Paid Search Marketing Posts from the Internet Marketing Blog
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
As a PPC manager, your job is more about achieving objectives than just leveraging features and tactics (features and tactics are a means to an end). Towards this end we put together a three-part series in which we offered specifics tips on how to:Get More Leads from PPCLower Your Cost Per AcquisitionLower Your PPC CostsBut what if you have a more specific objective? One common consideration for account managers is how to get “more leads,” but this is particularly true as it relates to leads from a campaign or channel that is very cost-effective.
Often the content network falls into that category.In this post, we’ll assume your content network campaigns, or a client’s, are launched and off to a great start, and you’re looking to audit a campaign to find opportunities to increase ... > Read more
This is the last installment in a three-part series on achieving specific goals within your paid search accounts. In the prior installments we’ve covered:Five Ways to Get More Leads from PPCFive Ways to Lower Your Cost Per Action (CPA)And today we’ll cover a third, somewhat less frequent objective: lowering your PPC costs.
It seems like lowering your PPC costs should be a pretty common objective, but in actuality lowering your CPA is usually a much better goal. After all, for most businesses you’ll take as many cost-effective leads and sales as you can get, so the concern is more how much you’re paying for each lead rather than how much you’re paying total. But as most PPC managers know, in the real world there are various factors that sometimes cause businesses to want to quickly... > Read more
Last week we gave you five tips on how to get more leads from PPC. But what if your main problem isn’t leads? Everyone wants more leads, of course, but what if your most immediate problem is that your PPC campaign just isn’t profitable?In this post we’ll walk through five more tips, this time for lowering your CPA.
Cost Per Action Lowering Tip 1: Lower Your BidsIf your cost per conversion is out of whack, this basically means that the following equation isn’t adding up properly for you:Cost / Conversions = CPAWe’re thinking about ways to get conversions for cheaper, so it’s pretty obvious that we might want to do something about the conversion end of this equation, but all too often I see people ignore the cost side to their own peril.Many times, there’s a range of conversion ... > Read more
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