PPC Bid Management Tips For The Holiday Season
Oct 26, 2009 at 7:00am ET by George Michie
Data driven anticipatory bidding can turn an ordinary holiday bump into something extraordinary. Here are some tips for how to take apart and act on the data.
Filed in: Paid Search
Attribution Wars: In Defense Of The Last Click (Part I)
Oct 19, 2009 at 1:44pm ET by Andrew Goodman
I went to a party last week. It was put on by a big online player, mainly to thank agencies who buy large gobs of display ads for their clients. And strangely, one of the hosts began apologizing to me (over the gurgling sounds of me thanking him for the free drink—how they let me in there, I'll never know). "As an individual, between you and me, I'd never advocate a lot of this inventory. Hey, I come from the performance side. I worked [in a senior position for a search advertising platform]." But in his current role, he was doing a pretty good job; thanking the buyers of digital display med [...]
Filed in: Paid Search
The 6/90 Rule Part 2: Best Uses For The AdWords Keyword Report
Oct 12, 2009 at 7:00am ET by Brad Geddes
Each report in your AdWords report helps you to extract data from your account so that you can make meaningful decisions to optimize your campaigns. In part one of this 6/90 series, I looked at six reports which will help you make ninety percent of the decisions you need to make on a day-to-day basis to manage your AdWords account. In part two, I'm taking a deep dive into the keyword report, as it contains so much data that can help you make good decisions it deserves its own article.
Setting Max CPC
If you use the AdWords conversion tracker you can see your conversion metrics, such as c [...]
Filed in: Paid Search
Paid Search Is About Process, Not Planning
Sep 28, 2009 at 8:00am ET by George Michie
Success in paid search demands first rate processes for anticipating and reacting to changes in the landscape. 30 – 60 – 90 day plans usually hinder paid search success.
Filed in: Paid Search
Seven Compelling Reasons That Now Is The Time To Ramp Up Paid Search
Sep 21, 2009 at 8:00am ET by Andrew Goodman
Paid search accounts for about 50% of all digital advertising spending today in most major markets, give or take 10% (the UK clocks in as one of the most impressive English-speaking markets for paid search, clocking in at 58% of digital spend, according to econsultancy).
For we diehards, the reasons for running paid search campaigns are obvious. Believe it or not, though, many companies have failed to make the leap, or have only dipped a toe in the PPC waters. There is still much untapped potential in this channel.
So what’s holding people and organizations back? Perhaps it’s myths [...]
Filed in: Paid Search
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