pay per click

January: the ideal time for an AdWords spring clean

If you manage your own Google AdWords account but the very thought of logging in and performing tweaks sends shivers down your spine, I’ve put together a really simple five point checklist for you.

There’s no better time to spring clean your AdWords account than the dawn of a New Year – so what are you waiting for?

An AdWords campaign is never complete. The most successful campaigns are chopped and changed regularly in order to wring out every last cent of ROI.

PPC is becoming increasingly competitive – in order to run a successful campaign you must be committed. 

Global paid search spend increased in 2013: stats

Covario has just issued its Global Paid Search Spend Analysis for Q4 2013, revealing that global spend on pay-per-click (PPC) advertising has increased by 13% from Q3 and 7% year-on-year.

Paid search on mobile also had an incredible 2013, with impressive numbers recorded for Android, iPhone and iPad activations. Total advertising spend on mobile grew 23% in Q4 2013 from Q3. This is 55% up from the same period in 2012.

Keyword pricing wise, the average cost-per-click (CPC) came down in Q4 2013, however the average CPC rose 10% versus the same period in 2012.

Autotrader on integrating SEO, PPC and social

Organic search is pretty vital for any business, PPC ads are increasingly clicked on by a higher proportion of searchers, and with Google Hummingbird, social is likely to become more important for long tail search results.

Anthony Robinson, Head of SEO at Razsor, Auto Trader’s search and web design arm, talked us through how these three disciplines should be seen in the round.

How to get your online presence sorted for the Christmas rush

The Christmas season undoubtedly gives online marketers more nights of restless sleep than any other time of year.

The number of clicks rapidly fluctuate as more consumers each year take to the internet to get their Christmas shopping done and marketers need to make sure the right products are being represented at the right time, as well as correctly reflecting availability.

To help ease what is a very stressful time, we’ve been analysing data from the same time last year to help marketers prepare their campaigns to cope with key dates and fluctuations.

More creative testing tips for PPC marketers

From selecting creative elements for testing to reaching statistical significance, this four part blog series reviews basic and advanced tips for conducting a successful creative test.

Previously, we discussed how to select an appropriate test, maintain keyword relevance and limit opportunity costs.

Today I’m going to talk about prioritising and testing keyword tokens to use dynamic keyword insertion and increase creative relevancy.

mobile-search

New report: mobile and social boost growth in paid search technology

This week, Econsultancy published an update to its PPC Bid Management Technology Buyer’s Guide. The report estimates that the market for PPC bid management technology will grow by 17% in 2012, in line with the overall North American search sector, which is predicted to grow from a value of $22.9 billion, to $26.8 billion in 2013.  

The report shows that many areas of digital are increasingly integrated, with the biggest opportunities for growth in this sector coming from mobile paid search, a focus on multichannel retailing and the continuing forward march of social media. 

Getting to grips with creative testing for PPC

In the search industry, keywords are thought to be the crux of any campaign, defining the intent of the ad to the searcher, so the challenge of pulling together a compelling creative can be a daunting one.

It comes naturally to marketers to understand their audience and formulate a message, but getting that message across within the narrow limits of a 130 character creative can be a challenge.

For all sizes of paid search programs, creative optimisation is still one of the single most important strategies for increasing traffic, lowering costs and acquiring more revenue. 

To make the most out of creative, search marketers have to rely on testing. This involves constantly generating, analysing and repeating new creative in order to deliver a noticeable improvement in keyword-to-creative relevancy.

Using product data feeds for search marketing

SEM is about producing compelling advertising that makes an online consumer click on the link within the advert. The more relevant an advert is to the search terms used, the more likely this is to elicit a clickthrough.

If a merchant can successfully match a product and the price, availability and delivery terms are reasonable then this will result in a sale.

A general rule of thumb is that Pay Per Click (PPC) campaigns will deliver around £1 of revenue per click through to the website across all products within paid search. 

Demand side platforms bring display into the hands of search marketers

There is a lot of buzz in the digital world at present around the rise of demand side platforms and real time bidding being the future for display advertising and particularly network buying.  

With all the data, technology, and bidding involved, paid search marketers could find themselves best placed to take advantage of the rising popularity.

Joining the SEO and PPC dots

Running PPC and SEO campaigns in isolation from each other often means many learnings and advanced SEM tactics and techniques are being missed. This post looks at some of the ways your PPC campaign can inform your SEO strategy and vice-versa.