Results tagged “Pay Per Click” from Web Design, Website Development and Internet Marketing - One Page Expert Guides

PPC Consulting Avoiding the Client Bad Beat Stories

By
Website Marketing
on February 18, 2010 9:45 AM |
Jamie Smith, CEO of EngineReady -- a search marketing company with several Fortune 500 clients -- has a bad beat story that is a cautionary tale for consultants in the search industry. His company became responsible for hundreds of thousands of dollars in AdWords spend.

Smith had worked with this company for more than three years and billed them for PPC spends without problems. But when the company suddenly went out of business, Smith's company, which had been paying Google directly and billing the client, found themselves liable for the money spent.

This question of how consultants should structure pay for PPC spends by their clients has a number of caveats.

See the full story at: http://searchenginewatch.com/3636477

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Search Engine Optimization and Paid Search - What Should Your Philosophy Be?

By
Website Marketing
on February 11, 2010 7:52 AM |
As a search engine marketing company, we are often asked by clients and prospects if there's a basic philosophy when it comes to organic search engine optimization and paid search advertising.

"Is one tactic more favorable than another? How do I know which channel to pursue? Should I do both?"

Without a hard look at your company's goals and unique situation, there really isn't a concrete answer to these questions. The true test of pursuing either an SEO campaign or PPC advertising (or both) is knowing that it all boils down to your company philosophy, ROI objectives, budget, and countless other monetary and marketing factors. To determine which, or what combination of both, might offer the most bang for your buck, let's examine five types of "models" that my search engine marketing company often deals with.

See the full story at: http://www.site-reference.com/articles/Internet-Marketing/Search-Engine-Optimization-and-Paid-Search-What-Should-Your-Philosophy-Be.html

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SEO and PPC Can't Wait

By
Website Marketing
on January 20, 2010 9:06 AM |
When it comes to big teams (and just as frequently with one-man shows), all marketing initiatives earn the distinction of being a priority, which normally denotes something that's important enough to jump on right away. But with dozens of other projects hanging in the air, a further hierarchy is required. Individual action items (or at times, the entire list) becomes a high priority, on top of which it's more than likely that the team has three or four top priorities.

When you have a project in mind that can make a huge difference to your bottom line, like SEO or PPC, hearing that it's a top priority and then watching it languish as a line item in weekly and monthly staff meetings quickly becomes a top annoyance with a high incidence of face palming as a result.

See the full story at: http://searchenginewatch.com/3636181

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The Google Wave (of Ad Releases)

By
Website Marketing
on November 30, 2009 7:21 AM |
You probably thought this column would be about Google Wave. Well, it is and it isn't. Sure, Google has launched a collaboration application to a limited number of beta testers. However, the really important "wave" out of Google this year is the wave of new ad formats, ad opportunities, and monetization methods that are going live soon or are live now.

Let's look at each of these new ad "opportunities," some of which you can opt into, others designed to become part of your standard PPC spending. Either way, one thing is clear: Google is set on monetizing greater percentages of its screen real estate while maintaining or even improving the search experience. As usual, Google manages to pull off both simultaneously, but it's going to run out of levers to pull soon, because it's pulling a ton of levers this year.

See the full story at: http://www.clickz.com/3635702

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Competitive PPC: Keep Your Edge

By
Website Marketing
on October 20, 2009 11:49 AM |
Staying competitive for your most sought-after keywords requires diligence, persistence, and a strategic utilization of the tools and reports that are available to you as a pay per click (PPC) manager. Improve and preserve the performance of your highly-competitive keywords by following these strategic guidelines. Learn how to optimize your account structure, write targeted and benefit-driven ad text, how to properly utilize match-type options, use negative keywords, diversify with long tail terms and implement the right bidding strategy for your business.

See the full story at: http://www.websitemagazine.com/content/blogs/posts/archive/2009/10/07/competitive-ppc-keep-your-edge.aspx

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Relevance Signals for PPC Search

By
Website Marketing
on October 9, 2009 9:25 AM |
Practitioners of SEO talk a lot about the signals search engines use to determine whether one page or site is more relevant than another. Although this topic is rarely discussed with respect to paid search, it should be considered when planning and executing your own search campaigns as well as when evaluating your competitors' campaigns. By understanding relevance all the way through the search experience -- from the moment the searcher starts filling out that search box till the time she leaves your site (assuming she got there at all) -- you can put yourself in the shoes of both the search engine and the consumer.

See the full story at: http://www.clickz.com/3635150

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PPC Integration: Integrating PPC with SEO, Part 2

By
Website Marketing
on September 11, 2009 7:58 AM |
The number of companies performing SEM in silos is still surprising. They'll hire one agency to do PPC and another to do SEO. Or they'll have an in-house marketer doing PPC, while SEO is delegated to their IT department.

These scenarios aren't inherently bad. They can work very well -- if there's communication between the two. In Part 1, we outlined ways to integrate PPC with e-mail marketing. Today we'll talk about the key information that should be shared when integrating PPC with SEO.

Step 1: Develop a Master Keyword List

In school, we knew we had to do our homework if we wanted to get good grades. It's no different in search marketing.

See the full story at: http://searchenginewatch.com/3634874

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Of PPC and PBJ: Combining PPC and SEO Effectively, Part 1

By
Website Marketing
on August 24, 2009 9:20 AM |
The unattainable goal for many search campaigns is the ever-elusive melding of PPC and SEO tactics for bigger and better top-line results. Theoretically, the two should go together like peanut butter and jelly.

SEO's thick and salty "peanut butter" should form a strong base and combine well with PPC's more easily transplantable and sweet "grape jelly" to form an unstoppable search/sandwich force, right? Maybe, if you try to put them together in the right way.

See the full story at: http://searchenginewatch.com/3634537

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PPC Search Ads: Guilty Until Proven Innocent?

By
Website Marketing
on August 14, 2009 8:21 AM |
When your PPC campaign first goes live or you add new keywords or creative to your campaign, do the search engines give your new additions the benefit of the doubt (regarding them as "innocent till proven guilty of being irrelevant"), or are they deemed "guilty till proven innocent (relevant)?" Over time, the answer to this question has changed and it will likely continue to change as the search engines find the right balance between advertisers' need for speed in getting listings live and consumers' desire to see listings that have proven themselves relevant in comparison to their peers.

See the full story at: http://www.clickz.com/3634629

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PPC Integration, Part 1: Integrating PPC with E-mail

By
Website Marketing
on August 11, 2009 8:20 AM |
Pay-per-click ads are a great marketing tool all by themselves. They can be used to generate significant amounts of new traffic and leads. However, PPC doesn't need to be a standalone channel.

On this post we will cover ways to integrate PPC with other marketing channels. Integrated marketing is nothing new, but in online marketing we often find ourselves working in silos. Integrating PPC with other marketing will create efficiencies across channels and make your marketing dollars work smarter. One channel that works especially well with PPC is e-mail.

See the full story at: http://searchenginewatch.com/3634626

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Combining PPC and SEO Effectively, Part 1

By
Website Marketing
on August 3, 2009 9:02 AM |
The unattainable goal for many search campaigns is the ever-elusive melding of PPC and SEO tactics for bigger and better top-line results. Theoretically, the two should go together like peanut butter and jelly.

SEO's thick and salty "peanut butter" should form a strong base and combine well with PPC's more easily transplantable and sweet "grape jelly" to form an unstoppable search/sandwich force, right? Maybe, if you try to put them together in the right way.

See the full story at: http://searchenginewatch.com/3634537

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Geo-Targeting Isn't Just for Local Businesses Anymore

By
Website Marketing
on July 31, 2009 9:03 AM |
Do you use geo-targeting in your paid search ad campaigns? The answer is probably "yes" if you only sell products to certain areas. However, the answer is probably "no" if you sell products nationally. That may be a mistake.

Most people think of geo-targeting settings for two reasons: either supporting the geographic areas their business supports, or for local promotions or events. While geo-targeting makes perfect sense in those situations, using geo-targeting in even your regular campaigns can have some significant advantages, even if you already have a successful paid search account.

See the full story at: http://searchenginewatch.com/3634503

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PPC Bid Management 101

By
Website Marketing
on July 14, 2009 8:20 AM |
Those of you who are managing larger PPC campaigns might be looking for an automated solution to help manage the bid process. Especially those of you in companies with large catalogs, numerous demographic and geo targets might need a bid management tool. At some point it becomes too difficult to manage all of the associated complexities.

A bid management tool allows you to manage PPC campaigns across multiple search engines and provides central source for tracking and analytics. This article will look at the tools that are available to help you with this and discuss some best practices for managing your bids.

See the full story at: http://searchenginewatch.com/3634372

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Using Geo-Targeting to Boost Your PPC Results

By
Website Marketing
on July 13, 2009 8:34 AM |
Everyone knows we're in a recession. When companies cut spending, one of the first things to go is often advertising dollars. Overall ad spending is expected to decline 8.5 percent this year.

Internet advertising is defying the trend, though, and is expected to increase by more than 10 percent in 2009. And much of that money is being spent in PPC.

With more advertisers jumping on the PPC bandwagon, it's becoming more difficult to maintain market share online. PPC marketing is perceived as a highly effective use of advertising dollars due to its high ROI, trackability, and ease of entry. As a result, more money is moving from traditional channels to PPC.

