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...
Tag - PPC Marketing
Acquisio Admin6 Tips for Better PPC Analysis
This post originally appeared as my column on Search Engine Watch. The idea of a good paid search account is a myth. An account is simply an aggregation of campaigns. Campaigns combine ad groups. Ad groups roll up text ads and keywords. Keywords and...
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...
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...
Blog Newsletter
21 Secret Truths of PPC – The Summary
Our ebook The 21 Secret Truths of PPC takes a broad strategic and tactical look at paid search. Over the past few months in this series we’ve looked at each truth from another angle, expanding or elaborating on the concept each contained. If...
Secret Truth Series #20 – Great PPC Is Only Half The Battle
Paid search doesn’t exist in a vaccum, although it frequently operates in one. We spend our days, brain power, and sweat building and rebuilding links in the chain of customer attraction and conversion only to have other important links in...
Best Practices and Text Ad Testing
The Best Practices feature in ClickEquations can help you to find and fix a wide range of common problems in your accounts. One of my favorites is ‘Text Ad CTR Low’ which identifies text ads running in your ad groups which have a CTR...
FREE: 3 Tickets to PPC Training Workshop at OMS
Next week, I will be joining Bryan Eisenberg in a super charged and fun PPC training workshop at the Online Marketing Summit. The workshop is titled: PPC Optimization: The Road to Recovery and will cover: The 7 most common PPC mistakes to avoid...
nelshinnawyActive/Enabled Only in ClickEquations
Paid search accounts are filled with history and failures. Campaigns we’re no longer running, keywords that didn’t work, and text-ads that failed or just wore out. Many of these aren’t ever deleted, they just kind of linger...
Secret Truth Series #18: Effective Text Ad Testing
Text ads are trying to answer questions. Writing text ads is difficult because you have only 95 characters to stand out from a sea of competing messages and persuade the searcher that you’re the ad to click. There are many strategies and...
Guess Who Just Hooked Up!
Solving the Marketing PuzzleThink of your marketing efforts as a rubik cube. You can’t possibly solve the puzzle without being able to see all sides. In your traditional marketing efforts, you cannot unfortunately see all sides. It’s...
Secret Truth Series #17: Lament Of The Text Ad Copywriter
Keywords and bids are over-rated, while search queries and text ad copy is under-appreciated. We’ve talked about the first three already, and now it’s time to talk about text ads. As described in the book, text ads don’t offer a...