The Effective Marketer
Top Ways to Combat Rising CPC from Google Enhanced Campaigns
APRIL 29, 2013
Early results are in from the Google AdWords Enhanced Campaign migration; Google’s revenue was up 18% year-on-year and soon we expect a hefty increase in advertisers’ cost-per-click (CPC) due to Google Enhanced Campaigns. … Read the rest The post Top Ways to Combat Rising CPC from Google Enhanced Campaigns appeared first on Fathom.
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. Prior to running CPC Search, Terry led marketing initiatives at Citrix’s GoToMyPC, and before that he received his MBA from UC Berkeley’s Haas School of Business. It’s relatively easy to measure revenue via Google AdWords using a ‘purchase’ conversion tag that passes through dynamic revenue variables to AdWords reporting. Is it worthwhile to go beyond Google for B2B?
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.
Online Ad Metrics & the Google Activate Initiative
APRIL 19, 2012
In the middle of CPA and CPM is the CPC (cost per click) model. Tracked by the hyperlink redirect and not by the image loading, this model drives the success of Google Adwords and similar Paid Search tactics. Recently Google proposes new metrics for online advertising called the Google Activate Initiative, that I believe falls somewhere in between CPM and CPC.
Facebook vs. Google: Choosing Between Digital Advertising Giants
SEPTEMBER 26, 2016
Facebook and Google. And while Google and Facebook’s advertising platforms certainly differ, comparing and contrasting them is helpful for those trying to make the difficult choice between these digital giants. Keep reading to learn whether you’ll see less expensive cost-per-click (CPC) and more powerful return-on-investment (ROI) from Facebook or Google. and $22.84
How Do Your Google AdWords Metrics Compare to Industry Averages? [New Benchmark Data]
APRIL 12, 2016
Trouble is, mastering Google AdWords is really tricky. The study reveals a ton of helpful industry-specific benchmarks for both search and display ads, including average clickthrough rate (CTR), average cost-per-click (CPC), average conversion rate (CVR), and average cost-per-action (CPA). Average Cost-per-Click (CPC). The average CPC across all industries is $2.32
Google Ups the Ante As the PPC Landscape Continues to Change
FEBRUARY 22, 2016
Well, it looks like Google is at it again! Here is how ads used to appear on Google: 1-3 ads at the top of the page. According to Search Engine Land , Google is now rolling out a change that is going to eliminate the right-hand side ads from the search results. Google, though, has not released an official statement on this update yet. Let’s take a look, shall we?
Custom Reports: Measuring Lead Generation Conversions with Google Analytics
MARCH 9, 2013
Google Analytics, Conversions, and Marketing Measurement. Google Analytics is an amazing tool that can track all types of data related to website usage; from visitor metrics to content metrics and conversion metrics. This is a pure visit to your site, triggered by the Google Analytics tracking code. Google Analytics allows you to set up 20 goals; 4 groups of 5 goals each.
AdWords Nerd Alert: What Google’s Removal of Sidebar Ads Means for Marketers
Modern B2B Marketing
FEBRUARY 24, 2016
Last week, it was reported by several sources, and confirmed by Google, that the AdWords ads that appear on the right hand-side of Google’s search engine results page will be removed from desktop searches in the near future. This change is arguably one of Google’s most significant changes to the AdWords platform since it first rolled out. The new look. No doubt.
Google Removes Sidebar Ads: What It Means for Advertisers
MARCH 3, 2016
On Monday, February 22 nd , Google dropped a bombshell on the world of both paid and social advertising. Effective immediately, Google will no longer be showing ads on the right hand sidebar. Instead of the usual 10 to 11 spaces reserved for ads to show up in (top, bottom, and sidebar), Google is now only offering 7 spaces: 4 spots on the top and 3 on the bottom. Conclusion.
Google AdWords' New Ad Rank Formula: What You Need to Know
NOVEMBER 1, 2013
In late October, Google quietly announced a change to its Ad Rank algorithm that represents a huge shift in the way it evaluates and ranks paid search ads. Why would Google make this change? Ad Rank is the equivalent of the mysterious algorithm that ranks sites in Google’s organic search results. The problem for Google? You can follow him on Twitter and Google+.
The 17 Best Keyword Research Tools for SEO and SEM
JULY 19, 2016
Google Review Count: 46,500. 2) Google Keyword Planner. Google Review Count: 29,800. Pricing: free (but requires an active Google AdWords account). Google Review Count: 19,200. Google Review Count: 11,200. Type in any keyword or phrase and see the top related search terms on Google, Wikipedia, Answers.com, YouTube, Bing, Yahoo!, 1) SEMrush.
