Search Engine Marketing (SEM) Best Practices

Webbiquity

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.

SEM Mystery: The Case of the Missing Leads

Webbiquity

No problem, I thought; knock out a keyword list, crank out a few ads, test a couple of different landing pages, keep an eye on things to weed out the bum search phrases and keep bids in line, piece of cake. So I downloaded a keyword report and went through it with a fine tooth comb.

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How to Avoid Underspending and Overspending Your SEM Budget

QuanticMind

Balancing your SEM budget is one of the major challenges of marketing management today. 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.

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

Webbiquity

Discover the answers to these questions and many more here in 17 of the best AdWords and SEM guides of the past year. 2 Little Known Ways To Increasing CTR And Quality Score by Certified Knowledge. Keyword Match Types: The What and Why.

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How to Solve PPC Keyword Cannibalization

QuanticMind

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. Keyword Cannibalization – The Basics.

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What’s the Difference Between SEO and SEM?

TrustRadius Marketing

SEO stands for search engine optimization , and SEM stands for search engine marketing. SEO experts focus on generating traffic and leads through organic search whereas SEM experts aim to generate traffic and leads through organic and paid search. Perform keyword research.

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An Expert’s Thoughts On How To Scale ‘Single Keyword Ad Groups’ (SKAGs)

Ladder.io

Our Growth Analysts at Ladder noted some issues with ‘keyword stuffing’ in a few Google Ads campaigns recently. The Problem With Keyword Stuffing. Keyword Stuffing is defined as putting too many dissimilar keywords in the same ad group.

Seven Common AdWords Mistakes to Avoid

Webbiquity

In fact, recent WordStream research highlighted on eStrategy Trends reveals that, for keyword phrases with “high commercial intent,” almost two-thirds of all clicks are now on paid ads. A keyword with a low CTR and a $10.00 Using the wrong keywords.

SMX Advanced Day 2 – Branded Keywords, More Audience Targeting, ETAs and Shopping

QuanticMind

Day 2 of #SMX Advanced includes tips and tactics on branded keywords, audience targeting, expanded text ads and Google Shopping. It’s estimated that competitors running ads against branded keywords can cost up to a 10% drop in clicks and 20% higher CPC.

Google AdWords Average CTR and Best Practices

WebMarketCentral

It's surprisingly difficult, however, to get meaningful data on the average click-through rate (CTR) for Google AdWords ads. On the B2B side, I'd place the average Google AdWords CTR in the range of 0.9-1.4%. So—how can you optimize your Google AdWords CTR to beat those averages?

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What is PPC? A Guide to the Basics

QuanticMind

There are several types of PPC advertising, but the most popular remains paid search, commonly known as search engine marketing (SEM). This sophisticated, keyword-driven discipline allows industry professionals to place bids for ad placement on a search engine results page (SERP) real-estate when a consumer searches for a keyword that is related to their products or services. This is where you set up your bids on the keywords you want to trigger an ad display.

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How to Improve Google Adwords Quality Scores [Infographic]

Cody Ward

I recently stumbled upon an useful infographic created by Digital Net Agency , a performance-based search agency with a concentration on Search Engine Optimization (SEO) and Search Engine Marketing (SEM).

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

The Point

Twitter and even Facebook have shown more limited success, but both can be a good fit for certain B2B companies whose target markets align well with specific interests or keywords. It seems only yesterday that “PPC advertising” was synonymous with Google AdWords.

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

bizible

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. Mistake #9: Going general with keywords, then narrowing. Mistake #10: Using broad match keywords.

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3 More Tips for Optimizing SEM Campaigns

WebMarketCentral

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.

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11 Expert PPC Guides, Tips and Techniques (and One Rant)

Webbiquity

SEM changes take effect in a matter of minutes. • You decide which keywords, and how many, you’d like to show up on page one for, including popular phrases for which it may be very difficult to rank organically. You can add and drop keywords on the fly. •

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Measuring Year-End Marketing KPIs – Where’s the Data?

Act-On

Average Keyword CTR. Average Landing Page CTR. Average Keyword Position. Keyword Queries. Content Keywords. Marketing Strategy Reports & Analytics data engagement data key performance metrics KPI marketing strategy Search engine marketing search engine optimization search marketing SEM SEOWhere did the year go? We’re wrapping up 2016 and there’s less than 10 days left in the year!

The Right Way To Spend Millions on Senior-Living Advertising

Fathom

You definitely need to track your ads and keywords in a way to understand which are generating high-quality and low-quality leads. Assisted-Living and Memory Care Keywords Are Most Expensive. As stated in point #4, these keywords can be expensive.

Seven Expert Search Engine Marketing Guides

Webbiquity

SEM, paid search, PPC) is a powerful complement to SEO and an effective tactic on its own. Google and Yahoo both say that by including your keywords in your ad title and descriptions will greatly help increase your quality scores&# ). Done properly, search engine marketing (a.k.a.

The Case of the Missing Leads: An SEM Mystery

WebMarketCentral

No problem, I thought; knock out a keyword list, crank out a few ads, test a couple of different landing pages, keep an eye on things to weed out the bum search phrases and keep bids in line, piece of cake. So I downloaded a keyword report and went through it with a fine tooth comb.

