» PPC Marketing

PPC Ads: Internal Consistency Strengthens Credibility

April 3, 2012 By 4 Comments

What do restaurant bathrooms and PPC ads have in common? Well, it’s a matter of consistency.

To paraphrase the common wisdom, a restaurant’s bathroom is a good indicator of the cleanliness of its kitchen. If they let the bathroom get dirty (what you CAN see) then how bad do they let the kitchen (what you CAN’T see) get?

And in the same manner, if the management and staff have the discipline to keep the rest of the restaurant immaculately clean, it’s probably a good bet that the kitchen is kept the same way….

Filed Under: PPC Marketing

5 Critical PPC Metrics to Enhance Customer Engagement – A New Metrics Model

March 28, 2012 By Leave a Comment

Methods for measuring your customer engagementBy now, certain things in online marketing have become “traditional.” It is, in fact, astounding to think that in the short space of time that we have dedicated to spreading advertising messages online that we could have come that far already, but here we are.

Certain aspects of how we measure the success of online marketing are obvious; others are more difficult to see. What it comes down to is what your client wants to achieve – and what all marketers need to remember is that marketing isn’t just about clicks and conversions.

Brands have a lot more invested in being online than just selling their products. A big part of marketing is being ubiquitous: being everywhere, being the thing that people think of for no reason, and being the very first thing that people think of when they want to buy a product or service that the brand offers – because they’ve spent so much time with that brand, and have built up so much trust, they wouldn’t put another thought into going anywhere else….

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Understanding the “Misunderstood” in PPC Marketing

March 26, 2012 By Leave a Comment

It’s very easy to draw the line between success, failures and misunderstanding in PPC Marketing. Advertisers who are not “in the weeds” of this stuff everyday, are often tantalized by Books, Case Studies and Press Releases about how successful PPC Marketing has been for their business. However, that does not mean that your business will see the same result.

In fact, it’s a good idea to sort of “calm down” the hype that PPC Marketing is going to instantly and  “cost effectively” grow businesses overnight. Sorry, It simply does not work that way.

In this post, I will discuss a few important factors that go into what is a success and what is a failure, as well as “debunk” some of those common myths about PPC Marketing….

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Extreme Ad Optimization: Harnessing the Power of Humans & Machines

March 13, 2012 By Leave a Comment

master your ad performanceWhat: Extreme Ad Optimization: Harnessing the Power of Humans & Machines Webinar
When: March 29, 2012 at 1PM EDT
Who: Rob Lendermand of BoostCTR and Alex Pelletier of Acquisio

The day that The Terminator predicted the machines would take over our planet has, thankfully, come and gone. For the time being at least, humans and machines are working together in perfect harmony, and nowhere is that cooperative effort showing greater success than in the digital marketing world.

We see a lot of ads in a day as we navigate across the broad expanses of the World Wide Web. It’s estimated that you might see anywhere from 200 to 5,000 ads in a day. How many do you click? Why do you click them? How is it that a particular ad is served to you?

So many things must be working in concert with each other for a user to see an ad and click it, and it takes the creativity of a human working side-by-side with a machine-based algorithm to create the perfect conditions for a click to occur.

Master Your Ad Performance

Want to learn how to combine all of these tools using both humans and machines to accelerate the impact and reach of your ads? Of course you do.

To learn how to combine the best of these aspects, join BoostCTR’s Rob Lendermand and Acquisio’s Alex Pelletier for an interactive webinar and glean the tips and tricks necessary to optimize your ad performance. The webinar will begin at 1PM EDT on March 29th. During this session, you will learn how to:

  • Create great ad copy
  • Split test to find your best ads
  • Extend your reach using algorithms and rule-based engines


There is a lot of skill and practical knowledge necessary for increasing the success of your ad campaigns. Be sure to sit in on this webinar and gain some incredibly valuable information that you’ll use to ramp up your campaigns.

Register now and make a note on your calendar, because you don’t want to miss this one. To register, click here. See you there!

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Targeting Options Across Different Online Channels

March 7, 2012 By Leave a Comment

So maybe you have an online budget and it’s time to build a strategy. Or maybe you have to build a strategy so that you can lobby the purse-holder for a budget to work with. How do you determine what channels are best suited for your goals?

Well, each online channel offers a distinct form of user targeting, and how you target someone is going to affect how they react, respond, and/or convert. So it’s helpful to first understand each of these major targeting methods, and from there decide which online marketing channels are most compatible with your goals….

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Text Ad Strategies to Complement Google’s Enhanced Ad Sitelinks

February 23, 2012 By 4 Comments

Ad Sitelinks are a great way to increase overall exposure and gain “real estate” in the sponsored listing sections. Now, Google is taking it even further with their newly released Enhanced Ad Sitelinks which in essence uses existing Text Ads in the campaign that are highly relevant to the Sitelinks and publishes full ads below the main text ad.

We all know that relevancy is a good thing regardless of this enhanced sitelinks feature, but it also opens the door for a different perspective on traditional Text Ad Testing practices and procedures. Let’s discuss….

Filed Under: AdWords Tips, PPC Marketing Tagged With: ,

Process or Results?

February 22, 2012 By Leave a Comment

Credit: Chalkie_CC

There’s a misconception in SEM: that the way to succeed is to focus on performance. This column is intended to make it clear that while the medium is all about measurability, accountability, and performance at the end of the day, you don’t achieve those things just by obsessing about them. Caring about performance may be a necessary condition for achieving it, but as any concert pianist knows, it’s far from sufficient.

The formula boils down as follows.

1. Performance Super Powers

Most of us who do PPC think of it as a performance medium, and indeed pride ourselves for our “chops.” When Seth Godin challenges us to be able to answer the question “what’s your superpower” at a cocktail party, you aren’t allowed to trot out some soft management skills related to a very broad industry that you happen to work in. You need to answer something like:…

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Learn How to Get More Money out of Google Grants

February 8, 2012 By Leave a Comment

If you are asking yourself “what is a Google Grant?”, then your eyes are going to light up and your going to find a family member or friend and tell them about it. Basically, Google provides eligible 501(c)(3) organizations with an initial $10,000/month to serve ads on Google.com only. (Google currently serves more than 6,000+ Non Profits to date). Now, with that said, Google does have some pretty intense requirements in order to get that free money.

Here’s the first round of requirements:

  • Hold current 501(c)(3) status, as determined by the U.S. Internal Revenue Service
  • Acknowledge and agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
  • Google for Nonprofits is open only to organizations based in the United States
  • Website cannot display revenue generating ads, such as Google AdSense or affiliate advertising links

Who is not eligible for a Google Grant:…

Filed Under: AdWords Tips, PPC Marketing Tagged With: , , , , , , ,

Bid Management: You Make the Rules

February 7, 2012 By Leave a Comment

Dear Diary...

If you manage online campaigns, you’re probably overwhelmed by the daily manual labor required to manage campaigns properly. Campaign managers often spend over one third of their time on tedious tasks such as bid management or keyword performance monitoring.

Lucky you!

Many tools are now available on the market that can help you automatically change the main parameters of your campaigns (keywords, bids, ad texts, positions or even landing pages) according to precise rules (that you set according to your goals and objectives). This frees up some of your time which will be better spent on developing improved strategy, text ads, and landing pages.

Adwords has developed their Automated Rules, and the main vendors in Campaign Management (Acquisio, Marin, etc.) propose some very interesting PPC Automation Tools. The goal of this post is not to analyse or compare these solutions (that could be the subject of another article), but to see how to make the most of them….

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