Apr 30 2013

Bing Ads: Search Marketing You Cannot Ignore

Category: pay-per-click advertisingTom Shivers

By the end of this short article, perhaps you will agree with me bingads-bombthat Bing Ads is no longer just a nice source of PPC traffic, but a necessary part of a well rounded paid search advertising campaign. Essentially, Bing Ads is a new platform with significant market share.

Brief progression of an Adwords contender…

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Sep 17 2012

Improve Your Adwords Performance With Social Ads

Category: pay-per-click advertisingTom Shivers

The folks over at HubSpot have provided another great whitepaper on Google+ and how to use it to generate leads. I’m going to break down the high points for you in this post from just one section of the whitepaper so you can get right to the good stuff.

Take advantage of social proof

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Oct 17 2011

Remarketing: Is It Right for Your Business?

Category: pay-per-click advertisingTom Shivers

An interview with Adam Berke, President of AdRoll

What is remarketing?

How does remarketing work?

How long has remarketing been around and how has this industry grown?

What are some indicators for businesses that might mean remarketing could work for them?

What are the key criteria for businesses to consider when evaluating remarketing companies?

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Oct 15 2008

The Failures of Direct Mail: How to Burn Through a Chunk of your Marketing Budget

Category: pay-per-click advertisingJon Davis

As a marketer I am constantly evaluating how companies are attempting to market their products and services as I go throughout my day.  Sometimes I am impressed, more often I am amazed at how basic common sense and simple marketing logic is disregarded by companies.  In these times of increased economic concerns I just don’t understand how these companies don’t see that they could use their marketing budget more effectively.

So-Called “Value” Packs
Let’s look at one example that I recently came across.  The other day in the mail I received one of those Valpaks, which is basically an envelope packed with various coupons for local businesses and restaurants.  While sifting through the coupons I noticed a lot of the coupons are for things like handyman services, house painting, air-duct cleaning services, etc.  I found this strange because I live in a rented property and I have a handyman provided by my landlord that does all these things free of charge.  Then, I thought back to when I was living in a large apartment complex and received the same flyers along with the other hundreds of people who lived in the complex and had free maintenance services provided to them.  It hit me that these companies offering their home maintenance services were paying to be included in these mailings and their coupons were probably being sent to thousands of people who under no circumstance would ever use their services because they already get them for free.  As an internet marketer, naturally, I began to compare the direct mail campaigns to online paid search campaigns.

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Sep 16 2008

Adwords: New ‘First Page Bid Estimates’ Means Higher Prices

Category: pay-per-click advertisingJon Davis

Over the next couple days Google will be changing aspects of their Adwords algorithm that will likely have an effect on every advertiser currently using Adwords.  Quality Score will now be determined in real time, no keywords will be marked ‘inactive for search’ and most importantly ‘minimum bid’ will be replaced by ‘first page bid’.  The last change is likely to have the greatest effect on advertisers.

If you are bidding for a keyword without much competition then you will probably not be affected that much but for advertisers who are bidding on highly competitive keywords costs are likely to rise.  Google is now going to provide an estimate on what the cost would be for your ad to appear on the first page of the search results.  The bids are based on the exact match version of the keyword, the ad’s Quality Score, and current advertiser competition on that keyword.  Google believes this will be more valuable information to the advertiser as opposed to the ‘minimum bid’ because it will help advertisers better understand what is necessary to have their ad on the first page.  Now advertisers will see this new bid estimate and probably have to raise their current bid to get on the front page.  This means costs will now be rising because people are bidding more, the competition is now even higher and the new ‘first page bid estimate’ will rise even higher.

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Aug 07 2008

How To Deal With Click Fraud

Category: pay-per-click advertisingTom Shivers

I’m a fan of Ralph Wilson. This is a very informative interview he conducted a few months ago with Jon Meyers.

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Jun 19 2008

Not so Dynamic Insertion

Category: general,pay-per-click advertisingJon Davis

The dynamic keyword insertion tool for adwords is a great tool for managing large amounts of diverse keywords within an adgroup. For those of you who are not familiar the keyword insertion tool allows you to place a code combined with a generic keyword into your ads. This combination results in the actual keyword the searcher was searching for appearing in the ad. This has been proven to help with click-through-rates because searchers respond more to seeing the exact phrase or word that they typed in.

So, say you sell sporting goods and have targeted the keywords “soccer balls”, “footballs” and “golf balls”. An example of the way you would write your ad using dynamic insertion would be:
Title: {Keyword:Sport}
Description line #1: {Keyword:Sport} for Sale
Description line #2: Name Brands at Great Prices

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