Paid Search Advertising (PPC)

Mike Fleming

Yeah, But...It's So Easy to Run PPC Campaigns

We hear this going through business owners' and marketing executives' minds a lot when presenting the idea of managing their PPC campaigns for them. Many of them seem to have a fear of allowing someone outside of their organization (or maybe even someone on the inside) to take over control of something they may feel they already have control over. This is an understandable feeling, especially if their campaigns are making a profit.They most likely feel that since they've built something that's working, why risk having someone else mess it up? Combine this with the fact that PPC platforms have...

Mike Fleming

Get a Sense of How Your PPC Ad Compares to Your Competitor's

You've written what you perceive to be a good ad (or let's hope you wouldn't have written it). But, what you perceive doesn't matter. It doesn't matter to the search engine (Google in this example), and it doesn't matter to the searchers. What matters is what the searchers think of your ad compared to the motivation that sparked their search, in relation to all of the options in the results they have to choose from.But, this information isn't readily available to you. Sure, you can see what your click-through rate (CTR) is, but you have almost no idea if it's...

Mike Fleming

2,000 Words of Insight from Only 2 PPC Competitive Metrics

When managing PPC campaigns (or any marketing campaigns for that matter), analyzing, testing and adjusting given information about your competitors can be extremely helpful and necessary. Knowing what they may be doing better and/or what you may be doing better, when they're spending their money, what's working and not working for them, etc. can give you strategic advantages that can help you make profitable adjustments.Here are two metrics trended over the last 6 months for the top 5 advertisers (for Impression Share) on a keyword. These were found in the Auction Insights report in an AdWords account. Following these charts,...

Mike Fleming

Redeeming Customers that Bypassed Your Search Results

First, I'll state the obvious... You do search engine marketing because 80% of web activity starts with a search.  You know the more you can appear in front of your target audience based on the search query they perform, the more customers you will acquire (assuming your company and website do their jobs).You also know the higher you rank for those search queries, the more you will show up, as searchers typically aren't patient enough or don't have the time to deep dive with search engine results.  Even if you are the best solution out there, if you don't show...

Mike Moran

Using Google Strategies for Facebook Ads

Everyone has been watching Facebook to see if it can monetize its enormous traffic to become a going business. And the focal point of that monetization effort is advertising, just like Google's. And you've probably read about Facebook ads, or perhaps even tried them yourself. And maybe you've decided that they just don't work. You might be right, but it could also be that you are trying to use Facebook ads the same way you use Google ads, when you ought to be doing something very different....

Mike Fleming

Things Your PPC Manager Shouldn't Say

When it comes to online marketing, I see and hear about way too many companies that don't take the paid traffic channel seriously enough. They either don't do it (huge mistake), or they do a less-than-professional job of it. Maybe they do it in-house. Or, they have an agency do it, but one that doesn't have a dedicated paid traffic specialist. While Google, Bing and others continuously refine their systems to make campaign management "easier" than ever, many changes that are made to make management "easier" come at the sacrifice of ROI.  Also, there are strategies that professionals use that...

Mike Fleming

Going Beyond Yourself to Optimize Online Messaging

I recently answered a question on LinkedIn with an ultra-cool strategy that we've recently implemented for our client's PPC ads that you may be able to benefit from.  Here's the question and my answer....

Mike Moran

How to protect your trademark online

In the quaint old offline world, things move slowly. If you have a good name for your business or your product, you know exactly what to do. You do a trademark search to make sure that no one else is using the name (at least within your industry), you add a the trademark symbol™ to your name, and if you really want to go the extra mile, you register your trademark so you can use the registered trademark symbol®. It was so simple back then, wasn't it? But it's a brave new online world now, and you have to worry about all...

Stoney deGeyter

Q&A: With Online Marketing, Should I Start with SEO or PPC?

Got questions about SEO and PPC? We've got answers!

Stoney deGeyter

Why Your PPC Campaigns are Like the Stock Market and Careful Management of Your 'Portfolio' Matters

In my experience, SEO often translates into better ROI than PPC! But the primary difference is that PPC is far more trackable than SEO. PPC analytics can give you amazing flexibility into your campaigns and insight into your conversions that just isn't available with SEO.

Mike Fleming

Paid Search is Customer Service, Not Advertising

What I'm about to tell you will totally revolutionize your PPC campaigns and make you A LOT more money.  It's simple, but not well known and not widely practiced.  Most of your competition isn't doing it.  This is why you should be.  Really, I should not be telling you this.  I should really keep it to myself.  Maybe I'll just write about organizing your campaigns or how you shouldn't run search and content ads in the same campaign.  Been there, done that.  Shoot.  Then again, it should be ok.  Most of you will follow the principle anyway, so I should...

Mike Fleming

PPC News - Advertisers Can No Longer Hide Behind the Click

Until now, the only information a user had on a search results page to decide where to click was the 135 characters in the ads.  This led to many advertisers getting away with bad post-click marketing as long as they wrote great ads.  Not any more.  Advertisers can no longer hide behind the click. Now, users can hover over an ad and see a preview of the landing page with snippets of real text to see how closely it relates to what they're looking for....

Mike Fleming

Dynamic Keyword Research - Don't Optimize Campaigns on Sinking Sand

Marketing on the web is demand-driven.  Searchers are looking for answers.  The best way to dominate the game is to become the best answer to their questions. This is why it's important to do dynamic keyword research instead of static keyword research.  It's also why you don't copy and paste the same ads into all of your ad groups talking about yourself and what makes you great....

Mike Fleming

PPC News - +1, Call Metrics and Smartphones

In an effort to improve relevance on the web, Google is utilizing searcher's relationships.  A new button in search results enables signed-in searchers to get recommendations on search results pages and websites from the people they are connected to through their Google profiles.  Google is saying it won't affect how quality score is calculated.  But, it does affect quality score because if the recommendations improve CTR, then your quality score improves....

Mike Moran

Why you should treat PPC like SEO

I've been working on search engine technology since the 1980s, so there wasn't anything about organic search (SEO) that I did not pick up fairly quickly. But paid search (PPC) was another thing entirely. At first, I was flabbergasted that anyone would even want to click on a paid search result, but after a while I had to admit that those results weren't that bad. I even click on them, too. But over the years, paid search has changed a lot. In fact, I am starting to think that PPC has changed so much that you are better off approaching...

Mike Fleming

Paid Search News - Take More Control of Your Advertising

The latest news to keep you ahead of the competition in managing your paid search advertising......

Mike Moran

Are you overlooking paid search optimization?

It's yesterday's news. It's no longer sexy. It is less about inspiration than perspiration. I'm talking about paid search. If you remember the exciting days at the turn of this century when paid search was the hottest game in town, times have certainly changed. Paid search is now a normal, boring part of almost everyone's digital marketing program, but have we become so anesthetized to its presence that we've overlooked what we need to do to really make paid search work? I have to admit that I haven't been paying a whole lot of attention to paid search either, but...

Mike Fleming

Telling the Story of Your PPC Ad Tests With Time

Chad Summerhill wrote a nice post recently about something you should be doing if you manage your own PPC account and something you should be showing your clients if you manage accounts for others - visual statistically significant ad test results by time period.  Check out the "how-to" in that post....

