April 2012
1 post
“Sometimes a winning ad comes from a wholly new and creative approach. But just...”
March 2012
1 post
Profit by Impression : The real metric in PPC...
Profit by impression (PBI) and Profit by Click (PBC) are the best metrics to determine when split testing ad copy or landing pages. One can determine profit by impression/click numbers by individual line of an ad copy, by the entire ad copy, by landing page, etc.
When split testing, think about the actual goal: sales. By understanding how each line of an ad interacts with a landing page and...
February 2012
2 posts
What You Don't Know About SEO
First, experts generally agree that SEO firms are most worthwhile at the development stage of a website. For example, for $225 an hour, Kent will take a spin around your site, looking for the elements that will get you to the top of a search—clean URLs, site maps, heading tags, page titles. Ideally, he says, someone like him helps lay a solid, searchable foundation for a site as it’s...
The Rise of Social ROI
Algorithms and math can drive your marketing campaign to optimal performance, but it can’t create an interesting and compelling campaign for you. In other words, an algorithm could have found the best way to advertise the Old Spice campaign on Facebook, but it still needed some very creative people to come up with the concept and then execute it. One should view math and algorithmic...
January 2012
1 post
Remarketing Custom Combinations
Custom combinations allow you to use multiple GDN criteria to ensure that your ads are shown only to the exact visitors you want! Examples of possible custom combinations are people who:
* Visited a specific shopping cart page but not the purchase confirmation page, or * Visited any shopping cart page but not the purchase confirmation page, or * Visited any shopping cart page and the contact...
December 2011
1 post
Remarketing Tactics
Remarketing is great because the traffic quality is so much better than everything else on the content network. This mean that you can afford to raise your bids and show your ads even more often. From a users point of view this can mean that they see your advert everywhere they go on the web.
May 2011
1 post
Consideration on Display URL
The results of our eye tracking study and the other two tests show that display URLs are an important component of PPC ads. Modifying display URLs as a test poses a danger of reducing the branding value of a PPC ad by cluttering up the display of the domain name. However, the potential long-term benefit of acting upon a successful test can easily outweigh the short-term cost of a failed one....
April 2011
3 posts
1 tag
7 Google Quality Score PPC Myths
Quality score is actually calculated at three different levels. These are: the account level, the ad level and the keyword level. It’s useful to note Google’s new way of describing this now, which is “the CTR on the keyword and the matched ad”.
So, it’s actually now a combination of the keyword level and the specific ad we are considering showing. All this says to me is that the keyword CTR...
1 tag
Click-Throughs vs. Conversions
The data shows that keywords with three or greater words in them convert at least two times better. It’s also consistently better with additional keywords being added into the phrase. This means a better ROI for your program.
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Broad Match Modifiers
By simply adding a “+” to the beginning of any word in a keyword phrase, that word or its very close relatives becomes a required element in the user search string. BMM can be used on multiple words within a keyword phrase, and using BMM on all words in a phrase gets us back to good old broad match from 2004/early 2005.
March 2011
2 posts
1 tag
3 Simple Strategies For Organizing Your Match...
When you have two or more keywords that can be triggered in your AdWords account from a search query, Google tries to show the most restrictive option. The constraints go beyond just match type to include geography, time of day, etc.
However, Google does not always show exact match over phrase match and phrase match over broad match. They also look at ad rank (max CPC x Quality Score). If...
1 tag
31 Killer Writing AdWords Ads Tips
The most important part of your Google Adwords ad copy is the headline. A poor headline can make or break an adwords campaign and leave you way out of pocket. Five times as many people read the headline than they do the description lines and display URL, so unless your headline captures the browser, your adwords ad won’t get clicked on.