5 PPC Philosophies That Companies Should Utilize
SEPTEMBER 22, 2015
Barbara is the CEO of 360 Partners, an online marketing agency focused exclusively on pay-per-click (PPC), search engine marketing (SEM), and search engine optimization (SEO) services. Barbara has more than a decade of experience in interactive marketing, public relations, and account management. Focus on “Quality Score”. Remove friction. Productivity
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. In short, the better your quality score, the lower your cost per click, the more likely someone will see and click on your ad, and the less you’ll pay for that click. Promoting transparency and trustworthiness.
How To Illustrate Popular B2B PPC Performance Metrics
AUGUST 11, 2015
We often are presented with a range of unique challenges when trying to demonstrate the value and impact of our search engine advertising campaigns. Not The extended sales cycle we face in B2B online marketing adds to the confusion. METRIC 1: CLICKS. Clicks to site measure how many visitors paid search drove to the client’s landing page. METRIC 3: CLICK THROUGH RATE.
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. Increasingly, however, B2B marketers have other options when it comes to investing pay-per-click dollars.
How Should B2B’s Spend PPC Dollars?
EMagine B2B Blog
OCTOBER 14, 2014
All too often we hear from B2B companies who are either unsatisfied with PPC campaigns or have decided that PPC just doesn’t work for them. Online ad campaigns fail for several reasons, but the most common reason a B2B company throws in the PPC towel is because of poor lead generation. Remarketing. Remarketing is one of the biggest opportunities for B2B companies.
Failing at Paid Search? Maybe You’re Just Measuring It Wrong.
FEBRUARY 24, 2015
The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program. Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up. Your search campaign should measure: 1.
The Death of Pay Per Click Advertising (PPC)
MARCH 19, 2012
Is PPC past its Sell By date? For something that’s been around for just a few years, PayPer Click advertising , or PPC has become an established part of online marketing for many companies. Put simply, “Paid search marketing is the process of gaining traffic by purchasing ads on search engines. Making Pay Per Click really pay.
Decision 2012: Should Your B2B Firm Choose SEO or PPC?
SEPTEMBER 25, 2012
In speaking with clients and colleagues recently, I’ve realized that many marketers and B2B professionals are staunch in their defense of SEO over PPC, or vice versa. The ultimate goal is to have a website appear in the top 3 spots, where nearly 60% of clicks occur, for given search queries or keywords. PPC is also known as Paid Search. The Campaign Promises.
How to Design Content Remarketing Campaigns That Actually Work
OCTOBER 9, 2014
You know content marketing works, so you''ve been plugging away at blog posts, ebooks, and other valuable, educational content for your potential customers. Recapturing audience attention to turn lookers into leads is an effective marketing tactic, and if you''re not doing it, you''re leaving money on the table. Ad formats matter to marketers because of how the ad auction works.
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. This is especially true for ecommerce businesses , which are playing in an incredibly complex space, particularly when using PPC. Model Number Campaigns. Competitive Campaign. Long-Tail Keyword Expansion.
7 Ways to Get More Value From Your PR Campaigns
MAY 10, 2016
successful campaign is something to be proud of, so sit back for a minute and admire the fruits of your labour. Squeezing every bit of value out of a PR campaign is something very few of us actually do. Ways to Get More Value From Your PR Campaigns. 1) Add extra SEO value to organic coverage. This is a happy side effect of a successful PR campaign. Why not show it off?
8 Times When You Shouldn't Feel Guilty About Using PPC
FEBRUARY 8, 2013
Many marketers are moving away from using pay-per-click (PPC) advertising in lieu of more cost-effective lead generation methods, like blogging, social media marketing, and creating excellent offer content that drives net new leads and reconversions. So here are some of those instances in which a little PPC might do your business some good! Yikes!
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. PPC Advertising
What You Need to Know About Using Google AdWords Content Campaigns
AUGUST 13, 2013
If you’re new to Search Engine Marketing and/or using Pay-Per-Click ads, you may not be familiar with Google’s Content Search Network also known as the Google Display Network. Here, we discuss what they are and how to use Google AdWords Content Campaigns within your search engine marketing (SEM) strategy. What is Google’s Content Network?
How to Save Up to 50% on Your PPC With Quality Score
AUGUST 19, 2013
In PPC, there are lots of metrics to track , so it can quickly get confusing and then overwhelming. Marketers often ask me, “What’s the one metric I should optimize for? Quality Score: Higher Quality Scores generally lead to lower costs, so optimizing for Quality Score is essentially the same as optimizing for ROI. These savings are mostly driven by lower costs per click.
A Simple Guide to Setting Up Your First LinkedIn Ad Campaign
JANUARY 21, 2013
But what about using LinkedIn for marketing ? More and more marketers are turning to LinkedIn to promote their products, services, and content. So if you're using PPC to power your presence on Facebook, Twitter, or Google, consider yourself lucky -- you can add LinkedIn to that list, too. Setting Up Your LinkedIn Ad Campaign. Step 1: Create a New Ad Campaign.
