The most common display advertising cost structure is and always has been the CPM model, or cost-per-thousand impressions. CPM is a semi-standard option that has been available across the full gamut of advertising options for years and years. In fact, CPM stems all the way back to the olden days of print ads. Remember those? Oh, good… me neither.
The goal of the CPM advertising model is a very simple one at its root. The advertiser seeks to expand advertising reach and ensure that ads have been viewed by as many users as possible. Seems simple enough, and, conceptually, it’s a sound strategy. Unfortunately, the cold, hard truth is that there has always been one unavoidable problem: measurability.
No worries though. We can kiss this problem goodbye with the advent of Active View CPM, because this bidding model guarantees that your ads are seen. Display advertisers everywhere, REJOICE! (more…)
Are you running Google AdWords Display campaigns? Is your ROI suffering as a result? Are you about to give up on what seems like a lost cause and waste of precious advertising dollars?
If you answered “yes” to each of these questions then your AdWords campaigns probably aren’t looking so hot at the moment, but don’t give up just yet. Test the advanced tips outlined below to get your display campaigns back on track and running smoothly in no time.
Whether you’re looking to generate conversions or build brand awareness, display campaigns can be an incredibly effective advertising outlet when everything is set up correctly. You obviously knew this or you wouldn’t have jumped in to the world of display advertising head first. So resist the temptation to quit and test some new display options now.
Alas, the holidays are upon us. ’Tis time to make merry, revel in cheer and spread joy across all the digital lands of yore. Let us reminisce of the improvements we’ve made to our pay-per-click accounts throughout the year and exalt the future optimizations that the new year will bring.
Now I have the cheesy Dickens-esque intro out of the way…
I’ve been a really, really, reeeaaalllyy good PPC analyst this year. So, I surely must have made the big guy’s “Nice” list. What better time to take a moment to compile my Google AdWords wishlist and e-mail it off to Santa [Clara]? What I really want this year is to spread the joy of PPC to the needy SEMs in the world.
The AdWords wishlist that I’m sending to Google Claus would simply ask for a short list of “improvements” I’d like to see from the Google AdWords platforms in the months ahead. Without further adieu…
All too often landing pages are overlooked as important variables in the search engine marketing equation. Many marketers and advertisers alike assume that their job is finished after searchers begin to click their links and/or ads. WRONG! If you learn one thing from reading this blog today it is going to be this:
YOUR LANDING PAGES ARE THE MOST IMPORTANT PIECES OF THE SEARCH ENGINE MARKETING PUZZLE.
Think about it…
Learn to reap sweet, sweet rewards from paid search by utilizing a few tips to help streamline account management. It’s vital that you are familiar with tools and features provided within the interface and that you always look ahead for new tools and features on the horizon. (more…)
Want to see how PPC & SEO work together to achieve your campaign goals? Curious if paid search is cannibalizing organic search traffic? Well lucky for you understanding the dynamics of how paid and organic search listings work together got a little easier recently thanks to an improvement to the Google AdWords UI. Paid & Organic reporting.
Advertisers can now link Google Webmaster Tools to Google AdWords which provides additional insight into the relationship between paid and organic search campaigns. This fantastic new report is aptly named ”Paid & Organic”.
Using the Paid & Organic report helps prevent cannibalization and wasted AdWords budget by identifying SEO & PPC overlap. The report effectively shows you any instances where a potential customer might have seen your paid search results, your organic search results, or…
wait for it…
BOTH paid and organic search results together on the same results page. (more…)
Using the proper call-to-action within your PPC ad copy is critical to optimizing PPC ad performance. A quality paid search ad makes a promise to potential visitors enticing them to click the ad. This promise is fulfilled after the ad click by delivering a relevant landing page experience.
All seasoned pay-per-click account managers know this.
However, most seasoned paid search managers also know that adhering to PPC ad copy character limits can require several rewrites. We’ve all felt the heartbreak of having an otherwise perfect ad exceed the maximum allowed number of characters. Sometimes these rewrites result in boring, lackluster ad copy that just doesn’t paint the picture that was originally intended. Pile on a serious case of writer’s block and you have a recipe for disaster.
Fear not my fellow PPC-ers! This quick and handy call-to-action cheat sheet was assembled to assist you on those tough days when the right word is just out of reach. Use it to help write effective PPC ad copy that potential visitors find engaging.
Enhance Your Ad Copy Writing Skills with Call-to-Action Cheat Sheet
Get started writing better ad copy right now. Find 204 call-to-action examples – alphabetized and COMPLETE WITH CHARACTER COUNT – in the cheat sheet available below. ”Why 204?” you ask. Because that’s the amount that fit on one page.
What is Google AdWords? How does it work?
If you are new to paid search advertising these are among the first questions you will have. Let’s cover the basics and bring you up to speed on how to get started with Google AdWords advertising. After all, before you become an expert you have to start at the beginning.
Before you start…
There are four essential elements you absolutely MUST have in place before you even consider launching any Google Adwords campaigns if you hope to achieve the best results: (more…)
It’s safe to say that Facebook.com and YouTube.com are the #2 and #3 most visited websites on the world wide web (behind only Google.com). No big secret there. It’s also pretty safe to assume that you or someone you know has shared a YouTube video on their Facebook Wall. Also not a life-changing revelation. What might surprise to you is that you can actually target viewers of these Facebook-hosted YouTube videos using a Google AdWords advertising product. That’s right; read it twice.
“How is this possible?” you might ask. ”Aren’t Facebook and Google mortal enemies?” you might ask. Well ya, but with Google AdWords for video and some keen investigation you are able to leverage these two super-massive audiences in conjunction with one another. You get the best of both worlds by effectively serving your advertising message alongside compelling YouTube content within the world’s most popular forum, Facebook. (more…)
In digital marketing, cannibalization occurs when a paid search ad “steals” traffic away from an organic listing. You’ll typically find questions associated to this topic like, why should I bid on my brand name keywords? Or, why should bid on keywords that I rank #1 for organically?
Let’s put these questions to rest once and for all because, in my opinion, cannibalization is a pretty harsh term to associate with paid search. So, unlike my Pac-Man example above, I prefer to view the relationship between PPC and SEO as a symbiotic one where both channels work together to achieve an overarching marketing goal. Let’s look at a few examples and discuss why it’s beneficial to appear in both spaces simultaneously. (more…)