Paid Search Marketing Posts from the Internet Marketing Blog
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
So you’re advertising on mobile devices. What now?As most advertisers know by now, one of the biggest changes in Google’s new Enhanced Campaigns is that they target all devices. After the upgrade, this means that at least a portion of your impressions are coming from users on mobile devices – even if your market is primarily desktop based.
Sure, you can set your mobile bid adjustment to -100% to effectively turn off mobile (although Google has noted that even this won’t guarantee that your ads will never be displayed on mobile devices) but if you’re like most WordStream users, then you are either willing to experiment with mobile or you simply haven’t gotten around to changing the bids.And this isn’t a bad thing. More and more search usage is shifting to mobile devices, and s... > Read more
The following is an excerpt from a new white paper co-created with Hanapin Marketing. Download the complete white paper here.In pay-per-click marketing, as with so many things in life, you have to spend money to make money. But how do you figure out what you should spend?Your monthly and annual budget is a huge part of your PPC strategy, so whether you’re new to PPC or have been doing it for years, it’s worth taking a step back to figure out if you’re making the most of your spend.
The most important consideration for budget planning is your lead needs. You’ll need to sit down and figure out some characteristics of your leads, such as:Lead qualityTarget cost per lead (CPL)Buying cycleVisitor frequencyGeographic locationIf you’re not sure what your target lead looks like, start by ... > Read more
This is Part 5 of a 5-part series. Read the rest of the articles here:The PPC Guide for Beginners, Part 1: Intro to PPC ROIThe PPC Guide for Beginners, Part 2: Setting Your PPC GoalsThe PPC Guide for Beginners, Part 3: The Landing Page DilemmaThe PPC Guide for Beginners, Part 4: Finding Your KeywordsWho should use pay-per-click advertising? Does PPC really work?Maybe you have been affected by Google updates, and your website disappeared from the SERP (search engine results page).
Or maybe you simply want to make more money, and you’re looking for all the help you can get to boost sales.There are times when a well-planned PPC campaign proves to be a quick and profitable solution to internet marketing woes. And there are times when it isn’t. But, if you have been with us since the beginn... > Read more
This is Part 4 of a 5-part series. Read the rest of the articles here:The PPC Guide for Beginners, Part 1: Intro to PPC ROIThe PPC Guide for Beginners, Part 2: Setting Your PPC GoalsThe PPC Guide for Beginners, Part 3: The Landing Page DilemmaThe PPC Guide for Beginners, Part 5: Bringing it All TogetherYou use them to find what you want, to order what you want, and to get what you want.
They can hurt you, infuriate you, or enrich you. And once you let them go, you can never get them back.Words. The internet is based on words, and Google earns billions of dollars per year from Ad “Words.”Ask someone to help you plan a pay-per-click campaign, or for advice on how to get your website ranking higher in organic search results, and one of the first things you will be asked is, “Which ... > Read more
This is Part 3 in a 5-part series. Read the rest of the series here:The PPC Guide for Beginners, Part 1: Intro to PPC ROIThe PPC Guide for Beginners, Part 2: Setting Your PPC GoalsThe PPC Guide for Beginners, Part 4: Finding Your KeywordsThe PPC Guide for Beginners, Part 5: Bringing it All TogetherWhen a visitor knocks on the door of your home, do you chase her away? Invite her inside? Pour her a drink of iced tea?Your response depends on who is knocking, doesn’t it? The same principle applies to landing pages.
Every person searching on a keyword or term related to your business is an individual—why not recognize that individuality and serve up a proper reception?What do summer camp and PPC have in common?This morning, I put my boy on the bus, headed to a 4-day summer camp. Gettin... > Read more