Stoney deGeyter

15 Questions That Will Change The Way You Think About SEO Forever (Q's 11-15)

As much as the title is vastly overstated, these questions will at the very least help you ponder SEO in a way you hadn't pondered before. At least that's my theory.

Mike Fleming

PPC News and Notes - Twitter's New Ad Platform

Although in beta and only open to VIP advertisers that are invited, Twitter has finally released their ad platform called Promoted Tweets.  The general format is that you can use tweets you've created or that have been retweeted by someone else as "ads" that are promoted in certain environments.  The way the ads are served are analogous to both search and contextual advertising in AdWords, where you pick keywords that are searched on to have your tweet shown or it is matched to a stream of tweets given the contextual nature that you choose in your account.  You pay on...

Mike Moran

Are you keeping up with paid search trademark policies?

There are some topics in search marketing that you can revisit every couple of years and write about all over again, because they never stop changing. Paid search trademark policies is one of those, because search engines never stop toying with their policies, which are often influenced by changes in case law within the various countries in which the search engines operate. If you use paid search just within the U.S., you need to know U.S. policies, but if you operate in other countries, you've got a lot more to keep up with....

Mike Fleming

Using Paid Search Campaigns Correctly to Build Your Online Business

Last week, we talked about PPC trick #1 to building your online business for the long-term - using keywords correctly.  This week, let's talk about another "trick of the trade" that will also help on the way to this goal.As the number of targeting options for PPC increases, so do the creative ways in which you can organize your campaigns to get the maximum effectiveness out of them.  As I mentioned last week, for example, you can create a "fishing" campaign and a "bucket" campaign in order to separately control budgeting, bidding and other targeting options to focus your efforts...

Mike Fleming

Using Paid Search Keywords Correctly to Build Your Online Business

In my last post, I shared using a fishing metaphor to talk about stepping your PPC game up to the point where you know how to use it to build your online business for the long haul.  So, let's start looking at some of the "tricks of the trade" to do just that....

Mike Fleming

PPC Advertiser News - 1/31/11

Apparently, Google is going to start putting Description Line 1 of a typical PPC ad in the headline of the Top 3 ads positions as long as the line ends with a punctuation mark.  If they roll this out, it's likely that competition for top position ads will grow and it will also affect ad copy strategies.  It is not recommended that you merge the headline and description line as there will be a dash placed between the two in the first line of the ad....

Mike Fleming

PPC for a Day or For a Lifetime?

One of the great things about PPC advertising is its immediacy.  You can start running ads right now and see almost instantaneous results; whether good, bad or just ok.  But, the trap that we don't want to fall into when running our accounts is limiting our thinking just to what can be gained right now.  The fact is, PPC is a great way to help build all areas of your online business long-term.  And with the continuous expansion of features and avenues being offered in this channel today, the possibilities continue to grow....

Stoney deGeyter

Can't Afford SEO? Can't Afford NOT to SEO!

One of the questions that I keep hearing from small business owners every year is this: How can a small business like me afford SEO/SEM? It's a fair question coming from budget-conscious business owners. Not everybody can afford SEO. But, nobody can afford NOT to SEO.

Mike Moran

My CEO does not believe in paid search

At a recent Webinar on search marketing, I received a plaintive question from a participant. She had listened carefully to all my advice, but practically wailed into the phone, "My CEO does not believe in paid search. What can I do?" If you've run into this situation, you needn't be as worried about it as she was. The first thing for us to do is to take away the mystique of paid search, or any marketing tactic, for that matter. There is no need for your CEO to "believe" in paid search. Paid search is a business idea, not a...

Stoney deGeyter

What Can Brick and Mortar Teach You About SEO?

Operating an online business has a lot of advantages over brick and mortar shops. But, contrary to what many believe, being online is not the holy grail of business success. Brick and mortar stores have been successful, to varying degrees, for millennia. Comparatively, the web is barely a twinkly in Al Gore's eye.

Stoney deGeyter

Is Your SEO Chasing Algorithms or Chasing Analytics?

As an SEO, I understand the need to keep up with what's going on with the major search engines as a prerequisite to being able to perform solid optimization strategies. However, there is a point where you start getting diminishing returns from chasing every nuance in the search engine algorithms vs. building a solid, well-optimized website that performs well for both search engines and visitors coming through search.

Stoney deGeyter

Why You Need To Invest More In Your SEO Campaign NOW.

Online marketing is no Little League game. This is the Big Leagues. Whether it's SEO, PPC, or Social Media, you can't play T-ball when you are trying to compete in the Majors. If you're lucky, holding back on your online marketing investments can prevent you from building up the momentum you need to overcome your competition. If you're not lucky, it's gonna cost you a lot more money to fix it later than to do it right to begin with... right NOW.

Mike Fleming

Testing What the Competition is Missing in Your PPC Ads

There's a lot more leverage in writing and testing great ads than a lot of the activities that PPC managers can spend their time on.  For those using AdWords, testing is the answer to almost everything.  But, testing works better if you're able to test things that matter. People get caught testing things like switching lines around or replacing colons with semicolons and they end up creating basically similar ads. In this episode of PPC Rockstars, David and Howie explained the coined "Checkmate Method" to their listeners that focuses in on a more intense way to write and test your...

Mike Fleming

Discover Proven Money-Making Results for PPC Text Ads...Guaranteed

I've started powering through David Szetela and Joe Kerschbaum's new PPC book called Pay-Per-Click Search Engine Marketing: An Hour a Day and I really like this PDF they made available online to their readers.  Although it's about classified ads, you can pull direct correlations to apply to your PPC text ads when advertising on search engines.  Really, search engine results pages (SERPs) are just like classified ads except the page is digital instead of paper....

Mike Fleming

Double Your Paid Search Clicks Without Raising Your Budget

The keyword phrases to use for your PPC account aren't always obvious.  A key to great ROI and customer loyalty is to have customers think that you're the only viable solution to their problem at a given time.  Therefore, the challenge in keyword research is not coming up with keywords.  That's the easy part.  You just scan the website and use the product names and there you go...a keyword list.The challenge is in exploiting markets that become successful that competitors may not have thought of.  That's why it's important to always be practicing keyword discovery and exploring phrases that might...

Stoney deGeyter

Google Instant Isn't Instant Gratification

Over the past few days, I've been playing around with Google Instant and reading a lot about it. There is a pretty broad range of opinion, and I've been drawing some of my own conclusions. Will Google Instant change the face of SEO or PPC? Will it save us time searching? Will people adopt or reject it? Anybody offering opinions on these questions is merely speculating. I've got my own speculations, and I'll share them here.

Mike Fleming

Smart Web Business Decisions Made Easier

Here is an absolutely delightful new little (but really huge!) feature in Google Analytics that should make anyone interested in improving their web business results smile from ear to ear.  It's called Weighted Sort.The problem:You want to find out how your keywords are performing for a particular metric, say bounce rate, because you want to improve the relevance of the visitors to your site.  You jump into analytics to take a look at the Keyword Report, click on the bounce rate heading to sort bounce rates from worst to best, and you find this......

