Paid Search Marketing
This section contains paid search marketing articles, covering advanced paid search marketing tips, tricks and strategies. Also in this section are interviews with some of the Web's most prolific and well-known paid search marketers.
The following is a guest post by John Lewis, one of WordStream's client services representatives. John helps customers overcome challenges and hone PPC performance. Pay-per-click marketing is a continual process and there are always ways to expand your presence and improve performance. The following are five ways you can explore different PPC opportunities even after you have thoroughly segmented your keywords into an effective structure: 1.
Advertise on the content network: A good form of spreading your brand name to a relevant audience. Select verticals of websites that are related to your product to reach out to the most qualified audience. A study conducted by Forrester indicates that display advertising in the content network increases brand awareness and results in higher click-thro... > Read more
At the end of October, Google Analytics announced a series of exciting updates. Included was the Analytics Intelligence engine which algorithmically tracks significant changes to patterns in your website’s metrics. This engine works both as an automatic feature for general alerts and a custom feature for you to leverage Intelligence based on any metric and/or traffic source you choose.
Intelligence comes with the ability to provide Daily, Weekly or Monthly alerts. As a PPC manager, I'm thrilled to be able to let Google track my data and tell me when things are going well, and more importantly - not going well. Today I'm going to share with you some quick ideas on how you can leverage Analytics Intelligence for your own PPC campaigns. But just in case you missed the offici... > Read more
This is a guest post is by Bob Stanley, WordStream’s Senior Client Services Representative. Bob has extensive experience in paid search, which he now leverages to help our clients solve difficult problems surrounding pay-per click marketing with the WordStream software. One of my roles as a client services rep for WordStream is to help clients use our software to successfully manage their paid search accounts.
I’m finding more and more with our clients that the long tail is getting extremely competitive. I personally blame advanced broad matching options, dynamic keyword insertion (DKI), and just the industry becoming more sophisticated. We all know the advantages of getting more specific with grouping and creating better conversion paths – however, it’s not always so cut and... > Read more
For many online marketers, pay-per-click advertising is a relatively complicated marketing tool with a lot of moving pieces. Maybe that’s an understatement, but with so many moving pieces, it is commonplace to let certain strategies and best practices fall through the proverbial cracks. Admittedly, a lot has been written on PPC mistakes.
But that is just further proof that so many advertisers are leaving money on the table and need to be reminded how they can step up their game and improve their PPC performance. Today I’m going to discuss 5 common mistakes that PPC advertisers make and offer simple solutions to get your campaigns moving in the right direction. Ignoring Quality Score-Friendly Campaign Structure Despite the wealth of knowledge found on blogs and in ... > Read more
It's a question that's asked more often then you might think. "What determines my pay-per-click keyword price?" The answer is most certainly not "Google" or another PPC search engine. Truth be told, this question is aptly answered by a quick lesson in PPC fundamentals. Your keyword price, or cost-per-click (CPC), is determined by a combination of your bidding strategy, keyword competition, Quality Score and a handful of other factors.
TIP: PPC terminology 101. While keyword price is a seemingly accurate descriptor, the more appropriate (and widely accepted) term is actually cost-per-click - aka CPC.Your Keyword Bids: The most obvious determinant of your keywords' cost-per-click is in fact your actual bid! Google AdWords, Yahoo! Search Marketing and Microsoft adCenter all util... > Read more
Remember MTV's Pimp Your Ride? Well today I'm going to pimp your PPC ad. Roll in with your Chevy Cavalier and I'll send you home with a Cadillac. Of pay-per-click ads. OK, these advertisers didn't ask me to revamp their ads, but I'm doing it anyway (for free!) and I think we'll all learn some valuable PPC ad writing lessons in the process.
Lesson #1: You have limited space. Don't waste it. Below are the first-page sponsored links for a search on "web design firms." This ad is redundant. The URL tells us the name of your company, so use the headline to say something more—tell us a little about what you offer and what sets you apart. (And one or the other could include the keyword to increase relevancy.) Notice how the competing ads have included useful information about price and locatio... > Read more
We got an interesting email the other day from our friend Jim Jansen, assistant professor at the College of Information Science and Technology at Penn State. If you haven't heard of Jim yet or aren't familiar with his research in search marketing and searcher behavior, read our recent interview with him here: Jim Jansen on Click Behavior and SERP integration.
