of ping-pong. Now, I’m pretty damn good at ... > Read more

July 20, 2012     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

Save $200 on MarketingProfs University (MPU) Search Marketing School: SEO

Howdy, sports fans! Thanks to the good people at MarketingProfs, we have a special offer for our readers to save $200 on an upcoming MarketingProfs University (MPU) online training course: Search Marketing School: SEO. This training course features classes on keyword research, content strategy, link building, social media, SEO metrics and more, with expert speakers including Vanessa Fox, Andrew Hanelly, Jill Whalen, Ian Lurie, John Doherty, Ruth Barr, and yours truly.

Read on for more details on this offer.About MarketingProfs UniversityMPU provides affordable, comprehensive online training in the interrelated disciplines that make up your marketing mix.With each course you'll get 10-17 hours of instruction in what you need to plan, build, and measure successful marketing programs. Plus yo... > Read more

July 19, 2012     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 0

5 Reasons to Diversify Your Search Strategy with PPC Advertising

Yesterday we published the results of a study showing how sponsored advertisements on Google (PPC ads) are taking over territory previously reserved for organic listings, AKA “free clicks.” This is both good news and bad news for marketers. On the plus side, Google continues to roll out more and better types of search advertising to help marketers target their customers.

On the negative side, you (obviously) have to pay for those clicks.But the fact is, organic clicks aren’t really “free” either – gone are the days when it was relatively easy to rank on the first page in Google for your target keywords. Given the increasing costs and complications involved with SEO, it’s important to diversify your marketing channels. You can’t rely on organic search alone for traffic and l... > Read more

July 18, 2012     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 9

The War on 'Free' Clicks: Think Nobody Clicks on Google Ads? Think Again!

Do People Click on Google Ads?If you use Google search (and who doesn’t), you may have noticed that sponsored results (Google pay-per-click, or PPC, ads) have been taking over more and more of the search engine results page.Here at WordStream, we’ve noticed that too! So we decided to do some research into what impact all of these new, bigger, more prominent and engaging ad formats are having on the average Google searcher.

The results are astonishing:Clicks on paid search listings beat out organic clicks by nearly a 2:1 margin for keywords with high commercial intent in the US. In other words, 64.6% of people click on Google Ads when they are looking to buy an item online!Click here to skip ahead:Organic Search ListingAlgorithm UpdatesSEO vs PPCAcknowledgementsSurvey MethodologyNow, to... > Read more

July 17, 2012     |   Written by: Larry Kim   |   Posted In: Google   |   Comments: 92

Perry Marshall on the AdWords Stupidity Tax & Why You Should Never Let a Google Rep Near Your Account

Perry Marshall is one of our favorite people in PPC. We’ve partnered with him on a few webinars, and we love that he doesn’t just parrot back conventional wisdom at you. He shares real insight into web marketing strategy and has a knack for analogies that hit home. He recently sent me the new edition of his popular AdWords guide, The Ultimate Guide to Google AdWords, and spoke with me about some of the great advice you can find inside.

About Perry: Entrepreneur Magazine calls him “the #1 author and world’s most-quoted consultant on Google Advertising … He has helped over 100,000 advertisers save literally billions of dollars in AdWords stupidity tax.” His Chicago company, Perry S. Marshall & Associates, consults both online and brick-and-mortar companies on generating sales ... > Read more

July 16, 2012     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 7

Conspiracy Theory: Google Knowledge Graph Trains Us to 'See' the Right Side of the SERP

Google recently announced the release of the Knowledge Graph, a new feature designed to “help you discover new information quickly and easily” by providing informative answers to informational queries directly in the SERP. In other words, for search queries that are typically answered by a high-ranking, ever-present Wikipedia page, some of that top-level information can now be found on the results page itself, so you don’t necessarily have to click through to another site.

For example, if you google “Mae West,” you see some basic information (date of birth and death, height, name of spouse, and some of her more well-known movies, as well as related figures) to the right of the organic search results (click to enlarge):Yesterday, I was talking to Larry about different types of sea... > Read more

July 12, 2012     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 9

Mapping Your AdWords Retargeting Campaigns to the Right Landing Pages

 We had an interesting question posed by a commenter named Scott recently regarding how to target a very specific offer to a remarketing audience:Thanks for your insights. I have a question about how to really implement a remarketing strategy on the website. Take this scenario into consideration: a user views a page on the site, leaves, is later targeted with a remarketing ad that says something like 'Come back for 25% off' and includes a coupon code on the ad, so they click on it, return to the site, proceed to checkout.

..and can't remember the coupon code... What to do then? I'm trying to brainstorm ideas for how to remind remarketing customers about the coupon code without telling everyone about it who visits the site.For this it seems like the best way to direct these visitor... > Read more

July 11, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 2

The 20-Minute PPC Work Week: Weekly Checklist [Download]

We've evaluated thousands of PPC accounts with the AdWords Performance Grader, adding up to almost $1 billion in total PPC spend. Looking at this huge amount of data in aggregate, one of the most salient trends has to do with account activity. Namely, we've noticed a strong correlation between regular activity and relative success.

