Paid Search Marketing Posts from the Internet Marketing Blog

The PPC Guide for Beginners, Part 3: The Landing Page Dilemma

This is Part 3 in a 5-part series. Read the rest of the series here:The PPC Guide for Beginners, Part 1: Intro to PPC ROIThe PPC Guide for Beginners, Part 2: Setting Your PPC GoalsThe PPC Guide for Beginners, Part 4: Finding Your KeywordsThe PPC Guide for Beginners, Part 5: Bringing it All TogetherWhen a visitor knocks on the door of your home, do you chase her away? Invite her inside? Pour her a drink of iced tea?Your response depends on who is knocking, doesn’t it? The same principle applies to landing pages.

Every person searching on a keyword or term related to your business is an individual—why not recognize that individuality and serve up a proper reception?What do summer camp and PPC have in common?This morning, I put my boy on the bus, headed to a 4-day summer camp. Gettin... > Read more

August 08, 2013     |   Posted In: Paid Search Marketing   |   Comments: 10

The PPC Guide for Beginners, Part 2: Setting Your PPC Goals

This is Part 2 in a 5-part series. Read the rest of the series here:The PPC Guide for Beginners, Part 1The PPC Guide for Beginners, Part 3The PPC Guide for Beginners, Part 4The PPC Guide for Beginners, Part 5Okay. So, you are hopeful that a pay-per-click marketing campaign, correctly organized, could help jumpstart sales and bring in a sorely needed boost in revenue.

You’ve heard about others who have succeeded with PPC, now you want to know whether the expenditures necessary to get your project on board would provide sufficient return on investment (ROI).Let’s talk about that – starting from the beginning.What are the right goals for a PPC marketing campaign?Everyone needs a goal – a destination. Sure, it can be fun to simply hop in the car and start driving … not knowing o... > Read more

August 02, 2013     |   Posted In: Paid Search Marketing   |   Comments: 26

The PPC Guide for Beginners, Part 1: Intro to PPC ROI

This is Part 1 in a 5-part series. Read the rest of the series here:The PPC Guide for Beginners, Part 2: Setting Your PPC GoalsThe PPC Guide for Beginners, Part 3: The Landing Page DilemmaThe PPC Guide for Beginners, Part 4: Finding Your KeywordsThe PPC Guide for Beginners, Part 5: Bringing it All TogetherGetting Return on Investment from PPC“Return on Investment” (ROI).

It is a business school basic and a fact of life. If you get less out your efforts than you put into them, you’re going backwards, not forward – and, eventually, you will be bankrupt.One investor takes a chance on a start-up company and makes millions. Another puts her life savings into a “sure deal” and loses everything. Return on investment can make or break any operation – and it is a primary consider... > Read more

July 30, 2013     |   Posted In: Paid Search Marketing   |   Comments: 20

The PPC Guide for B2B Professionals

 Quick: What do ground-penetrating radar, hydraulic tie-rod cylinders, and third-party PPC software platforms have in common? Not much, really—but all three are examples of B2B (business-to-business) products that B2B companies can sell via PPC advertising.PPC is a system that offers B2B companies the ability to capture leads fast and efficiently.

Your target market is basically raising its hand and saying it’s interested in your product or service, and it does so by typing in search keywords on Google or Bing. The beauty of it is, they’re looking for you – instead of you standing around a trade-show booth for ten hours at a time asking people what their biggest business challenges are and hoping their needs match up with what you offer. That’s what makes PPC a form of inbou... > Read more

July 18, 2013     |   Written by: Brad McMillen   |   Posted In: Paid Search Marketing   |   Comments: 17

Banner Ads Are Back from the Dead: How Google Has Given Banner Ads New Life

Banner ads are largely seen these days as fossils from the internet’s dinosaur period, back when blinking text was cool and Angelfire sites were all the rage.Such online billboard ads have long been considered deceased, dead, and buried, with few mourners grieving the demise of web banner ads. However, a new breed of banner ad has evolved and is on the rise thanks to Google, and they’re hungry for blood (or clicks.

