Tag Archives: Paid Search Column

Load Me Up: Should You Expand Your Retail Niche?

Hi. It’s mid-July, so as typically happens to me every year at this time, my left brain has gone on vacation. It’ll be back before too long as I work on a column about finding more click volume for your campaign when it just doesn’t seem possible. In the meantime, …

Read More »

Should Stronger Keywords Subsidize Weaker Keywords?

Some keywords perform great. Some keywords perform OK, and some keywords stink. Today I’d like to write about keyword portfolio economics, asking, “Does it ever make sense to use stronger keywords to subsidize weaker keywords?” My answer is “Yes—when done correctly.” Efficiently bidding a large keyword portfolio is not simple. …

Read More »

Google, Yahoo, Microsoft: Year-To-Date PPC Report Card

As 2007 is now half over, it seems a good time to compare the performance of the Big Three search engines year-to-date. The punch line: Google reigns dominant, providing the lion’s share of clicks, and Google clicks convert well. Microsoft offers strongly converting clicks at a lower-than-expected cost—good efficiency, but …

Read More »

Combat Click Fraud By Blocking Low Quality Traffic

Click fraud is a major concern to most advertisers. While advertisers should monitor their PPC activity and be aware of any possibilities of click fraud, there are several tools within Google AdWords and Yahoo Search Marketing accounts which can help to protect advertisers from potential click fraud. Many industry observers …

Read More »

Eight Essentials For Crafting Killer Paid Search Ad Copy

Here are eight observations about writing and testing pay-per-click ad copy. They’re broad generalizations, so there’ll be situations where these don’t hold, but we’ve found them generally accurate. Copy is a 2nd-order effect. Writing good copy for your ads does matter, but copy quality is a 2nd-order effect on your …

Read More »

Search Industry Nostalgia: A Reminder of How Far We've Come

If I were writing the local County Cross Country Ski Club newsletter, a retrospective might cover two or three minor changes in the field, and a watershed moment or two. Primitive skis were used by Vikings as much as 5,000 years ago. In about 1460, someone in Scandinavia discovered that …

Read More »

Cool New Yahoo! Search Marketing System Enhancements

Lately, I’ve had Yahoo! Search Marketing (Y!SM) on the brain. So, in this article, I’ve decided to outline some of the most recent enhancements to Y!SM’s new advertising platform. With the “Panama” interface, Y!SM has made it a priority to iterate and continually improve the Y!SM system (Yahoo! calls the …

Read More »

The Anatomy Of Compelling Search Ad Copy

Ad copy is the only part of your PPC campaign that a searcher actually sees. A searcher does not see your keyword list, bids, day parting settings, or daily budget. Those precious few words that make up your ad copy are the only insight into your offer that a searcher …

Read More »