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Articles on PPC

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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  1. Click Fraud is a Small Problem in Search These Days

    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.

  2. Search Triggers: A Secret to More Powerful PPC Ads

    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.

  3. The Fallacy of Ad Testing

    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.

  4. A Strategy Map for Google Display Network Success

    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.

  5. 5 Important Points About Real-Time Bidding

    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.

  6. Yahoo Bing CPCs Up? Here’s How to Combat Them

    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.

  7. Quality Score Insights From Microsoft's Ping Jen

    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.

  8. 3 Reasons You Shouldn't Turn Off Paid Search

    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.

  9. eBay vs. PPC: Yes, Paid Ads Still Work

    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.

  10. Don't Hire Yoda to Run Your Search Marketing

    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.

  11. How to Estimate the Break-Even Point of Paid Search

    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.