See the full story at: http://searchenginewatch.com/3634344

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Five PPC Landing Page Design Trends

By
Website Marketing
on July 6, 2009 8:52 AM |
If you are paying for clicks, you must ensure that the landing page where consumers end up post-click can convert. Impressions count more than ever when it comes to PPC landing page design so let's review what sites are doing right (and wrong) and perhaps even find some inspiration for our own PPC campaigns and the landing page designs they feature.

See the full story at: http://www.websitemagazine.com/content/blogs/posts/archive/2009/06/18/five-ppc-landing-page-design-trends.aspx

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Spend Less on Pay-Per-Click

By
Website Marketing
on June 29, 2009 8:16 AM |
Cutting down on PPC expenditures is at the forefront of SEM discussions these days. By the looks of search marketing agency IMPAQT's newly enhanced Adaptive Bidding tool, marketers will be able to do more with less - a key to surving in today's economic climate for many businesses. In some instances the tool is reducing cost for search-originated acquisitions by nearly 80%. That's the sort of saving that can't be overlooked.

See the full story at: http://www.websitemagazine.com/content/blogs/posts/archive/2009/06/25/spend-less-on-pay-per-click.aspx

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Effective PPC Ad Copy 101, Part 2

By
Website Marketing
on June 23, 2009 9:21 AM |
In Part 1, we covered the searcher behavior funnel and tips for writing headlines and descriptions. Now we'll venture beyond the ad copy to discuss methods for testing and fine-tuning your ads to increase performance.

After you've finished writing your initial ad copy and have launched your PPC campaign, you might be tempted to just leave everything as is and let it ride. This is a big mistake. The key to a successful campaign is to check how well your ads are performing, and check them often.

See the full story at: http://searchenginewatch.com/3634162

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Effective PPC Ad Copy 101, Part 1

By
Website Marketing
on June 16, 2009 8:22 AM |
One of the most important factors of a successful PPC campaign is writing successful ad copy. You can spend a good deal of time on other aspects of your campaign but skimp on the ad copy and you might not get the results you're looking for. This two-part article will review several tips for crafting high performing ad copy and methods for testing its effectiveness.

See the full story at: http://searchenginewatch.com/3634082

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Paid Search Down, Organic Up?

By
Website Marketing
on May 19, 2009 8:25 AM |
Recent data indicates that the recession has taken its toll on search marketing, as the share of search traffic coming from paid listings(PPC) is decreasing at the expense of organic traffic. Others don't blame the recession at all. Either way, it's a dramatic change.

• In the four weeks to May 9, 2009, 7.25% of search engine traffic to All Categories of websites was from paid clicks. This compares to 9.84% in the same four-week period in 2008 - representing a 26% decline in the share of paid clicks.

See the full story at: http://www.websitemagazine.com/content/blogs/posts/archive/2009/05/13/paid-search-down-organic-up.aspx

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New Research: Paid Search Builds Branding

By
Website Marketing
on April 21, 2009 11:16 AM |

Additional research has been released that should erase one more layer of doubt about whether paid search can play a role in branding. Turns out that search lifts brand metrics, particularly when paired with other media. Better yet, post-click lift in search metrics is off the charts, perhaps finally validating my branding effectiveness index (BEI) hypothesis from 2002 that site engagement post- PPC search click would be a great success metric.

In this time of tight ad budgets all around, it's interesting to see just how many people in the online marketing ecosystem are thinking deeply about branding. One might think that there would be renewed focus on very easily defined, easy to justify hyper-measurable direct-response metrics.

See the full story at: http://www.clickz.com/3633431

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PPC Spring Cleaning Tips From YSM

By
Website Marketing
on March 24, 2009 8:29 AM |

Yes, the first day of Spring - perhaps that's why we managed to publish one post yesterday. Spring is not just on our minds, though Yahoo has kindly provided a few tips about spring cleaning for your paid search account. It's a great reminder to revisit and perhaps rethink your paid search campaigns at all the pay per click providers you use (or perhaps should be using).

Perhaps the best general PPC spring cleaning tip from Yahoo! Search Marketing is related to account structure. Organizing your campaign the same way your website is structured and creating distinct campaigns for each product make it easer to manage and maintain. Advertisers may also want to further organize campaings into ad groups. Doing so makes the ads in each ad group much more relevant, since they only need to support a small number of related keywords.

See the full story: http://www.websitemagazine.com/content/blogs/posts/archive/2009/03/20/ppc-spring-cleaning-tips-from-ysm.aspx

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Google Conversion Optimizer: The Best-Kept Secret in PPC?

By
Website Marketing
on January 29, 2009 9:08 AM |

I'm going to go out of sequence again and describe a new Google AdWords that will, IMHO, change pay per click advertising in a fundamental way. Frankly I'm surprised that there's been so little discussion about the feature in print, forums, blogs, etc.

