Paid Search Marketing Posts from the Internet Marketing Blog

The PPC Toolbox, Part 2: Competitive Research, Landing Page Creation, & Other Helpful Tools

Yesterday, I shared a number of different PPC tools that will help with building and tracking performance in your account. This time around, I have a few new tools and sites that will help you check some performance statistics of your competition and see how you compare to them. I am also sharing a few tools that I have found myself needing quite a bit when managing my accounts and working with various clients.

PPC Competitor AnalysisSpyFu: SpyFu allows you to do in-depth research on competitors and see what keywords they are bidding on, as well as ad history, average position, and potential daily spend ranges. Whether you want to do in-depth research on a specific competitor or to see everyone that’s bidding on your top keywords, SpyFu lets you do it all. It offers a free version which a... > Read more

March 26, 2013     |   Written by: Randi Lucius   |   Posted In: Paid Search Marketing   |   Comments: 5

Five Reasons to Bid on Branded Terms in PPC

 Anyone who manages a PPC account is perpetually on the lookout for a “secret weapon” to boost their performance. As a Customer Success Rep at WordStream, I have consulted for (what feels like) almost every type of account imaginable. Usually, my suggestions differ based on each individual client, but there is one foolproof recommendation that benefits just about everyone: bid on your branded terms.

OK, I know it sounds crazy. You’re probably thinking, why bother spending money on branded terms that are already triggering organic listings? (That’s what eBay recently decided, but we’re not sure their SEM managers are quite up to snuff...) Or you may be worried that paid search ads will cannibalize your organic traffic. However, Google has conducted studies that show this isn... > Read more

March 19, 2013     |   Written by: Erin Sagin   |   Posted In: Paid Search Marketing   |   Comments: 11

Why Your Click-Through Rates Suck

“Awesome! I have 300,000 impressions …. why is my CTR so low?”OK, the title of this post is a little harsh, but the importance of click-through rates to CPC campaigns has been well documented. So take a second and look at your account. Do you see that you have thousands of impressions and a few clicks with great conversion rates? I can assure you that you are not alone.

There are a few things you can do that can help you turn that frown upside down. :DSeparate Search vs. DisplayThe first thing I always look for when diagnosing why a campaign has a low CTR is network targeting. It is always a best practice to separate your campaigns by network. That means having one campaign set to search (and search partners) while having another set to target only display. I won’t go into detail o... > Read more

March 13, 2013     |   Written by: Ben Cohen   |   Posted In: Paid Search Marketing   |   Comments: 3

Five Big Ongoing/Upcoming Shifts in Paid Search for 2013

 As a paid search account manager, you try to stay as ahead of the curve as much as possible. For full-time account managers, the fast-paced environment of paid search can be exciting, but for many people it can be exhausting trying to keep up. That being said, I wanted to share with you what I believe are five big upcoming changes in paid search in the upcoming year.

Shopping FeedsGoogle Shopping, originally known as Froogle, has taken on many updates since its inception in 2002, when Google began allowing e-commerce advertisers to link their database of inventory in an online marketplace alongside other advertisers. Froogle’s rise was swift as it was the first major comparison shopping network to offer placement for free. Froogle’s growth continued alongside Google AdWords until ... > Read more

March 12, 2013     |   Written by: Nick Weidman   |   Posted In: Paid Search Marketing   |   Comments: 5

Keep it Simple, Stupid Part 2: Simplifying PPC Management for Multiple Accounts

Recently Randi talked about the importance of keeping your landing pages clean and simple. She opened with a quote from her geometry teacher.I guess everyone had a high school teacher whose favorite motto was KISS, because one day in sophomore biology Mr. Burton stopped the class after not getting the answer he wanted from five consecutive students and decided to lecture us on keeping it simple.

Now, I don’t really remember what we spoke about that day—or much biology for that matter—but after he repeatedly drilled “Keep it simple (stupid)” into our heads, it has remained a staple in all aspects of everything I do—especially paid search.Simplifying Day-to-Day PPC Task ManagementThe first thing I do every day is prioritize my task list. Whether you’re managing multiple account... > Read more

March 11, 2013     |   Written by: Rich Griffin   |   Posted In: Paid Search Marketing   |   Comments: 8

I’m Speaking at SMX West!