Mike Fleming

Google Improves Control of PPC Exposure With Modified Broad Match

If you manage a PPC account, you know that for several years now AdWords has had three match types: exact, phrase, and broad.  You also know what they mean and how your keywords are matched to search queries.  Up until a couple of years ago, broad match meant that the keywords in your phrase were matched to queries that had all of your words in any order. Then, broad match became "expanded broad match" where Google's algorithm was given free reign to decide if search queries were a close enough match in search intent to show your ad.  Many of...

Mike Fleming

PPC Testing Made Easier with AdWords Campaign Experiments

If you take your PPC campaigns seriously (why wouldn't you?), you're always testing.  Always.  It's the only way to accomplish long-term growth and gain insights that will translate into all of your other marketing channels.  One problem that has been inherent since the beginning of PPC is the inability to do true A/B split-testing with variables like keywords, bids, ad text, ad groups, match types, dynamic keyword insertion, etc....

Mike Fleming

Take Your Online Business to New Heights With the Display Network - Part 5

Google's Display Network has two types of targeting options.  The first, automatic placements, we've talked about already.  This is where you create keyword-themed ad groups and Google makes your ads eligible to appear on web pages whose content theme matches the theme of the keywords in your ad group.  Now, we'll talk about the second - managed placements....

Mike Fleming

Take Your Online Business to New Heights with the Display Network - Part 4

Now that you've created your keyword-themed ad groups and masterfully rolled out your display ads for those ad groups, your ads are running and collecting impressions, clicks and conversions.  The next step is to allow a fair amount of data to collect so that you can then analyze how different sites are performing for you....

Mike Fleming

Take Your Online Business to New Heights with the Display Network - Part 3

Now that you've chosen your keywords to create ad group themes, you want to have ads that will move targeted users from whatever they're doing online to being aware and interested in your product or service. Remember, since the Display Network operates by completely different rules and the users are in a completely different state of mind, the ads should be different than Search Network ads. ...

Mike Fleming

Take Your Online Business to New Heights with the Display Network - Part 2

Man, getting traffic can be so easy.... and dangerous to your bottom line. The truth is, there is an art and science to getting traffic just like any other vocation. It takes skill and knowledge to be successful. So, when it comes to utilizing the Display Network, you need to gather the knowledge that is going to enable you to use the tool correctly to accomplish your goals....

Mike Fleming

Take Your Online Business to New Heights with the Display Network - Intro

If you are only using the Search Network of Google AdWords to reach customers for your website, you are limiting your online advertising reach big time.  On the Search Network, your ads only show when people are looking for what you offer, which is typically in the later stages of the shopping funnel.  But, that's a very small sample compared to the number of targeted online users that could benefit from your products or services.  With the Display Network option in your AdWords account, you can reach a much larger group of internet users who could receive the benefits of...

Mike Fleming

Use Ad Testing to Help Reach Your PPC Marketing Goals - Part 3

First, we took a look at types of ads that you can test and then we look at how to analyze the results of your tests and set up new ones.  But, one more thing we must know is when to consider a test complete and ready to be analyzed. If you consider a test complete before you have statistically significant results that prove with great confidence that what you observe is actually true, you may find yourself making conclusions that simply are not.  Therefore, you need to know when you have enough data for this to be the case....

Mike Fleming

Use Ad Testing to Help Reach Your PPC Marketing Goals - Part 2

OK, so you get this previous post about ad testing and you set up some tests... now what?  How do you measure the results?  One of the cool features of AdWords is the ability to make a report to observe almost anything about your account.  In the case of measuring ad performance, you can create an (that's right, you guessed it) Ad Performance Report.  ...

Sage Lewis

Paid Search Is Taking Over The World

Paid Search has quickly become the most important component of online advertising, and in 2010 this segment will account for $29.8 billion, up by 16.5% over 2009 totals on a constant currency basis....

Mike Fleming

Use Ad Testing to Help Reach Your PPC Marketing Goals

Once a PPC account is set up and running, a good account manager is always looking for ways to improve results to better reach the account's marketing goals.  One such way is to test different types of ad messages to gain insights into what attracts your industry's customers to your products/services so that you can better understand and communicate with them....

Mike Fleming

Using AdWords Bidding Options to Spend PPC Dollars More Intelligently

The guide for what bidding options to use in your PPC campaigns is the same for any other option - your marketing goals.  What are you trying to accomplish with this campaign? Once you figure that out, then knowing the options available and which goals that fit well will help you more intelligently reach those goals....

Mike Fleming

Using Account Organization to Spend PPC Dollars More Effectively - Part 2

In my last post, we took a look at a good reason for an account manager to make separate campaigns in an AdWords account.  If you have a similar product with different profit margins and total profit, then you want to control how much you're spending on each.  In this post, we'll explore more of the reasons to separate campaigns....

Mike Fleming

Using Account Organization to Spend PPC Dollars More Intelligently - Part 1

Most of the PPC accounts I look at do not take advantage of all of the different options that AdWords offers to organize your account for maximum success.  Most of them simply organize their campaigns based upon keywords.  They'll separate keywords into separate campaigns just because they're different keywords.  Or, they'll keep all different kinds of keywords for all different kinds of products with all different kinds of marketing goals in the same campaign.  But, AdWords has given us the flexibility to have much more control over how we are spending our money so that every dollar can be maximized....

Stoney deGeyter

How to Optimize Your PPC Campaign to Profit From Every Click (Advanced)

Every sale you make is worth more than the cost of the products or services charged in that one transaction. The question is, from now until death, how many customers come back for repeat orders, how often, how much do they spend, how how does that affect your PPC campaign?

Stoney deGeyter

How to Optimize Your PPC Campaign to Profit From Every Click (For Beginners)

Proper set-up and management of your PPC campaigns is vitally important to ensure you have a profitable and high ROI PPC campaign. Without effective bid management and ongoing testing of ads and landing pages the campaign will soon be nothing more than an expensive traffic delivery method.

Mike Fleming

Stop Wasting PPC Clicks and Start Saving $$$ - Part 2

Once again, we've eliminated more wasted clicks from the mix.  Therefore, we should see our conversion rate and cost per conversion metrics in these ad groups improve as we continue to focus on getting only the most relevant visitors to our website and more intelligently spending our precious PPC budget....

Mike Fleming

Funneling PPC Money Into the Right Keyword Markets

There's a big temptation that PPC managers need to stay away from, especially when first building an account.  The temptation is assumption. (And yes, we all know what happens when....)  If you assume, you can waste a lot of time building out a campaign that you will just have to spend MORE time fixing later....

Garry Przyklenk

Google AdWords Search Funnels: 3 essential reports you should scrutinize

Back in March, Google launched a new AdWords reporting feature called AdWords Search Funnel.  This long awaited reporting feature provides valuable insights into search user behavior with respect to conversions attributed to paid search campaigns, ad groups and keywords.  If you use all of these reports, that's great, but I'm guessing you already have a tough time keeping up with the standard AdWords interface and changing quality scores.  So instead of going through all the reports, I'm going to focus on three absolutely essential reports you should be scrutinizing: assisted conversions, top paths, and time lag reports....

