Are Tech Marketers Over Paid Advertising and SEM?
JUNE 6, 2016
Most companies often spend $40 to $50 million a year on Google AdWords. With a combination of poor conversion rates and high Cost Per Conversion spend, most marketers are often left feeling rather ‘blah’ about paid advertising. Poor conversions on landing pages because the content or offer is not aligned with the keywords or ads. Writing ads.
17 (of the) Best AdWords and SEM Guides of 2011
MARCH 14, 2012
pages with a conversion form and limited content). Google AdWords) in conjunction to maximize first-page-of-the-search-results exposure. Increase the click-through rate on paid search ads? Understand Google AdWords quality scores? Optimize landing pages for conversions? AdWords Guides, Tips & Tactics. How Does the AdWords Auction Work?
Seven Common AdWords Mistakes to Avoid
JULY 24, 2012
As Google’s standard search results page has evolved from displaying ten organic links on the left and eight ads on the right to a more varied page (see example below), featuring more or fewer ads and different media types depending on the nature of the search, the old pattern of organic results receiving 70%-85% of all clicks has also gone by the wayside. Not testing. Not dayparting.
How to Upgrade Your B2B Marketing Strategy with AdWords
MAY 13, 2016
Smart marketers know Google AdWords is an essential part of a strong B2B marketing strategy. Since Google searchers are actively looking for either pertinent answers or solutions, marketers can quickly capture their attention and convert them to leads with search engine marketing (SEM) campaigns—as long as they take the right approach, of course. Win-win!
Ego Bidding: Why Paying for #1 Position on Google Costs You More Than You Think
OCTOBER 11, 2012
In the process of managing search marketing campaigns for clients, we occasionally run into situations where client management is dictating that their company “own” certain key search terms on Google. Unfortunately, the only guarantee that comes with targeting the number one position for your search ad is a big bill from Google at the end of the month.
SEM is “Most Effective” B2B Marketing Strategy | CMI Manufacturing Report (2015)
APRIL 2, 2015
The report, which surveyed hundreds of B2B manufacturing marketers across North America, ranked search engine marketing (also referred to as PPC , SEM and search advertising ) as the most effective advertising method for manufacturers. If your company is part of this 30 percent not yet utilizing SEM, here are 7 reasons why you may want to consider adding it to your marketing mix: 1.
Top 10 Demand Generation Resolutions for 2014
JANUARY 6, 2014
Improve SEM conversion rates. It’s a pretty sure bet that Google will change their search algorithms again this year, and SEM practitioners everywhere will tinker away under the hood of their precious PPC campaigns, in a valiant attempt to stay ahead of the curve and the competition. Improve campaign measurement. Test more. Make your blog count.
Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook
OCTOBER 7, 2014
It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Billion with Google in 2013. Conversely, the lower your engagement rate, the higher you’ll need to set your bid.
5 Simple PPC Landing Page Changes that May Improve Your Quality Score
DECEMBER 12, 2014
As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Google also defines the key factors through which an advertiser can improve that landing page experience. However, if there’s one truth about PPC advertising, especially on Google, it’s that the rules change constantly.
5 Ways to Use Paid Search & SEO Together
MARCH 17, 2015
Conversely, SEO is relatively cost free, but optimization efforts can take a long time to impact organic rankings. Back in 2011, Google shifted the industry in this direction when they started limiting organic search query information in an effort to increase privacy. Use Google Analytics and Google Webmaster Tools to see what keywords are driving visits to your site. Use your Adwords tools to determine if the traffic volume is worth the cost. 2012 Google study says just that. Paid search and SEO work in different ways to get visitors to your website.
Are Google Ad Extensions Right for Your Business?
NOVEMBER 19, 2013
If you’re running paid search ads in Google, it’s imperative that you utilize Ad extensions. Google Ad extensions are terrific because they give you, the advertiser, the ability to show more relevant information to users than just what is available to you within your ad copy. pricing, features pages), or pages that tend to generate the most conversions (i.e.,
What Should You Know About Keywords – The Long and Short of It
JULY 12, 2013
Under the broad umbrella of Search Engine Marketing (SEM), which includes both paid search as well as organic search engine optimization , there’s a common strategy that involves focusing on what’s known as “Long Tail” Keywords. This will help you to focus more on these qualified buyers, which will boost conversion rates, as well as possibly lower your costs and increase ROI.
