Tag Archives: ppc best practices

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

0

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 [...]

Jul31

Kyle Grant

3

PPC Best Practices (Part 3 of 4)

This is the third installment of the 4-part series on key PPC best practices (PPC Best Practices Part 1, Part 2). So far we’ve introduced the basics in the planning and measurement involved with the setup of a PPC campaign in addition to conversion path analysis. This week we’ll get into testing, demographic targeting, and vertical engines. Don’t Guess… Test With a PPC campaign, testing is the campaign manager’s best friend. Testing is a constant, iterative process that must be followed to refine the effectiveness of your Search Engine Marketing (SEM) campaigns. Multivariate testing can be as complex as developing [...]

Jul23

Kyle Grant

4

Key PPC Best Practices (Part 2 of 4)

Last week, I started wrote a post on some of the key PPC best practices (Go to Part 1). This is the second installment of the 4 part series.   Plan to Measure; then Measure the Plan As you move forward with your PPC campaign, ensure you are able to effectively measure your KPIs through your analytics tracking. With several of our clients, we are using keyword-level ROI to ensure we can accurately spend the budget where we are making the highest returns. This measurement includes being able to merge data from several sources in order to accurately measure the [...]

Jul15

Kyle Grant

4

Key PPC Best Practices (Part 1 of 4)

Stop Thinking PPC, Start Thinking Consumer-Initiated Marketing Over the past year, several new options (and the list keeps growing) have been made available for online advertisers to create more sophisticated online marketing campaigns. We’ve seen the implementation of display advertising through Pay Per Click (PPC) providers as well as a significant movement towards local and mobile advertising. This movement in the market represents a paradigm shift, from simply a PPC-focused strategy, to thinking about all the channels associated with consumer-initiated marketing conversations. Several of these options include display advertisements, paid inclusion, local listings and Pay Per Action (PPA). With each [...]