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The latest stories about paid search advertising and pay-per-click (PPC) ad platforms, including guides to improve your ROI from online marketing campaigns.
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Click fraud still occurs in paid search, and at some level always will. However, the engines do a solid job at monitoring the problem. The issue for search marketers is to ensure the metrics don't go out of whack from a normal level of variance.
Most people don't search for a solution to their problem until something triggers them to do something about whatever pain or longing they've been suffering. By understanding these common search triggers, you can make your paid search ads stand out.
Paul Feng from Google AdWords made a few key announcements during Hero Conf this week in Austin, Texas. In addition to Google's news, leaders in pay-per-click marketing shared top tips on topics from retargeting, to product ads, to PPC abroad.
Ad copy testing is one of the staples of good SEM agencies. "Test and test often" is a bit of wisdom you'll hear over and over in the field. But do you know exactly what you're testing? Can you really trust the results? In most cases, no, you can't.
The Google Display Network can generate great results. However, with so much impression inventory, it’s also possible to generate a lot of spend with a poor ROI. Don't crash and burn! Here's how to establish a solid campaign structure foundation.
AdWords is the logical first choice for paid search advertisers for its superior impressions and click-through rates. However, YBN’s advantages – lower CPCs and CPMs and less competition for ad position – offer a ripe, incremental opportunity.
Real-time bidding (RTB) extends the bidding process that makes SEM so efficient to the display world. It allows marketers to target users by buying display banners available in ad exchanges in real time. Here are five critical points about RTB.
When Google AdWords ceases to be a Wonka-esque mystery machine and instead matures into a transparent pipe through which messages travel from merchant to market, what’s at the ends of the pipe will become far more important than the pipe itself.
Average position is the most misleading and least helpful metric in AdWords. Clients and stakeholders must understand ROI, not position, is the most important PPC metric. Here's why you should wean yourself and your clients off average position.
If you want to include a phone number in your AdWords ad, you'll need to use the call extensions feature. Starting in April, Google will begin disapproving any ads that include telephone numbers in the ad text, according to a recent policy update.
If you’ve noticed CPCs going up in Yahoo Bing, you’re not alone. Yahoo Bing made some subtle changes to its cascading bidding structure last year, putting it more in line with Google. Here's how marketers can keep costs in line and efficiency up.
What is the difference between Bing Ads vs. Google AdWords quality score? Jen explains, and also offers his advice about recent vs. historical performance, using exact match as your baseline, and how to improve landing page relevance.
With the popularity of AdWords, advertisers can struggle to find other channels that are manageable and effective. These SES New York sessions will show you how to break out of this mold and dive into hot new PPC options – or improve your ROI.
There may be quality reasons why you don’t need PPC for everything your business does. It isn’t the silver bullet for all business problems, but there is value in many cases. Here are three reasons to consider before killing a paid search campaign.
An eBay study on the effectiveness of paid search advertising claims that brand keyword ads provide no short-term benefits and negative return on investment (on average). Our jury of PPC experts had plenty to say about this hotly debated topic.
Your goal as a marketer in high-stakes situations is to reduce the perceived risk of “worse.” To offer the best escape route to the fearful. One of the best ways to do this is to be the anti-Yoda, to offer fully the commitment-free concept of “try.
Is there a correlation between a price of a product or service and its CPC? Do keywords associated with high-priced products cost more? Use these break-even points to help determine the favorability of a successful investment in paid search.
Pharmacies made impressive use of the flu outbreak, the public attempted to diagnose themselves whether it was for the flu or otherwise, and 12 months made a huge difference in the amount of results encompassing winter-related illnesses.
One easy mistake to make when managing your Google Shopping Product Listing Ads (PLA) campaign is to allow too much overlap between your All Products ad group and your other ad groups. Here's how to prevent this issue from hurting your campaign.
One of the core tactics of PPC campaign optimization is search term analysis. Learn how to locate your raw search term data and group it together to focus your analysis, add relevant keywords, and ensure you're more likely to generate positive ROI.
