Clik here to view.
Relevancy: The Holy Grail Of PPC
I’m going to focus my first post on what I believe is the most fundamental concept in PPC: relevancy. Giving users what they are looking for. Directing them to where they want to go. Answering their...
View ArticleThe 10% Clicks Rule Part 1: Overview
Welcome to the first of a 3-part Clicks Rule special. Here’s the theory No more than 10% of total broad and phrase clicks in your Google AdWords account should come from a single ad group. If more than...
View ArticleThe 10% Clicks Rule Part 2: Process
Welcome to part 2 of the Clicks Rule special. You may be familiar with a technique I shared in recent post called the 10% Clicks Rule (if not, you may want to come back once you’ve skimmed through Part...
View ArticleClik here to view.
The 10% Clicks Rule Part 3: Does It Work?
Welcome to the final part of the Clicks Rule special. You may remember the 10% Clicks Rule is a technique to help identify the areas of your Google AdWords account which could benefit most from your...
View ArticleClik here to view.
Budget Time for Budget Checks
Daily campaign budgets in Google AdWords are great. You simply enter the maximum you want to spend per campaign per day, then sit back and relax, safe in the knowledge that your monthly Google bill...
View ArticleClik here to view.
The 5 Benefits of Long-Tail Keywords
There’s been a lot of talk about long-tail keywords in pay per click (PPC). You could say it started in the entertainment industry with Chris Anderson’s influential Long Tail article in 2004, but it...
View ArticleOne Keyword per Ad Group: Pros & Cons
I recently stumbled across a Google AdWords video by Derek Faylor describing how to boost AdWords relevancy. He suggests picking one keyword that is core to your business, setting it to exact match and...
View ArticleClik here to view.
How Low is “Low Search Volume”?
Browsing through your Google AdWords account, you notice some of your keywords are not showing due to “low search volume”. Hovering your mouse over the speech bubble, the ad diagnostic tool pops up:...
View ArticleClik here to view.
Intelligent Analytics for Intelligent AdWords Management
All too often keywords in a paid search account are evaluated based solely on their ability to generate conversions: leads, bookings or sales. If a keyword has an unacceptable conversion rate or an...
View ArticleTo Deep-Link Or Not To Deep-Link
Landing page selection is an art. When it comes to choosing landing pages for paid search ads, there is only one rule which must be followed: the page must be relevant to the user’s search query. Other...
View ArticleClik here to view.
Economics of PPC Pricing: Why the Markup Model is Flawed
Choosing a Pay-Per-Click (PPC) pricing model which works efficiently for both client and agency is a difficult process. A good pricing model should be simple, should create incentives for the agency to...
View ArticleClik here to view.
Economics of PPC Pricing: Why Performance Deals Often Fail
For a business looking to hire a pay per click (PPC) agency, cost-per-sale (CPS) performance models are great. The business pays the agency a set price for each sale, so fees are entirely based on the...
View ArticleClik here to view.
Economics of PPC Pricing: Why Profit Sharing is the Future
In this third post in the Economics of PPC Pricing series, we consider the profit sharing model (you might also like to refer back to the previous Economics of PPC pricing posts on the markup model and...
View ArticleClik here to view.
The Broad Match Generator
Google AdWords gives pay per click advertisers a wealth of tools to create, test and optimise highly-targeted pay per click (PPC) campaigns. One of the methods of doing so is through match type: exact,...
View ArticleClik here to view.
Google’s SSL Page: Why We Need To Be Less Private
Last week Google announced they are offering searchers the option to use SSL when they search. SSL stands for Secure Sockets Layer, and is a method of web encryption. When using Google’s new SSL page,...
View ArticleClik here to view.
The Laziness of Google Instant
This week Google unveiled one of their biggest changes to the Google search results page in recent years – an evolution of their Autocomplete feature called Google Instant. In a nutshell, Google...
View ArticleClik here to view.
Modified Broad Match – How To Increase AdWords CTR and Reduce CPCs
Back in July, after 2 months of successful beta testing, Google rolled out a much awaited improvement to their often notorious AdWords broad match. Modified Broad Match – or the Broad Match Modifier –...
View ArticleClik here to view.