Search Engine Marketing (SEM) Best Practices
FEBRUARY 7, 2010
Search engine marketing (SEM) can be a powerful lead generation source, or a complete waste of money. B2B marketers often get less from their SEM programs than possible by overlooking basic but critical steps. Here are some best practices to optimize your results from SEM campaigns: 1. It’s amazing how many Google and Yahoo ads (still!) Implement conversion tracking.
How to Improve SEM Conversion Rates
OCTOBER 9, 2007
To optimize the results of a Google AdWords, Yahoo! Search Marketing or other SEM program, start with best practices in search engine marketing. I've written previously about typical SEM click-through rates (CTR), which are importantâ€”balancing your budget against driving as much traffic as possible to your website. Keep the contact form short. Test, test, test.
B2B PPC Optimization: Thought Leadership with Terry Whalen of CPC Search
Modern B2B Marketing
JULY 23, 2009
The next interview in the B2B Marketing thought leader interview series is with Terry Whalen, a partner at CPC Search , a full-service SEM agency that optimizes PPC campaigns on behalf of its clients. It’s relatively easy to measure revenue via Google AdWords using a ‘purchase’ conversion tag that passes through dynamic revenue variables to AdWords reporting. But for B2B, we are typically only measuring a lead submission via AdWords, and all leads are not created equal. Editor's note: For example, using Salesforce for Google AdWords.)
How to Pick Keywords That’re Kind of a Big Deal
APRIL 19, 2013
keyword is a word or search term that someone types into Google, Bing or any other search engine when they’re looking for information online. All of this data can be found from the Google Adwords Keyword Tool amongst others. There’s If you type in the term: “Facebook” on the Google AdWords Keyword Tool, you’ll get this result: Competition: Low.
SEM Mystery: The Case of the Missing Leads
JUNE 17, 2010
Government stuff, on AdWords. Door-busting CTRs, conversion rates as respectable as that lady always sitting in the front row at church, nice ROI. Two months down the road, the AdWords campaign was in trouble. Sure, the CTRs were decent, but the conversion rate was uglier than the business end of a sharpee. Post on Google Buzz. Went great. “No.
26 Must-Have Negative Keywords for B2B PPC Campaigns
MARCH 16, 2010
Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost. Conversion rates, for example, the rate at which clicks convert to leads (and a key metric for B2B campaigns), can be improved significantly by reducing the number of irrelevant clicks. Have suggestions for other useful negative keywords? career. cheap.
Best AdWords Tips and Tactics of 2009, Part 2
FEBRUARY 18, 2010
Optimization—the greatest results for the lowest cost—is the goal of every AdWords campaign manager. What are two of the simplest ways to optimize AdWords campaigns? Google is constantly changing and upgrading its AdWords tools; which recent enhancements are most important to understand and take advantage of? Click-through rate (CTR) is the single most important factor in determining Quality Score, which is as important as bid level in determining how highly an ad will appear in search results. Is The Hype Over Google AdWords Quality Score Justified?
26 Awesome Search Engine Marketing Guides
SEPTEMBER 30, 2014
Search engine marketing (SEM) accounts for roughly three out of every eight dollars spent on digital advertising , with Google alone commanding 31% of the market. So how can search engine marketers maximize their click-through rate (CTR) and conversions from paid search? deadly sins of Google AdWords by iMedia Connection. Image credit: Placeit.net. John A.
8 Tips to Boost Health Insurance Enrollments with Online Advertising
MAY 8, 2015
This is usually due to the usage of dynamic keyword insertion, but if your brand is trademarked, you can report them to Google if they are using your name in their ad copy via the AdWords trademark complaint form. Advertise outside of Google – yes, Google is the most important advertising channel to advertise on and you should allocate the majority of your advertising budget here.
Best of 2008: SEM Landing Pages
APRIL 20, 2009
Here are a few of the best posts about SEM landing page design from last year. Lead Generation Form Optimization Tips and Tricks - Google Analytics by VKI Studios Darcy Foster explains how to use Google Analytics and Omniture for conversion rate measurement, then provides tips for testing different approaches to improving conversions.
