Paid Search Marketing (PPC)

Google Shopping Feed, Cost, and PPC Best Practices

Google Shopping is an online shopping campaign which can really give merchants a headache. Here are some best practices and ways to ease that headache.

A Simple Guide to Adding the Google Remarketing Pixel to Your Site

I recently added Google's Remarketing snippet to my website. While there are a number of great guides out there on what retargeting is and why it's so powerful, I found myself spending a lot of time getting lost in the Google Adwords UI and trying to set it up. Once I figured out how to do it, I wrote this super short guide on how to get it up and running. It will take you about 10 minutes.

6 Ways Google Ad Extensions Can Improve Your AdWords Campaign

Most PPC managers know that ad extensions allow you to show additional information on your Google AdWords ads. But only a small minority of them actually use ad extensions to their full potential. That’s a shame, because ad extensions can be powerful tools for a variety of effects, including increasing CTR, boosting conversion rate and decreasing CPA. What’s more, your cost per click isn’t changed by implementing them.

Comparing the Top 4 Retargeting Companies

For the past year retargeting has been getting some serious attention. I've been fortunate enough to speak on it at a variety of shows, brainstorm over coffee with some cool companies and even blog about it a few times. No matter who I am talking with or what the venue the number one question asked is "Who should I use for retargeting?"

Tool Review: Wordstream's PPC Grader

In paid search there are a lot of rough Adwords accounts out there. You've seen them I'm sure. I know I've worked on them. We get brought in to assess the situation and make some big decisions around whether an account has potential or whether it would be better just to start fresh. This is one of the most common questions we get asked -- how am I doing?

Use Analytics to Set Pay-Per-Click Campaign Goals

Anyone that has worked in SEO in any capacity knows that it's a complex business and you learn something new just about every day. But the ultimate SEO goal is easily defined: improved search rankings. It's challenging and somewhat frustrating because of the unknowns of search engines (alright...Google). But at my firm, we have an extremely fine-tuned SEO process that works for us and for our SEO resellers.

What SEOs Must Learn from Adwords Folks

AdWords folks. They're the traders of the online marketing world. They spend their time analyzing scoreboards, making little improvements and brainstorming their next ideas. They split-test their ideas, scale the best and ditch the best. In a world where scarce resources force them to make choices over budget, positioning and copy, they're having to think totally differently to SEOs...

Leveraging your SEO for Search Retargeting

Here at Moz we work hard to break down those silly silo things (frankly they scare us). We believe that the different pieces of marketing should constantly be communicating with each other. Cyrus (our SEO lead) and I try to communicate on what we are seeing, where we might be overlapping, dropping the proverbial ball and so on and so forth. We know that leveraging each person's daily activities for maximum impact is the key to any company's success.

Retargeting: What It Is & How to Use It

I've wanted to write this post for a couple weeks now. The topic of retargeting and remarketing is hot, hot, hot. As more blog posts get written and more resources get pushed out, there still seems to be quite a bit of confusion around what it actually is, and how it is different from regular display media buys. This post is meant to help with that confusion and hopefully leave everyone w...

Using PPC Data to Help Write Meta Descriptions

I want to share a technique I have been using with regards to testing PPC ads to find the ads that work best for me. There are two reasons I wanted to write this post: 1. I wanted to highlight the importance of testing the different elements within a PPC ad rather than the ad as a single entity 2. As an extension of Rand’s post on ...

Are Specific Keywords the Most Valuable?

One thing I've noticed in both my SEO efforts and in PPC advertising is the difference between general and specific keywords. By getting a feel for the value of different keywords, you can make better judgments about how much to bid for them on AdWords. To make this as concrete as possible, I'll describe it in the context of my own business.I'm a lawyer. My law firm, based in...

True or False: Organic Traffic Converts Better than PPC

As a webmaster of a small business website, I get a lot of SEO's calling me, touting their services.One of the claims many make is that the traffic from organic searches converts better than that from PPC searches. I currently handle all of our search engine optimization as well as PPC management. Having never tested the theory, I cranked up Google Analytics and started rummaging thr...