Paid Search Marketing Posts from the Internet Marketing Blog
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
Whenever I’m confronted with the task of building new AdWords campaigns from scratch or expanding existing ones, I focus on the above four steps one at a time. Without having that first impression, no click is possible. With no clicks, you can’t hope for a conversion. Without conversions, there’s no customer loyalty.
Adding keywords while writing new ads, analyzing yesterday's results while planning the next optimization steps, instigating competitive research while creating the next landing page test … it’s easy to get overwhelmed with the work associated with paid search marketing. It’s easy to lose focus on what you’re actually trying to achieve. Keeping your attention on one simple goal at a time goes a long way.The following is a summary of each step of the cycle, with li... > Read more
In PPC we often run into the word “quality.” Google’s Quality Score has definitely received plenty of attention over the past few years, but whose quality is it measuring? According to Google, Quality Score measures quality for the searcher, advertiser, and the search engine.Quality Score is great and can help you get your account healthy, but it probably doesn’t mean anything to your business leaders.
If your job is to drive “qualified leads,” Google doesn’t get to define quality for your business—the business does. To your business, "quality" probably means more profit or higher revenue.Not only does the business want quality leads, the business wants hundreds or thousands of them, so our job is always a balancing act between quality and volume.Fortunately, we PPCers have... > Read more
Finding the right agency to manage your PPC marketing campaigns is quite similar to making an internal hire – in addition to evaluating the agency's background and reputation, you'll want to ask a series of questions to help you better understand what they're about. For most businesses, the PPC agency with the right fit will need to meet your expectations in three areas:Depth of Expertise — Because of the complexity associated with PPC, you want to find a pay per click agency with depth of focus in the paid search space that can put adequate time and attention into the PPC area of your marketing efforts.
The agency should have at least one dedicated PPC manager who focuses solely on paid search. They need to be able to keep up with trends and accouncements in this rapidly changing spac... > Read more
For my money one of the trickier aspects of PPC management is the first few weeks of a new account, campaign, ad group, or product line. Many paid search practitioners (myself included) take a very data-driven approach to managing PPC accounts, so starting from scratch can be a little off-putting, particularly if things don’t get going out of the gate the way you’d hoped and planned.
In this post we’ll outline a few common early issues with new paid search campaigns and how to respond to them so that whatever accounts, campaigns, or ad groups you’re launching can bounce back quickly.Two Common Problems with New PPC CampaignsNew campaigns often suffer from similar issues to existing campaigns, but I find two major issues frequently plague new PPC campaigns unexpectedly:Lower volume t... > Read more
Sometimes as a paid search campaign manager, you get to a point with a campaign where you’ve done a really strong job with all of your standard “blocking and tackling.” You’re managing bids efficiently, your campaign structure is solid, you’ve effectively refined your match type strategy, you’ve done a thorough job of researching keywords, and you’ve put in place processes to consistently mine search queries and optimize ad text and landing pages.
Frequently, a logical next step is to look to drive more leads by expanding to new keywords and new campaigns. But the reality is that in a lot of niches, you’ll wind up driving a lot of your account’s volume (and spending a lot of your cost) on your biggest campaign or couple of campaigns, even after you’ve exhausted several e... > Read more