Despite some antecedent evidence to the contrary, Google will not give you an organic ranking boost if you run pay per click (PPC) ads. Nor will they reduce your organic rankings just to get you to turn your paid ads back on. The truth is, the organic algorithm does not consider whether or not you have paid ads running.
However, that doesn’t mean that PPC can’t impact your organic rankings.
At the very base level, anyone CAN implement do web marketing. Anyone can throw a few keywords around to “do SEO.” Most of the channels that online advertising have made implementing campaigns accessible even to the most “green” online marketer. But if it’s so “easy,” why do businesses have such a hard time getting the type of results they want and need? Many throw up their hands and assume web marketing simply doesn’t work.
What they fail to realize is that there is a world of difference between implementation and the knowledge that directs the strategy and details after the implementation. As Thomas Edison famously said, “Genius is 1% inspiration, 99% perspiration.” To find out how this applies to your PPC campaigns and how you can become a digital marketing genius, read my latest article for SEMRush.
In the realm of online advertising, “PPC” stands for “pay-per-click.” This means just what it says . . . you pay the owner of the real estate where your ad is placed (search engine, website, app, etc.) a fee for each click your ad receives. In the offline world, advertisers traditionally pay owners of advertising space based on impressions (typically cost per thousand impressions). This is because it is much harder to tie direct customer actions to specific ads, like if a billboard or TV ad caused someone to go to the store and purchase your product. But since clicks on online ads can be tracked and analyzed, paying per click is a much easier system. Therefore, you will find most ad platforms offering this bidding option as the default (although there are other options to choose from).
I’ve said it before and I’ll say it again: The power behind running successful pay-per-click (PPC) campaigns lies in the knowledge of the platforms and the knowledge of how online advertising and marketing works. So when a PPC manager like myself can find ways to make the hard work of implementing our golden knowledge easier, my heart leaps for joy! One of those leaps came courtesy of Google AdWords in the form of AdWords Scripts.
PPC Search Query Report. Snore. I know, I know, but bear with me. I’m about to make it a lot less complex and yes, even interesting.
For anyone that has a stake in the performance of a PPC account, the PPC Search Query Report is anything but boring. That’s because they know how properly handling this animal can affect performance. Ask any PPC manager what they look at first when optimizing or auditing an account. This report will always be at or near the top of the list because search queries are the lifeblood of search advertising. They’re what makes the whole system go and are a big part of deciding how it goes for you.
Ignoring these reports can cost you dearly and even convince you that PPC “doesn’t work” for you. On the flip side, properly managing this report can be a major part of why you succeed. Therefore, learning to work with it efficiently is very important, and I’m going to show you how to do just that.
It’s hard to keep up on the latest thought leadership, ideas, trends and news in the web marketing industry, which is why we bring you the Final Lap. Each member of Pole Position Marketing Pit Crew, and the office alter ego, Max Speed, bring you their winning article to help your business.
Topics include SEO, paid search, usability, link building, local search, content marketing, social media and other areas of marketing and business. Plus, you’ll find articles that have earned “honorable mentions” and are also worth a read. Enjoy and feel free to comment with your winning articles.… Continue Reading
One of the most common things mentioned in articles on building successful PPC campaigns is landing page optimization. And rightfully so. The quality of a landing page can have an impact on Google’s weighting of where a paid ad will show and how much each click costs. But what about landing page optimization in articles on SEO? You don’t see it very much. It’s considered stuff for ads and instead you find information on optimized pages.
Why should there be two types of pages? We really shouldn’t be thinking of them as two separate types of pages or actions being taken to a page. In my latest blog post on Search Engine Land, I take a look at how to merge these two types of pages into one optimized landing page. The optimized landing page works great for both PPC and SEO purposes and provides twice the performance. … Continue Reading
My worlds collided this week. By day I’m the snarky, sometimes funny, sometimes annoying, occasionally off-color and always pointed alter ego in the office. By night I’m a sci-fi obsessed geek (in a good way).
Imagine my surprise, shock and joy when I received an email from Kathy that Captain James T. Kirk, AKA William Shatner, would be the closing keynote at Content Marketing World. In Cleveland. 60 minutes from our office. I wonder which hotel he’ll be staying at…
While I’ve been developing my Capt. Kirk stalking sighting strategy this week, here’s what the rest of team has been reading.
We hear this going through business owners’ and marketing executives’ minds a lot when presenting the idea of managing their PPC campaigns for them. Many of them seem to have a fear of allowing someone outside of their organization (or maybe even someone on the inside) to take over control of something they may feel they already have control over. This is an understandable feeling, especially if their campaigns are making a profit.
They most likely feel that since they’ve built something that’s working, why risk having someone else mess it up? Combine this with the fact that PPC platforms have put forth a lot of effort to make it easy for anyone to set up campaigns, and you can see why it might be hard to believe that letting someone else manage your PPC campaigns (while paying them a fee) is necessary. [tweet] Therefore, they become yeah, butters. … Continue Reading
Star Trek is everywhere, if you don’t believe me, check out the photo below. My co-worker, Kathy, snapped this when she was in Pittsburgh this past weekend. Her husband said they almost got in a car accident when she saw the sign, but had to get the photo for me. She’s such a dedicated friend. Have you seen any Star Trek street names in your neck of the woods? … Continue Reading