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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Google AdWords Quality Score – Again

I have written several posts on Quality Score, but I recently found two articles on the subject that make it worth revisiting. Quality Score is Google’s way of assessing how relevant your paid search keywords are to the searchers you’re targeting.  This article by by Craig Danuloff discusses  in monetary terms what the real costs of a low-quality-score are and this recent article, also by by Danuloff suggests 5 Steps to Improve Your Quality Score.
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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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Google Publishes Quality Score Explanation

Google just published updated information on 'Quality Score' and how is it calculated. Quality Score is a major factor in determining what advertisers pay for ad phrases. I believe this is the clearest information so far on this import, evolving algorithm. What is 'Quality Score' and how is it calculated? Past Articles: How Google AdWords Bidding Works - Quality Score Landing Pages to Improve Quality Score PPC Campaigns and Quality Score Chasing the Long Tail
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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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