Archive for the ‘Pay Per Click (PPC)’ Category
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:
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)
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!
There’s lots of things out there that would make my life as a search engine marketer much easier. So if there was a SEO lamp with a genie inside there are a couple of problems which I’d ask him to sort out for me.
Anything in the world including the secret to the Google Algo and you want a tin of beer and a lolly? – via here & here.
Though if I only had one wish, I’d probably ask if the Google Keyword Tool could be combined with their Adwords Keyword Traffic Estimator.
In the UK the keyword tools are pretty unreliable. We’ve experimented with them all and Google’s various free tools seem the most accurate, but my life would be so much easier if I was able to use the keyword suggestion aspect on the normal tool with the statistical output of the traffic estimator.
The green bars just don’t cut the mustard, the chances are even a laymen could tell you if a keyword has lots, some or no search volume, so numerical figures form the traffic estimator would add killer functionality their keyword tool.
It got me thinking what some of my other SEO types would wish for from the [tag]SEO Genie[/tag], so I’m here by tagging
[tag]Patrick Altoft[/tag] from http://blog.seoptimise.com/
[tag]Matt Jones[/tag] from http://bloggingfingers.com/
[tag]Nick Wilsdon[/tag] from http://www.e3internet.com/greenhouse/nick/
[tag]Julie Joyce[/tag] from http://www.seo-chicks.com
[tag]Maki[/tag] from http://www.doshdosh.com
For their opinion…
If you are an SEM agency with a large amount of clients, you probably know just how important your Pay Per Click team are.
However some large companies rely heavily on bid management software to try and make their team’s time go further, but that’s a mistake; PPC campaigns need to be optimised and monitored regularly, therefore good PPC managers need to be trained to understand exactly how Google Adwords thinks, acts, and communicates. Knowing the tools that give your clients great ROI is more important than thinking, ” oh, i’ ll just delegate this task to an automated program”.
Well that’s not the way we work here at Site Vis, there is a place for bid management software, but not at the expense of a human touch.
In a few weeks, I will be taking my Google AdWords accreditation test. You know, the one that allows you to call yourself a ‘Google Adwords Professional’ (I love titles!) and place the Google accreditation logo on your website. I therefore wanted to share some tips & tricks on how I’ve revised for this test, and how to start thinking like Google when it comes to answering questions that can sometimes be very ambiguous…
Don’t revise too much though! via flickr
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: