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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 searchEffectively Using Pay Per Click & Banner Adverts
Pay per click advertising has become a staple in most online advertising strategies over the past few years, with the growing use of search engines for looking up just about anything. All the while, banner advertising has been cast aside and deemed ineffective simply because no one clicks on them anymore. Unfortunately, the purpose of display advertising is misunderstood and its effectiveness undermined.
The fact is that banners can serve well in pushing a brand, product and service into a customer’s subconscious. Search marketers also seem to forget that display advertising existed long before the Internet was born, and the terms CPM, “above the fold”, etc all originate from the offline print world.
So let’s see how we can effectively integrate banner advertising with our beloved metric-centric (it rhymes!) pay per click campaigns.
Tags: display advertising, pay-per-click, reputation management, SEM, SEPExcluding 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, toolsWal-mart Offers Search Marketing Services
This next story is quite an eye-opener. Wal-mart’s Sam’s Club offers search marketing services including search engine optimization and pay-for-performance (paid listings). Here’s a link to their website.
Now I understand that Wal-mart has grown from household supplies to electronics and even groceries, but search engine marketing is way beyond their core competencies. Although, with as much money as they have and the incredible growth momentum, you would think they could get it right… right? Think again.
Tags: pay-per-click