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Final Lap: Winning Web Marketing Reads–May 2014

A Weekly Review of Web Marketing ArticlesIt’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


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Optimized SEO Pages + PPC Landing Pages = Optimized Landing Pages That Rock!

merge ideas
Merge Optimized SEO Pages and PPC Landing Pages to Create Awesome Optimized Landing Pages

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.
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Final Lap: Good Reads for the Week Ending July 26

A Weekly Review of Web Marketing ArticlesMy 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.

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Yeah, But…It’s So Easy to Run PPC Campaigns

Yeah, But... It's time to bring your business up to speed

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.
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Final Lap: Good Reads for the Week Ending June 21

A Weekly Review of Web Marketing Articles

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?
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A Simple Overview of AdWords Enhanced Campaigns

Why the Change?

The advancement of internet usability on mobile devices, combined with more people getting their hands on them, has led to rapid growth of mobile search usage. When you factor in technology like AdWords, you can see how advertisers have more opportunity to deliver—and consumers to receive—targeted advertising messages that are relevant for more specific devices, times and locations than ever before.

Yet, not many advertisers were creating AdWords campaigns for mobile devices, simply because the campaign structure was difficult to discern and hard to manage. This, of course, was costing Google money in ad clicks and costing advertisers conversions from prospects searching for what they offer. So Google came up with “Enhanced Campaigns” as a solution.

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A Simple Overview of View-Through Conversions

What They Are

A view-through conversion is a measure of the number of online conversions that users complete after they see—but do not click—a display ad on a website.

How They Work

How a view-through conversion is tracked, recorded and analyzed will affect your conclusions about the effectiveness of your ads. Here are some things to keep in mind when collecting and analyzing them.

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Get a Sense of How Your PPC Ad Compares to Your Competitor’s

You’ve written what you perceive to be a good ad (or let’s hope you wouldn’t have written it). But, what you perceive doesn’t matter. It doesn’t matter to the search engine (Google in this example), and it doesn’t matter to the searchers. What matters is what the searchers think of your ad compared to the motivation that sparked their search, in relation to all of the options in the results they have to choose from.

But, this information isn’t readily available to you. Sure, you can see what your click-through rate (CTR) is, but you have almost no idea if it’s good or bad or how it compares to every other listing you’re competing against. I say “almost” because you can have a sense if it’s good or bad over time through testing and experience with PPC. But I believe you can get a better idea of where you stand if you crunch a few numbers.

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Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

....

Final Lap: Good Reads for the Week Ending April 26

A Weekly Review of Web Marketing Articles

This week our crew chief has been in the Big Easy imparting his SEO wisdom to the attendees at PubCon.  While the chief is away, the crew will play. Well, we managed to squeeze in a bit of play time with Cylon, the chief’s lovable dog who’s been a little forlorn. So, what’s been happening in web marketing this week? Here’s a sampling of what the pit crew has been reading.
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2,000 Words of Insight from Only 2 PPC Competitive Metrics

When managing PPC campaigns (or any marketing campaigns for that matter), analyzing, testing and adjusting given information about your competitors can be extremely helpful and necessary. Knowing what they may be doing better and/or what you may be doing better, when they’re spending their money, what’s working and not working for them, etc. can give you strategic advantages that can help you make profitable adjustments.

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Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

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