PPC: March 2009 Archives

PPC Spring Cleaning Tips From YSM

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Website Marketing
on March 24, 2009 8:29 AM | | Comments (0) | TrackBacks (0)

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

How to Use Search to Calculate the ROI of Awareness Advertising

By
Website Marketing
on March 19, 2009 7:42 AM | | Comments (0) | TrackBacks (0)

What is the return on investment of search, social marketing, or digital marketing or advertising in general? To me, ROI had always been calculated from sales. And I was curious why advertisers and marketers were not constantly asking for ROI for television, print, and radio campaigns while they kept harping on it with digital and social marketing. Then, it occurred to me that advertisers and marketers could have very different definitions for the term ROI. Perhaps there is indeed a way to reach common ground on the definition of ROI and use it to compare campaigns that run in different media or channels.

The ROI of Traditional Media? You Kidding Me? To some, return on investment meant the reach and frequency they achieved (e.g. on television); to others it was the number of impressions of display ads that were delivered; to others it meant the number of clicks through to a Web site, unique visitors per month, time spent on-site, or even number of fans on their Facebook page. And they would perceive that they got a better ROI if subsequent campaigns achieved greater reach and frequency, impressions, unique visitors, etc. or they achieved the same level at lower cost.

See the full story at: http://www.clickz.com/3633054

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About this Archive

This page is a archive of entries in the PPC category from March 2009.

PPC: January 2009 is the previous archive.

PPC: April 2009 is the next archive.

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