So, You Want to Run a PPC Campaign … What Should You Know About Ad Copy?

January 21st, 2013

by Mandy Lauman

Congratulations! You’ve made an important leap for your business by deciding to invest in a pay-per-click (PPC) campaign. But, this is only the beginning! One of your next important steps is writing ad copy. This can be tricky as you have to write compelling ad copy while making sure to follow the publisher’s guidelines (Google, Bing, Yahoo!, etc.).

For today, we’ll just focus on some of the more important tips to get you started:

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Filed under: Marketing, Paid Search | Tags: , , , | 1 Comment »

Are You Using Ad Extensions in Your SEM Campaigns?

December 21st, 2012

by Mandy Lauman

One easy way to differentiate your ad from the competition is to incorporate ad extensions. Ad extensions add additional information about your business to your search engine marketing (SEM) ads. Not only do these extensions help you stand out from the others by giving you more real estate on the search engine results pages, they also provide useful information for users looking to find out more about your business.

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Intro to Quality Score

December 3rd, 2012

by Daniel Hadaway

Hang around with search marketing geeks for long and you’ll most likely hear the term “Quality Score” mentioned a few times. But what is Quality Score?

Quality Score is a number that Google assigns to each keyword in a PPC campaign that represents how relevant your ad is to a person’s search query. It’s important to remember that Quality Score is merely an estimate of the likelihood of a user finding what they are looking for via your ad. Read the rest of this entry »

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Three Search Engine Changes We’ll See in 2012

January 16th, 2012

by Marcus Snyder

2012 Image2012 is certain to come with a lot of changes in the way that search engines work. More importantly, we’re going to see a lot of changes to the way that search results that show up. I’ve collected a few things that I think we’ll see (or in some cases, see more of) in 2012:


Search algorithms will continue moving toward personalized results.

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Pick the Best Marketing Medium for Your Business

December 20th, 2011

Social Consumer Infographicby Daniel Hadaway

If you’re planning to begin marketing your business online, there’s a chance you’ve got a plan laid out for all the different types of marketing you’d like to utilize. It’s important to note, however, that while most businesses will see success from all online marketing channels, different types of online marketing lend themselves more favorably to specific vertical markets.

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Filed under: Display Advertising, Marketing, Online Reputation, Paid Search, SEO, Social Media, Web Design | Tags: , , , , , , , , , , , , | 3 Comments »

Marketers: SEO Generates Leads, But Social Is the Future

November 8th, 2011

The State of Digital Marketing

by Daniel Hadaway

Search Engine Land just posted an infographic based on some research they recently wrapped. The 2011 State of Digital Marketing Report provides some key insights into how marketers are viewing the roles SEO, Search and Social Media play in effective marketing:

SEO currently has the biggest impact on lead generation. Marketers (both B2B and B2C) currently view SEO as the most effective tool for generating leads, which isn’t surprising considering the positive perception and emphasis the digital marketing world has placed on it during the past 5 years. But, the current emphasis and “trendiness” of social media as a marketing tool is driving change on this front… Read the rest of this entry »

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How to Save Your Ads from Holiday Competition

September 9th, 2011

by Marcus Snyder

As crazy as it may seem, the holiday season is almost here. Right now, advertisers everywhere are getting ready to blast consumers from every angle, including online search campaigns. So, what does this mean for us?

The Skinny: It means that now is the time to optimize our campaigns to make sure that our ads aren’t lost in the impending barrage of our competitor’s campaigns. What has traditionally worked well in the past may not be good enough to compete during the holiday madness as the cost of bids are driven up, which can potentially push an ad’s page position down.

The Fatty: Saving a campaign begins and ends with smart campaign management and optimization. Here are some things to watch out for as well as some possible resolutions:

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Google: Friend or Foe? Or Both?

September 1st, 2011

by Daniel Hadaway

TechCrunch has an interesting article (and accompanying video) about some of the behind-the scenes info from Google on what goes into providing search results and constantly revising the algorithms to make results more relevant.
You should definitely take four minutes and check out the video, but here are a few key takeaways:
Google changes things constantly. Early in the video it is mentioned that last year alone, Google made over 500 changes to its search algorithm. Some changes were major, and many were minor; but staying abreast of all the latest changes Google is making- and knowing how those changes will affect your search engine ranking is a very important part of maintaining your digital presence.
Google doesn’t arbitrarily change its code. Somewhat conversely from the previous point, Google spends many hours researching every change and its potential impact on users and results. So rest assured, that your page’s ranking isn’t resting on the whims of a corporate giant (well at least not a volatile one). In the last minute or so of the video at TechCrunch, Google explains an anecdote of how one change is monitored and refined. They definitely do their homework!
Lastly, Google does control your fate. The bottom line is that Google does have ultimate control over your ranking within its search engine. They don’t answer to a higher authority than their share holders, as any business would. The whole point of this video being posted is to show the public how responsible and trustworthy Google is with all of this power. But still, it’s not a good idea to place all of your eggs in Google’s basket.
Try dedicating some resources to decidedly non-Google-controlled marketing means like Display, Paid Search (still owned by Google, but you’re paying them so you know you’ll get results!), Social Media, or even a Website designed to convert.
The bottom line is that Google does control what happens on their search engine, even though ti reached critical mass a long time ago. But, be reassured: it does seem like for the time being they are dedicated to constantly improving search results for users, and providing clear concepts on how to rank higher in its results!

TechCrunch has an interesting article (and accompanying video) about some of the behind-the scenes info from Google on what goes into providing search results and constantly revising the algorithms to make results more relevant.

You should definitely take four minutes and check out the video, but here are a few key takeaways:

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How Do They Know You Want Doggy Toothpaste? (Behavioral Targeting in Ads)

March 30th, 2010

dogAre you ever on a webpage, and out of the corner of your eye you notice an ad that seems to be custom made for you? You might be on a website that shares great recipes, but the ad is for toothpaste for dogs. Toothpaste for dogs may be strange enough in its own right, but what really intrigues you is that you were just searching for some doggy toothpaste the other day. How do they know you’re interested in toothpaste for dogs?

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Google Now Offering Location-Based Search Results

March 2nd, 2010

google

Google recently added the ability to search by location to its ever-growing list of search-sorting options. This will be a groundbreaking shift for local business owners taking part in paid-search.

Consider the following scenario:

You’re a dry-cleaner serving a metropolitan city and its surrounding areas, including suburbs, 2 or 3 counties, and countless incorporated town names. If you wanted to only advertise to people living in those areas who are searching for the term “dry-cleaner”, you’d have to guess what else they might type in (as it relates to their location). If your shop is in the city limits, and your customers are j

ust across the county line, they may not see your paid-search advertising.

But thanks to the change Google recently made, it won’t matter anymore.

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