PPC may be very expensive and even wasteful if you bid on any term that comes out of the top of your head.

People do not necessarily think the way you do, and may use other search queries to find what you offer. Use Wordtracker or some of the other keyword tools available to pinpoint relevant keyword. The Pandia SEO Gateway has a list of keyword tools.

If you use pay per click search engines, chances are that you are trying to get visitors to buy goods or services at your site, or that you are looking for visitors that will come back repeatedly. You do not want to waste money on people that are not interested in what your site has to offer.

Hence, you should not bid for the expensive term “car” if your site is selling miniature model T-Fords. You do not want want to pay for visitors looking for a full size vehicle.

A lot of searchers are looking for information only. You may obviously try to get some of them to buy your goods if you provide information relevant to their field of interest, but if you want to target your campaign towards paying customers only, include words like “buy” or “offering” in the page description. People looking for free information or goods will look elsewhere.

As long as you pay for click-throughs only (and not ad views), you may bid for as many variants of potential search queries as possible. Rare keyword phrases are much more cheaper than the most popular queries. Moreover, they are often more targeted, meaning that the searcher is more likely to find what he or she is looking for.

Do not necessarily go for the number one spot. Some people click on the top spot automatically, even if it clearly does not provide the information they are looking for. The conversion rate for the number 2 and 3 spots, i.e. the number of actual buyers per click-through, may be higher.

If you are bidding on Yahoo! Search Marketing (formerly known as Overture), you must be in the top 3 to get listed on the first page of results on the major search portals. Note, however, that the US Yahoo! portal, will list new Yahoo! Search Marketing results on the second page of listings, meaning that you may get some valuable traffic from that directory, even if you do not reach the top spot. And those positions are more inexpensive.

If you bid on a lot of terms for several sites, you should consider buying some of the pay-per-click tools available (see above).

Remember that a PPC listing is a text ad. As for all ads, good copy sells. Make your site description enticing. Remember though, that a PPC search engine like Overture will not accept false advertising or pure hype.

People do not necessarily think the way you do, and may use other search queries to find what you offer. Use Wordtracker or some of the other keyword tools available to pinpoint relevant keyword. The Pandia SEO Gateway has a list of keyword tools.

Practitioners of SEO (define) talk a lot about the signals search engines use to determine whether one page or site is more relevant than another. Although this topic is rarely discussed with respect to paid search, it should be considered when planning and executing your own search campaigns as well as when evaluating your competitors’ campaigns. By understanding relevance all the way through the search experience — from the moment the searcher starts filling out that search box till the time she leaves your site (assuming she got there at all) — you can put yourself in the shoes of both the search engine and the consumer.

Search engines care a lot about the consumer experience and have editorial policies in place to set a baseline for ad relevance, as well as algorithms that use signals to determine if the ad is in fact relevant to the search query. Failure to be relevant can have devastating consequences in paid search. You might think that you are getting free branding if your ads are not clicked or your landing pages hawk a solution that doesn’t match the keyword. However, Google, Yahoo, and Microsoft all have their own versions of the Quality Score assigned to ad-keyword combinations as well as at the ad group, campaign, or account level.

Today, let’s look at some signals the search engines probably — or definitely — use to determine the relevance of your paid search ads for specific search queries.

Normalized Predicted Click-Through Rate

Obviously, ads with high positions are more likely to get the highest CTR (define), but the search engines need to grade, compare, and score ads on a level playing field. So they use various normalization tables and formulas to normalize your predicted CTR. In one of Google’s iterations to its Quality Score formula (which isn’t shared publicly), Google announced that it calculates a new Quality Score for ads on a query-by-query basis. To illustrate this fact:

1. Log into your Google AdWords account, and drill down to the keyword level within an AdGroup that contains broad match keywords.
2. On the right side, above the graph, is a “Filter and Views” pull-down menu. Select this pull-down and select “Segment by search terms match type” to see the CTR and other data by match type.

You’ll see that the position of your ad is often higher on exact match than phrase or broad match. This is because your ad is more relevant for that exact query.

Keyword Use in the Ad

One reason exact match CTRs are high is that a well-crafted AdGroup makes use of the exact match term in the ad creative, reinforcing the searcher’s belief that she have found a good match. Search engines may simply rely on historical CTR data (which bakes in the benefit of keyword use in the ad) or attribute an even higher score to well-crafted ads.

Domain Affinity to the Search Audience

Does your domain name have brand value? I certainly hope so, because your predicted CTR is higher when your brand both is recognized and has an affinity to the keyword. So big brands get a leg up here. But a descriptive domain or prefix to a domain can help the CTR, and then you can factor in either directly or perhaps as a signaling data point for the engines.

Click-Back Rate or Bounce Rate

Engines know that consumers unsatisfied with a landing page or site often click back to the SERP (define). So do whatever you can to engage consumers on your site. It’s win-win.

Landing Page Triggers

Google has listed the landing page as a factor in its Quality Score algorithm for some time. Unless your landing pages are heavy in rich media, it makes sense for you to include body copy that resonates with your ad.

