At Search Marketing Summit Sydney 2018, I presented a mutually beneficial methodology of running SEO and PPC campaigns together to increase the effectiveness of PPC spend and improve SEO targeting. This process aims to identify and minimise inefficiencies in a search portfolio and strategically utilise both marketing channels for the greatest gains. … [Read more...] about PPC and SEO working together – a mutually beneficial approach
There are plenty of methods for achieving AI. It’s true that you could – if you had the time, energy and temperament – manually program AI by writing lots of code made up of “if-then” statements, for instance. In the PPC world, that would be equivalent to using Automated Rules to fully codify how your account manager optimises an account (i.e. not very efficient). Machine learning is a better example of how we might make the best use of AI, and is the statistical approach that has proved so useful with AdWords – it helps predict which ads are most likely to attract clicks. … [Read more...] about Automatic? Yes. Supersonic? Sometimes. How AI can be used to drive PPC automation
If you have branded ad copy show for “climbers harness”, it may not resonate with someone who has not yet heard of Crack Climbers Co. That circumstance would lower your click-through rate as well as hurt your quality score and raise CPC’s if Google and Bing determine your ad is not relevant to the query. Furthermore, if the ad shows and the users do click through, it may give them a poor experience when they land on a page that is not as relevant to the query. That result could decrease conversion rates as well as tarnish your brand name a bit. … [Read more...] about How to Use Negative Keywords to Save on PPC Spend
All digital marketing strategies work together to increase visibility, but PPC and SEO touch all levels of the digital marketing trifecta. Paid media is among the best ways to promote your brand and deliver your message to your target audience, while good SEO and content strategies form the controllable elements of your digital marketing strategy. … [Read more...] about 7 Unexpected PPC + SEO Strategies for Growth Marketing
Low Search Volume (LSV) Keyword Management When keywords fall into LSV territory, it’s tempting to immediately remove them. But in practice, many keywords drift in and out of LSV over time. Sometimes, it pays to leave LSV keywords alone for a little while, to see how they perform. … [Read more...] about What exactly is PPC keyword management anyway?