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Archive for the ‘PPC Management’ Category
How To Improve Your Google Quality Score
Kristy daniel | December 21st, 2011
The popularity of Google as an internet search tool is so pervasive that in 2006, the verb ‘to Google’ was added to the Oxford English Dictionary. In the following years, Google’s hegemony over the world of search has persisted. But Google is more than just a search engine – it’s also the force behind AdWords, a powerful tool for businesses looking to advertise goods and services to Google search users. Because Google Quality Score is one of the leading indicators of an ad’s performance under AdWords, we’ll use this article to explore the ways you can improve your Google Quality Score and attract more business in the process. How are ads triggered, and what determines their placement? First, a quick recap of the basics of AdWords: When web users search for something on Google, their search results are accompanied by a series of advertisements on the top, right and sometimes bottom side of the page. These ads are populated with keywords related to the web user’s search terms, so that only ads relevant to the user’s search appear on screen. Over the years, factors that determine ad rank have changed. Previously, the most coveted ad positions simply went to the highest bidder for a given keyword. Today bidding still plays a role, but ad position and cost-per-click are determined in much larger part by the Google Quality Score, which evaluates ads on a broader and more complex set of criteria to provide better results for viewers. Things like keyword clickthrough Continue reading…
5 Simple PPC Management Tips For Q4 – Part Two
Michael Block | September 29th, 2011
Without further ado, here are tips 4 and 5 from yesterday’s post on prepping your advertising campaigns for Q4… 4. Consider an engagement with Facebook Ads: Facebook is a juggernaut. In 2010, Facebook became the most popular site on the Internet in terms of time spent on site. In 2011, Facebook has continued to widen the gap. Facebook’s dominance isn’t in question by most advertisers, though; the biggest unknown is whether or not Facebook can prove to be a viable medium for direct marketers. To date, there are several takeaways from advertising in Facebook: It’s incredibly important to keep ad creative fresh. Advertisers concerned with ROI should stick to the cost per click (CPC) model rather than the cost per thousand impressions (CPM) model. Although it can be easy to drive traffic from Facebook, driving conversions is much more difficult. That said, Q4 may be the exact right time to try your hand at advertising on Facebook. Because of the unprecedented demographic information, Facebook makes targeting and segmenting unbelievably easy. Let’s say you are a retailer and the hottest item this Christmas is a new video game called Widgetworld. If the game is aimed at young adults, an advertiser can quickly create four campaigns aimed at male young adults, female young adults, the fathers of that audience and the mothers of that audience. Using age, gender, interest and other categorized information, an advertiser can tailor ads and bid levels to each group autonomously. Some advertisers may be aware of this Continue reading…
Tags: demographic targeting, facebook advertising, microsoft adcenter advertising
Posted in PPC Management | 2 Comments
5 Simple PPC Management Tips For Q4 – Part One
Michael Block | September 28th, 2011
It’s almost October and you know what that means. No, I’m not talking about figuring out how to end things with your summer fling or how to make your Justin Bieber Halloween costume less creepy, I’m talking about how to get your online marketing adequately prepared for the upcoming holiday season! If you think that September is too early to be gearing up for that all important fourth quarter, then you’re doing your competition a huge favor. Luckily, Q4 isn’t something to fear; it’s something to get excited about. Even if you aren’t a retailer, Q4 can mean the beginning of a new fiscal year, the return from a long vacation or the preparation period for the beginning of the 2012 calendar year for your potential clients. Below, I’ve laid out five PPC management tips for Q4 that can be applied very easily for advertisers of all stripes, from eCommerce stores looking to have a big Christmas season to B2B service providers looking to keep a leg up on competing firms: 1. Get a preview of what to expect using Google Insights: Google Insights for Search is a tool that advertisers can use to see historic trends for some of their top keywords over time. In order to get an idea of what you can expect out of your potential audience, try entering in a few of your high volume terms into Google Insights. Make sure that you set your parameters correctly. For most of my clients, I like to Continue reading…
