At the quality score session at SMX Advanced London yesterday, a question was asked about what to do with low quality score keywords. It was framed as a query of when you should turn off keywords because they were below a certain quality score level...
Tag - PPC Marketing
Bad (PPC) Romance
Please don’t think any less of me for titling my post after a Lady Gaga song. But when I hear her sing about bad romance, I don’t think about her and Sir Gaga’s relationship (Ew!). I think about that of advertisers and AdWords...
3D PPC Landing Pages
How do you make your PPC landing pages jump off the screen? a. By giving your visitors cheesy 3D glasses? Everyone looks sexy in those. b. By designing with animated Gifs, CSS sprites, and excessive Flash? c. By optimizing your landing pages with...
Applying High-Resolution PPC To A Paid Search WorkFlow
The recent issue of SEM Journal published an article I wrote called ‘Shifting Paid Search to High Resolution‘. You can download a copy of the article here. This article described the process of High-Resolution PPC, which was developed as...
Blog Newsletter
Secret Truth Series #13: The Average Lie
Numbers look like facts even when they’re not. To make the best possible PPC management decisions it’s important to know the difference between the numbers in your reports which represent something that has happened and those that are...
Secret Truth Series #12: Quality Score Friend Or Foe?
The folks at Google are masters of the art of positioning. Nearly every element of their products – at last the core ones like AdWords and Gmail – and even moreso their public statement describing features and rule changes – make...
Secret Truth Series #10 – Bids and CPCs
The AdWords auction is not a purely economic auction. If it were the high bidder would always win. But in the AdWords auction the high bidder can wind up in 1st, 3rd, or 5th position – or even wind up out of the game with nothing. Imagine a...
Secret Truth Series #9 – What’s Your Ad Rank?
Another great misconception, or over-simplification, of paid search is the idea that you bid for position. This is a deeply held belief. It seems hard to shake even for those who know better. But as many people know, position is determined by both...
Introducing One-Click Segmentation in ClickEquations
Managing paid search accounts is in many ways an exercise in prioritization. There are endless opportunities to expand and refine your account, run reports and analyze data, or make changes and conduct tests. The only limits are hours in the day...
The Secret Truth Series #7 – Opt Out Of The Content Network
Google wants to make advertising easy. They describe AdWords in simple terms, they make setup quick and easy, and they provide simple reporting on the stuff that suggests progress. But the gun has no safety. AdWords makes it remarkably easy to do...
The Ironic Case of Match Type
Sunday morning seems a good time to practice what we preach. Earlier today I was poking around in our own AdWords account, doing a little prep work for my Tuesday presentation on Quality Score. I created some new ClickEquations Analyst templates...
The Secret Truth Series #5 – Impression Share
We’ve written about the AdWords impression share metrics often in the past on this blog. So rather than re-hashing or re-writing, we’ll suggest you go read our Impression Share Series to extend and amplify the comments made in the fifth...