I have been a Facebook user for a few years, along with over 300 million other people. From a marketer’s point of view I really like the idea of such a captive audience. Currently, PPC on Facebook is not scalable but they are working pretty quickly to make it that way for professionals or agencies. Lately, I have been putting my PPC skillz to use on Facebook and want to share a bit of what I have learned. Read On
Category Archives: PPC
Using PPC to turn a local online shopper into a customer can be daunting to a local business owner. Thankfully search engines have made competing locally much easier in the past few years. They’ve added several targeting options that help ensure only local audiences see the ads.Targeting locally can be done on a smaller budget because of reduced competition which translates into lower cost–unless you target New York or LA. I want to go over a few tips that can can help anyone get the most out of local ppc marketing.
When I work with new clients, one of the first things I do is review their existing PPC accounts for keyword data, and if I’m really lucky I get some conversion data, too.
Too often I find an account with one campaign and one ad group with hundreds or even thousands of keywords showing one text ad. I have a couple thoughts run through my head when I see this–either this client is simply using PPC to buy traffic for their website, or they need some education because they think this is the correct way to use PPC to sell product. Think of it like an old beat up car–it runs and usually gets you around, but not very well. You need a car that runs on all cylinders and can bring home the bacon.
When people ask me conceptually about the effect of certain elements on search engines, I often respond, “If you were a search engine, what would you think of it?” It’s a hard question to answer if you don’t know what they are looking for. Here’s the low-down on search engines from the eyes of Google. . Read On
Google is constantly working on ways to improve local and mobile search. In January Google introduced a new way for local businesses to be reached specifically by mobile devices: click-to-call phone numbers right in the ad. This service is free, easy to implement, and super targeted. Since I am a pretty heavy mobile web user, this click-to-call feature gets me all excited inside. Read On
For some time now I’ve been mulling over a marketing/analytics idea I call traffic diversification. Simply put, traffic diversification is a methodology whereby a website diversifies the sources of traffic it receives.
In my time as an internet marketer, I’ve audited and optimized 100′s of websites. One underlying challenge I see for most sites is that they receive 70-80% of their traffic from a very few sources.
Short post from me today, and many of you will be very tired of reading about this subject. If that’s you, feel free to move on to other posts. You won’t hurt my feelings.
However, there is still a large number of small business owners and marketing folks who persist in the notion that if you rank top-10 organically for a keyword (sometimes even top-20 or 30), that you shouldn’t bid for it with your PPC campaign. The reason is that you don’t want to cannibalize sales from SEO, which makes complete sense.
Except when that doesn’t happen.
Are you new to PPC? Stuck in a rut with some very mature campaigns?
If you’ve recently set up PPC campaigns, or even if you’ve been managing some campaigns for a while, here are some quick and easy tests you can run to try and squeeze some extra goodness out of your paid search campaigns Read On