Let's say that an ecommerce advertiser is using PPC to generate sales. So, the PPC manager who is trying to improve their quality score needs to increase CTR. The pursuit of high quality scores is frequently at odds with PPC results goals.
Beckman was recently talking to the CMO of a Fortune 500 company, and during an assessment of their online efforts found their strategies were all separated: they had one agency that ran PPC, another agency that ran SEO, a third agency that ran PR...
A few months ago Bing Ads shared insights from a study of over 250,000 unique PPC ads. Each ad copy variable is broken out by Ad Title and Ad Description (pictured below). Let's take Auto Insurance ad copy tactics for example.
Any strong PPC account manager will tell you that there is no "best" ad, just ads that are a little better than the ones that came before it. However, is this the best possible piece of ad copy that this advertiser could write for every consumer...
So which retailer did the best job this year of writing solid PPC ad copy and customizing their sitelink extensions to present offers that are seasonal and relevant to searchers? Which PPC Ad Won Mother's Day 2013?
Finding out what strategies your competitors are using in their PPC, and what strategies they have used in the past (also what worked or didn't work) will only help you more. One of those ways is by using competitive analysis and PPC to your...
Ad copy testing is one of the basic tenets of PPC advertising. Yet, a surprising number of PPC advertisers don’t take advantage of ad copy testing at all. The beauty of PPC is its granularity: best practices dictate small, tightly themed ad groups...
Will the optimizations focus on bids, ad copy, landing pages, conversion path, or all of the above? When mobile and tablet campaigns are required to be included with desktop, how will this impact results?
Insights on how a B2B MNC deploys multi-geographical and multi-language PPC in Asia Pacific. Enterprise PPC in Asia Pacific – a Client-Side Perspective - ClickZ.asia PPC Applying Big Data Insights to Ad Copy Strategy: Travel Edition – ClickZ
One Channel's new features also allow for increased opportunities to optimize your video PPC campaigns. Unless selected otherwise while setting up the ad, video playback for TrueView In-Search ads previously defaulted to the video Watch Page.
Once again, aleteia.org is taking to their PPC and really utilizing Pope Benedict's resignation to their benefit, and recently employed an ad for "pope benedict". As Pope Francis leads the Catholic Church, it will be interesting to investigate how...
Most PPC has been targeted at corporations, while franchises are groups of SMBs, each with their own budgets, desires, and targeting at the local level," said Steve Bridge, president and CFO of ElementsLocal.
No eBay PPC ad or SEO listing showed up. What I like most about digital marketing, and PPC specifically, is the constant evolution of the product and the amount of studies that are completed on the topic.
PPC allows you to update your ad text with sales, promotions and direct users to exactly where you want them to go. While eBay or other big brands may see minimal or negative returns, there are still many reasons to continue investing in PPC.
What is their total PPC spend per month? As a corrective action, Pottery Barn could then either stop bidding on such keywords or revise their ad copy and associated offers to better compel searchers to click through on their ads.
PPC Campaigns Research and use competitors’ PPC practices to glean insight into your audience. If your competition is spending a ton on PPC (pay-per-click), do you think they have more into organic optimization and conversion practice than you do?
Calls to action in PPC ads can often seem spammy, lazy – desperate even. Every single tome on the subject of copywriting will tell you that your ad copy requires a singular call to action – the idea that in order to make your copy more successful...
You need only monitor #enhancedcampaigns on Twitter to see the full spectrum of thoughts from opinionated PPC practitioners. Setting the phone number at the ad group level allows different phone numbers to be shown for different keywords.
Reporting and Analyzing PPC Campaigns Learn more PPC insider tips at SES New York 2013: The best way to handle that is to work on understanding your audience, creating a hypothesis about what resonates with that audience, and then using that...
When managing PPC campaigns, specific trends and statistics can be in direct conflict. As disturbing as this discrepancy may be, it can also help you gain deeper insights into your PPC campaigns. A random occurrence like this can happen on any...