3 BIG AdWord Mistakes To Avoid
EMagine B2B Blog
JUNE 15, 2015
While recent updates have improved user experience , new PPC marketers are likely to feel inundated logging into Adwords. Couple that with the fact that most campaigns are thrown up in a hurry with little to no strategic planning and big mistakes are sure to happen. A few things to avoid during your next rushed campaign launch. Don’t run search and display campaigns.
How to Create Facebook Ads: A Step-by-Step Guide to Advertising on Facebook
AUGUST 26, 2015
billion people using Facebook and over 900 million visits every day, Facebook offers up a unique opportunity for marketers to augment their organic efforts. To help, we've put together a checklist to help you keep all of your campaign details straight. Facebook offers a wide variety of paid ad options and placements, but all ads can be broken down into three elements: Campaigns.
Don’t Waste Your Dough! 5 Secrets to Maximizing Google AdWords
MAY 13, 2013
Did you know that when managing your Google Adwords pay-per-click (PPC) campaigns, it’s pretty easy to waste big bucks without even knowing it? Being as efficient as possible is key to getting the most bang for your PPC bucks, so we’ve spilled the beans in the 5 top areas to maximize that’ll get your dollars to deliver: Choosing the Right Keywords.
9 Search Marketing Tips for Effective B2B Lead Generation
AUGUST 20, 2013
Search Marketing Tips for Effective B2B Lead Generation. Their digital marketing agency was in the room and so were the key team members who managed their lead automation system and CRM. So I decided to focus next on search marketing as Part Three in the Back-to-School B2B Primer series. Marketing automation software and lead generation systems today are evolving. Panda?
Improving PPC Performance: 10 competitive monitoring tips every search marketer should know
MAY 21, 2014
Yesterday, Lori Weiman of The Search Monitor presented our latest webinar with 10 tips to improve your pay per click (PPC) results. Imagine how well your PPC campaigns would perform if you had full visibility into the activity of competitors and industry leaders. Most marketers don’t realize these tools exist, but it’s not hard to see what ads they’re running, where they run, the ad’s duration, what they say, what click through rate (CTR) they get, and even what they spend. Copy: Learn which ad copy and offers are most effective.
How to Identify Long-Tail Keywords to Fuel Your PPC Strategy
MARCH 15, 2012
For any company running a successful PPC campaign , long-tail keywords are likely already a part of the strategy. These terms usually have low search volume and low cost-per-clicks (CPCs), yet they are often overlooked by many PPC marketers. their experience on the landing page they click to or their experience with customer service). right?
How to Choose the Right Display Advertising Network
MAY 8, 2014
Figure out Your Marketing Strategy. There’s no one size fits all marketing strategy, as every business is a bit different, but similar strategies can be applied to like businesses. Some are very large and have a wide reach across the web, while others focus on niche markets and categories. Affiliate, PPC, Facebook, or Email Marketing? The time has come.
8 Best Practices for Using Google AdWords
MARCH 7, 2016
Among the many inbound marketing tactics, one of the most valuable is search engine marketing (SEM). When it comes to search engine marketing, there’s a lot that you can do organically, which is where a strong SEO strategy comes into play. There are several tools you can use if you’re launching a PPC campaign, although one of the best options is Google AdWords.
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? How and when should marketers use retargeting and ad extensions? by PPC Hero. John A.
The Most Important Changes to Google AdWords in 2013
DECEMBER 27, 2013
That''s what I thought. I’ll save you some (well, a lot of) time by cutting through the noise and covering the top-four most impactful changes of 2013. 1) Enhanced Campaigns: Smarter and More Effective Mobile. Within one campaign, advertisers can deliver desktop and mobile ads in intelligent and relevant ways. For more on that, see our Enhanced Campaigns FAQ. right?
Does mobile search work for your business?
AUGUST 20, 2014
With B2B and B2C customers increasingly using their smartphones to browse for, shop for, and buy the products and services they need , marketers have increasingly turned to mobile search as a major component of their pay-per-click ad campaigns. But recent data shows that many marketers are unhappy with the performance of their mobile search activities. Conclusion.
Seven Expert Search Engine Marketing Guides
FEBRUARY 25, 2011
Done properly, search engine marketing (a.k.a. SEM, paid search, PPC) is a powerful complement to SEO and an effective tactic on its own. How can you improve quality scores to get a higher ad position at a lower cost? How can test to increase conversion rates while reducing the cost per conversion? Dynamic Landing Pages by PPC Hero. Share this on Bebo.
Why B2B Marketers Might Want to Cozy Up to LinkedIn Ads
OCTOBER 31, 2012
When it comes to pay-per-click (PPC) ads , Google is the undisputed heavyweight champion. In Q2 2012, Google racked up a 42% year-over-year increase in paid clicks. But if you’re not Google -- so, pretty much all of us -- the odds of your PPC ad being seen and clicked on via a search just got 42% harder. Why You Might Benefit From Using LinkedIn PPC Ads.
Unicorn DNA: What All the Best AdWords Advertisers Have in Common
FEBRUARY 18, 2014
AdWords unicorns are fantastical, magical creatures, accounting for the top 1% of all ad clicks in the auction. Quality Score (QS) is one of the AdWords metrics that correlates most strongly with PPC success. Higher QS generally leads to lower costs per click and costs per conversion, as well as better ad placement. Do you believe in unicorns?
