Paid Search Marketing Posts from the Internet Marketing Blog

Microsoft AdCenter Negative Keywords: Using the Negative Match Type on Bing & Yahoo

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

June 14, 2012     |   Written by: Tom Demers   |   Posted In: Paid Search Marketing   |   Comments: 4

Bing's Sponsored Results for 'Keyword' Are Out of Control

This is pretty funny – do a search for “keyword” in Bing and here’s an example of the ads that get served:In other words, a seemingly random assortment of merchants – Bloomingdales, BMW of Sudbury, ankylosing spondylitis treatments, whip cream chargers?? Only one of the sponsored results has anything to do with keywords, the one on the bottom for an “SEO Site Analyzer” (notice, though, that the term “keyword” doesn’t even appear in the ad).

What’s going on here? My coworker Sergey figured it out – marketers or business owners are either uploading a spreadsheet or cutting and pasting from a document that uses “Keyword” as a heading. For example, Bloomingdales might have a keyword list that looks something like this:KeywordKate SpadeDKNYMichael KorsAnd the heading ... > Read more

June 06, 2012     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 4

What Kinds of Businesses Should Use PPC Advertising?

On Monday, we published a new infographic based on original research into the industries that spent the most money on Google advertising last year, contributing to Google’s 2011 revenues of $37.9 billion, 96% of which came from advertising. (Larry answered some follow-up questions about the research here.

)Following up on those results, we wanted to share some advice for new or hopeful AdWords advertisers – namely, what kinds of businesses are finding great success with AdWords and other pay-per-click (PPC) advertising platforms? What types of characteristics could make your business a good match for PPC?Below are five traits of businesses that usually see great results and strong ROI from paid search marketing. If any of these apply to your company and you’re not yet engaging in PPC,... > Read more

January 25, 2012     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 9

The GoMo Initiative: Tips for Creating Mobile-Friendly PPC Campaigns

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

December 14, 2011     |   Posted In: Paid Search Marketing   |   Comments: 0

Microsoft adCenter Platform Conforms to AdWords ‘Industry Standard’

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

November 10, 2011     |   Posted In: Paid Search Marketing   |   Comments: 1

Webinar Tomorrow! Things You Can Do NOW to Improve Your Paid Search

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

November 02, 2011     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 2

New! An Expert's Guide to Controlling PPC Costs with Negative Keywords

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

September 28, 2011     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 1

A Common Sense Approach to PPC

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

September 22, 2011     |   Posted In: Paid Search Marketing   |   Comments: 4

Three Tools to Better Demonstrate the Value of PPC to Clients & Bosses

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

August 29, 2011     |   Written by: Tom Demers   |   Posted In: Paid Search Marketing   |   Comments: 0

Still on the Fence? Here Are 3 Reasons to Start Doing PPC

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

August 16, 2011     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 2
 
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