I'm talking about the Google AdWords Conversion Optimizer. Google quietly added this feature to every advertiser's AdWords account a few months ago. In a nutshell, it regulates keyword-level bids, promising to deliver as many conversions as possible, at or below a cost-per-conversion you specify.

That's right -- automated bid management, the Holy Grail that's been so highly-valued that companies offering it have been built and sold at a profit -- some more than once.

In a perfect world, automated bid management performs a function that is difficult or impossible for a human to perform: monitoring conversion behavior several times per day, and adjusting keyword bids so that the likelihood is high that the advertiser will pay no more and no less than the amount required to get conversions at or below their target cost.

See the full story at: http://searchenginewatch.com/3632476

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Five Ways To Save Money on Pay-Per-Click Advertising Campaigns at Google, Yahoo and Beyond in 2009

By
Website Marketing
on January 5, 2009 8:42 AM |
What is unique about each type of PPC advertiser, however, is that each wants to save money wherever they can (especially in this economic climate) and for each doing so is a priority in 2009.

See below Five Ways To Save Money on pay-per-click Advertising Campaigns:

See the full story at: http://www.websitemagazine.com/content/blogs/posts/archive/2008/12/30/save-money-on-ppc-ad-campaigns.aspx

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PPC Landing Pages: PPC Visitors Have ADD

By
Website Marketing
on December 24, 2008 9:15 AM |
The first and most important objective of the landing page is to convince the visitor that they've come to the right place.

Here are some PPC Landing Pagedesign guidelines:

1. Keep the logo small. Take a look at the landing pages of prominent retailers - the size of the logo has shrunk steadily over the years. I personally believe the logo need be no larger than 200 or so pixels wide by 50 high.

2. Most people, including ADD site visitors, don't read content formatted as paragraphs. Put your content - benefits, features - into short, bulleted items.

3. Graphics can be very helpful -- product photos, pictures of happy people benefitting from your products/services -- but keep the graphics relatively small. They should reinforce your textual messages and help guide the visitor to a quick conversion. See #6 below.

4. The button or link that allows the visitor to take the next step in the conversion process should be big, prominent and "above the fold" - visible on the screen without forcing the visitor to scroll to see it.

5. Limit or exclude off-page navigation. The more specific the search term, the less likely that the visitor arrived on your page without conversion intent. For that reason, pages web design often contain only three links - the link going to the next step in the conversion process, plus one each for the Privacy Policy and About Us pages. The latter are included for those visitors who need to feel the site and company are trustworthy. But we want to keep the visitor on the landing page - so we usually open a new window to display these two, leaving the landing page visible and accessible behind.

6. Adopt the attitude, "If it's not helping, it's hurting." Any text, graphic or filigree must help focus the attention of the visitor on completing the conversion.

See the full story at: http://searchenginewatch.com/sew_email/experts/profitable_ppc

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PPC Landing Pages: The End of the Line -- Or the Beginning?

By
Website Marketing
on December 11, 2008 8:46 AM |

This week we will -- finally! -- start our discussion of PPC landing pages. Amateur PPC advertisers ignore the importance of landing pages entirely. Sophisticated advertisers know that PPC landing page design and testing is at least as important as building and optimizing great ad groups with great ads.

Expert PPC advertisers realize that PPC landing pages have more impact on conversion rates and ROI than anything else they can do. And the few truly god-like advertisers don't stop at landing pages; they build, test and optimize the entire conversion path, from the landing page through the last page of the conversion process.

See the full history at: http://searchenginewatch.com/sew_email/experts/profitable_ppc

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Eight Free Tools for Tuning Up Online Ad Campaigns

By
Website Marketing
on December 10, 2008 8:56 AM |
Managing a pay-per-click ad campaign isn't easy -- it takes constant attention. And some days you're just not inspired to think of hundreds of variations of a keyword or check their density on a page, or to research the competition or to format everything for maximum performance. To help, we offer the following free tools to assist you in your online advertising efforts and help you boost visits to your Web shop.

See the full story at: http://www.ecommerce-guide.com/solutions/advertising/article.php/3783356

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The Best PPC Videos

By
Website Marketing
on May 8, 2008 9:04 AM |

What is Pay Per Click advertising?

 

If you want to know what is Pay Per Click? This video is your answer; learn from the expert the definition of PPC.

Intro to Pay-Per-Click Advertising

 

 

Know why Pay per Click is so important to your business.

The pros and cons of pay per click

 

Is you or your business thinking in begin a PPC campaign; first know the pros a cons for your business.

 

Pay Per Click Advertising Secrets

 

Know the secrets of Pay Per Click from an expert, with this knowledge you can know how to be successful in PPC.

Learn more about us in:

 

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