Why? Because being negative can help you find irrelevant traffic before it finds you. When managing your PPC accounts, one thing you must regularly do is run search query reports in Adwords and Bing Ads to uncover all queries that are resulting in unqualified impressions or clicks, and add those in as negatives. Doing this can really help narrow down your keyword list and prevent unqualified traffic from seeing your ad and not clicking – which prevents your impressions from skyrocketing and therefore lowering your click-through rate. But negatives also can prevent people from clicking on your ads, costing … Read More

  Anyone who has been working on a Paid Search account for a while probably reaches a point of inspiration deficiency.  A new PPC account can be like a new toy: fun to set up, play with, show off and watch how it behaves.  But like any toy, your PPC account can become no longer new, shiny and exciting – and can even eventually come to bore you. Tragically, this boredom can lead to neglect, and neglect will eventually damage your account’s overall profitability. So how does one rekindle the old flame with their PPC account?  Get a little creative … Read More

Pay per click (PPC) advertising is no longer a special secret in the back pocket of some refined online marketers.  Instead, it is a popular tool utilized by businesses galore [as well their competition].  As a result, it is important that PPC advertisers continue to find ways to set their ads apart.  As online marketing […]

A recent study by MarketingSherpa “discovered that long URLs actually work as a deterrent and stop viewers from doing what they’re supposed to do (click!).” The study found pay per click ads which immediately follow ads using long Display URLs were 2.5 times more likely to be clicked than if the ads used short URLs. […]