Search Engine Marketing Posts from the Internet Marketing Blog

Hook, Line, and Sinker: 7 Tips for a Killer Call-to-Action

Read to the end of this blog post to receive $1 million!Oh, if only that were true. I’d probably read through more than once. However, now that I have you thinking about the proper way to motivate someone, I’d like to share some tips on how to craft a clear and engaging call-to-action (CTA) for your marketing campaigns.

What Is a Call to Action in Marketing?Your call to action is the part of your advertisement that tells your target audience what they should be doing once they click on your PPC ad and hit your website or landing page. The simplest example of a call to action is "Buy now!" The more information you can provide your potential customers with your CTA, the better it will be for all parties involved. You can let your audience know what to expect when they click on your ad, an... > Read more

October 09, 2014     |   Written by: Billy McCaffrey   |   Posted In: Search Engine Marketing   |   Comments: 17

Do I Have Too Many Keywords in My PPC Account? (Hint: Probably)

Have you ever heard the expression “less is more”? I find this to be extremely true when it comes to the keywords in your PPC account. Now, depending on who you ask, you’ll hear a different response for the age-old question: “How many keywords should I have in my AdWords account?” When it comes to ad groups, the typical answer is somewhere in the 20-25 keyword range, and definitely no more than 30 keywords per ad group.

Keep in mind that this is a loose guideline, and isn’t anything that is set in stone. The important thing at the end of the day is that the keywords in each ad group are closely related to one another, so that you can create super-specific ad copy.I’m here to tell you that it doesn’t serve you to bloat your PPC account with too many keywords. There is defini... > Read more

September 29, 2014     |   Written by: Billy McCaffrey   |   Posted In: Search Engine Marketing   |   Comments: 4

Bing Ads Copies Google, Kills Mobile Device Targeting

Bing Ads plans to roll out two changes to its device targeting options: first, they will combine PCs and tablets into a single device, then eliminate mobile device targeting.The upcoming changes were driven by users basically telling Bing, "We want you to be more like AdWords," according to the blog post announcement.

While Bing Ads still offered the flexibility of device targeting, it made it difficult for some to manage cross-channel tools.Yes, this latest announcement is a far cry from Bing's April 2013 assurances, when they said Enhanced Campaigns are a bad idea. At the time, they assured advertisers then that they would not follow Google's lead by bundling desktop and tablet targeting. So much for that.However, their user feedback seems to indicate this change in direction is needed, ... > Read more

June 05, 2014     |   Written by: Miranda Miller   |   Posted In: Search Engine Marketing   |   Comments: 1

Bad Ads, Worse Ads, and Very, Very Bad Ads: The Worst of PPC

Larry Kim has been sharing a lot of research lately on the traits and features of winning AdWords campaigns, from those with mega-high click-through rates to those with best-of-the-best Quality Scores. In the course of seeking out examples of advertisers doing all the right things, we found many more who are getting it oh-so-wrong.

From dynamic keyword insertion abuse to crappy headlines and nonsensical ad copy, we've seen it all. What follows are a few epic fails I refuse to feel bad about pointing out, because someone really should have caught these by now. Is anyone home on the other end of these campaigns?Come, marvel at the mistakes, the missteps, the wasted opportunities. We're not just here to poke fun, though; there are important PPC lessons to be learned from each of the bad ads be... > Read more

March 06, 2014     |   Written by: Miranda Miller   |   Posted In: Search Engine Marketing   |   Comments: 9

Danny Sullivan of Search Engine Land on SMX West 2014: More Search & Social, New Marketing Land Summit

Danny Sullivan, Search Engine Land's founding editor (not that he needs any introduction in search marketing circles) is getting geared up for SMX West, the next in his series of search marketing conferences spanning North America, Europe and Australia. SMX is known as one of the best conferences to marketers to learn the latest trends and tactics to improve their marketing performance.

I had a few questions for Danny Sullivan about the upcoming event and the state of the search industry in general. Here’s what he had to say about the evolution of SMX and what marketers will need to focus on this year:Danny Sullivan on Knowledge Graph, Predictive Search & Social SignalsLarry Kim: You have Google’s Amit Singhal doing a keynote on recent Google updates and the future of search, but wh... > Read more

February 03, 2014     |   Written by: Larry Kim   |   Posted In: Search Engine Marketing   |   Comments: 7

All About AdChoices: What Is AdChoices? How Does it Affect Advertisers & Consumers?

