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

The Adwords Quirk That Can Ruin Reports

Posted by in Pay Per Click (PPC) on August 7th, 2008 6 Comments

Pay Per Click (PPC) advertising is marketed as the best possible way of measuring your return on investment , you cannot question this. Where else can you see exactly where people have come from how much they paid to get there and what they done (bought something , contacted you etc). They key to establishing your ROI is with reporting.
The Google Adwords reporting tool is a huge asset to PPC management and is not bettered by any other PPC advertising programme (in my opinion). However I’ve noticed that when taking data from a scheduled report whether it be daily weekly or monthly that the date that is generated is not always factual.

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How to do Negative Keyword Research (Part 2)

Posted by in Pay Per Click (PPC) on August 5th, 2008 1 Comment

After having explained why negative keywords are so important to a campaign, and how to do negative keyword research, this post will review how to add and optimize your negative keywords to be as precise as possible with your targeting. There are more advanced things you can do with negatives, and some ways you can research them not only based on the keyword tools’ estimations (ie average search volumes) but through the clicks you actually get on your ads:

 How to do Negative Keyword Research (Part 2)

“Photo: Bernat Casero

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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?

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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.

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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