Paid Search Marketing Posts from the Internet Marketing Blog

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

5 Tips for Passing PPC Certification Exams

I was never a very good test taker. I would easily ace papers and homework assignments, but please do not ask me to reveal my SAT scores. This is a post for all of those that can share in my pain – tests are not fun. In the PPC industry, there are several certification exams that one can take: the Microsoft adExcellence Exam, the Google Advertising Fundamentals Exam, and of course the king of them all – the Google Analytics Individual Qualification (IQ) Test.

We recently celebrated when our newest member, Jen Barrett, passed the analytics exam (any excuse for Happy Hour on a Tuesday, right?). She is now ready to conquer the world of analytics, SEO and PPC consulting and I thought we would help you all do the same with a few tips and tricks for passing these industry exams. Some of thes... > Read more

April 05, 2010     |   Posted In: Paid Search Marketing   |   Comments: 7

A Balanced PPC Diet: Balancing Head Terms with the Long Tail

All too often we search marketers get overly consumed with the concept of long tail keywords. We read about it in blogs and articles and increasingly the long tail is preached as the solution to all your pay-per-click problems.  Certainly the benefits of the long tail are undeniable; by targeting long-tail phrases we focus our efforts around more targeted search queries and generally find less competition among advertisers.

However, as with any diet, we need to remain balanced. By eating only lettuce and vegetables, we’re sacrificing protein and other nutrients that come with fattier foods. Likewise, by only targeting the long tail, we sacrifice the valuable benefits that competing for head-tail terms may provide. So what are the benefits of head terms? First, these more genera... > Read more

February 23, 2010     |   Posted In: Paid Search Marketing   |   Comments: 5

Ten Ways to Improve Your AdWords Click-Through Rate (CTR)

One of the best ways to save money on your AdWords campaign is by improving your click-through rate (CTR), or the percentage of viewers who actually click on your ad. A higher click-through rate leads to a higher Quality Score -- a grade Google applies to your AdWords keywords and ad groups. When you have a high Quality Score, you pay less for better ad spots.

  Here are 10 steps you can take to improve your AdWords click-through rate: Include promotional offers, attractive adjectives, and calls to action in your ads. People are more likely to click on your ad if you tout a special promotion, like free shipping. Also, words like “save,” “easy,” and “new,” and calls to action like “buy now,” “reserve today” and “call now,” can prompt a click. Put your keywor... > Read more

February 02, 2010     |   Written by: Christine Laubenstein   |   Posted In: Paid Search Marketing   |   Comments: 11

Recommended Reading: PPC Blog, from the Folks Who Brought You SEO Book

My favorite way to find quality blogs (and books and movies, for that matter) is via recommendation. Towards that end, I thought I'd share a PPC Blog you might not be reading (every so often we share a list of our favorite search and online marketing blogs). Aaron and Giovanna Wall of SEO Book fame have started collaborating on a sister site that focuses on PPC.

The content is really strong, offering a very similar level of high quality how-to and industry trend material. They recently launched a very clever AdWords tax calculator that can help give you an indication of how much you might be wasting on paid search. If you haven't already it's definitely worth checking out and subscribing. ... > Read more

February 01, 2010     |   Written by: Tom Demers   |   Posted In: Paid Search Marketing   |   Comments: 0
 
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