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Posts Tagged ‘Adwords’

Getting A ‘B’ In PPC SEM

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harryhuxford | Tuesday, September 7th, 2010

Filed under: PPC Tips & Advice

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Separating The B’s From The C’s
I recall the first days of new college courses and how professors made me read syllabi detailing the material to be learned and the grading rubrics I’d be measured against. Often professors talked about “separating the B’s from the C’s” and presented us with a set of criteria we’d have to meet in order to get a ‘B’. Keeping that memory alive, I’ve compiled a list of 5 pitfalls that novices and beginners tend to fall into when first getting started with PPC. Avoid these 5 pitfalls and you’re guaranteed at least a ‘B’ in pay-per-click search engine marketing. Read More »

Psychological Tactics In PPC Ads: Urgency

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harryhuxford | Monday, August 30th, 2010

Filed under: PPC Tips & Advice

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This Message Will Self-Destruct In 3..2…
Urgency and scarcity are intertwined as urgency is essentially the scarcity of time. As consumers, we encounter urgency most often in the form of coupons with expiration dates as well as time-limited offers in TV commercials. Induced urgency is just like induced scarcity as in both scenarios there’s something tangential to the product that has a limited opportunity to act upon. This is the “special offer.” The products themselves may still be available long after the offer’s expiration date. Read More »

PPC or SEO? That Is The Question

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Robert | Friday, August 27th, 2010

Filed under: Basic, Intermediate, PPC Tips & Advice, SEO Tips & Advice

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Once Upon A Time:
Do you remember once upon a time (approximately 2002 or so) when every company had a mantra “we have to advertise on Google”? Yet, when asked why, most marketing professionals replied, “because everyone else is including my competitors”. That wasn’t a good answer then and it isn’t a good answer today.

An interesting side bar worth noting, however: I often hear that same answer today as it relates to social media marketing. It’s funny how things repeat themselves.

Nevertheless, there are very good reasons to pursue a pay per click (PPC) strategy, and there are very good reasons to pursue a search engine optimization (SEO) strategy, but there are even better reasons to pursue a PPC and SEO strategy combined. Why? Let me tell you one of the many good reasons. Tweet this. Read More »

Psychological Tactics In PPC Ads: Scarcity

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harryhuxford | Thursday, August 26th, 2010

Filed under: PPC Tips & Advice

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While Supplies Last…
Black Friday. iPhone launch day. We remember hearing about people lining up for miles outside Walmart to buy deeply discounted HDTVs and outside Apple stores to buy the new iPhone. Although quantities are limited on these days, it’s not like Walmart and Apple are suddenly going to stop selling these products afterwards. Indeed, HDTVs and iPhones will always be on sale. On Black Friday, people are really waiting in line for the deep discount and saved money. In the iPhone’s case, people are really waiting in line to be the first one on the block to have it or to take advantage of the hype and resell it for a profit. The fact that both sets of people do not wait hours in line for the product alone but for a prize tangential to the product speaks volumes to the psychological power of scarcity. What’s really behind this behavior is the fear of loss which could be money lost from not acting on a bargain or satisfaction lost by not being the first to own a new Apple product. As product supply dwindles the fear of loss intensifies and so does the impulse to buy. Read More »

The Quest For The Perfect Keyword

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emmadavis | Tuesday, August 24th, 2010

Filed under: Basic, Basic, PPC Tips & Advice, SEO Tips & Advice

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As summer winds down and the back-to-school fall shopping season is upon us, It’s more obvious than ever that a strong online brand presence has become a crucial step towards success. The core strength of any internet marketing campaign lies in the “findability” of a product. The question is, to what extent, as a company, are you able to influence how easily potential customers can find your product? The answer, of course, is another question: How hard are you willing to work to find the perfect keyword? Read More »

Preaching Versus Practicing Adwords

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Robert | Tuesday, August 17th, 2010

Filed under: Advanced, Intermediate, PPC Tips & Advice

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A Theorist’s Definition of Large-Scale:
Most theorists who preach but don’t practice the management of Adwords define large-scale in terms of keywords under management. I think it’s safe to say that theorists would define large-scale accounts as having many thousands, even tens of thousands, and sometimes hundreds of thousands of keywords under management. As practitioners, however, we define large-scale in a slightly-different way.

