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Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

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. Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business.

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The Ultimate Guide to Accurate PPC Forecasting


Most business leaders today know the importance of investing in search engine marketing (SEM) to reach target audiences and desired goals. But what they might not realize is how much PPC budget they need to succeed, or the value of their ad spend. Whether you’re an independent marketing agency pitching to clients or an in-house SEM manager, you need accurate PPC forecasting to succeed in your role. How to Forecast CPC with Keyword Planner.


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7 Bing PPC Secrets That Expand SEM Beyond Google


While Google has always held the lion’s share of the search market, Bing PPC opportunities continue to grow every year, as the platform processed more than 15 billion searches monthly, and boasted 142 million unique searchers in 2017. So for advertisers who only focus on Google, failing to create a Bing PPC strategy represents a lot of missed opportunities. Another major benefit of using Bing for SEM is lower competition. Manage Your Bing PPC Account Separately.

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Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

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. Its top 25 US-based search advertisers alone spent more than $1.3 Ready to take the plunge into Social PPC? The bigger challenge for B2B advertisers on Facebook is generating conversions and high-quality leads.

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5 Simple PPC Landing Page Changes that May Improve Your Quality Score

The Point

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses – helps determine your cost per click (CPC), ad position, and other variables that contribute significantly to the success and cost-effectiveness of your PPC campaign.

Friend or Frenemy: the Synergy Between SEO and PPC


When it comes to Search Engine Marketing (SEM) programs, the question of the synergy between SEO and PPC eventually comes into play. Here’s everything you need to know about the relationship between SEO and PPC. What is SEO and PPC? Does SEO help PPC?

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Are You Making These PPC Mistakes? 10+ Bizible PPC Fails… And How We Fixed Them


We recently went through and audited our paid media (mostly PPC) and found that there were many ways in which we could improve. Promoting content based on persona -- e.g. blog posts targeted at CMOs only go to CMO audience -- greatly increases ad relevance and CTR, which results in more conversions and lower CPC. AdWords snippets offer advertisers more real estate, and that’s rarely a bad thing. adwords ppc paid media sem

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Why At-Scale SEM Programs Need Bid Optimization Technology


Businesses today use a variety of approaches to SEM that each come with their own benefits and pains, but they all have one priority in common: to create the most effective SEM strategy while minimizing the effort and resources needed to achieve it. Many PPC managers today prefer to use manual bidding because it’s highly customizable. This approach, though, comes with some major drawbacks that make it difficult for SEM programs to scale beyond their initial capacity.

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Infographic: 17 Tips for Generating Leads from Social PPC Advertising

The Point

Looking to include social media advertising as part of your demand generation mix in the new year? Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter. Is it best to start with CPM, or CPC?

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Think Beyond PPC, Invest in Revenue-Per-Click Advertising


SEM practitioners are beginning to recognize that the analytical methods that they once trusted religiously harbor serious limitations, all due to the uncomplicated fact that they don’t directly correlate to business outcomes and bottom line. If a keyword has a calculated average higher than the average CPC, it’s highly valuable. If it’s lower, it can be weeded out or bid down to an appropriate CPC. What should you do to scale up your SEM efforts?

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How to Avoid Underspending and Overspending Your SEM Budget


Balancing your SEM budget is one of the major challenges of marketing management today. You put a lot of effort into PPC budget forecasting to secure the funds you need and so the last thing you want is to mismanage it through overspending or underspending. It can also frustrate the leaders who put you in charge of SEM in the first place. Numerous factors can contribute to poor SEM budget spend. Adwords daily budgets can now overspend by 200% to reach advertiser goals.

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B2B PPC Optimization: Thought Leadership with Terry Whalen of CPC Search


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. How is B2B PPC campaign management different from B2C?

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The Ultimate Guide to PPC


On a scale of 1-10, how much do you really understand the world of paid advertising? As a marketer, PPC is a skill that you should have in your toolbelt — or at least have a basic understanding of. To start, we’ll begin with the benefits of paid advertising and then get into some key definitions that you’ll need to know. When done right, PPC can earn you quality leads. Benefits of PPC. In other words, PPC is your shortcut to getting to the top within your niche.

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PPC Automation: Why and How to Implement It

PPC Automation: Why and How to Implement It” is a guest post written by Tim Ferguson, a writer and editor of Marketing Digest. Perhaps you have not started using PPC ads yet. PPC ads are designed to help you reach your targeted audience wherever and whenever you want to reach them.

