Do you pause keywords solely due to low conversion rates? In his post, Valuing Keywords Based On Their Role Search Engine Land’s Adam Goldberg challenges us to analyze keywords in a different way using an attribution model. You may discover that you need to start unpausing some of your keywords.
It’s important to pay attention to click-through rate in your PPC campaigns, as it’s a factor in Quality Score and can be an indication of the general quality of your keyword structures and ad messaging. But it can change over time, and it’s not always something to freak out …
March 12th, 2010 |
Amber |
PPC Hero News
Happy Birthday PPC Hero! Still going strong with 5,260 subscribers!
Hang out with people who understand blogging and Twitter, work with some of the best companies nationwide, and spend your days where your talents and intelligence are appreciated! Hanapin Marketing is now hiring and we’re looking for talented folks who love search engine marketing. Applications are due Sunday, March 21, 2010 at 8 pm – so get started on that cover letter!
The ideal candidate…
- loves the Internet;
- obsessively makes to do lists;
- possesses a “whatever it takes” attitude;
- feels comfortable talking to a CEO or Joe the plumber; and
- is eager and willing to tackle new experiences and situations.
…
March 3rd, 2010 |
Jenny |
Tools
The success of your PPC campaign depends upon finding the right combination of keyword, ad copy and ad position.
The process usually starts with researching and compiling extensive, wide-ranging keyword lists. Next, comes building and launching campaigns with those keywords. The goal of this phase is to get a sense of which keywords have potential. The final, and ongoing phase is optimizing the campaign, which includes: trimming the unprofitable keywords, expanding the profitable ones, adjusting ad-copy and keyword bids until you find a profitable combination.
Once you’ve found your profitable keywords you need to guard them like a hawk, because they don’t …
March 1st, 2010 |
Carrie |
PPC Hero News
A couple of weeks ago we gave you a sneak peek into Hanapin Marketing’s big plans for the blog redesign. After much anticipation, the day has finally arrived… PPC Hero just got a makeover! The PPC Hero team is very excited to launch our new and improved blog design. If you don’t remember the old look, check out the before and after!
February 26th, 2010 |
Jen |
PPC News Round Up
Long or short? Keyword versus key phrase? What is the best targeting strategy for your pay per click campaign? Here is a great post from Search Engine Land that dives into some performance data behind both short and long tail keywords.
Google has made it easy to implement search campaigns on mobile phones, but many search marketers are still hesitating to take the leap into this new space. Search Engine Watch’s Parks Blackwell encourages search marketers to leverage low CPC’s and test mobile search campaigns.
This post from SEO Scoop gives some great suggestions on how to use your PPC …
After the announcement last week of The Yahoo! and Microsoft Search Alliance, I thought it would be helpful to take a look at the adCenter tools that are available, and how you can use them to help grow and optimize your accounts.
Microsoft adCenter Desktop Tool
As an avid user of the Adwords Editor, I was delighted when Microsoft launched their adCenter desktop tool. Sure, I knew it wouldn’t be as robust or user friendly, but at least it was something! Over the past year I’ve stumbled upon a few things that I hope will help streamline the use of the …
February 24th, 2010 |
Amber |
Basic PPC Strategies
One thing we do regularly for our clients is run search query reports from Adwords and MSN, pull all queries that are resulting in unqualified impressions or clicks, and add those in as negatives.
Doing this can really help narrow down your keyword list and prevent unqualified traffic from seeing your ad and not clicking – which prevents your impressions from skyrocketing and therefore lowering your click-through rate. But negatives also can prevent people from clicking on your ads, costing you money and lowering your conversion rates.
However, if you’re only relying on the search query reports you’re really only …
Launching a multilingual pay-per-click campaign is a good way to quickly have a presence in a country. Many companies do not have the resources and budgets to build multiple versions of their website based on language, but through the wonders of pay-per-click, advertisers can efficiently and effectively reach an international or bilingual audience online.
The problem with most multilingual pay-per-click campaigns is laziness. Many advertisers will launch international campaigns without consideration for accurate translations and culturally relevant messaging. Thankfully this problem is easy to overcome with a little extra consideration and planning. So before you launch a multilingual pay per click …
February 22nd, 2010 |
Jessica |
Content Network
Last week we talked about the Google content network and automatic placements. I completely ignored the fact that managed placements exist because they didn’t fit in with my description of the ways in which targeting automatic placements is just like riding a flaming motorcycle, but I’m fixing that this week with an even more convoluted metaphor for the content network.
So play along with me for a minute. You are a lion! There are lots and lots of cute little bunnies hopping around your savanna. Whenever …