Mike Fleming

Stop Wasting PPC Clicks and Start Saving $$$ Now

If you have a PPC account, as you read this you are paying for wasted clicks.  Visitors that aren't really interested in what you offer are coming to your website and you're paying for them.  Isn't that frustrating to know?  The bad news is that the nature of PPC won't enable you to ever totally eliminate this from happening....

Mike Fleming

Scouting Keywords That Will Become Your All-Star Players

What's my favorite keyword research tool out there?  Google's?  WordTracker? WordStream?  Actually, none of them.  The best keyword research tool is a broad match keyword in a PPC account. ...

Sage Lewis

Google Giving Small Businesses a Cheap Advertising Option

Google is doing a test in the Houston market that is allowing small businesses to affordably stand out from their competition. Watch this video to learn how you could benefit from this....

Scott Buresh

Search Engine Optimization and Paid Search: What Should Your Philosophy Be?

As a search engine marketing company, we are often asked by clients and prospects if there's a basic philosophy when it comes to organic search engine optimization and paid search advertising. Without a hard look at your company's goals and unique situation, there really isn't a concrete answer to these questions.

Charles Lumpkin

Beginning with Paid Search

Sure we all want to dive right into keywords, but perhaps you should start your SEO strategy with research using paid search techniques. In this video, Charles Lumpkin tells you why and how....

Charles Lumpkin

I Love Me Some Bing

Microsoft Bing has proven to be a valuable resource for paid search advertising. In this video, Charles Lumpkin talks about why you should begin your paid search efforts using Bing....

Charles Lumpkin

Basic SEO: Common Landing Page Test Types

So you're giving the search engines money to get paid search traffic, but do you have good converting landing pages for the people when they get there? How do you know? Watch this video as Charles Lumpkin shares how to measurably improve your landing pages' conversion rate today....

Mike Moran

Are you ready for Bing?

No, I haven't been living under a rock. (Who does that, anyway?) I know Bing has been out for months. That's not what you need to be ready for. You need to be ready for approval of the Yahoo! deal with Bing, because once that happens, everything you've been doing with Yahoo! will change. And if you haven't been doing anything with Yahoo!, you might want to change that, too....

Sage Lewis

Digg CPC Ads

Digg is rolling out a beta program of a new ad platform. The ads will appear along with submitted content, except they will clearly be marked as sponsored advertising. The more an ad is voted up, the lower cost-per-click (CPC) the ad will enjoy. The more the ad is buried, the higher CPC....

Paul Jahn

Google AdWords Trying Out an Opportunities Tab

On Sunday, I went into AdWords to do a little keyword research. You've seen their keyword tool before. You just go into the campaign, click on the Tools button and you've got the keyword tool right up top. This didn't happen to me Sunday. In fact, I didn't see the Tools button at all. Sitting here confused, it took me quite a few seconds to recognize something I've never seen before, an Opportunities tab.

Sage Lewis

Give Bing Some Money Love

Search Engine Roundtable gave some interesting advice on upping your budget over at Bing/Adcenter....

Sage Lewis

Search Plus Display Is One Hot Combo

SearchEngineWatch.com reports on some comScore data that show the power of using search and display advertising together. Check out the video for some other interesting finds....

Sage Lewis

Google Updates U.S. Ad Text Trademark Policy

Starting June 15 we are all probably going to see a lot more Google Ads containing trademarks. Watch this video to learn how these changes will effect you....

Diana Adams

Helpful Help For AdWords Keyboard Junkies

In my last post I introduced some of the new features in the AdWords (beta) Interface. I said in that post that I'd come back and discuss more, this time focusing on the Help interface which as I said previously is surprisingly helpful....

Mike Moran

The battle over search between merchants and affiliates

A couple of years ago, I wrote about the "Search Engine Tug of War" between merchants and affiliates, and the basics haven't changed much since I wrote that article. But more and more companies running affiliate marketing programs are changing their policies on paid search. Recently, the granddaddy of all affiliate marketing programs, Amazon Associates, announced that they are curtailing some of their practices on paid search....

Diana Adams

AdWords (beta) Interface

What do you think? Upon my initial overview, I can say I like it. My apologies to those of you who got here when I accidentally posted before I was ready with this introduction. There are so many aspects to explore with beta layout that I think this is going to take several posts to cover all of them. I'm going to start out with with the Charts / Graphs element as it is so new and wonderful....

Scott Allen

Search Engine Strategies New York - Small Business Case Studies

Live blogging coverage of SES NY session: "Small Business Case Studies".

Scott Allen

Search Engine Strategies New York - Search on a Dime

Live blogging coverage of the SES NY session: "Search on a Dime".

Stoney deGeyter

Dominating Your SEO Competition Through Competitive Knowledge

Knowing who your competitors are and what kind of time and monetary investment they are making into their online marketing is nearly as essential as implementing your own marketing strategy. If you have a good idea of what you're up against can make better decisions about where and how to invest your own time and money. You will also have a decent indicator of how quickly you might be able to see results from your efforts.

Mike Moran

Does cleaning out cookies stop personalization?

Many marketers are asking me about personalized marketing, which you should expect to see more and more of in the next few years. We've already seen behavioral targeting in display ads and personalized search, and we'll see more personalized advertising emerge. But are we marketers just assuming that users will allow all this personalized marketing in? What if they clean their cookies regularly? Will that prevent those users from being exposed to personalized ads?...

Diana Adams

Can I Create a Great PPC Program For You?

We regularly get email something similar to this: I'm just one guy running my business. I want a great PPC program and I heard you can cater to someone like me. Can you help me? I typically respond to questions like this very carefully because there isn't a simple yes/no answer. I don't want to provide false hope because yes, I do create great PPC programs, but much of the success is going to depend heavily on the website. Let's look at a few things relevant to the campaigns first....

Diana Adams

How To Create a Negative Keyword List

Last week's Top 10 ways to save money with PPC was a bit tongue in cheek, but I hope you came away with the the very solid point I was making. Negative keywords are the best way to save money on unwanted clicks. When you're after the lowest cost per conversion (as most ecommerce websites would be, right?) you watch where your ad spend is going very carefully....

Diana Adams

Top Ten Ways To Save Money With Paid Ad Campaigns

Over the previous weeks I have made a deliberate point of talking about important it is to use Keyword negatives to save money in your paid ad campaigns. I thought I would put together a quick lists of these top ten ways for saving money.

Jennifer Laycock

Maximize Your Paid Search Budget with Better Ads

With the holiday shopping season already in full gear online, paid search prices are going to be going up. After all, more competition equals higher prices. That means you'll need to make sure every ad you create has the best shot at landing you a conversion. To do that, you really need to understand how to write great ads.

Scott Buresh

The Evolution of Online Advertising Technology - More Targeting, Less Privacy (Part Two)

Even with the cookie-type behavioral advertising technology, there was a way for users to prevent these ads from targeting them. They could set their machines not to accept any cookies at all by setting their browser security setting to high. This solved the privacy issue, although many websites would (intentionally or not) render improperly with this setting on.

