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Are You Focused on the Most Important PPC Metric?

So, how’s your PPC campaign going? How do you know? What metrics are you using to gauge your campaign’s success? There’s certainly no shortage of PPC metrics you can look at to try to measure the effectiveness of your campaigns. But what’s the MOST important metric to look at?
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How to Create an Effective Negative Keyword List for AdWords

If you’re managing an AdWords PPC campaign, you need to be familiar with negative keywords and the benefit they provide. So what exactly are they? An Introduction to Negative Keywords Negative keywords are keywords you add to a campaign in order to exclude those words from the campaign. Here’s how it works.
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How to Use Exit Intent Technology to Convert Abandoning Visitors into Customers

According to Baymard Institute an average of 65% of all shopping carts are abandoned without online shoppers ever completing their transaction. It’s also believed that overall website abandonment is right around 70%-90%. Visitor abandonment is one of the most frustrating obstacles for online merchants. Businesses spend a great deal of time and money building their online presence and bringing in traffic. In fact, the trend of spending more on online marketing continues to rise. This makes it even more discouraging to know that you’ve peaked visitor interest, paid to get them to your site, and persuaded them to add an item to their cart—only to have the cart abandoned and to never hear from the visitor again.
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What Google’s NEW Exact and Phrase Match Variations Really Mean for Advertisers

A few weeks ago, Google AdWords announced that they would be removing advertisers' ability to exclude close variants from phrase and exact match keywords. This changed sparked much confusion and controversy in the industry, and I’d like to help clear up some of the mess. However, before we can look at how Google’s latest change will affect advertisers, we need to really understand the basics of close variants.
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Should You Bid on Your Own Brand Terms in AdWords?

This is a question that comes up a lot with new AdWords managers or business owners who are doing PPC for the first time. “Should I bid on my own brand terms in AdWords?” The rationale for not bidding on your own brand terms goes something like this: Most companies already rank #1 in Google for their own brand. With that in mind, should they “waste” any of their precious ad budget on brand terms they already rank #1 for?
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5 Steps to Driving Massive Traffic with Long-Tail Content

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.
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A Valuable Marketing Lesson You Can Learn from President Obama

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.
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PPC Moneyball Style: How to Get a Bigger Return with a Small Budget

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.
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Get More Done with This Important Productivity Habit

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.
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How to Determine Your Competitors’ Keyword Effectiveness

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.
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