Does investment in paid search brand campaigns deliver incremental revenue? For this month’s post I thought I’d share a practical example of how you can use testing to validate the impact of your paid search campaigns.
This is aimed at client-side digital marketing teams and agency staff who are learning the paid search ropes and might not fully understand the interaction between SEO and PPC. Creative Testing For the Advanced Search Marketer, Part 1. In a search landscape where millions of keywords define intent, generating the most compelling creative can prove to be a daunting task.
Understanding your audience and formulating a message might be easy, but packaging up that message within the narrow limits of a 130 character creative can be a challenge. For paid search programs both big and small, creative optimization remains one of the single most impactful strategies for increasing traffic, lowering costs and acquiring more revenue. To optimize creative, search marketers rely on testing. Continuously generating, analyzing and iterating on new creative delivers incremental improvements in keyword-to-creative relevancy. Furthermore, testing helps marketers discover more compelling creative messaging to increase visitor engagement with the conversion funnel after the click.
But more importantly, compelling creative promotes higher conversion rates and more revenue. Select An Appropriate Test Limit Opportunity Cost. 10 Great Adwords Options For Boosting Conversions. PPC Optimization Process. Brand Ad Cannibalism: A Tale Of Two Tests. Should companies pay for ads on their brand name? There are plenty of good reasons to do so regardless of the ROI, but those keenly interested in ROI and vexed by the concept of paying for traffic on their trademarks still ask the question. We’ve done some research on this topic that we’ll share below. Guide: Google AdWords 'See All Keywords' Feature. I'd like to discuss one of Pay Per Click's most underused tools, the "See All Keywords" feature from Google AdWords.
This feature was previously known as the "Search Query Report" in older versions of the Google AdWords interface, and does exactly as its name suggests... shows advertisers all queries that have triggered their ads. Relevancy is, without a doubt, the most important element of all online marketing. I can't stress this enough. Getting one's marketing message in front of a select group of individuals whom actually welcome it, and at a time and place that is acceptable by them, is absolutely key to any successful online marketing strategy.
Also key, is getting that high quality exposure at the best possible price. Today, I'd like to discuss one of Pay Per Click's most underused tools, the "See All Keywords" feature from Google AdWords. Untitled. Google's display network can bring you tremendous amounts of clicks and conversions if used correctly.
If it is not used correctly, you can quickly spend mass amounts of money and have nothing to show for it. A couple of years ago, I wrote an article on how to manage the display network so you can spend most of your money on sites that are bringing in quality traffic. This is a quick graphic of the workflow that I still use today. The Discovery Campaign is one of your lower daily budgets, and its goal is to find good placements where you want to spend more money.The Placements Campaign is one of your higher budgets as it only contains sites that are helping you reach your overall goals.
6 Actionable Ways to Use PPC and SEO Data to Improve Overall Results and Focus. SEO is better!
No, PPC is better! Yes, for many years there has been the debate around SEO (search engine optimization) vs. Time Management Tips For In-House Search Engine Marketing. If there’s one complaint that is universal for in-house search marketing managers, it’s that there just isn’t enough time or resources to get everything done.
And usually, this complaint is valid; rare is the case of over staffing for search marketing. Often, one person may handle SEO as well as paid search and hey, for fun, they do the social media too. A feeling of being overwhelmed will certainly befall any search marketer at some point in their career, so here are some tips to accept the things you can’t change and focus on what’s important for search marketing success. First Things First: Make Money. 5 Filters Everybody Should Use In Their AdWords Account. It's the dream. To be able to log into AdWords and instantly find the changes you need to make. Use Symbols in PPC Ads for an 89% Boost in Conversions. This is a guest post by Chad Summerhill, author of the blog PPC Prospector, provider of free PPC tools and PPC tutorials, and in-house AdWords Specialist at Moving Solutions, Inc.
(UPack.com and MoveBuilder.com). How many PPC blog posts do you read in a week? How many do you actually take action on? I’m guilty of reading a lot and acting too little. MicroData & Retail Products: Not Ready For Primetime? If you are in the search engine business, the functionality in the Microdata specification sponsored by Google, Yahoo and Bing is a very attractive way to theoretically improve search results.
Enterprise search engines are well-versed with named entity extraction tools and techniques, which is how this information has been generated in the past decade. The major search engines are essentially telling content providers that if they name all their entities in their content, they can do a better job of extracting meaning from them to help improve search results. This is a win-win proposition, right? Maybe! Other similar initiatives known as the Semantic Web and RDFa have not made much inroads in the mindshare of business owners yet. Adwords Conversion Funnels & Attribution Models: Can They Work Together? First click.
Last click. Linear. Reverse decay. Linear reverse decay…everyone accepts that attribution is a necessary consideration in analytics, but no one seems to be able to crack the code. There are countless ways to attribute revenue, yet the major analytics systems stick with the traditional last entry. The reality is that we, they, you, I, don’t know the right answer. 3 Simple Alternatives To Attribution Modeling For Search Marketers. In the recent articles Why Search Marketers Are The Future Media Planners and How to Maximize SEM Efforts with Search Retargeting, we discussed how search marketers are ideally positioned to own a larger portion of the total media budget because the skills needed to buy display media are becoming more and more quantitative, just like SEM.
