Archive for the Yahoo! Search Marketing Category

Are You Calculating Total PPC Campaign Revenue?

Monday, October 11th, 2010 | Permalink

The success of most e-commerce pay-per-click (PPC) campaigns is determined by the amount of revenue made and the height of the return on investment (ROI).  Sounds like a no brainer, huh?  Ultimately money talks and if you aren’t seeing your desired results the PPC budget will be cut.  Too often companies only calculate PPC revenue as purchases made from the site.  I’m here to tell you that PPC revenue can be made through other channels, but oftentimes these earnings are not attributed to the PPC campaign, which is a huge mistake!

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Get the Most Out of Your Limited PPC Campaign Budget

Tuesday, April 13th, 2010 | Permalink

A major selling point of Google AdWords is that it allows advertisers to control their costs. Whether you spend $5,000 a month or $50 the choice is yours. On the surface this is a great model, but as most pay-per-click (PPC) managers would tell you, the smaller your budget the harder it is to compete for more ad impressions. Yes, more conservative budgets look bigger in smaller search engines such as Yahoo and Bing. However, these engines make up very little of the market share compared to Google.

No matter the size of your budget, you have to practice intelligent PPC tactics. These tactics include tightly-themed ad groups, keyword-dense text ads with strong calls to action, and relevant landing pages. Obviously, a higher budget allows you to do more, like bid on more keywords and place your ads on contextually relevant sites, but without knowledge of PPC techniques your budget is the least of your problems.

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The Three Tiers of a PPC Campaign

Monday, September 21st, 2009 | Permalink

ROI, CPA, CTR, CPC”¦these are all metrics that you can use to evaluate your pay-per-click (PPC) campaign.  The amount of data available to you can be overwhelming (so can the acronyms, defined below).  The challenge is determining which of these are true key performance indicators (KPIs) and why they matter.

A three tier structure organizes PPC campaign metrics by level of importance.  Tier One metrics represent the most critical data, while Tier Two and Tier Three metrics do not demand as much attention.  It’s not that certain metrics are irrelevant.  All of these metrics should be analyzed and acted upon in order to improve your PPC campaign success. However, a three tier structure places PPC metrics in order of how well they reflect the success of your PPC campaign.

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