If the search engine toolbar policies permit the use of aggregated data or if the search engines were to buy data from large panel-based research firms, the search engines could add further signals to their relevance scores. For example:

• Site engagement: Is your site sticky?
• Transition percentage to secure mode: Did consumers start a shopping or information exchange transition?
• Visits to a success page (“thank you” or “contact us” page): Pages of your site may be categorized and classified based on keyword, semantic, and behavioral use.

It’s in your best interest to optimize around these relevance score drivers regardless of whether search engines are paying attention or not. When you construct and optimize campaigns, think about relevance and all the ways it can be measured and optimized. Your bottom line will grow right along with your ad relevance.

My fellow NewAdwords columnist and search engine optimization (SEO) guru Shari Thurow mentions in a recent column three reasons marketers should think twice before assigning search engine marketing (SEM) duties to their ad agency or marketing firm. Shari covers typical mistakes interactive agencies (or traditional marketing agencies with interactive divisions) make when attempting SEO and SEM.

She touches the tip of a very big iceberg. Agencies do many critically important things wrong, things that can be disastrous for marketers. Yet some agencies do things right. Let’s focus on agency best practices, and contrast these with potentially incorrect practices.

Understand the Big Picture

Smart agencies understand they must keep track of all advertising and PR and factor those activities into SEM campaign strategies. Research shows both online and offline advertising drives search activity. This goes beyond direct response TV (DRTV) infomercials driving sudden interest in a product or service.

When advertising is heavy, customers become curious. They turn to search engines for more information. Similarly, when PR or news coverage spikes, search inventory often surges, too. By understanding media and PR interaction effects on search, an agency can act as a central hub, and coordinate and adjust SEM campaigns accordingly.

Sell Results, Not Position

Agencies must resist the temptation to be position-focused when pitching clients on paid search. A results-focused campaign boosts the client’s bottom line. By de-emphasizing position, an agency allocates budget where it works hardest.

Google AdWords isn’t designed for position-centered campaigns. The invisible AdWords bid landscape can be tuned to find great volume and return on investment (ROI).

Big Campaigns, Broad Engines

Agencies with clients’ best interests at heart resist the temptation to use only a handful of high-volume, easy-to-manage keywords. Large keyword lists and multiple engines (rather than high-volume keywords in one or two engines) allows a smart agency to mine keyword-listing gold.

Anyone can pick 40 to 100 keywords for a campaign. The best agencies expand keyword lists to include longer phrases. They tap searchers closer to a buying decision, deliver high ROI and value, and run broad, balanced campaigns.

Match-Type Proficiency

SEM media managers must leverage the different match types available at each paid-placement engine. Overture has three match types: standard, phrase, and broad. It offers the ability to set bids differently by match type. Google’s match types are folded into the AdGroup, where each keyword can have a match type specified. Both Google and Overture allow negative keywords to ensure a broad match listing brings in targeted traffic and provides searchers with a good user experience (tending to result in high ROI for marketers).

It takes time and strategic thought to use all match types correctly, but the investment pays for itself. Make sure your agency knows how to tap match-type power.

Understanding Marketplace

Each engine has relationships between CPC/position/conversion/volume and ROI tradeoffs that come with changes in spending/budget. In almost all other online media, as budget with a specific media property (insertion order) rises, the CPM or CPC goes down in the negotiations. In paid-placement SEM, the reverse is true.

Media buyers must understand the relationships between position and volume in Overture, Google and other paid-placement venues.

The Right Technology for the Right Job

SEM is different from other online marketing. More variables contribute to its success or failure. In addition, the level of control in paid placement is nearly real time. Agencies that truly want to ensure client success understand the right technology can make a huge difference in the time required to manage a campaign and in the campaign’s success.

Go the Extra Mile

Marketers rely on their agencies to provide new opportunities while executing the best possible campaigns using already selected media. Successful agencies go beyond creative development and media-spend allocation. They learn about SEM best practices, research new media opportunities, understand the contextual inventory issues, and develop an understanding of the client’s business.

If agencies want to play in search, they should get serious. If they don’t, marketers will create in-house SEM divisions. Any agency that doesn’t take SEM seriously should not be given the responsibility of planning and executing SEM campaigns.

Google Adwords banned my Adwords account 2 days ago. I tried to contact Google Adwords via email, I am very disappointed as they only send me some pre-written emails without any specific reason why I got banned.

WebJourney is a new kind of web analytics product that brings focus on the individual rather than the website. WebJourney follows a user’s movements as they interact with the content on the site and produces a series of meaningful marketing events and actions from the data collected. Most marketers just end up counting things such as visits to the homepage and who clicked on the product button. These statistics may help you learn what pages visitors went to on your site or where your users came from, but it’s not helping you understand your audience or maximizing your chance to engage with them. WebJourney provides additional information alongside the behavioral data. You can learn more about the neighborhood the visitor is from or what company they represent. When you combine that with the ability to map website behavioral data onto individual profiles, you have an extremely powerful tool for understanding and engaging with your prospects, customers, and website visitors.

