Blog: Tag: Ppc
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.
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.
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.
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.
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.
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.
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:
Global keyword-level is the gold standard for paid search bid optimization] Global keyword-level is the pinnacle of paid search bid optimization. Nothing can beat it for driving performance improvement. Not rules-based, not local optimization and not global cluster-level optimization. The reasons for global keyword-level's superiority are many.