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Elizabeth Marsten

Elizabeth Marsten

Elizabeth supervises the overall search division at Portent, which includes PPC, SEO, Social Media and Analytics. If you really want to know more about her check out her bit.ly bundle. Elizabeth has written several ebooks, is a ClickZ columnist, a Lynda.com course author, a Dummies book author and speaks on PPC across the USA at various conferences including the SMX shows, mozCon and Hero Con.

Articles by Elizabeth Marsten

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

Elizabeth Marsten //  24 Jun, 2008

PPC FAQ – Bidding on Trademarked Terms

I answered some questions about PPC keywords last week then realized that you might find these useful. Ask your own question in the comments. Depending on how many questions I receive I’ll answer either all or the best ones in future blog posts. What about PPC bidding on branded, trademarked or copyrighted keywords? The fact… Read More

Elizabeth Marsten //  19 Jun, 2008

PPC FAQ – When to Stop Using PPC Keywords

I answered some questions about PPC keywords last week then realized that you might find these useful. Ask your own question in the comments. Depending on how many questions I receive I’ll answer either all or the best ones in future blog posts. How do you know which PPC keywords to stop using? Rolling right… Read More

Elizabeth Marsten //  12 Jun, 2008

PPC FAQ – Finding the Right Number of Keywords

I answered some questions about PPC keywords yesterday then realized that you might find these useful. I’ll keep posting PPC questions and answers over the next several days. Ask your own question in the comments. Depending on how many questions I receive I’ll answer either all or the best ones in future blog posts. How… Read More

Elizabeth Marsten //  11 Jun, 2008

PPC FAQ – Action Packed PPC Keyword Research

I answered a bunch of questions about PPC keywords and realized others may find these useful. I’ll post them here, on the Portent Interactive Blog, over the next several days. You can also ask your own question in the comments. Depending on how many questions I receive I’ll answer either all or the best ones… Read More

Elizabeth Marsten //  29 May, 2008

Create a Microsoft Windows Live Product Feed

As I promised last week, here are step by step instructions for creating a free MSN’s Live Product Search feed. In case you are not sure what a Live Search Product Feed is, we will prepare a list of items to include in Microsoft’s product search engine. First you will need an Windows Live account,… Read More

Elizabeth Marsten //  21 May, 2008

Create a Google Product Search Feed

Google Products are listed on the search engine result pages of Google’s Shopping category. Each listing is a product that was submitted by a merchant. Listing your own products is free, so why not try it out? Here’s how to set up your very own Google Product Feed. Go to www.google.com/base, click on "Data Feed"… Read More

Elizabeth Marsten //  12 May, 2008

Ask PPC Advertising Pushing Me Away

These days Ask.com seems to be flailing, desperately trying to control the bleeding of is its’ visitor base and PPC advertisers. In the world of PPC search engine marketing, I have found increasingly less value from Ask’s paid search advertising program and stopped using their service altogether for several clients. If you cannot get a… Read More

Elizabeth Marsten //  5 May, 2008

Google Leaks AdWords Quality Score

Much like the mystery of the Big Mac’s secret sauce and Colonel Sanders 11 herbs and spices, we’ve all speculated what exactly makes up the closely guarded formula that determines Google’s PPC Quality Score. What are all the factors? How much weight does each factors carry? How can I exploit this to my advantage?! Last… Read More

Elizabeth Marsten //  28 Apr, 2008

Make the Most of High Traffic Keywords

Once in awhile you get a client who’s site offers a lot of little specific products that is great for niche keywords but low traffic. Those keywords are great when they convert, but the real traffic is in the high competitive keywords that bring the visitors to the site. These visitors that search by the… Read More

Elizabeth Marsten //  21 Apr, 2008

Give MSN adCenter Support Four Stars

But give the actual interface a star and a half. (On a scale of four stars, Google being four.) Almost every time I call MSN adCenter support for my various issues, be it basic account editing, billing, ad approval, keyword status or a general “what just happened?!”, I get top notch support and “I’m sorries”.… Read More

Elizabeth Marsten //  11 Apr, 2008

How to Make MSN AdCenter Work with Google Analytics

Per my post last week regarding Solving the (not set) in Google Analytics and Yahoo, we’ll continue this week bridging the gap between MSN AdCenter and Google Analytics. I did ask a MSN AdCenter representative once how come my two biggest keywords (in impressions, spend and clicks) didn’t register at all in Google Analytics, but… Read More

Elizabeth Marsten //  7 Apr, 2008

Solving the (not set) in Google Analytics

Today’s tip comes from two sources: Alex L. Cohen and PPC Hero, with their mystery solving and publicly sharing their solution on how to import data and increasing compatibility between Yahoo PPC and Google Analytics. As with any search engine that isn’t Google, you have to expect a certain amount of disparity in reporting data… Read More

Elizabeth Marsten //  24 Mar, 2008

Sandwich Your PPC Ads with URLs

We all know that the biggest part of attracting a potential customer to clicking on your ad is the headline. They see that bold text, what they searched for and are drawn in like a moth to a flame. But in the continual quest that is a PPC Analyst’s career, we have to think of… Read More

Elizabeth Marsten //  17 Mar, 2008

The Mysterious Black Holes of the Content Network

Once upon a time, the Content Network seemed eternally damned to represent hundreds of thousands of impressions, a few too many hundred clicks, no sales or leads and no idea where in the universe your ads were showing up. I used to just opt out the content network every time since it just seemed to… Read More

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