Jim told me about a really cool project he and his students are doing in his PPC advertising course (BTW, how cool is a class on PPC advertising?). He and 55 of his technology and advertising students at Penn State are creating keyword advertising campaigns for eleven non-profit organizations. Apparently, the students will be implementing paid search campaigns for these eleven non-profits, as well as doing some SEO work and optimizing... > Read more
If you’re selling a product or service of any kind, differentiation should be top of mind. Search agencies are no different. Really this could apply to any online marketing agency or consultant, but for the sake of this post we’ll discuss why it's particularly pertinent to paid search: people are starting to spend more on search, there are reports that most of that increased spend is being pushed towards pay per click advertising, and many are frustrated with their results.
This means two things: Increased Opportunity for PPC Agencies – There’s more spend to manage; more and more quality companies who would make great clients will be turning to agencies to manage their paid search accounts. More Competition – With the influx of money to be managed, new firms, lone-wolf consultan... > Read more
Mike Volpe, VP of marketing at Hubspot recently wrote a blog post in which he describes PPC as a “marketing addiction”. Incidentally if you haven't read the Hubspot blog you should check it out; they post a lot of interesting and informative stuff, and even craft some pretty good link-baits (as evidenced by the first sentence of this post).
In the post Mike makes the argument that SEO and social media are asset-based marketing channels that offer greater leverage than perpetually paying for clicks. I don't think this is a ridiculous point to make. SEO efforts often offer streams of “passive traffic income” and when done right SEO and social media activities provide compounding benefits. SEO and social media are excellent marketing mediums. We love them. We use them. We sell softwar... > Read more
The conventional thinking on pay-per click landing pages is that they should be “dedicated landing pages”, should be “de-indexed”, and that you need to create individual pages for PPC versus organic search. There are a number of very good resources on landing pages that will tell you this.
There’s validity here; it’s most likely the case that you’ll optimize conversions by creating a separate landing page for PPC traffic. However, this post will tell you why in some cases it can be a poor use of resources. We’ll talk about why this is, and about when it makes sense to allow SEO and PPC to share landing pages. The Roots of Conventional Landing Page Wisdom So how did conventional wisdom become so conventional? The argument for creating dedicated landing pages for paid ... > Read more
I looked in my account this morning and noticed for the first time that Google is exposing something new in the new AdWords interface: This is interesting for a few reasons: It seems the impressions share report data (IS lost budget in your AdWords report) that many PPC marketing managers make use of in their daily work is now being exposed in the home dashboard.
It helps make Google money (notice there's not warning for budgets that are set too high...you're either eligble or you're missing out). It will lead to irrational bidding behaviour. The impact may be slight but advertisers will log into their AdWords accounts, see that their campaigns are "limited", and change the way they allocate money, upping their bids on AdWords keywords. It's important to point out that sometim... > Read more
The question “are long tail keywords dead for paid search” is fundamentally the wrong question. There are a few things at play here: The long tail of search is alive and well. The long tail of search queries is apparent in both paid and natural search marketing. The tail of keywords in paid search has actually become pretty short.
If you’re confused, it’s probably because the above three points assume a seldom-made distinction: Keywords are not search queries. A keyword is a word or phrase you’ve decided to target in your marketing efforts. A search query is the actual thing a searcher types in before they see your listing or ad and navigate to your site. It’s an important distinction when talking about the long tail and pay-per click marketing, because while the existe... > Read more
One of the things being shown off at SES New York a few weeks back was Google’s new AdWords interface. It’s currently in beta and is being rolled out to more and more customers. There have been a series of in-depth blog postings and discussions about the interface as a whole. The new is definitely a lot slicker than the old: Versus… The first is definitely prettier, and you can certainly make your way through the interface more swiftly.
But what about new features? The most interesting feature for a manufacturer of PPC management software that focuses on search query data was the new search query report. Basically the interface lets you run a search query report in real time for a specific keyword, then add or set your negative keywords for the search queries related to that keywor... > Read more
Fundamentally, we at WordStream believe in 10 critically important best practices that are the key for both paid and organic search success: (Drum roll, please...) 1. Your Keywords are a Valuable, Proprietary Asset Understanding the search queries that people actually use to find the products & services that are relevant to your business, and the way that you categorize, organize, and prioritize the keyword data represents a crucial piece of competitive intelligence.
Building a proprietary, comprehensive, up-to-date and well-researched keyword taxonomy is the foundation of any successful SEO and/or PPC effort. 2. Keyword Research Should be Personalized and Based on Real Data The problem with a typical keyword suggestion tool is it provides suggestions of keywords that might be rel... > Read more