There have been written a lot of articles about SEO and PPC synergies, and how PPC can benefit a SEO campaign when it comes to both analytics data, keywords and visibility. But today, I will try another angle. How can a SEO geek bring your PPC campaign to a higher level? Here it goes, PPC advice from a SEO expert… (more…)
This is a guest post by Pavitra Kumar, senior marketing manager at digital marketing software company, Kenshoo.
In a world full of bad economic news, our latest research shows that search marketers have many reasons to be positive: global paid search budgets have been rising with a growth rate of 24 per cent year-on-year (YoY).
These are numbers coming from the Global Search Advertising Trends Report which was released by Kenshoo last week. Below you will find a summary by Kenshoo’s Pavitra Kumar. The report also highlights a number of interesting take aways that search marketers need to think about – such as the strong performance of Product Listing Ads (PLAs) over text-based ads; mobile versus tablet and even the Yahoo! Bing Network against Google.
Data for the report was aggregated from Kenshoo’s clients who have been actively advertising over the last 18 months across Google, Yahoo!, Bing, Baidu and Yahoo! Japan. This rolling quarterly data set covered several billion dollars in global paid search ad spend. (more…)
Back in February, Google announced that they would be testing enhanced sitelinks for advertisers with desktop adverts. Over the past few months, they have continued to test and improve their systems which create the sitelinks and results have proven very positive for advertisers using the enhanced sitelinks.
As such, the enhanced sitelinks are now being rolled out globally which is great news for AdWords advertisers.
I can’t remember the last time I looked at a new PPC account that ticked all the boxes when it comes to the settings available within Google AdWords. Some of the settings are very easy to understand and set up, whilst others can be a little more confusing.
The aim of this post is to talk you through all of the settings available for a Google Search campaign and how to use and implement them. Some of these may seem very obvious to you, but you would be surprised to know how many campaigns are purely opted into the standard settings only. Advertisers can be wasting so much money on their campaigns if they are not targeted correctly and following the advice in this post should help you to get the most out of your PPC advertising.
Last Friday Microsoft announced it will be releasing an update to their Ad Preview Tool.The Ad Preview Tool lets advertisers see if and how their ads are presented, whether it is targeted or to a specific audience.
When the new version of the tool is launch uses will be able to “enter targeted terms and specify language, publisher domain, and traffic origin location at the country, state and city level to validate engagement with a particular audience.” (more…)
The areas of SEO and PPC are awfully close to each other and yet very different in their approach. SEO is about creating as much visibility as possible for relevant search queries. PPC is much more driven by ROI, visibility is not always as valuable as within SEO. Although the underlying techniques have similarities there are also some skills you just need for SEO or PPC. Therefore there are specialists in both disciplines. As a true search marketer though, I believe you should be skilled in both disciplines. And as a search marketer there’s only one place you really have to make the difference: The Search Engine Result Page (SERP).
The SERP is the battleground of search marketing. Although the most effect is clearly created within your website, the SERP is where your first and most important battle takes place. The battle for the visitor. It’s a direct battle with all your competitors. And you have to make sure you’re properly armed to be able to come out on top every time.
In this battle for the visitor there are two main strategies available: SEO and PPC. Some choose to fight this battle by just using SEO, others rely solely on the big guns of PPC. And some choose to bring out their complete arsenal to win the battle over the visitor and focus on a strong combination of SEO and PPC. (more…)
Reputation management. A part of SEM that few want to admit that they do. Looked upon as shady business. Many thinks it is about removing search results or creating black-hat`ish spam to dominate the SERPs. But is it really shady business? N-O, not if you do it for the right reasons.
Reputation management is all about controlling the top 10 for brand related searches. Because your online reputation = your top 10 in Google. It is almost that simple.
In my opinion, reputation management is smart SEM that most companies (and also all people if you ask me) need to do, bad reputation or not. It is SEM with the goal of avoiding bad search results if, or when, the shit hits the fan. Reputation management is also the work to increase your overall online presence, aka. “traditional SEM”. It is controlling the SERPS for brand related searches, before someone else does it. Reputation management is all about a broad presence of great online content, content so strong and relevant that negative news stories, blog posts or forum threads can`t outrank them for brand related searches. It is what SEO and paid search should be all about; relevance and great content.
With that in mind, here`s my 8 most basic tips for reputation management, that anybody can do. No shady business, just relevant content! (more…)
The numbers from the latest Nordic search survey speaks clearly: In the Nordics we don’t want to mix social and search. In fact, 49% disagree or totally disagree that it is helpful to see recommendations from friends and family in search engine results.
The nice guys at Wordsteam have put together this infographic which takes a look at the impact that more prominent PPC ads are having on the average Google searcher. There is no doubt that the paid search ads are now taking over much more real estate in the search results and the results they have found are incredible!
For many Google advertising is still something they ‘just do’ or if they don’t like it, keep away from. There are how ever many experts who can really make a difference in ads, just take a look at Evert‘s post “How to Keep Control over the New and Improved Exact & Phrase Match in Adwords” recently.
One thing which is hard to understand for some is how to actually look at the traffic you are getting from advertising: how are they different and how can you make best use of them? On the Ad Traffic Quality Resource Center Google tries to help their customers with just that. Last week they launched the video you can see below on that topic.
We are interested to know what you take out of videos like this. Is it useful?
Google’s newest Adwords features are a welcome addition providing us with more competitive data and transparency at a keyword level.
Next up for me at SAScon is the Advanced PPC panel moderated by Yahoo’s Jon Myers.
First speaker is Duncan Fisher from Latitude and he’s talking about Quality Score (QS). The Quality Score of your keywords is a vital aspect of your AdWords campaign, ensuring only the most relevant ads are shown on Google’s search results. It’s a ‘complex mathematical formula’ scoring the relevance of your ad & landing page to the keyword you advertise on. From the advertiser’s point of view it helps determine how much you end up paying per click. (more…)
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