Posts Tagged ‘PPC’

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“I have not failed. I’ve just found 10,000 ways that won’t work.”

Thomas Edison

It’s March Madness Baby!  So, time for a pep talk!

On the heels of writing about spending your PPC budget more wisely, I thought it only appropriate to encourage you to waste your money .

If you are spending your whole PPC budget on what works, you are falling behind.  Almost every author or speaker on the subject will tell you that as soon as they are ready to publish their book or deliver their presentation, the information has changed.  This industry, like most of the world, is moving fast.

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A common mistake I seen made when reviewing PPC campaigns is the failure to match keywords with their correct landing pages.  Why does this happen?  Probably because people are taught that their ad groups need to contain keywords that have similar words in them.  What? Isn’t that right?  Well…yes…and no.

It is true to an extent; but only to the extent that each of the keywords that you are grouping as similar should be landing on the same landing page.  Ad groups should be organized not only for keywords, but also for landing pages.

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The following series is pulled from a presentation I gave to a group of beauty bloggers hosted by L’Oreal in New York. Most of the presentation is geared toward how to make a blog more search engine and user-friendly, however I will expand many of the concepts here to include tips and strategies for sites selling products or services across all industries.

On-Page Optimization

A website can do just fine online without SEO. PPC, social media and other properly implemented off-line marketing efforts can really help a site succeed online with little or no SEO. But unless and until you begin to SEO your site it will always under perform, never quite reaching its fullest potential. Without SEO, you’ll always be missing out on a great deal of targeted traffic that the other avenues cannot make up for.

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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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I ran into a couple of unique situations a few months that really challenged me. Both had to do with unsatisfied customers demanding that we give them money back. Each situation was different and therefore handled differently with a different result. In one case, money was returned, in another it wasn’t.

Each situation caused me to look deeply at what was right and wrong, what was deserved and what wasn’t, and what were we contractually obligated to provide vs. what was smart business. The lessons I learned from both of these situations can provide valuable lessons to both SEOs and small business owners looking to hire an SEO for their website.

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• Using PPC Ads to Improve Your Organic Search Campaigns
• Building a profitable PPC Campaign (AdWords)

Every year Reno puts on a rodeo event. I know this, not because I live here, but because every year approximately one person asks me, “are you going to the rodeo?”

Now granted I’m not a rodeo fan, but how is it that I don’t ever know about this event, save for the lone person asking me if I’m going? Is anybody even advertising this thing?

Ok, so I may not be the average consumer. I don’t watch commercials (thank you, TiVO!); I listen to commercial-free satellite radio or my ipod exclusively (thank you, XM and apple); I get all my news from the internet (thank you, Al Gore), rarely hitting local news sites; and I don’t get out much (thank you, blu-ray.) So it got me thinking….

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• PPC FAQ – Action Packed PPC Keyword Research
• Pay Per Click Management: Seven Variables to Manipulate for Maximum Performance
• Using PPC Ads to Improve Your Organic Search Campaigns
• Pay-per-Click and Link Building Campaigns

• Don’t Make This Mistake When Opening A New PPC Account!
• Hierarchy Is Key To Creating An Effective PPC Strategy
• Small Business PPC – 26 Mistakes That Cost You Money

• May 2008 Most Popular Articles
• Stepping Out of Your Comfort Zone and Pushing Your Boundaries
• How to Speak at a Conference Without Getting Skewered on Twitter
• 7 Tips for Amateur Type Designers
• Not Sure Where to Start in Google Analytics? Here Are 5 Stats to Begin Analyzing Your Performance
• Site Clinic: Crafting Persuasive Web Content
• How to Avoid Marketing to Yourself
• 8 Steps to a Successful SEO Campaign – A Synopsis
• Developing a SEO Strategy – Part I (Back To the Basics Series)