Paid Search Marketing Posts from the Internet Marketing Blog
VLOOKUP is one of a number of handy Excel functions for PPC. For grizzled PPC campaign managers this function is likely very familiar, but as a former philosophy major who fulfilled his math requirement with a class in logic (taught by a philosophy professor) I think it's helpful for non-Excel ninjas who are new to PPC to understand:How the Excel VLOOKUP function worksHow it can be applied to pay-per-click managementAs a result in this article we’ll walk through some specific applications and resources offering more information on using the VLOOKUP function for PPC.
How to Do a VLOOKUPBefore we dig into the applications of the VLOOKUP function for PPC I want to go over how to actually use the VLOOKUP function. Here are a couple of videos that should help you to learn the function:And anot... > Read more
I have failed to effectively communicate "what PPC is" to people on numerous occasions. Some of that may be that I talk unnecessarily fast, but I think most of it was a result of my approach. My more recent efforts to explain to people what PPC is, how it works, and why it's important to their business have been more successful (from what I can tell and from what I've been told) and since this is an issue every PPC consultant is likely to face in some capacity or other, I thought it might be useful to talk about what has been (and hasn't been) effective for me in communicating to non-PPCers on the topic of paid search marketing.
Think About Your Objective I think that your objective should always be education. Whether you're selling PPC services, PPC software, or just trying to "sell... > Read more
This is the last post in my series on Advanced Search Query Mining. Here is a list of the previous posts in this series just in case you missed one. Part 1: The Power of Search Queries Part 2: Getting the Right Data Part 3: Preparing Your Data for Analysis Part 4: Mining Your Data for Insights In my previous post on search query mining I showed you my technique for creating an ad-group-level negative candidates list and a keyword expansion list from your search queries.
In this post I’m going to show you a method for acting on those insights. I will also include a link in the conclusion of this post to a free Excel download that has all of the formulas I’ve used in this series. Acting on your Negative Candidates There are several factors that could be impacting the performance o... > Read more
In the last post in this series, I showed you how to prepare your search query data for analysis. We had some specific questions that needed to be answered and that shaped how we transformed our data. These questions included the following: What search queries have high impressions but no clicks? What search queries have resulted in a conversion? What search queries have a below-average CTR for the ad group? What search queries have an above-average cost/conversion? Do I have a problem with ad poaching and duplication? For the most part, these questions are focused around search queries that may need to be added as negative keywords and search queries that need to be a part of a keyword expansion strategy.
I like to start my query mining analysis with a quick surv... > Read more
In part 2 of this series, we gathered all of the data we would need for our search query mining exercise into Excel, as seen below. Now, we must take the time to prepare our data for analysis. This will include creating derived fields to bring information to the surface, flagging and deleting noise, converting counts to proportions, etc.
We are going to use the power of Excel to our advantage and push our data to its limits to extract value. Here are some of the questions our data will need to be able to answer easily: What search queries have high impressions but no clicks? (might be a good negative candidate) What search queries have resulted in a conversion? (promote these to exact match keywords in your account). What search queries have a below average CTR for the ad ... > Read more
As with any PPC analysis, you must get the right data to answer your questions. Here are some of the questions our data will need to be able to answer easily: What search queries have high impressions but no clicks? What search queries have resulted in a conversion? What search queries have a below average CTR for the ad-group? What search queries have an above average Cost/Conv? What search queries are duplicates of existing exact match keywords? In order to answer questions about a search query’s performance we need the Search Query Report, for questions about comparison metrics we will need an Ad-Group Report, and for questions about duplication we will need a Keyword Account Structure Report.
This tutorial does require a basic understanding of how to use the AdWord... > Read more
If you are bidding on broad match keywords and ignoring your search queries, you are definitely wasting money, by not managing your negative keywords, missing out on profitable long-tail keyword opportunities, and possibly missing new emerging search trends in your market. Keywords are not search queries Keywords are not search queries, although search queries can be keywords.
Keywords are assumptions about the words we think our customer will use when using a search engine, while search queries are the reality. If you are only using exact match keywords in your PPC campaigns, then your keywords will match your customers' search queries exactly every time a search is matched to your ad. However, if you are taking advantage of broad and phrase match, oftentimes one keyword ca... > Read more
One of the biggest mistakes that I see people make surrounding keyword organization is that they waste good to great structures. It's becoming better understood that intelligent paid search campaign organization is fundamental to paid search success, but just having a strong keyword structure isn't enough.
You have to then work to get the most out of that organizational advantage. How to Waste Great Keyword Structure in One Easy Step One of the really important things to understand about keyword grouping is that as you create new groups of keywords and get more and more granular with your segmentation, you're actually just speaking to an additional layer of intent. A keyword, after all, is an advertising control, and you're hand-picking a certain type of prospect with the keyword and signa... > Read more
With Google AdWords, you can build your brand and increase your customer base with near immediate results. However, the challenges in properly creating and managing an AdWords campaign are such that many marketers abandon the whole project before they can achieve any return on investment. These challenges include, but are not restricted to, high bid rates that exceed your budget and non-converting clicks that further erode your spend.
But there are two critical factors that go a long way toward ensuring greater AdWords marketing success, enabling you to implement precisely targeted advertising and turn your PPC campaign into a money-making machine. Step 1: Define Your Target Market One of the reasons why most AdWords marketers record below-average performance is aimless promotion. Since t... > Read more
The goal of PPC ad testing is to increase your click-through rate (CTR) and/or your conversion rate (CVR). Focusing on CTR should result in more traffic to your site, but it could be at the expense of your CVR. On the other hand, focusing on conversion rate should improve the quality of your traffic, but could hurt your CTR and reduce the number of potential customers visiting your site.
As advertisers we are asked to maximize both CTR and CVR, which often requires totally different approaches. If you want to maximize the total number of conversions on your site, you will need to look at a different metric which considers both the CTR and the CVR. This metric is called Impression-to-Conversion or I2C (Conversions/Impressions). I recently created a free Excel download for determining statis... > Read more