Natural Search Blog


Increasing The Scope Of Existing PPC Campaigns Effectively

The complexity of Google Adwords is always on the rise and it takes time, skill and effort to achieve good results with PPC campaigns in terms of finding the sweet medium of increased conversions and reduced costs.

If you have an existing PPC campaign and it is performing decently, you can still increase its scope and hence improve its performance by targeting more keywords in the niche you are running your campaigns in.

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How To Breathe Life Into A Lacklustre PPC Campaign

PPC or Pay Per Click campaigns are a sure fire way of attracting traffic to your website almost instantaneously without the rigors of an SEO campaign that is required to bring your site on top of the SERPs. The most important thing to be aware of when it comes to a PPC campaign is understanding the rules to play the Adwords game.

Google’s policy of serving relevant ads in response to user queries coupled with complex factors like quality score can make Adwords a minefield for a novice or intermediate level practitioner so much so that a lot of money is coughed up to elicit a poor ROI (Return on Investment) or not the best bang for your buck in layman terms.

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Should you buy search ads for your brand keywords?

I confess, as a search engine optimizer, I used to think that buying ads for one’s own brand name was a complete waste of money. After all, all companies should rank in top slots for their own brand name(s), if they’re doing their SEO right, and if you’re ranking tops then people will be able to find you if they’re looking for you. As such, I thought that buying ads for your own name was just paying for clicks that should rightly come to you anyway.

But over time, I’ve heard other experts stating that their research shows that having ad presence for brands along with natural search ranking appears to enhance overall click through rates in a synergistic manner. And, with greater experience, I’ve seen a number of cases when companies really should be buying their own brand name keywords for ads!

I see that George Michie over at the Rimm-Kaufman Group criticized a recent Microsoft study claiming that some advertisers are wasting money by buying their own brands in paid search ads — and I think George was right to criticize this. Read on and I’ll elaborate…

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7 Habits of Highly Effective PPC Advertisers

I just saw this great article on “Seven Habits Of Highly Effective Pay-Per-Click Advertisers” by John Ellis, who does search marketing for Gaylord Entertainment, and I thought it was worth highlighting.

Some of the tips include:

…and more. I think there’s some great stuff here – both for paid search newbies as well as veterans.

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Superpages to Factor CTR into Ad Rankings

I noticed that Greg Sterling just reported over at Search Engine Land that Idearc Media’s Superpages is going to begin factoring in ad click-through-rates into the measures used for ranking ads on the vast networks of sites where Superpages content appears. I was aware of this plan prior to my departure from Superpages, and I think it’s one of the cooler things my old teammates are developing.

Superpages.com

Naturally, this follows other major ad networks who do similar things. Google, for instance, has begun using quality scores to decide ad rankings and the pricing of the ads.

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Get some free clicks

Not playing in PPC yet? Then here is some free cash (well, credits) to get you started…

Now go forth and craft some great search ads!

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Click Fraud Costs Estimated at over $800M

In Report: Advertisers Cut Spending, Blame Google and Yahoo for Click Fraud, a new report states that advertisers wasted over $800 million last year on phony clicks.

Some points of interest:

I predict that this fraud perception will fuel advertisers increasing reliance on natural search, where click fraud is not incentivized.

Will click fraud be the catalyst that finally causes retailers to more equally allocate their spending between PPC (pay per click) and NSO (natural search optimization)? So, for example, shift from $1MM/yr PPC and $150k on NSO, to more like $1MM/yr PPC and $1MM/yr NSO?

As PPC gets more expensive, the act of click fraud gets more costly, and that bad apple must begin to spoil the bucket at some point – not completely I’m sure, but probably enough to cause advertisers to rethink allocation and importance of NSO.

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The Keyword Index Is Out: $1.39, On Avg.

Interestinghttp://battellemedia.com/archives/002496.phpFathom’s quarterly index is out, and prices “eased� a bit (3%). Average keyword price is $1.39. From the release:
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