Paid Search Marketing Posts from the Internet Marketing Blog

Improving Quality Score Part 3: How is Quality Score Calculated?

For the rest of the week, we'll be posting excerpts from our new free white paper, "Improving Quality Score: The Value of Being More Relevant." To download the full white paper (you'll only get about half of it here), fill out the form below. Google determines Quality Score slightly differently for each of the different advertising networks that it runs.

Here we’ll learn how Quality Score is calculated for Google Search, which is the largest source of traffic for most advertisers. According to Google: Quality Score is calculated in real-time, every time your keyword matches a search query—that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords’ actual cost-per-click... > Read more

June 09, 2010     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 3

Improving Quality Score Part 2: How Quality Score Works

For the rest of the week, we'll be posting excerpts from our new free white paper, "Improving Quality Score: The Value of Being More Relevant." To download the full white paper (you'll only get about half of it here), fill out the form below. In a nutshell, Quality Score is a Google-devised system that measures advertising quality (or relevancy), which in turn helps determine if your ad is eligible to be displayed in the search results for a given query.

Beyond that, if your ad is deemed relevant, the position of your ad and the cost you pay each time it’s clicked are also partially determined by your Quality Score. The factors that determine Quality Score, as outlined by Google, include: The historical click-through rate (CTR) of your account and your specific keyword... > Read more

June 08, 2010     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 2

Improving Quality Score Part 1: Why Should You Care About Quality Score?

For the rest of the week, we'll be posting excerpts from our new free white paper, "Improving Quality Score: The Value of Being More Relevant." To download the full white paper (you'll only get about half of it here), fill out the form below.Why Should You Care About Quality Score?Should you be concerned about Quality Score? You probably should, but let’s find out for sure.

Take a look at this list and see if any of the following apply to you:a)     You’re Paying Too Much – You’re annoyed at rising pay-per-click (PPC) advertising costs (or you wouldn’t mind paying less per click).b)     Your Competitors Seem to Be Beating You – You wish your sponsored ads would show up higher than those of your competitors, but without having topaymore.c)... > Read more

June 07, 2010     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 1

How to Find Your Quality Score on Google and Yahoo

The Quality Score of your pay-per-click ads is a key determinant in the amount you need to bid on keywords to secure a strong position in search engine results. The higher your Google Quality Score, the less you have to pay for your ad to appear in your desired position.For this reason, it's important to track your Quality Scores so you know how your ad campaigns are performing.

Low Quality Scores should prompt you to better organize your keywords, get rid of specific keywords, modify your ad text, or improve your landing pages (among other possible solutions). But first you need to find out what your Quality Scores are. Unfortunately, Bing doesn’t provide this information, but Google and Yahoo do. Here's how to find your Quality Score in Google AdWords and Yahoo Search Marketing.&n... > Read more

June 01, 2010     |   Written by: Christine Laubenstein   |   Posted In: Paid Search Marketing   |   Comments: 2

Lifetime Value Versus CPA

The performance-based advertising world is focused on CPA. For those who are not aware of the acronym, it means cost per acquisition or cost per action (both versions are used). An acquisition or action can be anything that a website’s owners want it to be: a confirmed sale or a lead generated, or a registered user or downloaded application.

Any discrete action that can be tracked as the result of paid search or any other type of performance-based marketing is a CPA. Many marketers obsess over the profitable value of a CPA to their business. This is a worthwhile undertaking since knowing your monetary targets in paid search is the easiest way to hit them. Let’s take a simple example for context. Say you’re selling baseball hats online. For the ease of the example, we’ll say that ev... > Read more

May 25, 2010     |   Posted In: Paid Search Marketing   |   Comments: 0

14 PPC Tools for Beginners

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. Now you’ve decided that PPC may be worth your while.

You’re doing your best to read all you can about the advertising form, determine your keywords, and set a budget for your pay-per-click ad spend. As you venture into this new advertising territory, there are many tools that can help you effectively shape your PPC campaigns. Here are 13 PPC tools for beginners:Google AdWords Traffic Estimator: Use this tool to get the estimated average AdWords cost per click (CPC) amounts for particular keywords and keyword phrases. ... > Read more

May 18, 2010     |   Written by: Christine Laubenstein   |   Posted In: Paid Search Marketing   |   Comments: 3

Bing PPC vs. Google PPC

Since the Microsoft Bing search engine was unveiled about a year ago, it has garnered a fair amount of media attention. Much of the attention has revolved around Bing’s potential threat to Google’s market share. It looks like Bing is indeed emerging as a danger to Google. Watch out Google! Bing PPC advertising is gaining ground.

According to Hitwise, in June about 5% of U.S. searches were conducted with Bing and 74% with Google. In April, however, about 9% of U.S. searches were conducted with Bing and 71% with Google.   It remains to be seen if Bing’s momentum will continue. But it is worth asking yourself whether its growing popularity should prompt you to consider advertising on its search results pages.   Before you make that decision, however, you should familiarize yo... > Read more

May 10, 2010     |   Written by: Christine Laubenstein   |   Posted In: Paid Search Marketing   |   Comments: 11

Five Great PPC Landing Pages

You’ve probably heard numerous times that landing pages should contain your keywords, be attractively designed, and provide sufficient information for the customer to make a sales or registration decision.   However, you might not have been provided with good examples of these concepts at work.

Worry no more. This article contains five examples of great PPC landing pages.   While viewing these pages, however, remember that you never really know if a landing page is effective unless you test it and look at conversion data. Rosetta Stone   This is the top part of Rosetta Stone’s landing page for its Spanish software offerings. I typed the keyword phrase “learning Spanish software guide” into Google, clicked on a resulting Rosetta Stone PPC ad, and this page appeared... > Read more

May 06, 2010     |   Written by: Christine Laubenstein   |   Posted In: Paid Search Marketing   |   Comments: 6

What Is a Good Click-Through Rate (CTR) for PPC?

If you are involved with pay-per-click advertising, one of the metrics you should be concerned with is click-through rate. Click-through rate is the percent of ad views that result in clicks, and it is one of the key factors in Google’s search engine results ranking formula. Ads with higher click-through rates get better quality scores and higher placements in Google search results.

This doesn’t mean, however, you should aim for the highest click-through rate possible. Why? Because each click costs you money. If your conversions aren’t keeping up with you click costs, then you will be losing money.  Click-through Rates CTR rate goals Below goal CTR Above goal CTR Optimize CTR Monitor CTR Change CTR goals So, what’s a good click-through rate then? Your ideal click-through rat... > Read more

April 26, 2010     |   Written by: Christine Laubenstein   |   Posted In: Paid Search Marketing   |   Comments: 14

Google AdWords Remarketing: What is Remarketing?

A couple of weeks ago Google announced a new AdWords feature, called remarketing, that lets advertisers display their ads on the Google Content Network to users who have already visited their website. The idea is that because many of these users have an interest in the product or service you are offering, the chances of them clicking on your ad and converting are higher.

A study recently published by the Network Advertising Initiative backs up this claim. It shows that behavioral-targeted online ads are more than twice as valuable and effective as non-targeted online ads.The unveiling of this Google tool follows a one-year remarketing beta period. About 500 companies, including Samsung, InterContinental Hotels Group, and Armani cosmetics and fragrances, took part in the product test.What ar... > Read more

April 09, 2010     |   Written by: Christine Laubenstein   |   Posted In: Paid Search Marketing   |   Comments: 4
 
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