Paid Search Marketing Posts from the Internet Marketing Blog
In PPC marketing, as in all walks of life, your best intentions can sometimes get you into trouble. Even “best practices” often have unintended side effects!Last week I partnered with Sean Quadlin at Hanapin Marketing to host a webinar called “Good Intentions Gone Wrong: 7 Worst Practices in PPC.
” Here are three of those “good intentions” that can hurt your PPC account and cost you money and leads.Worst Practice #1: Keyword Expansion or Bust!Some marketers have an “expand or die” attitude in PPC. You want every impression possible, so you’re constantly browsing the opportunities tab and adding new keywords that your competitors are bidding on. Growth is a good thing, yes, but if you focus on expansion over organization, your ad groups are probably out of control.Ask yours... > Read more
In honor of this week’s change in branding from adCenter to Bing Ads, and as a counterpart to 25 Fast Facts About Google AdWords, here are 25 facts and figures about Bing Ads, Microsoft’s PPC advertising platform:With a single Bing ad buy, you can reach 162 million unique searchers using Microsoft and Yahoo sites (including Yahoo Search, Bing, and partners), which account for 30% of total search engine share and over 6 billion searches a month.
(comScore Core Search, January 2012)From June 2011 to June 2012, Bing stole 5% of Google’s search share. (Experian Hitwise)Bids on Bing tend to be lower, and the competition for keywords is lower. (Hubspot)Local, travel, shopping and health related searches account for 30-40% of total search queries. Sessions in these four areas on Bing are of... > Read more
Those who advertise on Microsoft adCenter might have noticed that Microsoft changed its name to Bing Ads under Yahoo! Bing Network. Yesterday, advertisers received a newsletter from The Bing Support Team with the announcement in name change and no additional explanations. No significant changes have been made and advertisers don’t need to take any actions to upgrade to Bing Ads.
The first change many might notice is a new home screen when you log in or sign up to advertise on Microsoft. The new Bing Ads home page resembles the main page of Bing search and welcomes new advertisers with information and tips on how it works, how to expand advertising reach, cost and payment, and success stories.The second and I believe the biggest change Microsoft has made and is the ability to transfe... > Read more
A while back we published a post called “Think nobody clicks on Google ads? Think again!” This post was based on original research revealing that roughly two-thirds of clicks for search queries with high commercial intent go to sponsored results.Recently, a new, related report has been making the rounds.
This study, carried out by GroupM UK and Nielsen, reports that 94% of total search engine clicks go to organic results, with just 6% of click share left for paid search ads. This seems to contradict our results – one cheeky lad tweeted the link directly to us – but does it?In the strictest sense – just, you know, in terms of facts – the answer is no. The GroupM study was looking at overall click distribution in the UK over a one-month period, totaling 1.4 billion search q... > Read more
When it comes to search marketing, SEO’s are from Mars and PPC’s are from Venus.Just over a week following the release of our War on Free Clicks infographic, dozens of whiny SEO’s have come out of the woodwork with ludicrous sob stories about how they purportedly tried and failed to get PPC to work for them and/or their client.
Sure, PPC isn’t easy – I get that, and I’ve even written a few articles about how some small businesses are struggling with PPC.But, seriously – compared to SEO?!! PPC is a total cakewalk. Like rolling off a log. Easy as pie.SEO, on the other hand, has recently become a complete nightmare-circus – I’m talking about the keyword analytics “not provided” brouhaha, Panda, Penguin, unnatural links notifications, the increasingly ridiculous and ... > Read more
Microsoft adCenter: Learn to Login, Download the Desktop App, Import from Google AdWords & Market on Bing & Yahoo
If you’ve already created a successful Google AdWords campaign, a great way to drive more leads through PPC is to start to expand to platforms outside of AdWords, like Microsoft’s adCenter, which allows you to place ads on Bing, Yahoo! and their partner sites. (And now that WordStream PPC Advisor offers support for adCenter in addition to AdWords, it’s the perfect time to learn.
)Many of the fundamental best practices for being successful in Google AdWords also hold true for creating a successful adCenter campaign, but the platform definitely has some distinct wrinkles. If you’re starting to advertise with adCenter, or thinking about getting started, there are several great informational resources available to help you get more out of your campaigns.One thing I think is worth cleari... > Read more
Yesterday we published the results of a study showing how sponsored advertisements on Google (PPC ads) are taking over territory previously reserved for organic listings, AKA “free clicks.” This is both good news and bad news for marketers. On the plus side, Google continues to roll out more and better types of search advertising to help marketers target their customers.
On the negative side, you (obviously) have to pay for those clicks.But the fact is, organic clicks aren’t really “free” either – gone are the days when it was relatively easy to rank on the first page in Google for your target keywords. Given the increasing costs and complications involved with SEO, it’s important to diversify your marketing channels. You can’t rely on organic search alone for traffic and l... > Read more
We recently highlighted the different advertising options available via Twitter’s paid ads and promoted tweets platform. Another massively popular social site has also been introducing new advertising options of late: Tumblr. For many businesses, Tumblr’s currently available advertising options may not be a great fit yet, but it’s always worth understanding what’s available with a given advertising channel before you dismiss it, and by following how a popular platform with a lot of visitors evolves their ad products you’ll know when they start to offer solutions that you can get the most out of.
Currently, Tumblr offers four separate ad products:Tumblr Highlighted PostsHighlighted posts allow users to designate their own Tumblr posts to be highlighted in your followers’ dashboar... > Read more
The Microsoft adCenter platform offers its own answer to AdWords Quality Score, but as with negative keywords in adCenter, Quality Scores in adCenter function somewhat differently than they do in Google AdWords.You can easily see your keyword-level Quality Scores in adCenter, similar to the way that you can drill down to the keyword level in AdWords:The way that Quality Score is calculated, however, is slightly different in adCenter.
How Quality Score Is Calculated in adCenterThe biggest difference is that adCenter Quality Score doesn’t actually impact your cost per click and ad rank, ad position, or keyword eligibility. It’s designed to be a metric that indicates how generally competitive your keyword is in the adCenter marketplace as compared to other advertisers’ keywords. The over... > Read more
There are a lot of key differences between Google and Bing match types, but people seem to be particularly confused about adCenter’s negative keyword match type. Most people are familiar with negative keywords in Google AdWords and understand the mechanics of using negative keyword tools and selecting the best negatives for a campaign in Google AdWords, but many people struggle with some of the nuances of leveraging negative keywords within Microsoft adCenter.
In this post we’ll walk through how negative keywords work in adCenter and how, specifically, that functionality is different from Google AdWords.Using Negative Keyword Match Types in Microsoft adCenterIn the post I linked to above, Bethany Bey created this great chart comparing the way negative keyword match types function on dif... > Read more