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Elizabeth Marsten

Elizabeth Marsten

Elizabeth supervises the overall search division at Portent, which includes PPC, SEO and Social Media. 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 regular on the Portent blog and speaks on PPC across the USA at various conferences.

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Articles by Elizabeth Marsten

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

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