If you’re running an AdWords campaign with any sort of trackable conversion, make sure you’re using the Search Funnels data to inform your optimization. It offers such stats as Time Lag, Path Length, First and Last Click Analysis, Assisted Conversions, and Top Conversion Paths, all of which can help you better optimize your account.
Category Archives: Paid Search Management
Reading: 5 Reasons Why Brand Marketers Should Use Search Retargeting
Search Engine Land‘s Frost Prioleau explains how search retargeting, also known as remarketing, supercharges your PPC campaigns. Roughly 98% of visitors to your website will leave without converting. Remarketing serves display ads to those visitors on other sites, keeping your brand top of mind and offering more opportunities for messaging. Prioleau writes that retargeting offers access to consumers at the top of the purchase funnel, but the real value of remarketing is connecting with visitors in the middle or bottom of the funnel. Any target of a remarketing campaign is already interested enough in your services that they have either searched for your service or visited your site. Continue reading
New Google SERP's Potential Effects on Paid Search
You’ve probably already noticed the fact that Google rolled out a new look yesterday for its SERP (Search Engine Results Page) for local searches. As you can see in the screenshot below, the old SERP featured a “7-Pack” of local business listings, interspersed with organic results from the wider web, surrounded on the top and right hand side with paid ads.
A few notes from the Facebook PPC session at SMX East
There Are Significant Similarities Between Facebook Ads and Paid Search
Though Facebook PPC is typically more top of the funnel, and paid search PPC is more bottom of the funnel, there are a number of similarities between the two:
1) Demographic/interest targeting on Facebook is akin to selecting keywords on paid search. The more specific you get, the smaller your potential audience. Also, as you get more specific, you typically have to pay a higher cost per click.
2) If you’re running direct response campaigns, you want to keep your demographic/interest Facebook targets pretty tight, Just like you want to keep adgroups tight in paid search. Also, make sure you avoid grouping related but dissimilar groups together. For instance, if someone is interested in sustainable energy, they might be thinking wind energy, not biofuels. Keep those sorts of interests separated.
3) Just like you want to write ads specific to each Ad Group for paid search, optimize your ad copy for the demographic/interest that you’re targeting.
Landing Pages – Where Should You Send Your Facebook PPC Ad Traffic?
Most people would say it’s best to send Facebook ads to your Facebook page (preferably a custom tab), thinking that they’ll be happier staying in the same environment. However, that may not necessarily be the best way to achieve your goal. Continue reading
SMX East 2010 Session #1: Mobile Search Ads
Path’s first session for SMX East: Mobile Search Ads. We all know mobile search is the next big thing (with 500% growth from 2008-2010 according to Google), but do we know just how much weight it holds for SEM? Here are some interesting takeaways from the SMX East Mobile Search Ads session for your enjoyment. There were panelists from Google, Bing, Chitika, esearchvision and Range Online Media who all gave their statistics and tips regarding their experience with mobile search campaigns. Continue reading
AdWords Now in Google Toolbar Results
I’ve never seen AdWords in Google Toolbar results prior to today, and haven’t been able to trigger their appearance with any search other than for Orbitz, the online travel company.
A brand new AdWords beta, perhaps? Continue reading
How Much is BP Spending Online?
BP is reportedly spending 50 million dollars on a recent P.R. campaign and have recently started buying ads on search engines, I give you my estimate of how much I think they are spending in this video.
Pay For Search? I'm #1 Organically!
“Why should we pay for brand leads? We already rank in position 1 organically for our brand terms.”
It might be from your CMO or your contact that online shoe store you just signed, but whether you do in-house or agency paid search advertising, you’ve undoubtedly had this asked before (perhaps several times).
A couple of answers. Continue reading
4 Ways You Can Save Time in Excel
Smart PPC campaign managers know Excel is a powerful tool that can make managing their accounts easier, faster and more efficient. But are you making the most of it?
Facebook Advertising – Who Should, and Who Shouldn't
By now, most advertisers are familiar with the basics of paid search advertising: you choose a list of keywords that you want to trigger your ad, select the maximum you’re willing to spend per click, and then instruct the search engines to match you up with people searching for your terms. Since searchers are looking for a specific service or answer at the time of the search, paid search is great for transactional advertising such as generating sales or leads. If you are offering exactly what the searcher is looking for, he or she is likely to convert.
More People Now Visit Facebook Than Google
Search engine advertising has been a dominant force in the world of online advertising for years now. However, with Facebook taking up an ever-greater share of people’s time online, it is inevitable that Facebook will also account for an increasing share of online advertising. That said, Facebook advertising isn’t useful for every business. Here is some information to help you decide whether your company should give it a try.
