Paid Search Marketing Posts from the Internet Marketing Blog
What are landing pages? A landing page is the page a visitor arrives at on your website after clicking an ad (for example, a Google text ad or display ad). Inexperienced marketers often direct all of their PPC traffic to their homepage, but this can be a big mistake. Specific landing pages tailored to different offers are essential for providing a quality experience for visitors and driving conversions with a targeted message that matches each user’s need.
But don’t just check off received best practices. What makes a great landing page? How can you make awesome landing pages that boast off-the-chart conversion rates? We’ll walk you through what you need to know to make it happen.New! Try WordStream's FREE AdWords Landing Page ToolBefore You Build a Landing PageBefore creating your la... > Read more
Choosing a Network: AdWords and BingWhen planning your AdWords and Bing advertising campaigns, you will need to identify and select the specific “networks,” or combination of networks, that your paid ads will be shown in.Both Google AdWords and Bing Ads have a couple networks to choose from, each offering its own unique marketing opportunities, advantages and disadvantages.
In this post, I’ll define each PPC advertising network that is available to you when using Google AdWords and Bing Ads.Google AdWords PPC Advertising NetworksGoogle allows you to advertise on two types of paid-advertising networks that they have labelled as the “Google Search Network” and the “Google Display Network.” As an AdWords advertiser, you have the option to run PPC campaigns in one of these networ... > Read more
Over the last year, I’ve spent about 3 hours per day reading about online marketing, and paid search in particular. It’s worked out to somewhere in the neighborhood of 780 hours of staying up to date on the latest case studies, tips, detailed how-to guides, and original research – we’re talking thousands of articles here! On the off chance you haven’t been keeping up to this extent every day, I wanted to share my picks for the best, most informative, absolute must-read PPC articles of 2013.
Some I had bookmarked, others were filed away in my mind, and others still were contributed by industry peeps including Robert Brady, Melissa Mackey, Danny Goodwin, Sam Owen at PPC Hero, Michelle Morehouse at Clix, and AJ Kohn – thank you all! (See more awesome contributions in this Twit... > Read more
Let’s be honest, ad copy testing=tedious. Those of you who have conducted A/B testing on your ads are completely aware of how painfully time-consuming this task can be. Creating testing Excel sheets to set up, sort, and analyze how one’s ads are performing against one another can suck up hours upon hours of your time.
But, on the other hand, making small tweaks to your ad text can drastically increase traffic to your site! This is why testing is incredibly important, and can lead to glorious outcomes if done properly. Who doesn’t want a higher click-through-rate (CTR) that leads to more conversions, an improved quality score, and lower costs? You can achieve this through testing, testing, testing!As I explain this to a client, they inevitably groan back, “But I don’t have time to ... > Read more
Small Business Saturday might feel a bit weightier this year for many, given the shortened shopping period from Thanksgiving to Christmas. Individual retailers and restaurateurs participating in the annual holiday season kickoff plan to offer coupons, discounts and other holiday promotions, according to new research from American Express and the National Federation of Independent Businesses (NFIB).
This year, 70% of those participating believe it will help them attract new customers, and 67% plan to offer discounts to drive sales. Offering a free gift with a purchase is an incentive 33% plan to deploy. Notably, the number of small business owners planning to rely primarily on paid advertising to promote Small Business Saturday has doubled since 2012.Now in its fourth year, Small Business Sa... > Read more
The cornerstone of any successful PPC campaign is keyword research – choosing the best keywords to bid on that are most likely to result in clicks and conversions. Keyword research is part science and part art. It's about using the myriad tools at your disposal, but also understanding your customers and predicting which terms they're actually typing into the search box.
That’s the best way to ensure that your ads show up at the right time and in the right place: when they’re searching for the kinds of products or services you offer.In this guide, you’ll learn a set of methodologies to help you acquire, refine, and organize your PPC keywords, all in the service of better targeted and more effective pay-per-click campaigns.Getting Started: Brainstorming a PPC Keyword ListThe starting... > Read more
Text ads and Product Listing Ads (PLAs) are more powerful used together, according to Google; in fact, using text ads alone means lower brand recognition, less site engagement and fewer online sales, they say.Google’s recent study, conducted in cooperation with research and consulting firm Millward Brown, shows that:People who see a brand’s PLAs and text ads are 75% more likely to search for that brand within 30 days than those who only saw text ads.
People who see both text ads and PLAs are 90% more likely to visit the retailer’s website. They are also more likely to visit product pages, add items to their cart, and click on store locator buttons.People who see both text ads and PLAs are 83% more likely to make a purchase than those who only saw text ads.Their findings pertain mostly... > Read more
The refrain “time is running out” is something we’re all going to hear on a repeated basis for the next 45 days or so. As it applies to the PPC pros, time is running out to prepare for the digital shopping madness known as Cyber Monday, coming on December 2. That's just three short weeks away.Cyber Monday is a term marketing companies created back in 2005 to hype online shopping the Monday after Thanksgiving.
It’s a day of steep discounts and special offers to keep the momentum going after Black Friday, the major difference being you don’t get trampled by people on Cyber Monday like you might on Black Friday, and you don't have to search for parking.What does Cyber Monday mean to you? It means consumers are in “extreme buying mode” on Cyber Monday, so it’s time to take step... > Read more
In politics, the term “going negative” tends to have a, well, negative connotation—typically from the candidate who just placed a negative ad and dares his or her opponent not to do the same.In our case, however, most of the companies we help to optimize their PPC campaigns don’t even realize that going negative—that is, eliminating the useless keywords that bring the wrong people to your site—is even a possibility.
We’ve been preaching the concept for while—including a handful of blog posts and even an e-book – but now is as good a time as any for a quick refresher on the topic.To recap: a negative keyword is, according to Google, “A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyon... > Read more
I admit it. As a marketer, sometimes I get stuck with ideas when I try to promote my own self.Maybe it’s a cultural stigma that somehow self promotion is a shameful thing (hence the term “shameless self promotion”). And I’m pretty sure I’m not the only one.But one day (as I was TOTT-ing … “thinking on the toilet,” term you see posted on the back of bathroom stall doors) it dawned on me: “Heck, I should use my knowledge to benefit … ME!”For example, this guy was looking for a job.
He was trying to stand out from the other applicants, so he bought keywords for executives in the company that he was trying to get hired at.Why did it work?Simple. He tapped into people’s natural tendency to Google themselves. Like Al Pacino, vanity is ALL marketers’ favorite sin.That’... > Read more