Archive for the ‘PPC’ Category

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We regularly get email something similar to this:

I’m just one guy running my business. I want a great PPC program and I heard you can cater to someone like me. Can you help me?

I typically respond to questions like this very carefully because there isn’t a simple yes/no answer. I don’t want to provide false hope because yes, I do create great PPC programs, but much of the success is going to depend heavily on the website. Let’s look at a few things relevant to the campaigns first.
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I attended ion Interactive’s “Extreme Makeover: Landing Page” series this week. On Wednesday landing pages for lead generation were addressed, then today landing pages for transactions were covered. I found both of these webinars provided good information, however I felt they weren’t much different from each other. The advantage for attending both was that I was able to see/view more examples.

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Over the previous weeks I have made a deliberate point of talking about how important it is to use Keyword negatives to save money in your paid ad campaigns. I thought I would put together a quick lists of these top ten ways for saving money.

Let’s keep it really simple, counting down from #10:

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We’ve previously looked at Paid Search Advertising Roadmap, Paid Search Rules and Alphabet Soup and PPC. Now let’s start looking at keyword matching. How well do you understand match types?

Each of the three major PPC platforms follow a similar approach, with Google AdWords and MSN adCenter using essentially identical match types and Yahoo! Search Marketing being a little more confusing. If you can get your head around the different terminology in the three platforms then you’re going to be just fine.

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• What Not to Do When Managing PPC Campaigns
• Judging PPC Performance: Focus on Conversions
• Using PPC To Mess With The Competition

• PPC Management: Keyword List Expansion + Negative Keywords
• Don’t make this mistake! How your landing page headline may be driving customers away.
• Q&A: What is a good Click Through Rate?
• Landing page strategy

• Some Useful PPC Management Strategies
• Using PPC to make Adsense Income – The Right Way
• Key PPC Best Practices (Part 2 of 4)
• To increase your conversion rate, use your PPC ad copy

• Generating Leads Should Not Be Your End Goal
• PPC Ads as a Reputation Management Issue
• PPC Conversion Landslide – Exploring a Slippery Slope
• Getting Multivariate Landing Page Testing Straight!
• Pay Per Click (PPC) Advertising: It’s about Traffic that Engages and Converts: Not Impressions, Clicks, or even Click-Through Rates (CTR)

• My Best Advice on Improving Your Google & Yahoo Quality Scores
• 7 Tips to Increase your Landing Page Conversion Rate
• PPC Advertising: Art or Science?
• What is Your Landing Page Doing? Headlines and Welcomes – Part 2 of 4

• Using APIs to Mashup Ads & Landing Pages
• Boost Conversions With Better Product Page Images
• 3 Easy Ways to Optimize Your PPC Ad Copy
• Offline Conversion Tracking: 8 methods to measure offline sales and conversions from online marketing campaigns