Quality Score.
9 Most Misleading PPC Metrics
While impression share, time on site, average CPC, average position, conversion rate, CTR, first page bids, and quality scores are all important metrics, when looked at individually, they…
How to Create a Solid PPC Testing Hypothesis
Developing a good hypothesis should always be informed by some degree of knowledge, irrespective of any certainty around what the outcome may…
1 PPC Resolution You Must Make: Fix Your Quality Scores
It’s time to fix your quality scores. Many advertisers have hundreds, if not thousands, of keywords, so prioritizing optimization efforts is a…
A Comprehensive Guide to Understanding Quality Score & Tactics for Improvement
Too frequently, PPC managers associate bid strength with quality score or create loose and even mythological relationships. The truth: quality score is…
Branded vs. Non-Branded SEM
Whether a company should bid on their own brand name to fortify their search position is a subject of fierce debate. Here…
Testing Google’s Recommended Display Ramp-Up Strategy
Launching a new Google Display Network campaign and looking for a bang rather than a whimper? Google suggests you try launching with…
3 Ninja PPC Techniques to Help Retailers Get Ready for Cyber Monday
E-tail marketing is extremely complex and competitive. Margins are low, products are mostly standardized, and competitors are very aggressive. However, all hope…
Guidelines for Running a Successful Competitor Brand Name Campaign
Bidding on competitor based keywords is often a highly debated paid search strategy. While some may frown on it, there is plenty…
How Top vs. Side Position Impacts CPC, Traffic Volume
The top AdWords positions drive significantly more volume at a higher CTR. For the top three positions on average, clicks were $1…
Why Quality Score is One of the Least Important AdWords Metrics
Advertisers spend way too much time and energy trying tricks to increase their quality score in the hopes of reducing cost per…
Manage to PPC Success Metrics, But Don’t Lose Your Humanity
Absolutely manage to your success metrics: CTR, conversion rate, CPA, CPC, ROI and anything else that drives your business. However, don’t lose…
How to Conduct a PPC Audit in 5 Minutes
Got five minutes to spare? Learn how you can quickly and effecitely audit your PPC account against these five metrics to get…
Don’t Neglect Landing Page Analysis
We often look at effective search engine marketing as keywords, creatives, and landing pages. Too often, marketers neglect landing pages, which is…
How to Easily Get More Ad Traffic on Yahoo & Bing
A number of adCenter feature enhancements have recently launched to give more insight into lost impression opportunities. Below are some of the…
Google Sheds Light on AdWords Quality Score with Comparative Indicators
Google has just activated a feature in AdWords to save pay-per-click (PPC) advertisers' time diagnosing issues with their keyword quality score. Look…
5 PPC Account Optimization Tactics
Falling into the complacency of ongoing optimization with your search accounts can leave opportunity and money on the table. A close evaluation…
Pruning an Overgrown PPC Campaign
Whether its overgrown ad groups, sickly keywords, unproductive keywords, overgrown ad copy tests, or a particular product or service is failing to…
How to Focus Your PPC Analysis & Optimization
With wave after wave of insightful stats, a common hazard for PPC managers is losing site of the shore and getting lost…
How to Make PPC Count Without Conversion Tracking
Imagine for a second a PPC advertiser’s worst nightmare: You log into AdWords and your keywords, ads and campaigns all have zeros…
Get Your adCenter Search Marketing Campaign in Shape for 2012
Search advertisers who employ these popular tips that emerged from a series of workshops hosted by Yahoo over the past year will…
3 Keys to Optimizing Your PPC Campaign Structure
Campaign structure optimization is critical, but remains woefully undervalued. Let’s look at the three main areas you should focus on when creating…
Extreme Makeover – PPC Account Edition
Your PPC account is no different from a home. Sometimes you need to remodel and sometimes you’ll have to tear it down…
Make Sure You Don’t Get the Black Friday Blues
A last minute Black Friday checklist for search marketers: beat the Google AdWords holiday rush, keep a backup evergreen ad in each…
Why These Ads? Google Explains Ad Targeting, Allows Blocking
When you search a query in Google you will see in the top right corner of the ad "Why these ads?" This…
Advanced PPC Optimization Techniques for adCenter: Filtration and Quality Score Considerations
Understanding how adCenter filtration works is another tool in your optimization arsenal. Learn about keyword vs. parameter insertion; ad rotation nuances; how…
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