How To: Ppc

    • How to test (and perfect) nearly everything in PPC

      PPC (pay per click) is a key component of many online marketing campaigns. And while it can drive significant revenue, it’s also one of the most expensive ongoing costs in a campaign. Therefore, it’s key that you test your ads regularly, to make sure you aren’t letting any conversions slip through the cracks. Testing and optimizing is an important part of our job as digital marketers.

      Search Engine Landin Affiliate Paid Search SEO How To's- 18 readers -
    • Developing YOUR audience targeting strategy

      We all know that remarketing is a powerful tool for connecting (and reconnecting) with online audiences — especially those customers that come close to converting, then change their minds. But there is much more to remarketing than abandoned shopping cart visitors, which is why I’ve been saying for the last several years that every campaign could and should be an RLSA campaign.

      Search Engine Landin SEO Google- 13 readers -
  • Beginners’ guide to Bing Ads management

    … You’re in business to reach as many people in your target market as you can, right? That means you should explore a variety of marketing channels. One of those channels is Bing Ads. Bing often gets a bad rap because it’s viewed as “the other search engine.” That doesn’t mean that it doesn’t have any users, though. Currently, Bing takes about…

    John E Lincoln/ Search Engine Landin Paid Search SEO- 17 readers -
  • 7 tips for small manufacturers thinking about using AdWords

    In my 17 years as a B2B SEO and marketing consultant, I hadn’t really considered giving PPC a go until Google changed the layout for its search results to remove right-side ads on desktop and to increase the number of ads appearing above the organic results to as many as four. Suddenly, SEO became a whole different ball game, especially since I work with small manufacturers, ...

    Search Engine Land- 36 readers -
  • Should you create device-specific PPC campaigns?

    … with performance cadence changes listed above, it’s abundantly clear that searchers have different appetites, needs and patience depending on their device(s). Notwithstanding, the growth of voice search is changing searcher behavior on mobile devices, which requires a separate keyword set as well — a difficult feat to accomplish in combined…

    Search Engine Landin Paid Search SEO Google- 20 readers -
  • Uncover hidden potential in your paid search and shopping campaigns

    In search marketing, we’re always trying to get that little bit of extra performance out of our paid campaigns. But what do you do when you’ve optimized your bids, tested (and improved) your ad copy and refined your target URLs? To uncover the hidden potential in your campaigns, you need to identify and assess anomalies — those areas which perform well in general, but not in ...

    Search Engine Land- 16 readers -
  • How should your ad budget impact campaign building?

    … while maintaining spend levels at a point that generates the growth you need can be a headache. If you take away one point from this, it’s that search impression share may be the most ignored primary metric for most PPC managers who are up against a budget. Search impression share is the number of impressions your ads actually received, compared…

    Search Engine Landin SEO Google How To's- 34 readers -
  • 12 things successful PPC managers do in the morning

    … the campaign, ad group or keyword is nearing the “threshold of pain” — the edge of where we’re comfortable spending money on it — we then dig into Google Analytics to see if there are any assisted conversions happening. If everything looks blah, we go ahead and pause it. 9. Follow PPC channel performance Find out how PPC is stacking up against other…

    Pauline Jakober/ Search Engine Land- 27 readers -
  • Connecting Demographics To Search Queries

    … Advertising in search is often difficult to conceptualize for many brands because of how different the live auction and targeting methodology is compared with traditional media planning and buying. Media strategies are built on market research, which always includes target demographics or personas. Specialty channels like search — where…

    Search Engine Landin SEO Google- 14 readers -
  • Tips For Establishing A New Google AdWords Account

    Over the past year, I have launched many new Google paid search accounts. While the basic account structure and setup process have remained relatively consistent over the years, there have been a few recent changes that are worth mentioning. In this article, I will cover the basics of Google AdWords account setup and share some tips on recent market changes.

    Search Engine Land- 22 readers -
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