What Do Ads with High Click-Through Rates Have in Common?

On November 8, 2010

When analyzing the performance of your pay-per-click ads, one of the main factors you'll want to concentrate on is click-through rate (CTR). Ads with high CTR are desirable because they drive more traffic to your site in less time. In addition, a high CTR contributes to a good Quality Score, and that helps lower your cost per click. It's also an indication that you're targeting a relevant, qualified audience, which can improve your conversion rate as well.

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Five Ways to Repurpose Marketing Content

On October 18, 2010

Ideally you would be able to produce multiple new blog posts, press releases, case studies and newsletters every day, bolstering your company's supply of marketing content and appealing to Google's love of freshness. But the reality is you are not a machine, and can only write so much during your workday.

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Seven Unusual, Eye-Catching Calls to Action

On September 29, 2010

There are a few key basics that every PPC text ad needs in order to rank well and generate clicks:

  • A compelling headline
  • Relevant keywords
  • A relevant display URL
  • A call to action

This post focuses on the last requirement. The call to action, or CTA, is the language that tells the searcher what to do – in other words, giving them a reason to click. (Aside from increasing your traffic, a higher click-through rate will also improve your Quality Score, which in turn will lower your costs.)

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SEO Copywriting Interview: Heather Lloyd-Martin

On September 13, 2010

Heather Lloyd-MartinHeather Lloyd-Martin is a 20-year marketing veteran, a recognized author and considered the pioneer of SEO copywriting. For over 12 years, Heather’s firm, SuccessWorks, has been training corporate in-house SEO copywriters and creating revenue-driving Web site content campaigns. Heather serves on the board of American Writers and Artists, Inc., is an advisory board member of SEMpdx and serves on the PubCon conference advisory board.

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The Creativity in PPC: Ad Copy Lessons from Advertising Masterpieces

On July 7, 2010

In anticipation of the new season of Mad Men (which begins later this month), I thought it might be worth exploring the creative side of PPC. Unfortunately, PPC specialists too often forget their creative merits. Amidst all of the researching, monitoring, and overall managing of client expectations, it is easy to downplay the importance of being creative in the search engine marketing industry. Today, I’m here to preach the other side of the story and encourage you to embrace the Don Draper or Peggy Olson that lies within you.

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Content Optimization Strategy: Revamp Your Content to Capitalize on Missed Long Tail Keyword Opportunities

On July 1, 2010

Optimize your content even after it's been publishedWhen it comes to content optimization, I'm a big fan of revisiting and reworking my existing content to take advantage of any traffic opportunities I may be missing out on. Now even though I perform keyword research before writing any blog post or landing page, I often always overlook keyword opportunities (both long tail and any closely-related keyword variations around my core term). 

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There Are No Stupid Questions …

On March 12, 2010

In a post called "What's Up, Internet," writer Amelia Gray answers some of the questions that Googlers have found her blog by asking:

how long does it take to get a warrant

I think you can get one in an afternoon, if you are a police officer and you can find a judge to give you one. (It will take more time if you’re just some guy.)

what sort of rocks are there?

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