How to Optimize Your PPC Campaign Under a Tight Budget
AUGUST 19, 2011
So we understand the decision to scale back on the amount of money you put into your PPC campaign if you need to find a way to decrease your marketing spend. Below are 4 tips for optimizing your PPC campaign when facing a low budget. Ways to Optimize PPC on a Tight Budget. 1. Have you had to deal with budget cuts affecting your PPC campaigns?
The Complete Display Ads Overview For B2B Marketers
NOVEMBER 11, 2015
You’re paying for impressions and clicks on sites you don’t own. But this doesn’t have to be the case with display ads in B2B marketing. In this post we’ll describe some best practices with help from online marketing experts. Display Ad Basics For B2B Marketers. To answer this question we’ll rely on Johnathan Dane , CEO and founder of PPC agency, KlientBoost.
Google AdWords for B2B Organizations: 8 Questions Leadership Should Ask
JANUARY 29, 2015
As I reviewed Salesforce 2015 State of Marketing report, I was encouraged to read that even though search engine marketing took a backseat to more “popular” programs such as social media and mobile marketing, it is still considered a highly valuable and effective component of the marketing mix. All questions should start with the PPC budget. At what cost?
Rethinking CRO: How Remarketing Can Unlock Higher Conversion Rates
APRIL 6, 2015
Before I get started, if you''d like to learn in detail about some of the most impactful CRO hacks out there, then click here to register for a webinar this Thursday, April 9, 2015 as part of HubSpot''s #CRODay celebrations. I''ll cover the massive changes you can make, and HubSpot''s Lanya Olmsted will share optimizations large and small that have impacted HubSpot''s conversion rates.
A Small Biz Guide to Digital Marketing Acronyms
APRIL 1, 2014
And then there are acronyms associated with digital marketing that you may be less familiar with, especially since new ones crop up all the time. CAN-SPAM: Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 is a law that was passed in the U.S. CPA: Cost Per Action is a type of online advertising where the advertiser is charged based on a specific action.
60 Marketing Acronyms Every Industry Pro Should Know
JUNE 19, 2014
That''s why we curated 60 of the most common marketing acronyms into an epic glossary you can skim, study, or bookmark and save for later. 60 Common Marketing Acronyms. It’s important for marketers to understand what APIs can do to factor them in to their marketing strategies. Learn more about how marketers can use APIs here. CAC: Customer Acquisition Cost.
From the Intern Desk: A Guide to Digital Marketing Acronyms
JULY 10, 2013
When I arrived on SyneCore’s doorstep a few months back, I was a little digital marketing baby; I didn’t know Responsive Web Design (RWD) from Rear Wheel Drive. know SyneCore is no exception to any other marketing agency, as it’s natural for industries to adopt their own lingo and language in order to quickly communicate with each other (and if you ask me, it’s an attempt to be exclusive.
Join the Big League: 7 Reasons to Go Digital with Your Advertising
Modern B2B Marketing
NOVEMBER 16, 2015
Digital advertising is now the new norm—it’s the fastest growing marketing channel with no signs of slowing down, according to Strategy Analytics. In fact, most companies spent more on digital marketing in 2015 than they did in 2014, and plan to increase spending in 2016. This shouldn’t come as a surprise—marketing has always been about three things: location, location, location.
Best Social Media Stats, Facts and Marketing Research of 2010
JANUARY 17, 2011
For anyone in marketing or PR being asked to make “data-driven decisions “based on the numbers (and doesn’t that include pretty much everyone in marketing and PR these days?), the sources below provide a vast wealth of data, statistics and research results, as well as a bit of interesting social media trivia. B2B Marketing and Social Media. And much more.
63 Digital Advertising Terms Every Marketer Should Know
AUGUST 17, 2015
Getting familiar with these will help you navigate the world of online advertising – and get more value out of our upcoming series of blog posts about digital advertising and digital marketing. Ad Click : The action taken when a user interacts with an ad by either clicking on it with their mouse or by pressing enter on their keyboard. . CarMax banner ad. Also see: Ad Serving).
SEM is “Most Effective” B2B Marketing Strategy | CMI Manufacturing Report (2015)
APRIL 2, 2015
Content Marketing Institute recently released its annual Manufacturing Marketing Trends report. 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.
How Much Do Hospitals Spend on Google AdWords?
MARCH 20, 2015
” I wanted to provide statistics and potential benchmarks for healthcare marketers to compare against their own paid advertising performance. My intention in writing it was to give marketers a better idea of how health systems and hospitals are investing their advertising dollars online. Average cost-per-click by health system and service line.
Affordable PPC Avenues for Marketing a Law Firm
APRIL 30, 2015
Traditional PPC advertising in Google and Bing can be tricky for lawyers and law firm marketing. This is not to mention that both Google and Bing have their own advertising policies which can limit your PPC strategies. If you don’t have the budget to spend hundreds of thousands—if not millions!—each PPC advertising doesn’t always have to break your bank in the legal industry.