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Paid Search & The Truven 15 Top Health Systems

Fathom

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). What keywords are the ads showing up for? Add the targeted keyword to the display URL (e.g.,

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Are You Advertising Your Urgent Care Clinics Online?

Fathom

Average click-through rate (CTR) was significantly higher for mobile (3.11%) and tablets (2.96%); where desktop CTR was 1.95%. Healthcare Online Advertising / SEM / Display urgent care advertising urgent care digital marketing urgent care online

10 Shopping Feed Optimization Techniques for Better Retail Advertising

QuanticMind

In the past, the most expensive and competitive keywords were bottom of the funnel, suggesting shoppers had immediate purchase intent. They appear prominently in search results and can have a huge impact on click-through rate, or CTR.

PPC Budget Forecasting on the Fly

Fathom

From here, use the following formulas for the rest of the potentials: Potential clicks: potential impressions*CTR. Of course, adding additional keywords or moving targeting and settings around will help to generate additional opportunities. 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?

Hero Conference 2014: Key Learnings in Paid Search

Fathom

The sessions contained various topics including lead gen PPC, eCommerce PPC, attribution, live audits (keyword research, ad copy, account audits), and much more. Doing extensive keyword research, writing ads, and choosing/designing a landing page is not enough. However; how much of our testing and optimization efforts focus on click-through and monitoring CTR over time? If budget is an issue, focus on your highest intent (primary keywords) FIRST.

How to Solve the Biggest New Problem in Search Engine Marketing

QuanticMind

How can you solve SEM’s biggest new challenge? In fact, if you’re a paid search professional who works on PPC campaigns for a living, you’re probably already tracking a huge amount of mission-critical information: your cost-per-click (CPC) bid levels, your click-through rates (CTR) and conversion rates (CVR) on various ad campaigns you’re running. Search Engine Marketing / SEM bid adjustments Bidding Search

8 Ways to Improve PPC Campaign Management

QuanticMind

Researching search queries and adding relevant new keywords to accounts. Eliminating poor performing keywords from campaigns. Define your goals before you start, because it will ultimately impact what bidding strategy you choose, what keywords you target and what kind of ads you serve. Duplicating keywords across campaigns and ad groups. Refine your keyword lists as you learn. Consistently update your negative keyword lists.

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Best AdWords Tips and Tactics of 2009, Part 2

Webbiquity

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. Ron Jones steps through the process of structuring content for AdWords campaigns, developing keyword lists and setting up ad groups, along the way identifying helpful resources and tools such Permutator.

Hospital Advertising Tips: Increase Patients with Ad Extensions

Fathom

There’s no documented data on how click-through is affected by Google yet but I’d imagine it would definitely increase CTR. Unfortunately, RAIS ads are only applicable on ‘branded’ keywords only. Healthcare Online Advertising / SEM / Display ad extensions

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How to Perform an Onsite Audit for SEO, Part 3: Take Action

Marketing Action

Check Google’s Search Console (formerly Webmaster Tools) for landing page and keyword impressions, clicks and CTR improvement. Review your keyword rankings for improvement and Google Analytics for traffic improvements. Keyword Research & Canonical Mapping.

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SMX East 2017 Day 1 – Online-to-Offline, Shopping, Display

QuanticMind

O2O: “Offline Attribution in SEM: Getting From Good To Great” by Aaron Levy. A recent case study showed one merchant recorded +71% clickthrough rate (CTR), +76% conversion rate (CVR) and +22% return on ad spend (ROAS). Last year, the Carousel extension went through a limited holiday beta, and participating merchants saw a 10-13% CTR lift with no observed cost-per-click (CPC) increase. Note: Keyword-level bidding is not available in Shopping.)

Why SKAGs Are No Longer a PPC Best Practice (and How to Respond)

Unbounce

You’re studying PPC best practices, looking for ways to level up your SEM campaigns and boost ROI from Search. You stumble upon a “hack” for optimal keyword performance, your elusive unicorn: the SKAG (Single Keyword Ad Group). Why Single Keyword Ad Groups once made sense.

You’re Not eBay. Why Paid Search Still Makes Sense for B2B Marketers

KoMarketing Associates

A recent study released by eBay, “ Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment ” refutes the value of paid search and claims an overall ineffectiveness both of branded and non-branded keyword ads.

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

Modern B2B Marketing

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. Another important difference between consumer and B2B is that typically the SEM manager has fewer data points on which to optimize and grow the account. Yet the AdWords default is to rotate the ad with the highest CTR more often.

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26 Awesome Search Engine Marketing Guides

Webbiquity

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?

CMOs: Stop Believing These Digital Marketing Myths

Crimson Marketing

“It’s much more interdisciplinary, and mere keyword optimization and proper site architecture won’t get you as far as it used to. But it’s also grown to incorporate hugely important initiatives like UX, conversion rate optimization and CTR optimization.”

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Is Machine Learning the Future of Marketing? Experts Weigh in.

QuanticMind

“We use natural language processing to create new SEM campaigns based on keywords that come from the user-generated content on our site. keywords on SEM, email addresses in re-marketing campaigns) but will not be able to create target segments by itself. If the data is available about your target audiences to help you deliver a message that will resonate and generate even a modest improvement to your CTR, it’s easy to make the business case.”