Paid Search Marketing Posts from the Internet Marketing Blog
In part 2 of this series, we gathered all of the data we would need for our search query mining exercise into Excel, as seen below. Now, we must take the time to prepare our data for analysis. This will include creating derived fields to bring information to the surface, flagging and deleting noise, converting counts to proportions, etc.
We are going to use the power of Excel to our advantage and push our data to its limits to extract value. Here are some of the questions our data will need to be able to answer easily: What search queries have high impressions but no clicks? (might be a good negative candidate) What search queries have resulted in a conversion? (promote these to exact match keywords in your account). What search queries have a below average CTR for the ad ... > Read more
As with any PPC analysis, you must get the right data to answer your questions. Here are some of the questions our data will need to be able to answer easily: What search queries have high impressions but no clicks? What search queries have resulted in a conversion? What search queries have a below average CTR for the ad-group? What search queries have an above average Cost/Conv? What search queries are duplicates of existing exact match keywords? In order to answer questions about a search query’s performance we need the Search Query Report, for questions about comparison metrics we will need an Ad-Group Report, and for questions about duplication we will need a Keyword Account Structure Report.
This tutorial does require a basic understanding of how to use the AdWord... > Read more
If you are bidding on broad match keywords and ignoring your search queries, you are definitely wasting money, by not managing your negative keywords, missing out on profitable long-tail keyword opportunities, and possibly missing new emerging search trends in your market. Keywords are not search queries Keywords are not search queries, although search queries can be keywords.
Keywords are assumptions about the words we think our customer will use when using a search engine, while search queries are the reality. If you are only using exact match keywords in your PPC campaigns, then your keywords will match your customers' search queries exactly every time a search is matched to your ad. However, if you are taking advantage of broad and phrase match, oftentimes one keyword ca... > Read more
One of the biggest mistakes that I see people make surrounding keyword organization is that they waste good to great structures. It's becoming better understood that intelligent paid search campaign organization is fundamental to paid search success, but just having a strong keyword structure isn't enough.
You have to then work to get the most out of that organizational advantage. How to Waste Great Keyword Structure in One Easy Step One of the really important things to understand about keyword grouping is that as you create new groups of keywords and get more and more granular with your segmentation, you're actually just speaking to an additional layer of intent. A keyword, after all, is an advertising control, and you're hand-picking a certain type of prospect with the keyword and signa... > Read more
This is a guest post by Willy Oghinan, a search engine marketing consultant and CEO of Salesplux, a leading Google AdWords management and marketing enhancement company. With Google AdWords, you can build your brand and increase your customer base with near immediate results. However, the challenges in properly creating and managing an AdWords campaign are such that many marketers abandon the whole project before they can achieve any return on investment.
These challenges include, but are not restricted to, high bid rates that exceed your budget and non-converting clicks that further erode your spend. But there are two critical factors that go a long way toward ensuring greater AdWords marketing success, enabling you to implement precisely targeted advertising and turn your PPC campaign in... > Read more
We've reviewed PPC Blog here before but since that post they've added a members-only training and community portion of their site that I've had a chance to spend some time with, so we thought it was worth reviewing the training and community aspects of the site. Why Bother with a Training/Community Site? One of the common objections you'll hear to paying for content (whether it's a how-to eBook or the Wall Street Journal) is that you can get seemingly similar content for free.
I touched on this in my review of SEO Book's training and community site, but I think that as content and data become more and more omnipresent and commoditized, a lot of the opportunity to create great products that make people better at what they do lies in how you slice, dice, and represent portions of that c... > Read more
The goal of PPC ad testing is to increase your click-through rate (CTR) and/or your conversion rate (CVR). Focusing on CTR should result in more traffic to your site, but it could be at the expense of your CVR. On the other hand, focusing on conversion rate should improve the quality of your traffic, but could hurt your CTR and reduce the number of potential customers visiting your site.
As advertisers we are asked to maximize both CTR and CVR, which often requires totally different approaches. If you want to maximize the total number of conversions on your site, you will need to look at a different metric which considers both the CTR and the CVR. This metric is called Impression-to-Conversion or I2C (Conversions/Impressions). I recently created a free Excel download for determining statis... > Read more
We recently ran a webinar on negative keywords, sharing tips, tricks and best practices for using negative keywords to identify and eliminate areas of wasted spend in AdWords pay-per-click campaigns. The webinar included: Tips for identifying wasted spend before it happens Methods for identifying underperforming queries that are costing you money in your AdWords campaign Step-by-step instructions for setting negative keywords within your AdWords campaign via the AdWords interface If you missed it, you can view a video of the webinar or the slides below.
And we hope to see you at the next webinar! Negative Keywords: Tips, Tricks and Best Practices Need more help with negative keywords? Download our free white paper: Negative Keywords: How to Put an End to Wa... > Read more
This is a guest post by Amy Hoffman, a search marketing consultant at Hanapin Marketing. She also blogs for PPC Hero and SEO Boy. Have you ever looked through an old scrapbook to find yourself smiling at memories you’d nearly forgotten? For me, it may be dressing up as Aqua to perform a sixth grade rendition of “Barbie Girl,” holding my at-the-time new baby brother, or some other embarrassing, proud or hilarious moment.
Some of these moments will live on only in the scrapbook. (I can double-check but I’m pretty positive my mom won’t have any more kids.) On the contrary, these memories can spark future plans such as a reunion with my fellow Aqua impersonators. By now, you’re probably wondering where I’m going with this. Believe it or not, the lifespan of a PPC account follows... > Read more
The Wall Street Journal recently reported on a small retailer in Alabama that profited from noticing and acting on a paid search opportunity. 365 Inc. first seized a market opportunity—late last year, knowing that the World Cup was approaching, the company ordered several thousand vuvuzelas (stadium horns).
They had a hunch vuvuzelas would become popular among U.S. soccer fans, which ultimately proved true. As the World Cup drew near, 365 Inc. bid on vuvuzela-related terms like “soccer horn” and “stadium horn” from Google and Yahoo for between 15 and 30 cents per click. Its ads began appearing in search results, and as of July 1 the company had sold $240,000 worth of vuvuzelas (30,000 vuvuzelas at $8 apiece). The company wouldn’t reveal to ... > Read more