There has already been a lot written about the recent study by eBay about paid search’s effectiveness for both brand keywords and non-brand keywords. Most of the posts, from Larry Kim’s on Search Engine Journal, to the recap from ppc management experts on Search Engine Watch seemed to focus on eBay’s historical and at times hysterically funny misuse of dynamic keyword insertion. I am not going to focus on those things or even point out that it didn’t work because they did PPC wrong.
We get used to ignoring banner ads. They catch my eye more than they do for the average Joe, just because they interest me and I like to see how others are having success, or failing, with their ad campaigns. When I am on Youtube, I have gotten pretty good at overlooking ads, but this one caught my eye. I had never seen anything like it:
The other day I was on the Huffington Post and saw this cool, interactrive video ad that matched a commercial I had recently seen on TV. Video in a banner ad is still fairly uncommon. This one caught my eye and the more time I spent studying the ad, the more I realized how perfectly Grey Poupon had executed their branding ad campaign. PPC was a small part of the massive campaign, but I loved the uniformity of their messaging across all of the advertising channels they chose.
Here is the first ad I saw. A small clip of the video played with no sound. I wanted to see what would happen if I clicked play. I was surprised that the video played in the ad. I didn’t have to go anywhere. I could interact with their brand and ad without being taken somewhere else. Can you say, “Awesome.”
Last week I got a call from an 800 number. I didn’t used to answer the phone from 800 numbers until I realized that calls from both Facebook and Google come from 800 numbers. I had a minute so I risked being bothered by someone that wasn’t FB or Google and answered. It was Patrick from Google Adwords. He was calling to see if we would be interested in having someone from Google present to potential customers. I said yes right away. Obviously the sales pitch to a potential customer is a lot easier if a representative from Google is helping make the pitch. Credibility sky rockets.
I pretty much had this post written before the announcement came out today about Google AdWords Enhanced Campaigns. And much of what is written maintains its importance still. Some of it becomes even more important because, from everything I have read and studied, location targeting seems to be one of the few things still left within our control to breakout into separate campaigns. This should make you want to do that even more.
Breaking out the GDN or Content Network is important, but why? Hint: It’s not about budget. I know, another post about making sure your account is structured correctly. But I promise, I really only write something if I feel I can add value or feel like something could be explained better.
Seriously, I get irritated on a daily basis with this one piece of control I don’t have. It is so bad that it makes me extol the virtues of BingAds just because they give me the level of control I desire… and I know almost every other PPC practitioner worth their medal would scream and shout for joy if given the control tomorrow on Adwords.
Let me ask you as an awesome analytical marketer if you looked at something like the image below what would you want to do?
Through the Twitter-verse, it is incredible the relationships that can be made. In the PPC management galaxy, everyone knows that #PPCchat is where the experts reside (see the stream cap here). Each week at 12 PM EST, the great @matt_umbro moderates the official, hour long PPC love fest. One week the discussion can be about how to effectively manage PLAs (Google Shopping), the next it could be about different bid management platforms.
This is where all the PPC stars come together.One of those stars is Bryant Garvin.
Guilty admission: I find cool new tricks very exciting, especially when they provide a solution to an annoying or tedious task. So! You can imagine my excitement (and maybe even a happy dance or two) when I stumbled upon a gem in Twitter promising an easy fix to dealing with modified broad match keywords in Excel.
I’m not going to sit here and tell you why you need to invest in PPC advertising. The last thing you want is someone unfamiliar with your business trying push services at you for their own personal gain. So I’ll leave it to you, the person most qualified for your business to make the decision. My hope is that you’ll consider the following advantages that a Pay Per Click advertising medium can offer.
Get Found First is our name, PPC is our game. Clients come to us for ppc management services. They don’t want their online ad budget to go to waste, and they know that we have the expertise to yield them a significant return on investment. Over these last four years of managing online ad budgets, a question that I get asked a lot is,
“so…what else can I be doing? I am having success with PPC, but now I want to milk the web for all it is worth!”
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