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Paid Search/Online Ads Archives : Page 2 of 25 : Bruce Clay Blog

September 9, 2013

Pay Per Click Optimization: Don’t Underestimate Assisted Conversions

funnel

Weeding out under-performing PPC keywords isn’t as straight-forward as it may seem; sometimes keywords that look like under-performers according to the stats are actually assisting highly valuable conversions. That’s why a critical component of pay per click optimization is identifying and using these keywords. Read on for further explanation of assisted conversions and how you can make the most of assist keywords.

Read more of Pay Per Click Optimization: Don’t Underestimate Assisted Conversions.




September 4, 2013

PPC Optimization: 5 AdWords Features to Strengthen your Campaign

In a recent Learn with Google webinar, Google highlighted five features in AdWords that allow you to examine your PPC campaign from all angles. Learn about the latest functionality within AdWords that allows you hone in on specific dates, or join forces with Google Analytics. Explore reports that give a bird’s eye view of your PPC landscape, allow you to scope out the competition or peruse your customers’ journey before converting.

All five AdWords features are integral to PPC optimization. Discover how to leverage each of them to the benefit of your PPC campaign, with critical insights from Google VIPs and BCI’s Senior SEM Analyst Michael Shore. Explore all the features, or click on a heading to jump around:

1. Time Period Comparisons
2. Top Movers Report
3. Auction Insights Report
4. Search Funnels
5. Google Analytics Columns

Read more of PPC Optimization: 5 AdWords Features to Strengthen your Campaign.




August 29, 2013

Speed Interviews with aimClear’s Internet Marketing Wonderteam Reveal PPC & Social Marketing Advice

aimClear office breakfast and wine

If you could have dinner with one person in marketing and have them answer all your questions, who would it be? My dream scenario came true when I visited the office of aimClear in Duluth, Minnesota, this month. And not to brag, but it was even better than the hypothetical.

In between admiring the internationally assembled fine art collection and sipping 98-point Pinots in the office — for breakfast! Oh the decadence! — I had a chance to glean Internet marketing advice from Marty, Annalise, Merry and Manny. In order to rebalance my Karma points, I’ve got to share some of this wisdom with the rest of the Internet. What follows are the results of a word association game played with the mental muscle at aimClear.

Read more of What Works on Search & Social? Speed Interviews with aimClear’s Internet Marketing Wonderteam




July 22, 2013

PPC Set-up Tips for Google AdWords Enhanced Campaigns

Setting up geo-targeting - Step 1

Today, July 22, 2013, Google AdWords accounts are being switched over to Enhanced Campaigns. This guest post by Rick Farago, Sr. Account Manager at PPC Associates, provides some guidance to those unfamiliar with the new feature set of Enhanced Campaigns. For more info on Enhanced Campaigns and why Google introduced them, check out insights from PPC specialists in our liveblog posts “PPC Best Practices in an Enhanced Campaign World” and “Enhancing AdWords for a Constantly Connected World.” Now, take it away, Rick.

Enhanced Campaigns, they are a-comin’. The pros and cons have been heavily discussed, so we’ll jump right to a few set-up tips that can help you get a jump on optimization.




July 3, 2013

A Beginner’s 4-Step Guide: Delicious PPC Tips for Small Businesses

PPC tips shade

Are you a small business owner who’s ready to delve into Pay-Per-Click (PPC) advertising? PPC for small businesses present unique challenges; typically, a small business’ PPC budget is on the smaller side, and therefore their accounts are sometimes best managed in-house rather than through an agency, where fees will most likely eat up too much of their budget.

When embarking on a PPC campaign, following these four basic guidelines will help you create and sustain a successful PPC campaign.

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June 11, 2013

PPC Best Practices in an Enhanced Campaign World #12B

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For the paid search crowd!

Prerequisites of Enhanced Campaigns: Mobile modifiers, location and time of day were only available at the campaign level upon first release. They are now also available at the ad group level. They are not available at the keyword level.

Isolate your top keywords in specific ad groups for editorial and bidding optimization purposes. Do this for the tier 1 and tier 2 campaigns at least since it’s a tedious process. You want one keyword per ad group. You can then test different ad copies.

Read more of PPC Best Practices in an Enhanced Campaign World #12B.




May 29, 2013

5 Techniques for Effective PPC Communication

technical guy looking at code

When conveying critical information about your PPC campaign to your client/supervisor, clarity is often lost in spreadsheets, strategic jargon, and mountains of statistics. As an SEM manager, it is your duty to aggregate data from numerous sources and craft a narrative so that executives who aren’t knee-deep in PPC every day have a solid comprehension of how your campaign is going.

Picture yourself as a medical professional. Doctors need to be able to convey complicated information in an easy-to-digest manner with a palatable delivery. After talking with your doctor, you should have a clear understanding of the problem, the solution, the next steps, and the expected outcome.

Ideally, if your doctor has a good bedside manner, you will come away with a sense of peace knowing that the person you trust has a handle on the situation and they are looking out for your best interests. You should approach communication within the SEM field in a similar manner.

Read more of 5 Techniques for Effective PPC Communication.




March 26, 2013

The Effectiveness Of Slightly Creepy Retargeting

Clowns

Recently, my extremely smart colleague Susan Waldes did an interview with Jessica on this blog and Susan made the following statement:

“Great remarketing ads are smart about providing gentle and compelling reminders while being mindful not to overdo the “creepy” factor and make users feel they are being stalked.”

Is Susan right? Absolutely. However, when everyone follows best practices, an opportunity exists for people to get extra notice by bending or “slightly breaking” the rules.

Instead of looking at retargeting ad as a series of identical shots attempting to influence the prospect to come back to the website and make a purchase, they should look at retargeting as an ongoing dialog over the course of 1-30 days to attempt to capture the notice of prospective purchasers in a slightly unorthodox way.

Read more of The Effectiveness Of Slightly Creepy Retargeting.




March 13, 2013

YouTube Words: Tying Your PPC Campaigns To YouTube #32C

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Purna Virji @punavirji heads search marketing for an e-commerce company. Why do we love YouTube? She plays a video of a news segment where a news guy is seeing a Texas rat snake and gets scared and jumps away. Everyone laughs, I scream (out loud…). There’s a myth that YouTube is a branding tool. Not […]




March 11, 2013

Enhancing AdWords for a Constantly Connected World #enhancedcampaigns

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Google Lead Product Manager Surojit Chatterjee is presenting, and starts with intros. When he asks people to raise their hand in response to questions, I see that the audience is made up of really experienced AdWords marketers, most with 5+ years experience. Consumer behavior has changed, even beyond search marketing. Enhanced Campaigns are going to […]




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