A few weeks ago we conducted an in-depth interview with Richard Jacobs of Speak Easy Marketing, Inc. The short version is that Richard successfully used long-tail content to generate 400,000+ organic searches in a single year for one of the most competitive industries—law. Anyone who has dabbled in keyword research knows that legal terms are some of the most expensive and competitive keywords out there, and getting even a fraction of the traffic is both expensive and a huge accomplishment.
President Obama is a brilliant marketer. Whether or not you agree with his policies, he knows what he’s doing when it comes to marketing and PR. That much is for sure. Here’s an example: Have you ever noticed that he tends to comment on all of the latest big news stories? Whether it be to discuss his bracket for March Madness or to make a comment about a trending story like Michael Sam being the first openly gay player in the NFL, he’s very adept at inserting himself into the social conversation. Very adept.
Here’s the challenge: You’re faced with managing a relatively small PPC budget in Google AdWords. It's no easy task since you want to ensure visibility on competitive keywords while trying not to exhaust your click budget too quickly. A recent study by Wordstream proves this challenge for small businesses and reveals that SMBs tend to waste approximately 25% of their already small monthly PPC budget.
As the saying goes: there are not enough hours in the day. In the world of PPC advertising, that axiom perhaps rings truer than most other jobs. Every day, you're pulled in an endless number of directions. Quite frankly, it can be difficult to keep up. As a PPC campaign manager, at any given time you're responsible for overseeing the advertising of multiple client accounts, and these clients range across a number of different industries.
One of the most important factors in search marketing is selecting the correct keywords. Usually you start by using a keyword research tool or Google Adwords Keyword Planner to build keyword lists. The most logical keywords to use describe your product or service. After you develop a thorough keyword list, typically you group these keywords into ad groups, write your ads, set your bids, and go live to start gathering data. Once you have a minimum of 10 to 1000 clicks on a keyword (depending on what you consider statistically significant), you try to see which ones perform well and which keywords you should eliminate immediately before wasting too much PPC budget.
First, I’d like to mention that more than anything, I’m pleased how much the ALS Ice Bucket Challenge has raised for the Amyotrophic Lateral Sclerosis (ALS) Association. According to a recent article by BBC News, the challenge has not only raised awareness with 2.4 million ice bucket related videos posted to Facebook and 28 million people having uploaded, commented on, or liked an ice-bucket related video, but it has also increased donations with $95.5 million more dollars given from July 29 to August 28 of this year compared to the same period last year.
Once again we're doing a roundup of the top PPC post from the week. This week we've included 25 of the top posts from the around the web because we know it can be difficult to keep up with the latest search engine and PPC marketing news.
AdWords is all about getting the best results. The goal is to raise click through rates (CTR), lower cost per click (CPC), and decrease cost per acquisition (CPA), all while getting enough impressions, clicks, and conversions to stay in business. One way to do this is to weed out terms that aren’t performing because nobody wants to bid on a phrase that isn’t converting, even if it does have a high CTR and low CPC.
Although your ultimate goal is to increase conversions and revenue, there are many factors that take place before and after these goals. KPI’s (key performance indicators) are the measures that are happening behind the scenes to aid in increasing conversions and revenue. When you watch a movie, you're merely seeing the 1.5-3 hour finished project, but there is so much more happening behind the scenes (writing, acting, producing, casting, etc.) that goes into making that movie a success.
It’s that time of the week again when we take a look at what’s been trending in the world of PPC. From new design updates and how to optimize for PPC to Amazon’s expanding entrance into the online advertising business, this week was truly abuzz with PPC-related action.