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Nov
30
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One of the most frustrating aspects for novice pay-per-click (PPC) marketers is the so-called ad quality score—a method search engines use to measure the relevancy of an ad for a particular keyword. The ad quality score affects the minimum bid price, position and display eligibility. Poor ads cost a lot more and are less likely to be displayed than highly relevant ones, giving advertisers a strong incentive to manage their ads responsibly.
Unfortunately, the exact way search engines measure this score has remained a secret. But a few months ago, Bill identified a set of patents that give us a detailed look under the hood at how these numbers might be computed.
Popularity: 80% [?]
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Nov
28
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If you read my last post on advanced keyword research, you probably thought that there was no way you could look deeper into your search visitors’ desires. Well, think again. I want to share a clever technique I’ve been using for several months now to drastically improve the conversion rates of some of my projects.
The technique I am going to present is useful for Pay-Per-Click (PPC) marketing like Google AdWords and Yahoo Search Marketing. As you will see, you can later leverage the results for your SEO efforts.
Popularity: 73% [?]
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Jul
2
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Picture this scenario:
Laura Martin has a mild headache. She knows she suffers from migraines, so she goes to her pharmacist. The pharmacist calls her doctor to get approval for a new refill of Imitrex, a migraine treatment medicine.
Paul Stevenson feels extremely tired. He is aware he suffers from type 1 diabetes. His body doesn't make enough insulin. He only needs another insulin shot to help the food he has eaten turn into energy and get his body back to work.
These patients know exactly what they need. They have health problems and they already know the solution.
Now consider this:
Ralph Fortin was hit on the head by a baseball. He's been having strong headaches. He doesn't suffer from anything, as far as he knows. He doesn't have a clue as to what might be wrong with his system. He goes to the doctor, explains what happened. The doctors gives him a check up and prescribes a pain killer.
Helen Willis was taking her usual morning walk. She's a very healthy person with no medical history. She gets dizzy, everything begins to spin, and she falls to the floor. She wakes up in an ambulance. The emergency doctor starts asking questions, but she doesn't have a clue how to respond, so he needs to perform further tests. It turns out that she forgot to eat breakfast.
These patients didn't have a clue as to what their problems were. They needed a solution to their problem.
What does this have to do with search? Good question.
Popularity: 9% [?]
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Jun
14
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In Yesterday's Search Day article: Are Bid Management Tools Dead?, Eric Enge, writes some interesting facts and conclusions he brought from SMX.
A solid strategy for your PPC campaigns will have the following elements:
- Use a bid management tool to manage the long tail of your campaign.
- Stay focused on your ad copy and your landing pages, because they can dramatically influence the cost and conversion rates of your campaigns.
- Take significant brand building terms and manage them separately
- Take significant "first visit search" keywords and manage them separately as well.
While I think it is no longer necessary to manage large lists of long tail keywords for PPC campaigns (thanks to broad matching options), I do see great value in bid optimizing tools on improving the ROI of your PPC campaigns.
Popularity: 8% [?]