Google’s latest targeting feature is the release of the new modified broad match. This new match type gives targeting results that are in between phrase match and the original broad match, but is more closely related to phrase match.

As many advertisers know, broad match can be quite risky, and sometimes not produce the most desirable ROI’s. Modified broad match can help advertisers get more impressions and show for more variations than phrase match; however, reduce the number of unwanted irrelevant impressions associated with standard broad match.

The new match type is annotated with a + sign in front of the word that is to be modified. It’s important to note that if you are currently using mostly broad match keywords, switching to modified broad match will most likely significantly reduce impressions.

Here is an example of how this match type works:

Regular Broad Match: Buy Makeup
Matching Examples: Buy Cosmetics, Cheap Makeup,

Modified Broad Match: +Buy +Makeup,
Matching Examples: Buy Maekpu, Buy loreal makeup

As you can see above, modified broad match will match you to misspellings, spelling variations, singular/plural variations, and stemmings (e.g., “floor/flooring”, “Italy/Italian”); however, not to synonyms as regular broad match does.

If you are going to modify more than one word in the phrase, make sure you put a space in front of the plus symbol.

Correct Annotation:
+Buy +Makeup

Incorrect Annotation:
+Buy+Makeup

If you do not put a space, Google will ignore the plus symbol and treat the keyword as standard broad match!

Here is Google’s official announcement of this new match type.

Here at ROI we look at modified broad match as another tool to have more control over your keywords, and squeeze more value out of your advertising dollar. Also, if you are currently only running your keywords in phrase & exact match, then using modified broad match is a great way to increase traffic without having to worry about the increased risk of irrelevant traffic incurred by many broad match searches. This feature is currently available to all advertisers in the US & Canada.

View full post on The ROI Revolution Blog

Turning successful television advertising into online video campaigns can be a challenge for any agency. The Martin Agency was faced with precisely this challenge for wireless communications company, Alltel, and turned to in-stream online video (InVideo) ads on the Google Display Network for great results.

Alltel runs several advertising campaigns on a number of media; it had content running on television and wanted to take advantage of it by testing it online.

At the same time, The Martin Agency was looking to experiment with InVideo ads on the Google Display Network, which includes YouTube, because they had heard it was simple to implement. The agency has been using Google TV Ads for its traditional television purchases since February 2009 and was eager to try out InVideo, its online extension. InVideo ads appear before, during, or after online video content, much like the way ads run in television programming.

According to Liz Hamner of The Martin Agency,

In-stream online video ads provide an opportunity to be even more efficient and targeted with our client’s marketing budgets. We can even test different creatives and optimize based on viewer clickthrough, video completion rates, and other metrics.

Alltel began testing Google InVideo ads in Q3 2009 and found that the auction model allowed efficient placements for these ads. It found that InVideo ads provided great results and allowed prime placement on content such as TV shows on YouTube, movies on crackle.com, clips on aetv.com, and games from Zynga at 50 percent of the cost-per-thousand-impressions (CPM) offered by other online video networks.

As a result of the campaign, Alltel generated a large volume of clicks at 50 percent of the cost of other online video providers. Additionally, Alltel drove a high clickthrough rate of nearly
2 percent, surpassing its initial goal of an industry average of 0.1 percent.

For more information on developing InVideo ad campaigns, visit the AdWords Help Center.

Posted by Agency Ad Solutions Blog Team

View full post on AdWords Agency Blog

Get Instant keyword research tools, tips and ideas to increase your traffic from Google Adwords, Yahoo Search Marketing And MSN Adcenter. Improve your pay per click and SEO results

When starting a business on the internet, it is natural to turn first to web-based tools for marketing purposes. Asking customers to click on a relevant link is always easier than asking someone to read a site name on a billboard or print ad and remember to visit the site later. Detail how you will use these web-based tools or others in your marketing plan rather than focusing on traditional advertising and marketing methods to show your understanding of the medium you are in.

SEO and SEM
Any internet business worth their salt must know the meaning of and difference between SEO and SEM. Both recognize that search engines, especially Google, are the gateway to the internet for most users. SEO (search engine optimization) refers to gearing your website towards appearing higher and higher in what is called the “organic” results for internet searches on keywords you desire. SEM (search engine marketing), also called PPC (pay-per-click), refers to entering into Google Adwords’ automated auction for keywords, and bidding to appear in sponsored ads for those words. You only pay the bid price if searchers click on your ad, visiting your site. Having a content-rich website with relevant information and a high number of incoming links from other websites will increase your changes of success with both SEO and SEM.

Blogs

The blogosphere increasingly rules information on the internet. Readers go to these websites, which range from professionally-run to homegrown, to find out the news they aren’t hearing through traditional outlets and to get news faster within niches. Search out blogs that focus on your business’s niche and plan a strategy for how to get noticed by these bloggers, whether it starts with commenting on their posts, asking to be a guest writer, or e-mailing the writers directly to ask them to pass on news about your site. Your public relations blog campaign should be taken as seriously as a PR campaign for traditional media for an internet business.

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