Hopefully, you’ve learned that directing all visitors to your home page is not a “best practice” when it comes to selecting a landing page for your pay per click advertising. If you sell products through your site, though, what is the best landing page to use – the category page, the specific product page or […]
Does Pay Per Click Ad Rank Impact Your Conversion Rates?
If you lower your ad position in Yahoo Search! or Google AdWords, how will your conversion rate and number of overall pay per click conversions be impacted? A study several years ago by the Atlas Institute found the overall answer to this question.I use the term “overall” because you should never assume that search marketing […]
Pay Per Click Ads: When Free Shipping Isn’t Always Free
Do you have an ecommerce site? If so, do you offer “free shipping?” Do you use this benefit in your pay per click advertising? While conducting some research for a couple of potential ecommerce PPC clients, I noticed the extensive use of “Free Shipping!” in the pay per click ad copy of many of the […]
How Long Should Your Keyword Phrases be for Your PPC Campaigns?
Post: I ran across this interesting data on the SearchEngineWatch blog. This post discusses data based on 2 million visitors. They ranked the number of words that are used in search phrases.Here’s how the top five breakdown:The percentages begin to drop off signifcantly after five-word phrases. So, when you’re conducting keyword research for your pay […]
Should You Trust Google Data?
I’m a pretty big fan of Google. They have their shortcomings, like any other big company, but overall I’ve had a pretty favorable impression of them. After a recent finding, however, I must say that my level of trust in the organization has decreased a bit. I’ve been working with a client to optimize their large pay-per-click campaign. They spend a few thousand dollars each day on PPC programs. I was conducting some analysis as a part of a PPC consulting project and found something that was quite disturbing in the Google data. I was using the external Google keyword … Read More