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
Search Results for: call+to+action
Dynamic Landing Pages
As a common rule of thumb, all pay per click accounts should have landing pages specific to each theme, product, or service. The more specific a landing page is, the more likely it is that the visitor will convert. Think of it this way, the landing page is the hook on the end of your line. You can bait them with the ad text all day long, but if you can’t hook ‘em and … [Read more...] about Dynamic Landing Pages
PPC News Roundup for November 26, 2010
The end of the month can cause frustration or joy for PPC managers as we see how close we are to meeting monthly goals. Adwords offers us many different tools we can use to help lower costs and increase clicks and conversions, but which ones work the best? David Iwanow of Search Engine Journal has written a post about his experience using different costing methods in Adwords. … [Read more...] about PPC News Roundup for November 26, 2010
Getting serious about ad continuity on the landing page
When it comes to ad continuity on the landing page we often think of keyword match. Are the actual words you’re using in your ads being displayed on the landing page? And that’s a good start. However, when it comes to increasing conversion rates beyond “average” (~4% according to sources like MarketingSherpa and FireClick) we should be thinking beyond just keyword match and … [Read more...] about Getting serious about ad continuity on the landing page
PPC News Roundup for October 29, 2010
Black Friday in July? Target and WAL-MART led the way a few months ago with a trend that’s popped up, in light of the current economy of course. Geoffrey Shenk with Search Engine Land says if you think it’s too soon to shop online for the upcoming holidays…well…you’re wrong. Shenk notes that in 2009 online retail sales shot up 51%, and this trend is expected to continue. He … [Read more...] about PPC News Roundup for October 29, 2010
The PPC Audit: Rewards for a Critical Eye
You might be a small business owner, new to search engine marketing, and questioning the effectiveness of your initial PPC account structure. On the other hand, you could be an experienced PPC professional needing a new perspective on an established account. Without a doubt, the needs of these two PPC extremes may be entirely opposite. The PPC beginner could simply need … [Read more...] about The PPC Audit: Rewards for a Critical Eye
Google Is Not Creepy
Every day Google is becoming smarter, and in turn making it easier for advertisers to more effectively reach their target audiences. Now, this could be viewed as another supposed step towards world dominance as referenced in jest in some of our roundups, or merely another great and easy way to more accurately and continually reach a solid base of potential customers. What I’m … [Read more...] about Google Is Not Creepy
How Can I Make it Better? Part 5: Improving Ad Text
Today is the final installment of our “how can I make it Better?” series. If you haven’t been keeping up, our topics thus far have been on improving account structure, quality score, landing pages, click-through rate, and now today I’m finishing up with ad writing. I’m going to hog some glory here by claiming my section the most important but don’t tell Jen, Amy, Erin, or … [Read more...] about How Can I Make it Better? Part 5: Improving Ad Text
Identifying & Improving Poor Landing Pages
The last few weeks we have been tackling basic PPC principles, looking at “how can I make it better?” with some general best practices and tips. We have looked at account structure tips and steps to improve your quality score as these are two fundamentals to any PPC campaign. I have also previously covered landing page best practices to make sure that the traffic you are … [Read more...] about Identifying & Improving Poor Landing Pages
Too Much of A Good Thing: Dealing With Duplicate Keywords
Let’s face it: PPC management is an ever-changing business. Managers and agencies come and go, accounts expand and shrink, and before you know it seven different people have had a hand in the evolution of an account. How many of the accounts that you currently manage did you begin? How many of your little PPC babies, whose campaigns and ad groups and keywords you lovingly … [Read more...] about Too Much of A Good Thing: Dealing With Duplicate Keywords
Yahoo! and Microsoft Search Alliance Guide
We all know it’s coming. Some of us are excited while some of us wish it weren’t so. It’s certainly the biggest news in PPC marketing since…I dunno…AdWords? It’s tough to finally say it, but Yahoo and Bing are combining in, what they’re calling, “the Yahoo! And Microsoft Search Alliance.” I guess that wasn’t as scary as I thought. As they say, admitting is the first step. The … [Read more...] about Yahoo! and Microsoft Search Alliance Guide
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
