Tag Archives: paid search

How One SaaS Company Doubled their Lead Volume from Paid Search

January 31, 2011 – 8:27 am

What does a software company do when their paid search program is working well but just not generating enough leads? That was the issue faced by Navicure, a leading Internet-based (SaaS) medical claims clearinghouse that helps physician practices increase profitability through improved claims reimbursement and staff productivity. By most metrics, Navicure’s paid search campaign was [...]

By Howard Sewell | Posted in B2B Marketing, Demand Generation, search marketing, SEM | Also tagged , , , | Comments (1)

26 Must-Have Negative Keywords for B2B PPC Campaigns

March 16, 2010 – 1:19 pm

Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost. But just as often, a successful search campaign depends as much on avoiding bad clicks as it does on generating good ones. In fact, any experienced search marketer will tell you that many of the quickest [...]

By Howard Sewell | Posted in B2B Marketing, Google AdWords, search marketing, SEM | Also tagged , , , | Comments (3)

How to Choose the Right Offer for your PPC Landing Page

October 14, 2009 – 8:30 am

Do search campaigns demand a different approach to offer strategy compared to other demand generation programs, say emails? Answer: yes. Remember, there are two fundamental truths about someone arriving at your landing page via a search ad: 1. He/she received very little information about your company in the ad (105 characters to be precise, including [...]

By Howard Sewell | Posted in B2B Marketing, Demand Generation, Landing Pages, Offer Strategy, search marketing, SEM | Also tagged , , , , , | Comments (0)

5 Reasons to Include Branded Terms in Your Paid Search Campaign

June 3, 2009 – 9:02 pm

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 the same people anyway, but [...]

By Howard Sewell | Posted in Google AdWords, Search Engines, search marketing, SEM, SEO | Also tagged , , , | Comments (0)

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

March 11, 2009 – 4:48 pm

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 prevention, reducing healthcare costs, etc. [...]

By Howard Sewell | Posted in Google AdWords, Landing Pages, Offer Strategy, Search Engines, search marketing, SEM, White Papers | Also tagged , , , | Comments (1)