To create a winning account structure, once you have all of your keywords, break them out into "silos." Silos are specific categories that are highly targeted to a specific page on your site or category of your site. Once you have broken up your keywords into silos, break the keywords up even further according to the buying cycle. That is, group your keywords into ad … [Read more...] about How to Streamline and Optimize Your Account Structure
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How to Manage and Optimize Second-tier PPC Search Engines
Within this document, and on our blog, we focus mainly on Google AdWords and Microsoft adCenter. This is because these search engines own the lion's share of the search industry. However, second-tier search engines can generate supplemental traffic, leads, and revenue if they are managed and monitored properly. Each second-tier PPC search engine has a unique user … [Read more...] about How to Manage and Optimize Second-tier PPC Search Engines
Grasp the History of an Account by Reviewing a Few Key Metrics
Understanding performance history is critical to making the future of the account successful. If you inherit a PPC account from another management firm or another company, it's important to begin running reports and gathering important data on key metrics you will be measuring. Here are the key metrics that are important in every PPC campaign. This is a good checklist that … [Read more...] about Grasp the History of an Account by Reviewing a Few Key Metrics
Get to Know Your Client’s Website and Landing Pages Quickly
There is a series of steps you need to complete to quickly review your new client's landing pages and website. The purpose of this review is to make sure that all of the lead/sales tracking measurements are in place and that data is being tracked correctly. Review analytics tracking code: You would be surprised at how many companies are not running analytics on their … [Read more...] about Get to Know Your Client’s Website and Landing Pages Quickly
Four Quick Ways to Expand Your Negative Keyword List
Another extremely important tactic to successfully inheriting and optimizing a PPC account is to build a negative keyword list. Having a comprehensive negative keyword list can significantly improve not only your CTR but also your conversion rate. Below you will find a list of resources that we use to build a robust negative keyword list: Search Query Report Run a Search … [Read more...] about Four Quick Ways to Expand Your Negative Keyword List
Expand Your Keyword List Smartly and Efficiently
Keyword research is an ongoing tactic that continuously helps increase the performance of your PPC account. When inheriting a new Google AdWords, Yahoo!, or MSN account, it's important to do a thorough scan of all the keywords in the account and begin researching what new keywords you could potentially add. There are various methods of doing additional keyword research … [Read more...] about Expand Your Keyword List Smartly and Efficiently
Inheriting PPC Accounts: How to Efficiently Transition Ownership and Successfully Optimize a Large PPC Account
Until now, there was no roadmap to help individuals and search engine marketing (SEM) firms successfully inherit and optimize a large-scale pay-per-click (PPC) account. Numerous publications have surfaced about creating PPC campaigns from scratch, but inheriting and enhancing a pre-existing account requires an entirely different skill set. Optimizing a pre-existing PPC … [Read more...] about Inheriting PPC Accounts: How to Efficiently Transition Ownership and Successfully Optimize a Large PPC Account
PPC Hero News Roundup for Friday 8/28/2009
In this economy, you definitely need to be smart about the way you spend your budgets for your PPC accounts – but there can be obstacles. In this post from Search Engine Land, Josh Weller examines 9 problems with paid search and the tactics that can be used to solve them. The Rimm-Kaufman group conducted a small study considering the impact of geographic demographics on search … [Read more...] about PPC Hero News Roundup for Friday 8/28/2009
Enhance Your PPC Conversion Rate by Reviewing Your Conversion Funnel
The reasons a user will abandon your conversion/sales funnel are endless, unfortunately. Today, I'll explore one case where not only did our online leads decrease but offline leads (phone calls) decreased too. And I had to find out what was going on and some possible solutions. I am working with a client who sells high-end, custom office furniture. Over the past few weeks our … [Read more...] about Enhance Your PPC Conversion Rate by Reviewing Your Conversion Funnel
A Different Form of PPC Advertising You Should Consider, Soon
Yesterday, I had a call with a company that has only been around for about 9 months. I walked through a demo on how to use their search engine, in which they claim MSN stole their algorithm. I was surprisingly impressed with this search engine that I honestly had never used before. It’s called LeapFish. And no, they’re not paying me to blog about them. I feel LeapFish is an … [Read more...] about A Different Form of PPC Advertising You Should Consider, Soon
How To Geo-Target a National PPC Campaign
Typically pay-per-click managers who promote a nationally available product or service only run a nationally-targeted campaign. But they are missing a huge opportunity to serve relevant ads for local search queries. With increasing competition in the SEM industry, advertisers are looking for more ways to optimize their campaign. By implementing geo-targeting for a National … [Read more...] about How To Geo-Target a National PPC Campaign
PPC News Roundup for Friday 8/14/2009
Holy cow that is cool! Google is testing the use of images in PPC advertisements! There's no description but who needs one when there is a picture? The only information present is the picture, price, brand and link. Very cool for click-through rates. A study over at Bing.com says they're seeing a 23% increase in ROI in Bing.com over Live search. They claim that Bing's user … [Read more...] about PPC News Roundup for Friday 8/14/2009