Tags: Google Insights, mobile advertising, Remarketing, Retargeting
Posted in PPC Management | 3 Comments
Client Profile – SwimsuitsForAll.com
Marissa Allen | November 8th, 2010
SwimsuitsForAll.com was founded in 2004 on one basic principle, to offer an easy way to shop for quality swimwear and accessories that work for real women’s sizes 8 and up. With their amazing inventory of fashionable swimwear, their easy-fit guides and personal consultants, SwimsuitsForAll.com has been successful in helping thousands of women find the right swimwear to fit their bodies, styles and budgets. Taking pride in their customer service they offer email and live support, easy exchange and return policies, express and international shipping and a low-price guarantee, all to ensure that your shopping experience is worry-free. With the goal to continue increasing their revenue, SwimsuitsForAll.com came to Wpromote in July looking for ways to further expand their online advertising and to ensure they were making the most of their existing PPC advertising spend. Wpromote analyzed their existing campaign and determined that an aggressive content campaign was needed to boost brand awareness and recognition. Wpromote also enabled revenue tracking on SwimsuitsForAll.com’s campaign so they could see ROI across the board in the search engines. In their first month with Wpromote, their number of conversions tripled from 384 in July 2009 to 1206 in July 2010. Wpromote continued to optimize their campaign by linking their Adwords account to their Google Merchant account so that images would appear in their sponsored listings. This helped attribute a notable rise in total volume and overall conversions during the client’s typical off-season. Compared to last fall, conversions have increased by 46% in August, 242% in Continue reading…
Contextual Advertising with PPC Campaigns
Kevin Burns | August 23rd, 2010
Where you get your information can say a lot about who you are and what your interests are. With the plethora of information available today relying on one news outlet almost seems impossible, but if that happens to be the case for you please use the content of this blog to become more familiar with the abundance of information that is at your fingertips. This blog will provide a wide variety of outlets for general news, niche updates, and a look at news filters that publish content for specific demographics. For any online marketers out there this blog will also show you how to find the specific venue or audience to speak to for PPC campaigns based on various online analytics. According to my Google analytics Weather.com is one of the most visited news websites right now, but because this blog is written from Los Angeles I will have to trust Google that this is an essential website across the country. The runner up for the most visited news website is CNN.com. Not a big surprise, given that CNN is a Turner channel, which is owned by the conglomerate TimeWarner. CNN has the resources to provide coverage of events around the world, so why wouldn’t they have a commonly known and relied upon website. One of the most popular newspapers in the United States also has the third most visited news website, NYTimes.com. The next two most popular news websites are The Huffington Post and Foxnews.com. These two websites typically Continue reading…
Start an Online Buzz with PPC
Kevin Burns | August 2nd, 2010
Are you trying to promote an event? Are you looking for the most entertaining way to spend your day? Then look no further because this article has every website, email update, blog and tool for staying in the loop and ahead of the crowd. Let’s start with finding a great party first, then we’ll move on to how you can promote your own. Here are a few websites that highlight the most exciting events happening in your city. Thrillist does a great job of updating you on restaurant openings, coupons for local activities, all types of events, new products relative to your preferences, and news appropriate for your demographic. Thrillist provides these services for Los Angeles, Las Vegas, Chicago, New York, London, and many more cities across the globe. This extensive collection of prudent information pertaining to party goers is also an essential tool for vacations, so you don’t look like such a tourist. If you enjoy having a good time, all the time, then check out (your city).going.com, for example losangeles.going.com. This website is very similar to Digg, or the organic search functions of Google, because the most popular events stay towards the top of the page. Here is a quick collection of websites that aggregate announcements of local events, parties and concerts; Urbandaddy.com, gets you in the know, RunDown.com, allows you to stay up to date with great events and the latest viral sensations, DailyCandy.com, is for the ladies and fashionable conscious, and for the most comprehensive collection Continue reading…
