Paid Search Marketing Posts from the Internet Marketing Blog
It should be no surprise by now that people are using smartphones to perform web searches. Is your website mobile-friendly?Here are some things to consider if it isn’t. Seventy percent of mobile users have compared product prices on their cell phones, 65% read product reviews on their phones and half of all mobile searches lead to a purchase.
That may seem like a big number – but think about how many times you’ve searched for a place to eat, checked out a few menus and made your decision. It happens all the time. As of January this year, it’s estimated that Google serves between 6-8 billion mobile searches per month, meaning that at least 3 billion purchases are made because of a mobile search.Maybe you have an app available on the App Store or Android Market? That’s great, but d... > Read more
If you are managing PPC campaigns in both Google AdWords and Microsoft adCenter, then allow me to be the bearer of some good news. The good folks over at Microsoft are finally making changes to the adCenter platform to make it more familiar to AdWords users.In fact, as this Media Post article describes, Microsoft has conceded that because Google owns the majority of the market share it has become the unofficial industry standard.
While this may be a tough pill for Microsoft to swallow, it’s good news for advertisers who are constantly struggling to save time while optimizing campaigns on both networks.Let’s take a look at some of the things that are changing in adCenter – changes that will make it easier to navigate for people who are currently advertising on Google AdWords:Easier ac... > Read more
We're doing a joint webinar tomorrow with Search Marketing Now. Here are the details:WHAT: Things You Can Do NOW to Improve Your Paid SearchWHEN: Thursday, November 3, 2011 – 1 PM EDT (10 AM PDT)WHO: Alex Cohen, Director of Marketing, H. Bloom, and Larry Kim, Founder and CTO, WordStreamWHY: Every PPC campaign needs a regular checkup.
In this webcast, we’ll take a look at things you can do to evaluate, fine-tune and improve your paid search.Alex Cohen will cover things you can do immediately to audit your account to find hidden waste and to improve your ROI. Larry Kim from WordStream will discuss steps you can take to create and maintain a healthy PPC program while investing just 20 minutes per week.Attend this webcast and learn:How to find and eliminate wasted spendHow to identify and ... > Read more
Last week, 17 PPC experts (and a few more who chimed in via the comments) told us the metrics they pay the most attention to when analyzing their campaign performance in AdWords. The #1 most common answer was click-through rate (CTR). Cost per conversion was another big one.There are many ways to improve your click-through rates, including refining your keyword research and writing more compelling ads.
We're also big advocates of using negative keywords to improve CTR by reducing impressions and clicks from search queries that are irrelevant to your products or just unlikely to convert. By eliminating those non-converting clicks, advertisers can save an enormous amount of wasted budget (often up to 30%!). So using negative keywords effectively doesn't just raise CTR, it lowers costs and im... > Read more
To become a rocket scientist you have to spend approximately half of your life going to school and earning PhD’s so that maybe, possibly, you could do what you really wanted to do as a boy. If you’re not scientifically inclined, but artistically inclined, things don’t get any easier. To be recognized as a master painter you have to put in a lot of work.
You might have to draw the scene ten times, but slightly different each time to get the right effect. You may have to cut off an ear, or maybe even die to be recognized for what you do well! Yeah, it’s a lot of effort, and that shouldn’t be surprising.The reason I bring this up is because lately I’ve been fielding a lot of questions about search engine marketing and pay-per-click marketing along with many, many theories about ho... > Read more
One of the challenges for any specialist is evangelizing your own channel. Whether you’re a pay-per-click consultant, doing PPC full time in house, or just list PPC campaign management as one of the channels you manage, you want to be sure that the proper budget and credit are being assigned to your pay-per-click campaigns.
In some instances just looking at the standard reporting options might not give you a full picture of where the value in your PPC campaign truly lies, but in this post we’ll introduce you to a few tools that will help you get more granular insight into the true performance of your pay-per-click campaigns.Demonstrating PPC Value with Multi-Channel FunnelsMulti-channel funnels from Google Analytics are a great (new) means of showing previously hidden value being create... > Read more
Are you still not doing PPC?! Silly business owners! There are many reasons to explore paid search marketing as a lead generation channel. Here are just three good reasons to get you started.1. PPC Ads Won't Poach Your Organic TrafficAdWords recently released the results of a study designed to answer a question that many advertisers ask: Will running pay-per-click ads cannibalize my organic search traffic? To address this concern, statisticians at Google built a statistical model to make predictions about click volume based on ad spend.
According to Google:This model generates estimates for the incremental clicks attributable to search ads or, in other words, the percentage of paid clicks that are not made up for by organic clicks when search ads are paused.Google found that 89% of traffic... > Read more
Earlier this year George Michie of the Rimm Kaufman blog had a great two-part blog series on performance-based pricing in PPC. The first post did an excellent job of outlining why performance-based pricing may not be as much of an incentive for agencies as some contend, while the second post focused on three additional issues with performance-based pricing, namely:Performance metrics aren’t simpleThe metrics commonly used can be artificially inflatedCommissions are paid for the wrong performanceBefore you get started with a pay for performance agency, you’d be well served to read both posts, but many successful agencies and happy advertisers find ways of making pay for performance work, as George himself points out in both the body and the comments of his posts.
Here we’ll walk throug... > Read more
On the heels of Google's blow-out Q2 2011 earnings announcement last week, we wanted to find out the most expensive keywords - what keywords demand the highest costs per click and are most competitive in terms of high search volume. Since the vast majority of Google's profits come from AdWords advertising, these high CPC keyword categories are responsible for a large part of Google's profits.
The results of our research are illustrated in an infographic of the most expensive keywords. (Click the image to enlarge the google adwords keywords infographic.)Table of Contents:Google CPCExpensive KeywordsBidding TipsBid InfoThe 20 most expensive keywords categories with the highest search volume (i.e. the most used keywords) and highest costs per click, thereby netting Google the most money, are:... > Read more
Do Better Keyword Research Some keywords drive tons of volume, and are therefore highly competitive and costly to bid on. Other keywords are practically free, but are searched on so infrequently, they won’t deliver a significant number of leads. As a search marketer, your goal is to find the sweet spot in your keyword universe – terms that are specific and targeted to your business, and common enough to drive a healthy traffic volume without being so common that you can’t afford to rank on them.
So if high ROI is what you’re after, you’ll need to diversify your keyword sources and aggregate a large number of keywords, then test, test, test to find your own keyword sweet spot – the terms that give you high click-through and conversion rates for relatively... > Read more