Back in my early days of running websites and trying to forge a living online, I stumbled across PPC in the form of Google AdWords.
I liked the idea of driving traffic to a website nigh on instantly. That was until I ran a few of my keywords through the old Keyword Tool and saw exactly how much the estimated CPCs were: upwards of £5 per click!
I broke into a cold sweat because I knew all of my biggest competitors were using PPC, I just didn’t see how it could be profitable and I knew right there and then that my sites were going to fail.
I just couldn’t afford to pay £5+ per click.
Paid search marketing has many names, wears many guises and works alongside many other nebulous terms.
Search engine marketing (SEM), search engine optimisation (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising, sponsored listings, paid for placement, and that’s before you get to services provided by the search engines themselves – Google AdWords, Yahoo Bing Network.
It’s a lot to wade through.
As a relative newcomer to the digital marketing world, I've decided to begin a series of 'beginner's guides' to uncover what is meant by certain terms, trends and technological advances in digital; being both a travel guide and a personal investigation.
Last week I covered Native Advertising, this time I’m going to take a look at paid search. If you’re an expert in the field, this article may not be for you, however please feel free to leave any advice or guidance in the comments below.
This time last year I scrutinised a number of SEO agency payment models, concluding that many of the pricing structures and commercial arrangements offered by agencies are outdated in the context of today’s organic search landscape.
PPC is generally accepted as an ‘easier buy’ compared to SEO. However, you need only do a search on Google for ‘PPC services’ to be confronted with a baffling array of offers:
Google yesterday released a new paid and organic report in AdWords to 'help you better understand how people searching on Google are connecting with your business'.
According to the Big G, the new report is 'the first to let you see and compare your performance for a query when you have either an ad, an organic listing, or both appearing on the search results page'.
Here’s a pic of what the report looks like..
Google has a unique viewpoint from which to look at mobile’s part to play in the customer journey.
SERPs, AdWords, Google Maps, Google Chrome, Google accounts – all have a part to play. And perhaps soon Google Wallet and Google Glass.
I attended Latitude’s client summit last week and listened to Harry Davies, Lead Product Marketing Manager, Large Customer Marketing, at Google (helping customers get the most from search).
I’ve tried to sum up some of what Harry had to say, giving an overview of mobile’s involvement in retail in 2013.
Here's a quick look at some search terms and paid ads ahead of Father's Day.
Some ads were optimised but dry, others made me laugh unintentionally, and some targeted the longer tail.
The way we search for things is changing. We don’t use keywords on their own anymore; we ask questions of Google in a more conversational way.
Google is getting better at understanding the context of what we’re looking for, and developments like Knowledge Graph and enhanced campaigns are a direct result of that contextual understanding.
As a result, what advertisers do in AdWords is changing too.
Google acknowledged today that its new ad format, AdWords Image Extensions, is now available in a wider beta.
There's not been that many pick-ups on this new ad format just yet but am sure with the wider beta adoption more will come. Now, what's the big deal you may ask? Using imagery to support the sales and marketing process is as old as time itself.
Ground-breaking? No. But it has potential to improve qualitative metrics.
A well known and much discussed component of producing effective paid search campaign management is testing, with the ultimate aim of improving the performance of keywords towards a better ROI or a lower CPA.
There are a number of approaches to this that can be effective, though in my opinion we find there’s one specifically that provides real value for our clients.
Google AdWords managers can now make use of a unique platform that will control when your adverts are displayed depending on the weather.
WeatherFIT is a cloud-based piece of software that delivers AdWords adverts based on real-time localised climatic conditions.
The PPC tool retrofits to existing AdWords accounts and uses real-time data from the Met Office to control which adverts are shown based on the weather.
Adverts will only show if they meet the weather criteria you set.