Your AdWords budget is a little different then a traditional marketing budget because it changes based on your average order value and your cost per conversion. Think about it: if you got $50 for every $40 you spent, how big of a budget would you want to have? You would want to have the largest […]
The 80/20 Rule Applied To PPC
The 80/20 rule, also knows as the Pareto Principle, means that roughly 80% of the effects come from 20% of the causes. Applied to search engine marketing, it means that roughly 80% of your revenue comes from 20% of your keywords. A lot has been said on monetizing the long tail of search which I […]
Making Search Funnel Reports Actionable
I’ve been messing around with the new Search Funnel Reports in AdWords trying to figure out how to use the data that it provides. Here are a few conclusions that I’ve come to that I think are actionable. Path Analysis Under Top Paths in the left hand column, drill down to “keyword path (clicks)†under […]
Data Driven Keyword Strategy
The search query report in AdWords provides a great way to expand your keywords in a data-driven way. There are a lot of keyword tools out there to help you discover which keywords you should be bidding on so that your keyword list is perfect right out of the gate. I like the approach of […]
Simple PPC Bid Strategy Using Impression Share Report
When setting out to manage and optimize bids in paid search, looking at all the campaigns, adgroups and keywords at once can be overwhelming. I like using the impression share report as a starting point for focusing optimization strategies and managing bids. In AdWords make the following report: 1. Report Type: Click Campaign Performance. 2. […]
Managing the Long Tail of Search
Long Tail keywords individually might not make the biggest difference to your overall PPC account. But in aggregate these long tail keywords can sometimes mean huge amounts of traffic and lots of money. Setting up you PPC account with your most popular, or “head”, keywords set to broad match is not an effective strategy to […]
Example PPC Dashboard in Excel
If you’re working in an environment where you have to do weekly reporting on your AdWords performance, and the reports in AdWords aren’t cutting it, you may want to invest some time into making your own PPC dashboard in Excel. Plus I think putting the data together in this way leads to insights that aren’t […]
PPC Strategy: Match Type vs. Negative Keywords
When making a pay-per-click campaign, the goal is for your ads to show up only for the people that they are most relevant for. Hence, match type and negative keywords as a way of doing just that. But what’s the right combination of match types and negative keywords? Here’s my theory: If you sell ballerina […]
Keywords Determine a Customer’s Stage in the Buying Process
The key to a successful PPC campaign is determining the keywords/phrases that your target audience will search for to find you. The first step is creating a “keyword universe” Think about what words your customers use when referring to your product/service. Use a keyword tool to get a list using those initial keyword ideas. Google’s […]
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