There’s keyword research, and then there’s competitive keyword research. So what’s the difference? With regular keyword research, you use tools like the Google Keyword Planner, KWFinder, or UberSuggest to find words you can advertise for based on what Google or one of those other companies decide is related to the term you’ve entered.
I recently read an article by Larry Kim on Search Engine Watch titled "Attention Keyword Hoarders: You Need to Delete 98% of Your AdWords Keywords - Here's Why." He begins by talking about an AdWords account that's bidding on 273,000 keywords but only gets impressions on 3372 of them (1.2%).
We recently interviewed J.C. Hewitt of Hagbard Group to learn more about his PPC workflow and how he creates an effective weekly schedule that helps him consistently optimize accounts to perform better. We learned a lot from the interview and hope you will too. By reading the interview, you'll learn:
Anthony Nichols is a paid media analyst for Ethology and works directly with both client and account teams on all items related to paid search, display media, and retargeting. He has four years experience working with national brands like AAA, Culligan, and American Signature Inc. When Google call tracking first came out, Ethology was selected as a beta tester which means they've been using it for several months now. We decided to talk with Anthony about their experience to learn more about the lessons they've learned.
Whether you’re just starting to consider driving traffic using pay-per-click or you’ve been involved in PPC for several years but still want to save money, taking a closer look at the payment models available can help you decide which works best for your specific needs. Every payment model has its own pros and cons, and knowing the differences can help you figure out how to plan your budget and plan your success accordingly.
It’s a well-known fact that the click through rate (CTR) for PPC ads is a big factor when it comes to quality score optimization because CTR is a key measurement Google uses to evaluate the continuity between keywords and ads. Basically, it speaks to how many people are actually listening to your offer versus how many are totally ignoring you.
Geico has one of my favorite advertising campaigns of all time. It's not super slick or fancy, but it really gets the job done. 15 minutes can save you 15% or more on car insurance. Ever heard that line before? I'm sure you have. It's a line we've all been listening to for at least 10 years or more.
I’ll be the first to admit AdWords can be frustrating. REALLY frustrating. And with all the new features, settings and updates Google’s constantly rolling out, it ain’t getting any easier! Yet, time and time again, I see AdWords advertisers making the same fairly basic mistakes in their campaigns that totally sabotage their efforts.
When most companies start building an Adwords account, they proceed in an intuitive fashion by doing the obvious, but in the process, they ignore thousands of highly profitable keywords, leaving them sitting unused like gold nuggets covered in mud. Even if they know the risk of overusing broad match keywords without a tailored negative keyword list, they'll still proceed with broad match terms for the products and services that are for sale on the site.
With so many do-it-yourself PPC blogs and resources out there on the web, it’s easy to be overwhelmed and even worse, paralyzed, by all the ideas you “should” be using. Some people say that the more time you spend inside your PPC account, the better. If that were true, then something like “going-through-the-motions” or “changing bids” would be a clear cut winner to explain why your competitors are doing better than you.