Paid Search Marketing Posts from the Internet Marketing Blog

A Wrod Abut Mispelligns

The following is a guest post by Evan Saks, founder and president of Lungfish Communications. PPC advertisers looking for the best value in search would be well-advised to follow these three steps: search, serch, and seacrh again!  One of the wonders of Google is its automatic spelling correction.

Search for the term “Ipod” and Google will return results including text ads from Target, Bose, MacMall, Amazon, AOL, Overstock, and others. Apple gets top position, but it’s a crowded field with plenty of others clamoring for attention.  Now search for “ipdo” and Apple’s sponsored link will appear in the first position. And also in the last position. Because it’s all alone, with no other competitive ads. Apple is presumably paying a miniscule... > Read more

December 28, 2009     |   Posted In: Paid Search Marketing   |   Comments: 0

Using the Free Keyword Niche Finder to Set Up a PPC Campaign

Yesterday I talked about using the Free Keyword Grouper to plot out a structure for a new website. Today I'd like to show you how to use our other new tool, the Free Keyword Niche Finder, to quickly set up a PPC campaign. We believe that a high Quality Score is the key to an effective, cost-efficient pay-per-click campaign, and that a well-organized campaign structure is the key to securing high Quality Scores.

Here's how the new tool can help you get there. First, just enter a keyword. The Free Keyword Niche Finder is a keyword suggestion tool and keyword grouping tool in one. Just enter a keyword, and you'll get back extensive, relevant suggestions, but instead of a scattered list, the results are organized into related groupings. Let's use the perfume store example again: Similar to th... > Read more

December 22, 2009     |   Written by: Elisa Gabbert   |   Posted In: Keyword Marketing   |   Comments: 0

Five Ways to Expand Your PPC Presence

The following is a guest post by John Lewis, one of WordStream's client services representatives. John helps customers overcome challenges and hone PPC performance. Pay-per-click marketing is a continual process and there are always ways to expand your presence and improve performance. The following are five ways you can explore different PPC opportunities even after you have thoroughly segmented your keywords into an effective structure: 1.

Advertise on the content network: A good form of spreading your brand name to a relevant audience. Select verticals of websites that are related to your product to reach out to the most qualified audience. A study conducted by Forrester indicates that display advertising in the content network increases brand awareness and results in higher click-thro... > Read more

December 08, 2009     |   Posted In: AdWords Tips   |   Comments: 3

Leverage Analytics Intelligence to Be Alerted to Important Changes in Your PPC Campaign

At the end of October, Google Analytics announced a series of exciting updates. Included was the Analytics Intelligence engine which algorithmically tracks significant changes to patterns in your website’s metrics. This engine works both as an automatic feature for general alerts and a custom feature for you to leverage Intelligence based on any metric and/or traffic source you choose.

Intelligence comes with the ability to provide Daily, Weekly or Monthly alerts. As a PPC manager, I'm thrilled to be able to let Google track my data and tell me when things are going well, and more importantly - not going well. Today I'm going to share with you some quick ideas on how you can leverage Analytics Intelligence for your own PPC campaigns.  But just in case you missed the offici... > Read more

November 17, 2009     |   Written by: Larry Kim   |   Posted In: Analytics   |   Comments: 5

3 Things You Need to Know About Long-Tail Marketing with Advanced Broad Match

This is a guest post is by Bob Stanley, WordStream’s Senior Client Services Representative. Bob has extensive experience in paid search, which he now leverages to help our clients solve difficult problems surrounding pay-per click marketing with the WordStream software. One of my roles as a client services rep for WordStream is to help clients use our software to successfully manage their paid search accounts.

