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Posts Tagged ‘Keywords’

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 »

Using PPC Parameters To Improve Sales

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Robert | Thursday, July 22nd, 2010

Filed under: Advanced, Intermediate, PPC Tips & Advice

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Top-of-Funnel Versus Bottom-of-Funnel Conversions:
Let’s first define what I mean by top-of-funnel (TOF) versus bottom-of-funnel (BOF) conversions. Conversions at TOF result in sales leads. Conversions at BOF result in actual sales. There are many techniques to optimize TOF conversions, some of which are mentioned in my previous blogs, one of which is, “Pay Per Click (PPC) Search Engine Marketing (SEM) Best Practices & Resulting Quality Score

However, in this blog I want to talk about BOF conversions and how to use Adwords and/or Yahoo! data to optimize conversions and COA at BOF. Read More »

Take Keywords Broad, But Go Negative!

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Robert | Monday, July 12th, 2010

Filed under: Basic, Intermediate

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Go Broad:

Given the sheer number of searches conducted on a daily, weekly and monthly basis, there are innumerable ways that people search for products and services.  Hence, you simply can’t guess how prospects will search for your company’s product or service.  Trying to limit unwanted clicks by choosing exact or phrase match for your keywords (i.e., called standard match in Yahoo!) is not a good practice in general (although setting keywords to exact or phrase match on occasion is warranted).

When people search, their search queries can include (but not be limited to) different ways of referring to your product or service that you’re not aware of, misspellings, extra spaces, unnecessary punctuation, word concatenation, improper grammar, long strings of words, etc., etc., etc.).

In order to catch the unknown phrases that your audience is using you should cast a wide net and select broad match for your keywords in Adwords (i.e., called advance match in Yahoo!)  This will give you the best opportunity to attract prospects that are looking for your product or service.

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Why Are You Failing At PPC SEM?

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Robert | Friday, July 9th, 2010

Filed under: Basic, Intermediate, PPC Tips & Advice

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The “Inside-Out” Syndrome:

I find one of the reasons that many marketers fail at PPC is because they fall into the “inside-out” syndrome.  Read the latter section of “How Long Is Your Longtail, And Should It Be Long At All?

What I mean by the “inside-out” syndrome is that most companies describe their products and services using certain nomenclature (i.e., words and phrases) developed “inside” the company.  Their marketing materials (online and offline) reflect this nomenclature, and the company uses this nomenclature to communicate “out” to their target audience – this is the “inside-out” syndrome.

Given the sheer number of searches conducted on a daily, weekly and monthly basis, there are innumerable ways that people search for products and services.  If guilty of communicating “inside-out”, then your PPC campaign is devoid of important nomenclature used by your target audience that you aren’t even aware of (e.g., other ways of referring to your product/service, misspellings, extra spaces, unnecessary punctuation, word concatenation, improper grammar, long strings of words, etc., etc., etc.).

If your target audience is using nomenclature that is not included in your PPC campaign, then at the very moment when prospects are searching for your products and services, you and they will be like “ships passing in the night” – what a shame, and what a senseless lost opportunity!  Don’t fall prey to the “inside-out” syndrome!

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Pay Per Click (PPC) Search Engine Marketing (SEM) Best Practices & Resulting Quality Score

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Robert | Thursday, July 1st, 2010

Filed under: Basic, PPC Tips & Advice

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I often get asked by prospective clients to review their Google Adwords or Yahoo! Search Marketing (YSM) account(s) and campaigns to evaluate why they aren’t performing as expected.

Inevitably I find that one, two or all three of the most-basic PPC best practices are being violated, resulting in low quality score, poor ad positioning, high minimum and average CPCs, and low click through rate (CTR). To make matters worse, I often learn that the person who created the account was a third-party vendor who positioned themselves as a PPC professional.

Here are the three most-basic best practices that every pay per click (PPC) search engine marketing (SEM) advertiser should know and adhere to:

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