Tag - PPC Marketing

Quality is a common and perhaps overused word in our marketing language. But when not used as an instrument of hype, there is a world of quality as in improvement, control, and process. One of our Search Marketing Managers, Matt LeVeque, is a member...

What one piece of advice would I give to help improve a paid search campaign? That was a question asked of our panel as SES in San Jose last week. My answer: Make sure your brand keywords are fully segregated from all others. Brand keywords...

Thus far in this series we’ve talked about the difficulty of getting a clear view of paid search performance, of deciding the most urgent risks and opportunities amidst the volumes of data that you do have. Now we come to the third issue: the...

In just one week we’ll begin publicly previewing our new paid search analytics and management platform – ClickEquations™. The initial ‘invitation only’ events are happening in San Francisco while we’re attending the...

It’s Monday morning. You manage a large paid search account. What should you do today? The answer depends, of course, on the status and situation of your account. But let’s think and talk generically. And let’s assume, for this one brief moment...

In my ‘Three Challenges’ Post I wrote the following to describe one of the fundamental reasons why I think the process of managing paid search needs to be improved: There is a lack of clarity. It is amazingly difficult to get accurate...

Paid Search Managers spend a lot of time analyzing clicks. Which keywords got them? Did they convert? How much did they cost? But how much time is spent thinking about the clicks you didn’t get? How much information do you have about those clicks...

In the earlier posts in this series the point was made that it’s hard to get clear and complete information on the performance of PPC accounts. This is true, in part, because some important information is either unavailable or plays hard-to...

Came across a great post from Chris Zaharias at Omniture today, bemoaning Google’s Automatic Matching option, which I lampooned in an earlier post. Chris makes two very interesting additional points (Beyond the great name “laziness...

Yesterday I noted that paid search managers face three challenges in trying to effectively manage paid search campaigns: A lack of clarity (reporting problems) Difficulty defining priorities (strategic and planning problems) Horrible inefficiencies...

Managing paid search campaigns is hard. But why? I’ve come to the conclusion that there are three primary reasons why it’s so hard to manage paid search campaigns efficiently and effectively: There is a lack of clarity. It is amazingly difficult to...