How SEO and PPC can work together to drive traffic and conversions
Ask an SEO expert and they’ll swear that SEO (Search Engine Optimization) is way better than PPC (Pay-Per-Click Advertising). Turn the tables, and the PPC expert will swear on the opposite being true. Did everyone lose the ability to see the proverbial forest from the trees? Not really. You can make a case for both of them. SEO is better because the results last longer. In PPC, when you stop...
Which PPC metrics should you focus on?
Your PPC metrics will depend on your campaign goals and whether you’re in testing or scale mode. Here are some key paid search metrics to look at. There is no “right” way to run a PPC account – trial and error will help you find the best path to positive ROI. In this installment of Ask Me Anything About PPC, we will address the following question: “Which metrics should I actually pay...
How do I improve my click-through rate (CTR)?
Improving your paid search campaign’s click-through rate comes down to pulling one of three levers. Read on to learn what they are and how they impact CTR. In this installment of Ask The PPC, we’ll tackle the question: What can I do to improve my CTR? Click-through rate (CTR) is the amount of clicks achieved off of impressions secured. Improving CTR comes down to pulling one of three...
17 ways PPC can help your business survive economic crisis
People are clicking, but are they buying? WHEN will they buy? Are they buying too much too fast? When will stores reopen and foot traffic resume? Consumer demand is evaporating for some businesses, while others may be unable to fulfill orders due to supply chain disruptions or shipping challenges. Dynamics shift daily, if not hourly. Now some good news: Search marketing is adaptable,...
Why are you making PPC budgets so difficult?
Here’s how to keep your head on your shoulders and make much easier, simpler work out of your budgets. Setting a budget for your PPC campaigns is not easy. Too little and you’re selling yourself short. Too much and you’re literally throwing money away. Most tend to err on the side of caution here, with 40% of brands and agencies saying that their PPC budget is lower than it should be. To make...
5 innovative PPC tactics to try today
Managing pay-per-click campaigns (be they search, social, or display based) usually becomes a series of habitual tasks. While this allows for stability and scalability, sometimes it causes blind-spots in legacy accounts (working together more than a year). Here are my favorite tactics to break the mold. Tactic 1: A Single Long-Tail Broad Match Keyword, with Every Other Word Added As Negatives...
Why is PPC advertising good for ecommerce businesses?
Pay-per-click (PPC) advertising is one of the usual models of online advertising and is a favorite of both large and small businesses alike. Therefore, as an ecommerce business, you need to pursue the kind of advertising that is regularly backed by data, easy to scale, and gives you a great ROI. PPC advertising meets these criteria. In this post, we will explore further how PPC works and why...
Tips to diversify for long-term PPC search marketing effectiveness
This article will help advertisers ensure long-term success despite the instability of pay-per-click search engine advertising as an online marketing platform. Pay-per-click search engine advertising is great for generating short-term profits from internet businesses, but with the difficulties in finding good long-term online advertising platforms, more and more PPC advertisers are seeing...
How to develop your PPC strategy
A successful PPC campaign begins with a strategy. You need to know what you want to accomplish. What is your goal? A PPC program can actually consist of many different goals Sometimes your PPC goals will be obvious, but sometimes this will require more consideration. The most common PPC goals include: Brand awareness Product and brand consideration Leads Sales Repeat sales Each one of these...