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Three Tips for Optimizing Paid Search Campaigns
In addition to search engine optimization, there exists the pay-per-click / paid search / paid inclusion branch of search engine marketing. We’ve all dipped our feet into search advertising networks such as Google AdWords, Yahoo Search Marketing or Microsoft adCenter (or even more vertical-specific networks).
Certain keywords can get quite costly, so here are some tips for optimizing paid search campaigns and getting the most bang for our budget bucks. These tips all center around efficiently allocating our funds.
1. Choice of Network
AdWords campaigns can be specifically targeted to the search network (i.e., in the SERPs), and/or the content network (i.e., in AdSense). Similarly, Yahoo Search Marketing campaigns can be directed to their search network and/or their content network (Yahoo Publisher Network). The search network is generally where you’ll get better conversions and ROI, so bid up if you’re exclusively advertising there.
If you’re still advertising in the content network, then be sure to exclude poor sites from it using site exclusion options.
Tags: adCenter, AdWords, pay-per-click, search traffic, SEM, Yahoo Search MarketingVideo Ads Tested in Google Search Results
With last year’s introduction of universal (blended) search results followed by the $1.65 billion purchase of YouTube, we knew that video ads were next to appear on Google search result pages. Google has begun testing last Thursday according to a NYT article.
It looks as though these ads will operate on a cost-per-click basis and be directly integrated to the current AdWords network. That is, the ads themselves are not videos like a T.V. commercial, but are text advertisements. It’s also not that big of a surprise that advertisers are not being charged extra to advertise on a video. In fact, we’re unsure whether advertisers will even be aware that a visitor came from a video ad.
Tags: AdWords, Google, pay-per-click, SEM, universal searchExcluding Poor Sites From Content Network
As many of us have come to realize, the seeds of search engine optimization can take months before bearing fruit. Pay-per-click advertising is a much quicker means in acquiring search engine traffic, although it’s usually more expensive as well. In this post we will discuss how to make pay-per-click advertising cheaper and ultimately improve your ROI.
There exists two main platforms when it comes to search marketing - the content network and the search network. The former is infamous in its delivery of low quality traffic, and often leads frustrated search marketers to exclude it altogether. Here’s what you should try instead.
Tags: AdWords, pay-per-click, search traffic, SEM, toolsOn-going Spotlight on Paid Links Issue
The focus on paid links and PageRank has taken center stage over the weekend, with all the changes made at Google’s end, along with the uproar on a variety of webmaster and SEO forums.
Folks over at Google admit that they are having difficulties in detecting and tracking paid links, which is why they ask that webmasters to report such instances. Matt Cutts explains how to report paid links on his blog. Essentially, they don’t want advertisers to purchase links from a website with a high PageRank, in the attempt to pass some of that PageRank to the advertisers’ site(s).
Tags: AdWords, Google, PageRankImmortal AdWords Accounts
Before pulling out your favourite credit card to fund your Google AdWords account, there’s something you should keep in mind. There is currently no way to cancel an existing AdWords account, although it is possible to deactivate one (the “cancel account” link in your account preferences merely deactivates the account).
So what implications does this have exactly?
Well, your credit card information will always remain in Google’s database. For the most part you should be safe from any unexpected charges to your credit card, but it would be more comforting to be able to fully cancel one’s account. If unexpected charges are something in the back of your mind, be sure to delete any old ad campaigns and regularly check your credit card invoices.
Tags: AdWords, SEM