Category Archives: Paid Search Management

Running a Paid Search Campaign? Keep a close eye on Search Partners

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All the major search engines increase the number of searchers they offer an advertiser by allowing their search results to show on 3rd party websites.  The traffic for paid ads showing on these 3rd party sites is typically of a lower quality than that generated by the search engines’ own sites. However, that traffic is also usually cheaper, so some types of businesses benefit by having their ads show on search partner sites.

If you allow your ads to show on search partner sites, it’s important to constantly monitor the traffic those sites generate.  This fact was underscored one day a few weeks ago when a Path Interactive client suffered an 800% traffic spike on one particular adgroup in a Google campaign, with most of the spike coming from one keyword, with no corresponding increase in conversions.

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Should Your Businesses Have a Phone Number In Its Ad Copy?

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The debate about including a phone number in search ad copy has been going on for years.  The Nos argue that inserting a phone number takes important space away from your marketing message, and that if people call without clicking, it will lower your quality score, thereby driving up cost.  The Yesses often focus on the fact that if a searcher calls without clicking, you don’t pay for that click.  They also note that few advertisers include a phone number in their ads, so doing so can help your ad stand out.

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Ari & Stephanie: The Newest Type of Google Advertising Professional

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Earlier this year, Google gave Path Interactive employees the chance to help test Google’s AdWords Certification Beta exam.  Taking the two experimental exams (one for Beginners and one for Experts) would be an all day affair, so we only sent two of our campaign managers: Ari Berdy and Stephanie Scorziello.

We are proud to report that both Ari & Stephanie passed the exams with flying colors!  They are now among the first to be the newest type of Google Advertising Professionals.  Congratulations Ari & Stephanie!

Why You Should Care about Content

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Don’t be intimated by the high number of impressions and low click through rates. An effective content campaign can  supplement the success of a good search campaign and help bring in more leads for your clients. Granted, not all clients are made for content. But if you have a client that converts well on their search campaigns, and their acquisitions would favorably suit a PPC content campaign, you may be in luck.
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Google's New Keyword Tool: A Review

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Google’s trusty Keyword Tool has been overhauled, mostly for the better.

At its core, the new Keyword Tool, currently in beta, is identical to the old one. You enter seed keywords or a site URL, and it generates relevant keyword ideas, along with associated statistical data, such as search volume and competition. This can then be used for search engine optimization, paid search or general market research.

This is really where the similarity ends. While the new Keyword Tool is missing a few features we’ve become accustomed to, it contains at least 11 new or improved ones, some significant. Continue reading →

Landing Page Costs – Should I Invest in Landing Page Creation?

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Clients sometime question the cost of designing a landing page.  Many feel their current site is sufficient enough for search marketing and they don’t need to spend more money on rebuilding something they have essentially already invested in, their website.   Sounds reasonable right?  From a client point of view, why outlay more money if they already have a website they’ve spent time and money designing.

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