Posts Tagged ‘PPC’

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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)

If you’re new to working with PPC, you may be like every other newbie in the world and be confused by the jargon often used. PPC, CPC, CTR, DKI … It doesn’t take long to figure it all out, but in the early beginning it would have been nice to have someone lay out the soup for me, so I thought I’d lay it out for you. The obvious ones are: PPC = Pay Per Click; CPC = Cost Per Click; CTR = Click Through Rate; and lastly and maybe not so obvious, DKI = Dynamic Keyword Insertion.

Dynamic Keyword Insertion
When I was first learning PPC, I had no idea what DKI referred to, so as part of Boot Camp, I hope to help others understand. Essentially what DKI does, is insert the searcher’s keyword into the ad text. With search terms bolded in the ad text, your ad stand out among the other advertisers. Because the search phrase is actually displayed in the ad, exactly as the searcher entered it (well, almost exactly), it also makes text more relevant to the searcher. They see your ad written and advertising exactly what they’re looking for! In finding this, the searcher is more likely to click your ad.

Click here to continue reading at Search Engine Guide…

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• Your Contact Form Might Be Hurting Your PPC Campaign
• Make Your LinkedIn Profile Work for You