Archive for the ‘Pay Per Click (PPC)’ Category

How to do Negative Keyword Research (Part 1)

Posted by in Pay Per Click (PPC) on August 4th, 2008 2 Comments

Negative keywords can often be overlooked by search marketing managers eager to expand their keyword list and get as many searchers as possible to click their ads and follow through to their site. However, negative keywords can play one of the most important parts of your paid search marketing campaign by eliminating the traffic you deem not relevant, thus raising Click Through Rates (and therefore quality score), conversions and conversion rates.

 How to do Negative Keyword Research (Part 1)

“Photo: Bernat Casero

For those unaware of negative keywords, these are elements in your PPC campaign that will ensure your ads are not triggered and displayed when this keyword is included in the searcher’s query: if I have the negative keyword “boat” in my “rentals” campaign, then my ads will not show when someone types “rent a boat” into a search engine.


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Paid Search & Punctuation: a Marriage Made in Hell

Posted by in Pay Per Click (PPC), Search Marketing (SEO) on May 16th, 2008 1 Comment

Whilst setting up and optimising campaigns for job boards, I have come across some real problems paid search has with punctuation.

The two seem to not like each other, and search engines tend to remove the punctuation from your search query, or simply ignore it (even though it is still present in Google’s SERP URL). Even worse, if your search query has a hyphen (-), then the search engine might even think that you are trying to exclude a search term by turning it into a negative search term.

But what happens when 75% of the term you are bidding on is punctuation? Read on

Yahoo Ad Generator: What’s the Verdict?

Posted by in Pay Per Click (PPC), Search Marketing (SEO) on April 24th, 2008 0 Comments

It’s not often that Yahoo rolls out a new feature that turns out to be a great success, so when something is done right, and works, this time I’ve gotta give them Kudos.

The “Ad Generator” button that you might have seen appear at the top of your ad group, is a friend so don’t ignore it. I am also going to explain to you why it also is your client’s advertising agency’s best friend.

The Ad Generator is a very simple tool. All it does is concatenate terms that you have entered into the Ad Generator, thus generating new ads: Say you enter 3 ad titles and 5 USPs (Description line 1 usually) and 5 Calls to Action (Description line 2 usually), then the AdGenerator will mix and match these USPs/Ad titles and test them out to see which performs the best.

So why is something that you can do in Excel so great?

402597489 2fa93f89d5 m Yahoo Ad Generator: What’s the Verdict?
Are you really going to concatenate this data manually?cc Yahoo Ad Generator: What’s the Verdict? photo credit: Jeffrey Beall

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The MSN Ad Excellence Accreditation Test – Could you Pass it?

Posted by in Pay Per Click (PPC), Search Marketing (SEO) on April 17th, 2008 0 Comments

October usually is the time of year PPC managers & optimisers choose to start studying to pass their tests with the different networks (Google, Yahoo, MSN), as the Google Accreditation is valid for one year, from that month onwards… so it’s not officially revision month, but I have just passed the MSN Ad Excellence Test with flying colours (just under 90%), and thought I d let you guys know about a few tips and tricks you should know before passing the test. Read on

Yahoo Panama Discriminates Against the Little Guy With Double Ads

Posted by in Pay Per Click (PPC) on February 8th, 2008 0 Comments

When running a PPC campaign, one of the balances you have to find is the one between the benefits that come with biding high for top positions, or bidding low to have your ad appear when users are browsing through the organic rankings.

Well with Yahoo, you can do both.

That’s right: one search, one SERP, two listings of your PPC ad.

YahooDoubleListings Yahoo Panama Discriminates Against the Little Guy With Double Ads

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Your PPC Campaign Needs Creativit-TEA

Posted by in Pay Per Click (PPC) on January 23rd, 2008 1 Comment

To our readers on the other side of the Atlantic, you must know by now that here in England, we drink an awful lot of tea. A cup of ‘Joe’ is what you’d get from your local coffee house, but over here we put time and effort into making a decent brew.

