Archive for the ‘Keyword Research’ Category

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 crucial for specialty businesses.

Let’s say you run a business that specializes in designer shoes that come in hard-to-find sizes. Broad head terms like …

Negative keywords are important to any PPC campaign as it can help filter unwanted traffic before a user reaches your landing page. For instance, you are trying to attract people interested in shoes, but you don’t sell red shoes. By adding “red” as one of your negative keywords, you can be sure you are not spending money on clicks from people looking for red sparkly shoes so you have more funds available for those looking for brown loafers.

Google, Yahoo! and …

After spending the past few years working in PPC marketing, I’d like to believe I’m exceptionally competent at managing effective search campaigns.  Based on the ROI and profit margins associated with many of those campaigns, that may be true.

For companies that handle all of their own search marketing internally, it’s possible, and likely, for the search manager to be an expert on not just the best practices for running a Google or Bing campaign, but also an expert on the …

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 convert into customers or leads. Someone looking for a direct competitor would seem to be the exact opposite of …