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The 17 Best Keyword Research Tools for SEO and SEM


Sample review: “For identifying new keywords for your organization, there’s no better place to start than Google’s Keyword Tool…you can identify monthly searches of various keywords, discover new variations of long-tail keywords and for your PPC efforts, estimated CPC costs to help determine your future campaign spend.” Enter seed keywords and get back potentially thousands of keyword ideas; filter and sort by search volume, cost per click, and PPC competition.

9 Ways to Use Inventory and Lead Capacity for More Efficient SEM


Sometimes you have to look far and wide for tools and resources that you need for your PPC campaigns to be successful and profitable. Such is the case when you use both your own inventory and lead capacity to optimize your SEM activities and increase ROI. The majority of businesses use search engine marketing (SEM) to sell products or attract leads to their business. In other words, they don’t need the help of PPC ads to attract business during those hours.

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How to Solve PPC Keyword Cannibalization


Optimizing your ROI is a challenging, seemingly endless, process in the highly competitive world of search engine marketing (SEM). That of course includes implementing best practices around keywords, as well as staying on top of any unanticipated PPC roadblocks — like keyword cannibalization. . A costly, oftentimes unrecognized, consequence of this can be keyword cannibalization across entire PPC programs. PPC keyword cannibalization PPC campaign SEM

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The Six Steps to Machine Learning PPC Bidding Optimization


PPC Bidding Optimization has come a long way over the years. Our new Guide, Machine Learning Powered PPC Optimization , walks through both the prerequisites of a thorough bidding process and the bid calculation stages that modern SEM optimization tools are utilizing to unlock the most from large PPC programs. It’s focus is machine learning PPC. Three: Calculate a CPC that Promotes Your Goals. It helps answer the question: how can I optimize PPC bids?

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What is PPC? A Guide to the Basics


From a marketing and advertising perspective, that is a lot of face time you could be missing out on, and with it, brand awareness and revenue. Consequently, it’s more important than ever that you’re employing pay per click advertising, or PPC, to maximize value, profitability and ROI on your campaigns. So what is PPC? What is PPC? So, then, what is PPC? Google became one of largest companies on the planet because of advertising.

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Adwords Automation in 2019 – The Best Solutions for Automating SEM


In this article, we offer a complete overview of the best solutions for automating SEM in 2019. Google AdWords (recently renamed Google Ads) is a frontrunner in developing solutions to automate and optimize advertising. They continue to roll out new tools that help marketers automate their PPC and display advertising efforts. The growing list of Google Adwords automation features advertisers can take advantage of in 2019 include: Responsive Search Ads.

7 Ways SEO & PPC Can Work Together in 2021


If your SEO (search engine optimization) and PPC (pay per click) teams exist in complete silos, it's time to change that. Commonly held opposing viewpoints are: PPC is too complex, and SEO is too slow. PPC is one of SEO's most powerful tools — and vice versa.

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PPC Budget Forecasting on the Fly


We have extra budget and would love to see what the numbers would look like if we spent it in PPC. Potential cost: potential clicks*Avg CPC. The post PPC Budget Forecasting on the Fly appeared first on Fathom. Online Advertising / SEM / Display AdWords Online Marketing optimization Paid Search ppc It’s Friday afternoon and an e-mail comes through to your inbox from your client: “Do you think we can spend an extra $10,000 this month?

Why PPC Automation Technology is the Future of Paid Search


As Google introduces new tools and features, advertisers must change their PPC strategies and adapt. That makes it hard to keep up with new ways of approaching SEM every year. One big shift has been an increased interest in PPC automation technology. But PPC automation tools aren’t just the latest trend. They’re a solution that can help advertisers follow the future of paid search without having to reinvent their strategy time after time.

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Top 10 PPC Trends for 2020


The landscape of digital advertising will be more dynamic in the year 2020 than ever before. Consequently, PPC marketers will need to reshuffle their marketing strategies & train themselves to sustain amidst the evolving marketing trends.

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B2B PPC Strategy and Tactics for B2B Digital Marketing

The ABM Agency

Pay-per-click (PPC) advertising has become one of the most common B2B digital marketing channels due to the immense value it brings to the table—for every $1 spent on PPC advertising through Google Ads, there’s a return of almost $2. What Is B2B PPC?

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How to Use Audience Bid Modifiers to Drive PPC Performance at Scale


PPC advertising has always been keyword-focused, but audience targeting features are now more advanced when it comes to improving campaign performance. This shift towards audience targeting is great news for advertisers looking to optimize and grow their efforts, especially if they utilize Google’s audience bid adjustments. Say you set a max CPC bid of $1 for a campaign, but you discover your ads perform better on desktop than mobile devices.

