03.29.07

Bid for your company name

Posted in New to PPC at 7:58 pm by PPC Guy

Whether you’re a start up company or a well know brand, it’s always a good practice to . Here are a few reasons why.

  • You have more control over the message and landing page you send your visitors to.
  • You may not always show up in all the engines for your company or band name. Search engine ranking may fluctuate.
  • You can target misspellings of your company name without placing misspelling on your site.
  • Keep your affiliates from outbidding you on your brand.
  • Some paid listing may appear on other search engines.

03.27.07

Drive more volume with Day Parting

Posted in New to PPC at 11:12 am by PPC Guy

You can use the Google Analytics “Visits & Pageview” Tracking report to maximize your Pay per click traffic.

Once you identify what your peak hours are, you can staff appropriately and advertiser more aggressively during your peak hours.

In addition to the , Analytics has another very useful report called the report. You can run this report to find what your conversion rates are for certain positions. Combining this report with the Visits & Pageview will help you an effective day parting strategy.

03.23.07

Creating effective ads with Dynamic Text - MSNAdcenter

Posted in New to PPC at 1:35 pm by PPC Guy

A way to increase the effectiveness of your ads in MSN Adcenter is to use dynamic text. Dynamic text automatically inserts predefined text into your ad text. This is an efficient way to change a large number of ads. can be used at the adgroup level and inserted into an ad’s title, description, display URL, or destination URL.

You can also specify dynamic text with individual keywords. This is a good practice to improve your tracking. For more information on including dynamic text with individual keywords please read this post.

Important

  • Make sure you check the length of your title and description. Your title must still be 25 characters or less and your description must still be 70 characters or less with the value of the dynamic text. Your ad will not display if you have extra characters.
  • Parameters are defined at the keyword level
  • {param1} is a placeholder for different Destination URLs, and can hold up to 1,015 characters.
  • {param2} and {param3} are placeholders for any redefined text and can hold up to 70 characters each.

Examples

{param1} - this is the landing page or destination URL your tracking

{param2} - may be used to store messages. Ex. “Adwords, Yahoo”

Example 1

PPC Marketing Advice
Lower your {param2} CPC, with proven techniques.
www.ppcsearchenginemarketing.org

Result

PPC Marketing Advice
Lower your Adwords, Yahoo CPC with proven techniques.
www.ppcsearchenginemarketing.org

Example 2

{keyword} - Is the keyword the visitor searched for. Ex. “Pay Per Click”

Effective {keyword}
Get proven {keyword} techniques from an expert.
www.ppcsearchenginemarketing.org

Result
Effective Pay Per Click
Get proven Pay Per Click techniques from an expert.
www.ppcsearchenginemarketing.org

03.21.07

Google moves into pay per action - CPL

Posted in New to PPC at 2:40 pm by PPC Guy

Google is introducing a new type of , . Instead of paying for click, or impression, you’ll now have the opportunity to pay only when a visitor fills out a signup form, completes an order or performs any other action you define. This new pricing model only applies to the Google content network. Google’s has historically had a negative reputation so this is yet another effort by Google to entice advertisers to participate in the . In addition to including another ,pricing model Google has also mentioned future plans of allowing advertisers to choose between CPM or CPC for site targeting campaigns. With Google moving into pay per action, it’s only a matter of time before we see Yahoo, and MSN offering this pricing model as well.

Google will be adding advertisers to this pay per action program over the next few weeks. If you’re an located in the US and are interested in participating in this beta, please fill out this short web form. Google will let you know as soon as you’ve been added to the test and will continue to add advertisers on a rolling basis.

signup here
http://services.google.com/payperaction/

03.16.07

Control your Yahoo Directory title and description

Posted in SEO at 4:41 pm by PPC Guy

It’s about time, Yahoo recently announced that they will give advertisers more control over their . You can now choose whether or not to display your Yahoo your Yahoo Directory listing title and description within the search results. I used to intentionally not submit some of my sites to the because I didn’t want my optimized title and description to get changed into a Yahoo editorial title.

To opt out from using the and simply drop this line of code in your .

<META NAME=”Slurp” CONTENT=”NOYDIR”>

03.15.07

Adwords Ad Optimization should be based on CPA

Posted in New to PPC at 5:58 pm by PPC Guy

Adwords is a great tool that helps advertisers and get more for their spends. You can create hundreds of different ad variation to test different messages, at no extra cost. The way the system works is, Adwords rotates your ads and automatically picks the best performing ad based on click through rate. The winning ad is then shown more often. This brings more visitors to your site. Although tells you how well your visitors respond to your ad, a doesn’t always favor the advertiser.