Diana Adams

Where Do You Set AdWords Match Types?

If you read my last post where I asked "Can You Make Sense Of Match Types," you learned about the four different match types: Broad match, "Phrase match", [Exact match] and -Negative match. We discussed how knowing the match types is only one part of using them. It's equally important that you know where to go to set and how to tell Google that you want to use a match type other than broad match....

Jennifer Laycock

Leverage Information from Google to Lower the Cost of Your PPC Bids

One of the nice things about Google's somewhat complicated paid search advertising system is that as time passes, they give advertisers more and more information about their campaigns. While it takes time to learn how to read and interpret this information, doing so can go a long way toward helping you maximize your campaign performance while minimizing the amount of money you spend on it.

Mike Moran

Economy Down and Google Up

As we hear optimists tell us not to worry, it won't be as bad as the Great Depression, it seems clear that we're looking at very difficult economic times worldwide. And, as veteran marketers know, any economic downturn means lower advertising expenditures. And so, Google announced a huge gain (what?!) in revenue last week. What's going on here?...

Diana Adams

Can You Make Sense Of Match Types?

We've previously looked at Paid Search Advertising Roadmap, Paid Search Rules and Alphabet Soup and PPC. Now let's start looking at keyword matching. How well do you understand match types?...

Manoj Jasra

'How To' White Paper on Mobile Advertising

Bango today published a practical, 'how to' white paper on mobile advertising for agencies and digital marketers who want to move into mobile but need some help. The "Mobile advertising for newbies" white paper provides hints and tips on running mobile advertising campaigns and analyzes the approach and results of three real campaigns....

Diane Aull

Pay per Click Marketing - SBM Unleashed

Pay per click (PPC) is a wonderful compliment to organic search engine optimization. But even big organizations sometimes miss basic elements of running an efficient and effective PPC campaign. Christine Churchill covers the essentials you need to know to get started with PPC without breaking the bank....

Ross Dunn

10 Tips to Improve Ad Quality Score - Notes from SES San Jose

Last week I was fortunate to enjoy the tutelage and company of some talented web marketers at the Search Engine Strategies conference in San Jose. After attending the informative session "Ads in a Quality Score World" I decided to compile the 10 top tips I noted from the presenters on improving and managing quality score....

Scott Allen

Conversion Optimization Part of Internet Marketing? If Not, It Should Be!

I'll be willing to bet that when you hear internet marketing related terms like SEO, SEM, PPC, etc, you don't think of conversion optimization. And vice versa, when you hear talk of e-commerce conversion improvements, you may not think of internet marketing. If you do, then bravo!...you're ahead of the pack. If not, that's ok, but you may want to read on for some reasons why you should be integrating them.

Diana Adams

SEM Boot Camp - Alphabet Soup and PPC

If you're new to working with PPC, you may be like every other newbie in the world and be confused by the jargon often used. PPC, CPC, CTR, DKI ... It doesn't take long to figure it all out, but in the beginning it would have been nice to have someone lay out the soup for me, so I thought I'd lay it out for you. The obvious ones are: PPC = Pay Per Click; CPC = Cost Per Click; CTR = Click Through Rate; and lastly and maybe not so obvious, DKI = Dynamic Keyword Insertion.

Sage Lewis

C-Levelers Go Online, Google Up, Get Cashback for Searching

C-Level people are spending more time on line. Historically consumers of traditional media, C-Level people are now incorporating online media into their daily routine. Comscore data is out and it shows Google going up, up, up and Yahoo going down, down, down. No surprise there. Microsoft is now less than 10% share of the US market. New York Times reports online search ads are faring better than expensive display ads. Search ads are considered cheap and effective. Microsoft is now willing to pay you for searching with their Cashback from Live search. Google Sites now available to everyone....

Diana Adams

SEM Boot Camp - Paid Search Rules

In my last post I identified where paid ads display on the different search networks. This time I thought I'd create a brief outline of what the ads themselves actually look like, and explain some of the basic 'rules' associated with each search network....

Jennifer Laycock

Google Offers Stronger Conversion Tracking via AdWords

If you are a Google AdWords advertiser and rely on Google's conversion feature to help you figure out your campaign budgets, you'll be interested to learn more about some conversion tracking features they put into place last month. John over at PPC Hero has a nice write up on the features and how you can apply them.

Diana Adams

SEM Boot Camp - Paid Search Advertising Roadmap

Many people do know what PPC advertising is, and where paid advertising is displayed, but my experience at a recent conference reminded me that this isn't always the case. So I decided a great first entry for me at Search Engine Guide would be a Boot Camp style article explaining exactly what paid search advertising looks like .

Jennifer Laycock

Win a Free Pass to PPC Summit

If you've been looking for a way to improve your paid search campaigns, it might not be a bad idea to check out the upcoming PPC Summit events in San Francisco and Los Angeles. In fact, if you're willing to submit your favorite SEO tip by May 8th, you'll have a shot at winning a free pass to one of the shows.

David Wallace

SBM Unleashed: Paid Search Advertising

While pay per click advertising can be a quick and easy way to drive traffic to your web site, it can also be a quick and easy way to drain your bank account. Christine Churchill, President of KeyRelevance reveals how to get the most bang for your buck from each of the major paid search engines by choosing the right keywords, writing relevant ads and optimizing your landing pages. She will share the simple tweaks you can make to dramatically cut your average cost per click while increasing your sales so you have the best chance against companies with much...

Jennifer Laycock

Paid Search Advice That's 75 Years Old

Yes, you read that right. Seventy-five years ago a team of brilliant marketing professionals offered up the type of advice you can use to get more out of your paid search campaigns. They may not have known sites like Google and Yahoo would pop up decades later, but the concepts and techniques they used and taught are timeless. Alan Rimm-Kaufman takes a look at this advice and how you can apply it in his Paid Search column at Search Engine Land today.

Jennifer Laycock

Use Custom Tags to Track Your MSN and Yahoo PPC Campaigns

If you're using the free Google Analytics as your stats solution, you probably already know that AdWords integrates into Google Analytics pretty seamlessly. If you're running campaigns on Yahoo or MSN, it takes a little more effort. Lucky for you, the folks at The Adventures of PPC Hero have created handy primers on how to get things rolling.

Jennifer Laycock

Jennifer Slegg Makes the Case for Prices in Your PPC Ads

If you run an ecommerce site selling products that can also be found elsewhere, putting your price in your paid search ad could go a long way toward improving your conversion rates. That's the point Jennifer Slegg makes in a post on pay per click conversion rates and ROI at her blog today. Jennifer reminds readers that while many companies spend their time focusing on driving clicks, they would be better served looking at ROI and considering how the information in their ad impacts both click through rates and conversion rates.

Jennifer Laycock

Missed the Early Bird Price on Unleashed? No Worries!

No doubt some of you looked at your calendars last week and realized you'd missed the $850 early bird price for our upcoming Small Business Marketing Unleashed conference in Houston. Don't sweat it, we've got you covered. We've spent the last six months building the perfect conference for you. We know how busy you are. Do you think we'd let you miss out on this great show just because you forget to set an alert on your calendar?

