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Posts Tagged ‘Pay Per Click’

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 »

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 »

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 »

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 »

Paying A Percentage Of PPC Media Spend Is Perverse

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Robert | Wednesday, July 21st, 2010

Filed under: Basic, Intermediate, PPC Tips & Advice

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The Emperor’s New Clothes:
I know the following is a likely to be an unpopular point of view among advertising agencies and other pay per click (PPC) advertising professionals, but it’s time to reveal that “the Emperor has no clothes!” Read More »

Can You Generate A Positive ROI With Adwords?

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Robert | Friday, July 16th, 2010

Filed under: Basic, Intermediate, PPC Tips & Advice

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Ready, Fire, Aim:
I find that many companies jump into Adwords and other PPC efforts without knowing what metrics they must hit to achieve a positive return on investment (ROI). They then become disappointed, confused, and worse, don’t know what to do to generate a positive ROI. If this sounds like you or your company, then you need to think about two things. First, how do you calculate the Adwords metrics you need achieve for a positive ROI, and second, can you get there? Read More »

Is Google Evil, Or Just Devious? – Traps No. 1 & 2

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Robert | Tuesday, July 13th, 2010

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

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Is Google Evil?:
I admire Google. I admire the people who work for Google. If not for Google, our lives would be devoid of some of the richness the company has created & weaved into the fabric of our lives. However, when you scratch just below the surface there are clear instances that have no other explanation than to be self-serving, and worse, at the expense of Google’s advertising customers.

I don’t think Google is evil, but evidence suggests they sure can be devious at times. My favorite devilish examples are found on the Settings page. There, you will see a number of default settings that are clearly to Google’s benefit, but to the detriment of the unsuspecting advertiser.

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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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