Paid Search Marketing Posts from the Internet Marketing Blog
As a PPC manager, your job is more about achieving objectives than just leveraging features and tactics (features and tactics are a means to an end). Towards this end we put together a three-part series in which we offered specifics tips on how to:Get More Leads from PPCLower Your Cost Per AcquisitionLower Your PPC CostsBut what if you have a more specific objective? One common consideration for account managers is how to get “more leads,” but this is particularly true as it relates to leads from a campaign or channel that is very cost-effective.
Often the content network falls into that category.In this post, we’ll assume your content network campaigns, or a client’s, are launched and off to a great start, and you’re looking to audit a campaign to find opportunities to increase ... > Read more
This is the last installment in a three-part series on achieving specific goals within your paid search accounts. In the prior installments we’ve covered:Five Ways to Get More Leads from PPCFive Ways to Lower Your Cost Per Action (CPA)And today we’ll cover a third, somewhat less frequent objective: lowering your PPC costs.
It seems like lowering your PPC costs should be a pretty common objective, but in actuality lowering your CPA is usually a much better goal. After all, for most businesses you’ll take as many cost-effective leads and sales as you can get, so the concern is more how much you’re paying for each lead rather than how much you’re paying total. But as most PPC managers know, in the real world there are various factors that sometimes cause businesses to want to quickly... > Read more
Last week we gave you five tips on how to get more leads from PPC. But what if your main problem isn’t leads? Everyone wants more leads, of course, but what if your most immediate problem is that your PPC campaign just isn’t profitable?In this post we’ll walk through five more tips, this time for lowering your CPA.
Cost Per Action Lowering Tip 1: Lower Your BidsIf your cost per conversion is out of whack, this basically means that the following equation isn’t adding up properly for you:Cost / Conversions = CPAWe’re thinking about ways to get conversions for cheaper, so it’s pretty obvious that we might want to do something about the conversion end of this equation, but all too often I see people ignore the cost side to their own peril.Many times, there’s a range of conversion ... > Read more
Todd Wilkinson, CEO of WordWatch, began his online career in 1999 with WorldOnline/Tiscali, a pioneering European ISP. Todd later co-founded a digital agency in Amsterdam in 2002, called iizt (pronounce “east”), serving the advertising industry in the Benelux. In 2006, Todd co-founded and served as CEO to Respectance.
com, a social media play described by TechCrunch as the “MySpace for dead people.” Funded by two European VCs, Respectance was located in San Francisco, CA and Amsterdam, NL. Todd exited Respectance in 2010 and launched WordWatch in March 2011, based in Foster City, CA and Amsterdam, NL, with production and algorithm development in Krakow. You believe that bid management is the most time-intensive part of search engine marketing. Why is it so time-consuming and what... > Read more
I thought I had a good grasp on keyword match types – that is, until I started studying for the adCenter exam. Then I realized there were some noteworthy differences between how Google and Bing interpret match types. If you’ve been treating match types the same in both search engines, read on to learn the key differences between the two and how they may be affecting your account.
For this example we are going to be owners of a flower shop. We want to include the keyword "red flowers" in our Google and Bing accounts. I’m going to go through how the different match types for "red flowers" will affect when our ads show in each account. List of Match Types: Broad Match Phrase Match Exact Match Negative Keywords Broad Match Google: An ad is eligible to appear when a user's search term ... > Read more
If you run a local business in a competitive market (and whose market isn’t competitive these days), it’s essential to set your AdWords campaigns up in a particular way for local online marketing. You will need to set up a minimum of two different campaigns, and sometimes four. Why is this? Let’s look at an example for a plumber from Swindon, in the UK.
The first campaign will be set up with general keywords. Examples are: Plumber Local plumber Plumbers Emergency plumbers Local plumbers 24 hour plumbers The best practice in order to get high Quality Scores, hence a cheaper Cost Per Click (CPC), is to add each of these keywords in their own ad group, with ads containing these specific keywords. You will then set this campaign to run ONLY within the Swindon area. You can do this... > Read more
That's right folks, it's the auspicious return of Pimp Your PPC Ad, in which I scan the SERPs for sponsored ads that don't pass the sniff test, then tell you how to make them better (-smelling?). I always meant to make this a regular feature, but apparently I only did it once in 2009. Oops. So, maybe it's only a biannual feature.
Anyway, here we go with five more lessons from poorly executed pay-per-click ads. Lesson #1: Don't Put All Your Keyword Eggs in One Basket These are some of the ads I was served up for "army surplus gear": This last one suffers from a lack of targeting – these different keywords (ACU headgear, ACU jackets, etc.) should really all be in their own ad groups. In addition, the ad doesn't communication any value proposition and doesn't have a ca... > Read more
If you're a PPC agency there are some fundamentals within the campaign that you want to understand before you do anything else: Margins & Profit - Before you do anything else with PPC, you want to understand what "profitable" means. If you're working on a VC-backed company willing to take a loss on each lead this might just be a target cost per acquisition (CPA), but in most cases it means a hard cost that leads a company into the black.
This is the most critical single metric in your PPC campaign (and it has nothing to do with click-through rate, Quality Score, etc.!). Costs & Costs Per Click - Obviously you want to be cognizant of what you're spending -- not just in the context of your cost per conversion and your margins, but also in the context of the volume you can drive... > Read more
BoostCTR is is a network of advertisers and expert pay-per-click ad writers. I asked BoostCTR's Jeff Sexton and Ryan Healy to share some of their knowledge about what goes into a great pay-per-click ad. Jeff is in charge of Optimization Management for Boost’s writer network, and Ryan is a lead writer and blogger for Boost.
First off, can you tell us a little bit about BoostCTR? Jeff Sexton: BoostCTR helps businesses improve their pay-per-click advertising ( PPC) by boosting the click-through rate (CTR) of their ads. We take clients’ best performing PPC ads, re-write them, and then split-test the original ad against our new challenger ad. And we repeat that process until we beat the client’s old ad by at least 5%, or we give them their money back. 5% is the guarantee, but our average ... > Read more
A couple of weeks ago I told you that your first negative keyword lists should consist of your brand keywords. Doing so keeps your competitive (higher CPC), non-branded campaigns from poaching brand-related ad impressions. Typically we see negative keywords being used to stop ad impressions from completely irrelevant search queries (or search queries that bring no business value), but there is a case for using relevant keywords as negative keywords.
Using brand-related keywords in negative keyword lists is not the only example of using relevant keywords as negatives. Depending on your business, you may find, after analyzing your search query reports, that your campaigns are poaching ad impressions from each other. Because of this, I recommend that you create a negative keyword list for eac... > Read more