Jennifer Laycock

Google AdWords Opens up Demographic Bidding

If you've been looking for more control over who sees the ads you run via Google AdWords, here's your chance. Google began beta testing demographic bidding back in January and opened the program up to all AdWords advertisers last Friday. Granted, when they say all AdWords advertisers, they mean all the ones utilizing the content network, but this new feature still gives small business owners far more control than they've ever had over who sees their AdWords ads.

David Wallace

Which Is Better - PPC or SEO? How One Company Increased Traffic 60% After Ditching PPC for SEO

The Dallas Business Journal recently ran a story on one of our clients, Wasp Barcode Technologies, describing how they went from spending enormous amounts of money on PPC to focusing more on traditional SEO and link building. The strategy paid off -- Wasp spent less and got better results. These are the kind of results every small to medium sized business would like to enjoy....

Manoj Jasra

25 Resources For Paid Search Strategies

Paid search is much more than bid management and click-throughs, it's about devising a strategy that compliments your overall online marketing program and providing ROI based on performance which has been quantified at the keyword level. Below are 25 paid search resources ranging from the basics, to best practices, to advanced strategies to measurement....

Sage Lewis

Video: Search Engine Guide Gets Props and SEO Stays Hot

Sage gives a thumbs up to Search Engine Guide for the site redesign! Search engine optimization continues to gain popularity according to Marketing Sherpa's latest survey; it's low cost and high return keep SEO as one of the best online tactics for budget plans. Danny Sullivan's site Search Engine Land confirms Yahoo's layoffs, and Google emails its customers so they know to link their AdWords account with their Analytics to ensure accurate results....

Scott Buresh

Behavior-Based Internet Advertising: Who Is Watching You?

Have you ever been surfing the web and come upon Internet advertising that provides a direct solution for something that you've been researching lately? Did you think that it might be related to your computer cookies, or did you chalk it up to serendipity?

Simon Heseltine

Google AdWords: Geotargeting Options

So you're running an AdWords campaign for your business, but you only want to target specific locations. How can you do that? Simon Heseltine offers up a walk through Google's geotargeting features to help you get a feel for the best way to narrow down your campaigns.

Jennifer Laycock

PPC Tip: Search Terms Tell You Loads About Intent

The folks over at PPC Hero are doing a new series this week on paid search advertising called "Learn to Think and Search Like Your Customers." Their goal is to break down the different areas of paid search campaigns and to help you learn how taking the time to really consider your customer can help you position your product to be THE answer to their search.

Jennifer Laycock

Considering Becoming an AdSense Partner?

If you've been wondering about adding AdSense to your blog or web site to boost your revenue, but haven't been quite sure how to get started, you might want to check out "Newbie Central." Designed to help site owners get a better understanding of how the AdSense publishing system works, Newbie Central was introduced yesterday on the Inside AdSense blog.

Patrick Schaber

AdWords Local PlusBox A Great Addition

The announcement of the new Local PlusBox by Google Adwords which places geographical information in the top paid search location changes the PPC strategy for those using more local targeting. The new expandable feature allows advertisers to bid to the top spot in an effort to have the opportunity to display such valuable information as a map, address, driving instructions, and phone number, in addition to the location name that appears beneath the last line of ad.

David Wallace

How Can Small Business Compete in a Highly Competitive Paid Search (PPC) Market?

There are times where it can be difficult for small business to compete in the paid search environment. As the cost of targeting keywords on venues such as Google AdWords continues to increase, many small businesses are finding it difficult to keep pace. They either have to accept the fact that they can afford only a very small slice of the pie or abandon paid search marketing altogether....

Patrick Schaber

Using Paid Search For Branding

Admittedly, I never looked at paid search as a tool to give your brand more exposure. I simply looked at it like many others - clicks and conversions. But, over the last few years, I've come to realize that PPC can be about branding.

Simon Heseltine

Search Marketing for Retail - SMX-London

Last week I attended and presented at SMX-London. It was a great chance to meet with British search Marketers that don't get to make it out to the US conferences, and to hear a different perspective on familiar topics from mostly British presenters. Friday saw the "Search Marketing for Retail" seminar, which was moderated by Rob Kerry of Ayima.com.

Jennifer Laycock

See How Landing Page Tweaks Can Double Your Conversions

If you've done any reading about paid search campaigns at all, you know good landing pages are essential to conversions. Of course you may be asking yourself what actually makes a "good" landing page. You're not alone. That's why the team at Marketing Experiments offers up two great case studies this week.

Scott Buresh

Google's Paid Search vs. Organic Results - A Rickety Wall of Separation

The good people at Google have long maintained that there is a Chinese Wall between paid search results and organic results - that is, the department responsible for advertising is completely separate from the department responsible for organic search engine placement. The company insists that Google Adwords is a completely separate entity than the Google search engine, and never the twain shall meet. This all sounds very good, in theory.

Patrick Schaber

Bonding With Your PPC Prospect?

It took me awhile to realize that paid search was not a game! Really. Paid search is big business and potentially a large amount of a small business marketing budget. But like many people, I jumped in headfirst and was enamored with tweaking ads, trying new keywords and spending my company's money. My early ways were more PPC Gunslinger than responsible Marketing Manager. Then, slowly over time, you realize that PPC is actually very similar to a sales process and you need to treat it as such.

Jennifer Laycock

Five Common Paid Search Mistakes That Can Sink Your Campaign

While learning how to effectively manage a paid search advertising campaign can take quite a bit of time, there are plenty of quick and easy ways to increase your chances at success. This article aims to outline five common mistakes that end up keeping small businesses and in-house marketers from maximizing the potential of their pay per click campaigns.

Jennifer Laycock

Four Tips to Maximize Your Spend on the Google Content Network

If you've been thinking about giving the Google Content Network another try, you aren't alone. John Ellis is testing things as well and offers up some helpful tips on maximizing your ad spend on the content network.

Patrick Schaber

Important Steps In 2008 Paid Search Planning

It's only late October - what could we possible be doing thinking about paid search for next year? Well, paid search isn't all about tweaking ad copy and keyword research. Paid search is also a component of your marketing plan that needs to align itself with your overall marketing goals. Now is the time to start that process.

Jennifer Laycock

adCenter Upgrade Offers New Features

Microsoft's adCenter announced several new features over the weekend giving advertisers more control over their campaigns. Changes were made on the editorial side, to the campaign management interface and to reporting options. All of the changes are designed to give advertisers even more control over where and how they spend their ad dollars.

Jennifer Laycock

4 Ways to Beat Your Google AdWords Competition

While some small business owners lament the ever growing complexity of the Google AdWords Quality Score, others are thanking their lucky stars for a system that no longer requires them to simply outspend the competition. In the new AdWords game, a good marketer can often pass up a big spender. John at The Adventures of PPC Hero wraps up their five part series on pay per click management with a great article offering four ways to out rank and under spend your Google Adwords competitors.

