There’s a big temptation that PPC managers need to stay away from, especially when first building an account. The temptation is assumption. (And yes, we all know what happens when….) If you assume, you can waste a lot of time building out a campaign that you will just have to spend MORE time fixing later.
If you have a PPC account, as you read this you are paying for wasted clicks. Visitors that aren’t really interested in what you offer are coming to your website and you’re paying for them. Isn’t that frustrating to know? The bad news is that the nature of PPC won’t enable you to ever totally eliminate this from happening.
What’s the best keyword research tool out there? Google’s? WordTracker? Keyword Discovery? Actually, none of them. The best keyword research tool is a broad match keyword in a PPC account.
Have you ever gone into your PPC account, found a keyword that isn’t showing conversion numbers that are up to par and then make the decision to delete it? If so, you may have cost yourself some business because of what is called “conversion attribution.”
I generally implement my optimization campaigns in two phases. The first phase is a quick run through to get as many of the site pages “search engine friendly” as possible. […]
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 […]
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 […]
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 […]
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 […]
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.
when organizing your ad groups, ask the following two questions of your keywords:
1. Are the people using all of these search queries looking for exactly the same thing?
2. Should all of the people searching on these terms land on the same landing page? Or is there a better option available?
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 […]
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 […]
I recently received an email from someone looking for some advice and a variety of topics. I thought our readers here would benefit from my response. This is the first […]
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? […]
When providing SEO advice on the topic of website design, we often warn against placing important content into images. This is because search engines can’t read images like a person […]