Quantity vs quality
Filed under: Adwords, Google, Paid Search, Updates — Tags: keywords, ppc, search term report, sem — Paula Cifuentes @ Tuesday, December 20th, 2011
As with many things in life, the field of PPC also has the age-old debate of quality versus quantity. A lot of newcomers to the field have a tendency to include too many keywords within a campaign. People seem to think that the bigger their keyword list is, the more likely it is that they’ll get more conversions. The rational here being that if I get 2 conversions with 100 keywords, I must be able to get 200 conversions from 10,000 keywords, right?! Plus, it’s also really impressive to talk about your campaign with 8 MILLION keywords.
“Damn, he must know what he’s doing, he has so many keywords!” (more…)
Facebook PPC – My Open Letter
Filed under: Facebook, Paid Search — Tags: Facebook, facebook ppc, ppc — Megan Edwards @ Tuesday, October 4th, 2011
The Search Onion – How to Start Building a Paid Search Campaign
Filed under: Adwords, Google, Paid Search, Updates — Tags: google adwords, ppc, sem — Megan Edwards @ Wednesday, August 31st, 2011Starting a new campaign build can often be a daunting task with uncertainty about just where to start. To help give you some ideas this blog post will share one of the ways I approach building a new campaign from scratch.
One of my favourite ways to start building a campaign mud map is through the use of the ‘Search Onion’. Not only does it help me illustrate my thoughts, it’s also a great tool for explaining to clients how we go about structuring campaigns and distributing budgets between keyword groups. I find it is most useful in identifying priorities when budgets are particularly stretched.
The ‘Onion’ is not dissimilar to the commonly referenced ‘Search Funnel’. Whilst this is also an excellent way to illustrate keyword importance, I find the ‘Search Onion’ useful in helping clients visualise their search accounts and for initial organisation. It’s also a nice way to illustrate the importance of good structure by dropping in the analogy that if you don’t cut your keywords correctly they can make you cry.
The ‘Search Onion’ works on the premise of 3 primary layers of keyword groupings starting at the core and working out in order of importance.
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When the GDN performs better than search
Filed under: Adwords, Display Network, Paid Search, Research, Updates — Tags: GDN, Google, google adwords, Google Dsiplay Network, ppc, sem — Marion Vallier @ Tuesday, July 26th, 2011If you go to the Google Display Network website, you’ll find many case studies on how well the Google Display Network (GDN) performs and how CPA performance is pretty similar to that of Google’s Search network.
My own experiences have thrown up some interesting results. For one of my clients, I actually have a stronger performance on the display network than on the search network.
My campaigns are contextually targeted and display text ads only. We restructured the campaigns last year (more granular ad groups, some excluded sites etc.) and since then, the results from this campaign have been pretty impressive.
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Can Foreign and Local Language work together in Search?
Filed under: Paid Search — Tags: foreign, language, Paid Search, ppc, sem — Mefi Fifita @ Wednesday, April 14th, 2010We all know that Yahoo and Google are the leading search engines in the world. We all know as agencies using these search engines there would be trial and error as to how we should run our campaigns for our clients.
All of you may agree that however we set up our campaigns in English for clients, everything from keywords to creative, match type and negatives must be relevant to the product or services. Same applies in a foreign language like Chinese, Japanese and Korean etc.
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