Archive for 'PPC'

Oct05

Guest

0

Paid Marketing and Media: What Is That Exactly?

Paid mar­ket­ing refers to all kinds of paid adver­tis­ing that appears on the Inter­net and other inter­ac­tive plat­forms. This includes dis­play adver­tis­ing (ban­ners) on the Inter­net (con­tent, ser­vice and social media sites), on video game con­soles, mobile devices (sites and appli­ca­tions) and dig­i­tal dis­plays; video adver­tis­ing; email adver­tis­ing (adver­tise­ment inte­grated into a publisher’s newslet­ter); direc­to­ries and clas­si­fied ads; and mar­ket­ing on search engines (pur­chase of text adver­tise­ments by words/key phrases). Read the full article at The Results People blog.

Jul05

Karl Hourigan

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Drive Traffic to Your Website

After going through the time, effort and expense of creating a corporate web site, the success of the website as a market ing tool depends on three things: 1. Are people coming to the web site? 2. What can they do when they get there? 3. What’s in it for them to do business with you? Read the full story at TheResultsPeople.com…

May18

Karl Hourigan

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10 Quick Wins in Paid Search

Spend­ing money to be vis­i­ble on search engines can be a very effec­tive, mea­sur­able mar­ket­ing tac­tic. If your com­pany is still debat­ing whether or not to invest in search engine adver­tis­ing, here are some sce­nar­ios when it can make a lot of sense to ded­i­cate some bud­get to adver­tis­ing online…Read more at our new blog, TheResultsPeople.com.

Feb17

Tina Wilson

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SEO Lessons from the NYT JC Penny Google Link Building Exposé

On February 12, 2011 the New York Times released a scathing report on how Google had failed to identify a paid link building scheme that saw retailer JC Penny owning highly specific, and presumably valuable, search terms during the lucrative holiday season. In the article, the NYT suggests that by design JC Penny gamed the Google algorithm to place in the first position for a multitude of keyword phrases, in some cases outranking well known brands for their own name. It further blasts Google for not catching on to what JC Penny was doing, insinuating that Google somehow did not [...]

Jan27

Karl Hourigan

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Analytics and Reporting: How to define metrics that actually mean something to your bottom line.

We hosted a webinar on January 25, 2011, with presenters Chris Knoch and Kyle Grant. You can view the webinar online now. For the Flash-challenged crowd (iPad, iPhone), you can get the podcast version. Analytics and Reporting Webinar Chris set the stage by describing two main situations for direct marketing: 1. Unlimited Budget: Set target ROI/CPA and maximize order volume or revenue 2. Limited Budget: Spend entire budget at best possible ROI/CPA In both cases, there is a need to determine the “true” ROI. This can be particularly challenging in a situation where, for example, the sale started online but [...]

Nov26

Kyle Grant

1

Failure is the Only Option: Failing Quickly to Succeed Faster

I don’t think it is going to be a surprise to anyone to know that not every paid search test they implement will be a success; if it is a surprise, I am sorry. (p.s. there is no Santa Clause, either). The key to successful management of paid search is to determine acceptable margins of failure and test within those margins. How much failure can be tolerated and how much are you willing to risk? Gord Hotchkiss has spoken and written on many occasions about internet speed and what this means for organizations trying to adapt to a rapidly changing [...]

Oct15

Karl Hourigan

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Rock Your Landing Pages

Lots of words have been written about landing pages, those web pages that you arrive at after clicking on a paid search ad. I’ve heard landing pages described as the place where good leads go to die. That’s because as a marketer, if we’ve enticed someone to click on our ad, our work is not yet done. They’ve still got to make sense of the page our ad takes them too, and then complete whatever action we’re guiding them towards. If they arrive at the landing page and don’t know what to do next, it’s goodbye and we’ve wasted money [...]

Sep24

Kyle Grant

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Structuring your PPC Campaign to Maximize Visibility and Cost Control

The importance of campaign structure plays a significant role in determining the overall success of a PPC campaign. Defining the structure of a PPC campaign can be defined by a series of best practices, but really what it comes down to is crafting your marketing communication mix and how you will want to interact with customers at all points of the purchase decision process. Your paid search campaign structure should adequately cover all stages of the purchase decision cycle while maintaining a sufficient ad frequency to be effective. Determining the most effective structure comes down to really understanding what the [...]

Sep21

Karl Hourigan

0

300% is a BIG number

As marketers, anytime we can increase the quantity and quality of our leads, that’s good news. Depending on the size of our business, and the closing rates our sales people average, a modest increase in good leads can mean the difference between hitting or surpassing our revenue targets, or coming up short at year end. Paid search campaigns can be an effective way to drive traffic to your web site, and if your campaign is optimized with effective landing pages, enticing ad copy, and an offer that can’t be refused, you can see an ROI that many other mediums can’t [...]

Jul29

John Yuill

4

Viewing AdWords Search Query Terms: Let Us Count the Ways!

Using Google AdWords reports to track performance of the keywords you are bidding on is one of the fundamentals of search marketing success, and the ease with which this can be done is a source of delight for search marketers, especially when compared to measuring traditional forms of advertising. But most folks also realize the additional value of being able to look behind the scenes to see the actual search queries that users are typing in and using that information to refine campaigns accordingly. Not so very long ago in the short history of search engine marketing, this was data [...]

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