I’m finding more and more with our clients that the long tail is getting extremely competitive. I personally blame advanced broad matching options, dynamic keyword insertion (DKI), and just the industry becoming more sophisticated.  We all know the advantages of getting more specific with grouping and creating better conversion paths – however, it’s not always so cut and... > Read more

November 04, 2009     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 1

Improve Your Paid Search Performance by Addressing These 5 Common PPC Mistakes

For many online marketers, pay-per-click advertising is a relatively complicated marketing tool with a lot of moving pieces. Maybe that’s an understatement, but with so many moving pieces, it is commonplace to let certain strategies and best practices fall through the proverbial cracks. Admittedly, a lot has been written on PPC mistakes.

But that is just further proof that so many advertisers are leaving money on the table and need to be reminded how they can step up their game and improve their PPC performance. Today I’m going to discuss 5 common mistakes that PPC advertisers make and offer simple solutions to get your campaigns moving in the right direction. Ignoring Quality Score-Friendly Campaign Structure Despite the wealth of knowledge found on blogs and in ... > Read more

November 03, 2009     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 6

What, Exactly, Determines Your PPC Keyword Price?

It's a question that's asked more often then you might think. "What determines my pay-per-click keyword price?" The answer is most certainly not "Google" or another PPC search engine. Truth be told, this question is aptly answered by a quick lesson in PPC fundamentals. Your keyword price, or cost-per-click (CPC), is determined by a combination of your bidding strategy, keyword competition, Quality Score and a handful of other factors.

TIP: PPC terminology 101. While keyword price is a seemingly accurate descriptor, the more appropriate (and widely accepted) term is actually cost-per-click - aka CPC.Your Keyword Bids: The most obvious determinant of your keywords' cost-per-click is in fact your actual bid! Google AdWords, Yahoo! Search Marketing and Microsoft adCenter all util... > Read more

October 19, 2009     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 7

Pimp Your PPC Ad: 5 Lessons from Lackluster Text Ads

Remember MTV's Pimp Your Ride? Well today I'm going to pimp your PPC ad. Roll in with your Chevy Cavalier and I'll send you home with a Cadillac. Of pay-per-click ads. OK, these advertisers didn't ask me to revamp their ads, but I'm doing it anyway (for free!) and I think we'll all learn some valuable PPC ad writing lessons in the process.

Lesson #1: You have limited space. Don't waste it. Below are the first-page sponsored links for a search on "web design firms." This ad is redundant. The URL tells us the name of your company, so use the headline to say something more—tell us a little about what you offer and what sets you apart. (And one or the other could include the keyword to increase relevancy.) Notice how the competing ads have included useful information about pri... > Read more

October 13, 2009     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 5

PPC Advertising Project for Non-Profits

We got an interesting email the other day from our friend Jim Jansen, assistant professor at the College of Information Science and Technology at Penn State. If you haven't heard of Jim yet or aren't familiar with his research in search marketing and searcher behavior, read our recent interview with him here: Jim Jansen on Click Behavior and SERP integration.

Jim told me about a really cool project he and his students are doing in his PPC advertising course (BTW, how cool is a class on PPC advertising?). He and 55 of his technology and advertising students at Penn State are creating keyword advertising campaigns for eleven non-profit organizations. Apparently, the students will be implementing paid search campaigns for these eleven non-profits, as well as doing some SEO work and optimizing... > Read more

September 25, 2009     |   Written by: Ken Lyons   |   Posted In: Paid Search Marketing   |   Comments: 4

The PPC Agency Differentiation Checklist – The 5 Questions That Will Gain You Market Share

If you’re selling a product or service of any kind, differentiation should be top of mind. Search agencies are no different. Really this could apply to any online marketing agency or consultant, but for the sake of this post we’ll discuss why it's particularly pertinent to paid search: people are starting to spend more on search, there are reports that most of that increased spend is being pushed towards pay per click advertising, and many are frustrated with their results.

This means two things: Increased Opportunity for PPC Agencies – There’s more spend to manage; more and more quality companies who would make great clients will be turning to agencies to manage their paid search accounts. More Competition – With the influx of money to be managed, new firms, lone-wolf consultan... > Read more

July 01, 2009     |   Written by: Tom Demers   |   Posted In: Paid Search Marketing   |   Comments: 0
 
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