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
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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
Staying Ahead of Shifts in PPC Traffic -Part 2
In my last post I discussed how to understand traffic trends in your PPC accounts. We went over looking at year-over-year data, utilizing tools such as Google Trends, keeping an eye on what your competitors are doing and staying abreast of the latest industry news. Now that you how to analyze what might happen to your traffic in the coming months, let’s talk about how to … [Read more...] about Staying Ahead of Shifts in PPC Traffic -Part 2
Staying Ahead Of Shifts In PPC Traffic
The exciting thing about search marketing is that people’s search behaviors are always changing; this can depend on the time of year, trends or new developments in the industry. But how do you stay ahead of these changes and more importantly, what do you do to counteract any negative effects in your accounts? In this post, I’ll focus on understanding traffic trends in your PPC … [Read more...] about Staying Ahead Of Shifts In PPC Traffic
Why Specialty Businesses Need Long-Tail Keyword Marketing
At WordStream, we firmly believe in the power of the long tail for cost-efficient, high-converting paid search marketing campaigns. Long tail keywords are an effective marketing tactic for every kind of business. However, if you're a niche, specialty business and you haven't yet embraced the long tail, you really need a reality check! Long-tail keyword marketing is absolutely … [Read more...] about Why Specialty Businesses Need Long-Tail Keyword Marketing
Case Study: Using Google Trends to Discover New PPC Opportunities
Case Study: Using Google Trends to Discover New PPC Opportunities Google provides marketers and site owners a range of great, free tools to perform keyword research. One tool that often flies under the radar of many PPC marketers is Google Trends. The value of a keyword research tool like Google Trends is that it allows you to “see what the world is searching for.” More … [Read more...] about Case Study: Using Google Trends to Discover New PPC Opportunities