That is to say, the advertisers that get the highest scores (because they're beating everyone else in terms of key metrics like Quality Score, click-through rate, and impression share) usually spend the most time in their accounts.Disturbingly, about 1 in 5 advertisers who used the Grader haven't even logged into their AdWords account in the past 30 days. We get it – we're busy too! – but if you don't actually work on your account on a regular basis, your RO... > Read more

July 10, 2012     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 11

Tumblr Ads: Learn About Paid Advertising Options on Tumblr

We recently highlighted the different advertising options available via Twitter’s paid ads and promoted tweets platform. Another massively popular social site has also been introducing new advertising options of late: Tumblr. For many businesses, Tumblr’s currently available advertising options may not be a great fit yet, but it’s always worth understanding what’s available with a given advertising channel before you dismiss it, and by following how a popular platform with a lot of visitors evolves their ad products you’ll know when they start to offer solutions that you can get the most out of.

Currently, Tumblr offers four separate ad products:Tumblr Highlighted PostsHighlighted posts allow users to designate their own Tumblr posts to be highlighted in your followers’ dashboar... > Read more

July 09, 2012     |   Written by: Tom Demers   |   Posted In: Paid Search Marketing   |   Comments: 1

4 Ways to Celebrate Your Independence in the Workplace

 Happy belated Independence Day, WordStream fans! With the 4th falling on a Wednesday, it feels like we had a Saturday right in the middle of the week – but no following Sunday to help us recover. Oof!When I reluctantly dragged myself back to work yesterday, I saw a note from my coworker Adam, who said he was “declaring independence from old emails,” archiving all messages older than two weeks.

That note – and Wednesday’s patriotic festivities – inspired me to think of more ways to assert your independence in the office.1. Declare Email BankruptcyDeclaring “bankruptcy” for your email means admitting that you’re never going to be able to answer all those old messages. Archive them, delete them, unflag, mark all as read – do whatever you have to do, but don’t allow... > Read more

July 06, 2012     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

Google AdWords Account Access: How to Manage Your AdWords Account Access & Settings

Because they have so many products and users, Google’s account login and access processes  are often fairly complicated, and this is never more clear than with Google AdWords. If you’re a small business using AdWords, you might have struggled with some of the following issues:How to grant access to your Google AdWords account to other usersUnderstanding which users currently have access to your accountRevoking AdWords account access to previous usersGranting access to an agency or a third-party PPC software productIn this post we’ll walk through how to deal with each of the above scenarios.

Managing My AdWords Account AccessBy navigating to the “Account access” option in the “My account” tab, you can quickly get a view of:Pending Invitations – See a list of the the invi... > Read more

July 05, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 3

Higher AdWords Returns with Mirrored Campaigns

Simultaneously decreasing your cost per conversion, but still getting inspiration for new keywords in order to expand your successful AdWords campaign? It’s possible! Using so-called "mirrored campaigns," the current campaign is split into two campaigns. One of these two campaigns contains keywords that are set at the keyword option exact match and the other campaign contains keywords that are set at broad match.

This post describes how you can easily create these mirrored campaigns in AdWords, as well as sharing some real results.AdWords advertising allows you to buy search terms in four different ways. These four keyword matching options determine which Google searches can trigger your ads to appear. The first option is broad match, in which the ad appears on similar phrases and releva... > Read more

July 03, 2012     |   Posted In: AdWords Tips   |   Comments: 17

Google AdWords Billing: Know Your AdWords Billing Options

As with any aspect of Google’s AdWords program, billing within AdWords can be somewhat complicated and confusing for newer advertisers. In this post we’ll walk through some of the different AdWords billing options and billing features available for advertisers.What Are My Billing Options for Paying for Google AdWords?To customize your billing options you can simply navigate to the Billing Preferences screen under the Billing menu:Or you may have to go to the Billing Settings screen, depending on which version of AdWords Billing your account is showing:Regardless of what your interface looks like there are several specific options for payment:Method of Pay: Postpay versus PrepayYou can set up billing either postpay or prepay.

If you use postpay billing, you’ll accrue advertising costs... > Read more

July 02, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1

WordStream's Top 10 of the Month

Check out our top 10 greatest hits from June!Everything You Want to Know About Quality Score & Landing Pages – This FAQ, consisting of questions we received during a recent webinar, is packed with info on AdWords Quality Score and how your landing pages affect it.RIP SEO Footer Links – Matt Cutts recently announced that boilerplate, sitewide links don’t count for much if anything.

Has your link strategy changed?AdWords Live Chat Ad Extension Now In Beta – Google appears to be testing a new “Live Chat” extension that allows people to click a button to initiate a live chat directly from a PPC ad.3 Things I’ve Learned from Founding a Software Start-Up – Larry talks about his experience with founding, bootstrapping, and securing funding for a software company that is now al... > Read more

June 29, 2012     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 1

Dealing with Google Analytics (Not Provided) Data

 The (Not Provided) OutlookSince October 2011, organic keyword data from logged-in Google users is not visible in Google Analytics. Google explained its new policy as an effort to protect privacy, but as keyword data continues to be available to Google advertisers, one is left to wonder whether privacy or profit is behind the move.

Whatever the reason, this lack of keyword data presents real problems for the SEO industry. Since October, most firms have seen the percentage of (not provided) data grow, currently averaging around 23% according to some estimates. Making tactical decisions 23% in the dark is hard enough, but things are going to get worse. Firefox, with a hefty 35% market share of browser usage, recently announced that it would default to HTTPS Google search. Whether ot... > Read more

June 26, 2012     |   Posted In: Analytics   |   Comments: 28
 
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