RIP Google Keyword Tool – What to Use Instead
SEPTEMBER 2, 2013
No need pop the bubbly for this retirement: Yet another beloved Google Tool has been axed in its prime, (anyone remember Google Reader ?). The Google Keyword Tool has long been the standard for anyone in the SEO, SEM or content spaces, but early this week we received news that Google pulled the plug on the Keyword Tool. If you still want access to Google’s keyword data, you have the option to sign up for an Adwords account to use the new Google Adwords Keyword Planner. Google has a nice post that explains the differences between the two tools.
How B2B Advertisers Can Deal With Google’s Sidebar Changes
APRIL 5, 2016
A little more than one month after Google announced it would no longer be serving paid ads on the right sidebar in desktop results, advertisers and marketers alike are still adapting to the changes. Use the Google AdWords bid simulator on existing and new campaigns to get a better grasp of what type of budget is required to maintain one of the top ad positions. Focus on Mobile.
Getting the Most Out of Google Grants
APRIL 30, 2013
Google Grants , the nonprofit version of Google Adwords , is one of these free resources, and one of our favorites. In a previous post , we touched on the eligibility requirements to apply for Google Grants for Nonprofits (go check ‘em out now). First, let’s take a look at the Google Grant Adwords account restrictions: $330 daily budget cap ($10k per month). $2
Will Your SEO Strategy Be Impacted By Google’s Removal of Right-Hand-Side Ads on SERPs?
FEBRUARY 24, 2016
As of Friday of last week, Google confirmed that it had permanently removed all right-hand ads on its SERPs (search engine results pages) worldwide, making room for ads at the top and bottom of the page. ” In this case, that limited real estate is like Google’s ads, the difference being that the ads aren’t guaranteed to replenish your comfort and energy. Oh yeah.
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. Google’s Content Search Network allows you to expand your reach and get your ad in front of new audiences with targeted placement ads. What is Google’s Content Network? All rights reserved.
The Most Important Changes to Google AdWords in 2013
DECEMBER 27, 2013
Keeping up with the thousands of updates and changes Google makes in AdWords each year could be a full-time job. Google matches an ad to the device being used to perform the search, giving much-needed user context to ads. Now, Ad Rank will also consider whether Google anticipates any positive impact from the usage of Ad Extensions and formats. right? That''s what I thought.
Google Keyword Tool vs.Traffic Estimator: How Do They Differ?
APRIL 12, 2013
When creating a PPC campaign from scratch and estimating performance for projections, Google Keyword Tool and Google Traffic Estimator are two great tools for research. Google Keyword Tool is a great tool to find monthly search volumes, average cost-per-click (CPC), analyze the competitive nature of a specific query, find additional keywords, a quick snapshot of seasonality, and more!…
7 Things You Didn’t Know You Could Do with Google Adwords
DECEMBER 16, 2013
Google Adwords is a very powerful tool packed with lots of features to help you get the most out of your search engine marketing efforts. Today we break down some lesser known but highly valuable Google Adwords features to help you maximize your campaign performance. Google Adwords has tons of features that can help move your search engine marketing efforts forward.
Video Tech Company Leverages SEM to Drive Enterprise Leads
NOVEMBER 10, 2016
In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 billion unique monthly views. Aggressive testing of ad copy. Sewell, Spear President.
Use Google Automation Tools to Make Your PPC Ads More Efficient
MARCH 26, 2014
These are just some of the many things you can do with Google’s automation tools. We’ll be exploring some of the different things you can do with these techniques and how they can help you maximize your time and profit with Google Adwords. Although Google Automation Tools are designed to save you time, if set up incorrectly, they can actually end up hurting your account.
Best Google AdWords Tips and Tactics of 2010
JANUARY 28, 2011
Yet many marketers struggle to optimize this channel in the face of increasing competition, changes to Google results pages (e.g. Google Instant) and changes within AdWords itself. Find the answers to those questions and more here in some of the best Google AdW0rds tips, tactics and techniques of the past year. Google AdWords Quality Score Factors by PPC Blog. ** 5 Stars.
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? If you were to bid on “green sneakers” and “green shoes” separately on an exact match instead, you could actually end up paying a less expensive CPC (cost-per-click) for each of those keywords, as well as limit the amount of irrelevant traffic.
