eMagine's B2B Web Strategy Blog focused on aspects of web marketing and web strategy.
Many of our clients develop and run their own pay per click (PPC) program, and we encourage that; in fact, we’re happy to support the DIY approach with educational material such as our white paper on the subject.
Some of those clients end up turning to us when their program becomes difficult or too complex, or when their results simply deteriorate for no obvious reason… [Read more...]
Just recently, we blogged about the convergence of search engine optimization (SEO) and social media …an important trend that every B2B marketer needs to take account of. In a similar vein, let’s look today at what can be viewed as an analogous instance of convergence: that between SEO and pay per click advertising (PPC).
Time was, these were very distinct routes to getting interested traffic; in fact, their only commonality was that [Read more...]
Recently, Google activated Instant Preview for Ads …with remarkably little fanfare, considering its game-changing potential in the world of pay per click (PPC) advertising.
In case you haven’t noticed it yet… Instant Preview puts a little magnifying glass next to each paid (and organic) search result; clicking on it pops up [Read more...]
Not paying attention to Google Adwords Quality Score is likely to cost you more money than you should be paying… full stop. If that doesn’t ring true for you, do read on…
Yes, I know… in a recent post, I sang the praises of Quality Score as a hard taskmaster that helps me stay on my game in setting up clients’ pay per click (PPC) campaigns; and that’s all very true. Left unsaid in that piece was the fact that Quality Score can be either too low or too high. How can that be? Because [Read more...]
I recently read a few articles about pay per click advertising (PPC); one in particular, a post by Andrew Goodman for ClickZ on Quality Score, got me thinking.
I’ve set up quite a few Google Adwords campaigns in my days as a search marketing specialist. And I learned many years ago about implementing best practices when creating campaigns …mainly because I always felt it was actually fun trying to get a better ROI.
Adwords Quality Score has been around for a long time, but it was made public… oh, around late ’06, I think (but don’t hold me to it). As Andrew notes: Quality Score multiplied by your bid still determines where you rank on the page against competitors in the advertising auction, so it is indeed important.
How the specifics are calculated is still [Read more...]
B2Bs have become so accustomed to the usual pay per click (PPC) scenario…
Searcher views ad | searcher clicks on ad | hits landing page | registers for offer
…that it tends to become all that we measure. We tend to think only in terms of:
It’s a great example of the well-known psychological phenomenon of seeing only what you’re looking for. PPC is so awesomely competent at generating leads that… [Read more...]
What should be the offer on your B2B’s landing page, for visitors clicking through from a pay per click ad?
Many software and SaaS companies think that a downloadable trial version of their product is just the ticket. Why not just cut to the chase, and sidestep all that messy nurturing? And after all, our product is so good, it practically sells itself.
The problem with that is that it’s usually going to be a mismatch with… [Read more...]
