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. It covered more than 300 million ad impressions over a 30-day period in the travel industry. The results demonstrated how including 23 keyword variables could...
Keywords and match types has become more complicated over the years, yet its mastery is also critical to PPC advertising success. Some PPC managers will do this as exact search queries they find, or as themes of terms they find or both.
Advertisers that focus their PPC efforts can gain in the rankings relative to other competitors, as was demonstrated in 2012 by new, smaller and lesser-known brands as well as by many larger household name brands.
We had an issue where people were Googling the brand and clicking on the PPC ad to login to their account, which was wasted PPC spend. Until recently, after the visitor signed up for a free account, I didn't focus any of my paid search efforts on...
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...
The content that will be created can be utilized and repurposed for SEO, PPC and content marketing. Additionally, this whitepaper can be used behind gated lead forms via PPC campaigns. Well, if you know how often a typical SEO/PPC lead is going...
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?
How-to Test Drive GeoFlow using PPC Data in Excel 2013 Further slicing is available, for example we can see which ad groups the clicks by city are coming from by checking the “Ad group” box under Range (see image below).
Consider these five new features that will have advertisers and PPC managers excited about the progress. Now individual sitelinks can be created and then assigned to ad groups, the “override” at the ad group level offers the ability to mix and...
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...
In addition, tracing the trajectory of the story from one member of the target audience to another is a great indicator of where to buy PPC and other forms of advertising to further amplify the message(s) and incrementally expand its reach.
I recall back a few years ago to a local client that we had been working with primarily for PPC across three of their companies. R.M.traditional full service Ad Agency) In this past few weeks my company has met with several potential clients and...
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...
If you're using PPC to generate leads (as opposed to asking your visitors to pull out their wallets on the spot), the landing page is the fulcrum of your efforts; it's where you convert cold prospects into warm leads.
PPC for B2B on LinkedIn, Twitter, and Facebook – ClickZAs we move into social media, the additional targeting options available within LinkedIn and Facebook can provide benefits that search marketing alone can't deliver.
Because Bing was so different from AdWords, it required lots of different processes, additional learning was required, and unfortunately time is the biggest constraint on PPC teams. So Bing has suffered terribly and hasn't received their fair share...
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?
The trick in adapting an ad to a specific situation is to generalize the emotions caused by the situation. Not one ad is making the slightest effort to engage prospects where they are right now (and at a Google-estimated $16.16 per click, that's an...