What’s better than learning the latest search marketing strategies and insider tips on WordStream’s online blog? Hearing it all live, in person! If you’re getting goose bumps at the thought, it’s time to book your plane ticket.I’ll be speaking at the Search Marketing Expo West in San Jose, CA.

The event runs from March 11-13, 2013, and will be packed with over 50 panels and discussions detailing everything you ever wanted to know about search marketing.My session will be in a debate about pay-per-click marketing, entitled: “Forget What You Know About PPC – Best Practices Debate.” Speakers will engage in lively discourse over the value of Quality Score, the legitimacy of narrowly targeted landing pages, and much more. The truth is out there. At SMX West.I’ll also be the Q&... > Read more

February 14, 2013     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 0

20 Fast Facts About PPC Agencies

 Half of agencies reported improved ROI from PPC in 2012.>>Tweet This!<<  That increased ROI led to more PPC spending. More than three-quarters (77%) of agencies reported an increase in investment in Google advertising in 2012.>>Tweet This!<< 32% of PPC agencies report that their clients primarily use PPC to sell products or services directly.

35% use it to generate leads.>>Tweet This!<< PPC agencies report that the three most important metrics for gauging success of paid search marketing are return on investment (ROI), number of sales or leads, and cost per conversion. (This differs from the top 3 metrics as reported by companies: return on investment (ROI), conversion rate, and number of sales or leads.)>>Tweet This!<<&n... > Read more

January 21, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 14

Are You PPC Curious? An FAQ for PPC Beginners and Hopefuls

 Any questions?If you’ve been considering taking the plunge into PPC marketing, and you have some basic – very basic – questions before getting started, look no further. Here you’ll find answers to 10 frequently asked questions from PPC beginners and hopefuls – that is, people who have heard of pay-per-click marketing and Google AdWords, but don’t know much else.

Naturally, if you have a beginner question that isn’t answered here, let us know in the comments and we’ll do our best to help you.Table of ContentsWhat is PPC marketing?Nobody clicks on ads, so why have them?Why do people click on AdWords ads?Why use pay-per-click marketing?What type of businesses should be using internet advertising and why?How does Google AdWords work?Why is Facebook’s click-through rate l... > Read more

January 09, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 32

The Road to PPC Hell Is Paved with Good Intentions: 3 Mistakes You Don't Know You're Making

In PPC marketing, as in all walks of life, your best intentions can sometimes get you into trouble. Even “best practices” often have unintended side effects!Last week I partnered with Sean Quadlin at Hanapin Marketing to host a webinar called “Good Intentions Gone Wrong: 7 Worst Practices in PPC.

” Here are three of those “good intentions” that can hurt your PPC account and cost you money and leads.Worst Practice #1: Keyword Expansion or Bust!Some marketers have an “expand or die” attitude in PPC. You want every impression possible, so you’re constantly browsing the opportunities tab and adding new keywords that your competitors are bidding on. Growth is a good thing, yes, but if you focus on expansion over organization, your ad groups are probably out of control.Ask yours... > Read more

September 18, 2012     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 7

25 Fast Facts About Bing Ads

In honor of this week’s change in branding from adCenter to Bing Ads, and as a counterpart to 25 Fast Facts About Google AdWords, here are 25 facts and figures about Bing Ads, Microsoft’s PPC advertising platform:With a single Bing ad buy, you can reach 162 million unique searchers using Microsoft and Yahoo sites (including Yahoo Search, Bing, and partners), which account for 30% of total search engine share and over 6 billion searches a month.

(comScore Core Search, January 2012)From June 2011 to June 2012, Bing stole 5% of Google’s search share. (Experian Hitwise)Bids on Bing tend to be lower, and the competition for keywords is lower. (Hubspot)Local, travel, shopping and health related searches account for 30-40% of total search queries. Sessions in these four areas on Bing are of... > Read more

September 12, 2012     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 12
 
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