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PPC (Pay-per-click) Advertising ResourcesResult(s): 21 - 30 of 30
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Don't know your Sprinks from your Kanoodle? This site is a guide to all the pay-per-click search engines. Only a few of the big guys matter in terms of traffic and effectiveness, but this site is interesting because of the individual search engine reviews, which explain how each one works. In addition, you will find links to specialty pay-per-click search engines that you might not have known existed. When you start to feel overwhelmed, a recap of the many tools that are available to manage and optimize your pay-per-click search engine listings could be a real time- and sanity-saver.
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Unlike various dumbed-down "copycat" pay-per-click how-to's, this ebook on how to get the most out of Google AdWords is offered by a top-notch professional who has experience in helping high-tech companies market themselves to niche business clients. The course offers screen shots and other helpful aids, and while it does cost a bit of money - pricing starts at $49(US) - there are also some free tidbits (including a five-day email "tutorial") that you can access on Marshall's site to help you decide whether to buy the course.
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PPCBidTracker works around the clock to manage keyword bids in multiple pay-per-click engines. It will automatically track and update bids to maintain your desired keyword placement or it can be programmed to lower your bids during pre-specified times of day. PPCBidtracker tracks keyword bids at Overture, Overture UK, Overture DE, Overture FR, FindWhat, Kanoodle, Ah-Ha, Searchfeed, Google, Enhance, Epilot, Espotting UK, Espotting DE, Espotting FR, Espotting ES and Espotting IT, and the list is growing daily. The benefits of using this type of service versus the in-house tools provided by many of the search engines are: 1) This tool is much more sophisticated than most of the current search engine offerings; and 2) Your maximum bids are kept private (ie., out of the search engine system) so your competitors cannot easily outbid you. Pricing is based on the number of keywords in your PPCBidTracker account and the number of daily bid reviews you desire. For example, review 100 keywords 6 times a day and you will pay $89.95(US) per month; review them 48 times daily and the cost is $399.95 per month. International pricing is also available.
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Quigo is a popular advertising network with a product called AdSonar exchange, which is a content-matching marketplace that places the most relevant ads from Quigo's advertising partners into the content of their publishing clients. The network of publisher sites is published for your review, so you can explore where your ads will appear before signing on the dotted line. Publishers are grouped by category. For example, "Sports" includes USAToday.com, NYPost.com and Newsday.com while "Cars" includes CarPrices.com, AutoWeek.com and AutoTrader.com. The company also offers a "hands-off" search engine marketing solution that will generate advertisements from your website content and feed them directly to all the most relevant PPC engines (this also includes shopping engines if you sell products). Clients include RedEnvelope.com and TigerDirect.com. Prices are not disclosed at the site.
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Even if a total PPC program management company like this is one not in your immediate future, we do like SendTec's site because it is rich with information that any search marketer will find useful. In the Resource category, whitepaper and executive briefing topics range from keyword selection to ad copywriting. At the time of writing, selected whitepapers included "Turning 10 Paid Search Mistakes Into Pure Profit;" webinars included "After the Click: How Ad Copy and Landing Pages Can Make or Break Your Paid Search Campaign"; and podcasts included "The Importance of Robust Keyword Development in Paid Search Campaigns."
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Snap is a very interesting search engine contender that offers PPA (Pay Per Action) advertising. You pay only when you get the action you want from your visitor, such as a purchase, download, registration, subscription, lead or just a click. You can choose a fixed cost per action or a variable cost per action (ie., a percentage of any sale). The search engine itself incorporates clickstream data from 1 million Web surfers into its results, so its unique interface fills in the most likely search term as you type in your query, which allows you to refine your search before you even start. The company makes all advertising data openly available, so you can actually search by advertiser and pull up a day-by-day summary of how much that advertiser has earned on its PPC campaign. You can also review aggregate trends, search trends and much more -- check out the "Statistics" section to do so. This may be a good thing or a bad thing, depending on your point of view, but it's definitely a opportunity to educate yourself. This Idealab-backed venture is well worth a visit (before everyone else catches on).
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What role do the Yellow Pages play when you can Google up a local locksmith or buy tonight's movie tickets on your cell phone? Verizon is keeping the category competitive -- at least on a business level -- by offering P-P-C advertising on SuperPages, their Internet Yellow Pages. To keep things simple for businesses that might choose to go P-P-C, participating advertisers bid at the category level rather than at the keyword level (although they can choose the keyword combinations under which they'd like their P-P-C ad to appear).
Browsers viewing SuperPages see P-P-C ads on a results page as follows: first, three national P-P-C advertisers are listed, then three local P-P-C advertisers, then advertisers from SuperPages' established fixed-fee plan and then advertisers from their A to Z listings. Kudos to Verizon for being the first to apply a P-P-C model to the old, stodgy world of Yellow Pages advertising. However, let's hope for the addition of tools that will help searchers find the most relevant results. For example, a sample search for bakeries in NYC turned up 471 results, and none of the top advertiser listings were local enough to be useful. In contrast, at CitySearch (which at the time of this writing does not offer P-P-C advertising) results can be refined to city blocks; at Google (which does offer local P-P-C advertising), results can be refined by zip code. Food for thought.
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If you, like this editor, go cross-eyed from trying to analyze all your Google AdWords analytics, you will appreciate this dashboard tool. It takes all your AdWords campaign data, runs it through a spin cycle, and then outputs everything into neat and colorful charts and graphs and line gauges and heat maps, oh my. Therefore, you can visually spot trends and problems as opposed to trying to intuit them from Excel columns. The dashboard illustrates immediate results, such as campaign, ad group and keyword performance, as well as trends over time. You can click on any of these items to drill down further.
Tip: The output of this dashboard can easily be used for PowerPoint presentations to upper management when you need them to sign off on increasing next quarter's PPC budget.
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With PPC, you are paying for traffic to come to your particular landing pages. You owe it to yourself and to the money you've already spent for your paid traffic to learn how to convert as many of these visitors as possible. Conversion optimization firm Widemile estimates that your landing page has 8 seconds or less to capture the interest of your visitor. Their Conversion Marketing Platform is a technology that methodically adjusts, tracks and analyzes changes and takes note of the exact positive or negative impact of each creative element.
Yes, this is multivariate testing, but with a twist, which is that you get more insight into how each little tweak effects your campaign rather than simply a global overview of testing results. Widemile states that they can tell you the exact conversion rates your optimized landing pages will achieve. Clients include the Weather Channel, Match.com and Levis.com.
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Websites with dynamic pages that are created on-the-fly from databases (for example, Web-based catalogs) have a difficult time getting the full depth of their sites indexed by search engines, as these database-driven pages are virtually invisible to visiting search engine spiders. Search engine rankings suffer as a result.
To the rescue comes Spider Linker, a nifty tool that makes all content on a website available to Internet search engines, without the need for Web page redesign. Spider Linker finds and maps all website content (including content found on dynamic pages) and then builds neatly organized, search-engine friendly, link-populated "table of content" pages for all dynamic pages within a website. These "TOC" pages are usually stored on YourAmigo's website, and greatly aid the search engines in categorizing (and subsequently indexing) the dynamically generated pages they represent. Because the process is automated, it can quickly optimize what would take months for a human to accomplish, and all updates and page changes are automatically captured. Spider Linker will also automatically generate and optimize keywords, page titles and other metadata. Visit the site to see Spider Linker in action on client sites. Contact the company for complete pricing details; pricing involves both a setup fee and P-P-C compensation.
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