Hero Conference 2014: Key Learnings in Paid Search
MAY 2, 2014
Match calls to actions or “incentives” to improve conversion rate and fill your sales funnel. Quality score is more important than many think or at least pay attention to—and the best way to improve your quality score is focus on improving your click-through rate. How can you be different to generate more clicks and improve click-through rate? Search queries need to be run more often to identify negative keywords and improve click-through rate and quality score. These keywords are usually long-tail, have better CTRs, conversion rate, and quality scores.
Back to Basics: Managing AdWords Ads
JULY 16, 2014
With all of changes in AdWords emphasizing the importance of ad extensions and quality score, it is easy to get caught up in those features and overlook your ads themselves. Rotation Settings – I like using the ‘Rotate Indefinitely’ setting in Google Adwords and ‘Rotate More Evenly’ in Bing AdCenter. Using ‘Optimize of Clicks’ or ‘Optimize for Conversions’ lets Google display the ad it thinks will get the most clicks or conversions, and doesn’t give your ad variations equal display time, resulting in skewed test results. Testing & Optimizing.
Hospital Advertising Tips: Increase Patients with Ad Extensions
APRIL 23, 2014
According to an article posting in July 2012 by Kaiser Health News , only 150 of 6,000 hospitals were actively using paid advertising (Google & Facebook) to promote their hospital and medical services. If you are currently promoting your hospital and service lines using Google AdWords and Bing Ads—the below are very important to maximizing success for your health system.
11 Expert PPC Guides, Tips and Techniques (and One Rant)
MAY 6, 2013
SEM changes take effect in a matter of minutes. • It’s flexible. You decide exactly which landing page to send traffic to for each keyword–without worrying that a minor edit to the page, or Google’s next algorithm update, will annihilate your ranking. How to Handle the AdWords Ad Rotation Changes by Search Engine Watch. search engine marketing. by PPC Hero.
Paid Search & The Truven 15 Top Health Systems
JULY 24, 2014
Using a keyword spy technology called SpyFu , we were able to get a very rough estimation of what health systems are spending on Google AdWords (specifically related to search campaigns only). We generally use SpyFu to determine the following: Is the advertiser using Google Adwords to promote a health system (or has it in the past)? on quality and efficiency.
3 Tips for Optimizing SEM Campaigns
FEBRUARY 16, 2009
If you're relatively new to search engine marketing programs such as Google AdWords , these tips can help you get better results for less money. For those experienced in SEM, these tips may still serve as helpful reminders. 1. The cost of paid clicks for your company name is usually low, and the conversion rate—assuming a well-designed landing page—is generally very high. 2.
3 More Tips for Optimizing SEM Campaigns
MAY 22, 2009
The previous post on this topic advised search engine marketers to bid on their own company name and branded terms, keep keyword lists clean and cross-pollinate SEO and SEM efforts. Here are three more tips for optimizing results from SEM programs such as Google AdWords. 1. Keep your content network clean. Be sure to save your work. 2. How often should that be?
SEM: How (And Why) To Keep Your Google Content Network Campaigns Clean
SEPTEMBER 1, 2009
Google's content network can be a valuable addition to any AdWords search marketing program. It gives you the opportunity to very cost-effectively display text or graphical ads across Google's network of AdSense partner sites, many of them industry-specific online publications and blogs. Case in point: among my SEM clients are two b2b software companies. If not: 9.
25 of the Best Web Presence Optimization Guides of 2012
MARCH 11, 2013
Kaci Bower reports on MarketingSherpa research showing that “while three quarters of organizations think integration of SEO and social is essential,” less than half of marketers are integrating these tactics (much less content optimization, PR and SEM). But they should be: “the integration of these complementary tactics improves conversion rates. Get Excited.
Best of 2007: Articles and Blog Posts on Google AdWords
JANUARY 24, 2008
This post focuses on interesting observations and helpful advice pertaining specifically to Google AdWords, the largest SEM platform. by Traffick Blogger Andrew Goodman provides the how and why of dynamic keyword insertion in AdWords, and why, though it's a powerful technique, it doesn't "always" work. Give the Google Content Network another try by John W.
The Case of the Missing Leads: An SEM Mystery
DECEMBER 29, 2008
Government stuff, on AdWords. Door-busting CTRs, conversion rates as respectable as that lady always sitting in the front row at church, nice ROI. Two months down the road, the AdWords campaign was in trouble. Sure, the CTRs were decent, but the conversion rate was uglier than the business end of a sharpee. I've got to watch my figure." Went great.
