The fuel that drives every PPC campaign is your keyword list. The success of your campaign will live and die by the keywords that you target. You need to make sure that you are targeting the right keywords and that your keyword list is extensive and robust. And your list of keywords needs to be ever-evolving as new and longer search terms become prevalent among your target … [Read more...] about How to Use Google Wonder Wheel and Related Search Tools for Keyword Research
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What You Need to Know about Google AdWords’ New Conversion Tracking Metrics
One of the newly visible metrics within the updated Google AdWords interface pertains to conversion tracking. Today, we will explore the difference between the "Conversions (many-per-click)" data and the "Conversions (1-per-click)" data. If you have migrated to the new AdWords interface, you have probably noticed these additional conversion tracking columns within your stats. … [Read more...] about What You Need to Know about Google AdWords’ New Conversion Tracking Metrics
What To Look for if Your Volume Tanks on the Google Content Network
Lately, we've been writing quite a bit about the Google Content Network. This is simply because there is so much to talk about! Today, I would like to touch on another topic within this theme: two reasons why your Content Network performance may suddenly tank. First, let's do a quick review of what we've discussed thus far: The initial article on this topic discussed what to … [Read more...] about What To Look for if Your Volume Tanks on the Google Content Network
Good Bye To Google’s “Other Unique Queries” – We Won’t Miss You
PPC advertisers have been waiting a long time for this. Just officially announced yesterday, Google AdWords is removing the 'other unique queries' label in the search query performance report. We wrote about this new feature in the search query report back in April but did not find an official announcement from Google until yesterday. The Google search query performance report … [Read more...] about Good Bye To Google’s “Other Unique Queries” – We Won’t Miss You
How to Leverage Google’s Trademarked Term Bidding Policies
With recent news breaking that Google will be opening up keyword bidding policies on trademarked terms, it is time to reconsider whether this is a valid and cost-effective tactic to consider. On its face, bidding on a competitor’s name or key product seems to be a money-losing proposition. After all, in pay-per-click advertising, we seek relevant traffic that is likely to … [Read more...] about How to Leverage Google’s Trademarked Term Bidding Policies
New Yahoo Search Query Expand Report – Not Quite Up To Par With Google
I received a phone call from my Yahoo rep saying that they are offering a search query report for our clients. I was very excited about this since I love the search query report from Google. Unfortunately, I was soon disappointed after hearing that I couldn't run the search query report out of the Yahoo PPC interface myself. Here's how it works: If you want a search query … [Read more...] about New Yahoo Search Query Expand Report – Not Quite Up To Par With Google
How To Broaden Your Exposure on the Google Content Network
I've said it before and I'll say it again: the Google Content Network is fickle and it can be tricky. In both the Search and Content Networks, ad position is important. Within the Search Network you have a wider range of ad positions that can generate positive results. However, the Content Network has a smaller window for optimal exposure and performance. On the Google Search … [Read more...] about How To Broaden Your Exposure on the Google Content Network
Learn How to Import Your Google Analytics Goals into AdWords Conversion Tracking
Early on in my search marketing career, one of the discrepencies that annoyed me most was that Google Analytics and Google AdWords were almost entirely separate entities. With the exception of AdWords data populating in Analytics, there wasn't any cross-functionality - especially for conversion tracking. This killed me. Until now. It is now possible for you to have data … [Read more...] about Learn How to Import Your Google Analytics Goals into AdWords Conversion Tracking
X Marks the Spot! How to Get Listed In Google Local Map Ads
This week we are discussing a myriad tactics to enhance your local geo-targeted PPC efforts. One of the core strategies you can employ to be found in your neighborhood to appear on Google Maps. If your business is geared toward a local audience, you need to gain as much exposure on Google Maps as possible! List Your Business in Google Maps First, let's step outside the realm … [Read more...] about X Marks the Spot! How to Get Listed In Google Local Map Ads
Geo-Targeting Basics: A How-To Guide on Setting Up Geo-Targeting in Google, Yahoo and MSN
As part of our week-long series on PPC geo-targeting, today I'm going to showcase the basics of setting up geo-targeting in the "big three" pay-per-click search engines. While the general process for setting up geo-targeting is similar between Google AdWords, Yahoo! Search Marketing and Microsoft adCenter – they do have very unique steps and feature sets. Read on for an … [Read more...] about Geo-Targeting Basics: A How-To Guide on Setting Up Geo-Targeting in Google, Yahoo and MSN
Highlights From Google’s Content Network CPA Whitepaper
Early last week, Google released a whitepaper titled, "CPA Performance Trends on the Google Content Network". This whitepaper was based on data pulled from nearly 25,000 AdWords accounts around the world from a 12 month period ending November 2008. That's a pretty hefty sum of data! The purpose of the research? To answer advertiser-based questions on conversion rates and … [Read more...] about Highlights From Google’s Content Network CPA Whitepaper
Why Fix What Isn’t Broken on the Google Content Network?
The Google AdWords Content Network is vast and wide-reaching. If you harness this distribution channel properly, it can be a great source for traffic, leads and revenue. Recently, I discussed how to enhance your content network performance by removing poorly performing sites. Today, I will discuss how to optimize your content network performance by expanding your reach and … [Read more...] about Why Fix What Isn’t Broken on the Google Content Network?
