Archive for 'PPC'

Mar22

Ian Everdell

0

New PPC Ad Formats Good For Customers Too

Google announced some new paid ad formats at SMX West – I was reading about them today in this post from Search Engine Land. If you want to know why these new formats will be good for your business, read that post. I want to tell you why they’ll be good for your customers. Get deeper faster Google introduced organic site links way back in 2006 – those 8 or so links going to deeper content beneath the first organic listing. These are great because they let your potential customers get closer to what they want to find faster, and [...]

Mar04

Karl Hourigan

1

Buy & Sell Slaves on eBay…or dynamic keyword insertion gone wild

eBay and Google have been getting some attention lately after someone in the UK noticed that a search on Google for “African slaves” served up a search results page that included an ad from eBay for “African slaves”. Is this a case of eBay and Google being evil? No, it’s a case of sloppy dynamic keyword insertion (DKI). And eBay doesn’t restrict its poor ad management to just Google. Take, for example, this screenshot from a search originating in Canada for “slaves” on Bing, taken this morning. Apparently eBay has “Fantastic prices on Slaves. Buy & Sell today”. OK, even [...]

Jan11

Andrew Spoeth

0

What would happen if you turned off all PPC advertising for a month?

We’re very pleased to be presenting a case study webinar in just over a week’s time with one of our clients, YouSendIt, titled The Opportunity Cost of PPC. I had a chance to sit down with YouSendIt’s Director of Product Marketing, Angela Sanfilippo, at their office in California just before our latest B2B Expert Series: Face-to-Face event. We talked through the advances her team has made over the past few months with their paid search campaigns. This success has led to increased investment in SEM moving forward. This webinar will be of interest to other marketers that have struggled to [...]

Aug14

Gord Hotchkiss

1

Summer Stories: How I Became a Researcher

About 6 years ago, I had one of those life-changing moments that set me on a new path. I’ve always been curious. I’ve always had questions, and up to that point in my life, I was usually able to find an answer, with enough perseverance. But in 2003, I had a question that no one seemed able to answer. It didn’t seem to be an especially difficult question, and I knew someone had the answer. They just weren’t sharing it. The Unanswerable Question The question was this: what percentage of searchers click on the organic results and what percentage click [...]

Apr27

Kyle Grant

2

PPC Measurability: A Double Edged Sword

In marketing circles, the old adage: "Half my advertising money is wasted. The problem is that I don’t know which half!" is often regarded as marketing fact and has been more or less accepted as fact until now. In a down economy marketers are now heralding this statement no longer as a quote, but as a mission statement to finding where to invest money.  However, the very nature of this quote embodies the challenge that all marketers face: attribution. The famous marketing quote was reportedly said by William Lever, John Wanamaker, and F.W. Woolworth; begging the question: who gets the [...]

Mar16

Kyle Grant

4

Yahoo Day Parting Has Arrived!

Without much fanfare or publication, Yahoo has released its day parting and demographic targeting technologies. This is a great stride forward for Yahoo and, until now, has been a pain for many search marketers advertising on Yahoo. Yahoo now joins the ranks of the other major Search Engines (Google, Microsoft Live Search, and ASK) with offering a greater level of sophisticated targeting tools to help advertisers eliminate wasted advertising dollars.  We have been working quite closely with our Yahoo Representatives who have been up until this point been assisting with manually day parting our clients’ campaigns. With Yahoo we have [...]

Oct17

Jody Nimetz

1

10 Areas Where SEO and PPC Can Work Together

SEO or SEM (PPC), organic vs. sponsored? Where should your online marketing budgets go? Well, the answer is, both. SEO and PPC can work very nicely together depending on where you are with your online marketing efforts. We came up with ten instances where SEO and PPC should be used together as an effective online marketing campaign. Preparing for a Site Redesign – when planning a redesign and making sure that all of the SEO best practices are being put in place as you prepare to launch. You’ll want to bolster your online campaign with sponsored efforts as you transition [...]

Sep24

Jody Nimetz

0

How SEO and PPC Can Work Together as Part of an Effective Keyword Strategy

Ah SEO and PPC living together in perfect harmony.  Yeah right.  How many of you out there put as much effort into your SEO efforts as you do with your sponsored efforts?  We hear of all of this money being poured into sponsored spend yet when asked how much you spend monthly on SEO many will respond by scratching their heads and look back at you with a shrug of the shoulders implying "I don’t know exactly…".  Or even worse, others will state that they do not track what they are spending on SEO. As you track the return of  [...]

Sep10

Kyle Grant

0

SAR-R: Search and Rescuing ROI

Over the past several months, in part due to increased economic pressures, we have seen an increase of importance placed on improving return on investment (ROI) from search-based activity, particularly from PPC campaigns. ROI attribution and measurement becomes especially important when justifying the cost of the online sponsored advertising and improving the return on advertising spend (ROAS). Here are some tips on improving your search performance and getting the best ROI possible. 1.      Know Your Analytics This statement may seem fairly redundant, but all too often search marketers find themselves flying blind without proper analytics. Much of this article will [...]

Aug14

Kyle Grant

2

Key PPC Best Practices (Part 4 of 4)

This is the final installment of the 4-part series on key PPC best practices (PPC Best Practices Part 1, Part 2, and Part 3). Speak Their Language There has been constant debate as to what to use for keyword analysis with regards to long-tail versus head phrases and which yields the better results. Head phrases are the very generic and broad search queries where there is enormous search volume, but costs associated with the keywords are quite high. Torso keywords are the more-specific keywords; the 2- to 4-word search queries that still have lower search volume compared to the head [...]

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