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Monthly Archives: February 2014

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3 Things You Can Do To Push Through Your PPC Plateau

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By Pauline Jakober

Online advertisers are in it for the long haul, and like any long-term relationship, it takes work to succeed.

If you’ve been working on a PPC account for a long time, you’ve been through the ups and downs together. You know what works and what doesn’t. You “get” the business, and you know just how PPC can support it.

But sometimes, you reach a plateau. It’s not necessarily a bad one – in fact, everything can be going great. ROI is up, things are running smoothly, and everyone is happy. No one may even be questioning your work.

Still, it can be tough when you feel you’ve reached that point where you’ve run out of creative ways to advertise the business.

Luckily, there is hope. In fact, this time of year is a perfect time to start thinking about how you can infuse that smooth-going PPC account with a little more creativity and rouse things up a bit in 2015.

So in this post, we’ll go over three things you can do to push through the PPC plateau (plus a bonus tip at the end).

1. Pretend The Account Is New

Do you remember all those strategic conversations you had in the beginning, when the PPC account was new to you? Have those again. It’s not a bad idea to set up an annual or biannual conversation with stakeholders to create that fresh pair of eyes that can be hard to use once you’ve been in it for so long.

Whatever your process is with a new account, go through it again. This can be everything from discussing business goals to auditing the account structure. Even the most efficient accounts are bound to amass some errors over the months – it happens to the best of us.

And if the team or client you’re brainstorming with is fresh out of ideas, prompt them with some. Have conversations around:

  • If there will be any new website updates in the next six months.
  • If there will be any promotional events to garner leads, like a webinar.
  • If there are plans to launch a new product, service or variation of anything being sold.

Basic PPC account auditing activities can include:

  • Analyzing the settings to make sure everything is still on the up-and-up.
  • Auditing sitelinks to ensure you’re taking full advantage of this AdWords feature.
  • Exploring the Google Display Network (GDN), Google Shopping campaigns or retargeting if you’re used to doing text-only search network ads.
  • Investigating any geographic hot spots serving the highest ROI that might be worth isolating for a campaign.
  • Laying a fresh pair of eyes on the times of day or days of the week you serve your ads.

2. Make Proactive Research A Process

How many times have you accidentally discovered the business has a new product line months after it was launched, yet no one on the paid search team was the wiser?

An annual or biannual “fresh eyes” approach may be a great start, but for the remainder of the year, you’ll want processes in place to ensure you’re plugged in. Whether you’re an in-house PPC manager or an agency, sometimes a lack of communication can be the reason you’re not working on new ways to advertise the business.

Often, something as simple as surveying a business’s teams on a regular basis to see what’s on the horizon can give you plenty of fodder for coming up with more advertising campaigns.

You can also make it a regular habit to check the website to see if anything new has popped up. Larger companies may not even think to alert their PPC manager when new sections of the site have been added, and paid search managers are often too involved in their AdWords account to notice.

3. Discover Trending Keywords Monthly

Managing negative keywords is something that every aged PPC account should have built in on a monthly basis. And when performing negative keyword research for a PPC account, you have access to query data that could yield some interesting trends.

For example, were people searching more this month for a specific color of a product you sell? Perhaps a change of seasons creates demand for autumn colors. This type of trend could spur a product-by-color campaign. If you dig a little deeper, you might find specifications like size also matter.

These type of opportunities present a profitable, low-cost addition to a PPC program, and they don’t take a lot of time to discover.

Bonus Tip: Explore Bing Ads

Yes, there is life after Google AdWords. No, it won’t yield the same results and you might be targeting a slightly different demographic, but depending on what you’re selling, it might be a prime audience. And if it will increase your bottom line, even just a little, why not?

comScore data for October show Microsoft sites and Yahoo sites (remember, Bing Ads targets both Bing and Yahoo) have a combined search share of roughly 30 percent. Microsoft sites garnered 3.7 billion searches in October, and Yahoo saw 1.8 billion searches – not exactly small potatoes when you put it into perspective.

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So, to recap: It’s never easy being creative all the time, especially when you’ve been in a “long-term relationship” with your PPC account. But next year, vow to push through that PPC plateau by doing what you do best: finding creative ways to advertise a business online.