Patrick Schaber

Beginner's Guide to Google Adwords Settings

Have you ever wondered what all those setting are in your Google AdWords campaign? Well, don't feel bad if you don't know. I've come across more than a few people who have campaigns up and running that haven't gone through and made sure they understood the nitty-gritty details of their paid search campaign. I can't think of a better way for small business marketers to throw away advertising dollars. Let's take a look at a few of those settings that play a large role in your campaigns success.

Jennifer Laycock

AdWords Expanded Broad Match Warning

Google AdWords advertisers who closely track their campaigns may have noticed traffic coming in for a wide variety of phrases that might seem like an odd fit for their campaigns. While bloggers have been speculating about problems with the AdWords Broad Match system since late summer, Mike Churchill at SEOClubHouse explains the system is working just as Google wants it to.

Jennifer Laycock

Spend Your Money on Intent, Not Traffic

Anyone who has played around in the paid search realm for any length of time quickly learns that paying for traffic is a great way to go broke. It's a far better idea to focus on paying for targeted traffic by getting in front of the folks who not only have an interest in what you have to offer, but have actually gone looking for it. That's the point John Marshall makes today in a post called "Never, Ever Pay for Traffic" at Market Motive.

Jennifer Laycock

Spend Your Money on Intent, Not Traffic

Anyone who has played around in the paid search realm for any length of time quickly learns that paying for traffic is a great way to go broke. It's a far better idea to focus on paying for targeted traffic by getting in front of the folks who not only have an interest in what you have to offer, but have actually gone looking for it. That's the point John Marshall makes today in a post called "Never, Ever Pay for Traffic" at Market Motive.

Jennifer Laycock

Consumers Consider Online Reviews Far More Trustworthy Than Search Ads

Marketing is a tricky game. Walking the line between selling your product and maintaining the trust and respect of your audience can be tough. That's part of why word of mouth and viral marketing are so attractive. When it comes to common forms of online marketing, it's interesting to note that for the money companies being poured into paid search advertising may be better spent elsewhere.

Ross Dunn

Keyword Research for PPC

Although researching keywords for SEO is similar to that for PPC there still are many core differences. In many cases using the generic targets with high searches can be very costly in the world of PPC. While they can offer a good return, often long tailed, very specific phrases can offer more qualified traffic at a lower price

Jennifer Laycock

5 Tips for Seasonal Search Marketing Success

The Yahoo Search Marketing team has a post up this week reminding site owners that online holiday shopping increases pretty much every year. In fact, more than 80% of shoppers bought at least one thing online last holiday season. With the holiday sales cycle already gearing up, it's a good idea to start fine tuning your site and campaigns to drive more business. While most of the five tips Yahoo has to offer are a recap of the fundamentals of good online marketing, they're still worth reading and putting into action.

Jennifer Laycock

Google Gadget Ads Launches in Beta

Andy Beal reports that Google Gadget Ads have launched in Beta to select advertisers through the Google Content network. The new ads will be available on a CPM or CPC basis and will run through Google's auction model. According to the information page for Google Gadget Ads, the new system aims to give advertisers new ways to engage the audience of their content networks. I've taken a look at some of them, and I see some interesting potential.

Jennifer Laycock

Want to Experiment with Google Mobile Ads?

Now's your chance. Google has announced plans to run search ads on Google Mobile Search pages. In fact, they also announced they'll be letting advertisers test drive the program for free over the next couple of months. Sounds like a good reason to get some solid analytics in place and take the new program for a test spin.

Jennifer Laycock

Want to Experiment with Google Mobile Ads?

Now's your chance. Google has announced plans to run search ads on Google Mobile Search pages. In fact, they also announced they'll be letting advertisers test drive the program for free over the next couple of months. Sounds like a good reason to get some solid analytics in place and take the new program for a test spin.

Jennifer Laycock

Pay Per Click Ads are the Elevator Pitch of the Web

Paid search ads provide one of the toughest challenges for online marketers. You've got a very small space to pitch your product, but since you're paying per click you also need to use that space to pre-qualify visitors. Basically, you've got a handful of seconds to get the buyer before they move on to other listings. So how do you make it work?

Stoney deGeyter

SEO through PPC Eyes

There is a lot more to SEO than often meets the eye, but sometimes the SEO eye isn't enough to make a good optimized page great. While the actual SEO work can be pretty straight forward, it's the additional effort in making the page user-friendly and has the ability to drive visitors to conversions....

Manoj Jasra

Advanced Search Advertising Curriculum now Available at SEMPO Institute

Marketing professionals who need to know how to leverage pay-per-click (PPC) campaigns for maximum effect and return on investment will benefit from the SEMPO Institute’s new, intensive distance learning class: Advanced Search Advertising, the third class in SEMPO’s (Search Engine Marketing Professional Organization) new series of online classes designed to help marketers better understand the intricacies and dynamics of search-based marketing....

Jennifer Laycock

Are You Using Google Coupons?

What's that, you say? Google offers a coupon option? Why yes they do. Google announced the service last summer but hasn't done much in the way of promoting it since then. So if you'd like a way to differentiate your business on Google Maps listings, here you go....

Richard Ball

Google AdWords: Local Advertising

Search engine advertising is beneficial for local advertisers as well as national advertisers. Google's advertising system, AdWords, offers the option to target ads to searchers in a specific geographic region. Due to the method Google uses to identify the location of these searchers, though, it's imperative for local advertisers to run national ads as well....

Karon Thackston

Copywriting With Google's Dynamic Keyword Insertion Tool

In case you're unfamiliar with dynamic keyword insertion (DKI), it's a feature of Google's AdWords program. It is often used for large campaigns in order to automatically insert the keyword into the headline of an ad. Truly, it's a lifesaver for many pay-per-click (PPC) ad managers who have to stay on top of thousands of ads every day....

Jim Hedger

Google's 0.02% Spin Solution

According to Google, actual click fraud only accounts for 0.02% of all click activity found when Google's team is asked to audit an advertiser's account. If correct, Google's 0.02% assertion places the perceived dollar value of actual click fraud in their system somewhere in the range of $2,100,000....

David Wallace

Google Updates AdSense Policy - The Impact On Publishers

Google has made some recent changes to its AdSense policy that has web publishers concerned. While some changes are minor - their referral program, using images next to ad units, AdSense for search, and copyright material - the item that has publishers concerned has to do with their Competitive Ads and Services Policy. Namely Google is trying to keep ads, whether competing contextual or not, from mimicking their own layout and style so as to not create confusion. This may have many web publishers making changes to their sites to keep from violating AdSense terms and conditions....

Stoney deGeyter

Managing Your Pay-Per-Click Portfolio

Investment into the stock market and PPC marketing has a lot of similarities. By drawing these comparisons this article sheds some light on the expectations of a well-managed PPC campaign and provides solutions to effectively managing your PPC "portfolio"....

Daniel Jupp

Tackling Click Fraud

"I know half of the money I spend on advertising is wasted. I just don't know which half". Daniel Jupp, the founder and managing director of PPC management consultancy Top Position, looks at how search portals monitor click fraud and how you can avoid becoming a statistic......

Stoney deGeyter

Google AdWords Landing Page and Site Quality Guidelines

To add to Jennifer's post yesterday on Google's AdWords Quality Score, I found another bit of information provided by Google, Google AdWords Landing Page and Site Quality Guidelines. Google lays out some information that is good nut just for PPCers but for SEOers as well....