Techniques like site retargeting and search retargeting are often the starting point for a search marketer to break into this space as they are the most familiar, and the common metrics used in search (CTR, CPA, CPC) are valid for this type of display too. However, the smart search marketer will soon start to ask questions about the interplay between search and display and see that a more holistic approach offers greater insight. When adding display to the mix for the first time, clients’ frequently want to understand: 5 Steps to Improve your AdWords Account in 5 Minutes. Your AdWords account isn't delivering, but you don't have time to sit down and tackle the problem.
Sound familiar? Follow this 5 step guide to optimize your AdWords account and improve PPC performance in just 5 minutes. Step 1: Define Your PPC Objectives Sounds obvious, but take time to define exactly what you need to achieve with your pay per click campaigns. Do you have a respectable volume of conversions and an enviable conversion rate, but a lack of traffic? How to Get Search Volume Data Straight into Excel [Mozcon Debrief] PPC and SEO Work Better Together. The industry continuously talks about how Paid and Organic Search work better when in market together.
It’s no secret, when you have 2 listings you own more real estate or “shelf space”, but what is the degree of this impact and is it significant enough to require investment in one, when you have a reasonable presence in the other? Google published its own recent research and presented interesting results across a variety of large brands and industries, including the finding that when both are present on a results page: conversions increase and revenue per visitor is higher.
Additionally, Paid Search is the guaranteed way for a brand to emerge (with a reasonably competitive rank) for generic searches when Organic Search typically cannot, due to lack of meaningful content. Google’s research (found in Google AgencyLand) shows the importance of non-brand throughout the search process as a large part (~50%) of the research phase happens on non-brand terms throughout the search cycle. What’s In a Good PPC Report? Whether you’re an in-house or agency PPC professional, chances are you’ll need to provide regular reports on campaign performance. There is usually a lot of talk on SEM news sites and forums about the type of data available from the PPC engines; the metrics seem nearly endless. Stats are available on CTR, CPC, conversion rate, conversion rate by position, data by network (display vs. search vs. retargeting vs. social PPC, etc.), Google Analytics or other web analytics data... The list goes on. But few people seem to discuss how and what data should be presented.
Numbers Need Context Unfortunately, too many PPC reports just regurgitate a bunch of numbers from AdWords, adCenter, and web analytics. What PPC Practitioners Should Know About Robots.txt Files. Advanced Negative Strategies For Improved Paid Search Performance: Part II. As discussed last month, negative keywords are an extremely important part of any top performing paid search program.
Announcing the AdWords Performance Grader: A Fast & Free PPC Audit. Today we're announcing the release of our new AdWords Performance Grader, a free tool that grades your AdWords account performance by analyzing several key performance indicators (including Quality Score, Account Activity, Click-Through Rate, and Impression Share) and comparing your results against those of other AdWords advertisers with similar monthly budgets.
3 Google Tools That Can Help Boost AdWords Campaign Performance. Fact: Google spoils us when it comes to free tools to optimize our search campaigns. Over the past few years, they’ve released a ton of really useful products that allow us to mine for keywords, auto-bid our campaigns, test ad copy and more. My Top 10 Insights From 10 Years In Search. I recently reached my nine year anniversary in the search industry, which means I’m now on my tenth year in SEM. I started buying keywords on Overture with a company I wasn’t even doing marketing for, which got me into some early e-commerce activity, and then to the agency world. It definitely feels like a marriage…there have been some good times, some bad times.
Some amazing times, and some really down in the dumps times. Mobile Analytics: Tracking Click-to-Call Mobile Ad Campaigns. SNM-Acquisio-Advanced-PPC-Bidding-Strategies.pdf (application/pdf Object) The One Metric You Need To Optimize Across Paid & Organic Search. 7 Reasons Why Nixing Branded Keywords Is Not The Fix For CPC Inflation. “If your friend jumped off a bridge, would you do it too?” While this classic parenting question is cliché, it makes a good point. And it’s one that search marketers could also learn from. Google Instant Preview: A Game-Changer For Landing Pages. Last month, Google turned on Instant Previews for Ads. Now, a little magnifying glass appears next to each search ad, which the user can click on to see a preview of the landing page for the ad. Why Google AdWords Quality Score Is Your Friend. How To Stay A Step Ahead Of Your Hungriest PPC Competitors.
There’s an old story of two hikers who come across a hungry-looking bear in their path. The first hiker starts running for his life. The second hiker stops, sits down on a rock, takes off his heavy hiking boots off, reaches into his backpack and pulls out a pair of running shoes. The first hiker yells back at him, “What the heck are you doing? Put optimization ideas to the test—run AdWords Campaign Experiments in your Opportunities tab. How To & When To Use Google Ad Extensions: Phone & Local Extensions. 5 Easy Landing Page Tests. Quality Score Tracking Tool: An Interview With TenScores Founder Chris Thunder. DuckDuckGo. Search Marketing Tips For Yandex, Russia’s Top Search Engine. Does Your Local Mobile Search Strategy Suck?