PPC Blog Posts

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Portent Placeholder PPC

13 Nov, 2007

Get a Great Adwords Ranking: More than CTR x CPC

By Ian Lurie

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.

PPC

5 Oct, 2007

Buy A Wife At Target

By Ian Lurie

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

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Portent Placeholder PPC

11 Jul, 2007

Google Adwords Tutorial: Using Advanced Ad Scheduling

By Ian Lurie

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

Portent Placeholder PPC

12 Jun, 2007

Yahoo PPC = Me Go Insane

By Ian Lurie

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

Portent Placeholder PPC

11 Jun, 2007

3 Lessons in Pay Per Click, From Microsoft

By Ian Lurie

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

Portent Placeholder PPC

6 Jun, 2007

Improving Pay Per Click ROI in 8 Steps

By Ian Lurie

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

Portent Placeholder PPC

13 Feb, 2007

Review of Yahoo’s Panama: The First Week

By Ian Lurie

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

Portent Placeholder PPC

6 Feb, 2007

Yahoo’s Panama, Day 2

By Ian Lurie

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

Portent Placeholder PPC

5 Feb, 2007

Yahoo’s Panama: Day One

By Ian Lurie

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

Portent Placeholder PPC

26 Jan, 2007

Yahoo Search Marketing: The Conversation Widens

By Ian Lurie

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

Portent Placeholder PPC

2 Dec, 2006

Paid and Unpaid Search: Together, Forever

By Ian Lurie

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

Portent Placeholder PPC

30 Oct, 2006

Pay Per Click: Time of Day Matters

By Ian Lurie

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

Portent Placeholder PPC

19 Aug, 2006

CM Basics: PPC Marketing Checklist

By Ian Lurie

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

Portent Placeholder PPC

26 Jul, 2006

Click Fraud: Enough, Already

By Ian Lurie

Click fraud is real. I am not minimizing it - we watch for it carefully. But it's a tiny, tiny problem compared to, say, companies who charge you a hefty fee to check for click fraud.

Portent Placeholder PPC

30 Aug, 2005

Stupid Google Adwords Tricks

By Ian Lurie

Yup, it’s ranting time. Why are the biggest online players the worst online marketers? I don’t know the ‘why’ but I can sure prove the ‘what’. Here’s a story of Yahoo and GoDaddy wasting pay-per-click dollars like they owned their own mint. It’s also a great story of what not to do. I was searching… Read More