Impression share is an interesting paid search metric. On the surface, you could argue that impression share is a fairly useless metric. In fact, I’ll admit that I’ve argued for years that impressions really aren’t an important measure of paid search success. However, while I still strongly believe that ROI — not impressions, clicks or conversions — is the ultimate gauge of paid search success, impression share itself is far from a useless metric. In fact, after auditing thousands of paid search accounts at Disruptive Advertising, we’ve found that impression share is often the difference between effective campaigns and ineffective ones. Are you paying for the wrong impressions? Typically, most advertisers consider paid search impressions “free.” And that makes sense; paid search advertising is based on a cost-per-click (CPC) model, not a cost-per-impression (CPM) model. If you get 1,000 impressions and only one click, you only pay for the … [Read more...] about Are your paid search ads making the right impression?
Theres an old adage in business that says, You have to spend money to make money. As anyone who has experienced the power of effective advertising will confirm, the adage rings true time and time again. You have to tell the public what you offer before they know that youre the one to buy it from. That part is easy and obvious. There is, however, a second statement that should bookend the first which goes, Most businesses make money by saving money. Though the second statement might appear to contradict the first, it actually complements it. Think about your businesses margins before over-thinking the second statement. In an environment where many businesses measure their profit margins in single digits, every penny saved is truly a penny earned. The trick is, knowing where to spend and where to save.Everybody needs to advertise. Yesterday, a few friends and I tried an exercise where we attempted to name companies, products or services that did not rely on advertising to spread their … [Read more...] about Save Money to Make Money : Paid Search Auditing & Quality Control
Editors Note: This post uses actual examples to draw conclusions. However, nothing is set in stone when it comes to Google and Bing, so keep that in mind when reading this post. What is the Buzz in Paid Search These Days? Unless you’ve been living under a rock, you’ve likely noticed a lot of buzz around paid search. People are clamoring about the recent changes Google has rolled out and around Larry Kim’s recent article about rumors of [not provided] for paid search and what is really happening. But even with all of the firestorm on social media around Google pulling search queries from the referer URLs, there is even more talk and speculation around what might happen on the 22nd of April. In case you missed it, Google has been pushing post after post trying to work everybody up about a new announcement. Larry Kim even hinted today that he knew what was going to be announced on the 22nd – Of course Bing Ads has also done a few things (product ads anyone?), but … [Read more...] about The Future of Paid Search… Isn’t Search
Do you ever get a sinking feeling as you open your paid search account? You don’t know exactly what you’re going to see, but you have a feeling that something has gone horribly, horribly wrong? Don’t worry, you’re not alone. If you’ve managed a paid search account for long enough, you know that sometimes, things just inexplicably go awry. Clicks stop converting…keywords stop performing…campaigns suck your budget dry. And you don’t know why. Well, guess what? If you’ve ever felt like your paid search account is being attacked by forces beyond your control, you just might be right… Is Your Paid Search Account Haunted? Although it might seem like the monsters you see portrayed in the media are simply works of fiction, the creatures you see on TV have very real counterparts in the digital realm. Even though you might not be able to see them, they are there in the shadows, waiting for the ideal moment to strike. So, if your paid … [Read more...] about Paid Search Advertising: Happy Ending or Horror Story?
