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Blog: Tag: Pay Per Click

Google and the Relative CTR

Have you ever wondered how your Google Adwords ads are performing against others on the Display Network? Did you know Google now gives you the ability to see that information with Relative CTR. Relative CTR is another in a never-ending stream of Google data points and, as with those that came before, there is a risk of getting so caught up in that we forsake the bigger picture. 

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All Paid Search Tests Are Not Created Equal

Do you test your paid search campaigns? I hope the answer is yes, because only testing will tell you what's working and what's not. If you're serious about making - not wasting - money through PPC advertising, testing needs to be a built-in component. But, not all testing is created equal and you can actually do more harm than good if you not careful. 

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Paid search on the mobile web

The mobile web is quickly moving from shiny object to must-be-part-of status. Many have taken the steps to expand their Internet presence to mobile platforms, but I'm willing to bet a fair percentages have not gone no further than making their website look good on a small screen. 

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Number One in Paid Search: Is it Always the Best Position?

The obvious answer to the question posed in the headline is: Yes. After all, the ad in the top position is more likely to be clicked and, therefore, drive more business in the direction of the company holding the coveted spot. To reinforce that notion, Scott Smigler contributed an article to the practical ecommerce comparing top position click thru and conversion rates with those of side ads. 

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In Search of Paid Search ROI

Paid search is like any other marketing investment: the ROI you receive is influenced by several factors. Paying attention to the variables and managing each for the best possible outcome is critical to your success. But pull your eye off of one, or more, let it slip into a less-than-optimum state and your return will suffer. 

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Search PPC vs. Social PPC

I tweeted about this article earlier today, but think it deserves a bit more attention. Five Reasons PPC  Search Beats PPC Social was authored by Kevin Lee of Didit and makes a solid case for exploring, but not getting overly excited about the potential for social PPC.

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PPC Landing Page Excellence

There is nothing easy about achieving success in paid search. Each campaign is filled with several moving parts, each of which is made up of sub-parts that are also on the move. For every part and sub-part there is a list of best practices - often called optimization - to guide you. There's ad text optimization, keyword bid optimization and landing page optimization, to name a few. A recent post in the Eloqua blog focused on the latter. The 11 tips offered by Eloqua's Jesse Noyes, are by no means comprehensive, but if comprehensive is what you want, a book is what you'll need. 

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How to Ruin a Paid Search Campaign

I'm not a big fan of list posts, but this one has enough of a twist that it caught my eye: PPC Mistakes: Keep Customers From Buying Your Products In 5 Easy Steps. It's not often someone gives you step-by-step instructions for failure, but Bill Quinn of Trada has done exactly that. So, if you want to fail, read Bills post and find out the details behind Quinns sound (bad?) advice like:

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