PPC Blog Posts

How to Be Amazing at PPC Part Two

Friday, August 12th, 2011

Featured, PPC

Welcome to the second part of ‘How to Be Amazing at PPC.’ In case you missed the first part, click here.

6. Be Patient

Everybody is guilty of impatience with their accounts sometimes. If you had a bad day yesterday, the immediate impulse is to hit the big red panic button, and start making changes. Obviously, in the cold light of day, this is not wise. In fact, unless the performance is truly dreadful (or you’re really bored), spending a couple of hours trying to identify what went wrong is a waste of time. You’ll probably find nothing, and the performance will usually have recovered by tomorrow. (more…)

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How to Be Amazing at PPC

Thursday, August 11th, 2011

Featured, PPC

Over the years, I’ve seen a lot of PPC accounts, and what never ceases to amaze me is how the same mistakes are being made time and time again, even by some of the biggest agencies in the country.

I’ve always maintained that PPC is easy, and that if you do it correctly, it doesn’t really take all that much time to get great results. (more…)

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The True Value of PPC Ads

Wednesday, August 10th, 2011

Google, PPC

As a PPC Analyst, I often get asked about the true value of advertising via paid search ads, especially when a client may already have a strong presence in the natural organic listings, particularly for brand-related traffic.

The common misconception by many PPC clients is that a large proportion of search traffic generated through sponsored links may be effectively cannibalising the traffic that may have otherwise been generated organically, and by simply stopping the PPC campaign, the loss in traffic would be absorbed by the organic traffic. (more…)

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Blurring the Boundaries

Friday, July 29th, 2011

PPC

This is a screenshot for a search query I ran a few years ago:

Looking at it, the distinction between the paid search results and the organic results is clear. The paid search results are in a coloured box saying ‘sponsored links,’ and they have a totally different format to the organic search results – short titles, and only two lines with the URL at the start of the second line. (more…)

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Top Versus Side Ad Performance

Tuesday, July 26th, 2011

Featured, Industry News, PPC

Google has recently enabled advertisers to see the difference in performance of adverts when they are placed on the top part of the search results page versus the right hand side; this gives much more insight into how the position of an advert affects the click-through and conversion rate.

Below is a screen shot of what it looks like in Adwords for a campaign. To see it, go to the segment drop down menu and choose Top versus Side. The difference seen in most of the accounts I have looked at is significant. It is obvious that the click-through rate will be higher for those adverts shown in the position above the organic listings but for some accounts the different is larger than expected. (more…)

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