PPC

Ian Lurie 5 Mar, 2008

Defend Yourself: Bid On Your Brand Name in PPC

If you’re spending money on pay per click marketing, you must buy your brand name! Ignore those who say otherwise. Make damned sure you’re bidding on the name, misspellings, and the like. Even if you rank #1 for your own name. Do it anyway. Here’s why: It’s cheap. PPC engines’ quality scoring algorithms mean you’re… Read More

ppcvdomination PPC

Ian Lurie 20 Dec, 2007

PPC Villain: PPC Worst Practices Blog

My staff are a bit of a sick bunch. That’s why I like them. The PPC team has put together a PPC worst practices site: PPCVillain.com. There are plenty of best practices sites, after all. Here’s the first of what we hope will be many instructional videos:

PPC

Ian Lurie 13 Nov, 2007

Get a Great Adwords Ranking: More than CTR x CPC

Why do some PPC ads rank well, and others fall no matter what you spend? There’s more to your pay per click ad ranking than your bid and your clickthru. Read on to learn what we know matters, and how you can get a better paid search ranking.

ScreenSnapz-3 PPC

Ian Lurie 5 Oct, 2007

Buy A Wife At Target

Google Adwords and other major pay-per-click providers have a tool called dynamic keywords. It lets you place a variable in your ad, so that the search phrase entered shows up in the ad. Unfortunately it’s become a tool for lazy PPC marketers, leading to ads like this: And this: Please, if you must use dynamic… Read More

PPC

Ian Lurie 11 Jul, 2007

Google Adwords Tutorial: Using Advanced Ad Scheduling

For all you Adwords users out there: Google’s released a new advanced adwords scheduling tool. It lets you increase or decrease your bids on a given day of the week. In this tutorial I review how to use it, and when to use it: How to Use It Log into your Adwords account. Check the… Read More

PPC

Ian Lurie 12 Jun, 2007

Yahoo PPC = Me Go Insane

I am trying desperately to find a way to e-mail Yahoo PPC reports. Or get access to the API. Yahoo has no apparent way to find any of that information. Here’s their super-helpful reports documentation: Really?! Use the reports page to generate reports?! Wow. I never would have thought of that. Please help. Before I… Read More

PPC

Ian Lurie 11 Jun, 2007

3 Lessons in Pay Per Click, From Microsoft

Sorry, Bill. Just a mild poking of fun here. I did a search for ‘pay per click advertising’ on Google just now, and saw the following: Note that Microsoft is bidding for, and getting, the #1 position in Google’s sponsored ads. That means they’re outbidding everyone else. Including Google. Seems like a good idea, right?… Read More

PPC

Ian Lurie 6 Jun, 2007

Improving Pay Per Click ROI in 8 Steps

The most common pay per click error I see is waste: Spending too much on keywords that don’t perform, and too little on those that do. If you’re a novice, and you have limited time to work on your pay per click campaigns, these 8 steps will help you start improving their efficiency: If you… Read More

PPC

Ian Lurie 13 Feb, 2007

Review of Yahoo’s Panama: The First Week

Has Yahoo Panama really made a difference? Yahoo’s new paid search ranking algorithm ranks ads based on ad quality and click through rate, as well as bid amount. I’ve been tracking 10 different ads for two different clients. Higher Impressions & Clicks All ads in the test are seeing higher impression counts since the 5th… Read More

PPC

Ian Lurie 6 Feb, 2007

Yahoo’s Panama, Day 2

I’m tracking statistics for two clients, now, to see how Panama affects them. One client is in a very competitive education market. Since Panama launched, their clickthrough percentage has risen from .5% to 1%. Click rate is up about 30%, too, but so is our cost per click. Which is OK, though, because as of… Read More

PPC

Ian Lurie 5 Feb, 2007

Yahoo’s Panama: Day One

Yahoo has released a new paid search ranking algorithm. The new one mimics Google Adwords, by ranking ads, not just according to bid amount, but also by: – Ad quality. – Click through rate. They still aren’t ranking according to landing page quality, but I have high hopes for this new model. It’ll shift the… Read More

PPC

Ian Lurie 26 Jan, 2007

Yahoo Search Marketing: The Conversation Widens

Yahoo has announced they’ll be changing the way they rank paid ads: Simply bidding the most won’t get you the top spot for their pay per click ads any more. Google Adwords have been ranked this way for some time. What’s it mean? The quality of your ad, and of your landing page, is now… Read More

PPC

Ian Lurie 2 Dec, 2006

Paid and Unpaid Search: Together, Forever

Every few months a client comes to me and says “Now that I’m top 3 for Super Widgets in the unpaid rankings on Google, can we cancel my paid search listings?” Usually, no. Here’s two reasons: If you have a top-3 spot in the paid rankings, your competitors don’t. You’re denying them access to the… Read More

PPC

Ian Lurie 30 Oct, 2006

Pay Per Click: Time of Day Matters

Just finished an experiment with a client. First, this was the situation: They wanted the #1 position for their biggest keyphrase. But they couldn’t afford it – they received too many clicks in the course of the day. We reviewed their site and sales statistics, and noticed that most of their customers arrived at lunch… Read More

PPC

Ian Lurie 19 Aug, 2006

CM Basics: PPC Marketing Checklist

I just completed a basic pay-per-click marketing checklist. It’s now available as a free download. Your comments and suggestions are welcome.