Archive for the ‘Pay Per Click (PPC)’ Category
Our American readers might not know but, Northern Rock the UK’s fifth largest mortgage lender has found themselves in a bit of bother in the last week. Simplifying the story; [tag]Northern Rock[/tag]‘s business model relied upon cheap credit which dried up after the sub-prime problems stateside and paniced savers started withdrawing all their money from the bank making their problems even worse.
I thought a topical story like this would be a perfect opportunity to see how Google’s [tag]Universal Search[/tag] was working. And fair play to the Big G they featured some good news stories and blog coverage nicely integrated within their results.
What I hadn’t expected to really expected to see was [tag]PPC[/tag] advertisers taking advantage of the situation. The PPC adverts were full of affiliates, as you would expect, but at the bottom of page one an online publisher was advertising their news coverage.
At Site Visibility we love the Yahoo/Overture [tag]Keyword tool[/tag], it might not have the functionality of some of it’s paid for relatives; but when it comes to UK specific data it has been hard to beat. Despite this I think it’s time we put the tool out of its misery and let it die the graceful death it deserves.
This one should fit you perfectly mister overture – via flickr
Unreliable – You don’t want to have to schedule your [tag]keyword research[/tag] around the down time of a tool. Whenever I fire up the tool I’ve got my fingers crossed that it is working; the problems happen that often. I know you shouldn’t be over-reliant on a free tool, we have backup options in place, but it is just plain annoying how frequently the tool is slow or offline.
There’s a real knack to creating great [tag]PPC[/tag] [tag]ad copy[/tag] and it’s an unappreciated art, though there’s a few lessons [tag]copywriters[/tag] could learn from the lonely heart pages of their favourite newspaper.
Last of the big spenders – via flickr
Those few characters have to work really hard to convey why the visitor should click your ad rather than the plethora of other options, so it’s important to get them right.
For the third edition of ‘What is SEO? a guide for beginners’, we will have a look at how PPC campaigns come to life and discuss their advantages over more traditional advertising methods. I believe PPC is a good place for a trainee SEO to start as it gives them knowledge of how search engines find information, whilst keeping that marketing side of the brain working.
First, let’s explain what PPC actually is: When a search is undertaken on search engine, there will usually be 2 kinds of results (all you PPC experts thinking “wait a minute…”: bear with me, we were all beginners once). There are the natural results which are the ones you are familiar with, and then there are sponsored results which appear on the right hand side of the screen; effectively they are advertising messages (Not everyone knows that these results are sponsored, even though it is written underneath). These ads operate on a [tag]Pay Per Click[/tag] basis, meaning that you (the advertiser) only pay when a user clicks your advertisement instead of every time it is displayed.
The more you know about your customers’ intent the easier it is to tailor your [tag]landing pages[/tag]. If you know exactly what the searcher is hoping to achieve helping them do that becomes a breeze.
When you are creating a [tag]PPC campaign[/tag] you should be building [tag]pre-qualifying[/tag] your customers via the structure of your campaign.
Try and point them in the right direction – via flickr
There’s a number of different ways you might want to segment your [tag]keywords[/tag] based on their implicit intent but here’s four we use quite often.
There are lots of interesting starter guides, books and podcasts out there to help anyone starting out in internet marketing. They’ve helped me learn, but I thought it would be interesting to share my thoughts as I learn the ropes. Here, I explain the differences between push and pull advertising, which illustrate the differences between traditional and online marketing.
Over the years, I have developed an absolute passion for advertising and marketing techniques, but as an individual I am very aware of when I am being marketed to, and normally I do not like it. I like to think I am in control of my own purchasing decisions, and am not being influenced by anyone else but me; I believe many consumers feel this way too. We have gone through decades of over-advertising which I believe contributed to the success of the Internet and the increased amounts of time spent online by consumers. Here is why I would like to talk a bit more about Push and Pull advertising. Push advertising operates in traditional media such as billboards, magazines, cinema and television (except for red button advertising) and consists of the advertiser pushing a message onto you in order to influence you next time you go to the supermarket or high street. It could be done by sticking a silly song in your head or adding comedy value to your brand, but in any case, push advertising is becoming less effective:
Hundred’s of interesting Search engine marketing blog posts are written everyday, covering the most sophisticated and advanced techniques all the way down to the essentials.
However there seems to be a lack of helpful posts covering one of the most fundamental creative processes in a search marketing strategy – [tag]keyword research[/tag].
must think of more longtail terms – via flickr
You have to get inside the head of your potential customers, by understanding how they might search for your company, you can understand what key phrase you need to target. It will dictate your tactics and enable you to monitor your improvement.
There are lots of clever [tag]keyword tools[/tag] out there that can help automate the process of selecting keywords but very few can match the ingenuity of the human mind.
Whenever we are choosing keywords for our clients after we’ve exhausted our keyword tools, we always carry-out these steps to make sure there are no lucrative keywords we’ve missed.