Watching the Primary candidates experiment with digital marketing and social media has been a great source of entertainment for me over the past few months (got me through an entire season of no new Big Love episodes) so I was eager to read Click Z’s interview with Google’s Peter Greenberg about the candidates’ use of [...]
Google AdWords has begun beta testing a new feature called Automatic Matching that according to Google will “show your ads for additional relevant search queries based on the keywords, ad text, and landing pages in your ad groups.” You are automatically opted-into the feature and have to go into Campaign Settings in order to [...]
In marketing, like many things - it is easy to get into a routine, to narrowly focus your attention on one theme.
Despite the fact that there were a lot of us, our parents chose to focus on the single theme, names that start with ‘J’
This is especially true of pay-per-click. It is not uncommon to [...]
From a three day PPC seminar, you can learn the basics of how to build and manage a PPC campaign. You may even be exposed to advanced topics like A/B and multivariate testing. However, gleaning actionable tools and techniques for your own campaigns will likely require more than three days of classroom training if you [...]
When managing PPC campaigns, it can be easy to get bogged down in the day to day management of the accounts and overlook critical areas that impact the overall performance. Too often, we see complacency settle in as PPC accounts seem to run along smoothly - meeting the goals that were originally set at the [...]
Last week, I talked about using StumbleUpon to drive traffic to your site. This week, I’m going to touch on using paid advertising in StumbleUpon. Yep, that’s right, just like Facebook - you can pay for targeted traffic from a social media site.
Why do you want to pay? To put your landing page in front [...]
One of the biggest frustrations of running campaigns on search engines or other ad networks is the fact that the numbers just don’t add up. When logging into Google, you see the number of clicks. But, looking to your Web analytics for the number of clicks can be quite different.
Much has been written about [...]
Microsoft has been promoting their demographic targeting capabilities in AdCenter for well over a year now. They’ve produced a case study and a four step process to applying their demographic targeting.
Google came into the game late, but they also offer demographic bidding and reporting. But, how valuable is this new demographic bidding?
First, Google is being [...]
There are lots of tools out there to view recommendations, costs and inventory (Google) or view competitive information for free or free trial - just to name a few. But, the best place to start your keyword research is using your analytics to find out what your current visitors are searching for on your Web [...]
Creating successful pay-per-click campaigns is not rocket science. It just requires spending a little extra time and focusing a little extra effort to make your ad groups top performers.
The Basics:
1. Focused ad groups
2. Targeted, relevant keyword list
3. Well-written, interesting creatives
4. Tracking parameters
5. Negative keywords
6. Match type
For many marketers or business owners, managing pay-per-click campaigns is [...]
