» Archives for PPC Marketing

PPC Marketing

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: , , , , , , ,

Mobile Paid Search 101

February 2, 2012 By Leave a Comment

In this clip, Marc Poirier Co-Founder and VP Marketing at Acquisio talks about mobile PPC and its implications for your paid search campaigns. Specifically, he looks at (1) the growth of mobile PPC, (2) what kind of advertisers it affects the most, (3) how mobile PPC ads differ from desktop PPC ads, (4) mobile landing pages, (5) how to choose mobile keywords, and (6) how to measure the success of your mobile paid search campaigns.

 

Filed Under: Landing Pages, Mobile Marketing, PPC Marketing, Trends in Search Tagged With: , , , , , , , , ,

Adding Value Through Facebook Advertising

January 26, 2012 By Leave a Comment

Facebook Ads

Convincing brands to allow your agency to spend their money on Facebook ads is a tough sell.

It’s a ‘tough sell’ because they know, as well as you do, that Facebook is an emerging channel where few of the rules are known, and in which the conditions are constantly changing.

With this knowledge many brands say that they should manage their own Facebook ad campaigns or avoid serving any ads at all. Some report that they have tested Facebook ads with other agencies and that it didn’t work or that they have heard many stories of ad campaigns going wrong and that they don’t want to waste their budget.

A disconnect often occurs where Paid Search Experts at agencies take the opinion that Facebook ads will run the same as Google ones, while brand managers on the client side hold the view that Facebook ads are more akin to Display advertising; totally different to Google.

The upshot of this is that brands are not convinced by the credentials of Agency-Land to deliver Facebook ads successfully. Yet.

I am sure that this will ring true for every one of you.

It is my intention with this column to give an insight each month into how you may be able to better-demonstrate value to your clients with this challenging channel, making it easier for you to win, grow and keep Facebook advertising business in 2012….

Filed Under: PPC Marketing, Social Media Tagged With: , , , , ,

Will Impression Share be Google’s Next Big Revenue Contributor of 2012?

January 19, 2012 By Leave a Comment

Well, it’s official. Google will be releasing Ad Group Level Impression Share Metrics (IS) for both Search and Display networks, at the request of their many advertisers. However, there are some questions that arise to the overall value of the Impression Share Metric.

In a nutshell, Impression Share measures how frequently an advertisers Ads are showing, and if the percentage is LOW, it means that if the campaign is profitable, then the advertiser is losing potential business. However, Impression Share does pose a few questions of it’s overall value. For example, here are just a few.

  • Will advertisers feel “forced” to restructure their campaign and adgroups structures?
  • Will advertisers start to lose focus on ROAS% with these additional metrics?
  • Is this just another evil way for Google to increase their revenues? (ok, a little overboard I know)…
Filed Under: AdWords Tips, PPC Marketing Tagged With: , , , ,

How PPC Can Support Organic SEO Rankings

December 28, 2011 By 3 Comments

One of the most obvious way that PPC can support SEO is with helping your brand show up in the SERPs for the most competitive searches. Now, I’m saying “show up” rather than “rank” because there is nothing PPC can do to directly increase your organic rankings.

What PPC can do, however, is offer you an opportunity to at least have your (branded) listing appear alongside the organic SERPs for keywords that you don’t yet rank on….

Filed Under: PPC Marketing, SEO Tagged With: , , , ,

5 Ways To Get The Most Out of Your New Online Marketing Platform

December 9, 2011 By 1 Comment

Are you new to the world of online marketing platforms? Are you just getting started and not quite sure where to begin? More and more advertisers are enjoying the benefits of online marketing platforms. In fact, it’s hard to find large-scale agencies and direct advertisers who do not leverage a platform these days.

As someone who’s been enjoying and leveraging online marketing platforms for over 7 years, I’m thrilled to share 5 tips on getting the most out of your new online marketing platform. Leverage these tips and your new platform could pay for itself in a matter of weeks!…

Filed Under: Marketing for Beginners, PPC Marketing Tagged With: , , , , , ,

How to Maintain “Brand Continuation” Between Offline and Search Engines

December 7, 2011 By Leave a Comment

PPC and Offline Mix Well TogetherWe all live in a day and age where everyone and everything is digitally connected. If we watch something on TV, or read something in print, or hear something on the Radio, our natural thing to do is to go online and search for it. This is this “comfortable behavior”, something we are accustomed to, which only increases the importance of connecting the “offline” with the “online” in order to continue the flow of continuous messaging. More importantly, THIS IS BRANDING. It’s the perfect marriage that seems to get better overtime, kinda like a Reese’s Peanut Butter Cup. Unfortunately, if the Marketers to do not embrace the Brand Continuation, then the marriage will have some rough patches. So in this post, I will provide a few tips to keep that marriage living  “long and prosper”…

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

Using PPC to Find New SEO Opportunities

December 1, 2011 By 1 Comment

In many ways, it makes sense to treat paid and organic search as two completely separate beasts. For example:

  • Both PPC and SEO require their own set of expertise and have their own KPIs
  • PPC yields more short-term/immediate results, while SEO is a long-term strategy (it takes time to rank organically)
  • SEO allows you to build long-term equity because your rankings do not depend on whether you’re bidding on keywords and impressions
  • User who click on paid listings are not necessarily the same users who click on organic ones

The list can go on, but the point is that it’s easy/tempting to want to treat the two channels as distinct. However, because both PPC and SEO target users through the same medium (i.e. search engines), the two can be coordinated to support each other and maximize results. Specifically, PPC efforts can be used to enrich and inform your SEO strategy….

Filed Under: PPC Marketing, SEO Tagged With: , , , ,

The Importance of Text Ad Testing During The PPC Launch Phase

November 10, 2011 By Leave a Comment

When we sit down and draft a new PPC Strategy, the thought of Multivariate Text Ad Testing during the launch phase is probably not on the radar. The typical “rule of thumb” would be to wait a few months to gather some results and then draft a Text Ad Strategy to be implemented on all or specific campaigns/adgroups. However, I often wonder why this testing should wait? Wouldn’t it be nice to know which Text Ad convert better and/or have higher CTR% rates?

In this blog post, I will discuss the importance of drafting a Text Ad Strategy as soon as the campaigns start. If an advertiser is going to spend PPC dollars, why not learn something from DAY 1….

Filed Under: PPC Marketing Tagged With: , , ,

PPC Trends in 2009 – Interview with Marc Poirier

October 14, 2009 By 1 Comment

Filed Under: Interviews Tagged With: , ,