Blog

Miscellaneous Monday

You Have To Think Beyond Search-Click-Sale

In 2008 and 2009, I can’t tell you how many clients I had that enjoyed multiple, lucrative keywords where they were one of 6 or 7 total advertisers fighting for clicks and ad space on those keywords. Back then, I can’t tell you how many sites I knew of that got away with awful design. It didn’t matter. They bought the traffic, and searchers bought their offering, ugly site or not. They searched, they clicked, and and the sales followed. The veteran, online advertisers reading this will remember those hay days.

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Project Management: Plan Your PPC Optimizations

The Easy Part

In the last two posts we went over choosing a tool and determining a cycle length. Now it is time to plan what you will do in that cycle. With Pay-Per-Click this is fairly easy because there are defined ppc optimization tasks that you do for every account.

If it makes it easier. Break your tasks down to the individual things that you do. Then assign each task the time it takes to complete. Then you can easily order the tasks however your like.

The Hard Part

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S.W.O.T. Analysis of Your PPC Advertising Strategy

This is the third post in a series entitled: “5 Analysis Tools: A Conceptual Look at PPC.” This series will focus on utilizing these five tools to help you develop a strong paid online advertising strategy.

Pay-Per-Click S.W.O.T. Analysis

swot analysis
The S.W.O.T. analysis is a great tool is to evaluate the Strengths, Weaknesses, Opportunities, and Threats of your PPC advertising (as well as your overall marketing and business objectives). In general use, it groups information into two categories: internal and external factors (Wikipedia).

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Strike While the Iron is Hot

This will be a short post. I’ll get right to the point. STOP IT! Quit putting things off. When you have a good idea or opportunity or potential sale, run with it! Don’t wait. As cowboys like me say, “you gotta strike while the iron is hot.”

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eBay Slams PPC: Should You Really Stop Bidding on Brand Keywords?

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.

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Petition to Give Advertisers more Control over the PPC Management of Search Partners on Google

Of all of the things which bug me in this world… few drive me as crazy as to the limited control options available within Google regarding Search Partners.

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?

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Big news for the PPC management world

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.

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