Paid Search

When clients and PPC providers are not on the same page, even the smallest communication misstep can cause a meltdown in the campaign and relationship. But all can be avoided if the proper rapport, research and analysis is conducted before the first ad is even posted.

In Monday’s blog post How to Get on the Same Page with Paid Search - Understanding Client Needs, we walked through key ways to build rapport with the client, what preliminary research is needed, how to fill in the gaps with further analysis, and what client challenges are common in paid search.

Once you understand your client’s or company’s needs, you are ready to flush out and align the campaign’s goals and opportunities. Read more »

Paid search, or Pay-Per-Click (PPC), is a great way to generate traffic on your website from your target market. In fact, it’s one of the most effective ways to promote your business online. When creating a new PPC account and relationship, it is critical that both the client and the PPC provider are on the same page.

When clients and PPC providers are not on the same page, even the smallest communication misstep can cause a meltdown in the relationship. But all can be avoided if the proper research and analysis is conducted before the first ad is even posted.

Whether you are the client or the PPC provider, you need to be completely aware of the “tail that wags the dog” for the company that is cutting the check. If you don’t clearly understand the client’s needs (or your company’s needs) for the campaign, it is doomed to fail. Read more »

On Monday, Google announced in its blog “the next generation of ad serving technology for online publishers” – aka DoubleClick for Publishers (DFP).

For the past several years, Google has been pumping out paid search solutions – such as AdSense and the DoubleClick Ad Exchange – in order to help online publishers to make money from their website’s content via advertising space, AdSense, or a combination of both.

‘The Googles’ understand how incredibly difficult it can be to manage, deliver, and measure ad performances on websites. The ability to manage this process can directly impact how much money a site can make. Google’s new product, DoubleClick for Publishers, is aimed to help both the big boys and the small fries. More details after the jump... Read more »

PPC, Pay-Per-Click, Paid Search – whatever you want to call it – provides your online marketing campaign the flexibility and connectivity that most other initiatives cannot. There are many benefits of a PPC campaign, especially when your business (and the entire globe) are battling through a recession.

PPC is simple. You author up a short ad and choose what keyword(s) you want to be listed for in the search engines. Once someone queries your keyword in the search engine, your sponsored ad will pop up. When someone clicks on your ad, you pay the search engine for that traffic. An eye for an eye, as they say all too often. This form of advertising is more prominent than normal search results. Here are a few more benefits of PPC that may intrigue you to begin. Read more »

During the 2005 holiday season, the term “Cyber Monday” was coined by Shop.org, in reference to the e-commerce shopping surge on the Monday following Black Friday. According to a New York Times article that year, “the name Cyber Monday grew out of an observation that millions of otherwise productive working Americans, fresh off Thanksgiving weekend of window shopping, were returning to high-speed Internet connections at work Monday and buying what they liked.”

Whether you believe “Cyber Monday” is a marketing ploy or not, the reality is that the holiday shopping season is upon us, and we need to be properly prepared for the e-commerce rush. The main focus of your holiday marketing blitz will most likely be your paid search, which will need to be tweaked, or at least reviewed, in preparation for the Cyber Monday surge. This preparation can be confusing, but very necessary in order for your holiday season to be as lucrative as possible. Let’s take a look at how we can ensure that your online efforts will pay off during this online holiday shopping season. Read more »

Pay-Per-Click (PPC), or Paid Search, accounts for roughly 50 percent of all digital advertising spending these days. But believe it or not, many companies have failed to invest, leaving tons of PPC potential on the table. What’s holding them back, too much already invested in organic search? Afraid of myths about click fraud? Over-saturated market? Whatever your reason, shove it in a bag and bury it under your tool shed. Here are five reasons why you should invest in PPC. Read more »