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12 Pay Per Click Professionals Crushing the PPC Advertising Game


The true power of pay-per-click (PPC) advertising is its ability to drive bottom-line results for businesses. Approximately two-thirds of people who click on a PPC ad do so to purchase a product. Those stats are not just reserved for Search Engine Marketing (SEM). As such a prominent part of the online marketing world, PPC advertising has attracted some of the best minds in the business. Women – and men – in the PPC industry, take note!

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17 (of the) Best AdWords and SEM Guides of 2011


The fact is, paid search is a vital component of any web presence optimization strategy because it enables advertising companies to: • appear prominently in search results for terms that would be difficult to rank for organically (e.g. Discover the answers to these questions and many more here in 17 of the best AdWords and SEM guides of the past year. ” She describes in detail how sitelinks are used and how advertisers can take advantage of these features.

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Start Spying On Your PPC Competitors In 3 Quick Steps

EMagine B2B Blog

SEM Rush , KeywordSpy , and are a few of my favorites. Follow these three simple steps to unlock the key to your competitors’ biggest PPC secrets. The paid version allows you to download a full list of paid keywords, landing page URLs, ad copy, and just about any other piece of PPC information. For example, if you want to justify increasing your PPC budget, compile a high-level overview of each competitors’ estimated monthly spend.

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8 Ways to Improve PPC Campaign Management


You might often hear marketers tell you to take the time to carefully execute PPC campaign management for optimal performance, then you can simply “set it and forget it.” ” While it may be a popular philosophy, it’s also a common misconception among amateur advertisers. But experienced marketing managers know that PPC campaign management and optimization aren’t static disciplines. PPC advertising can help drive numerous marketing and business goals.

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Bing PPC Ads: How They Work (and Compare to Google Ads)


It's an ambitious goal, but one place where Bing differentiates itself is through its Pay Per Click ads or PPC. Pay Per Click ads are, "a form of search engine marketing (SEM) where the advertiser pays for clicks on an ad." The advertiser has to pay the publisher whenever a visitor interacts with the ad. While Google Ads offers a popular PPC feature, Bing's has unique advantages that distinguish itself from the search engine giant. Bing PPC.

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The Role of Bid Optimization Technology in Preventing PPC Performance Issues


In 2019, businesses are investing more in PPC performance marketing than ever before. Advertisers must constantly be on the lookout for ways to improve Adwords performance if they want to stay ahead of the growing competition. There are a lot of changes advertisers can make to improve performance and an equal number of ways to hurt it. PPC managers can no longer afford to experiment with changes and learn from trial and error. PPC automated bidding is the key.

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5 Simple Steps to Develop an Effective PPC Strategy


Okay, you’ve just landed your dream job as an SEM professional and your boss is now asking you to deliver your “PPC strategy” — you know that brilliant, airtight strategy you put together that’s going to help your boss (and your company) not only to meet their business objectives, but also exceed them? In fact, while you may know a lot about PPC, you’ve never actually sat down and documented how you make magic happen with PPC. That would be your ideal CPC.

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Affordable PPC Avenues for Marketing a Law Firm


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. Another positive note: Facebook is cheap – with Cost-Per-Clicks (CPC) as little as $1. Leverage YouTube Advertising to Create Effective Brand Awareness. PPC advertising doesn’t always have to break your bank in the legal industry.

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The Right Way To Spend Millions on Senior-Living Advertising


The Fathom Healthcare team has had the privilege of running paid advertising for several different major senior-living and assisted-living community organizations. One basic challenge in the digital advertising world is trying to determine WHO you are targeting. Like with some other healthcare organizations, advertising in this world involves targeting both caregivers and those in need of care. Look to Other Channels To Generate Incremental Leads, Combat High CPC.

The Top 3 SEM Takeaways from SMX Advanced 2017 – Social/Mobile, Audience Targeting and Shopping


Review the top PPC insights for social/mobile vs. search, audience targeting and Google Shopping here, and get new martech insights and a free digital copy of the acclaimed martech book “Digital Insights” in our webinar. One of the most important goals for any advertiser is delivering the right message at the right time to the right person, and over time, this consideration has only become more significant.

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Baidu Limits PPC Ad Space: What This Means for B2B Marketers

KoMarketing Associates

On May 24, Chinese search engine Baidu made significant changes to the configuration of its paid advertising, including limiting the amount of ads that appear on the search engine results page. In early May the Cyberspace Administration of China (CAC) launched an investigation into Baidu’s health care advertising practices. The advertising on the right has been eliminated. From a long-term perspective, advertisers may consider not putting all their eggs into one basket.

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