Your Role in Search Engine Relevancy
Google is all about relevancy. Their whole business model depends on it. They want to provide searchers with the most relevant and useful results, and provide the easiest and most efficient means for...
View ArticleClik here to view.
3 Steps to Mid-Tail PPC Profitability
The beauty of pay per click marketing is that it allows you to choose keywords which are highly relevant to your business. By only showing ads for search terms which closely match the products and...
View ArticleWhat Exactly is a Long Tail Keyword?
The phrase ‘long tail’ has become common terminology among the search marketing community ever since it was coined in 1994. Many a search marketer now abides by the long tail’s convincing theory in an...
View ArticleClik here to view.
9 Ways To Look More Credible Using Google AdWords
We all know first impressions count. First impressions are crucial for forming beliefs and expectations about a business and its product and service offering. And since your pay per click (PPC) ads...
View ArticleClik here to view.
How to Strike Gold in Google’s Search Query Report
Google’s search query reports provide PPC advertisers with two fantastic opportunities to improve the performance of their AdWords campaigns: Identify irrelevant keywords which can be added as...
View ArticleThe Art of Keyword Qualification
Advertisers looking to promote their products or services through Google AdWords often face a difficult challenge when deciding which keywords to target. Some keywords will naturally be more relevant...
View Article5 Common PPC Optimisation Mistakes
You’ve researched hundreds of long-tail keywords, organised them into granular ad groups, and crafted ad messages which closely match the ad group’s keywords. You then set your Google AdWords campaigns...
View ArticleClik here to view.
3 Tips for AdWords Ad Scheduling Success
Ad scheduling – an advanced feature of Google AdWords – allows PPC advertisers to set different bids for different days of the week and different hours of the day. If your business is closed on...
View ArticleClik here to view.
4 Practical Ways to Lower Your AdWords CPCs
WordStream last week carried out some fascinating research on Google AdWords CPC prices of different sectors. One key finding was that the finance industry carried high CPCs of up to $54.91, while...
View ArticleClik here to view.
3 Million Keywords
Google last month increased the maximum number of keywords allowed in a standard Google AdWords account from approximately 50,000 to 3 million. Yes, that’s right, you can now have up to 3 million...
View Article4 PPC Tracking Essentials for Small Businesses
All too often I see small to medium-sized businesses spending considerable amounts of marketing dollars on PPC campaigns without having implemented even the most basic of tracking solutions. Other...
View ArticleClik here to view.
The Australian Google PPC Opportunity
Back in 2009, I looked at the standard of PPC ads being displayed on Google in Australia, using the Sydney hotel industry as an example. I found that the majority of PPC ads being presented on Google...
View Article3 Advanced Strategies to Extract New Keywords from Your Google AdWords Search...
So you’ve realised your current Google AdWords strategy is missing out on a big opportunity to connect with long-tail searchers who are further along in the buying cycle and more likely to convert....
View ArticleClik here to view.
13 Practical Uses For Your Google Brand Ads
Last month, eBay released a study suggesting that showing paid ads for your brand terms on Google is a complete waste of money. As an experiment, eBay paused their paid ads for the keyword ‘ebay’, and...
View ArticleClik here to view.
Google Display Network: Proof That a Higher CTR is Better For Everyone
Suppose you wanted to run a marketing campaign on the Google Display Network. You upload a set of image ads, specify your targeting options, and let Google serve your ads on publishers which Google...
View ArticleClik here to view.
Google AdWords Sitelink Extensions: How to Find Your Optimum CPC Bid
When you have a finite Google AdWords budget, and your budget is being hit, all other things equal it makes sense to lower your bids until your budget is no longer being hit. That way, so the theory...
View ArticleClik here to view.
PPC Targeting by Knowledge: Turning PPC Long-Tail Theory on Its Head
After 7 years running PPC campaigns, I thought I had it sussed. I thought that people searching for specific long-tail searches were further along in the buying cycle than people searching for shorter,...
View ArticleClik here to view.
RLSA – 60 Minute Google AdWords Setup Guide
Google AdWords advertisers – have you ever wanted to get back in front of potential customers who visited your website, left your website, and then later searched Google for phrases relevant to your...
View Article
