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Elizabeth Marsten

Elizabeth Marsten

Elizabeth supervises the overall search division at Portent, which includes PPC, SEO, Social Media and Content. Check out her modest brag link bundle if you really want to know more: http://bitly.com/bundles/ebkendo/5 She has also written ebooks, is a ClickZ columnist, a Lynda.com author, a Dummies book author and speaks on PPC across the USA at various conferences including the SMX shows, mozCon and Hero Con.

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Articles by Elizabeth Marsten

Yahoo-Ad-Scheduling

Elizabeth Marsten //  17 Mar, 2009

Yahoo Finally Gets a Clue and Adds Ad Scheduling & Demographic Bidding for You

Jeepers Shaggy, it’s about time! You know when MSN AdCenter has a tool that you don’t you’re getting lapped. Even if it’s not the most robust or granular tool, it’s still rather helpful to be able to choose at what time during the day your ads show or being able to incrementally adjust your bids… Read More

Elizabeth Marsten //  6 Mar, 2009

Keyword Resource Tools that Aren’t Keyword Tools

We’re all very well familiar with Google’s myriad of keyword generation tools, be it within the AdWords interface, the external keyword tool, by URL, by similar keywords, by topic or the new “search based keyword tool.” Then of course each search engine has it’s own keyword tool generator, add in the Wordtracker, Wordstream and Trellian’s… Read More

Elizabeth Marsten //  19 Jan, 2009

Is the AdWords Keyword Performance Module of any use?

A couple of months ago, Google AdWords launched another tool to their already hefty arsenal of pay per click optimization and monitoring devices: the keyword performance module. If you already know what that is, great! Let me know what you think about it. If not- it can be found on your Campaign Management tab under… Read More

Elizabeth Marsten //  12 Jan, 2009

Microsoft AdCenter Finally Brings Us Custom Date Ranges

Are you tired of having to run a report in AdCenter every time you want some stats that aren’t: Yesterday, Last 7 Days, Today, This Month, Last Month, Last 3 Months, Last 6 Months, This Year, Last Year or Entire Time? Or in my case, I’m tired of deciphering just what would be 3 months… Read More

Elizabeth Marsten //  29 Dec, 2008

AdBrite: Trash or Treasure?

AdBrite has been around awhile, they’ve been conventioning and promoting and press releasing, trying to grow their brand and their business and I have always been a sucker for testing a new platform. You just never know when you’re going to find that 2nd or 3rd tier platform that turns into a gold mine. Previously… Read More

Elizabeth Marsten //  10 Dec, 2008

Paying your Yahoo Search Marketing bill with Pay Pal

Back in September of 2007, Yahoo announced the ability to choose Pay Pal as a payment method for adding funds to your search marketing account. Up until now, I hadn’t had a use for the option and continued doing manual refills, automatic deposits or invoicing for clients. But then a client came along (me) that… Read More

Elizabeth Marsten //  27 Oct, 2008

Winning In the Wedding Industry with PPC

We’re all familiar with the wedding industry’s spending power, no matter what the economic climate, the lavish wedding will always prevail. The industry is highly competitive with high barriers to entry, so how do you generate a positive ROI in a sector that can bleed your budget dry within an hour? Build Up & Be… Read More

Elizabeth Marsten //  13 Oct, 2008

More Revenue for Google with First Page Bids

Since the latest Quality Score update, one of the new features was doing away with the “inactive” classification for keywords whose maximum cpc was below that of Google’s set minimum bid. Instead we have the “first page bid” qualifier which will label keywords with a maximum cpc too low to appear on the first page… Read More

Elizabeth Marsten //  30 Sep, 2008

ABC Search | A Positive ROI

Continuing our coverage on 2nd and 3rd tier PPC engines, we’ve come to ABC Search. A little platform that could out of Encino, CA. ABC Search is a search engine themselves, but also rather a mediator and distributor of ads to partner sites from advertisers through their “Adentify” content network. They claim 1billion searches a… Read More

Elizabeth Marsten //  22 Aug, 2008

Quality Score Updates Make Me Nervous Too

Once again, it’s that time when Google AdWords announces to the world that they will be tweaking their Quality Score algorithm. Rather, as they put it “making an update.” Each time these “updates” occur, I end up on the phone with a Google rep. Each time they’ve done this though, I will give credit where… Read More

Elizabeth Marsten //  13 Aug, 2008

Top 11 Tips for Picking a 2nd or 3rd Tier PPC Engine

Most optimization tips and instructional guides cover the big 3 of PPC search engines, Google, Yahoo and MSN. But what about all those little guys out there? Have you tried any of those yet? I’ll review some 2nd and 3rd tier interfaces in the coming weeks, how the traffic was, how much it was, the… Read More

so much for secrecy

Elizabeth Marsten //  1 Aug, 2008

No Deep Secrets In PPC Marketing

If you’re like me, you have your Google Reader set up to feed you all the latest, greatest and newest news, tips and tricks in the world of pay-per-click marketing. At the very least you’re set up to receive recaps or topical news items. I noticed that when I receive recaps from Search Engine Land,… Read More

Elizabeth Marsten //  28 Jul, 2008

Yahoo Outsources Your PPC Ads to India

Not everyone has the ability to work with Yahoo and receive the occasional free optimization help from their “experts.” If you do, carefully review the ads that come back. Several times, I sent in existing ad groups for help with ad optimization (who knows what will get a better quality index score than the search… Read More

Elizabeth Marsten //  15 Jul, 2008

Do Not Waste PPC Display URLs

The display URL in any PPC ad is a great place to stuff additional keywords, attract attention to your ad and/or increase branding. So it is definitely not a space to be wasted or ignored. Next time instead of simply putting “www.yoursite.com” as the display URL, try some of these simple tests and see if… Read More

Elizabeth Marsten //  1 Jul, 2008

Get Started with the Google Content Network

When I first started in pay per click marketing the content network was considered a dark, black hole where clicks went to die and impressions soared. Nowadays there is a lot more success, a lot more transparency and a lot more of control that an advertisers can exert over their campaigns. So, when starting a… Read More