Paid Search Marketing Posts from the Internet Marketing Blog
Todd Wilkinson, CEO of WordWatch, began his online career in 1999 with WorldOnline/Tiscali, a pioneering European ISP. Todd later co-founded a digital agency in Amsterdam in 2002, called iizt (pronounce “east”), serving the advertising industry in the Benelux. In 2006, Todd co-founded and served as CEO to Respectance.
com, a social media play described by TechCrunch as the “MySpace for dead people.” Funded by two European VCs, Respectance was located in San Francisco, CA and Amsterdam, NL. Todd exited Respectance in 2010 and launched WordWatch in March 2011, based in Foster City, CA and Amsterdam, NL, with production and algorithm development in Krakow. You believe that bid management is the most time-intensive part of search engine marketing. Why is it so time-consuming and what... > Read more
I thought I had a good grasp on keyword match types – that is, until I started studying for the adCenter exam. Then I realized there were some noteworthy differences between how Google and Bing interpret match types. If you’ve been treating match types the same in both search engines, read on to learn the key differences between the two and how they may be affecting your account.
For this example we are going to be owners of a flower shop. We want to include the keyword "red flowers" in our Google and Bing accounts. I’m going to go through how the different match types for "red flowers" will affect when our ads show in each account. List of Match Types: Broad Match Phrase Match Exact Match Negative Keywords Broad Match Google: An ad is eligible to appear when a user's search term ... > Read more
If you run a local business in a competitive market (and whose market isn’t competitive these days), it’s essential to set your AdWords campaigns up in a particular way for local online marketing. You will need to set up a minimum of two different campaigns, and sometimes four. Why is this? Let’s look at an example for a plumber from Swindon, in the UK.
The first campaign will be set up with general keywords. Examples are: Plumber Local plumber Plumbers Emergency plumbers Local plumbers 24 hour plumbers The best practice in order to get high Quality Scores, hence a cheaper Cost Per Click (CPC), is to add each of these keywords in their own ad group, with ads containing these specific keywords. You will then set this campaign to run ONLY within the Swindon area. You can do this... > Read more
That's right folks, it's the auspicious return of Pimp Your PPC Ad, in which I scan the SERPs for sponsored ads that don't pass the sniff test, then tell you how to make them better (-smelling?). I always meant to make this a regular feature, but apparently I only did it once in 2009. Oops. So, maybe it's only a biannual feature.
Anyway, here we go with five more lessons from poorly executed pay-per-click ads. Lesson #1: Don't Put All Your Keyword Eggs in One Basket These are some of the ads I was served up for "army surplus gear": This last one suffers from a lack of targeting – these different keywords (ACU headgear, ACU jackets, etc.) should really all be in their own ad groups. In addition, the ad doesn't communication any value proposition and doesn't have a ca... > Read more
If you're a PPC agency there are some fundamentals within the campaign that you want to understand before you do anything else: Margins & Profit - Before you do anything else with PPC, you want to understand what "profitable" means. If you're working on a VC-backed company willing to take a loss on each lead this might just be a target cost per acquisition (CPA), but in most cases it means a hard cost that leads a company into the black.
This is the most critical single metric in your PPC campaign (and it has nothing to do with click-through rate, Quality Score, etc.!). Costs & Costs Per Click - Obviously you want to be cognizant of what you're spending -- not just in the context of your cost per conversion and your margins, but also in the context of the volume you can drive... > Read more
BoostCTR is is a network of advertisers and expert pay-per-click ad writers. I asked BoostCTR's Jeff Sexton and Ryan Healy to share some of their knowledge about what goes into a great pay-per-click ad. Jeff is in charge of Optimization Management for Boost’s writer network, and Ryan is a lead writer and blogger for Boost.
First off, can you tell us a little bit about BoostCTR? Jeff Sexton: BoostCTR helps businesses improve their pay-per-click advertising ( PPC) by boosting the click-through rate (CTR) of their ads. We take clients’ best performing PPC ads, re-write them, and then split-test the original ad against our new challenger ad. And we repeat that process until we beat the client’s old ad by at least 5%, or we give them their money back. 5% is the guarantee, but our average ... > Read more
A couple of weeks ago I told you that your first negative keyword lists should consist of your brand keywords. Doing so keeps your competitive (higher CPC), non-branded campaigns from poaching brand-related ad impressions. Typically we see negative keywords being used to stop ad impressions from completely irrelevant search queries (or search queries that bring no business value), but there is a case for using relevant keywords as negative keywords.
Using brand-related keywords in negative keyword lists is not the only example of using relevant keywords as negatives. Depending on your business, you may find, after analyzing your search query reports, that your campaigns are poaching ad impressions from each other. Because of this, I recommend that you create a negative keyword list for eac... > Read more
This is a guest post by Chad Summerhill, author of the blog PPC Prospector, provider of free PPC tools and PPC tutorials, and in-house AdWords Specialist at Moving Solutions, Inc. (UPack.com and MoveBuilder.com). How many PPC blog posts do you read in a week? How many do you actually take action on? I’m guilty of reading a lot and acting too little.
Much of the information published on optimizing your PPC campaigns is very interesting and insightful, but maybe not particularly actionable (or it can be difficult to take action easily). So when you see something that's actionable and easy to try, don’t just read and tweet! Actually try it! Slow down and ask yourself how you can leverage this new knowledge in your own campaigns. That’s what I did, just a few weeks ago when Tom Deme... > Read more
In many cases, expanding your paid search marketing reach can have as great of an impact on results as refining your existing campaigns. As you look to expand your paid search campaigns, you want to focus on two core means of discovery: "Wider" - Going "wider" means identifying new keyword verticals that didn't previously exist within your campaigns.
This often comes in the form of new ad groups targeting wholly new keyword ideas that you hadn't previously introduced into your campaigns. "Deeper" - Going "deeper" in this context means mining your existing campaigns for new targeting opportunities. The best way to do this is by looking at the search query data generated by your existing campaigns. WordStream's latest product release offers some tools to help advertisers perform just these... > Read more
Which day of the week do your contextual PPC ads get the most clicks? Infolinks recently released a study showing that in-text pay-per-click advertisements get more clicks on Tuesday than any other day of the week, followed by Wednesday and then Monday. Unsurprisingly, clicks were lowest on Friday, Saturday, and Sunday, with a typical Sunday accounting for 45% fewer clicks than Tuesday.
This study was based on Infolinks' database of over 40,000 websites and analyzed data spanning all of 2010. According to the study: "Advertisers and publishers can utilize this click data for smarter investments and also higher payouts. By concentrating advertising efforts on Tuesday, Wednesday and even Monday, higher engagement can be accomplished and in turn higher revenue earned." ... > Read more