Google Adwords introduced negative keywords lists as an improvement over the previous platform. Negative keywords help control campaign spends and filter out undesirable traffic that results in low conversion rates. David Iwanow explains the benefits of these lists in his post on Search Engine Journal this week. David explains that agencies and consultants can now develop … [Read more...] about PPC News Roundup for January 28, 2011
Search Results for: conversion rate
Case Study: Bid Changes
As a PPC account manager, I have the pleasure of new and exciting challenges with each new client I take on. Recently, I took on a client that was the pace setter for their PPC industry. What I mean by pace setter, is that their average ad position was 1.1 for their primary search terms. While I’ve certainly taken some keywords to top position as a strategy, I had never run … [Read more...] about Case Study: Bid Changes
The End of Behavioral Marketing?
For a while now, behavioral marketing has been under the intense scrutiny of several internet watchdog groups, as well as the Federal Trade Commission, in regards to heightened concern over privacy laws. And recently, this criticism has intensified, leading to many new proposed ideas as to stop advertising platforms from accessing computer browser history in order to more … [Read more...] about The End of Behavioral Marketing?
PPC News Roundup for January 7, 2011
The rule of thumb is that bidding on highly relevant, targeted keywords will help your conversion rate and cost per lead, while cutting down on irrelevant clicks. So what do you do when those keywords result in a lot competition and a drain on your funds? Geordie at PPC Blog has some tips for when broad keywords can be cheaper and get you the results you’re looking for. What … [Read more...] about PPC News Roundup for January 7, 2011
PPC: A Review of 2010 & Our Expectations for 2011
As we near the end of the year, our team reflected on the changes seen in PPC, and put together the following recap of those with the biggest impact so far: Twitter Twitter has begun to reach out to companies who want to advertise on their social media platform via what are being called “promoted tweets.” Basically, a company or advertising agency can pay (based on a cost per … [Read more...] about PPC: A Review of 2010 & Our Expectations for 2011
AdWords Ad Extensions: An Overview
If you’re not leveraging Google’s expanded ad formats, you may be missing out on valuable traffic and conversions. Especially for local businesses, businesses with several different products or services with their own landing pages, and e-commerce businesses, these extensions can add significant relevance (and likely value) to the relationship between a searcher and your ads. … [Read more...] about AdWords Ad Extensions: An Overview
6 Optimization Tips to Get Ready for the New Year
The turkey, stuffing and potatoes came and went and as the last of green bean casserole is finished, it is time to admit we are in full holiday mode. Halloween barely left us and the stores already had trees, lights and wrapping paper overflowing into the aisles, but there is something about the constant holly jolly music in all of the stores that really spells out ‘tis the … [Read more...] about 6 Optimization Tips to Get Ready for the New Year
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
Image Ads: Why Bother?
As most of us who advertise on Google’s “display network” know, there are a few ways to go about it. Some of the more notable differences include: Ability to target automatic placements, either via audiences (a newer feature), or via keywords VS. Ability to target managed placements (websites or web pages you choose) with or without keywords or audiences Ability to … [Read more...] about Image Ads: Why Bother?
Three Things Google Doesn’t Want You to Know About Quality Score
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
PPC News Roundup for September 17, 2010
The holiday season is upon us, and the spike in online seasonal traffic is set to begin. The holidays definitely aren’t the time to set it and forget it; instead, we should capitalize on this time of year by beefing up our keyword lists. Erin ODonnell with Microsoft Advertising gives some helpful tactics for keyword list expansion in Holiday Preparation Series: Travel PPC … [Read more...] about PPC News Roundup for September 17, 2010
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
