If you’re new to pay-per-click (PPC) advertising or are responsible for training new PPC staff, you can never have enough training resources. With that in mind, I’ve assembled a number of resources for PPC beginners—and for PPC pros. Here are 21 blogs, websites and books to learn and improve your PPC skills. Blogs: PPC professionals should have an arsenal of blogs that they read regularly. Blogs are ideal for continuing education, because the good ones are constantly updated. As with all the resources in this post, these are in no particular order. 1. PPC Hero. One of the most comprehensive
Paid search spend growth is relatively steady, but slowing from the impressive rates seen over the previous few quarters. U.S. mobile paid search spend increased astronomically, while organic search visits from mobile, mobile as a percentage of total search spend, and mobile clicks and impressions all rose.
A title, description and display URL packed into about 70 characters—that's the extent of a paid search listing. Differentiation within these tight boundaries is tricky, to say the least. That's why the best place to start when developing paid search ads is inside searchers' heads.
While there aren't too many elements within a paid search listing to test, there are myriad front-end and back-end variables that affect results-from search engine to ranking, landing page to conversion process.
The following are a few metrics search experts find indispensable to determining the effectiveness of paid search programs.
As the number of marketing and media channels continues to widen, so does the variety of paths customers travel down to place orders. Glenn Edelman, senior director of online marketing and merchandising at Wine Enthusiast, the Elmsford, N.Y.-based multichannel seller of wine accessories and cellars, likes to say that someone could receive his company's catalog in the mail on Monday; google the company on Tuesday, click on a paid search ad and sign-up for Wine Enthusiast's e-mail newsletter; and then receive an e-mail on Wednesday that prompts a clickthrough and an order that same day. In his opinion, all four channels-catalog, search, e-mail and the Web-deserve credit for this order.
To learn how Wine Enthusiast tracks orders to give credit where it's due, we talked to Edelman about matchbacks, call centers and order audits.
Search engine marketing, both paid and natural varieties, is an ever-changing landscape. Not in the least, because as more people go online to search out solutions for their challenges, marketers are shifting ad dollars to better their products’ and services’ chances of being found and purchased. According to the 2007 State of the Market survey developed by the Search Engine Marketing Professional Organization (SEMPO), spending on SEM in North America is projected to reach $25.2 billion by 2011; this follows a banner year in 2007, during which the North American SEM industry grew more than 20 percent to hit $12.2 billion in spending. Because
Direct marketers are becoming more proficient in vital Web strategies like search, yet they increasingly find themselves butting heads with their own affiliates who already have staked out valuable digital turf. Is it worth playing nice with affiliates? If so, how can marketers maintain healthy doses of affiliate-generated sales while maximizing incremental revenue and avoiding cannibalization of search campaigns? Such questions demand answers. The competitive search environment is leading many marketers to prefer Web affiliates that send incremental visitors—those resulting in sales or leads that otherwise may not occur as a result of marketers’ own efforts. Armed with affordable, easy-to-use Web marketing analytics packages,
When considering natural search optimization, it’s important to remember to build your site for your user first, and for the search engines second. What search engines ultimately want is to serve results that users will find helpful and relevant—subsequently, users and spiders seek good content and helpful links, both properly formatted. Here are two things to consider when formatting online copy: • Order your information properly. When you optimize content for your users, think prominence and focus. Use techniques such as writing in a journalist’s inverted-pyramid style, with the most important information at the top of the piece. • Make your headline stand out.