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In my mind there are key steps that everyone should be following when a Pay Per Click campaign is being created. Whether you are new to PPC or an experienced Search Specialist, we all need guidelines to ensure we keep on track.
Traditional marketing and PR has historically had great difficulty proving ROI (Return On Investment) and in many cases ROI has simply been unknowable. One of the strongest aspects of online marketing is the ability to prove ROI and nowhere else is this done with as much ease and clarity as with PPC.
One of the most common mistakes I see in an AdWords campaign setup by your average guy is the misuse of keyword match types. Google seem to make the process of building a campaign very easy for an average small business owner looking to buy some digital advertising space on the Google high street. It is pretty obvious why it is made this easy in my opinion; it makes Google a lot of money.
We had a target to achieve as a company – by the end of March 2011 everyone working on PPC accounts was to have taken both the AdWords Fundamentals Exam and the AdWords Advanced Exam. In addition to this, I was also aiming to take the Google Analytics Individual Qualification. I’m very pleased to report that we all took the exams and passed, but this post is here to go in a bit more detail than that.
We now have 9 AdWords Qualified staff who work on clients PPC accounts and we also have me – a Google Analytics Qualified Individual to help the team out with all things analytical; although I have to admit they’re all pretty good without me, I’m just the one who gets excited about it and in to the really techy bits. I wanted to write this blog post to explain my experiences with the two exams – one was easier and the other harder than anticipated.
The Google Keyword Tool is no more, replaced with a combination tool called Keyword Planner. But what is the Keyword Planner, and if you don’t like it, what alternatives are there? In this post we look at the new way to get your AdWords research out of Google, and other free and paid tools to help you do your keyword research.
Today I’m speaking at On the Edge in Manchester about AdWords Enhanced Campaigns. This post contains my slides and a summary of the talk.
On the 22nd of July, AdWords are changing all campaigns to Enhanced Campaigns. It’s important that you don’t wait until the 22nd of July and let Google upgrade your campaigns for you, because if you do, the settings and changes Google make will mean that your advertising may become less affective.
One of most effective ways to increase the performance of an AdWords account is to improve the quality score of the keywords on which you are bidding. As quality score has an effect on impressions, average ad position and cost-per-click, investing time looking at your quality scores and improving them can have long term consequences on your AdWords account.
In the competitive world of AdWords, Content Marketing can be Pay Per Click’s greatest ali. Why? There are three main reasons. This blog post will look at how slick content can save you money and boost AdWords conversions.