Creating a Pay Per Click Campaign

The following are some of things that you should consider when creating a Pay Per Click campaign: Getting Started / Open an Account To get started, you will need to set up an account with each of the search engines. It’s painless and there is no initial cash outlay. Many of the hosting companies will give you ad credits for Google or Microsoft as an enticement to sign-up and the major search engines give these away at tradeshows and marketing events. These credits come in the form of a code an...
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Starting a Google AdWords Campaign

I am always encouraging my customers to start a Google AdWords campaign. You can start relatively small budget and, in addition to generating additional traffic and sales, you can gain some fantastic marketing data in the process. While your website may be optimized for the many of the phrases in your space, I am always able to find phases to drive incremental business. In addition an AdWords campaign is a great way to test and evaluate ad copy to find out what messages are best at capturing ...
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AdWords Search Query Performance Report

The Search Query Performance report in AdWords is a rich source of information that can help you hone in on the most productive phrases in your campaign. If you were bidding on a broad term like "Marketing" the report shows all the phrases that were triggered from that term, you might see "internet marketing", "web marketing" or "marketing on the internet."  You can then evaluate the click thru rate (CTR), cost per click (CPC) and conversions on that term to determine if it's a good fit for yo...
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Linking Google Analytics and AdWords Accounts

Google Analytics is updating their their system. To ensure AdWords continues to pass information to your Google Analytics account, a setting change may be needed. I have already taken care of this for my customers and in doing so found several cases where a change was required. I wanted to alert other readers that you should check your AdWords account to be sure the information is correct. For instructions see this Google Post Important change to AdWords/Analytics cost data importing  T...
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Linking Pay Per Click Campaigns to Google Analytics

It is beneficial to separate and track your Pay Per Click traffic from Organic in Google Analytics. If you don't make the effort, PPC and Organic traffic will be lumped together, making it difficult to know how your SEO efforts are progressing. Once you make the link between Google AdWords and Google Analytics accounts, the tracking will occur automatically. To set this up, simply access the Analytics tab in your AdWords account and then either select Create New or Link to Existing.  Once you...
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Microsoft AdCenter Desktop Beta

I have been participating in Microsoft's AdCenter beta program. This type of desktop PPC management tool is essential to managing PPC programs. I have participated in, and managed several beta programs in my career and you expect things to be a clunky at first. if you have used the early releases, I am sure you would agree, there was room to improve. A Little History We were once satisfied to manage out PPC campaigns in an excel spreadsheet. Tabbing, cutting, pasting, searching and replaci...
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How Google AdWords Bidding Works – Quality Score

Great article that explains Google's AdWords auction process. No real insight into Quality Score here, but it does explain how it figures in the mix. Google Quality Scores and Ad Auctions Added 11/08/2008 More on Quality Score woes here: The Account Quality Score: Money Pit for the Uninformed Google's Ever-Evolving Quality Score Added 11/11/08 Google AdWords Quality Score -- That's Old-School for SEO
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