Karri Flatla

How Much Will it Cost to Get More Traffic to My Website?

A good marketer will evaluate your online venture holistically and then allocate finite resources to those tactics that will have the most impact toward an agreed upon end. Just know that the "end" does not suddenly arrive one day like a freight train roaring through your home office....

Richard Ball

Click Fraud Minimization Strategies

Neither Google nor Yahoo do a good job educating users about the risks of contextual advertising. For advertisers new to search engine marketing, it would be wise to disable contextual advertising while learning effective search engine advertising techniques....

Scott Buresh

Organic SEO or Pay-Per-Click Advertising - Which Should You Choose?

When people hear about online marketing, they often think of two of the more popular methods that a company can use to enhance its visibility on the Web: organic search engine optimization and pay-per-click advertising. In an ideal world, you would use both strategically to maximize your site's profile. However, budgetary constraints often make this impossible, and trying to do both on a limited budget or with minimal resources can result in neither campaign producing ideal results....

Lisa Stewart

Confessions of a Clicking Housewife - Google AdWords Fraud

Article in Washington Post about an Iowa woman's claim that she spends hours daily clicking Google AdWords Ads. The article describes how Jackie Parks, a disabled stay-at-home mom in Iowa spends hours each day clicking Google AdWords ads for- 1/2 a penny(!) a click each day. She makes 300.00 a year doing this....

Jim Hedger

Click Fraud Series : Defining the Context of a Problem

This is the first piece in an ongoing series on Click Fraud. Many in the search marketing and search advertising industries would prefer the issue be avoided altogether. Paid search advertising has grown to become a rapidly expanding multi-billion dollar industry, much of it based on the success of PPC....

Daniel Jupp

Tips from the Top: Search Engine Marketing On A Small Budget

Although more and more big name brands are snapping up bundles of cyber real estate each day, a well-ordered and concise pay per click campaign is actually an ideal marketing solution for businesses operating with modest financial resources because costs are strictly controlled and adverts precisely targeted....

Bruce Clay

The Promise of Behavioral Targeting

Behavioral targeting is relatively new but catching on fast. The Internet, with its ability to record behavior, is largely responsible for the increase in behavioral targeting. Marketers like targeted ads because they reach specific consumers, eliminating waste and increasing advertising efficiency....

Daniel Jupp

Google v Overture

Search engine marketing is literally a war of words. Clawing your way to the top of the pile often requires a skill level befitting the most advanced of military campaigns but in order to reap the benefits, you first have to ensure you re fighting the right battle....

Jennifer Laycock

Google Launches Ad Scheduling (Dayparting)

It wasn't but a few weeks ago that I wrote about Google's plans to add dayparting to their AdWords management system. The system is now up and running and for small business owners that are able to track their conversion rates down to the day or time of day, this new Ad Scheduling system offers up a world of opportunity....

Jim Hedger

The Revolution Will Be Televised, Details After These Ads by Google

The sudden appearance of Google's online video ad distribution service is going to have multiple repercussions for the $38 Billion US television advertising market. It is also going to present multiple opportunities for search marketers and their clients....

Garrett French

The Effects of Combining Paid and Organic Search

One thing that prospects have asked about recently is the effects of combining paid and organic search. Greg Jarboe gave a presentaion in 2003 in which he mentioned the "second opinion effect." He saw a 3 times conversion increase for a site with top rankings in paid and organic...

Todd Mintz

How to Setup a PPC Campaign for an "Established" Website

As I discovered recently, creating a PPC campaign for a mature website can differ greatly from a typical PPC campaign setup....

Jennifer Laycock

AdWords Offers Demographic Selections

AdWords' demographic option is designed to let advertisers select specific sites to advertise on based on the demographics of that site. Advertisers will be able to specify a preference in up to three categories....

Jennifer Laycock

PPC: If You Aren't Number One...You Still Get Customers...

Many want to be able to run advertising campaigns, but feel that they can't justify the cost because their conversion rates don't result in a profit. This often happens because so many advertisers are still living with the false idea that they simply have to bid their site to the number one listing....

Jennifer Laycock

BidHero Brings Bid Management to the Masses

I had a chance to chat with John Marshall earlier this week to take a guided tour of BidHero and to ask some questions about how the program will benefit the often over-looked small business market....

Jennifer Laycock

Ask Jeeves Launches New Paid Search Advertising Program to the Public

Ask Jeeves Sponsored Listings will allow both large and small advertisers to purchase and manage their ads through a self-serve style system like those used by Google AdWords and Yahoo! Search Marketing....

Shawn Campbell

Yahoo SM vs. Google AdWords

How does Yahoo SM compare with Google's AdWords? Both programs have advantages and disadvantages....

Jennifer Laycock

The Instant Gratification Factor of Search

As consumers come to rely on the ability to have information at their fingertips, the importance of quality search will increase dramatically....

Jennifer Laycock

Searchfeed.com Adds European Content to PPC Feed

Searchfeed.com Adds European Content to PPC Feed...

Jennifer Laycock

Could Paid Search Influence Elections?

Although political campaigns are increasingly embracing the marketing power of the Internet, paid search remains an area that few campaign managers have explored....

Jennifer Laycock

Google Refuses to Run Ad from Christian Group

Google removed an ad from a Christian group that was running as part of the AdWords program earlier this week, citing Google's right to remove ads to content that it deems to "hate speech."...

Jennifer Laycock

Study Proves: Brand Lift Associated with Paid Search Ads

Kevin Lee has an interesting article over at ClickZ this week that explores the results of a recently released IAB study on the impact of paid search ads on brand awareness....

Jennifer Laycock

When AdSense Doesn't Make Sense

Christopher Knight over at EmailUniverse.com has a useful article this week that outlines some of the reasons why running AdSense may not make the most sense for your Web site....

Jennifer Laycock

GenieKnows.com Gets a Makeover

Canadian tech company IT Interactive Services announced an overhaul to their GenieKnows.com search engine this morning....

David Wallace

Traditional Search Engine Optimization VS. Pay Per Click

With the current rise of pay per click advertising services such as Overture, Google AdWords and many others, professional search engine optimization companies are having to deal more and more with the issue of why their clients should spend money on traditional SEO when they can simply "buy their way to the top."...

Daria Goetsch

Finding Targeted Keyword Phrases Your Competitors Miss

Finding keyword phrases your competition is missing is easier than you might think. Combinations of two and three word phrases are often overlooked by your competitors when vying for the top competitive terms. This missed opportunity may be a benefit to you to overcome your competition in the search engine rankings....

Andrew Goodman

Eight-Point Winter Overture Advertising Tune-Up

As the pay-per-click ad industry has grown, so has competition amongst advertisers. Fortunately, campaign management interfaces are improving, which will help the detail-oriented advertiser who wants to work smarter get ahead of the pack....

Sumantra Roy

Paid Inclusion Programs and Cloaking Meta Tags

Questions and answers about the paid inclusion programs offered by the major search engines and on the process of cloaking meta tags and whether you should employ this technique....