Two Golden Keys To Paid Search Success: Scale And Efficiency
Oct 25, 2009 at 4:40pm ET by Benny Blum
There are two key factors crucial to assuring the success of any large SEM optimization process: First, tuning the campaign so that it is efficient and second, scaling the account while maintaining the efficiency you’ve gained. Your key goal should be to identify incremental opportunity without losing profitability.
Filed in: Google: AdWords, How To: PPC
5 Social Media Lessons For Paid Search Landing Pages
Oct 22, 2009 at 3:25pm ET by Scott Brinker
Can you apply the spirit of social media to other marketing channels?
At this year's SMX East, after my presentation on Landing Page Usefulness—emphasizing a "usefulness" mission over "usability" tactics—it struck me: great landing pages can bring many of the ideals of social media to paid search marketing campaigns.
Here are five principles of social media marketing that can energize your landing page program:
1. Engage in specific conversations, not generic one-size-fits-all talk.
When a company engages in social media, the worst thing it can do is echo canned, cut-an [...]
Filed in: How To: PPC, How To: SEM, Search Ads: General
Six Deadly Mistakes Of Web Page Testing & Tuning
Oct 13, 2009 at 1:18pm ET by Khalid Saleh
The importance and impact of online testing on your conversion rates cannot be understated. Yet as powerful as testing can be, it is a double-edged sword that can actually set you back if you are not careful. Poorly designed tests can take years to complete, and even worse, they might not provide concrete insights to what elements will convert more visitors into customers. Here are six of the most common mistakes I see clients fall into while conducting online testing.
Using the wrong type of test (A/B vs. multivariate test)
A/B tests allow you to test two versions (or more) of an en [...]
Filed in: How To: PPC
Manage PPC Risk With Multiple Match Types & Negative Keywords
Oct 6, 2009 at 2:28pm ET by Tony Soric
Choosing appropriate match types for PPC campaigns is one of the most important decisions an advertiser can make, having an impact on such diverse factors as costs, quality scores and ultimately overall success. Advertisers may choose to set their keywords to either “broad,” “phrase” or “exact” match types, each used for a different purpose.
Generally, setting up an account with only phrase or exact matched keywords is a safer tactic than setting all keywords to broad match—broad match, as it implies, generally serves up far more keyword variations in an ad than the other [...]
Filed in: How To: PPC
How To Get More PPC Traffic For Less Money
Sep 30, 2009 at 5:16pm ET by Benny Blum
Search advertising success is defined by relevance. The concept of relevance is broad, but logical: it's the relationships between advertiser, keyword, ad copy and the landing page/ post click experience. So, how do we know if our relationships are strong, and our account is relevant?
Simple: Quality Score for Google, or Quality Index for Yahoo.
There are several components of Quality Score, illustrated quite nicely below:
Three of the six components are controllable (keyword relevance, ad relevance, and landing page content); two of the components are byproducts (clickthrough rat [...]
Filed in: Google: AdWords, How To: PPC
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