Digital Marketing Glossary, Part 1
FEBRUARY 17, 2014
AdWords: Google’s pay-per-click (PPC) search-engine marketing (SEM) program. Google’s famously has more than 200 major components. The marketing goal of a CTA is to prompt a user to click and continue down a conversion funnel. Conversion rate (CR) : The percentage measure of conversion in various stages in the buyer’s journey. that have value.
5 Steps for Crafting an Effective B2B SEO Blogging Strategy
APRIL 4, 2011
Besides Google Adwords and Bing, what other major PPC sevices are. I am doing PPC for a franchised company with several locations. E. When working with multiple authors, resources like Google Calendar or Google Docs help organize efforts. Leveraging Google Trends for keyword "hot topics" related to your industry. Early bird rates expire March 4.
4 Clever PPC Opportunities Ecommerce Marketers Won't Want to Miss
APRIL 18, 2013
If you’re a PPC veteran, it’s tempting to devote all your time to the bigger picture and finding creative new ways to drive cheap, conversion-friendly clicks. Not only are the clicks significantly cheaper due to the low competition on model number keywords, but the conversion rates are incredibly higher, which will help bring your overall CPA down. Model Number Campaigns.
Best Social Media Stats, Facts and Marketing Research of 2010
JANUARY 17, 2011
At its current rate, Twitter will process almost 10 billion tweets in 2010. Social Marketing Lifts Organic Conversions by MarketingSherpa. ** 5 Stars. According to MarketingSherpa research, marketers working in social media report an average 27% conversion rate for organic search traffic, while those not using social media reported a 17% rate. Post on Google Buzz.
Paid Advertising for Professional Services: How to Track Results and Measure ROI
JANUARY 7, 2015
Search Engine Marketing (SEM) can be very effective by connecting advertising with targeted search terms entered into search engines. Google AdWords, as well as Bing and Yahoo, can all yield significant returns. Even very small adjustments can bring about significant changes in your conversion rate. On Google+ or LinkedIn? Where ads are placed.
Best Search Engine Marketing Tips of 2009, Part 2
APRIL 7, 2010
While more than 80% of companies now use paid search in some form (primarily AdWords), many of these programs are under-optimized and not delivering the results they could be. What are the best ways to reduce the bounce rate from landing pages? What’s a “conversion path and how can you use that knowledge to increase conversion rates? Get the answers to these questions and many others here in more of the best articles and blog posts on search engine marketing (SEM) from the past year. How important are branded terms in paid search?
Best Search Engine Marketing Tips of 2009, Part 1
JANUARY 10, 2010
What’s the real optimal cost per lead for your SEM program? How can you improve conversion rates? ways to boost your lead conversion rate by iMedia Connection. In another excellent piece from iMedia Connection, 10 tips for extending paid search growth , Noah Elkin and Rick Dalton provide tips on how to increase results from paid search, such as expanding your keyword list, optimizing text ads, carefully segmenting keywords and using the AdWords Search Query report to identify negative keywords to add to campaigns. Share this on del.icio.us.
6 Tactics For Overcoming The High Cost Of Clicks In B2B PPC
DECEMBER 23, 2010
Home Members Only News Features Columns SEM SEO PPC Social Media How To Google & Search First Time Here? personally have seen B2B CPC rates vary wildly based on industry and the competitiveness and length of the keyword. We do everything we can to minimize CPC levels (attack Quality Scores) and maximize conversion rates (Landing Pages & Offers), but in the end we are usually still faced with high costs per click that hamstring our efforts to generate significant numbers of leads. Conversion actions are not all created equal (e.g. b2bmarketing
Best of 2009 (So Far): Search Engine Marketing
DECEMBER 3, 2009
What's the real the optimal cost per lead for your SEM program? How can you improve conversion rates? things you MUST know before you start any conversion rate optimization by Search Engine People Though this post is aimed primarily at b2c e-commerce sites, b2b marketers may find a few useful takeaways as well. Keep your search marketing program growing?
Looking Back at 400: Top 10 Posts
SEPTEMBER 24, 2009
more recent post here explained how to create a cool graphic social media email signature. #3: Google AdWords Average CTR and Best Practices , September 20, 2007 Hard numbers to help benchmark the performance of Google AdWords campaigns is hard to come by, which explains the popularity of this post. Typical CTRs for banner ads remain in the 0.15% to 0.3%