There is no need to get bogged down in the flowers of the carpet, several words can be used to designate the ads contextual to your searches on Google and other search engines:
However, two elements are important to distinguish: search networks (ads on search results pages) and content networks (ads on sites, blogs, etc., ex: RDS.ca).
The quality score of Adwords is a big buzz word, so you better know what it is!
The quality score is a factor that determines:
The quality score is determined by:
More details on the Google Adwords quality score. For more definitions, consult the Google Adwords glossary
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Here are the networks we use most frequently. (Information based on our experiences in Quebec). Not sure which network to choose? Test! The results differ depending on the industries.
Other than cost, what is the biggest difference between organic and paid SEO? Control.
PPC is fantastic for product launches and tightly managing its conversion cost !
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It sounds obvious and simple, but it's the first question we ask every new customer.
When setting goals, take the opportunity to set up your performance monitoring metrics. Don't just settle for visits, always try to implement a conversion tracking system. Are you an e-commerce site? Make sure you can count sales from your keyword buying campaigns!
The structure of a keyword buying account is perhaps the most determining factor in the future performance of your campaigns. This is a very strategic step. Too simple a structure and you run the risk of receiving a lot of irrelevant impressions. Too complex a structure and you risk wasting a lot of time managing your campaigns.
Very often, when we take over an existing account from a client, the redesign of its structure is necessary to reach its full potential. What's important to understand are campaign-specific and ad-group-specific settings. Here is a table from Google for this purpose:
The next step is defining your keywords and creating the ads. For your keywords, the easiest tool to use is Google's Keyword Tool, which has just added a long-awaited feature: the number of searches per keyword!
More information on the types of targeting.
Campaign monitoring should be done continuously. Testing (ad and otherwise) is key to finding the winning recipe !
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The management of paid positioning campaigns is characterized by an important duality: even without experience, it is very easy to launch a first campaign. However, very advanced knowledge is required to optimize a campaign to its full potential. Please take into account that the following tactics are only a basic and not an exhaustive list of strategic approaches.
Why?
Tactics:
Why?
Tactics:
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Want to increase your conversion rate? Reinforce the consistency between the keyword, the ad, the landing page and the messages across your different advertising mediums.
From experience, I know that if I let an account stagnate for several weeks, its performance will gradually decrease. Internet users are bombarded with information, if your ad does not stand out, it will not be clicked! Do not hesitate to use your campaigns to highlight your various marketing campaigns (promotions, branding, new products, etc.)
As Jean-François Renaud would say, "At Adviso, we are obsessed with conversion!" ". Don't be surprised if tracking is a recurring theme! Want to maximize your return on investment? Keyword conversion tracking is essential!
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Paid positioning is a fascinating discipline with endless possibilities! It brings better ROI than banners and is much more controllable than organic SEO.
The future is also very bright: