PPC

Conversion 101: Creating an SEM Legend for Improved PPC Campaigns

In part one of this post, we took a look at the challenges a home remodeler or contractor might have at getting prospects to contact them and fill out a form from their landing pages. Before I go through the process and list all the questions our Persona might have, I want to ask you who do you think is the most successful SEM advertiser of all time? If you answer Amazon,  then I would have to agree with you.…

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Super Bowl 2014 Advertisers: Did They Win the Search Game?

There were many aspects of Sunday’s game that left people quite disappointed. Forget the game. I don’t even want to comment on the persuasiveness of the Super Bowl television ads. Today, we are just going to look at how well those advertisers did at blocking and tackling the digital marketing fundamentals of capturing search and meeting the expectations of potential customers arriving at their landing pages. You may be as disappointed as I am about what marketers haven’t learned in…

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How Can You Evaluate This Kind of Performance?

I just finished reading this article about an EBay study that questions the value of Google’s main Adwords service. I’ve been really impressed with eBay’s performance as of late, especially their mobile efforts. But, I am concerned how this news will be interpreted by others. I agree with them that any investment that is sub-optimal should be questioned about the value that is being returned. However, the first question they should be asking is, if their team’s efforts are really putting…

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PPC Pro – You’re Being Replaced

You’re fired, laid-off, downsized, terminated, made redundant, rightsized, pursuing other opportunities, discharged, dismissed, pink-slipped. Search Engine Marketing professionals are becoming redundant, replaced by technology, so they should prepare themselves to hear those words. In the next 3 years, 80% of PPC professionals will be replaced by an algorithm. Those that won’t, will be the few who already provide high value or find ways to increase their value to clients. There will simply be fewer positions and high value change. If…

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The CMO’s Marketing Analytics Optimization Framework

In my last column, I shared recent research about how CEOs have lost trust in CMOs’ ability to be focused on business performance. Hopefully, when asked how your company currently measures its digital initiatives you don’t get an answer like this (LOL, well done Adobe): Seriously, the issue is that most analytics frameworks don’t tie all essential marketing metrics back to financial statements. We have been preaching about how this needs to be done since 2001. I suspect, that I…

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Conversion Optimization 101: Perfectly Persuasive PPC Landing Pages

Last week, in our Conversion Optimization challenge we looked at the following PPC ad: and the corresponding landing page (image capture below): How would you optimize the ad and the landing page? My general guidelines for marketing with landing pages: Start your marketing with your landing page and ask yourself how it answer your personas’ questions and needs. Then choose an ad or email that would make them want to click and see that page. 7 Steps to Persuasive Landing Pages Step…

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Conversion Optimization 101: PPC Landing Pages

This week’s Conversion Optimization challenge is to look at a PPC ad I found on Google for the search term “SEO Management Software.” Here is the ad I clicked on: and here is the landing page (image capture below): How would you optimize the ad and the landing page? Is this the best ad and landing page based on the intent and buying stage for the key phrase? What things would you like to test here?   *Update: For how we…

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Google Adwords Conversion Rates by Industry

My friend, Larry Kim just published some research his company Wordstream just released. Wordstream used the data collected by the AdWords Performance Grader, a free AdWords account audit tool which has evaluated over $1 billion dollars in annualized spending on Google in the last year (roughly 2.5% of total advertising revenues on Google!). For their report, they used metrics from accounts that were evaluated between July 1, 2012 and October 30, 2012. Here is a breakdown of conversion rates by industry for…

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