The post 3 Things You Can Do To Push Through Your PPC Plateau appeared first on Search Engine Land.

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Twitter’s Complete Index Of Public Tweets To Become Fully Searchable by @mattsouthern

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By Matt Southern

Twitter’s Yi Zhuang announced today that it now indexes every public tweet since 2006, and the entire index will be searchable. Want to read peoples’ reaction when Penguin first launched? No problem. Want to relive some of your best personal moments captured on Twitter? Yep, you will soon be able to do that too. This change will roll out to users over the next few days, at which point you will have an index of roughly half a trillion tweets to search through however you please. Twitter’s search engine has always been fairly robust, but never been as complete as […]

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Yahoo Replaces Google As Default Search Provider in Firefox

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By Greg Sterling

Yahoo and Mozilla just announced a “strategic five-year partnership that makes Yahoo the default search experience for Firefox in the United States on mobile and desktop.” The companies said they will explore other potential “future product integrations and distribution opportunities to other markets.”

Yahoo is thus going to displace Google the current Firefox search provider. Firefox was at one time the main alternative to Microsoft’s IE browser but has been supplanted for many by Google’s Chrome, now the world’s top browser. In mobile Firefox has struggled to find an entry point.

Firefox has a roughly 16 percent browser market share on the desktop in the US market according to StatCounter. Google and Firefox have had a less congenial relationship since the former launched competitive browser Chrome. The last Google-Firefox search deal was in 2011.

While the Yahoo deal makes sense for both parties, there may be some monetary risk for Firefox in leaving Google. That will have to be seen. However Yahoo CEO Marissa Mayer characterizes search as a growth area for the company in her blog post about the partnership:

At Yahoo, we believe deeply in search – it’s an area of investment and opportunity for us. It’s also a key growth area for us – we’ve now seen 11 consecutive quarters of growth in our search revenue on an ex-TAC basis. This partnership helps to expand our reach in search and gives us an opportunity to work even more closely with Mozilla to find ways to innovate in search, communications, and digital content. I’m also excited about the long-term framework we developed with Mozilla for future product integrations and expansion into international markets.

The new Yahoo search experience on Firefox will debut next month. Mayer says it will offer “a clean, modern and immersive design that reflects input from the Mozilla team.” From the screens being shown in Mayer’s post it looks a lot like Google.

This new clean look could also be a prelude to a new and improved Yahoo search UI more generally. (Danny will be talking with Yahoo Marissa Mayer shortly and we’ll update this post and his at Marketing Land accordingly.)

To engage in some speculation, implied in the press release, Yahoo could eventually become the search provider for Firefox OS mobile devices around the world. Those devices are just starting to come into the market and their future is a bit uncertain given Android’s aggressive efforts targeting the low end of the smartphone market.

The press release says this partnership is the most significant for Yahoo in the last five years. Though Firefox’s share is relatively small compared to Chrome and IE, the deal will still drive millions of queries to Yahoo each month and should help boost search-related ad revenue.

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4 Smartwatch Predictions for Local Search

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By Bernadette Coleman

How cool would it be to get your hands on one of those spiffy new smartwatches? Sure, while they’re not exactly a household item just yet, but it’s looking likely that we’ll be adopting these types of wearable technology and using them to access the Internet in the next couple of years. The Smartwatch and Local Search We’re guessing the smartwatch is much easier to use than Google Glass. They also seem pretty similar to a smartphone, with a screen-based UI interface. Personally, I’m reminded of Dick Tracy and his watch, with his two way radio and such. While you may […]

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SPONSOR MESSAGE: Improve Your Search Visibility With 5 Free Hours of Link Building

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By Search Engine Land

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Voice of the Customer: The Secret Weapon For Great Landing Page Copy

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By Brad McMillen

Most digital marketers agree that landing pages can make or break any campaign, be it PPC, social media, email, or display ads. Once you get people to click, the landing page has to convince your visitor to complete the conversion. To assist in the goal of landing page success, a number of software platforms exist to help marketers test landing page elements. Visuals, calls-to-action (CTAs), layouts, offers, buttons, and many more elements can be tested. Software can help you conduct A/B tests and create new landing pages on the fly. Just a tweak with the placement of a key visual […]

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