Bill Slawski posted a link this week to Analyzing and Evaluating Query Reformulation Strategies in Web Search Logs – this is a paper written by researchers from the University of Washington. In his post, A Taxonomy of Rewriting Search Terms, Slawski outlines a few highlights from the paper – a very interesting read! If only we could dress our PPC ads in bright orange - … [Read more...] about PPC Hero News Roundup For 9/18/09
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PPC Hero Landing Page Optimization Podcast – GreensBoro500.com
Today’s PPC Hero Landing Page Optimization Podcast will focus on the Greensboro500.com PPC Landing Page, submitted by Nick. Nick said in his submission that this page is about 8 months old, and conversion rates have been declining since that time. They are geotargeted such that ads only appear to searchers within a ten mile radius of their office. The PPC Hero team has … [Read more...] about PPC Hero Landing Page Optimization Podcast – GreensBoro500.com
Praise and Caution for the AdWords Opportunities Tab
Last week Google expanded the beta test of the 'Opportunities Tab' in the AdWords interface. It is now fully available in all English-language accounts. According to Google, this new feature is designed to help advertisers find more cost-effective traffic in their pay-per-click accounts. This new tab surfaced in many of my accounts last week and I started testing it. Overall, I … [Read more...] about Praise and Caution for the AdWords Opportunities Tab
Managing Successful PPC Campaigns is a Science and an Art Form
Managing paid search campaigns requires a mixture of science and art. The scale probably tips more toward the scientific elements when it comes to optimizing your performance. However, in order to create a successful, well-balanced campaign, you can't completely disregard either end of the spectrum. Here are some skills/traits that you need to manage your PPC campaign … [Read more...] about Managing Successful PPC Campaigns is a Science and an Art Form
PPC Hero News Roundup for Friday 9/4/2009
If you want successful PPC ads, you have to do much more than just insert calls-to-action and hope visitors will respond. Great ad-writing is all about the language - understanding the language of your customers and enforcing the bond between ad and landing page. Are PPC marketers sneaky bastards? You bet! Just kidding. Actually, Greg over at SEM Geek has interesting take on … [Read more...] about PPC Hero News Roundup for Friday 9/4/2009
Our Greatest Hits for August 2009
The page views have spoken! Below we have gathered PPC Hero's four most visited, and hopefully most valuable, articles from August. Whether you're a new or long-time subscriber you may have missed these insightful and helpful pay-per-click management tips. Enjoy! Coming in the number one spot is Carrie's post highlighting the top 10 reasons why your ads aren't showing in … [Read more...] about Our Greatest Hits for August 2009
What You Need to Know About PPC Keyword Match Types
Using match types allows you to set up certain keywords in a way that will help you control who sees your ad. We recommend using all three of the main match types when you first activate your new PPC campaign so you can maximize your exposure and learn which match type will give you the best results. Later on you can determine which match type is most effective and pause … [Read more...] about What You Need to Know About PPC Keyword Match Types
Upload Your Account Structure to adCenter Quickly and Easily
Creating a smart account structure helps keep your keywords organized, saves you time, and helps improve your quality scores with Google. If Google AdWords can see that your keywords are in highly targeted ad groups with well-written and highly targeted ad texts, you'll likely get a great quality score, which helps you rank higher in Google but pay less. Once you have … [Read more...] about Upload Your Account Structure to adCenter Quickly and Easily
Separating Your Search and Display Networks within AdWords
Simply put, the search and display networks are completely different beasts and need to be treated as such. It will save you a lot of time and headache to separate these two networks, even if they are lumped together when you inherit the account. To quickly recap, the search network refers to ads that display based on keywords entered directly into a search engine. You … [Read more...] about Separating Your Search and Display Networks within AdWords
Save Time and Effort with AdWords Editor and MSN Desktop
Time is something PPC managers just can't seem to get enough of. Therefore, when you inherit a PPC account and it's in need of major restructuring, turn to Google's AdWords Editor and MSN Desktop to make changes quickly. Google's AdWords Editor and MSN Desktop are free desktop applications that will make your PPC management a breeze. With these two applications, you can … [Read more...] about Save Time and Effort with AdWords Editor and MSN Desktop
Ongoing Management and Optimization
Create a Long-term Plan for Optimization and Expansion of the Account There are two main tactics to employ when inheriting a PPC account: optimization and expansion. These two tactics are equally important to taking a PPC campaign to the next level, but they should be approached separately because they have different intentions. In this two-step process, optimization … [Read more...] about Ongoing Management and Optimization
Make Quick Progress by Reviewing Your Account Settings
The following steps will help you make progress, fast and without headaches (though they likely will come later).The most important word here is fast. These tips will give you a quick start to turning around the campaign you have inherited, without having to invest much time. Start with these tips and then move on to our other recommendations. Review Your Account … [Read more...] about Make Quick Progress by Reviewing Your Account Settings