A few years ago, during Thanksgiving supper, one of my relatives asked me to explain what my job entails. Before I could launch into my SEM elevator pitch, one of my aunts jumped in and said something to the effect of “She taps into people’s privacy and harasses them with ads online.” Sure, she made the comment in jest, but I think many people share this misconception.

If you work in the search marketing industry, you’ve probably had a similar experience at one point or another. So it’s probably a good idea to familiarize yourself with the privacy issues in online advertising. This post will provide a deep dive into AdChoices, a program designed to protect internet users’ privacy and give them control over their internet usage data.Use this table of contents to skip ahead:How to... > Read more

January 22, 2014     |   Written by: Erin Sagin   |   Posted In: Search Engine Marketing   |   Comments: 9

RIP Syncapse: Syncapse Announces Huge Layoffs

It was just about a year ago that we reported Clickable Inc. was acquired by Syncapse. It was a bit of a surprise at the time, since Clickable used to be primarily a provider of SEM software for SMBs (and therefore a direct competitor of WordStream), while Syncapse is a social media management tool company.

I was even more surprised this morning to read the news that Syncapse is restructuring and laying off most of their employees.According to CBC News:In the past five years, the company had been expanding aggressively, employing 110 people at offices in Toronto, New York, London and Gurgaon, India.On Monday, the majority of staff at the company were told they were being laid off."Despite our best efforts, the organization lacks the resources to move forward successfully and as such must en... > Read more

July 23, 2013     |   Written by: Larry Kim   |   Posted In: Search Engine Marketing   |   Comments: 6

Confessions of a Reformed Black Hat PPC Marketer: My CPC Arbitrage Story

The author's views are entirely his own and may not reflect the views of WordStream.I was a typical silicon valley engineer, doing the boring old routine.Wake up after pressing snooze 7 times, fight traffic on 101, sit in a really BORING meeting with a technically inept manager who thinks the programming language Java is a caffeinated product, pretend to "work" (note: surfing on eBay is not a waste of time, but a valuable contribution to eBay's crowdsourced website quality assurance), go to lunch and bitch/complain/moan about our crappy jobs, then take an hour long nap in the conference room underneath the table so no one would see me.

When 3 PM rolled around, I would actually work for about an hour right before my manager showed up to ask how I'm doing, then punch out to my boring suburban... > Read more

July 23, 2013     |   Posted In: Search Engine Marketing   |   Comments: 18

RIP Clickable, Inc.

In case you missed it, Syncapse yesterday announced that it had acquired Clickable, Inc.!! (Go to clickable.com for additional details!)Clickable had been at one point been a direct competitor of WordStream, but much less so in the last year because:Clickable changed their product direction away from PPC /AdWords/Search Engine Marketing and instead focused more on Social Media and Facebook Advertising.

Clickable changed their target market away from small and medium-sized businesses towards larger, up-market companies.I don't know much about the Clickable acquisition -- I'm just as surprised as everyone else! But here’s what I do know:We've seen a growing flow of customers who were ex-Clickable users in the last 6 months. SMBs need help with paid search / AdWords and we are laser-focused ... > Read more

June 15, 2012     |   Written by: Larry Kim   |   Posted In: Search Engine Marketing   |   Comments: 0

Build Credibility & Increase Conversions with Branded PPC and SEO

 Branded PPC and SEO strategies pay tremendous dividends, but few companies cash in. On the PPC side, marketers often think it’s a waste of money to bid on branded keywords, to essentially pay for what they already own. On the SEO side, firms may not even realize branded strategies exist – let alone why they matter.

But branded PPC and SEO offer three benefits every company in the world loves: control, credibility and conversions. Let’s take a quick look at why branded strategies make these things happen.Gain Control with Branded PPCBy ceding the PPC turf to distributors, affiliates, generic merchandisers and competitors, brand owners suffer on two fronts:First, they don’t even compete for clicks they could probably win.Second, they open the door for a poor brand experience on ... > Read more

May 30, 2012     |   Posted In: Search Engine Marketing   |   Comments: 4
 
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