Tag Archives: paid search

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, SEM, search marketing | Also tagged , , , | Comments (1)

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, SEM, search marketing | 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, SEM, SEO, Search Engines, search marketing | 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, SEM, Search Engines, White Papers, search marketing | Also tagged , , , | Comments (1)

Google/TechTarget Study Shows How IT Buyers Use Search

February 18, 2009 – 2:15 am

Too often, B2B technology companies fall into the trap of using search advertising (SEM) primarily as a means of capturing prospects in the latter stages of the sales cycle, i.e. those potential buyers actively shopping for a solution. However, search advertising needn’t just be about finding people ready to buy your product. In fact, using [...]

By Howard Sewell | Posted in B2B Marketing, Google AdWords, SEM, search marketing | Also tagged , , , | Comments (2)