A Simple Guide for Setting Up Your First Google AdWords Campaign
JUNE 18, 2012
Google is the most used search engine on the web. With over 2 billion searches a day, your customers are probably "Googling" something for which you want to show up. If it's because you're intimidated by Google's AdWords interface, we get it. Read on to learn everything you need to know about setting up a Google AdWords campaign! Creating a Google AdWords Campaign.
What to Know About Google’s Paid Search Updates – Mobile Wins Again
AUGUST 2, 2016
Google is known for making covert changes and, sometimes, pulling the rug out from under marketers and advertisers. Our key takeaway is this; mobile rules and Google plans to keep it that way. Earlier this year, Google removed right-hand side ads on desktop to improve the search experience and make it more consistent across devices, including mobile. This has paved the way for Google to introduce expanded text ads, which they are currently rolling out. The post What to Know About Google’s Paid Search Updates – Mobile Wins Again appeared first on Fathom.
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. Its top 25 US-based search advertisers alone spent more than $1.3 Twitter. Facebook. General.
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.
The Complete Display Ads Overview For B2B Marketers
NOVEMBER 11, 2015
Filtering your ad placements on these layers will help you find the right audience and lower your CPC. Contextual layer : The the contextual layer simply means you give Google a list of keywords and Google will choose the sites your ads will show up on. Interest Layer : Google has identified specific groups of people based on their site viewing behavior. Think In Layers.
Google’s New AdWords Quality Score Reporting: Where Did All My 10s Go?
AUGUST 28, 2013
Recently, Google announced a change in the way Quality Score would be reported within AdWords. What Andy found was surprising -- it appears that Google has shifted reported Quality Scores so they better fit a standard bell curve: As you can see, before the change, the curve looked like a sine wave, with a peak around 4, a dip around 8, and another peak at 10. intermediate PPC
17 (of the) Best AdWords and SEM Guides of 2011
MARCH 14, 2012
Google AdWords) in conjunction to maximize first-page-of-the-search-results exposure. Understand Google AdWords quality scores? Janel Landis Laravie highlights changes Google had made to give paid search results more prominence, among them Local, Product, Video, Phone and Sitelinks, and states that “If you still are not using these, you are missing out.”
Cost Per Click Reduction Strategy in Google AdWords
MARCH 5, 2017
If your products and services aren’t on page 1 or 2 of the organic results, then paid search ads via Google AdWords are considered so that you can generate bottom funnel leads; targeting prospects using a search engine to find an answer to their business problemsThe problem is; for very competitive keywords in a competitive industry, the cost of a click in many industries can be quite high.
Paid Advertising 101: Understanding Search and Display Advertising
NOVEMBER 4, 2015
Search and display advertising on major platforms like Google AdWords and Bing Ads (Yahoo!/Bing Search Advertising via the Google Search Network. Perhaps the most commonly used online advertising platform is Google AdWords, Google’s ubiquitous online advertising tool that allows you to reach prospects and customers on desktop, laptop, tablet, or smartphone. Read on.
An SEO’s Guide to Bottom-of-Funnel Keywords
OCTOBER 21, 2016
At each phase of the buyer’s journey, people use specific modifiers and common words when they search using Google, Bing, or other search engines. Next, upload these keywords into Google’s Adword Keyword Tool, or test out a number of other tools on the market like Wordstream, SEMRush or Keywordtool.io. Not likely. Marketing Funnels and Keyword Research. Top of Funnel: Awareness.
Retargeting; An Internet Marketing Tactic to Increase Conversions Rates & Leads
JUNE 9, 2012
Those firms will display your retargeting ads throughout the thousands of websites they represent (whether it is Google’s display network or the myriad of ad networks and exchanges). This is Google’s method of proving an attribution effect. Like with Google, I am tracking direct conversions along with the view-thru conversions, plus a target CPA. Let’s talk retargeting. Get it?
Why 78 % of Marketers Struggle with Content Marketing ROI
MARCH 24, 2016
Google Analytics is another useful tool for learning more about your visitors, tracking click patterns and understanding what is working — and what isn’t. To assign a specific dollar value and calculate ROI, look at which keywords are driving traffic using the Google Search Console, formerly known as Webmaster Tools, and drilling down to Search Traffic and down to Search Analytics.
The Definition of Quality Score [In Under 100 Words]
APRIL 19, 2014
Quality Score is a metric Google uses to determine your page ranking and how much you pay per click in a particular Google AdWords campaign. Google ranks Quality Score on a scale of 1-10 (with 10 being the best). Higher Quality Scores tend to lead to lower costs-per-click (CPC), which translate into lower costs per conversion. Paid Search