Paid Search Marketing Posts from the Internet Marketing Blog
Over the last year, I’ve spent about 3 hours per day reading about online marketing, and paid search in particular. It’s worked out to somewhere in the neighborhood of 780 hours of staying up to date on the latest case studies, tips, detailed how-to guides, and original research – we’re talking thousands of articles here! On the off chance you haven’t been keeping up to this extent every day, I wanted to share my picks for the best, most informative, absolute must-read PPC articles of 2013.
Some I had bookmarked, others were filed away in my mind, and others still were contributed by industry peeps including Robert Brady, Melissa Mackey, Danny Goodwin, Sam Owen at PPC Hero, Michelle Morehouse at Clix, and AJ Kohn – thank you all! (See more awesome contributions in this Twit... > Read more
Let’s be honest, ad copy testing=tedious. Those of you who have conducted A/B testing on your ads are completely aware of how painfully time-consuming this task can be. Creating testing Excel sheets to set up, sort, and analyze how one’s ads are performing against one another can suck up hours upon hours of your time.
But, on the other hand, making small tweaks to your ad text can drastically increase traffic to your site! This is why testing is incredibly important, and can lead to glorious outcomes if done properly. Who doesn’t want a higher click-through-rate (CTR) that leads to more conversions, an improved quality score, and lower costs? You can achieve this through testing, testing, testing!As I explain this to a client, they inevitably groan back, “But I don’t have time to ... > Read more
Small Business Saturday might feel a bit weightier this year for many, given the shortened shopping period from Thanksgiving to Christmas. Individual retailers and restaurateurs participating in the annual holiday season kickoff plan to offer coupons, discounts and other holiday promotions, according to new research from American Express and the National Federation of Independent Businesses (NFIB).
This year, 70% of those participating believe it will help them attract new customers, and 67% plan to offer discounts to drive sales. Offering a free gift with a purchase is an incentive 33% plan to deploy. Notably, the number of small business owners planning to rely primarily on paid advertising to promote Small Business Saturday has doubled since 2012.Now in its fourth year, Small Business Sa... > Read more
The cornerstone of any successful PPC campaign is keyword research – choosing the best keywords to bid on that are most likely to result in clicks and conversions. Keyword research is part science and part art. It's about using the myriad tools at your disposal, but also understanding your customers and predicting which terms they're actually typing into the search box.
That’s the best way to ensure that your ads show up at the right time and in the right place: when they’re searching for the kinds of products or services you offer.In this guide, you’ll learn a set of methodologies to help you acquire, refine, and organize your PPC keywords, all in the service of better targeted and more effective pay-per-click campaigns.Getting Started: Brainstorming a PPC Keyword ListThe starting... > Read more
Text ads and Product Listing Ads (PLAs) are more powerful used together, according to Google; in fact, using text ads alone means lower brand recognition, less site engagement and fewer online sales, they say.Google’s recent study, conducted in cooperation with research and consulting firm Millward Brown, shows that:People who see a brand’s PLAs and text ads are 75% more likely to search for that brand within 30 days than those who only saw text ads.
People who see both text ads and PLAs are 90% more likely to visit the retailer’s website. They are also more likely to visit product pages, add items to their cart, and click on store locator buttons.People who see both text ads and PLAs are 83% more likely to make a purchase than those who only saw text ads.Their findings pertain mostly... > Read more
The refrain “time is running out” is something we’re all going to hear on a repeated basis for the next 45 days or so. As it applies to the PPC pros, time is running out to prepare for the digital shopping madness known as Cyber Monday, coming on December 2. That's just three short weeks away.Cyber Monday is a term marketing companies created back in 2005 to hype online shopping the Monday after Thanksgiving.
It’s a day of steep discounts and special offers to keep the momentum going after Black Friday, the major difference being you don’t get trampled by people on Cyber Monday like you might on Black Friday, and you don't have to search for parking.What does Cyber Monday mean to you? It means consumers are in “extreme buying mode” on Cyber Monday, so it’s time to take step... > Read more
In politics, the term “going negative” tends to have a, well, negative connotation—typically from the candidate who just placed a negative ad and dares his or her opponent not to do the same.In our case, however, most of the companies we help to optimize their PPC campaigns don’t even realize that going negative—that is, eliminating the useless keywords that bring the wrong people to your site—is even a possibility.
We’ve been preaching the concept for while—including a handful of blog posts and even an e-book – but now is as good a time as any for a quick refresher on the topic.To recap: a negative keyword is, according to Google, “A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyon... > Read more
I admit it. As a marketer, sometimes I get stuck with ideas when I try to promote my own self.Maybe it’s a cultural stigma that somehow self promotion is a shameful thing (hence the term “shameless self promotion”). And I’m pretty sure I’m not the only one.But one day (as I was TOTT-ing … “thinking on the toilet,” term you see posted on the back of bathroom stall doors) it dawned on me: “Heck, I should use my knowledge to benefit … ME!”For example, this guy was looking for a job.
He was trying to stand out from the other applicants, so he bought keywords for executives in the company that he was trying to get hired at.Why did it work?Simple. He tapped into people’s natural tendency to Google themselves. Like Al Pacino, vanity is ALL marketers’ favorite sin.That’... > Read more
Ask any business owner what he or she needs, and you’ll likely hear “more customers.” Businesses can’t just rely on their existing customers to fuel growth, so there’s a constant need for more leads who will eventually become clients.This guide will tell you how to use pay-per-click (PPC) advertising with Google AdWords to get more leads and grow your business.
Who PPC Lead Gen Works ForA common misperception is that PPC is only for e-commerce websites, but that’s not the case at all. PPC is a highly effective channel for websites and companies doing lead generation.Lead generation (often referred to as “lead gen”) is a requirement for businesses that can’t or won’t do business with just anyone. There’s usually a prequalification and information-exchange period that ta... > Read more
The Excel bubble chart is often overlooked by PPC advertisers, because it can be tricky to set up. However, when used properly, a bubble chart lets you clearly present and compare categorical data (e.g. campaign, ad groups, device, etc.) – represented by the number of bubbles – as well as quantitative data (e.
g. cost, conversions, CTR, etc.) – represented by the size of the bubble and its location on the XY axis.In this article, I will show you step-by-step how to create the powerful Excel bubble chart for use with PPC data and even give you access to a free download of the unlocked Excel spreadsheet (Click to download excel bubble chart template).Why Bubble Charts Are Useful for PPCAs PPC managers, we understand our campaigns, but it can be difficult to quickly and effectively descr... > Read more