Paid Search/Online Ads Archives : Page 2 of 25 : Bruce Clay BlogMarch 12, 2014
Moderator Greg Sterling drops a kernel of new info: if consumers have a negative map experience they’ll make that negative association with the brand. It’s important to make sure your brand’s data is right on maps and mobile.
Three presentations by three speakers at SMX West 2014 cover the growing use of mobile apps, how to best leverage a branded app and how to optimize an ad campaign for mobile devices.
Read more of SMX Liveblog: Capturing the Mobile Paid Lead.
March 11, 2014
This session is all about the future of online display advertising, or, as the SMX agenda puts it: “A landscape very different than today’s, and one that disrupts current advertiser practices and beliefs.”
Pre-session side muse observation: I’ve got to say, so far my first three hours at SMX West 2014 have been filled to the brim with talk of big change – from “paradigm shifts” to “revolutionizing” the way we collect and parse analytics data, it sure sounds a lot like the end of the world as we know it is upon us. As REM did back in 1987, I feel fine, but, man…. it’s worth reiterating that now is not a great time to be one of those marketers who are stuck in their ways; happy doing things the way they’ve always been done. The times they are a changin’ and, from what I’ve gleaned this morning, we’re at a major turning point where marketers have two options: take action or get left behind.
March 3, 2014
As paid search managers, we know that most visitors don’t convert on the first visit. In fact about 98% of people don’t convert upon first visit. Why does this happen? Why can’t people just pull the trigger on their first visit to your website? Members of your target audience begin by thinking about their general problem and they start running search queries through the search engines. As those folks get more educated, their search queries get smarter and more specific. Eventually, members of your audience are more aware of their options (you and your competitors) to solve their problem, and they start to make comparisons. At the end, your prospect knows what solution is a good fit for them or their company — and hopefully that’s you!
Sure, the purchase process isn’t always this clean, easy and linear. People hop back and forth between devices, channels and priorities on any given day, and this can be extremely challenging for SEM managers to monitor, manage, and optimize. This is where persuasion momentum comes in. Go ahead and embrace the fact that your audience may need to be touched 7-13 times before they will convert — and forge a plan to get your persuasion momentum rolling!
Learn How to Create Persuasion Momentum with SEM in our guest post from 3Q Digital’s Joe Kerschbaum.
February 28, 2014
In the daily world of paid search, the analyst or marketing agency makes sure that they are providing their client with opportunities of growth and most importantly ROI. Yet, what tools do advertisers consider useful for PPC management? Just recently, Larry Kim, CEO of WordStream. invited me to a live demo of their new PPC auditing tool, AdWords Performance Grader Plus. Now as an analyst that considers herself an enthusiast when it comes to performance metrics and elaborate charts, I was intrigued to know what has changed or improved in comparison to their former AdWords Grader. Plus, any tool that might help with supporting my original analysis in efforts of providing the best results for my clients is okay in my book!
Read on for the new features now available through the AdWords Performance Grader.
December 2, 2013
There are many useful Excel tips for PPC out there and even more general Excel help forums offering all sorts of suggestions for formulas, reference sites, etc. It’s all great stuff, but one of the things I’ve had trouble finding lots of info on is reporting templates for PPC.
For those savvy in Excel, it’s fairly easy to use the formulas and tips you find online to build yourself a clean and nice-looking report. Building out sheets for each variation and request and manipulating the data for each report, though? That’s a major time sink. But rather than pay a third party to make your reports for you, which costs lots of money and adds a potentially clumsy middleman, you can learn to do automated reports yourself and become the office hero.
Read more of Advanced Excel Tips for PPC Managers.
October 3, 2013
But, as all good things come to an end, we’re going to be wrapping up our conference coverage with a long-view look of paid search and online advertising. The session description hints at how many new considerations may increasingly affect advertising online.
“Paid search marketers have a lot of new things to consider:
- the impact of Google’s Enhanced campaigns,
- sophisticated new retargeting options,
- new ad formats and changes in results page layout,
- and paid inclusion in shopping search.
Join us for this PowerPoint-free discussion on how these significant developments will change PPC campaigns efficiency and effectiveness in the coming year.”
Read more of Conversation: Where’s Paid Search Going In 2014?
September 26, 2013
AdWords Campaign Experiments (ACE) have been around for a couple of years and (in my opinion) are one of the platform’s most under-used functions. They remain eternally in beta status and always seem like they might go away, but so far they’ve stuck around. If you aren’t using AdWords Campaign Experiments, you should be — specifically for ad text experiments. Discover how AdWords Campaign Experiments can help you.
September 25, 2013
The countdown to SMX East 2013 continues. The excitement is palpable at BCI — just three days until search marketing madness descends upon on New York City. As part of our SMX East 2013 Interview Series, we’ve been talking with speakers about hot topics on the SMX agenda. Today, the party continues with Elizabeth Marsten.
What’s in My SEM Toolbox will feature Marsten, Andrew Goodman and Frederick Vallaeys. The Tools Track session will explore tips on running, organizing and tracking paid search campaigns; why tools are a necessity, especially when you’re working with thousands of keywords; and the tools favorited by these distinguished speakers.
September 9, 2013
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.
September 4, 2013
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