Despite advanced tools, A/B testing, and years of experience, most search marketers are optimizing on incomplete data. If you’re not accounting for offline conversions — like phone calls — you’re missing an entire class of data required to optimize paid search campaigns, more accurately measure ROI, and prove your search budget. According to BIA/Kelsey, calls to businesses from mobile devices will reach 162 billion by 2019. This is more than double the roughly 77 billion calls generated last year from mobile devices. With the rise in mobile device usage, and particularly mobile search, digital marketing is driving phone calls. In fact, Invoca’s analysis of 32 million phone calls found that more than half of all calls (54 percent) stem from engagement on a mobile device. Mobile search marketing is the top driver, responsible for 45 percent of inbound phone calls. Buyers often need to speak to a sales rep during their path to buy, and while prospects … [Read more...] about 5 Steps for Optimizing Paid Search ROI with Calls
Does your business use paid search for its B2C lead generation? Online lead generation using paid search options like Google Adwords can be a tricky business. Getting a website visitor interested enough to click on your ad and then fill out a form on your website requires a highly-strategized paid search campaign. Below, you will find seven strategies to optimize B2C lead generation accounts—strategies which will help your business capture qualified, quality leads. If you’re running search advertising to collect leads, these tips will help take you to the next level. 1. Apply RLSAs to Your Campaigns Is your business using RSLAs? Remarketing Lists for Search Ads (RLSA) is a powerful feature which uses your website’ remarketing lists to effectively drive leads to your website. Using RLSA bid adjustments allows you to tell Google you are willing to pay some percentage more for the click of a former site visitor. Here’s how you can get started with RSLAs. Get … [Read more...] about Optimize B2C Lead Generation Paid Search Accounts
Presenting a guide purely for the individual just entering the crazy world of search marketing. This will hopefully touch on all the various elements you might hear uttered in the same breath as paid search, taking in such puzzling acronyms as PPC, CPM, CPC, SERP plus a few other made-up ones that I’ll throw in just for fun. First of all though, let’s answer the most obvious question… What is paid search? On a search engine results page (SERP), you can pay for your website to appear in specific sections of the results. These paid-for ads normally appear at the top of a SERP, to the right-hand side, or within a separate ‘Shopping’ section. Here’s the Google SERP for the term ‘confetti cannon’ and you can see how ads dominate the page… Update: Google has now removed ads on the right-hand side of the page. You may now find up to four ads on the top paid search field and product-listing ads in the right hand space. You may also … [Read more...] about Paid search and PPC: a super accessible beginner’s guide
At its heart, benchmarking is the practice of analyzing the performance of your competitors’ and industry’s paid search efforts in order to monitor, adjust and improve the relative performance of your own campaigns. Key metrics to compare include spend per period, share of voice/impressions, ad coverage (the frequency with which your ad appears when a keyword is searched), and average ad position. And it can get as granular as examining your ads’ visibility by keyword and as broad as monitoring share of traffic by business unit and overall category or industry. Competitive benchmarking puts your efforts in perspective and enables you to understand how you’re doing compared to specific competitors as well as the rest of the industry. In fact, benchmarking is the starting point in developing a smart paid search strategy, providing insight into you what you need to do to achieve your goals and steering you away from costly tangents. Lastly, it enables you to … [Read more...] about Why Competitive Benchmarking is Integral to Paid Search Success
Earlier this week, everyone went bananas over a rumor that paid search query data was disappearing and that third party tools providers would be slammed. In my article, I’ll clarify fact from fiction. Here are ten things you need to know about the Keyword (Not Provided) for paid search issue: 1. Can I Still Access My Paid Search Query Data? Yes! You can access your paid search query data, using the search terms report in AdWords. Just go to your keywords tab, and select the view search terms option. (Try it out yourself!) No. Contrary to reports, the report isn’t new, nor has it changed. It’s been around for many years now, but was once called the Search Performance Query Report. (The story on Search Engine Land has been updated since originally published.) Just to add to the confusion, the API version of this report is still called the Search Performance Query Report. 3. What if I Use a Third Party Paid Search Platform? Again, contrary to the rumors, users of … [Read more...] about 10 Surprising Facts About “Keyword (Not Provided)” For Paid Search
Just a few years ago, the paid search landscape could adequately be summed up as “text ads on desktop computers.” This simplicity meant analyzing performance didn’t require too much slicing and dicing to get meaningful takeaways from paid search data, and often a simple brand vs. non-brand look would do the trick. With the rise of additional ad formats and devices, however, understanding search performance requires that PPC managers and analysts dissect their data in several specific ways before coming to any conclusions. Here, we delve into the most important of those segmentations and why each is critical in paid search performance analysis. Device segmentation is critical According to Merkle’s Q1 Digital Marketing Report (registration required), the share of paid search traffic coming from desktop computers is now just 47 percent, with 39 percent coming from phones and 14 percent from tablets. For most advertisers, these devices perform very differently from … [Read more...] about Three of the most important data segmentations for any Google paid search analysis