I once had a business owner tell me that he didn’t want to optimize his website for a product they sell because they don’t sell very much of it. The […]
In the annals of bad business practices, the pay-per-ranking pricing model is probably the worst metric a web marketer could use to determine their value. And that’s even assuming that […]
Hardly. There is a great amount of value in SEO, but online success cannot rely on SEO alone. SEO focuses on getting your on-page elements just right so your site […]
Let me just start by saying that I have a few number of pet peeves. One that really gets under my helmet is when I’m trying to help someone who […]
While it’s great to know what people want, when you give them what they want, you only give them a partial solution. The want is the symptom. But, when you […]
Search engine marketing is an intense game of strategy, analysis, and patience. But, it’s also a game with multiple, sometimes even conflicting, goals. Depending on who you talk to you, […]
Last week, we talked about PPC trick #1 to building your online business for the long-term – using keywords correctly. This week, let’s talk about another “trick of the trade” that will also help on the way to this goal.
As the number of targeting options for PPC increases, so do the creative ways in which you can organize your campaigns to get the maximum effectiveness out of them. As I mentioned last week, for example, you can create a “fishing” campaign and a “bucket” campaign in order to separately control budgeting, bidding and other targeting options to focus your efforts on dominating the locations (search queries) that really put food on the table.
In my last post, I shared using a fishing metaphor to talk about stepping your PPC game up to the point where you know how to use it to build your online business for the long haul. So, let’s start looking at some of the “tricks of the trade” to do just that.
One of the great things about PPC advertising is its immediacy. You can start running ads right now and see almost instantaneous results; whether good, bad or just ok. But, the trap that we don’t want to fall into when running our accounts is limiting our thinking just to what can be gained right now. The fact is, PPC is a great way to help build all areas of your online business long-term. And with the continuous expansion of features and avenues being offered in this channel today, the possibilities continue to grow.
If you take your PPC campaigns seriously (why wouldn’t you?), you’re always testing. Always. It’s the only way to accomplish long-term growth and gain insights that will translate into all of your other marketing channels. One problem that has been inherent since the beginning of PPC is the inability to do true A/B split-testing with variables like keywords, bids, ad text, ad groups, match types, dynamic keyword insertion, etc.
The only way to avoid hearing criticism is to be deaf or dead. The only way to avoid being criticized is to never have been alive. As history books have […]