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I’ve often been asked the question, “What keywords should I target for paid search?”. I don’t think this is the right way to approach paid search investment.
Focusing on keywords first risks making your paid search program untargeted and alienating it from your overall business goals.
I prefer the question: “How can paid search support my business goals?”.
When I first looked at PPC (probably back in 2002), I thought in terms of keywords because I didn’t appreciate where paid search fitted in to the direct channel. Now I think in terms of goals. How can paid search support e-commerce goals and what do we want to achieve?
This blog is my explanation for why you should start your paid search project by defining goals and KPIs, and then let the keywords follow.
Here's a round up of some of the best infographics we've seen over the past week.
Topics include social video, the rise of shopping APIs, how social influences purchase decisions, and PPC ads...
With the Microsoft Yahoo Search Alliance having finally made it to Europe, we looked at whether companies and agencies would be considering spending more money on the platform, particularly given concerns about Google’s near-monopoly within the UK search engine market.
For our UK Search Engine Marketing Benchmark Report, published in association with NetBooster, we asked companies how they had changed their paid search budgets across Google, Microsoft/Yahoo, and other search engines.
The UK paid search market is expected to grow by 14% and reach a value of £4.19bn by the end of 2012, up from £3.68bn in 2011.
The figure, published today in our UK Paid Search Agencies Buyer’s Guide, includes media spend and money spent on agency services and consultancy.
Whether you’ve been managing your PPC account for a while, just taken over a new account or even want to audit how your PPC agency is doing, it can be overwhelming to work out how well an account is performing.
Here at Confused.com we manage several different PPC accounts, and have compiled a list of reports you could run every month (just using AdWords) to check how ‘healthy’ your accounts are.
Well co-ordinated press releases over the past couple of weeks provide a hint at what Google has up its sleeve.
We believe it will mark one of the most significant changes to search engine marketing since AdWords was launched.
In fact, this could be the beginning of the end of search results as we know them...
I'm going to tell you a story. A story about a metric in AdWords that people trusted.
People grew to love this metric, they told their bosses how it was doing, they made changes to their campaigns based on it, and they judged their performance on whether it went up or down.
But those people didn't see below the surface. Lurking under the superficially obvious meaning of the metric was a hidden dark truth: the metric wasn't just pointless, it was lying to them.
That metric is Average Position, and I'm sure quite a few of you are guilty (if unintentionally) of taking it at face value.
Many online retailers have hundreds if not thousands of products for sale on their sites.
For these retailers there is great value in using real-time pricing in their PPC ads to drive conversion.
However, such a strategy can bring challenges for a team.
Search budgets have increased by 19% over last year, Facebook spend has doubled in the same period, and the money for Facebook campaigns isn't cannibalising other online budgets.
Search plus Your World is well underway in rolling out for English language Google.com searches.
The new evolution of Google is effectively live in the States and for many people in the UK, like myself, who search on the .com site by default rather than the .co.uk.
Search plus Your World impacts PPC just as it impacts SEO. Let’s look at seven reasons why your PPC strategy might need changes due to Search+
Just over a month ago, Google announced the global roll-out of an update to the AdWords algorithm, which increased the value of landing page relevancy and worth when determining Quality Score.
Google predicted that the changes would alter keyword Quality Scores and ad positions for some campaigns. However, the company claimed that most brands would not see a significant change in overall performance.
With its new Product Ads format, which could potentially be offered on a cost per action (CPA) model as well as cost-per-click (CPC) next year, Google is offering brands an entirely new way to engage in and measure search advertising.
2012 looks set to be a huge year for search.