 Your PPC Campaign Needs Creativit TEA

We need it to create, implement and manage PPC campaigns. And as it turns out, making a good cuppa and setting up a PPC campaign are fairly similar…

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Why Facebook Ads are a Better Opportunity Now than Adwords in 2000

Posted by in Pay Per Click (PPC), Search Marketing (SEO), Social Media & Online PR on November 28th, 2007 8 Comments

There are many social media sites and networks out there which allow users to gather, create content, and interact in ways that evolve every day.

Remember when communications and advertising went only one way? These days have changed, and we are now part of a two-way communication in which marketers and advertisers can promote their message but also monitor the response and engagment from the community. But the (incomparable) success of Google, and specifically its advertising scheme, has led social networks to replicate the basic model of ‘pay per click’.

Not only because this business model works and offers benefits for both advertisers and users, but also because of the growth of sites like Facebook and Bebo is now eating up shares of internet usage which traditionally was dominated by email providers and portals.

 Why Facebook Ads are a Better Opportunity Now than Adwords in 2000

Contrary to what you may think, this is not an essay on how online marketing is better than traditional advertising (although it is!) but instead a guide on how to target & advertise on the social media network Facebook. This should also explain why a Paid Search Marketer would be better suited to setup this ‘social media campaign’ than a traditional link baiter or social media guru.

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Why we love PPC landing pages…

Posted by in Pay Per Click (PPC), Search Marketing (SEO) on October 30th, 2007 0 Comments

How to improve your PPC campaigns using landing pages.

Are you struggling to convert visitors from your [tag]PPC [/tag]campaigns? Are you looking at ways in which you can increase conversion rates and sales? If you are then hopefully this article will set you on the right track.

With pay per click marketing now a key part of many search engine marketer’s promotional mix we have seen a dramatic rise in competition for the top sponsored slots in the search engines. This has resulted in higher bid prices meaning us marketers now have to work doubly as hard to ensure the campaigns we run are still generating a positive return on investment.

125588728 568ae1f0b4 m Why we love PPC landing pages…
Via Flickr

So what can we do to try and make the most form each visitor we drive to our site. The answer lies in creating highly targeted [tag]landing pages[/tag]. Read on

Don’t Pay for me, I’m Cheap!

Posted by in Pay Per Click (PPC), Search Marketing (SEO) on October 29th, 2007 2 Comments

This isn’t going to be one of the most informative posts of the [tag]Site Visibility[/tag] [tag]blog[/tag], but hopefully it will still interesting and amusing. Promise…

Kelvin and I were doing our usual monday morning Ego-Googling today – which is when you Google your name to find out what blogs/pages appear top 10- and found out something very strange… at least it would be if we weren’t in Marketing:

BidOnUs Don’t Pay for me, I’m Cheap!

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Google AdWord Accreditation: How to pass the test in Record Time

Posted by in Pay Per Click (PPC) on October 18th, 2007 12 Comments

     So it’s the month of October, and for most of us it is now the perfect time to pass your Google AdWord accreditation, as the Google accreditation year runs from October and you need 2 accredited professionals per agency in order to be eligible for the Google Adwords Professional Company accreditation. Without it you won’t be able to display their fancy logo your front page. Last month I blogged about how to revise for the test, as I found it hard to obtain information about the test from one source. People blogging about AdWords tend to focus on one aspect or functionality of the service, so my aim here is to give advice to PPC managers on how to pass the test. (“60% of the time, it works every time”, Brian Fontana, 2004)

 testquestion Google AdWord Accreditation: How to pass the test in Record Time

Grammar will give you some of the answers… (ctrl+scroll)

I graduated from University three months ago, and knew ever since I joined Site Visibility that I was going to go for the Google AdWord Accreditation in October. This gave me three months to get up to speed with AdWords and pass the test; if I did it, so can you!

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