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...
Tag - Keywords
agoodmanUnderstanding Keyword Intent in a PPC Marketing Strategy
Experienced PPC Marketers are classically trained to organize keywords based on relevancy across all Adgroups and Campaigns. It’s become one of those obvious best practices that should be applied to every account, regardless of industry type...
gmeyersThe Dawn of Paid Search Without Keywords
This is a repost of my monthly column from Search Engine Watch. 2011 will be a pivotal year for paid search advertising. Trends set into motion last year – new ad formats, an emphasis on display, a local ppc push – are on a collision course with the...
Acquisio AdminModified Expanded Broad Match and More
Is it just me or is everything getting MUCH more complicated? Match types have been a pretty basic element in paid search of late. Other than the seemingly relentless creeping range of broad match over the last few years, and the occasional...
Blog Newsletter
Imagine Paid Search Without Keywords
This post originally appeared as my column in Search Engine Watch. As paid search marketers, we generate profit by minimizing our cost (CPC) and exposure (keywords) to those that are most valuable. As a publisher (search results are just page views...
Keyword Kevorkian: When Keywords Should Be Put Out of Their Misery
In nearly every paid search account there are keywords that are costing far more than they are returning – week after week and month after month – and yet are never paused or deleted. Why? This is not a small problem. I frequently see...
The Waste Inside Your PPC Keywords
The more I work with our new Keyword Zoom feature the stronger my belief in query mining becomes. I’ve always known keywords were a trick, a distraction, and the wrong way to think about success or failure in PPC. Now that trick has been...
Webinar Recording: Find Profitable Keywords with 2 Unconventional Techniques
Ever since the release of Keyword Zoom, we’ve been talking a lot about search queries and keywords. Keywords are the gateway in PPC advertising that connect your business to prospects. But, how do you find keyword niches that are profitable...
Use One-Click Segments to Drive Keyword Zoom
The Keyword Zoom feature is best applied to your most active and important keywords. To quickly identify them, use the one-click segmentation features in ClickEquations. Zooming on Head Keywords The one-click head segment is a customizable feature...
Using Keyword Zoom To Improve PPC Results
The new Keyword Zoom feature in ClickEquations is an amazing way to tune your campaigns – cutting waste and improving targeting, reach, and results. In this first of a series of posts we’ll look at exactly how it helps. This time...
Keyword Zoom Takes You Inside Keyword Performance
Even though we occasionally rail against them, keywords are functionally the center of the paid search universe. Their selection is the single largest point of control you exercise over your account. They hold the bids the (at least indirectly)...
Secret Truth #21: All Keywords Are Not Created Equal
The ability to prioritize and focus is a key skill for any paid search manager. With campaigns stuffed with hundreds-of-thousand or even millions of keywords, organized into hundreds or thousands of ad groups, and presenting metrics from zillions of...