Let’s face it – There are a ton of things that can influence conversion (ad copy, landing page creative, competitive environment, and time of year, to name just a few). While we as SEM professionals can’t control what we can’t control (i.e. if your client has an uncompetitive product at an uncompetitive price, no bid strategy will save it in the marketplace), there are some things we definitely CAN control to hopefully drive more conversions. Just as a bridge needs to have the proper engineering to make it structurally sound and safe, your PPC campaigns also need the right structure….
That’s how likely you are to find a report that’s not yours.
We recently modified the way we send reports, by emailing a link to an HTML report instead of a link to a PDF report.
We are now using 128 bit encoding with a key that is unique to each report. Your chances of finding a report randomly are 1 in 2128….
Over the past couple of months, I’ve discussed paid search strategy for reaching prospects at the beginning and middle of the buyer’s journey. Now we’re to the really fun part: conversion, or the purchase phase.
Image credit: Forrester Research Blog
Here are a few tips for using pay-per-click (PPC) advertising to reach prospects at the bottom of the funnel and entice them to convert….
In the spirit of the Holidays, I have prepared a post that pokes a little fun about knocking back a few Eggnogs while working in PPC account. Have you ever found yourself working from home on a Friday afternoon with your eyes tired of looking at the same Data amongst different clients and feel the need to crab a cold one? Well, before you reach for that beer or Cabernet, you might want to think twice because its pretty easy to get a little side tracked, especially if you have many diverse clients with similar keyword segments listed under your client center.
Here are my Top Ten Reasons why you should have a Drink afterwards:…
Google recently announced a major change to their Ad Rank equation. Ad Rank had been calculated by your bid and Quality Score in the past. Now, Google will factor in the expected performance of your ad extensions.
A brief history of recent Ad Rank changes
This isn’t the first time Google has made changes to the Ad Rank equation. Just two years ago, they announced a new bidding ability, bid-per-call, and that it would also be factored into Ad Rank. Many people within the search industry were in an uproar after this announcement since not all advertisers focus on calls leading some to believe they would be at a disadvantage. However, this feature was deprecated after just over year….