Marketing on the Web I have said that you shouldn't use broad match in AdSense campaigns. While I still lean in that direction, it would be more correct to encourage you to test both phrase and broad match and then base your decision on hard conversions data. An excellent article on this topic: Google AdWords Marketing: Exact Match Bidding How these differ: Broad Match: Broad Match actually matches the words from the phrase any order. What is a little harder to follow is broad also matches synonyms for ...
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Marketing on the Web discusses Search Engine Marketing and how it can improve your marketing efforts.
Budgeting for Adwords Leads
I have blogged about this breaking Adwords campaigns up before, but recent events merit revisiting this approach to PPC management. While employed as a in-house marketing manager, I was faced running campaigns that included some very high-cost phrases (in excess of $10). This select group of phrases appeared to be the only words that were converting. We measured demos, and trips to the contact page as conversions. We received conversions only once out of eight or nine clicks (at $10/click a conv...
MoreAdvertising on Google’s Content Network
I have advised clients for some time to just say no to Google's content network. Historically, click fraud was high and returns were low. I was at Google in December and the consensus of advertisers seemed to be that Google has gone a long way toward cleaning out the riff-raff. So, it may be time to re-think advertising on the content network. Here's some good reading: How Google, Yahoo Content Ad Matching Really Works Content Advertising Best Practices in Action Content Advertising E...
MoreBuilding National Ads for Local Needs
Google says that they are accurate in identifying only about 35% of "local" traffic. This means if you run ads to your local market there is a good chance that 65% of your target audience will never see your ads. Including your city and state in national ads will also reduce the likelihood of someone outside your area clicking your ad. (more…)
MoreThe Importance of About Us and Contact Us Pages
I am always amazed when I find a site that is lacking an About Us or Contact page. Unlike a bricks and mortar business, a website can be created out of thin air, making these pages essential to establishing trust and closing business. The content of these pages should communicate the people or company behind the website and where you are physically located. About Us: An About page helps people identify with you and you passions. Leave the sales pitch out. Small businesses should tell peop...
MoreBreak your PPC Campaigns into bits for better conversion
I think most of us do the basics with our PPC campaigns, grouping phrases and then those phrases with related ads (such as marketing: internet marketing, web marketing, and services: SEM services, PPC Services...). However a recent exercise I went through yielded big benefits. Now let me preface this by saying I don't advocate the use of click through rates to determine the effectiveness of an ad. I always look for some kind of conversion metric to use. You may be thinking that you don't have...
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I plan to cover the high points of SEO, SEM, and Web Analytics in my pages. I welcome suggestions, questions, and comments...
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