Search Marketing Archives - Page 4 of 5 - Bryan Eisenberg & Jeffrey Eisenberg

When we audit clients’ PPC (define) accounts, we look at their work from two aspects: the technical and the creative. While a 95-character ad shouldn’t be so challenging, common flaws appear in almost every account. Let’s start out by examining the creative aspect. Creating the PPC Searcher’s Journey For visitors to convert, the five steps of the PPC searcher’s journey must be in alignment along the conversion path. I describe that five-part journey below. The model is simple, the execution…

The Google AdWords Drama

Bryan Eisenberg

Advertising, Optimization, PPC, Search Marketing, web analytics

You’ll laugh, you’ll cry, you might even kiss your money good bye. Google AdWords is one of the most remarkable advertising vehicles in the history of marketing. No matter how simple 95 characters seems to be, there is no denying the complexity of executing well. Of course, the fact that not all the rules or all the data are presented well doesn’t make it any easier. What amazes me is how most people don’t take full control over what they…

SEM Intent & Landing Page Conversions

Jeffrey Eisenberg

B2B, B2C, conversion rate, PPC, Search Marketing

If you knew the true intent of a search inquiry (query) and you could respond to that intent perfectly then you’d convert most of the time. For more than a decade Bryan, John and I have been working with clients to determine all the different buying modalities (read “Waiting For Your Cat To Bark?“) and provide relevant pathways for them. That’s complex. It’s hard work. I won’t deal with all that here. I will share just one powerful concept that…

Poor PPC Management from PPC Management Vendor Marin. Oooops!

Bryan Eisenberg

PPC, Search Marketing

Pay Per Click management can be a challenge when you have lots of keywords, ads and landing pages you are working with. So many companies choose to use PPC Management software like Marin, Kenshoo or ClickEquations*. Today I did a Google search for SES Chicago that is coming up next week and I will be attending. I saw a PPC ad that I though was a brilliant idea. It gets an A for strategy, but an F on execution. Which…

21 Tools to Legally Spy On Your Competition

Bryan Eisenberg

Competitive Intelligence, Search Marketing, Tools

Have you ever wished you knew everything your competitors where up to? Well online it isn’t that hard. 1. SpyFu – Want to know what keywords your competitors are targeting in the search engines? Use this tool to download the list of keywords and adwords they are using. Don’t forget to visit their SpyFu Universty. 2. The Search Monitor – They have several tools including another great search engine competitive intelligence tool. The Search Monitor Track market share, page rank,…