Do you remember playing the game Telephone as a child? One person whispers a sentence into the ear of the person next to them, who whispers it to the person next to them and so on down the line, while trying to retain as much information of the message as possible. Inevitably, by the time the last person spoke the sentence aloud it barely resembled the original. I felt like … [Read more...] about Case Study: Improving Low Quality Score Accounts
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PPC Last-Minute Holiday Promotions: Ad Text and Landing Page Best Practices
Last week, Jen discussed how to utilize Google’s Merchant Center to make your ecommerce PPC campaigns stand out this holiday season. Now that you have your product extensions and product listing ads set up, what else can you do in the closing days of the holiday season to really make your products and company stand out. With a few last-minute creative promotions in addition to … [Read more...] about PPC Last-Minute Holiday Promotions: Ad Text and Landing Page Best Practices
PPC News Roundup for November 19, 2010
So the Yahoo to Microsoft transition is now complete and moving your accounts was a piece of cake, right? If you are experiencing difficulties transitioning your accounts, you need to read Ricky Poole’s acCenter blog on troubleshooting campaign performance questions. Poole presents a list of four of the more common adCenter issues and his solution to each. He also provides … [Read more...] about PPC News Roundup for November 19, 2010
PPC News Roundup for October 22, 2010
During an economic downturn many business choose to save many by moving previously out-sourced services back in-house. In the PPC world many companies are choosing to take back management of their Internet marketing campaigns and turn them over to their traditional marketing team. If you’re a business thinking about having your marketing team manage your online campaigns you … [Read more...] about PPC News Roundup for October 22, 2010
Three Things Google Doesn’t Want You to Know About Quality Score
As most online advertisers know, Quality Score is a key determinant in how high your ad appears in Google search results. A high Quality Score (say between 7 and 10) will push up your ad, while a low Quality Score (say between 1 and 4) will bring it down—or prevent it from showing at all, unless you raise your bid. Your exact ad position is determined by both your Quality Score … [Read more...] about Three Things Google Doesn’t Want You to Know About Quality Score
How Can I Make it Better? Part 4: Improving Click-Through Rate
In the last couple of weeks on PPC Hero, we have been writing a series of posts themed, “how can I make it better?” Jen started the series with tips on improving your account structure. Amy then gave readers 6 steps to raise quality score, while Erin recently posted tips on improving poor landing pages. Today, I am going to continue the series with tips on how to improve the … [Read more...] about How Can I Make it Better? Part 4: Improving Click-Through Rate
Account Structure Set Up and Best Practices
Below is a break down of how PPC accounts are usually organized. They begin with campaigns, which are then broken down into ad groups. Each ad group has a specific, targeted set of keywords, and each ad group contains ad texts (preferably 2 or 3) that are relevant to the keywords in that ad group. If you are looking at your PPC account and wondering “How can I make it … [Read more...] about Account Structure Set Up and Best Practices
Developing a PPC Strategic Plan
You just got a new PPC client or maybe you are starting an account for a new brand or division of your company – what are you going to do first? Keyword research? Write ads? Before you dive in head first, take a step back and develop a plan. Ask some key questions, research the competitive landscape and think through things to make sure you set the account on the right path … [Read more...] about Developing a PPC Strategic Plan
What Your Text Ads Say About You
PPC ads are like a first impression for your company or product. How you do want to come across – cheap, smart, desperate? A potential customer sees your ads first and if they are interested beyond the “hand-shake”, will click to find out more. Going along with this analogy, your landing page could then be called the first date – the customer has expressed some interest but … [Read more...] about What Your Text Ads Say About You
Cybersquatting and Paid Search: What Brands Need to Know
By Frederick Felman, CMO, MarkMonitor According to The Search Engine Marketing Professional Organization (SEMPO), search advertising has grown 286% in the last five years and will increase from $14.6 billion to $16.6 billion in 2010. The future for search engine advertising is bright. However, it’s the very vibrancy of search that leads to abuses and scams by counterfeiters, … [Read more...] about Cybersquatting and Paid Search: What Brands Need to Know
Who’s Hot, Who Not: Finding A Great PPC Team
Finding good help: it’s like the great professional field leveler. No matter how good you are at doing what you do, it doesn’t really mean you’re gonna be great at finding someone else who is good at whatever you need them to do- and that’s an issue, because a terrifying percentage of important projects are contingent on everyone doing their business both correctly and … [Read more...] about Who’s Hot, Who Not: Finding A Great PPC Team
New Experiment Setting in Google AdWords
In order to get the best results from your PPC campaign, it is important to always test new things. Test keywords, ads, settings, budgets, keyword bids, etc. - if it is something you can change, you should test a variation. The trouble is, it is often difficult to determine if the change you made is really a success or if other factors are contributing. For instance, maybe you … [Read more...] about New Experiment Setting in Google AdWords
