Paid Search Marketing Posts from the Internet Marketing Blog

Advanced Search Query Mining Part 1: The Power of Search Queries

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

November 10, 2010     |   Written by: Chad Summerhill   |   Posted In: Paid Search Marketing   |   Comments: 5

Understanding Keyword Organization: Why You May Be Wasting Great Campaign Structures

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

November 04, 2010     |   Written by: Tom Demers   |   Posted In: Paid Search Marketing   |   Comments: 1

How to Maximize Google AdWords Marketing Returns with Targeting

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

November 01, 2010     |   Posted In: Paid Search Marketing   |   Comments: 2

PPC Ad Testing to Maximize Conversions

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

September 15, 2010     |   Written by: Chad Summerhill   |   Posted In: Paid Search Marketing   |   Comments: 2

Negative Keyword Tips, Tricks & Best Practices

We recently ran a webinar on negative keywords, sharing tips, tricks and best practices for using negative keywords to identify and eliminate areas of wasted spend in AdWords pay-per-click campaigns. The webinar included: Tips for identifying wasted spend before it happens Methods for identifying underperforming queries that are costing you money in your AdWords campaign Step-by-step instructions for setting negative keywords within your AdWords campaign via the AdWords interface If you missed it, you can view a video of the webinar or the slides below.

And we hope to see you at the next webinar!   Negative Keywords: Tips, Tricks and Best Practices Need more help with negative keywords? Download our free white paper: Negative Keywords: How to Put an End to Wa... > Read more

September 02, 2010     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 6

How to Compare Your PPC Results Month over Month

Amy Hoffman is a search marketing consultant at Hanapin Marketing. She also blogs for PPC Hero and SEO Boy. Have you ever looked through an old scrapbook to find yourself smiling at memories you’d nearly forgotten? For me, it may be dressing up as Aqua to perform a sixth grade rendition of “Barbie Girl,” holding my at-the-time new baby brother, or some other embarrassing, proud or hilarious moment.

Some of these moments will live on only in the scrapbook. (I can double-check but I’m pretty positive my mom won’t have any more kids.) On the contrary, these memories can spark future plans such as a reunion with my fellow Aqua impersonators. By now, you’re probably wondering where I’m going with this. Believe it or not, the lifespan of a PPC account follows the same trend. There... > Read more

August 11, 2010     |   Posted In: Paid Search Marketing   |   Comments: 2

Selling Trending Items via PPC: A Success Story and Some Advice

The Wall Street Journal recently reported on a small retailer in Alabama that profited from noticing and acting on a paid search opportunity. 365 Inc. first seized a market opportunity—late last year, knowing that the World Cup was approaching, the company ordered several thousand vuvuzelas (stadium horns).

They had a hunch vuvuzelas would become popular among U.S. soccer fans, which ultimately proved true.   As the World Cup drew near, 365 Inc. bid on vuvuzela-related terms like “soccer horn” and “stadium horn” from Google and Yahoo for between 15 and 30 cents per click. Its ads began appearing in search results, and as of July 1 the company had sold $240,000 worth of vuvuzelas (30,000 vuvuzelas at $8 apiece).   The company wouldn’t reveal to ... > Read more

July 27, 2010     |   Written by: Christine Laubenstein   |   Posted In: Paid Search Marketing   |   Comments: 0

Building a PPC Campaign: Workflow & Mistakes to Avoid

I haven't done PPC in a long time, so when I had to set something up for my dad's dental continuing education conference and travel business, it took a while to shake off the rust. I'm still figuring things out, but so far I've got some things flowing smoothly, and some mistakes worth learning from, too.

So let's see what we can learn from this campaign.(This was in the context of trying PPC again for my dad's dental CE cruises. I already knew the campaign strategy and so was able to create the landing page quickly, making the wireframe myself, having the graphics fleshed out by Angeles, and the HTML sliced by PSD to HTML CSS.)If you don't have your strategy set already, you need to think things through first. (For instance, is it going to be an e-commerce or lead gen play? Who's the audie... > Read more

July 22, 2010     |   Posted In: Paid Search Marketing   |   Comments: 6

Announcing The Ultimate Guide to Quality Score

Since launching WordStream in late 2008, the most common question we get asked from clients is "how do I improve my Quality Score?" This really doesn't come as a surprise given that maintaining a healthy AdWords Quality Score is critical to driving down click spend and driving up ROI. To help PPC marketers better navigate the murky waters of Quality Score, we've put together The Ultimate Guide to Quality Score.

The guide features in-depth, comprehensive insights into the nuts and bolts of Google AdWords Quality Score from some of the top minds in pay-per-click advertising, including Brad Geddes, Andrew Goodman, George Michie, Dave Davis, Marty Weintraub, Larry Kim and many, many more. So for anyone who's ever wondered what you can do to improve your Quality Score in Google AdWords... ... > Read more

June 15, 2010     |   Written by: Ken Lyons   |   Posted In: Paid Search Marketing   |   Comments: 0

Improving Quality Score Part 4: The Importance of Quality Score

Quality Score affects virtually all the important metrics of a PPC campaign, including: Impressions Ad position Cost-per-click (CPC) Here’s how: How Quality Score Affects Impressions Each time a user conducts a search, Google AdWords conducts an internal ad auction to determine which advertisers have ads it deems eligible (relevant enough) to appear alongside the user’s search results.

Google has publicly stated on numerous occasions their underlying belief that it’s better to display no ads at all than to display irrelevant ads (and in doing so, potentially lose an opportunity for incremental revenue). Quality Score partly determines if a keyword is relevant enough, and hence eligible to enter an ad auction. The more times an advertiser’s ads are deem... > Read more

June 10, 2010     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 1
 
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