Whichever is easier).Today we’re looking at the horrific past of banner ads, their new and improved counterpart, and how you can make banner ads work for you!Everyone’s (Least) Favorite Ad: Why Most Banner Ads Stink Just like the Iraq War, slavery, and parachute pants, banner ads are an ugly part of our history. They’ve generally been seen as a public nuisance and... > Read more

July 01, 2013     |   Written by: Megan Marrs   |   Posted In: Paid Search Marketing   |   Comments: 14

Larry Kim Named Most Influential PPC Expert for 2013!

Our friends at PPC Hero put together an infographic of the Top 25 Most Influential PPC Experts in 2013, based on votes from readers, social influence and other influence factors (speaking engagements, books published, channels reached, etc.). We were very excited to see our own Larry Kim in the very top spot! Check out the full graphic below to see all the top experts.

Huge thanks to our buddies at Hanapin for putting this together, and congrats to all the other experts. We're honored to be in your company!You can read more about the survey's methodology here.... > Read more

June 20, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 2

How Native Advertising is Kicking Serious Banner Ad Butt (And What You Can Do About It)

Do you remember the last television commercial you saw? How about the last radio ad you listened to?Okay, here’s one you’ll remember for sure: What company was behind the last banner ad you saw online?My guess is that you don’t remember any of those three types of advertising. But don’t feel bad about it.

You’re probably suffering from “Horse Blinder Syndrome.”It’s nothing serious, just a natural progression of how we humans have developed a tendency to ignore advertising. Especially online.Display ad click-through rates have plummeted over the years, and according to DoubleClick research and HubSpot, the average CTR is now at a miniscule 0.1%.So how do we brilliant marketers and creative advertisers improve? Well, there’s something called native advertising. And I’m 10... > Read more

June 04, 2013     |   Written by: Johnathan Dane   |   Posted In: Paid Search Marketing   |   Comments: 8

News Flash: PPC Is Inbound Marketing

What is Inbound Marketing? The Story of How PPC Became "In"The industry is all a-buzz today with Rand Fishkin’s announcement that SEOmoz is relaunching and rebranding as simply Moz. They are distancing themselves from their history as an SEO company and positioning themselves as a provider of more general marketing tools, with a focus on “inbound marketing,” the phrase that local Boston company HubSpot and others made (relatively) famous.

I couldn’t help but notice that Rand’s blog post explaining the change included a revision of a diagram he had previously used when discussing inbound marketing. Here’s the new diagram, which distinguishes between inbound marketing and “interruption marketing”:And here’s the old diagram, from Rand’s March 2011 blog post:Notice anything ... > Read more

May 29, 2013     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 42

Why Tumblr Will Make Yahoo Billions: The Chronic Undervaluation of Display and Mobile

There’s been a lot of negative stuff in the press so far about how Yahoo is making a big blunder with its recent acquisition of Tumblr.In this article, I’ll explain why I think they’re all wrong.But first, let’s address the critics, who in general, seem to be focused on two main points:1. Yahoo Sucks at Integrating Companies (See Flickr)In 2005, photo sharing site Flickr was at the forefront of the social media revolution.

But, as some critics have pointed out, Yahoo’s reign has brought with it a complete lack of innovation, and as a result the company failed to do anything interesting with the huge audience Flickr had.All this is true – however, it happened under Yahoo’s previous management, before Marissa Mayer took over the helm. This is backwards-looking, not forwards-loo... > Read more

May 20, 2013     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 8

Creating the Next Generation of PPC Superheroes

Our friends at Hanapin Marketing and PPC Hero need your help!Pat East, the CEO of Hanapin Marketing, teaches a summer workshop at Indiana University that covers all aspects of Internet marketing, including a core module in PPC. Their grades are dependent on demonstrating their PPC knowledge by successfully creating and managing an AdWords account for a real business.

How You Can HelpHanapin is looking for eight U.S.-based companies to participate in this program and help out the students. The companies must be willing to make a $250 investment in PPC to help a student out – as well as to see if PPC is a good fit for their business!How to Get StartedIf you want to do your part in building the future of PPC, contact Hanapin's Director of Paid Search Jeff Allen directly (Jeff.Allen@hanapinma... > Read more

May 08, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 1
 
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