Mobile PPC Poll

This PPCChat took place on June 9th, 2010. Streamcap by Matthew Umbro

I am working on a mobile pay-per-click (PPC) blog entry and would like your input.  Please answer the questions below.  I thank you in advance!

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Is Your PPC Glass Half Empty or Half Full?

This PPCChat took place on May 28th, 2010. Streamcap by Matthew Umbro

This post was written by Robert Brady from http://righteousmarketing.com. Robert can be reached via email at robert@righteousmarketing.com or through Twitter @robert_brady

Thomas Edison once said:

“I have not failed. I’ve just found 10,000 ways that won’t work.”

Often we evaluate our PPC efforts from the same perspective; looking at keywords that were too expensive, ad copy that had a low CTR and landing pages that didn’t convert for mistakes to avoid in the future. The problem is that by Edison’s experience you may still be thousands of mistakes from the right answer.

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Is PPC Impression Fraud A Concern?

This PPCChat took place on May 19th, 2010. Streamcap by Matthew Umbro

The idea for this post comes from Shaun of VirtuoSEO, www.virtuoseo.co.uk.  Follow Shaun on Twitter @VirtuoSEO.

Click fraud is the practice of clicking a pay-per-click (PPC) ad solely to waste an advertiser’s budget. As the name implies, it is both wrong and unethical.  Google has responded to click fraud by instituting advanced monitoring techniques.  For the most part, Google does a good job of detecting invalid clicks and saving advertisers’ budget, but there’s a new category of malicious activity that must be addressed: impression fraud.

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Write PPC Text Ads to Stand Out from the Competition

This PPCChat took place on May 10th, 2010. Streamcap by Matthew Umbro

Because up to 11 pay-per-click (PPC) text ads might show on any given search query, it is imperative that you do whatever you can to make your ad stand out.  Yes, you want to make sure the users’ search terms actually appear in the ad and that you have a strong call to action, but every PPC campaign manager thinks this way.  You need to dig deeper in your messaging in order to turn the impression into a click.  The three themes outlined below are ways to make your ads stand out in order to increase your overall click-thru-rate (CTR).

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Why Blog?

This PPCChat took place on April 26th, 2010. Streamcap by Matthew Umbro

Since I started this blog I have written about a variety of Pay-Per-Click (PPC) related topics and gained great insight from my colleagues in the industry.  The purpose isn’t just to share my knowledge and experience in managing PPC campaigns, but also to get my name out there.  In other words, I’m not blogging just because I enjoy my profession (which I love); I’m also blogging to help further my career, which I would venture is the ambition of many bloggers.

Making a name for yourself is a great goal, but there are other positive effects of blogging that will help individuals and companies alike.

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Get the Most Out of Your Limited PPC Campaign Budget

This PPCChat took place on April 13th, 2010. Streamcap by Matthew Umbro

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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Make Your Ads More Relevant by Refining Your Negative Keywords

This PPCChat took place on March 25th, 2010. Streamcap by Matthew Umbro

Adding negative keywords to any pay-per-click (PPC) campaign is a necessary ingredient for success.  You must be able to eliminate irrelevant traffic in order to get better quality visitors and spend your budget more effectively.  For the most part, negative keywords can be added at the campaign level, but to really get to the next level of targeting you must also exclude at the ad group level.

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Use Google Analytics to go beyond the Search Query Performance Report

This PPCChat took place on March 14th, 2010. Streamcap by Matthew Umbro

Search Query Performance reports for pay-per-click (PPC) campaigns are extremely valuable for finding new and negative keywords, but another helpful indicator of search terms can be found within Google Analytics (GA).  Two filters work in conjunction with each other to override your PPC keywords and grab the exact terms that users are typing in when clicking your ads.  So what’s the big deal?  Don’t Search Query Performance reports tell me this information anyway?  Yes, but these override filters tell you what happens post-click and, as I always say, PPC cannot be done in a vacuum.  You need to analyze the whole process from search query to conversion.

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Tracking PPC Campaign Conversions

This PPCChat took place on February 25th, 2010. Streamcap by Matthew Umbro

I talk a lot about the importance of PPC campaign metrics such as CPA (cost per acquisition) and conversion rate (percentage of clicks that turn into conversions), but at the heart of these metrics is the actual conversion. As defined by Google:

“A conversion occurs when a click on your ad leads directly to user behavior you deem valuable.”

This user behavior may be a purchase, a whitepaper download, or a page view in an important area of your site. As with your other marketing media, PPC is a channel that needs to be tracked.

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Improving Google AdWords

This PPCChat took place on February 9th, 2010. Streamcap by Matthew Umbro

Google AdWords is an amazing advertising platform but, like most things, there is always room for improvement.  I will take a look at various AdWords features and voice my concerns while explaining why improvements are necessary.  As a precursor, I have spoken with my Google representative about my concerns and she has assured me that they are being taken into consideration.

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