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  1. What is SEM? Depends on Who You Ask

    SEM often uses pay-per-click (PPC), a bidding model that charges advertisers only when someone clicks on their ad (also referred to as cost-per-click, or CPC). CIO.com recognizes SEM as a combination of paid advertising, search engine optimized...

  2. 4 Keyword Strategies for Squeezing Performance From Broad Match

    From Product Ads, "(not provided)", data visualization, ad copy testing strategy, to broad match strategies – my conversations at ClickZ Live New York were varied (and at times brain busting). But this can be extended to other searchers looking to...

  3. Improve PPC Performance Now: How to Take Advantage of Seasonality

    The ad and landing page copy was a direct match. Matching your ad copy and landing pages to the current season is a simple and effective way to boost click-through and conversion rates. Your ad won't be just another boring message in a sea of...

  4. 26 Free Must-Have Tools for PPC Success

    I was doing in-house PPC at the time, and we actually hired an intern to update ad copy for us, it was that arduous to do manually. This is a simple, yet often overlooked, way to streamline tracking of ad copy and landing page tests.

  5. Stimulate Your Search Marketing Creativity With the Random Input Technique

    We've tried all the ad angles we can think of, and we're still not making progress. We can identify our prospects' wants and needs, survey our competition, tweak and test ads and copy, and iteratively and ploddingly improve our creative and our...

  6. Google Display Ads on Mobile Devices: How to Avoid the Erroneous Clicks of Children

    There are a few factors that may cause unqualified traffic, such as mobile devices, campaign targeting, ad copy – but ultimately, I blame the children (but we’ll get to them in a minute). Just when you think you have the Google Display Network (GDN...

  7. 3 PPC Power Plays: Monday Mornings, Luxury Hotels & Online Education

    Device specific ad copy Device-Specific Ad Copy One of the interesting findings when comparing the top ads across devices was PC users respond to "at-home" in ad copy, whereas mobile users respond more to calls to actions "enroll now" and "learn more.

  8. How E-Comm Retailers Can Rock it With Inventory Campaigns

    You can play around by using different portions of your feed to generate effective ad copy – and there is a lot of room for testing. The opposite is also true – if a new product emerges in the feed, a new ad group will automatically be created for...

  9. Click to Call, Cross-Device Conversions Deliver AdWords Revenue Lift for 1-800-Flowers

    If someone is searching for roses for the upcoming Valentine's holiday and has a question about delivery to a business location, the customer can quickly search on Google, use the CTC extension on the ad copy and get the question answered before...

  10. 2 Essential Pivot Table Skills for Marketers: Summarizing Data and Calculated Fields

    We have two keywords in our ad group; a branded term and a generic term. This can happen when calculating CPA (ad spend/conversions), for instance, if you had no conversions (0). Without Calculated Fields, marketers have to copy and paste their...

  11. PPC Management Operations: The Ultimate Guide

    At this point in the campaign, it might be a good time to refine and test the ad copy. View this at the campaign level down to the ad group and keyword level. Review Ad Positions and Manage Bids For ecommerce, check ad spend and revenue.