For example, if you had an ad that said “Free Elmo dolls”, and another ad that read “Buy Elmo dolls”. You can assume that the first ad will get a higher click through rate, but fewer purchases. The would be even more useful if would allow advertisers to choose which metric to base optimization on. Google could easily base the optimization on cost per lead because they already keep track of . You can help convince Google to make this system enhancement by filling out the Adwords feeback form here.

03.13.07

Efficient way to create pay per click accounts

Posted in New to PPC at 4:20 pm by PPC Guy

Setting up a account should be a quick process. In addition, to setting up your account through the traditional , most pay per click vendors have a which allows you to quickly make account changes. This is extremely useful when with over 100 keywords. Here are a that will help you from scratch.

03.11.07

MSN Adcenter tracking with Query String

Posted in New to PPC at 5:07 pm by PPC Guy

MSN Adcenter provides some very useful tools for . The tools that I’m referring to are called . Query String parameters are a way for advertisers to capture real time information from MSN. Some of the information you can track with query string parameters are match types, search terms, adgroups and which keywords clicks originated from.

The parameters that offers are

  • {MatchType}
  • {QueryString}
  • {OrderItemOd}
  • {AdId}

The first query string parameter is preceded by a question mark (?). Additional parameters are separated by an ampersand (&). For example, you could have:

http://www.cheapazhotels.com/?mt={MatchType}&searchterm={QueryString}&orderid={OrderItemOd}&addid={AdId}

Match Type
The parameter {MatchType} can be appended to a to provide insight into which type of query match was responsible for the ensuing click. The value that will be embedded in the URL string will be either an “e” for exact match, a “p” for phrase match, or a “b” for broad match.

Example:
Keyword: Hotels
Search Query: Cheap Hotels
Match Type: Broad

adCenter Destination
URL: http://www.cheapazhotels.com/?mt={MatchType}
Resulting URL:
http://www.cheapazhotels.com/?mt=b

Query String
On any match other than exact the actual query entered by the searcher has up until this point been inaccessible. With the use of the {QueryString} parameter you will now be able to see this value as it is passed back as part of the destination URL. This information can be useful in a number of ways including the development of new keyword variations as well as the development of .

Example:
Keyword: Hotels
Match Type: Phrase

adCenter Destination URL:
http://www.cheapazhotels.com/?qry={QueryString}
Resulting URL:
http://www.cheapazhotels.com/?qry=Hotels

Order Item Id
An order item id, is a unique number that is given to a keyword. This number can also be appended to the URL string for tracking purposes.

Example:
Keyword: Hotels
adCenter Order Item Id: 12345

adCenter Destination URL: http://www.cheapazhotels.com/?oid={OrderItemOd}
Resulting URL: http://www.cheapazhotels.com/?oid=12345

Ad Id
An ad id is a unique number that is given to each ad in . Appending the ad id to your destination URL can provide a great deal of insight into backend performance differences between ads. Two ads may have a similar CTR and thus be scheduled by adCenter roughly the same number of impressions in a given time period. However, effective use of the {AdId} parameter might reveal a significant difference in conversion rate between the ads prompting that may have otherwise gone unnoticed.

Example:
adCenter Destination URL: http://www.cheapazhotels.com/?adid={AdId}

Resulting URL: http://www.cheapazhotels.com/?adid=98765

Using query string parameters is a great way to . If you don’t already have a program capture this information, I recommend you use to track your results. Here’s how you set up Google Analytics to track 3rd party advertisers.

03.07.07

Adbrite Text ads - Interstitials ads - Banner ads

Posted in New to PPC at 10:07 pm by PPC Guy

Adbrite is a unique which allows advertisers to advertise Text ads, Interstitials ads and Banner ads. are currently being displayed on over 20,000 sites through the Internet. Adbrite ads can be found on , , and many other predominant online entities as well as thousands of smaller sites.

Adbrite allows you to choose what type of ads you wish to display.

  • Text ads - (CPC). (CPA) available for qualifying advertisers
  • Banner ads- Cost per thousand impressions (CPM)
  • Active - Your site, full-screen, directly in front of your target audience. Cost per thousand impressions (CPM)

You can use Adbrite if you are publisher or advertiser. I personally use Adbrite ads as my secondary URL for my Adsense sites.

Another value add for advertisers are the many targeting options which include geographic, category, demographic, and keyword targeting. Although Abrite has many great features Adbrite also needs improvement in certain areas. For Example, the advertiser’s back end reporting needs to be revamped. As a large advertiser I find it very inefficient working with a large lists of sites. Reporting especially becomes a challenge when you start mixing CPM, CPC and Interstitials ads. Although Adbrite’s reporting has challenges, the benefits out weight the negatives. I would still pursue Adbite as an option to saturate the Internet.

Midterm break for the Pay Per Click Guy

Posted in New to PPC at 12:44 am by PPC Guy

I’m taking a little break from land to study for my midterm which is this Friday. Please check back in a couple of days.

« Previous entries ·