“Quality over quantity” applies to almost everything we encounter, from the foods we eat to the people we interact with. It certainly applies to pay-per-click ads, in which the quality of your campaigns, from keywords to ads to landing pages, takes precedence over the quantity of money you bid. Your keyword quality scores can be either a barrier of entry to ad rankings or your free pass to the head of the line. This session explores everything quality score, from what affects your score to how to improve it.
Dana Todd, CMO of Newsforce, directed a panel of four industry leaders in quality score, who take the discussion from the basics to detailed, actionable advice.
The Basics of Quality Score
Ron Jones, Search Engine Watch Expert and President/CEO of Symetri, gave a basic overview of quality score to those in need of a quick tutorial. He defined quality score as a dynamic value […]
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Written by on August 20th, 2008 with no comments.
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When performing a search on Google, there are two different types of results that show up: the organic listings and the paid, or sponsored, listings. Organically ranked sites are those which Google finds most relevant for that search query. The paid listings show up because an advertiser is paying money to be ranked that highly for those phrases. When a searcher clicks on one of those listings, the advertiser is charged the cost per click price for that ranking, so hopefully the searcher will convert into a sale for that advertiser.
But what if you don’t know anything about search advertising or setting up a pay per click campaign? What are the best practices behind PPC? And how do you track conversions? This session at the end of Day 2 of SES San Jose goes over the basics of search advertising and how to implement it for success.
Dana Todd and Matt […]
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Written by on August 19th, 2008 with no comments.
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[Note from Lee: Please welcome Ashley Bruce, the newest member of TopRank’s Online Promotions team who is making her first blog post at Online Marketing Blog with this Lionel Richie inspired post about improving qualified traffic through online marketing tips.]
Internet marketers often have to get creative when it comes to solving client web site traffic and sales problems. Inspiration from friends and family, movies, or even the smooth sounds of the local adult contemporary radio station can be useful.
Take this longstanding frustration: Online marketing efforts can sometimes produce an increase in website traffic that is not accompanied by a corresponding increase in conversions. While more traffic is almost always positive, it does little good if the majority of site visitors aren’t seriously interested in the products or services being promoted.
So how does one make sure the right traffic finds the right web site content? I recommend taking the advice of […]
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Written by on July 10th, 2008 with no comments.
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Earlier this week we started a poll on what online marketing tactics our readers would use most in 2008. The polling plug-in allows for only one choice and over 100 people have responded so far. We’ll keep the poll running for another week or so, but here are the top ten tactics rankings so far out of 35 listed and the percentage of votes for each:
Blogging (25%)
Search engine optimization (14%)
Email marketing (12%)
Pay per click (8%)
Blogger relations (6%)
Online public relations (5%)
Viral marketing (5%)
Corporate web site (4%)
Social networks (Facebook, LinkedIn) (4%)
Webinars/Teleconference (3%)
Blogging really does make sense because it can serve as a platform for so many other tactics including SEO, email (archiving newsletters), blogger relations, PR, viral marketing, a compliment to the corporate site, a touchpoint for social networking and a place to promote webinars.
If you’re a company doing business and/or marketing online and aren’t using a blog in some way, you’re […]
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Written by on February 8th, 2008 with no comments.
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“Managing PPC for Multiple Clients” had for me the pleasure of being a “slow-burn” of a session at SES Chicago.
For those unfamiliar with a term I may or may not have created, it means that it did not leave an immediately strong impression on me, until I later was fortunate enough to review the notes I had taken.
The session, moderated by the always exceptional Kevin Ryan featured a panel of:
Joe Rosza, President of SEO Columbus
Matt Naeger, VP & General Counsel for Impaqt
Christopher Upkes, Director of Agency Business Development for Adapt Technologies
Craig Macdonald, VP of Marketing for Alliances & Product Management
So what was is it that resonated with me most about this session upon further reflection?
Even more so than the notion of managing PPC accounts, it was the notion of “managing”.
We […]
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Written by on December 5th, 2007 with no comments.
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