A Practitioner’s Definition of Large-Scale:
Yes, although it’s true that large-scale accounts have thousands and thousands of keywords, the real definition lies in the number of ad groups in an account, not keywords.

Since keywords have to be segmented into small groups (i.e., ad groups) together with other keywords that share a literal word or phrase, then the real measure of a large-scale Adwords account is measured in terms of the number of ad groups in the account. This is something theorists don’t have to contend with.

The penalty for not segmenting keywords into very small ad groups that share a literal common word or phrase is a poor quality rating. See a previous blog, “Six Essential Steps For Adwords Success”.

So what?:
So why even discuss the difference between a theorist’s definition of large-scale and a practitioner’s definition of large-scale? Because practitioners are faced with having to manage and optimize bottom-of-funnel (BOF) performance (i.e., paying customers), which is the real measure of cost of acquisition (COA), as opposed to optimizing top-of-funnel (TOF) performance (i.e., leads), which is better described as cost per lead (CPL) not COA. This is a very important point that often gets completely overlooked by most PPC professionals. Read More »

Is Google Evil, Or Just Devious? – Trap No. 3 (Cont)

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harryhuxford | Friday, August 6th, 2010

Filed under: PPC Tips & Advice

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Showing Ads At All Days And Hours – Revisited
In my previous post “Is Google Evil, Or Just Devious? – Trap No. 3″, I walked through the process of optimizing hourly ad scheduling by computing the average COA/Hour. This post will jump one step higher to optimize ad scheduling on the day of week dimension. Fortunately, we do not need to create any reports at all, thanks to the relatively new AdWords Dimension tab.

Meet The AdWords Dimension Tab:
The AdWords Dimensions tab offers a quick view of campaign performance metrics across seven time dimensions: Day of Week, Day, Week, Month, Quarter, Year and Hour of Day. AdWords tracks conversions in all dimensions but the Hour of Day dimension. My previous post was a work-around to this problem. Read More »

Is Google Evil, Or Just Devious? – Trap No. 3

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harryhuxford | Thursday, August 5th, 2010

Filed under: PPC Tips & Advice

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Showing Ads At All Days And All Hours
AdWords’ default ad schedule is to show your ads at all days and hours. This setting leads to a waste of precious capital as it fails to take into account that the conversion rate (and therefore Cost Of Acquisition and ROI) will vary throughout different hours of the day. To find out the best hours to run our ads, we need to know the average COA for every hour of the day. Unfortunately, AdWords reporting will not tell you conversion data per hour but Google Analytics does so we’ll need to develop a custom report; one from Google Analytics that pulls conversion data per hour combined with one from Google AdWords that pulls cost data per hour. Read More »

Why Bounce Rate Is Bologna!

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Robert | Friday, July 30th, 2010

Filed under: Basic, Intermediate, PPC Tips & Advice

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What’s a good bounce rate?:
As it relates to pay per click search engine marketing (PPC SEM), if you’re wondering what a good bounce rate should be, or if you’re concerned that your bounce rate is too high, then you’re paying too much attention to the wrong metric.

Why Is Bounce Rate The Wrong PPC Metric To Monitor:
First, bounce rates vary wildly from website to website. So there’s no such thing as a “good” or a “bad” bounce rate. Secondly, bounce rate is a reflection of the number of people who visited your website and then left within a short period of time. From a PPC point of view, that data is better reflected in several other more important monitoring metrics. Read More »

How Google Analytics Can Be Dangerous!

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Robert | Monday, July 26th, 2010

Filed under: Advanced, Basic, Intermediate, PPC Tips & Advice

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Have You Noticed Lately?:
Have you noticed that the goal data in Google Analytics is different (often, very different) than the conversion data in Google Adwords? That’s because Google Analytics is a free product. As such it is not supported like Google Adwords, nor is it anywhere near as sophisticated as Google Adwords.

Google Analytics is good for getting a handle on trends, but should not be relied upon when trying to be accurate in counting goals and conversions.

Google Adwords, on the other hand, is the reporting mechanism that paying customers rely on, and is much more accurate and sophisticated than Google Analytics.

Relying only on Google Analytics will lead to incorrect conclusions and disastrous results. Read More »