Category Archives: Search Engines

Top10 B2B Paid Search Mistakes

Infographic: Top 10 B2B Paid Search Mistakes

If your Google AdWords campaign isn’t generating the type of lead volume, lead quality, or ROI that it should, it’s highly likely that the campaign is suffering from common missteps that plague many B2B paid search programs. By adhering to a few basic principles, even the most lackluster campaign can… Read More

Google Quality Score

5 Simple PPC Landing Page Changes that May Improve Your Quality Score

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses –… Read More

Ego Bidding: Why Paying for #1 Position on Google Costs You More Than You Think

In the process of managing search marketing campaigns for clients, we occasionally run into situations where client management is dictating that their company “own” certain key search terms on Google. Additionally, if that domination can’t quickly or easily be achieved through organic means (via Search Engine Optimization), then at minimum… Read More

Help Your Favorite Local Businesses Get Found on Google

According to various industry statistics, a large percentage of consumer search activity is related to location. By one account, more than 97 percent of all consumers use the Internet when researching products or services in their local area, of whom 90 percent use search engines. If, like me, you’re one… Read More

5 Reasons to Include Branded Terms in Your Paid Search Campaign

A client writes: “If we include our company and product names as keywords in our PPC (paid search) campaign, won’t we simply be cannibalizing our SEO effort, i.e. paying for clicks that we otherwise would have generated for free?” Answer: It’s true that you may have generated Web traffic from… Read More

How Do I Use SEM If People Aren’t Searching For What I Do?

This issue comes up a lot with tech clients whose products don’t fit neatly into defined or established categories. A client writes (details changed to preserve confidentiality): “Our product is on demand health & wellness software for small businesses and we’re promoting it as a tool for improving productivity, claims… Read More

Free Search Marketing Guide from DMNews

DM News just published their “2008 Essential Guide to Search Engine Marketing,” a 47-page compendium of tips, strategies, and ideas for improving search marketing performance. As I write this, the guide is available free online as a PDF download. Topics include: the interaction between organic and paid search, testing strategies… Read More