Running a paid search campaign isn’t just about getting your campaign optimised and driving traffic to your site, more importantly the landing pages need to convert otherwise you will not be getting the ROI you are looking for.
In this session at SMX London 2012, four great speakers take to the stage to share their tips on how to create effective landing pages that people just can’t say no to.
You have them at conferences sometimes: the battle between SEO and PPC on stage: which one is better, which one is more effective and which one is easier. Probably those in favor of either one of them will never agree on that.
Still there are many who don’t see the difference. People ‘on the streets’ who are asked about Google sometimes say they believe every result in Google is PPC: you have to pay to get up there. But they won’t call it “PPC”, because they haven’t even have heard of the term PPC, let alone SEO. This infographic looks at the initial differences between the both.
At Fusion Marketing Experience it is all about experience (the title says it all right?) and how you should look at different channels and integrate them: Think about what you are doing.
When it comes to both ‘experience’ and thinking about what you are doing Bryan Eisenberg is the person you want to have opening the day on your conference as keynote speaker. He shoots tips like he’s shooting hail and will get you wide awake early in the morning.
His keynote on day 2 of Fusion Marketing Experience was a talk about how you can better optimize your PPC efforts by looking at who you are targeting. The good thing about this talk however is that everything he explained can simply be transferred to any other channel where you can do the same. (more…)
Last month, I spoke alongside Brad Geddes in a panel at the SMX Munich about “Large Scale PPC“. One of the subjects in my presentation was the account structure and how to use your structure to keep control over the account. In the near future after the introduction of “improved exact and phrase match options” in Adwords, control will be even more important. How can you use this new feature to your benefits and prevent the account from “slipping” out of your hands?
Not nearly 3 years ago, the maximum number of campaigns an advertiser could build in Adwords was 25 campaigns in a standard account and 50 campaigns in an “enhanced” account. Today, we can build 10.000 campaigns in a standard account. Why did Google increase this amount so rapidly? The answer is clear: today we have so many options and settings on a campaign level, that we just have to build more campaigns than we did a few years ago!
Think about the use of mobile and tablets, the changes in the display network, remarketing and especially all the ad extensions that we can use today. In the last months, Google kept on pimping the sitelinks, increasing the number of sitelinks in some cases from 4 till 6 sitelinks and introducing even enhanced sitelinks, which give you the possibility to cover a bigger part of the search result page. (more…)
We all know that search engines like Google and Bing are a fantastic place for brands to advertise, but did you also know that the bigger social networks offer their own advertising programs? Now more than ever before, it is essential to expose your target market or demographic to the services or products you offer and those potential customers are just as likely to find you via social media sites as they are via the search engines. In advertising, whether on or offline, it is vital to go to where your potential customers are and social media sites are becoming one of the most popular ways for people to interact on the internet on a daily, if not hourly, basis. Even when they are not actively searching, people are still being served feedback on products and services from previous customers and from their peers.
Advertisers who use Social Media PPC are tapping into the viewing and buying habits of those born after about 1980, the so called ‘Generation Y’. These users are the most comfortable with the internet and use it as their primary method of gathering information and making financial transactions. With 85% of Generation Y thought to be actively participating on social media networks, there is obviously massive potential to sell to them in a way they are comfortable with. The main players in the social media advertising market are Facebook, Twitter & LinkedIn, and we will take a quick look at each of these social networks in turn. (more…)
It seems like a long time ago now that Google AdWords introduced filters to their browser environment and I want to spend some time in this post going through some of the filters that should be set up and used for all campaigns.
For those of you who don’t know about AdWords filters, they are available at campaign, ad group, keyword and ad text level and they can help you to identify any problems areas that may require attention.
Next up in the PPC track we have Ben Jesson and Craig Sullivan talking about Conversion Rate Optimisation. In this session we are going to learn exactly how to change a website to achieve increases in profit in the shortest amount of time.
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This is the first of my five live blogging sessions for State of Search at the SES London Conference today. We will be listening to Jonathan Beeston and Sam Fenton-Elstone talking about PPC Campaign Architecture and how to get this key campaign element right and truly set up for success so let’s get started.
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I love tools….it’s kind of a hobby to play around with new tools at night and during the weekend. So I’m looking forward to this PPC tools session at SES London 2012. The session is moderated by Jon Myers of Yahoo. Speakers are Thomas Bindl, CEO & Founder of Refined Labs, Alistair Dent, Head of PPC Training at Periscopix and Andy Mihalop, Head of Search and Biddable Media at Moneysupermarket.
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QualityScore is definitely one of the most important metrics in your Adwords account. It decides among others if your ad is eligible to enter the Adwords auction and, if yes. what position it takes. Furthermore this magic number influences the amount you pay for the click. Before starting to cover this session let me give you one quick book tip about QualityScore: “QualityScore in high resolution“, by Craig Danuloff, A must-read for every search marketer!
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Welcome to my first post as a full time blogger for State of Search. In this post, I am going to recap on some of the features within Google AdWords that have been launched over the past year which we should all be considering when managing campaigns in 2012.
With Paid Search (PPC) costs continuing to rise, it has become more important than ever to pay attention to how you are managing PPC campaigns. Google AdWords in particular has seen Cost per Click costs increasing significantly over the past year and this is set to continue as more advertisers start joining the PPC marketing game.
In addition to rising costs, PPC platforms are continuously adding new features and tools, which we all need to be aware of to ensure campaigns are running efficiently and are not wasting money. (more…)
It’s been a few weeks since Google announced changes to the Adwords Quality Score algorithm, and although PPC isn’t my main discipline, I can certainly see the effect that update has had on the five PPC accounts I’m involved with. Some keywords that previously had a Quality Score (QS) of 5+ have dropped to a score of 2+, and this has had a direct effect on their placement, despite the same amount of budget spend. I know there’s still a huge school of thought that insists that PPC and SEO are separate entities and never the twain shall meet, but the latest move by Google is forcing the gap between the two to close even further. So, what is Quality Score and why is it so important? Well, if you’ve ever had working experience of Adwords, you’ll know that Google uses QS to ascertain both the relevance of an ad as well as the relevance of the keywords and landing page of the destination URL of that ad. Other determining factors include a decent Click Through Rate (CTR) as well as the ad/campaign’s historical performance. (more…)
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