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Relevancy: The Holy Grail Of PPC
I’m going to focus my first post on what I believe is the most fundamental concept in PPC: relevancy. Giving users what they are looking for. Directing them to where they want to go. Answering their...
View ArticleThe 10% Clicks Rule Part 1: Overview
Welcome to the first of a 3-part Clicks Rule special. Here’s the theory No more than 10% of total broad and phrase clicks in your Google AdWords account should come from a single ad group. If more than...
View ArticleThe 10% Clicks Rule Part 2: Process
Welcome to part 2 of the Clicks Rule special. You may be familiar with a technique I shared in recent post called the 10% Clicks Rule (if not, you may want to come back once you’ve skimmed through Part...
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The 10% Clicks Rule Part 3: Does It Work?
Welcome to the final part of the Clicks Rule special. You may remember the 10% Clicks Rule is a technique to help identify the areas of your Google AdWords account which could benefit most from your...
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Budget Time for Budget Checks
Daily campaign budgets in Google AdWords are great. You simply enter the maximum you want to spend per campaign per day, then sit back and relax, safe in the knowledge that your monthly Google bill...
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The 5 Benefits of Long-Tail Keywords
There’s been a lot of talk about long-tail keywords in pay per click (PPC). You could say it started in the entertainment industry with Chris Anderson’s influential Long Tail article in 2004, but it...
View ArticleOne Keyword per Ad Group: Pros & Cons
I recently stumbled across a Google AdWords video by Derek Faylor describing how to boost AdWords relevancy. He suggests picking one keyword that is core to your business, setting it to exact match and...
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How Low is “Low Search Volume”?
Browsing through your Google AdWords account, you notice some of your keywords are not showing due to “low search volume”. Hovering your mouse over the speech bubble, the ad diagnostic tool pops up:...
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Intelligent Analytics for Intelligent AdWords Management
All too often keywords in a paid search account are evaluated based solely on their ability to generate conversions: leads, bookings or sales. If a keyword has an unacceptable conversion rate or an...
View ArticleTo Deep-Link Or Not To Deep-Link
Landing page selection is an art. When it comes to choosing landing pages for paid search ads, there is only one rule which must be followed: the page must be relevant to the user’s search query. Other...
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Economics of PPC Pricing: Why the Markup Model is Flawed
Choosing a Pay-Per-Click (PPC) pricing model which works efficiently for both client and agency is a difficult process. A good pricing model should be simple, should create incentives for the agency to...
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Economics of PPC Pricing: Why Performance Deals Often Fail
For a business looking to hire a pay per click (PPC) agency, cost-per-sale (CPS) performance models are great. The business pays the agency a set price for each sale, so fees are entirely based on the...
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Economics of PPC Pricing: Why Profit Sharing is the Future
In this third post in the Economics of PPC Pricing series, we consider the profit sharing model (you might also like to refer back to the previous Economics of PPC pricing posts on the markup model and...
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The Broad Match Generator
Google AdWords gives pay per click advertisers a wealth of tools to create, test and optimise highly-targeted pay per click (PPC) campaigns. One of the methods of doing so is through match type: exact,...
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Google’s SSL Page: Why We Need To Be Less Private
Last week Google announced they are offering searchers the option to use SSL when they search. SSL stands for Secure Sockets Layer, and is a method of web encryption. When using Google’s new SSL page,...
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The Laziness of Google Instant
This week Google unveiled one of their biggest changes to the Google search results page in recent years – an evolution of their Autocomplete feature called Google Instant. In a nutshell, Google...
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Modified Broad Match – How To Increase AdWords CTR and Reduce CPCs
Back in July, after 2 months of successful beta testing, Google rolled out a much awaited improvement to their often notorious AdWords broad match. Modified Broad Match – or the Broad Match Modifier –...
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Your Role in Search Engine Relevancy
Google is all about relevancy. Their whole business model depends on it. They want to provide searchers with the most relevant and useful results, and provide the easiest and most efficient means for...
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3 Steps to Mid-Tail PPC Profitability
The beauty of pay per click marketing is that it allows you to choose keywords which are highly relevant to your business. By only showing ads for search terms which closely match the products and...
View ArticleWhat Exactly is a Long Tail Keyword?
The phrase ‘long tail’ has become common terminology among the search marketing community ever since it was coined in 1994. Many a search marketer now abides by the long tail’s convincing theory in an...
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