If you're new to working with PPC, you may be like every other newbie in the world and be confused by the jargon often used. PPC, CPC, CTR, DKI ... It doesn't take long to figure it all out, but in the beginning it would have been nice to have someone lay out the soup for me, so I thought I'd lay it out for you. The obvious ones are: PPC = Pay Per Click; CPC = Cost Per Click; CTR = Click Through Rate; and lastly and maybe not so obvious, DKI = Dynamic Keyword Insertion. Dynamic Keyword Insertion When I was first learning PPC, I had no idea what DKI referred to, so as part of Boot Camp, I hope to help others understand. Essentially what DKI does, is insert the searcher's keyword into the ad text. With search terms bolded in the ad text, your ad stand out among the other advertisers. Because the search phrase is actually displayed in the ad, exactly as the searcher entered it (well, almost exactly), it also makes text more relevant to the searcher. They see your ad written and … [Read more...] about SEM Boot Camp – Alphabet Soup and PPC
I recently had the opportunity to participate in some speed networking at Small Business Marketing: Unleashed. When I told the second person I networked with that I am a PPC manager, she gave me a blank stare and said "I have no idea what PPC is." She's not alone. Many people do know what PPC advertising is, and where paid advertising is displayed, but my experience at SBMU reminds me that this isn't always the case. So I decided a great first entry for me at Search Engine Guide would be a Boot Camp Style article explaining exactly what paid search advertising looks like. I tend to talk with my hands, demonstrating what my minds eye is seeing - on the internet, I rely on pictures. So we're all starting from the same place, I'll throw out some screen shots of where paid advertising are displayed on the three major search networks and explain some of the not so obvious details. Then, just to keep things interesting, I'll show you where paid advertising displays in a couple of other … [Read more...] about SEM Boot Camp – Paid Search Advertising Roadmap
Advertising Week, the world’s premier annual gathering of marketing and communications leaders, has returned to New York City for its 2013 show. We’re excited to announce that this year, our Community Editor, Lauren Litwinka (@beebow), will be in the field attending a variety of sessions to cover for Marketing Land. “The Week is a hybrid of thought leadership Seminars featuring the industry’s best and brightest and engaging special events which galvanize targeted constituencies,” says AdvertisingWeek.com. This year’s event is no exception, boasting an action-packed 4-day schedule and a star-studded roster. Brands expected to attend and speak include the NFL, Forbes, Conde Nast, Bloomberg Businessweek and dozens more. Below is our own agenda of sessions we’ll attend across Tuesday and Wednesday. Be sure to check back right here on MarketingLand.com for full recaps and event coverage. Don’t forget to follow along with the Advertising Week … [Read more...] about Boots-On-The-Ground At #AWX: Coverage From Advertising Week 2013
I spent the morning gingerly picking my way through a minefield of guk. The mess was everywhere. It was unavoidable. It was gross. Then the family and I came home from the pumpkin patch and I logged on to find the exact same type of mess waiting for me online. I'll say one thing for Google...they sure manage to keep folks talking about them. Normally, I don't make posts like this one, but enough sites are buzzing and Search Engine Guide is being mentioned often enough I felt it warranted a post. Yes, Search Engine Guide's PageRank dropped this morning. This is actually our second drop of the month. After having been a PR7 since I came on board more than three years ago, we dropped to a PR6 the first week of October. This morning, most data centers are showing we've dropped to a PR4. I'm not one to pay much attention to the PageRank of a web site. I did notice our first drop because we've been working on some things behind the scenes and I'd been keeping an eye on our indexing. I … [Read more...] about Anyone Have Some Boots I Could Borrow?
In my last post I identified where paid ads display on the different search networks. This time I thought I'd create a brief outline of what the ads themselves actually look like, and explain some of the basic 'rules' associated with each search network. Basically, all ads include three parts that you see, and one that you don't. The parts that we see displayed include Headline, one or two Description lines, and a Display URL. The part that we don't actually see is the Destination URL, which is not identical to the Display URL. It determines which page the searcher will land on when they click the ad (referred to as the landing page). Simple enough? Well, yes, and no. There are rules that are applied to each of the ad lines, rules that control precisely just how many characters you have to work with. And the rules vary (although only slightly) across the different search networks. There's another blog post I'll have to put together to help you with writing the ad text. Also, the … [Read more...] about SEM Boot Camp – Paid Search Rules